tfm&a - content marketing roi 2015 - dave chaffey - smart insights
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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
2@DaveChaffey
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.
3@DaveChaffey
4@DaveChaffey
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
5@DaveChaffey
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
6@DaveChaffey
Global content marketing
at Unilever:
$10m in savings with
Percolate pilot
Source: Percolate Unilever case study
7@DaveChaffey CMI: Content Marketing in the UK 2015
8@DaveChaffey
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?
9@DaveChaffey CMI: Content Marketing in the UK 2015
10@DaveChaffey
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
11@DaveChaffey
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
12@DaveChaffey
ROI =
(Gain from investment – Cost of investment)
Cost of investment
See Evaluating Content ROI guide by Stephen Bateman for details
13@DaveChaffey
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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Create a top-level Dashboard
(by media channel / referrer?)
Source: Michael Brenner
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16@DaveChaffey
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
18@DaveChaffey
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
19@DaveChaffey
Search and Email FAR more important
than social for most retailers
Source: Smart Insights blog
“Forrester: Facebook and Twitter Do Almost Nothing for Sales”
20@DaveChaffey Source: Smart Insights: Content Distribution Matrix
21@DaveChaffey
Use assisted conversions
GA Multichannel funnels
Source: Design Damage
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Use Buzzsumo, Socialcrawlytics
to show which content gets shared?
Smart Insights: Content sharing tools
25@DaveChaffey
26@DaveChaffey
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
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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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