Improve the ROI of Your Content Marketing
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There are a lot of people creating content -- really, really good content. With increasing competition, how can content marketers ensure that they are getting in front of the right people?
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Improve the ROI of Your Content Marketing
- 4. #readmyebook Everyone is doing content marketing Source: Content Marketing Chaos, Kapost
- 5. #readmyebook Everyone is doing content marketing Source: Content Marketing Chaos, Kapost 8% of all marketers are nuts
- 6. #readmyebook ...and it’s still not enough Source: 2014 B2B Content Marketing Trends—North America,, Content Marketing Institute
- 7. #readmyebook Most companies plan to do more Source: 2014 B2B Content Marketing Trends—North America,, Content Marketing Institute 58% of marketers plan to increase the amount of content they’re producing over the next 12 months
- 8. #readmyebook Perceived Reality Hmm...I wonder if anyone has written an engaging ebook on this topic...
- 9. #readmyebook Reality I’m exhausted. Is there any chance Bob will have those TPS reports to me on time to hit the deadline? How do other companies manage TPS reports? I can’t wait to catch up on Game of Thrones tonight Are we out of coffee?
- 11. $56,700 $142,400 $335,200 $1,057,300 60% 70% 77% 83% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% $0 $200,000 $400,000 $600,000 $800,000 $1,000,000 $1,200,000 1 2 3 4 Content Marketing Spend by Company Size Total Percent of Total Spent on Distribution Source: Custom Content Council, 2012 Fewer than 10 employees 10 to 99 employees 100-999 employees 1000+ employees
- 13. #readmyebook Distribution Channels Owned - Blog - Co-marketing - Social - SEO Earned - Viral - PR - Word-of-mouth Paid - Display - Search - Social
- 14. #readmyebook Distribution Channels Owned - Blog - Co-marketing - Social - SEO Earned - Viral - PR - Word-of-mouth Paid - Display - Search - Social
- 15. #readmyebook Even the inbound masters use it
- 18. Getting started
- 19. #readmyebook Step 1: pick your channel High Intent: Searching for your product Organic Search Retargeting Paid Search Display Ads Mobile Ads Social Low Intent: Not searching for your product
- 20. #readmyebook Step 2: prepare your follow-up High Intent: Searching for your product Organic Search Retargeting Paid Search 1 Landing page: free trial offer 2 Sales call/email 3 Convert to paying customer
- 21. #readmyebook Step 2: prepare your follow-up 1 Landing page: content offer 2 Nurturing emails 3 Sales call/email 4 Convert to paying customer Display Ads Mobile Ads Social Low Intent: Not searching for your product
- 22. #readmyebook Step 3: determine your budget LTV: $4500/customer Acquisition budget: $1500/new customer SaaS Rule of 1/3
- 23. #readmyebook Step 3: determine your budget $1500 Customer Acquisition Goal (1/3 LTV/ new customer) 2%Average Conversion Rate 50Leads/ sale $30Cost/ Lead Goal =
- 24. #readmyebook Step 4: set up your campaign Simple naming conventions Lowercase Link lead to campaign
- 25. #readmyebook Step 4: set up your campaign http://go.rjmetrics.com/calculating-roi-using- clv?utm_campaign=twitter+roi- keywords&utm_source=twitter&utm_med ium=cpc&utm_content=whitepaper
- 26. Step 4: set up your campaign
- 28. #readmyebook Step 5: measure performance 1 Spend 2 Impressions 3 Clicks 4 Leads 5 Qualified Leads 6 Customers
- 29. Things to think about for the future
- 30. #readmyebook Future considerations 1. What’s the lifetime value of customers acquired through these channels? 2. What pieces of content are turning paid leads into paying customers? 3. Is my paid audience promoting my brand?
- 31. Thank you.