Transcript
Page 1: TFM&A - Content Marketing ROI 2015 - Dave Chaffey - Smart Insights

1@DaveChaffey

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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Countering the social media /

content marketing backlash!

“The theory that people want to engage with brands

online and share their enthusiasm with their friends

and that their friends will share their enthusiasm with

other friends through social media channels has

turned out to be an infantile fantasy”

Source: AdRants

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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

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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?

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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

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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n Searches

% Brand

ReachAwareness

and visits

Unique

visitorsBounce

rate

Revenue

per visit

Page views/

visit

ActInteraction

and leads

nLeads%

Conversion

to lead

Goal value

per visit

Average

order value

ConvertSales and

profit

nSales%

Conversion

to sale

Sales

value

n Brand

mentions

EngageLoyalty 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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PO

E: S

UM

MA

RY

http://bit.ly/smartpoe

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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 infographicswww.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

uk.linkedin.com/in/davechaffey

www.facebook.com/davechaffey

www.twitter.com/DaveChaffey

https://plus.google.com/+DaveChaffeyUK/

Presented at Technology for Marketing & Advertising, London

Download: http://bit.ly/smartdigital2015


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