Content Marketing ROI Measurement

BrightTalk

January 20, 2010

Byron White

Chief Idea Officer

Byron[@]ideaLaunch.com

Carolyn McKibbinDirector of Content Services

Carolyn[@]ideaLaunch.com

The content marketing revolution and revelation.

The content marketing plan,SEO plan and content plan.

Measuring the ROI of content marketing.

How to track and measure content marketing ROI

The Content Marketing Revolution and Revelation

It’s the art of listening to your customers’ wants and needs.

Listen UpSearch Box

Social Media

Web Analytics

Keyword Popularity

Customer Service

Questionnaires

And the science of delivering content in a compelling way.

MeasurementsBooks

Blogs

eBooks

RSS Feeds

Printed Books

Web

Widgets

It’s constantly testing campaigns to learn what works and what doesn’t.

Prediction TestingA/B Testing

Multivariate Testing

Eye Track Testing

Segmentation Testing

Geo Target Testing

Usability Testing

And measuring readers’ engagement and desire for more.

EngagementDownloads

Time on Page

Action on Page

Repeat Visitation

Send to Friend

Social Bookmark

It’s catching readers orbiting at high speeds at the right time and place.

Anytime ContentApplet

Desktop

Mobile

RSS Feeds

Podcasts

Social Networks

And engaging them with content on websites, gadgets and apps.

iPhone AppsUrban Spoon

Amazon Kindle

Sirius XM

SalesForce.com

Flixter

Fandango

It’s developing a content pipeline to educate, earn trust and drive sales.

New Sales PipelineOffer Content

Accumulate Leads

Score Leads

Distribute Leads

Induce Trial

Score New Activity

Measure Success

And scoring content engagement to find out who’s most likely to buy.

SalesForce ScoringFree Tool Interaction

Content Downloads

Proposal Downloads

Newsletter Sign Ups

Widget Interaction

Customer Logon

The Content Plan and SEO Plan

The content marketing plan becomes the nerve center for ROI measurement.

Table of ContentsScope of Project

Competitive Research

Customer Research

Keyword Research

SEO Plan

Content PlanPerformance Plan

Start by researching the competition with the free research tools.

Free Research ToolsWordVision.com

SpyFu.com

Compete.com

QuantCast.com

SEOMajestic.com

Raven-SEO-Tools.com

Tools.SEOBook.com

SEOToolSet.com

LinkVendor.com

MarketLeap.com

Competitive intelligence helps pinpoint strength, weakness and opportunity.

Content Asset YourSite.com Competitor.comTraffic A C

PPC Spend B A

Content Portfolio B B

Content Authority C B

Publishing Frequency D C

Social Reach F D

Social Conversations F F

Testimonials A F

Partnerships B A

Internal Links C B

Inbound Links C C

SEO Strength A C

SEO Performance B A

Testing Methodology A B

Find the opportunity to capture organic mind share and market share.

SEO PlanKeyword Universe

Golden Keywords

Keyword Silos

Internal Links

PPC Price

Search Volume

Search Market Share

Create an SEO Plan that balances reader interest with search engine appeal.

Use technology to find the hot topics and keywords for SEO.

Build a large keyword universe to measure performance and ROI.

Keyword Universe

10,000 Keywords

Long Tail

Short Tail

High PPC Price

High Search Volume

Recent Up Trends

Recent Down Trends

Market Share +-=

Select “golden” keywords for optimization, SEO and ROI goals.

Golden Keywords

150 Keywords

Priority

Weighted

1/3 Top 50-100

1/3 Top 1-50

1/3 Top >100

Keyword Silos

Primary Keywords

Secondary Keywords

Create category maps featuring primary and secondary SEO keywords.

Category Map

Hot Topic

Primary Keywords

Secondary Keywords

Create a Content Plan with the right mix of content assets.

Content AssetsArticles

Courseware

eBooks

Podcasts

Printed Books

Tip Centers

Webinars

Whitepapers

Widgets

WorkBooks

Find the hot topics for your content plan for readers and then the bots.

Content PlanSearch Box

Customer Service

FAQ Popularity

Social Media

Customer Surveys

Site Analytics

Brand Language

Listen-in to the conversations in the social media sphere to find the hot topics.

Social Research ToolsSearch.Twitter.com

Facebook.com/lexicon/

ThunderThimble.com

TechRigy.com

BlogSearch.Google.com

BlogPulse.com

IceRocket.com

TweetDeck.com

Make scoring content for SEO strength easy for all your writers.

Infuse your brand with the content you publish regularly.

Authority AssetsSpeaking Events

White Papers

Webinars

Podcasts

Books

Online Courses

Informational Guides

Press Releases

Time stamp publishing dates of content for impact and ROI tracking.

Return on Investment Tracking and Measurement

You can measure ROI in a variety of ways.

Tracking deployment dates of content assets is key for measuring ROI.

Track improved monthly listing positions for content optimization ROI.

Track increased traffic for search performance ROI.

Track repeat visitation for content engagement ROI.

Track increased time-on-site for content stickiness ROI.

Track improved conversion rates for content testing ROI.

Track increased leads from content interaction ROI.

Track increased sales from those leads for actual ROI.

Track decreased user acquisition cost for actual ROI.

What competitive intelligence does SpyFu offer?Bonus 101 Content Marketing TipsBook

ideaLaunch.com/content-marketing-resources

Download a PDF version of the 101 Content Marketing Tips book for free!

“Demand and track a measurable return on your investment in content marketing.”

Byron White, ideaLaunchChief Idea OfficerTwitter: @ByronWhite

Byron[at]ideaLaunch.com

Phone: 617-227-8800 x 201

Carolyn McKibbinDirector of Content

ServicesCarolyn [at] ideaLaunch.com

Phone: 617-227-8800 x 204

Let’s Talk.