How to measure engagement and ROI in content marketing
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Transcript of How to measure engagement and ROI in content marketing
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How to measure engagement and ROI in content marketing
Matt Heinz
President, Heinz Marketing Inc.
@heinzmarketing
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Last Slide First
1. Stay close to the money
2. Map content to the buying/selling process
3. Track more, report less
4. Think like a CFO
5. Don’t invent new metrics
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The Slippery Slope…
Just because you can track it:
• doesn’t mean you should
• doesn’t mean it’s important
• doesn’t mean it should be on your exec dashboard
Choose the right metrics that relate to and drive higher sales, customer loyalty and profitability
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Prospect Engagement Funnel
Active Sales CycleChannels: CRM, 1:1
Goal: Sell
New Customer
Drip MarketingChannels: Email Newsletters, CRM System
Goal: Drive Active Prospects
Network / Open CommunityChannels: Twitter, Facebook, Blog, LinkedIn
Goal: Drive Registration
Network-exclusive access to contentValue-added special offersDiscovery eventsWhite papers, top ten tips, etc.
Testimonials, Success StoriesProfile-Specific MessagesNew product/service offers
Referral & Tell-a-Friend OffersNetwork / Community Invites
New Opportunity Alerts1:1 with Existing CustomerIn-Market Events
Next Step Accelerator Ideas
Customer Targets (based on persona profiles)
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What good content does…
• Bigger
• Better
• Faster
• Cheaper
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What to measure?
1. Sales
2. Contribution
3. Conversion
4. Engagement
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How to demonstrate ROI
• Purchase path acceleration
• Long-term yield
• Cost per lead & cost per sale
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Think like a CFO
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Reporting tools: Means vs. Ends
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My content gift to you…
www.successfulsellingbook.com
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Questions?