the roi of digital content
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The ROI of Digital Content
Ahava LeibtagPresident
Aha Media Group, LLC
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WHAT IS CONTENT?
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Great relationships begin with great conversations.
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How does the conversation begin?
In traditional media, you start talking to them.
On the Web, they start talking to you and asking your questions.
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Every time a consumer interacts with your brand,
there’s a conversation taking place.
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Brands and Content
A brand is a promise.
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#4#3
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WHY BOTHER WITH CONTENT?
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Content Types
• Written articles• Podcasts• Video• Photographs• Infographics• Slide Shows• Whitepapers• Polls/Survey data
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VS.
(DON’T GET CONFUSED)
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Content Delivery Vehicles
• Websites• Blogs• Newsletters• iTunes• YouTube• Facebook• Twitter• Slideshare
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WHAT IS CONTENT STRATEGY?
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Content Strategy
Takes the guesswork out of execution so creativity
about content can flourish.
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The Sales Cycle
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Email Addresses/Contacts
Engaged
Prospect & Recycled
Lead
Sales Lead
Opportunity
Customer
• Emails/Contacts: Not yet leads, just have entered the funnel
• Engaged: Show real engagement by downloading content, opening an email, commenting on a blog post
• Prospect: Qualified but are not ready to buy (decision makers?)
• Lead: Prospects that show enough behavioral engagement that we want to call them
• Sales lead: Qualified by sales
• Opportunity: Part of the active pipeline
• Customer: They have bought an product or solution
• Upsell and retain: Keep them buying
Classic Sales Funnel
Marketing
Sales
Nurturing Database
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Different Types of Media
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Media Today
• Paid media
• Owned media
• Earned media
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Paid Media
• Search engine marketing
• Advertising
• Paid search (pay-per-click campaigns)
Attracts attention and traffic to nurture new leads.
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Owned Media
• Media you develop and use for your organization
• Digital content that lives on your:oWebsiteo Social media channels
Establish and own your voice.
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Earned Media
• Media generated by someone other than your own company:
o Journalistso Media outletso Bloggers o Public relations vendors working to create
buzz about your products or services
Can gain you credibility. Can also damage you.
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Content Drives Revenue!
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ROI of Digital Content
• Content is a conversation
• Content supports the sales process
• It helps your customers do what they need to do
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Our Process
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Content Strategy = The GPS
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Process
1. Build a business case2. Content auditing3. Content planning• Personas• Identity Pillars• Messaging Architecture
4. Content creation5. Establishing workflows6. Content analysis7. Establishing content governance
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Content Planning
• Who are you talking to?
• Who are you?
• What are you trying to say?
• What are the priorities of those messages?
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Social Media Distribution
• Who are your target audiences?• Where do they spend their time?• What formats of content do they respond
to best?
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Questions?
Ahava LeibtagAha Media Group, [email protected]: ahavaL301-452-5331