How do you tell the story of your content to a client, whether it's gaining initial buy-in or reporting on the success? In this brief presentation Chris runs through the steps to establishing a KPIs for content marketing, why it's important and how to test & optimise for improvement.

1. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
@chrisgreen87
@StrategiQ
Telling the Story of Your Content

2. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
Proving the value
of content marketing is hard

3. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
But that’s because we’re bad at
positioning it

4. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
Especially if “selling” the value
of brand is hard

5. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
“Half the money I spend on
advertising is wasted...”
(cliché warning!)

6. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
Whilst I haven’t solved this
problem

7. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
I have been working on is how to better
understand the level of engagement of
content

8. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
Goal of this presentation:
Briefly show methods to
measure & optimise content

9. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
Statement #1
‘How much extra business
will it bring me?’

10. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
Can’t argue with anyone for asking this
Who wouldn’t want an easy ROI figure?

11. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
But thinking of Content Marketing as
direct “lead gen” is wrong

12. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
I’d go as far as saying that’s
where it fails most often

13. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
But that’s not a get out of jail free card!

14. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
So if conversions aren’t the KPIs you’re
going to measure, what are?

15. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
Content KPIs
Some simple ones:
● Bounce Rate (with caveats)
● Time on site (with modifications)
● Average page views
● Mailing list sign-ups/contact capture

16. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
Content KPIs
Some simple ones:
● Bounce Rate (with caveats)
● Time on site (with modifications)
● Average page views
● Mailing list sign-ups/contact capture
Less simple ones:
● Converting sessions w/ rich media
touchpoints
● Member’s engagement with site content
against non-members
● Video view duration & correlation with
repeat visits
● Attribution modelling & Assisted
conversions

17. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
Statement #2
‘What does content
engagement look like?’

18. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
Good question, to determine this -

19. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
• Phone calls
• Footfall
• Brand mentions
• Social engagement
• Links
• The usual stuff (conversions/traffic...)
Measuring Touch Points

20. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
A Local Client:
“...everyday this week has felt like a
Saturday!”

21. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
This is harder with the more campaigns
you’re managing - get more informed:
“This piece of content achieved X views, X
impressions & X links.”

22. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
You then add the narrative there
some small examples...

23. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
This?
● 102 social shares
● 12 linking domains
● Attracting Wikipedia Links
● Still cited
● Continuous traffic driver

24. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
This Blog
● 155 social shares
● 19 linking domains
● Fledgling community
● No outreach

25. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
Or This?

26. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
• Client Buy-in early on
• Quality > Quantity
• Focus on Relevancy/Timeliness
• Ego Bait/Other People’s Audiences (OPA)
• Be prepared to track & report on it!
How do we do this?

27. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
Statement #3
‘But nobody really reads
content anyway!’

28. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
Test it:
Heat/scroll maps on
“everyday” content

29. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
Scroll Depth Example
75% of users scroll to the “register interest”
button

30. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
Scroll Depth Example
75% of users scroll to the “register interest”
button

31. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
Scroll Depth Example
75% of users scroll to the “register interest”
button
● Are users doing what we want them to?
● If not, what could be missing?

32. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
The 1,200+ word article with an
average of 7mins on page and
40% people scrolling to the end

33. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
Where do people read to? Have
they seen what they need to
by that point?

34. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
In Summary

35. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
In most cases content marketing
isn’t (direct) lead generation

36. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
Which makes understanding how
to track & report value even
more important

37. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
Invest in new & better ways of
tracking how content is being
consumed

38. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
Learn to tell the story
of your content

39. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
Use this to illustrate value &
produce better content

40. @chrisgreen87
@StrategiQ
SAScon
17th June 2016
Thank you.
@chrisgreen87
Questions?
http://bit.ly/sascon_content_story