What's it Worth: 5 Steps to Achieving Content ROI - Rauxa

WHAT’S IT WORTH?5 STEPS TO ACHIEVING CONTENT ROI

“What’s the point of publishing content that doesn’t make a difference in some way? The further down the publishing path brands get, the more pressure there will be to show results from their efforts. In 2014, a good number of brands will put real pressure on their marketing teams to tie the thread between publishing results and business results.” - Contently, State of Content Marketing 2014

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When Should you Focus on Content ROI?

Before its too late!

@lindroux @rauxa #infodevworld

4!


•  Before a major platform move?

•  At the beginning of a campaign?

•  At the end of a campaign?

•  When evaluating the performance of your content team?

•  On a continuous cycle?


5!


•  Before a major platform move?

•  At the beginning of a campaign?

•  At the end of a campaign?

•  When evaluating the performance of your content team?

•  On a continuous cycle?

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Step 1: Set Realistic Content Goals

6!

Prioritized Content Goals

•  Start with business goals

•  Layer in user needs

•  Map to the journey

•  Align and prioritize

•  Keep it real


What does your business need?

•  Increase market share

•  Increase brand loyalty

•  Increase brand awareness

•  Establish the business as an expert in the industry.

How can your content support these needs?

•  Lead generation

•  Reward your customers for their engagement

•  Focus on SEO and broadcast to drive traffic

•  Focus on thought leadership

Business Goals

7!@lindroux @rauxa #infodevworld

User Goals

What do your users need to know? •  How can I start today?

•  Who is coming into my home?

•  What will they install?

•  How much will it cost?

•  How does the process work?


9!

Journey and Channel-specific Goals

Brand awareness Brand Engagement

Purchase Re-engagement Re-purchase Advocate Education

Reach Depth Relationship

!

Paid

Earned

Owned


10!

Step 2: Establish Measurable KPI’s


11!

Evaluation Criteria

Qualitative •  Brand and style consistency

•  Plain language

•  Findability

•  Authority

•  Relevance •  Business goals

•  User needs

•  Current

Quantitative •  Exposure (content views, impressions)

•  Engagement (time, clicks, rating, comments)

•  Conversion •  Purchase (attributable conversion)

•  Registration (for gated content)

•  Deeper engagement (return visits, clickthrough)

•  Redistribution (shares, repins, etc)

•  Age


.com

Social

Search

Apps Email

DM

Display

Mobile

Call / Chat

Dealership

Telemetry

.com

Mobile

Search

Apps Email

DM

Display

Social

Call / Chat

Dealership

Telemetry

Awareness Considera-on Evalua-on •  # of Likes •  # PosiEve MenEons / Growth •  # of Pins •  # App Downloads •  Email RegistraEon / Growth •  Email Open Rate •  Email CTR •  DM Response Rate •  Avg. number of pages viewed •  Avg. Time on site

•  CPM (Cost Per Impression) •  CTR (Click Through Rate) •  CPC (Cost Per Click) •  CPA (Cost Per AcEon) •  # of Fans / Fan Growth •  # of Followers / Growth •  Total Page Views (.com) •  Unique Page Views (.com) •  Total Page Views (M.) •  Unique Page Views (M.)

•  Email Open Rate •  Email CTR •  # of unique/total app logins •  # unique/total vehicle builds •  # of model page views •  # of video views •  Avg. % of video viewed •  Avg. mins. of video viewed

.com

Social

Search

Apps Email

DM

Display

Mobile

Call / Chat

Dealership

Telemetry

REPRESENTATIVE KPIs: SHOP!


REPRESENTATIVE KPIs: BUY!

.com

Mobile

Search

Apps Email

DM

Display

Social

Call / Chat

Dealership

Telemetry

.com

Mobile

Search

Apps Email

DM

Display

Social

Call / Chat

Dealership

Telemetry

Intent Trial Purchase

•  # of scheduled test drives •  # of completed test drives •  # of dealer visits from site

•  # of saved model builds •  # of inventory searches •  # of dealer searches •  # of clicks to contact a dealer •  Form compleEons / rate •  Cost per form compleEon •  Lead Volume •  Lead Rate •  Cost Per Lead

•  Conversion Rate •  Lead to conversion Rate •  Cost per Conversion •  Conversion window from iniEal

contact •  # of touchpoints to conversion •  ROMI

.com

Mobile

Search

Apps Email

DM

Display

Social

Call / Chat

Dealership

Telemetry


REPRESENTATIVE KPIs: OWN!

.com

Mobile

Search

Apps Email

DM

Display

Social

Call / Chat

Dealership

Telemetry

.com

Mobile

Search

Apps Email

DM

Display

Social

Call / Chat

Dealership

Telemetry

Usage Advocacy Loyalty

•  # of posts by customers •  # of tweets by customers •  # of posiEve / negaEve

menEons by customers •  # of re-‐tweets •  # of FB post shares •  Net Promoter Score

•  # of logins •  Customer Service email

engagement (opens & clicks) •  # of service appointments •  Service conversion rate •  CLTV

•  Service Compliance & Persistence Score

•  Lease Renewal Rate •  Repurchase Rate

.com

Mobile

Search

Apps Email

DM

Display

Social

Call / Chat

Dealership

Telemetry


Step 3: Understand the Investment

15!

What do you pay to create a piece of content?

Internal •  Planners / Strategists •  Copywriters •  Designers •  Videographer •  Editors •  SME Opportunity Cost External •  Copyright •  Vendors •  Services


Understand the Investment

16!

What do you pay to distribute a piece of content?

Internal •  Content manager •  Social manager •  PR manager •  Marketing automation manager External •  Vendors •  Services •  Paid search


Understand the Investment

17!

Get more bang for your buck

•  Create content for all appropriate channels at the same time

•  Single content piece, costing $100, will yield a higher ROI if used in multiple places, for example: •  An article •  A blog post •  Several tweets •  A UGC prompt

•  Considering a scheduling tool to distribute at optimal times


More Bang for Your Content Buck

Use the right mix

•  UCG is NOT free, but it can be cost-effective

•  Some original content is worth investing in

•  Quality over quantity


19!

Step 4: Measure the ROI

Qualitative! Quantitative! Investment!

5 Point Scale

ROI! = Value (QualitaEve + QuanEtaEve)

Investment (Cost ÷ Use)


20!

Measure the ROI


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Measure the ROI Measurement is the first step that leads to control and eventually to improvement ― H. James Harrington Measurement is the first step that leads to control and eventually to improvement ― H. James Harrington


22!

Step 5: Content Optimization

Qualitative score > Quantitative score!Consider your distribution plan, or rethink your evaluation criteria!

!Quantitative score > Qualitative score!Consider a rewrite, or rethink your evaluation criteria!

!Both low!Remove from circulation and adapt your content plan!!Both high !Promote, reuse and adapt your content plan!

!!


23!

Content Optimization

Step 1: Set Realistic

Content Goals

Step 2: Establish

Measurable KPI’s

Step 3: Understand

the Investment

Step 4: Measure the ROI

Step 5: Content

Optimization


24!

Example: Case Study


25!

Example: Case Study

Overall Grade! 4.0!

Usability + Discoverability! 3.8!

Usefulness + Relevance! 3.7!

Clarity + Accuracy! 4.0!

Influence + Engagement! 4.2!

Voice + Tone! 4.0!

Complete! 3.2!

Business Value + CTA! 3.7!

Overall Grade! 2.3!

Exposure! 3.0!

Engagement! 2.2!

Conversion! 0,0!

Influence! 3.2!

QualitaEve QuanEtaEve

Qualita-ve score > Quan-ta-ve score Drive conversion based on value


26!

Example: Webinar


27!

Example: Webinar

Overall Grade! 2.2!





Voice + Tone! 1.6!

Complete! 2.2!


Overall Grade! 4.3!

Exposure! 4.8!

Engagement! 4.6!

Conversion! 2.3!

Influence! 3.8!


Quan-ta-ve score > Qualita-ve score Consider targeEng


28!

Example: Whitepaper


29!

Example: Whitepaper

Overall Grade! 4.5!





Voice + Tone! 4.5!

Complete! 4.2!


Overall Grade! 4.3!

Exposure! 4.8!

Engagement! 4.6!

Conversion! 4.5!

Influence! 3.8!


Quan-ta-ve score and Qualita-ve score are High Think content structure and re-‐use


30!

Example: Email

Read how complex analy-cs and process… Banking Advisory

Read how complex analyEcs and process helped deliver a priceless result for Mastercard


31!

Example: Email

Overall Grade! 4.8!





Voice + Tone! 4.5!

Complete! 4.2!


Overall Grade! 1.0!

Exposure! 4.0!

Engagement! 1.0!

Conversion! 0.0!

Influence! 0.0!


Quan-ta-ve score < Qualita-ve score Rewrite the subject line


32!

Review Process and Cadence

This looks like hard work

•  Set a review flag in your content management system

•  Review content in batches

•  Sampling is your friend – focus on high performing and low performing content


33!

And don’t do this…
