MEASURING THE ROI OF MARKETING CONTENT IN THE HOSPITALITY INDUSTRY

DAN TYREFEB 2016

AGENDA

• WELCOME & INTRODUCTIONS

• CONTENT IS A KEY DIFFERENTIATOR

• MEASURING THE ROI OF YOUR CONTENT

• CASE STUDIES

• Q&A

Dan Tyre

Director, HubSpot@dantyredtyre@hubspot.comdantyre1

Over the past decade,

there’s been a fundamental

shift in the way companies

reach their audience.

THEN Brands were in control. Buyers were constantly

bombarded with billboards, commercials, and cold

calls trying to sell them a product.

NOW The customer is in control. Buyers are tuning

out loud, interruptive advertising and consuming

information online.

Cold Calling

Cold Emails (SPAM)

Interruptive Ads

Marketer - Centric

SEO

Blogging

Attraction

Customer - Centric

INBOUNDTRADITIONAL

vs.

At its core, content marketing is about building

relationships with your audience by providing them

with value.

By creating authentic content and personalized

interactions throughout the buying process to attract

leads, engage with prospects, and delight

customers.

Q: How?

A:

Build Marketing Assets

Blogs InteractiveTools

Photos &

Infographics

Videos &Podcasts

Presentations& eBooks

CONTENT TYPES

17

HOW TO SHOW ROI

• TRAFFIC

• LEADS

• CUSTOMERS & REVENUE

• ELEMENTS

• CHANNELS

• COST OF CUSTOMER ACQUISITION

CASE STUDY

CASE STUDY 2

CASE STUDY 3

At HubSpot, we are on a mission to make the world more inbound by empowering businesses to connect with their audience in a meaningful way.

QUESTIONS?

THANK YOUAND A SMALL ASK

Dan Tyre@dantyre

DTyre@hubspot.com