How to measure engagement and ROI in content marketing

Matt Heinz

President, Heinz Marketing Inc.

matt@heinzmarketing.com

@heinzmarketing

Last Slide First

1. Stay close to the money

2. Map content to the buying/selling process

3. Track more, report less

4. Think like a CFO

5. Don’t invent new metrics

The Slippery Slope…

Just because you can track it:

• doesn’t mean you should

• doesn’t mean it’s important

• doesn’t mean it should be on your exec dashboard

Choose the right metrics that relate to and drive higher sales, customer loyalty and profitability

Prospect Engagement Funnel

Active Sales CycleChannels: CRM, 1:1

Goal: Sell

New Customer

Drip MarketingChannels: Email Newsletters, CRM System

Goal: Drive Active Prospects

Network / Open CommunityChannels: Twitter, Facebook, Blog, LinkedIn

Goal: Drive Registration

Network-exclusive access to contentValue-added special offersDiscovery eventsWhite papers, top ten tips, etc.

Testimonials, Success StoriesProfile-Specific MessagesNew product/service offers

Referral & Tell-a-Friend OffersNetwork / Community Invites

New Opportunity Alerts1:1 with Existing CustomerIn-Market Events

Next Step Accelerator Ideas

Customer Targets (based on persona profiles)

What good content does…

• Bigger

• Better

• Faster

• Cheaper

What to measure?

1. Sales

2. Contribution

3. Conversion

4. Engagement

How to demonstrate ROI

• Purchase path acceleration

• Long-term yield

• Cost per lead & cost per sale

Think like a CFO

Reporting tools: Means vs. Ends

My content gift to you…

www.successfulsellingbook.com

Questions?