Do you know your content ROI? IF IT DONT MAKE DOLLARS, IT DONT MAKE SENSE Hana Abaza, Director of Marketing, WHY ITS HOT WHY ITS NOT $44 billion is poured into content marketing annually, but businesses lack the infrastructure to succeed. CONTENT IS NOT CONVERTING IS YOUR CONTENT RESONATING WITH PEOPLE? IS YOUR CONTENT DRIVING GROWTH? HOW CONTENT CAN IMPACT GROWTH Direct signups Increase in lead quality Increase in lead quantity Shorter sales cycle Lower cost per lead Less churn Growth Metrics CTA conversion Visit to lead conversion Lead to customer conversion Cost per lead / customer Churn rate Engagement Metrics Time on site Pages per visit Social shares Bounce rate Search rankings GROWTH METRICSENGAGMENT METRICS VS According to Joe, 3 Things That Matter Is it converting customers? Is it saving money? Is it helping with customer retention? Source: hub.uberip.com CALCULATING ROI (Revenue Generated Cost of Content Marketing) / Cost of Content Marketing = ROI But there are other things to consider Content can have a measurable impact on brand perception Source: Buzzfeed Source: Buzzfeed Content can have a measurable impact on brand perception Understanding your business metrics will help you figure out and boost your marketing ROI. Source: Rand Fishkin FANTASY Understanding your business metrics will help you figure out and boost your marketing ROI. Source: Rand Fishkin REALITY Know your audience Craft amazing content Be consistent But these arent enough TIPS TO BOOSTING CONTENT ROI EXPERIENCE MATTERS No distinct call to action No recommended content Nowhere to subscribe No images or videos No discovery No mobile experience AVOID THIS! Try this Call to action Recommend content Imagery Discover http://resources.taulia.com/h/ TARGETING MATTERS CONTROL MATTERS CTAs MATTER Hana Abaza Director of Marketing uberflip.com Thank you!