measuring roi in content marketing, wtf uk is content marketing, november 2016

Bewareoffalseknowledge;itismoredangerousthanignorance.Readmoreat:

http://www.brainyquote.com/quotes/quotes/g/georgebern141483.html

Always start with a George Bernard Shaw quote

“Beware of false knowledge; it is more dangerous than ignorance”

• When?

• What?

• Where?

• How?

GENEROUS IDEA

MESSAGING

CHANNELS & FORMATS

ADVOCACY

- Awareness- Brand tracker results

- Brand differentiation- Consideration

- CTR/Engagement- Conversion

- Reach (headroom)- CPM- SEO/SEM

- Loyalty/LTV- Sentiment- Organic reach & NPS

KPIs

MULTIVARIATE TESTING & DISTRIBUTION

• Who is most valuable?

• What is most valuable?

• Where is most valuable?

• When is most valuable?

• ? is most valuable?

17

PRETARGETING EMAIL

DISPLAY PRICE COMPARISON

SEM

+£1.8MPER MONTH

+30%UPLIFT

+123%UPLIFT

NEW 234KPER MONTH

+165%UPLIFT

Key learnings:

• Avoid the tyranny of last click attribution

• Understand how you count

• Understand the value of what you’re counting

• Know that creative and distribution go hand in glove

• Build processes that allow you to use the insights

“No question is so difficult to answer as that to which the answer is obvious”