james goldman - measure content value for dx investment

Confidential – © 2016 Equinix Inc. Equinix.com 1

Mapping ROI To Content Initiatives


INTRODUCTIONCONTENT VALUE PROPCREATE AND DEFINE THE FORMULA


James Goldman has spent the last 15+ years developing

contentIn the Enterprise B2B space. His

client list includes a host of Fortune 500 companies

including Oracle, Hewlett Packard Enterprise, Saleforce,

Verizon

Lindy Roux is the founder of DEFT: a consulting company focused on strategic

digital customer experiences helping clients define, deliver and optimize in the

digital space. www.digitallydeft.com


Individual

Content Initiativ

e

Business Strategy

Program Strategy

Content Strategy

What we are going to measure?

Blog

Whitepaper

Article

Presentation

5

Content Value


Would anyone miss your content if it wasn’t there?

If the your brand isn’t equated with high value content it will not have an impact on your customers.

Valuable

Usable

Desirable

Credible

Useful

Findable

Accessible


It Doesn’t Just Impact the Customer

You have to achieve full value from your content production efforts in order to realize robust marketing

ROI.

= Value

Investment

Two ways to increase ROI

ROIInvestment Value


We can’t increase what we can’t measure

= Value = ? Investment = ?ROI


We can’t increase what we can’t measure

=Value (Qualitative + Quantitative)

Investment (Cost ÷ Use)ROI

10

QUALITATIVE


Valuable doesn’t equal Value

≠Value (Qualitative + Quantitative)

Investment (Cost ÷ Use)Valuable

Usable

Desirable

Credible

Useful

Findable

Accessible

13

QUANTITATIVE


Match KPI’s to User Journeys

Understand specific user needs and drivers at every point in the customer journey


Digital KPI’s by Journey Stage

AWARENESS CONSIDERATION EVALUATION

16

Investment (Cost ÷ Use)


Costs

One time costs

Recurring

Administrative Technology

Person Hours

Productivity

Distribution Promotion

Localization


Reuse

Promotional Informational Departmental Structural 0

1

2

3

4

5

6

Valu

e of

Reu

sePromotional Reuse – Content used to populate a promotional channel (Example – Twitter or Facebook)

Informational Reuse – Content leveraged as an information resource for other editorial. (Example – Annual index or report)

Departmental/Channel Reuse – Content used by various department or channels that go beyond its original intention

Structural Reuse – Components directly leveraged to produce new content types

Reuse by Humans

Reuse by Computers

Quantitative measures external numbers. Reuse measure internal numbers


Defined ROI Components

Measured Against

Best Practice

+

QualitativeHow successful

are we at engaging our

audience

Quantitative

Resources, Hard Costs and Overall Investment

Costs

÷

ReuseQualitative Internal

=ROI


But how does this equal ROI?

What!?!?!Measured Against

Best Practice

+

QualitativeHow successful

are we at engaging our

audience

Quantitative

Resources, Hard Costs and Overall Investment

Costs

÷

=ROI ReuseQualitative Internal


Normalization is the Key to Measurement

Qualitative

Quantitative

Cost

5 Point Scale

=Value (Qualitative + Quantitative)

Investment (Cost ÷ Use)

Use

ROI


Was it worth doing or not?

Qualitative Grade 3.2Usability + Discoverability 4.0Usefulness + Relevance 4.0Clarity + Accuracy 3.0Influence + Engagement 3.0Voice + Tone 3.0Complete 2.0

Quantitative Grade 4.0

Exposure 4.0

Engagement 4.0

Influence 4.0

Overall Observations

• Succinct product descriptions

• Large imagery to coincide with products

• Images do not appear to use alt-text for SEO discoverability

• Ability to filter products by industry

• Persistent “Contact Us” call-to-action on page


Auditing for ROI


Summary

DEFINE VALUEQualitative based on best practiceQuantitative based on journey stage

DEFINE INVESTMENTCost structure based on contributors, opportunity loss and hard costReuse based on key categories

NORMALIZATIONClear measurement categoriesNormalized based on numeric scale