how to turn content into revenue
Post on 09-Aug-2015
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How often do you publish content?
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Source: 2015 Content Marketing Trends / Content Marketing Institute
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Goal: Lead Generation & Acquisition
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Source: Oracle
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What is your Conversion Rate?
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10,000 • Visitors / month
7,000
6,000
3,600 • 40% Late wavers
36 • 1% Lead Conversion
• 30% bounce
• 20% Early wavers
> 0.5%Lead
Conversion
The road to content performance
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Produce more content
Distribute to the right people at the right time
Guide them through the content
Convert readers to leads / buyers
Produce more content: Repurposing
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Marketers are looking for More/Better Ways to Repurpose Content:
Source: 2015 Content Marketing Trends / Content Marketing Institute
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What is Content Repurposing?
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Repurposing Content is the art of reviving pre-used, existed content to tell a new story.
How: Take the same idea and produce new content: blog post, webinar, presentation, white paper, video, infographic, podcast,
etc.
Key to increasing conversion
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2X conversion rate for 2nd - 5th time visitors compared to 1st visit
Source: 2015 Marketo
How to get them back?
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1 Get their email address and send updates
2 Retargeting
3 Get them to continue browsing while they are there
How to get them to continue?
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1 Easy navigation
2 Make sure they know what to do next
3 Create a meaningful path for them to follow
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What is a ‘Content Journey’?
A Content Journey is pre-designed trail of content offered to the customer in a step-by-step fashion,
designed and compiled by the marketer in order to optimize conversion and brand engagement…
Just like the journey Ikea is leading their customers through, you can lead customers through a Content Journey to increase engagement and conversion.
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Content Journey Example: Vodafone
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Branded personal content journeys
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Cךןבל
Create here
Cךןבל Email here
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How does Roojoom Marketing Platform work?
Marketers design Roojoom Content Journeys and publish to their consumer segments using the Roojoom SAAS hosted services
KPIs are set and A/B tests are defined.
BI A/B
Consumer follow their Content Journeys on their Mobile and PC at high propensities and convert. Strict measurement is taken and ROI is evaluated constantly.
Using the Roojoom online content editor, content is compiled into Roojoom Content Journeys and mapped into consumer profiles
Consumer performance statistics is collected , analyzed and reported
Roojoom dashboard provides real-time data and performance analytics
Consumers are invited and exposed to their Content Journeys through messaging, ads, blogs, social and on-site.
Performance statistics are fed back and Journeys are optimized to improve KPIS
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How do consumers meet their Roojoom Content Journeys?
Email Landing page / site
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How do consumers meet their Roojoom Content Journeys?
Social Media Search Results (Organic/ Paid)
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Value across customer lifecycle
Offer &Convert
Welcome& Onboard
‘How to’Self service
Campaign& Upsell
Retain
Leads Sales Churn Engagement Adoption
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Acquisition Onboarding Support Upsell Retention
Support cost
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Customer lifecycle example
Acquisition
Onboarding
SupportUpsell
Retention
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Typical KPI Lifts
Page Views CTRDurationAudience Duration
per Visit (Min)Audience Page Views per Visit
CTR per Visit
1-2
8
1.2
5
7%
With Roojoom
Without Roojoom
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Lead Conversion
2%
4.9%
0.5%
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Creating a Roojoom
• A Design platform for Content Journeys
• Repurpose content seamlessly• Auto reformatting of any online
published content• Publishing and optimizing• Multi-browsers & mobile support• Performance dashboard
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Take-Aways
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1 Repurposing can help you produce more content
2 Guide prospects through the content to increase conversion
3 Roojoom is a content repurposing tool to increase conversion and ROI through storytelling
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