How to Conquer the Content ROI Conundrum

HOW TO CONQUER
THE CONTENT ROI CONUNDRUM
Heidi Bullock
VP Demand Generation
Marketo
@HeidiBullock
Hana Abaza
VP Marketing
Uberflip
@HanaAbaza

@uberﬂip#ContentHacks !
Questions? We’ve got answers!
(At the end of the webinar J)
WE WILL SEND THE RECORDING.

Questions? We’ve got answers!
(At the end of the webinar J)
WE WILL SEND THE RECORDING.
JOIN IN ON

STICK AROUND FOR A DEMO

MEET THE EXPERT
Heidi Bullock
Marketo
Street Cred:
•  I am an expert because I do this every day for my job. At
Marketo we are very metrics driven so we have measured the
impact of content for a long.
•  I learned my hacks definitely through necessity. I have to
illustrate how we spend our dollars so I am always thinking
about how to show results. I also love seeing how other
marketers measure as well – so I look at articles and blogs
online a lot.
•  I kick butt because I don’t just talk the talk but I walk the walk!
I am not just talking about how to do these hacks, I really use
them.

LET’S GET HACKING!

Content Marketing is a Big Deal
Source: CAM foundation!

Content fuels your marketing
programs
Good content!
Good performance!
Sub-optimal content!
Poor performance!

Content is used across channels and
programs to drive initiatives
Demand !
Generation!
Brand Awareness!
Customer Retention! Sales!

Content  
is not free

1.  Protect your budget for
content initiatives
2.  Create the case for more
budget for new content
projects
3.  Keep or bring on additional
resources
Why should you care?

You need to understand content ROI
It shouldn’t be a mystery…

But, measurement is hard

Overview
•  8 Success Secrets
•  Setting Goals
•  ROI
•  Real-life examples
•  Q&A

8 Success Secrets

Success Secret #1: Agree on Metrics

Example – What Metric Matters?
Social Referrals!
Increased time spent on-
site!
Pipeline!

Scenario
We created a snazzy new blog!!
Awesome marketers!
CEO!
The blog has 1000
views!!
So
what?!

When Metrics Take Away Credibility!
Vanity Metrics
Sound good and impress
people, but don’t measure
impact on revenue or
proﬁtability.!
Activity Metrics
Measure what you do
instead of what results and
impact you have.

When Metrics Take Away Credibility
Cost Metrics
Frame marketing in terms
of cost and spending
instead of results and
outcomes.

The best event programs incorporate intentional !
measurement strategies in advance.!
Success Secret #2: Set Goals Upfront
eBook is launched!
Measure Initial
Program Successes:!
Blog social shares!
Watching video!
Download of eBook!
Google Analytics
Analysis !
First and Multi-Touch Pipeline associated with
content asset!
Revenue Won!
Jan! Feb! Apr! May! June!

Success Secret #3: Terminology
1. Do not use cost metrics!
2. Be consistent!
3. Remember who you are talking to!
!
Wow, our
engagement,
likes, and Klout
have never
looked better!!
What are they
##$%^ talking
about?!
sales! marketing team!

Success Secret #4: Design Programs to
be Measurable
955 shares (blog)!
10.8K downloads!
440 new names!
$35.7K MT pipeline!

1.  Collect the right data to answer your
question
2.  Add tags to measure
3.  Think about setting goals in GA
4.  Consider content grouping to see what
topics perform the best
5.  Look at the landing pages report
6.  Look at page views
7.  Consider attribution modeling to see
where content plays a role
If you don’t have MA, you better
have GA!
Source: http://www.jeffalytics.com/google-analytics-tips-measuring-content/!

Success Secret #5: Have defined
metrics for clearly evaluating content
Early !
1!
• Lift in website traffic, new visitors, social
shares, referring domains, form fill outs,
comments and site interactions!
2!
• Subscription to email or RSS, new names, %
new names per program !
3!
• # Leads (right demographics, desired
behavior), investment per lead!
4!
• Engagement score for set of programs per
month!
1!
• # of opportunities!
2!
• First Touch Ratio !
3!
• Multi Touch Ratio!
4!
• Pipeline !
!
Late!

Success Secret #6:
Build data into your review process
Which content offer performs the best for this email
program?!

Success Secret #7: Keep it simple
vs.!

Success Secret 8: Measure, but focus on
decisions to improve ROI
Source: Infogineering Model!

Setting Your Content Goals

Do not just jump to content tactics…
ebooks!
blog!
webinars!
SlideShare!
white papers!
infographics!
I just love
infographics! !

Goals for Content Marketing

Content Marketing Goal! Related Metrics!
Drive thought leadership! Ex: Klout, pr mentions, increase in social (Twitter,
FB), web trafﬁc spikes post initiative!
Increase brand awareness!
!
Ex: share of voice (can measure share of trafﬁc),
increase in social (Twitter, FB)!
Lead generation !
!
Ex: Increase in key metrics (tofu, mofu, bofu) -> #
downloads, # leads, # opps!
Customer acquisition! Ex: # new customers, time to acquire!
Customer retention / loyalty! Ex: NPS, #existing customers, renewals, turnover !
Set and prioritize your goals

Asset! Stage! Programs ! Measurement!
1 month! 3 months ! 6 months!
Top 10 Reasons to
Consider MA Asset!
Mid -
Stage!
Nurturing – mid stage
track!
Engagement
Score >90!
6 MT opps! 18K MT pipeline!
Website! Form fill outs!
on website - 1000!
10 FT opps, 14
MT opps!
30K FT pipeline,
42K MT pipeline!
PPC!
!
Form fill outs -
1500!
4 FT opps, 10 MT
opps!
12K FT pipeline,
30K MT pipeline!
Retargeting campaigns
– lead score >50!
Form fill outs - 300! 5 MT opps! 15K in MT
pipeline!
Enterprise field event
follow up !
Email ctr 2% - 100
form fill outs!
4 MT opps! 100K in MT
pipeline!
Demand Gen Example Detailed

Setting Benchmarks

Example
Downloads
Week 1
Month 1

Low
*4050
*7290

Medium (10%)
4560
8028

High (15%)
4765
8340

Very early indicator!

Program ROI

•  Which content assets work best for you at TOFU, MOFU, BOFU
•  What blog post topics have the best engagement?
•  Which content assets are best performing for a particular vendor 
(ex: paid email, paid webinar)?
•  Which assets are good for bringing in qualiﬁed leads?
•  Which assets are good for opportunity creation?
•  What content works best in nurturing?
Example Questions

Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics

Downloaded
eBook on
Analytics!
Registered
for Analytics
Webinar!
Downloaded
Analytics
Survey
Results!
Attended
“Top 10
Marketing
Reports”
Webinar!
Engaged
with us at
Big
Tradeshow!
Connected
with Sales
Rep!
First Touch
3 months!
$100K!
$100K!

Downloaded
eBook on
Analytics!
Registered
for Analytics
Webinar!
Downloaded
Analytics
Survey
Results!
Attended
“Top 10
Marketing
Reports”
Webinar!
Engaged
with us at
Big
Tradeshow!
Connected
with Sales
Rep!
Multi Touch
3 months!
$25K!
$0!
$25K!
$25K! $100K!
$25K!

(FT or MT) Ratio =
Pipeline / Investment 

For Marketo:

>10 is Great and <5 is Not so good

Know what is effective at  
TOFU vs. MOFU
Page! FT Revenue! MT Revenue!
Asset A! $410,000! $525,000!
Asset B! $320,000! $903,000!
Asset C! $325,000! $117,000!
More efficient at
pushing leads
through funnel!
More efficient at
acquiring the right
leads!

Example
Website – 23K views, 10,283 downloads!
Email – 2,730 clicked!
Slideshare – 7,693 views!
Social impressions – 1,149!
Good!
BEST!

Real Life Examples

Example #1: Blog

Your Blog

Blog - Results
From average 14 a week to 145/week -
10X growth!!

Blog Piece

Goals: Brand awareness, lead generation
Metric: blog share index and MT pipeline
Timing: blog shares (month), MT pipeline (3 months)
Questions:
•  Which post has the highest engagement for the month?
•  How did it compare on the Index?
•  How many new names did a particular post bring in?
•  Did this content help create pipeline?
•  Which post had the best ROI?
Blog Posts

1.  Create an index
2.  Compare to posts from previous
year (same month)
3.  Compare with posts in current
month
One Method – Early Measurement
80 = great!
70!
60!
50 = average!
40!
30!
20 = not so
great!

Early Stage Assessment
How are we
doing
compared to
last year at this
time?!
How are we
doing
compared to
other posts
this month?!

Later Stage Assessment!
Shares! Index! New
Names!
Pipeline!
1.3K
shares!
60 – for
this
month!
100! 50K MT
pipeline!
!
time!

How was engagement?!
!
1.3K shares!
How did it compare to other posts (using
the Index)?!
!
60 – above average for month
42 – not above average
compared to last year!
How many new names did a particular
post bring in?!
100!
Did this content help create pipeline?! 50K MT pipeline!
Performance

Comparison
Shares! Index! New Names! Pipeline!
1K
shares!
60! 24 ! 27K MT!
408
shares!
40! 60! 10K MT!
806!
shares!
50! 15! 80K MT!
time!

Which post has the highest engagement for the month?!
!
Personalized Web Engagement!
How did it compare to other posts (using the Index)?!
!
60 – highest for the month!
How many total new names were generated?! 400!
How much total pipeline?! $120K- MT !
Which post had the best ROI?! How Marketing Automation Powers Small
Teams - $80K MT !
Performance

Example #2:  
Large Content Initiative

Thought  
Leadership Piece

•  Goal: Brand awareness and lead generation
•  Metric: engagement with C- level, new names, pipeline
•  Timing: month one, three months out, 1 year
•  Questions:
•  Did we create C-level engagement?
•  Did this topic resonate with our target audience?
•  Did this post bring in any news names?
•  Did this content help create pipeline?
•  What were the top performing channels?
•  How did the program do overall wrt to pipeline?
!
Large  
Content  
Initiative

Google Analytics

Early Stage Assessment
Early Indicators! Metric! Comments! Rating!
Engagement! 1.3K shares! Above our
standard index of
50!
New Names!
!
2309! $17 / new name –
this is reasonable!
Did it resonate with our target
audience (C-level marketers)?!
!
% of names
– C level !
50% were VP or
above, good!
!
!
!

Later Stage Assessment
Late Indicators! Metric! Comments! Rating!
FT Pipeline! $1.04M! 26 FT ratio –
good ROI!
MT Pipeline! $2.34M! 59 FT ratio –
good ROI!
!
Closed Won $ (FT)! $455K! 10x - positive! !
!
!

Top Performing Channels! Revenue Won!
Webinar - sponsored! $350K!
Email - Marketo database! $25K!
Email - sponsored! $22K!
Social - paid! $15K!
All others! $43K!
Top Performing Channels

Did we create C-level engagement?!
!
Yes – 50% of new names were VP and
above!
Did this topic resonate with our target
audience?!
!
Yes – 1.3K shares, above our index for the
month!
Did this post bring in any news names?!
!
Yes -2,309!
Did this content help create pipeline?!
!
Yes - $1.04M -FT, $2.34M- MT !
What were the top performing channels?!
!
Webinar!
How did the program do overall wrt to pipeline?!
!
10x ROI!
Performance

Content ROI: The Magic 3
1.
Establish
Goals
and

ROI
Es3mates
Up-‐Front

2.
Design
Programs
to

Be
Measurable

3.
Focus
on
the

Decisions
that
Improve

ROI

•  Content fuels EVERYTHING!
•  Utilize your content on every channel – get
the word out!!
•  Set goals upfront and make your content
trackable to measure against your goals!
•  Identify which content pieces work for
each stage of the funnel (TOFU vs. MOFU
vs. BOFU)!
@heidibullock!
Key Takeaways

QUESTION TIME!
hub.uberflip.com
Heidi Bullock
VP Demand Gen
Marketo
@heidibullock
Hana Abaza
VP Marketing
Uberflip
@hanaabaza

How to Conquer the Content ROI Conundrum

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (20)

Destaque

Destaque (7)

Semelhante a How to Conquer the Content ROI Conundrum

Semelhante a How to Conquer the Content ROI Conundrum (20)

Mais de Uberflip

Mais de Uberflip (20)

Último

Último (20)

How to Conquer the Content ROI Conundrum