Evaluating Content Effectiveness and Optimizing for Engagement

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Evaluating Content Effectiveness and Optimizing for Engagement

  1. 1. "Evaluating Content Effectiveness and Optimizing for Engagement"<br />Soren Ryherd<br />President & Co-Founder<br />Working Planet Marketing Group<br />
  2. 2. Marketing’s Purpose<br />The purpose of marketing is to contribute to the success of the company<br />“Company Success” is measured by profitability<br />
  3. 3. Connecting the Dots to Profitability<br />
  4. 4. How to Evaluate Content Effectiveness<br /><ul><li>Identify Key Performance Indicators based on business metrics
  5. 5. Specify role content plays in driving KPIs
  6. 6. Baseline performance
  7. 7. Test to improve KPIs</li></li></ul><li>KPIs  - Having the right metrics for your business model<br /><ul><li>KPIs are business specific
  8. 8. If there is no direct relationship to profitability, it is not a KPI</li></ul> Examples:<br />Advertising Revenue Model:<br /> KPIs: Impressions Per Visitor, Time On Site, Page-Views Per Visitor<br />B2B Inside Sales Model:<br /> KPIs: Cost-Per-Acquisition, Percent of Projected Revenue, Cost-Per-Qualified Lead<br />SaaS Model:<br /> KPIs: Months-to-Break-Even, Percent of Projected Lifetime Value, Cost-Per-Signup<br />
  9. 9. Creating Feedback Loops<br />Graphic property of Mongoose Metrics, who we highly recommend<br />
  10. 10. Optimizing for Continuous Improvement<br />
  11. 11. Cross-Channel Effects<br />People engage in<br />multiple brand touch points<br />The trick is to assess<br />the impact to determine<br />value<br />
  12. 12. Cross-Channel Effects<br />
  13. 13. Understanding User Needs for Engagement<br />Don’t Design the Funnel<br />Segment the Audience<br />Support Personality Profiles<br />
  14. 14. Understanding User Needs for Engagement<br />Three Paths to Successful Content Testing: <br />Structure – Are call to actions clear?<br />Messaging – Are we leading with what is important to the user?<br />Credibility – Are we reinforcing that this is a safe path?<br />
  15. 15. Case study – Landing page improvement and assessment<br />
  16. 16. Case study – Landing page improvement and assessment<br /> <br />Results: 40% Lift in <br /> Family Registrations<br /> <br />Testing Tech: Google Website Optimizer<br />www.google.com/websiteoptimizer<br />Best Homepage Test Award<br />
  17. 17. Q&A<br />Thank you<br />Soren Ryherd<br />soren@workingplanet.com<br />Working Planet Marketing Group<br />131 Wayland Avenue<br />Providence, RI 02906<br />401-709-3123<br />www.WorkingPlanet.com<br />sorenryherd<br />

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