how to measure (and drive) content marketing roi
TRANSCRIPT
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HOW TO MEASURE (AND DRIVE) CONTENT MARKETING ROI
Presented by Andy Crestodina, Orbit Media, @crestodina
Source: McKinsey & Company
50%of companies struggling to
measure the impact of digital
marketing on sales and profit
Marketers Aren’t Using Data Enough
Source: McKinsey & Company
63%of projects do not use
marketing analytics
to inform decisions
Marketers Aren’t Using Data Enough
KNOW
LIKE
TRUST
The Funnel
The Funnel + Content Marketing
(SR) CTR = V
V x CR = L
(L x CL)(P – Dc) = $
L = leads
P = price
CL = closing rate
Dc = delivery costs
$ = profit!
S = search volume
R = rank
CTR = click through
V = visits
CR = conversion
Website ROI is complicated…
Traffic x Conversion Rate = Success
1. TRAFFIC
The total number of visitors to the website
2. CONVERSION RATE
The percentage of visitors who take action
– Leads
– Customers
– Subscribers
– Donors
– Register for events
It comes down to two little numbers
Your website is the mousetrap,
Your content is the cheese…
- Barry Feldman
TOP OF THE
FUNNEL
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It’s all about empathy…
What topics do
they want?
Help your audience
make a buying decision.
1. Keywords
2. Q&A Sites
3. Listening
Sources of Topics
Finding Topics: Google Suggest
source: http://keywordtool.io
Keyword
Planner
Finding Topics: Analytics Queries
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THE REPORT OF
BROKEN DREAMS
How it your website unsatisfying?
Finding Topics: Listening
1. Sales Team
2. Customer Service Team
3. Client Stories
source: Deana Goldasich
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WHICH POSTS
HAVE RANKING
POTENTIAL?Low hanging fruit is delicious!
Top content…
Find your traffic champions
The Spike and the Long Tail
Initial spike from
email marketing
and social promotion
(one week)
20 to 40 visits per day
from organic search
(months or years)
Queries Report with Advanced Filter for “Average Position” set to Greater than
10
Posts that rank high on page two…
POSTS THAT RANK HIGH ON PAGE TWO!
Queries Report with Advanced Filter for “Average Position” set to Greater than
10
1. View: Search Engine Optimization > Queries
2. Set Advanced Filter: “Average Position” greater than 10
3. Sort by “Average Position”
4. Confirm the rank and the post by searching for the phrase
Finding posts with ranking potential
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Now for a little
on-page SEO…Let’s indicate the relevance.
A. Once at the beginning of the title <title>
B. Once in the first header <h1>
C. Four to six times in the body of the page
D. Within the links to the page from other pages on your site.
Use the phrase in 4 places
1. Title: Once in the beginning
…and it’s the link in Google search results!
It appears above the address bar in your browser…
<title>Home</title><title>Home</title>
2. Header: once, anywhere
3. Body: 4 - 6 Times
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Don’t be too
aggressive!
This stuff works…
MIDDLE OF
THE FUNNEL
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OPTIMIZE FOR
SUBSCRIBERS…
Before…
After…
1900% increase. Not bad!
Why it works
1.Prominence
2.Promise
3.Proof
Call to Action Conform
GOOD
BAD
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FIND YOUR
CONVERSION
CHAMPIONSWhich are your most compelling posts?
Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/
Subscribers per blog post…
Pageviews per blog post…
…well hello, champions!
Subscribers per page view per blog post
Let’s watch that in slo-mo…
• Put it into heavy rotation on the social streams
• Add it to your home page slideshow
• Link to it from your email signature
• Run an ad using PPC, Facebook, etc.
• Write a guest post. Link back to the page
• Include it in a roundup of your best posts
• Link to it from other high traffic pages
Now put on your traffic driving gloves…
BOTTOM OF
THE FUNNEL
Why do visitors take action?
Testimonials = supportive evidence
Never make a testimonials page
“When you say it, it’s marketing…
When they say it, it’s social proof.”
Regardless of your age, if you’re searching for the
answer to the question, “what do you want to be when
you grow up?” you are not alone.
Survey after survey shows that the majority of working
adults wish they could start over in a different career.
They also wish they had more information and better
information in making that decision and I couldn’t agree
more.
Choosing the right career is one of the most important
decisions that you’ll make in your lifetime.
Text…
Versus video…
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SUBSEQUENT
CONVERSIONS
But wait! There’s more…
Subsequent Conversions…
Where there’s traffic, there’s hope...
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SOCIAL
EXITSDo you really want them
to click that?!
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YOUR PAGES.
YOUR FUNNEL.Let’s break it down.
source: Lead Generation Best Practices
Bottom Line.
These might help…
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QUESTIONS?
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NEXT WEBINAR…
Content Marketing is a
Team Sport
12March
11am PST
2pm EST
Byron White,
Founder of Writers Access
Register: www.verticalmeasures.com/webinars