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Are You Profiting From Content? How to Create Content That Generates ROI

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Content marketing isn’t as simple as writing a piece of content, publishing it, and hoping someone will read it. Find out how to get the most ROI from your content in Ashley Ward's upcoming content marketing webinar.

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Are You Profiting From Content? How to Create Content That Generates ROI

  1. 1. P O W E R @ A S H L E Y M A D H A T T E R 1 Is There ROI in Content? @ A S H L E Y M A D H A T T E R
  2. 2. @ A S H L E Y M A D H A T T E R 2 Corporate Speaker SEMrush ASHLEY WARD A G E N C Y O W N E R C O N T E N T M A R K E T I N G S O C I A L M E D I A F A C E B O O K A D V E R T I S I N G D O G M O M , F I A N C E , B A C K P A C K E R , H I K E R , O F F R O A D E R , I N T E R N A T I O N A L C O R P O R A T E S P E A K E R
  3. 3. P O W E R 3 F o r b e s 88% of marketers integrate content into their marketing strategies @ A S H L E Y M A D H A T T E R
  4. 4. P O W E R 4 C M I But, 57% of marketers are struggling to measure their content marketing strategies @ A S H L E Y M A D H A T T E R
  5. 5. @ A S H L E Y M A D H A T T E R 5 Let’s talk about how to measure your content C O N T E N T M E T R I C S C O N T E N T C O S T S G E T T I N G A R E T U R NW H Y M E AS U R E 1 2 3 4 F I N A L T I P S 5
  6. 6. P O W E R @ A S H L E Y M A D H A T T E R 6 why measure content? @ A S H L E Y M A D H A T T E R
  7. 7. 7 1 million monthly users growth plan Business Expansion in 2018 @ A S H L E Y M A D H A T T E R
  8. 8. 8 1 million monthly users Business Expansion in 2018 @ A S H L E Y M A D H A T T E R
  9. 9. 9 1 million monthly users Business Expansion in 2018 @ A S H L E Y M A D H A T T E R
  10. 10. 10 1 million monthly users Business Expansion in 2018 @ A S H L E Y M A D H A T T E R
  11. 11. 11 1 million monthly users growth plan Business Expansion in 2018 @ A S H L E Y M A D H A T T E R
  12. 12. @ A S H L E Y M A D H A T T E R 12 In January 2016, Equinox launched Furthermore, a standalone digital magazine - a separate product
  13. 13. Try New Content Types @ A S H L E Y M A D H A T T E R 13 Expert Advice learning library 5.5 minutes
  14. 14. Try New Content Types @ A S H L E Y M A D H A T T E R 14 Expert Advice learning library 5.5 minutes
  15. 15. Try New Content Types @ A S H L E Y M A D H A T T E R 15 Expert Advice learning library 5.5 minutes
  16. 16. @ A S H L E Y M A D H A T T E R 1 million views 16
  17. 17. @ A S H L E Y M A D H A T T E R 1 million views > > 17
  18. 18. P O W E R 18 What Are Your Content Goals? @ A S H L E Y M A D H A T T E R
  19. 19. @ A S H L E Y M A D H A T T E R Which Goals Are You Trying to Accomplish? 19 @ A S H L E Y M A D H A T T E R Website traffic increase Blog traffic increase Blog engagement Decreased bounce rates New leads Registration form fill outs
  20. 20. @ A S H L E Y M A D H A T T E R Which Goals Are You Trying to Accomplish? 20 @ A S H L E Y M A D H A T T E R Website traffic increase Blog traffic increase Blog engagement Decreased bounce rates New leads Registration form fill outs Brand exposure Become an authority figure Increase ranking positions Gain new backlinks - good ones Customer loyalty Customer education
  21. 21. P O W E R @ A S H L E Y M A D H A T T E R 21 content metrics you can measure @ A S H L E Y M A D H A T T E R C O N T E N T M E T R I C S C O N T E N T C O S T S G E T T I N G A R E T U R NW H Y M E AS U R E 1 2 3 4 F I N A L T I P S 5
  22. 22. 09:00 pm M a y 2 6 t h 2 0 1 3 STURDAY @ A S H L E Y M A D H A T T E R
  23. 23. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R 23 User Behavior Find user behavior metrics using: • SEMrush Reports • Google Analytics • CrazyEgg • Chartbeat
  24. 24. 09:00 pm M a y 2 6 t h 2 0 1 3 STURDAY @ A S H L E Y M A D H A T T E R
  25. 25. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Engagement Find user engagement metrics using: • Social media platform analytics • SEMrush Social Media Tracker • Mention 25
  26. 26. 09:00 pm M a y 2 6 t h 2 0 1 3 STURDAY @ A S H L E Y M A D H A T T E R
  27. 27. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R SEO Metrics Find SEO metrics using: • Google Analytics • Google Webmaster Tools • SEMrush On Page SEO Tracker • SEMrush Domain Analytics • Google Trends 27
  28. 28. 09:00 pm M a y 2 6 t h 2 0 1 3 STURDAY @ A S H L E Y M A D H A T T E R
  29. 29. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Company Revenue Find company revenue: • Track the number of returning users in Google Analytics 29
  30. 30. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Company Revenue Find company revenue: • Track the number of returning users in Google Analytics • Check CRM for new leads / existing leads 30
  31. 31. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Company Revenue Find company revenue: • Track the number of returning users in Google Analytics • Check CRM for new leads / existing leads • Conversion rate = Conversions / clicks 31
  32. 32. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Content Production Metrics • How much time did the content need before you could measure? 32
  33. 33. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Content Production Metrics • How much time did the content need before you could measure? • How many employees did it take to produce the content? 33
  34. 34. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Content Production Metrics • How much time did the content need before you could measure? • How many employees did it take to produce the content? • How long did it take to: • Create the content • Publish the content 34
  35. 35. P O W E R @ A S H L E Y M A D H A T T E R 35 tips when analyzing metrics @ A S H L E Y M A D H A T T E R
  36. 36. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Change Things Up For New Results 36 A/B Test Avoid throwing out content types until all channels have been tested.
  37. 37. P O W E R 37 C o n t e n t M a r k e t i n g I n s t i t u t e B2B marketers report sales lead quality as their #1 most important metric for measuring content marketing success; even more important than sales and conversions. @ A S H L E Y M A D H A T T E R
  38. 38. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R Define Your Key Metrics Not all metrics are the same for all content types. Key metrics for blog posts: Key metrics for podcasts: 38 Time on page, website traffic, new users, bounce rate Listening length, new subscribers, shares
  39. 39. @ A S H L E Y M A D H A T T E R
  40. 40. @ A S H L E Y M A D H A T T E R
  41. 41. @ A S H L E Y M A D H A T T E R
  42. 42. @ A S H L E Y M A D H A T T E R
  43. 43. @ A S H L E Y M A D H A T T E R
  44. 44. @ A S H L E Y M A D H A T T E R
  45. 45. P O W E R @ A S H L E Y M A D H A T T E R 45 now that we know what to measure.. let’s look at costs @ A S H L E Y M A D H A T T E R C O N T E N T M E T R I C S C O N T E N T C O S T S G E T T I N G A R E T U R NW H Y M E AS U R E 1 2 3 4 F I N A L T I P S 5
  46. 46. P O W E R @ A S H L E Y M A D H A T T E R Time
  47. 47. P O W E R @ A S H L E Y M A D H A T T E R Time Money
  48. 48. P O W E R 48 In-House Costs @ A S H L E Y M A D H A T T E R
  49. 49. P O W E R A n n u a l S a l a r i e s @ A S H L E Y M A D H A T T E R
  50. 50. @ A S H L E Y M A D H A T T E R Annual Salaries 401k health insurance benefits bonuses pay increases HR department payroll etc. @ A S H L E Y M A D H A T T E R
  51. 51. P O W E R 51 C O N T E N T C U R A T I O N T O O L S @ A S H L E Y M A D H A T T E R Cost of In-House Tools
  52. 52. P O W E R 52 C O N T E N T C U R A T I O N T O O L S S O C I A L M E D I A S H A R I N G T O O L S @ A S H L E Y M A D H A T T E R Cost of In-House Tools
  53. 53. P O W E R 53 C O N T E N T C U R A T I O N T O O L S S O C I A L M E D I A S H A R I N G T O O L S B R A N D M O N I T O R I N G T O O L S Mention @ A S H L E Y M A D H A T T E R Cost of In-House Tools
  54. 54. P O W E R 54 C O N T E N T C U R A T I O N T O O L S S O C I A L M E D I A S H A R I N G T O O L S B R A N D M O N I T O R I N G T O O L S Mention W E B S I T E / A N A L Y T I C S T O O L S @ A S H L E Y M A D H A T T E R Cost of In-House Tools
  55. 55. P O W E R 55 Agency Costs @ A S H L E Y M A D H A T T E R
  56. 56. @ A S H L E Y M A D H A T T E R Content Marketing Agency Costs $1250-$2500 L O W $2500 - $7500 M E D I U M $10,000+ H I G H 56 Honigman Media
  57. 57. P O W E R 57 Freelancer Costs @ A S H L E Y M A D H A T T E R
  58. 58. @ A S H L E Y M A D H A T T E R 58 Honigman Media Freelancer Content Marketer Costs $35-$250 L O W $250-$500 M E D I U M $500-$3000 H I G H
  59. 59. @ A S H L E Y M A D H A T T E R Plus, Your Own Time @ A S H L E Y M A D H A T T E R Freelancing costs usually extend outside the original cost of the freelancer. ✓ Management time ✓ Editing time ✓ Communication time 59
  60. 60. P O W E R 60 Advertising Costs @ A S H L E Y M A D H A T T E R
  61. 61. @ A S H L E Y M A D H A T T E R Content Marketers Are Spending on Average $500 to $5,000+ to Advertise Content 61
  62. 62. @ A S H L E Y M A D H A T T E R 62
  63. 63. P O W E R @ A S H L E Y M A D H A T T E R 63 keep content costs down @ A S H L E Y M A D H A T T E R
  64. 64. P O W E R 64 Repurpose Your Content @ A S H L E Y M A D H A T T E R
  65. 65. Twitter Chat > Blog Blog > Video Video > Podcast 65 @ A S H L E Y M A D H A T T E R
  66. 66. P O W E R @ A S H L E Y M A D H A T T E R 66 Don’t Be Afraid to Update Your Old Content @ A S H L E Y M A D H A T T E R
  67. 67. P O W E R @ A S H L E Y M A D H A T T E R 67 Turn Text into Video and Audio @ A S H L E Y M A D H A T T E R
  68. 68. P O W E R @ A S H L E Y M A D H A T T E R 68 Put Your Content on Slideshare and Quora @ A S H L E Y M A D H A T T E R
  69. 69. P O W E R @ A S H L E Y M A D H A T T E R 69 Turn Old Blog Posts into eBooks @ A S H L E Y M A D H A T T E R
  70. 70. P O W E R 70 Focus on Quality NOT Quantity @ A S H L E Y M A D H A T T E R
  71. 71. 71 @ A S H L E Y M A D H A T T E R
  72. 72. 72 @ A S H L E Y M A D H A T T E R
  73. 73. P O W E R 73 Invite User-Generated Content @ A S H L E Y M A D H A T T E R
  74. 74. 76% of individuals surveyed said they trusted content shared by “average” people more than by brands 74 @ A S H L E Y M A D H A T T E R Adweek
  75. 75. P O W E R @ A S H L E Y M A D H A T T E R 75 how can you profit from content in 2018? @ A S H L E Y M A D H A T T E R C O N T E N T M E T R I C S C O N T E N T C O S T S G E T T I N G A R E T U R NW H Y M E AS U R E 1 2 3 4 F I N A L T I P S 5
  76. 76. P O W E R 76 Match Content With Your Goal @ A S H L E Y M A D H A T T E R
  77. 77. @ A S H L E Y M A D H A T T E R blog posts social media posts email newsletters infographics videos reviews how-to guides case studies training courses W E B S I T E T R AF F I C Create Content Relevant to Your Goals email newsletters landing pages social media ads social media posts N E W L E AD S guest posts blog posts infographics videos reviews how-to guides case studies training courses I N C R E AS E R AN K I N G S training courses email newsletters blog posts how-to guides C U S T O M E R E D U C AT I O N B R AN D E X P O S U R E guest posts blog posts infographics videos case studies social media posts 77
  78. 78. P O W E R 78 A/B Test Verticals and Content Types @ A S H L E Y M A D H A T T E R
  79. 79. @ A S H L E Y M A D H A T T E R 76% of B2B marketers blog, and 73% publish case studies 79
  80. 80. P O W E R 80 Track Metrics Over Time @ A S H L E Y M A D H A T T E R
  81. 81. @ A S H L E Y M A D H A T T E R Is the Content Receiving Backlinks, Engagement, or Conversions? 81
  82. 82. P O W E R 82 Make the Content Mobile - Friendly @ A S H L E Y M A D H A T T E R
  83. 83. P O W E R 83 S w e o r Mobile devices are projected to reach 79% of global internet use by the end of 2018 @ A S H L E Y M A D H A T T E R
  84. 84. P O W E R 84 S w e o r Nearly 8 in 10 customers would stop engaging with content that doesn’t display well on their device @ A S H L E Y M A D H A T T E R
  85. 85. Responsive Content 85 @ A S H L E Y M A D H A T T E R Text Size Keep text at a readable size Images Keep image file sizes small and loadable Load Speed Aim for load speed of less than 2 seconds
  86. 86. @ A S H L E Y M A D H A T T E R 86 Buzzfeed Desktop Keyword Positions
  87. 87. @ A S H L E Y M A D H A T T E R 87 Buzzfeed Mobile Keyword Positions
  88. 88. P O W E R @ A S H L E Y M A D H A T T E R final content tips @ A S H L E Y M A D H A T T E R C O N T E N T M E T R I C S C O N T E N T C O S T S G E T T I N G A R E T U R NW H Y M E AS U R E 1 2 3 4 F I N AL T I P S 5
  89. 89. Set Goals 89 @ A S H L E Y M A D H A T T E R
  90. 90. Measure Results 90 @ A S H L E Y M A D H A T T E R
  91. 91. Keep On 91 @ A S H L E Y M A D H A T T E R
  92. 92. P O W E R @ A S H L E Y M A D H A T T E R 92 G E T S L I D E S Ashley.Ward@SEMrush.com L I N K E D I N Linkedin.com/in/ashleyward90 S E M r u s h www.SEMrush.com F O L L O W M E

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