Boosting Content Marketing ROI Through Technology By Dave Chaffey
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Transcript of Boosting Content Marketing ROI Through Technology By Dave Chaffey
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Boosting Content Marketing ROI through Technology Dr Dave Chaffey, CEO, SmartInsights.com Digital Strategy Advice
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About Dave About Dave Chaffey
• Consultant, trainer and author in digital marketing since 1997
• Editor of SmartInsights.com -
a digital strategy advice site with Expert (Pro) members in over 80 countries using our planning guides, templates and online courses to improve results.
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Complex Customer Journeys
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The Ascent of Martech
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SEO Strategy?
Social Media Strategy?
Content Marketing Strategy?
Audience Engagement Strategy?
Digital Marketing Strategy!
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7 Download report and infographic
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The Content ROI Challenge
Download Contet Marketing report and infographic
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Content Marketing Costs! ¥ Red Bull now employs approximately 135 people just
for their media house ¥ Nestlé’s digital editorial team consists of almost 20
community managers and designers producing content every day.
¥ Coca-Cola “now reportedly spends more money creating its own content than it does on television advertising.”
Contently: State of Content Marketing 2015
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Global content marketing at Unilever:
$10m in savings with Percolate pilot
Source: Percolate Unilever case study
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Content Marketing Activities Martech
must support
Content planning inc goal-setting
Content ideation & research
Content creation
Content distribution
and promotion
Content governance
inc evaluation
Apply���Analytics platform
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ROI =
(Gain from investment – Cost of investment)
Cost of investment
See Evaluating Content ROI guide by Stephen Bateman for details
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Actionable Content Marketing Analytics
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7 Essential techniques for PROVING the value of content
Need to review value of blog and social media across the customer lifecycle, i.e. Smart Insights RACE inbound funnel: ¥ 1. Dashboards to prove value to colleagues ¥ 2. Volume - Set up Analytics Segments by channel ¥ 3. Page Value e.g. for blog posts. SET UP GOALS in Google Analytics ¥ 4. Revenue per visit e.g. SEO, AdWords, Social ¥ 5. Attribution e.g. Google Analytics, Kissmetrics ¥ 6. ROI calculations – top level and individual content initiatives ¥ 7. Tools for showing social media amplification, influencer outreach
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The measures that matter?
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Typical CM evaluation challenge
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n Searches���% Brand
Reach Awareness and visits
Uniquevisitors
Bounce���rate
Revenue���per visit
Page views/���visit
Act Interaction and leads
nLeads % Conversion to lead
Goal value ���per visit
Average order value
Convert Sales and
profit
nSales % Conversion to sale
Sales value
n Brand���mentions
Engage Loyalty and advocacy
% active customers
% Customer���conversion
% existing sales value
Volume Quality Value
Creating a simplified RACE dashboard
Source: Smart Insights: RACE Planning Framework Segment and attribute for content types and channels
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Segment your audience in Google Analytics
¥ (Advanced) Segments = Powerful! ¥ Isolate one type of audience /
promotion to show their contribution ¥ Visits to blog – prompting sale ¥ New visits to blog ¥ Visits to specific content types ¥ SEO prompted visits ¥ Smartphone visits
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Use assisted conversions GA Multichannel funnels
Source: Design Damage
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#1: API service integration and Hubs
Example services: ¥ Marketo ¥ Act-on ¥ Salesforce/Exact Target
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#2: Content recommendation personalisation, retargeting and effectiveness review
Example services: ¥ Idio ¥ Monetate ¥ Demandbase
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#3: User Engagement, lead scoring and value optimisation
Example services: ¥ Kissmetrics ¥ Mixpanel ¥ Ecommera
Engagement analysis: Individual user: Kissmetrics
Cohort analysis: Groups of users: Kissmetrics
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How we use Kissmetrics
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Let’s Connect! Questions & discussion welcome SmartInsights.com:: Plan | Manage | Optimize
Presentation download : http://bit.ly/digitalskills2015
Free, Basic member tools ¥ Sample planning templates ¥ Planning infographics
www.smartinsights.com/membership
Premium, Expert member learning ¥ 7 Step Guides to all digital marketing ¥ Online courses ¥ DIY Planning and optimisation templates in
Word, Excel and Powerpoint
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