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Evaluating Content Marketing ROI Techniques, tools and the VQVC KPIs to help you prove Content Marketing Effectiveness Dr Dave Chaffey SmartInsights.com Digital marketing strategy advice
Presented at Technology for Marketing & Advertising, London. Download: http://bit.ly/smartdigital2015
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About Dave
About Dave Chaffey
o Consultant and trainer in Digital since 1997
o Author of 5 bestselling digital marketing books
o CEO and Editor of SmartInsights.com - a marketing advice site with Expert (Pro) members in over 50 countries using our templates, planning guides and online courses to improve results.
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Content marketing Costs! Red Bull now employs approximately
135 people just for their media house Nestlé’s digital editorial team consists of
almost 20 community managers and designers producing content every day.
Coca-Cola “now reportedly spends more money creating its own content than it does on television advertising.”
Contently: State of Content Marketing 2015
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Global content marketing at Unilever:
$10m in savings with Percolate pilot
Source: Percolate Unilever case study
6 @DaveChaffey CMI: Content Marketing in the UK 2015
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How are you evaluating content marketing ROI?
Can you measure ROI of: A. Overall investment in “content
marketing” including SEO? B. Content marketing initiatives? C. Individual content assets?
8 @DaveChaffey CMI: Content Marketing in the UK 2015
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Should you have “One Content Marketing Metric” to rule them all?
No, but shows three main types of value: o 1. Organic SEO
value o 2. Conversion value o 3. Amplification
value (social)
See Moz “One Metric” discussion
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So, what should my KPIs cover?
VQVC Volume of visits, interactions with audience
(by channel) Quality of visits, interactions, i.e. conversion Value of visits, interactions, i.e. revenue Cost of content development
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ROI =
(Gain from investment – Cost of investment)
Cost of investment
See Evaluating Content ROI guide by Stephen Bateman for details
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7 Essential techniques for PROVING the value of content
Need to review value of blog and social media across the customer lifecycle, i.e. Smart Insights RACE inbound funnel: 1. Dashboards to prove value to colleagues 2. Volume - Set up Analytics Segments by channel 3. Page Value e.g. for blog posts. SET UP GOALS in GA? 4. Revenue per visit e.g. SEO, AdWords, Social 5. Attribution e.g. Google Analytics, Kissmetrics 6. ROI calculations – top level and individual content
initiatives 7. Tools for showing social media amplification
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SME Example – defining goals
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Taster Content asset
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Create a top-level Dashboard (by media channel / referrer?)
Source: Michael Brenner
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n Searches % Brand
Reach Awareness and visits
Unique visitors
Bounce rate
Revenue per visit
Page views/ visit
Act Interaction and leads
nLeads %
Conversion to lead
Goal value per visit
Average order value
Convert Sales and
profit nSales
% Conversion
to sale
Sales value
n Brand mentions
Engage Loyalty and
advocacy
% active customers
% Customer conversion
% existing sales value
Volume Quality Value
Creating a simplified RACE dashboard
Source: Smart Insights: RACE Planning Framework Segment and attribute for content types and channels
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Segment your audience in Google Analytics
(Advanced) Segments = Powerful!
Isolate one type of audience / promotion to show their contribution
Visits to blog – prompting sale New visits to blog SEO prompted visits Smartphone visits
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Search and Email FAR more important than social for most retailers
Source: Smart Insights blog
“Forrester: Facebook and Twitter Do Almost Nothing for Sales”
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Use assisted conversions GA Multichannel funnels
Source: Design Damage
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Use Buzzsumo, Socialcrawlytics to show which content gets shared?
Smart Insights: Content sharing tools
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Let’s Connect! Questions & discussion welcome
on Stand H10 or SmartInsights.com
Free, Basic member tools Managing Digital Marketing 2014 report Managing Customer Experiences 2014 report Sample planning templates Planning infographics
www.smartinsights.com/membership
Premium, Expert member learning 7 Step Guides to all digital marketing DIY Planning and optimisation templates in
Word, Excel and Powerpoint www.smartinsights.com/membership/expert-
member-reasons Personal Discount! DAVESAVE20
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Presented at Technology for Marketing & Advertising, London Download: http://bit.ly/smartdigital2015
