todd wheatland contentmarketingnow_conf_2012_content roi_day1
DESCRIPTION
Todd Wheatland, VP, Thought Leadership & Marketing at Kelly Services, rolls up his sleeves and gets dirty with data in this use case of how Kelly Services built relevant analytics. Content Marketing Strategies Conference - May 2012. http://ContentMarketingNow.com @contentmktgnowTRANSCRIPT
what is content? !
what has changed with content !
at Kelly?!
ContentMarke+ngROI
ToddWheatlandKellyServices
@toddwheatland
@toddwheatland
@toddwheatland
@toddwheatland
@toddwheatland
SmallBusinessman CivilServant
ProfessionalPharmacist/TaxiDriver
UnionLeader
TheGreekEconomy@toddwheatland
Overview DangersofMeasuringIndividualTac+csTheKellySitua+on–Culture,BusinessObjec+vesKelly’sContentMarke+ngApproachAStar+ngPointTheTroublewithFunnelsWhenDoYouMeasureSuccess?HowDoYouMeasure?Interes+ngThingstoMeasurePrimaryIndicatorsforEverybodyMetricsWeLoveCause&Effect
@toddwheatland
TheKellySitua5on:Product: Complexworkforcesolu+onsTarget: Largest5,000companiesgloballyDealSize: $50m‐$2bnKeyBuyerTitles: HR,Procurement,Opera+ons,C‐SuiteAveTimetoClose: 12‐24months CULTURE:Conserva+ve,Service‐Driven,65yrs+,Fortune500Co.
BROADOBJECTIVES:Changepercep+onsofKellytowardshigher‐endcapabili+es.Leadtheintellectualdialog.Newandexis+ngcustomertargets.
@toddwheatland
ContentMarke5ngApproach:HighlyAtomizedWithin5KeyTopicAreasAtleast20uniquepiecesofcontentforeachof100+keywordsperyear.
@toddwheatland
AStar5ngPoint
Conversion&
Purchasing
LeadMetrics
Site&CommunityMetrics
@toddwheatland
AStar5ngPoint
Content
Content‐ #s‐ Bypersona‐ Bytopic‐ Bykeyword‐ Byregion‐ etc
@toddwheatland
AStar5ngPoint
Content
Distribu+on
Distribu5on‐ Companysites‐ Partnerchannels(contra)‐ Partnerchannels(paid)‐ LIGroups(owned)‐ LIGroups(member)‐ LI(paid)‐ etc
Measure‐ #Views?‐ #Downloads?‐ Poten+alReach‐ etc
@toddwheatland
AStar5ngPoint
Content
Distribu+on
Sharing
Sharing‐ Socialac+vity
Measure‐ #LIshares,Likes,
Tweets,etc‐ #Comments‐ Poten+alReach
@toddwheatland
AStar5ngPoint
Content
Distribu+on
Sharing LeadCapture
LeadCapture‐ LeadGenera+on
Measure‐ SiteRegistra+ons‐ GroupMembers‐ etc
@toddwheatland
AStar5ngPoint
Content
Distribu+on
Sharing LeadCapture
LeadNurture
LeadNurture‐ Movementthrough
engagementfunnel
Measure‐ Rela+onshipbetween
contentassetsandsalesac+vity
@toddwheatland
AStar5ngPoint
Content
Distribu+on
Sharing LeadCapture
LeadNurture
Sale
Sale
Measure‐ Mee+ngs‐ RFPs‐ ClosedDeals‐ ProjectedRev‐ ActualRev‐ ProjectedNP‐ ActualNP
@toddwheatland
AStar5ngPoint
Content
Distribu+on
Sharing LeadCapture
LeadNurture
Sale
SEO
Measure‐ Ownpages‐ Partnerpages‐ Distributedcontent‐ etc
@toddwheatland
SEO
TheProblemwithFunnels
@toddwheatland
WHENdoyoumeasuresuccess?@toddwheatland
WHENdoyoumeasuresuccess?@toddwheatland
WHENdoyoumeasuresuccess?@toddwheatland
Howdoyoumeasure?
#1@toddwheatland
60,000+Views80+Blogs200+SocialSharesonKellynetworks(1,800+onothers)400+SUBS85MQLs
Howdoyoumeasure?
#2@toddwheatland
Interes5ngthingstomeasure:Trends–NotAbsolutes
@toddwheatland
Interes5ngthingstomeasure:
@toddwheatland
Interes5ngthingstomeasure:
@toddwheatland
@toddwheatland
@toddwheatland
@toddwheatland
PrimaryIndicatorsforEveryone@toddwheatland
NewCustomerOriginatedLead
NurturedLead
Exis+ngCustomer
MoTS
X‐Sell/UpSell
NurturedLead
NurturedLead
NewGeo/Div NurturedLead
Ini+alLargePurchase
Influ
encedCo
.Network
Influ
encedPe
rson
alNetwork
Cause&Effect
TRICKYSTUFFCross‐channelMQLconnec+onsIndividualtouchespertargetaccount(+totalCotouches)
@toddwheatland
MQLSubscriberGrowthbySource/Cost/ContentItem(s)FunnelStagebySource/Cost/ContentItem(s)NurturingMetricsTimeonPage/AvePageViewsSMtrends–especiallycomments,LIshares
@toddwheatland
MetricsIReallyLike
OTHERTHINGSITHINKAREIMPORTANT:#ofEarnedSpeakingEngagementsintargettopicsBrandpercep+onamongsttargetaudiencesNPSscores
GROWINGIMPORTANCE:TimetoStageandCloseContentAssetInterac+onthroughStagestoClose
?@toddwheatland