This document discusses the return on investment (ROI) of digital content marketing. It argues that content is a way for brands to have conversations with consumers and support the sales process. An effective content strategy involves understanding the target audiences, their priorities and where they spend time online. It also requires content auditing, planning, creation, analysis and governance to establish the right messaging and distribute content successfully through various channels and vehicles. When done correctly, the document contends that content drives revenue for brands.

1. The ROI of Digital Content
Ahava Leibtag
President
Aha Media Group, LLC

2. WHAT IS CONTENT?
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3. The ROI of Digital Content 3

4. Great relationships begin
with great conversations.
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5. How does the conversation begin?
In traditional media,
you start talking to
them.
On the Web,
they start talking to you
and asking your questions.
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6. Every time a consumer
interacts with your brand,
there’s a conversation
taking place.
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7. Brands and Content
A brand is a promise.
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#1
#2 #5
#4
#3

8. WHY BOTHER WITH CONTENT?
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9. The ROI of Digital Content 9

10. Content Types
• Written articles
• Podcasts
• Video
• Photographs
• Infographics
• Slide Shows
• Whitepapers
• Polls/Survey data
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11. VS.
(DON’T GET CONFUSED)
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12. Content Delivery Vehicles
• Websites
• Blogs
• Newsletters
• iTunes
• YouTube
• Facebook
• Twitter
• Slideshare
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13. WHAT IS CONTENT STRATEGY?
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14. The ROI of Digital Content 14

15. Content Strategy
Takes the guesswork out of
execution so creativity about
content can flourish.
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16. The Sales Cycle
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17. Email Addresses/Contacts
Engaged
Prospect &
Recycled
Lead
Sales Lead
Opport
unity
Custo
mer
• Emails/Contacts: Not yet leads,
just have entered the funnel
• Engaged: Show real engagement
by downloading content,
opening an email, commenting
on a blog post
• Prospect: Qualified but are not
ready to buy (decision makers?)
• Lead: Prospects that show
enough behavioral engagement
that we want to call them
• Sales lead: Qualified by sales
• Opportunity: Part of the active
pipeline
• Customer: They have bought an
product or solution
• Upsell and retain: Keep them
buying
Classic Sales Funnel
Marketing Sales
Nurturing
Database
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18. Different Types of Media
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19. Media Today
• Paid media
• Owned media
• Earned media
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20. Paid Media
• Search engine marketing
• Advertising
• Paid search (pay-per-click campaigns)
Attracts attention and traffic to nurture new leads.
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21. Owned Media
• Media you develop and use for your
organization
• Digital content that lives on your:
oWebsite
o Social media channels
Establish and own your voice.
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22. Earned Media
• Media generated by someone other than your
own company:
o Journalists
o Media outlets
o Bloggers
o Public relations vendors working to create buzz
about your products or services
Can gain you credibility. Can also damage you.
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23. Content Drives Revenue!
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24. ROI of Digital Content
• Content is a conversation
• Content supports the sales process
• It helps your customers do what they need
to do
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25. Our Process
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26. The ROI of Digital Content 26

27. Content Strategy = The GPS
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28. The ROI of Digital Content 28

29. The ROI of Digital Content 29

30. Process
1. Build a business case
2. Content auditing
3. Content planning
• Personas
• Identity Pillars
• Messaging Architecture
4. Content creation
5. Establishing workflows
6. Content analysis
7. Establishing content governance
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31. Content Planning
• Who are you talking to?
• Who are you?
• What are you trying to say?
• What are the priorities of those messages?
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32. Social Media Distribution
• Who are your target audiences?
• Where do they spend their time?
• What formats of content do they respond to best?
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33. The ROI of Digital Content 33

34. Questions?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
Twitter: ahavaL
301-452-5331
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