Content Marketing ROI eBook #CMWorld

Download Content Marketing ROI eBook #CMWorld

Post on 17-May-2015

37.651 views

Category:

Marketing

4 download

Embed Size (px)

DESCRIPTION

eBook: Showing Real ROI For Your Content Marketing. Featuring advice from 10 top content marketing brands including: Dell, Content Marketing Institute, Curata, Kraft Foods, NewsCred, UNC Chapel Hill plus content marketing experts Joe Pulizzi, Ardath Albee, Andrew Davis, Robert Rose, Michael Brenner and Pawan Deshponde. This is the 4th in a series of four eBooks featuring select speakers presenting at the 2014 Content Marketing World conference. All eBook titles include: Content Marketing Strategy, Audience Development, Visual Content, Content Marketing ROI. This eBook series was sponsored by Curata and developed by TopRank Online Marketing in partnership with the Content Marketing Institute.

TRANSCRIPT

  • he Queen looked at Alice. "Why, sometimes I've believed as many as six impossible things before breakfast."

    Before she followed the White Rabbit into Wonderland, Alice would have never believed in a hidden fantasy world. Afterward, she had no doubt.

    Proof is everything. All the work that goes into creating a strategy, developing an audience and creating engaging content means little if you cant the measure the return on your content marketing investment.

    To provide you with insight into content marketing ROI thats more than fantasy, TopRank Online Marketing and Content Marketing Institute have partnered with 10 marketing experts to produce this eBook: Showing Real ROI for Your Content Marketing.

    Be sure to read all four Content Marketing in Wonderland eBooks featuring over 40 major brands and thought leaders presenting at #CMWorld.

    Do You Believe in Magic? T

    Lee Odden, CEO TopRank

    Online Marketing

    Joe Pulizzi, CEO Content Marketing Institute

  • Oh, the Magic of Results! From Strategy to ROI, experience all that Content Marketing has to offer with these 4 eBooks:

    ! Content Marketing Strategy ! Audience Development ! Visual Content Marketing ! Real Content ROI

    The insights provided by top industry experts in these eBooks are the ideal prerequisite for the magic of Content Marketing World conference, Sept 8-11, 2014 in Cleveland.

    Content Marketing in Wonderland

    !"#$%&'$ !"#$((&'$

    !"#$()&'$ !"#$*+&'$

  • ROI Content Marketers

  • Content marketing is more than a trip down the rabbit hole. It's the thing that will save marketing itself.

    Michael Brenner @BrennerMichael

    #CMWorld

  • #CMWorld

    In Alice's Adventures in Wonderland, Alice blindly jumps into the rabbit hole in striking similarity to how many marketers jump into content marketing.

    And like a foolish child struggling to understand the world of grown-ups, most marketers fail to ask what the rabbit hole really is, and why it exists.

    If the rabbit hole is content marketing, then the rabbit is the search for ROI. The rabbit checks his watch, records the time and scurries about worrying about appointments. But he doesn't know why these things are important.

    The marketing question about content marketing ROI is an important one. The pursuit of understanding the return provided by content marketing is more than just a trip to Wonderland.

    But we must understand ROI for what it is: a math equation. And like "the rule of 42" that declares that Alice must be executed for being a mile high, we need to make sure that we can answer with precision.

    Start Small, Start Now

    Michael Brenner @BrennerMichael Head of Strategy at NewsCred #CMWorld Panel: Is the Death of Content Marketing Imminent?

  • #CMWorld

    Here are 3 things to consider to determine the ROI of your content marketing: 1.! ROI starts with a solid understanding of content cost. How many

    marketers know the cost of the content produced by their firms? 2.! Sirius Decisions has reported that as much as 60-70% of content goes

    completely unused. How many companies know their content utilization? 3.! Content marketing ROI needs to define the business value of the

    outcomes it generates. How many businesses calculate the business value of any of their marketing outcomes?

    When someone asks you the ROI of content marketing, smile like the Cheshire cat. Then ask these questions seriously. And help your business answer them.

    Content marketing is more than a trip down the rabbit hole. It's the thing that will save marketing itself. Because it works. Because we can track the cost. We can measure the results. And we can trace them to business value.

    But remember, Alice was often most effective when she was very small. So start now to help your business to define its own content marketing ROI.

    Start Small, Start Now

    Michael Brenner @BrennerMichael Head of Strategy at NewsCred #CMWorld Panel: Is the Death of Content Marketing Imminent?

  • #CMWorld

    "Would you tell me, please, which way I ought to go from here?" "That depends a good deal on where you want to get to." "I don't much care where " "Then it doesn't matter which way you go. - Alices encounter with the Cheshire Cat, Alices Adventures in Wonderland

    If your business can afford to be careless about its direction, then defining and working toward realistic ROI goals wont matter. However, we live on the mundane side of the rabbit hole. When measuring ROI: Get real, stay real.

    We all know content has to be high-quality, relevant and easy to share for its audience. So why is there still so much ugly content?

    Lets get real. We all need gut checks in our content processes to assess whether were following best practices on quality, relevance and shareability: ! How often do you survey your audience or conduct usability testing? ! What does your listening program tell you about your audiences

    interests and concerns? ! How are you folding that data into your content strategy?

    Begin at the Beginning

    Nicole Smith @NicoleSatDell Managing Editor of Dells TechPageOne #CMWorld Presentation: DONT RUN OUT OF GAS!! How to Fuel a Sustainable Content Marketing Strategy

  • #CMWorld

    In addition to your gut check, you have to be realistic: Can the content youre creating truly foster the conversion that youre looking for?

    No one turns their nose up at a lead, but maybe your content goal should be about fostering repeat engagement to build better customer relationships. A more pertinent goal might be higher repeat sales or shorter buying cycles.

    What do you need that content can help deliver on? Consider: ! A compelling newsletter that allows you to harvest data and permission

    to nurture a sales opportunity, or ! How-to videos that encourage your audience to see you as a partner in

    their increased effectiveness, so they turn to you instead of competitors.

    Once you establish what you need, then you can set realistic benchmarks for your content marketing efforts.

    Begin at the beginning, Alice was told by the King of Hearts. Content marketers have to pay close attention to the beginnings; the basics. If you dont focus on nailing your basics, youre lucky to have whatever return on investment that you get.

    Begin at the Beginning

    Nicole Smith @NicoleSatDell Managing Editor of Dells TechPageOne #CMWorld Presentation: DONT RUN OUT OF GAS!! How to Fuel a Sustainable Content Marketing Strategy

  • We must start holding ourselves accountable to higher level KPIs so we can stop fighting for our discipline and start fighting for more budget. Julie Fleischer @jfly

    #CMWorld

  • #CMWorld

    The only way content marketing will ever really be able to challenge advertising for serious A&C spend, is to prove its effectiveness with the same metrics to which other marketing disciplines are held. It's all about the ROI.

    The ROI for lead-generation is easy to calculate, but for B2C marketers, it can be much more challenging. Sometimes you need to get a little creative by thinking beyond revenue creation to cost savings and other contributions to the business.

    First, find out if there are syndicated sources or panels you can use to measure sales lift. Match your database or cookie pool against a matched sample to calculate sales impact.

    For True Content ROI, Get Creative

    Julie Fleischer @jfly Director, Data + Content + Media at Kraft Foods

    #CMWorld Keynote: The ROI on Content: How Kraft Learned the True Value of Their Content and Rebuilt Their Marketing Around It

  • #CMWorld

    If you don't have attributable sales results, look for other ways to quantify value creation:

    If your content is improving your natural search results, calculate howmuch you are saving vs SEM. Remember, your organic results are anannuity whereas paid search needs to be paid each time its clicked.

    Are you running your content on your owned media or in socialchannels? Calculate media savings in terms of CPMs.

    Are you mining data from your content engagements? Calculate thirdparty data savings.

    Are you garnering insights from your content efforts? Calculate thesavings in terms of the cost of focus groups and quantitative researchstudies.

    It's time to start holding ourselves accountable to higher level KPIs so we can stop fighting for our discipline and start fighting for more budget.

    For True Content ROI, Get Creative

    Julie Fleischer @jfly Director, Data + Content + Media at Kraft Foods

    #CMWorld Keynote: The ROI on Content: How Kraft Learned the True Value of Their Content and Rebuilt Their Marketing Around It

  • #CMWorld

    Measure Marketing Through Trends

    Google Trends is the most under-utilized marketing measurement tool on the planet. Hands-down. If you dont use Google Trends every single day, youre missing out on the single largest opportunity to understand, measure, and move your market.

    Google Trends measures search volume over time, relative to the terms you analyze. So, for example, if you sell conveyor belts, IT consulting, bananas or beer, you can actually SEE the demand for your product or service. Yes, you can see it. Google Trends helps you measure the size of your market.

    Instead of focusing on measuring your market share, start measuring the size of your market. Why? Think about this:

    If your markets getting smaller but your market share remains the same, are you making more money? No youre making less.

    The inverse is also true. You can try to convince consumers