marketing the return on content

Marketing the Return on Content

Tina Kelly, VP Interactive Marketing, McMurry/TMG

“Content Marketing” Explosion

Source: Google Insights

$118.4 billion will be spent on content

marketing, video marketing and social media in 2013.

Source: eMarketer

27,000,000Pieces of content are

shared everyday.

Source: AOL & Neilson

Content marketing costs 62% less than traditional marketing and generates

about 3 times as many leads.

Source: Demand Metric

In 2012, consumers considered 10 pieces of content before making

a purchase.

Source: INC.5000

Return on Content• McMurry/TMG’s trademarked company-wide

commitment to providing measurable and accountable success for every client program.

• Both a concept & a discipline. • Our approach to reporting success back to our

clients.

Return on Content• Intelligent and selective presentation of relevant

data • Data presented in graphically original and

illuminating ways to enable and accelerate comprehension

• Insightful commentary providing important insights gathered from close examination by our experts

• Recommended actions based on the story told by the data

The Path to Return on Content

The Basics1. Identify Your Goals2. Define Measurement Points3. Track4. Measure5. Consistently Optimize

Identifying Your Goals

Step 1: Identify Your Goals• Brand Awareness• Web Traffic• Conversions/Leads• Sales

Create Measurement Points

Step 2: Creating Measurement Points

1. Sales2. Leads3. Actions

SalesTrack content driving to a purchase action.

Lead FormsInclude in the page or banners with compelling calls-to-action.

Lead Forms/Gated ContentGate Content: Place high-valued content behind a registration form to gain prospect information for lead generation and future marketing:• White papers• Infographics• eBooks• Video

Actions• Email sign-up• Contest submission• Account creation• Store locator• Subscriptions• App Downloads

Offline Actions• Drive online via custom ULR’s• QR codes• Contests

What do you do if you can’t close the loop?

Consumption• Traffic• Time on Site• Pages/visit• Bounce Rate• Improved Optimization

Consumption Metrics• Traffic• Time on Site• Pages/visit• Bounce Rate

Engagement Metrics• Social Sharing• Comments & Replies• Ratings

Additional Value• Improved Optimization/Rankings• Thought Leadership

Analyze, Report & Optimize

Step 3: Analyze, Report & Optimize

Q & A Session

Contact Me With QuestionsTina KellyVP, Interactive MarketingMcMurry/TMGTina.Kelly@McMurryTMG.com602.395.5850 (direct)

You’ve mastered the theory, now put it into practice

Use the Show Guide to match this session’s categories with the

providers in the Hall who can help execute!

See Page 18 for details