measuring roi in content marketing, wtf uk is content marketing, november 2016
TRANSCRIPT
Bewareoffalseknowledge;itismoredangerousthanignorance.Readmoreat:
http://www.brainyquote.com/quotes/quotes/g/georgebern141483.html
Always start with a George Bernard Shaw quote
“Beware of false knowledge; it is more dangerous than ignorance”
• When?
• What?
• Where?
• How?
GENEROUS IDEA
MESSAGING
CHANNELS & FORMATS
ADVOCACY
- Awareness- Brand tracker results
- Brand differentiation- Consideration
- CTR/Engagement- Conversion
- Reach (headroom)- CPM- SEO/SEM
- Loyalty/LTV- Sentiment- Organic reach & NPS
KPIs
MULTIVARIATE TESTING & DISTRIBUTION
• Who is most valuable?
• What is most valuable?
• Where is most valuable?
• When is most valuable?
• ? is most valuable?
17
PRETARGETING EMAIL
DISPLAY PRICE COMPARISON
SEM
+£1.8MPER MONTH
+30%UPLIFT
+123%UPLIFT
NEW 234KPER MONTH
+165%UPLIFT
Key learnings:
• Avoid the tyranny of last click attribution
• Understand how you count
• Understand the value of what you’re counting
• Know that creative and distribution go hand in glove
• Build processes that allow you to use the insights
“No question is so difficult to answer as that to which the answer is obvious”