test, rinse, repeat - continually increasing your content marketing roi - #spark15
TRANSCRIPT
![Page 1: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/1.jpg)
TrackMavenTest, Rinse, Repeat: An Iterative Approach to Increasing Marketing ROI
![Page 3: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/3.jpg)
Matt SiegelSenior Manager, Content Marketing
@VideoBlocks
‣ 4th fastest-growing media company in the U.S. by Inc. Magazine
‣ Subscribers get access to $10MM in royalty-free footage for just $99 a year
‣ Partner sites AudioBlocks and GraphicStock offer the same for graphics and audio
‣ Customers range from leading television and movie studios to prosumers, students, and hobbyists
VideoBlocks
![Page 4: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/4.jpg)
Winning at content marketing is like winning in the ring.“ “
![Page 5: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/5.jpg)
Becoming Data-Driven
![Page 6: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/6.jpg)
I am the greatest. I said that even before I knew I was.MUHAMMAD ALI
![Page 7: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/7.jpg)
FIRSTCommit to the goal of becoming more data-
driven
![Page 8: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/8.jpg)
![Page 9: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/9.jpg)
Adopt an iterative process that reinforces
continuous improvement
SECOND
![Page 10: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/10.jpg)
?So what does a content
marketer’s training plan look like?
![Page 11: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/11.jpg)
Data-Driven Marketing
BENCHMARK & SET GOALS Where are we, and where do we want to be?
CONTENT PLANNING What topics and tactics will help us achieve our goals?
REVIEW GOAL PROGRESS Where do we need to course correct?
What drives our and our competitors’ performance?CONTENT REVIEW
![Page 12: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/12.jpg)
Getting Started
S M T W T F S
12
Benchmark & Set Goals Content Review
Content Planning Content Review
Review Goal Progress Content Review
Content ReviewReview Goal Progress
![Page 13: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/13.jpg)
13
![Page 14: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/14.jpg)
Everybody has a plan… until they get punched in the mouth.MIKE TYSON
![Page 15: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/15.jpg)
‣Department tasked with Revenue Contribution
‣Oversee digital activities across VideoBlocks.com and sister sites GraphicStock.com and AudioBlocks.com
‣Goal: Acquire, Engage & Retain Customers
Marketing Department Objectives
![Page 16: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/16.jpg)
THE CHALLENGE Fighting for Share of Voice Amongst More
Established Competitors
![Page 17: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/17.jpg)
THE STRATEGYAn Iterative Approach to a
Smarter Editorial Calendar
![Page 18: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/18.jpg)
Why TrackMaven?
✓Discover Topics & Tactics That Drive Marketing Performance
✓Real-Time Benchmarking & Reporting
![Page 19: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/19.jpg)
Data-Driven Marketing
BENCHMARK & SET GOALS Where is my brand today vs. competitors on key metrics?
CONTENT PLANNING Which topics are we investing in? How can I A/B test different topics & tactics?
REVIEW GOAL PROGRESS How is our performance relative to our goals?
Which topics & tactics worked? Which didn’t?CONTENT REVIEW
![Page 20: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/20.jpg)
Engagement is an Indicator of Future Success
![Page 21: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/21.jpg)
HOOKSThrowing a hook…is like swinging a bat—the transfer of weight and force generated can create devastating damage such as a knockout.
Jabs + Hooks
Source: breakingmuscle.com
JABSThe most important punch is the jab. The jab doesn’t end fights, but it sets up everything that does.
![Page 22: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/22.jpg)
HOOKSCustom content
In Our World
JABSReposts of 3rd party
content
![Page 23: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/23.jpg)
First, test with the Jab
We noticed a trend in space related content. Our top “jabs” for June and July featured moons and planets, as did those of our competitors.
![Page 24: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/24.jpg)
The Jab landed, Invest with the Hook
We responded, of course, with a planetary footage “hook” of our own, which became one of our most engaging—and best converting—posts to date.
![Page 25: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/25.jpg)
![Page 26: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/26.jpg)
ROPE-A-DOPE
Let your competitors do the work
![Page 27: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/27.jpg)
Where are competitors’ investments paying off?
We noticed a lot of popular watercolor posts among our industry leaders.
![Page 28: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/28.jpg)
Invest where others have achieved success
We responded with some “watercolor” content which beat our “back to school” gallery (inspired by our own search data) in engagement and conversions.
![Page 29: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/29.jpg)
THE RESULTS
![Page 30: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/30.jpg)
VideoBlocks interactions vs. competitors for 12 mo.SHARE OF INTERACTIONS HAS GROWN FROM 1% TO OVER 20%
VideoBlocks
![Page 31: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/31.jpg)
GraphicStock Facebook interactions for past 12 mo.OVER 7X GROWTH IN MONTHLY INTERACTIONS
![Page 32: Test, Rinse, Repeat - Continually Increasing Your Content Marketing ROI - #SPARK15](https://reader031.vdocuments.site/reader031/viewer/2022022410/58e859ea1a28ab78478b62b3/html5/thumbnails/32.jpg)
Questions?
Matt Siegel@MattSiegelMedia
Jamey Jeff@jameyjeff