Embed Size (px)
Citation preview
How engaging content can drive revenue.
Danny BlackburnContent Director
@stickyeyes
A Stickyeyes presentation
“There’s an ongoing debate around content
marketing and return-on-investment.”
- Every content marketing blog you’ve ever read
The ROI debate.
Measure the right things.
What actually
drives revenue for
my business?
SEO,Content,
& revenue.
Performance modelling.
4,288
8,386
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12
Incremental Clicks (Visibility)
Total
Performance modelling.
£59,700
£266,400
0
50,000
100,000
150,000
200,000
250,000
300,000
M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12
Incremental Return
Cumulative Incremental Revenue
Time spent on site.
Bounce rate.
Daily unique page views.
Content to boost search ranking.
Improving search ranking is getting more
difficult as Google gets more complex –
which makes content more important than
ever
Technical
+
Content
Technical
+
Content
+
Links
(Anchor Text)
Technical
+
Content
+
Links
(Anchor Text)
+
Links (Quality)
Technical
+
Content
+
Links
(Anchor Text)
+
Links (Quality)
+
Social Metrics
+
Engagement
Technical
+
Content
+
Links
(Anchor Text)
+
Links (Quality)
+
Social Metrics
+
Engagement
+
Natural Links
+
Topic Relevancy
+
Multi-Device
+
Toxic Links
2003
2003 to 07
2007 to 09
2009 to 14
2014+
Great content drives results.
Great
Content
Links Rankings Traffic Sales
Direct
Traffic
Social Shares /
Subscribes
News
MentionsMentions
Brand
Awareness
No matter how good the content is, creating traction in a crowded market is a key stage
in delivering success. This is typically achieved using a mix of three channels:
Marketing communications.
Bloggers / Vloggers
Journalists
Influencer Outreach
Media Relations
Bylined Articles
Syndication
EarnedContent
Coverage
PaidContent
Distribution
OwnedContent
Broadcasting
Biddable Media
Content Networks
Advertorials
Affiliates
Retargeting Networks
Display Network
Website Organic social Email
Paid social
SEO.Beyond
Measuring real ROI
Content
Social
monitoring
analytics
Value
methodologyPaid
Earned
OwnedDirect
revenue
£Tagged
Tracked
Indirect
Direct
Simple tests.
Don’t forget about word of mouth.
People are social creatures.
Don’t focus on content that tells people how
awesome you are.
Focus on content that encourages people to
tell their friends how awesome you are.
Levels of influence.
Friends
Peers
Random people
Brands
The value of fans and followers.
Fairly simple market research can tell you a lot about the value of your social media fans or
followers. A large, highly-engaged, active, supportive community of fans or followers is worth
more:
• More likely to recommend your brand
• More likely to have positive associations
• More likely to spend more
• More likely to spend more often
How to makecontent todrive revenue.
Choose your weapons wisely.
Sa
les a
nd
Ma
rke
tin
g
Awareness StageBlogs, Social Media, eBooks, Webinars, Industry Reports
Consideration StageCase Studies, Demos, Customer Testimonials
Decision StageAnalyst Reports, Details
Product Information
It has to be great.
Great content is:Credible / Sharable / Useful or fun /
Interesting / Relevant / Resonant / Different
On brand.
Content Ideation & Planning.
Objectives
& StrategyData• Brand Guidelines
• Commercial Priorities
• Competitor Insights
• Toolset Insights
Target Groups• Demographics
• Interests
• Personas
Ideation Distribution Plan
1. Understand
your audience.
Who are they?
What do they want?
Where are they?
Why do they care?
When are they active?
2. Identify your
content needs.
2 – Identify your content needs.
Functional content.
Engaging content.
3. Generate*
word of mouth.
*and amplify
4. Test & learn
and never stop.
1
11
21
31
41
51
61
71
81
91
101
5. Don’t smoke
your own dope.
Thank you.
www.stickyeyes.com
@danny_blackburn
@stickyeyes
