5 steps to optimizing your content for ROI
3 likes447 views
The document outlines five steps for achieving content ROI: setting realistic goals aligned with business objectives, establishing measurable KPIs, understanding investments in content creation and distribution, measuring ROI, and optimizing content based on performance metrics. It emphasizes the importance of demonstrating the impact of content efforts to justify marketing resources and drive business results. Each step includes specific strategies and examples to guide content marketers in effectively evaluating their content's value and performance.
5 steps to optimizing your content for ROI
- 1. WHAT’S IT WORTH? 5 STEPS TO ACHIEVING CONTENT ROI
- 2. “What’s the point of publishing content that doesn’t make a difference in some way? The further down the publishing path brands get, the more pressure there will be to show results from their efforts. In 2014, a good number of brands will put real pressure on their marketing teams to tie the thread between publishing results and business results.” - Contently, State of Content Marketing 2014
- 3. When Should you Focus on Content ROI? Before its too late! @lindroux @rauxa #infodevworld
- 4. 4 When Should you Focus on Content ROI? • Before a major platform move? • At the beginning of a campaign? • At the end of a campaign? • When evaluating the performance of your content team? • On a continuous cycle? @lindroux @rauxa #infodevworld
- 5. 5 When Should you Focus on Content ROI? • Before a major platform move? • At the beginning of a campaign? • At the end of a campaign? • When evaluating the performance of your content team? • On a continuous cycle? ......................………………………………… .................…………………………………… …..………………………………………………….. …………..........….. ………..………………………………………………... @lindroux @rauxa #infodevworld
- 6. Step 1: Set Realistic Content Goals 6 Prioritized Content Goals • Start with business goals • Layer in user needs • Map to the journey • Align and prioritize • Keep it real @lindroux @rauxa #infodevworld
- 7. What does your business need? • Increase market share • Increase brand loyalty • Increase brand awareness • Establish the business as an expert in the industry. How can your content support these needs? • Lead generation • Reward your customers for their engagement • Focus on SEO and broadcast to drive traffic • Focus on thought leadership Business Goals 7 @lindroux @rauxa #infodevworld
- 8. User Goals What do your users need to know? • How can I start today? • Who is coming into my home? • What will they install? • How much will it cost? • How does the process work? @lindroux @rauxa #infodevworld
- 9. 9 Journey and Channel-specific Goals Reach Depth Relationship Brand awareness Brand Purchase Re-engagement Education Re-purchase Advocate Engagement Paid Earned Owned @lindroux @rauxa #infodevworld
- 10. 10 Step 2: Establish Measurable KPI’s @lindroux @rauxa #infodevworld
- 11. 11 Evaluation Criteria Qualitative • Brand and style consistency • Plain language • Findability • Authority • Relevance • Business goals • User needs • Current Quantitative • Exposure (content views, impressions) • Engagement (time, clicks, rating, comments) • Conversion • Purchase (attributable conversion) • Registration (for gated content) • Deeper engagement (return visits, clickthrough) • Redistribution (shares, repins, etc) • Age @lindroux @rauxa #infodevworld
- 12. .com Mobile Social Search Apps Email DM Display Call / Chat Dealersh ip Telemetr y .com Social Mobile Search Apps Email DM Display Call / Chat Dealershi p Telemetr y Mobile Awareness Consideration Evaluation • # of Likes • # Positive Mentions / Growth • # of Pins • # App Downloads • Email Registration / Growth • Email Open Rate • Email CTR • DM Response Rate • Avg. number of pages viewed • Avg. Time on site • CPM (Cost Per Impression) • CTR (Click Through Rate) • CPC (Cost Per Click) • CPA (Cost Per Action) • # of Fans / Fan Growth • # of Followers / Growth • Total Page Views (.com) • Unique Page Views (.com) • Total Page Views (M.) • Unique Page Views (M.) • Email Open Rate • Email CTR • # of unique/total app logins • # unique/total vehicle builds • # of model page views • # of video views • Avg. % of video viewed • Avg. mins. of video viewed .com Social Search Apps Email DM Display Call / Chat Dealershi p Telemetr y REPRESENTATIVE KPIs: SHOP @lindroux @rauxa #infodevworld
- 13. REPRESENTATIVE KPIs: BUY .com Social Mobile Search Apps Email DM Display Call / Chat Dealershi p Telemetr y .com Social Mobile Search Apps Email DM Display Call / Chat Dealershi p Telemetr y Social Intent Trial Purchase • # of scheduled test drives • # of completed test drives • # of dealer visits from site • # of saved model builds • # of inventory searches • # of dealer searches • # of clicks to contact a dealer • Form completions / rate • Cost per form completion • Lead Volume • Lead Rate • Cost Per Lead • Conversion Rate • Lead to conversion Rate • Cost per Conversion • Conversion window from initial contact • # of touchpoints to conversion • ROMI .com Mobile Search Apps Email DM Display Call / Chat Dealershi p Telemetr y @lindroux @rauxa #infodevworld
- 14. REPRESENTATIVE KPIs: OWN .com Social Mobile Search Apps Email DM Display Call / Chat Dealershi p Telemetr y .com Social Mobile Search Apps Email DM Display Call / Chat Dealershi p Telemetr y Social Usage Advocacy Loyalty • # of posts by customers • # of tweets by customers • # of positive / negative mentions by customers • # of re-tweets • # of FB post shares • Net Promoter Score • # of logins • Customer Service email engagement (opens & clicks) • # of service appointments • Service conversion rate • CLTV • Service Compliance & Persistence Score • Lease Renewal Rate • Repurchase Rate .com Mobile Search Apps Email DM Display Call / Chat Dealershi p Telemetr y @lindroux @rauxa #infodevworld
- 15. Step 3: Understand the Investment 15 What do you pay to create a piece of content? Internal • Planners / Strategists • Copywriters • Designers • Videographer • Editors • SME Opportunity Cost External • Copyright • Vendors • Services @lindroux @rauxa #infodevworld
- 16. Understand the Investment 16 What do you pay to distribute a piece of content? Internal • Content manager • Social manager • PR manager • Marketing automation manager External • Vendors • Services • Paid search @lindroux @rauxa #infodevworld
- 17. Understand the Investment 17 Get more bang for your buck • Create content for all appropriate channels at the same time • Single content piece, costing $100, will yield a higher ROI if used in multiple places, for example: • An article • A blog post • Several tweets • A UGC prompt • Considering a scheduling tool to distribute at optimal times @lindroux @rauxa #infodevworld
- 18. More Bang for Your Content Buck Use the right mix • UCG is NOT free, but it can be cost-effective • Some original content is worth investing in • Quality over quantity @lindroux @rauxa #infodevworld
- 19. 19 Step 4: Measure the ROI 5 Point Scale Qualitative Quantitative Investment ROI = Value (Qualitative + Quantitative) Investment (Cost ÷Use) @lindroux @rauxa #infodevworld
- 20. 20 Measure the ROI @lindroux @rauxa #infodevworld
- 21. 21 Measure the ROI Measurement is the first step that leads to control and eventually to improvement ― H. James Harrington @lindroux @rauxa #infodevworld
- 22. 22 Step 5: Content Optimization Qualitative score > Quantitative score Consider your distribution plan, or rethink your evaluation criteria Quantitative score > Qualitative score Consider a rewrite, or rethink your evaluation criteria Both low Remove from circulation and adapt your content plan Both high Promote, reuse and adapt your content plan @lindroux @rauxa #infodevworld
- 23. 23 Content Optimization Step 1: Set Realistic Content Goals Step 2: Establish Measurable KPI’s Step 3: Understand the Investment Step 4: Measure the ROI Step 5: Content Optimization @lindroux @rauxa #infodevworld
- 24. 24 Example: Email Banking Advisory Read how complex analytics and process… Read how complex analytics and process helped deliver a priceless result for Mastercard @lindroux @rauxa #infodevworld
- 25. 25 Example: Email Qualitative Quantitative Overall Grade 4.8 Usability + Discoverability 4.4 Usefulness + Relevance 3.9 Clarity + Accuracy 4.2 Influence + Engagement 3.5 Voice + Tone 4.5 Complete 4.2 Business Value + CTA 3.5 Overall Grade 1.0 Exposure 4.0 Engagement 1.0 Conversion 0.0 Influence 0.0 Quantitative score < Qualitative score Rewrite the subject line @lindroux @rauxa #infodevworld
- 26. 26 Review Process and Cadence This looks like hard work • Set a review flag in your content management system • Review content in batches • Sampling is your friend – focus on high performing and low performing content @lindroux @rauxa #infodevworld
Editor's Notes
- #10: Journey State Goals Triggers Call-to-action Conversion