Post on 16-Apr-2017
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Mapping ROI To Content Initiatives
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INTRODUCTIONCONTENT VALUE PROPCREATE AND DEFINE THE FORMULA
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James Goldman has spent the last 15+ years developing
contentIn the Enterprise B2B space. His
client list includes a host of Fortune 500 companies
including Oracle, Hewlett Packard Enterprise, Saleforce,
Verizon
Lindy Roux is the founder of DEFT: a consulting company focused on strategic
digital customer experiences helping clients define, deliver and optimize in the
digital space. www.digitallydeft.com
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Individual
Content Initiativ
e
Business Strategy
Program Strategy
Content Strategy
What we are going to measure?
Blog
Whitepaper
Article
Presentation
5
Content Value
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Would anyone miss your content if it wasn’t there?
If the your brand isn’t equated with high value content it will not have an impact on your customers.
Valuable
Usable
Desirable
Credible
Useful
Findable
Accessible
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It Doesn’t Just Impact the Customer
You have to achieve full value from your content production efforts in order to realize robust marketing
ROI.
= Value
Investment
Two ways to increase ROI
ROIInvestment Value
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We can’t increase what we can’t measure
= Value = ? Investment = ?ROI
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We can’t increase what we can’t measure
=Value (Qualitative + Quantitative)
Investment (Cost ÷ Use)ROI
10
QUALITATIVE
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Valuable doesn’t equal Value
≠Value (Qualitative + Quantitative)
Investment (Cost ÷ Use)Valuable
Usable
Desirable
Credible
Useful
Findable
Accessible
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Valuable doesn’t equal Value
≠Value (Qualitative + Quantitative)
Investment (Cost ÷ Use)Valuable
Usable
Desirable
Credible
Useful
Findable
Accessible
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QUANTITATIVE
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Match KPI’s to User Journeys
Understand specific user needs and drivers at every point in the customer journey
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Digital KPI’s by Journey Stage
AWARENESS CONSIDERATION EVALUATION
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Investment (Cost ÷ Use)
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Costs
One time costs
Recurring
Administrative Technology
Person Hours
Productivity
Distribution Promotion
Localization
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Reuse
Promotional Informational Departmental Structural 0
1
2
3
4
5
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Valu
e of
Reu
sePromotional Reuse – Content used to populate a promotional channel (Example – Twitter or Facebook)
Informational Reuse – Content leveraged as an information resource for other editorial. (Example – Annual index or report)
Departmental/Channel Reuse – Content used by various department or channels that go beyond its original intention
Structural Reuse – Components directly leveraged to produce new content types
Reuse by Humans
Reuse by Computers
Quantitative measures external numbers. Reuse measure internal numbers
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Defined ROI Components
Measured Against
Best Practice
+
QualitativeHow successful
are we at engaging our
audience
Quantitative
Resources, Hard Costs and Overall Investment
Costs
÷
ReuseQualitative Internal
=ROI
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But how does this equal ROI?
What!?!?!Measured Against
Best Practice
+
QualitativeHow successful
are we at engaging our
audience
Quantitative
Resources, Hard Costs and Overall Investment
Costs
÷
=ROI ReuseQualitative Internal
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Normalization is the Key to Measurement
Qualitative
Quantitative
Cost
5 Point Scale
=Value (Qualitative + Quantitative)
Investment (Cost ÷ Use)
Use
ROI
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Was it worth doing or not?
Qualitative Grade 3.2Usability + Discoverability 4.0Usefulness + Relevance 4.0Clarity + Accuracy 3.0Influence + Engagement 3.0Voice + Tone 3.0Complete 2.0
Quantitative Grade 4.0
Exposure 4.0
Engagement 4.0
Influence 4.0
Overall Observations
• Succinct product descriptions
• Large imagery to coincide with products
• Images do not appear to use alt-text for SEO discoverability
• Ability to filter products by industry
• Persistent “Contact Us” call-to-action on page
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Auditing for ROI
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Summary
DEFINE VALUEQualitative based on best practiceQuantitative based on journey stage
DEFINE INVESTMENTCost structure based on contributors, opportunity loss and hard costReuse based on key categories
NORMALIZATIONClear measurement categoriesNormalized based on numeric scale