Research from Econsultancy shows that 55% of consumer and 60% of B2B brands are planning to increase their content marketing spend in the next twelve months. But how can you be sure you're going to see a return on that investment? If you missed Quill founder and CEO, Ed Bussey presenting at the Digital Marketing Show then get the slides here. Ed discussed how content can be used to reach, acquire and retain customers. His presentation also defined the importance of measuring and benchmarking content in the same way as any other marketing activity and highlighted some key metrics that make this possible.

1. We write in your language
Measuring the success of content marketing;
the data that matters
Ed Bussey, Founder & CEO
November 2013

2. Welcome to the future of online marketing
“55% of consumer
and 60% of B2B
marketers plan to
increase their content
marketing spend in the
next 12 months”
Content Marketing
Institute
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“Brands are investing
in content rather than
advertising”
Ashley Friedlein, CEO Econsultancy
Digital Marketing & Ecommerce
Trends in 2013

3. What is content marketing?
3

4. Why is content marketing important?
Increases site conversion rates
by encouraging consumer purchasing
decisions amid growing
product choice & competition
Enhances brand awareness
& loyalty, by helping establish
clearer brand differentiation
and authority
Builds social media audiences
by creating the basis for dialogue
between brands and consumers
Boosts Google rankings & traffic,
since Google’s Panda updates
now requires fresh, unique content
Increases user
engagement, more time on
site and higher click through
and conversion rates
Enables companies to
reach wider audiences
via new markets, languages,
platforms, media and devices
…and more cost-effectively than paid advertising
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5. Reach
5

6. Acquisition
6

7. Retention
7

8. Measuring Reach
* Fully loaded cost of content: writers, editors, production & distribution
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9. Measuring Acquisition
9

10. Measuring Retention
10

11. Which is why we launched…
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12. To meet the demand for consistently high quality,
multi-language, bespoke digital content at scale
12

13. Quality brands in multiple sectors count on us to
write in their language
13

14. “Thank you”
Ed Bussey
CEO & Founder
edbussey@quill-company.com
+44 (0) 203 290 6150
3rd Floor, 52 Jermyn Street, London, SW1Y 6LX, UK
www.quill-company.com
One of the UK’s 250
fastest growing companies
Accelerate 250
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One of six digital
“agencies to watch” 2013
Econsultancy