brighttalk content marketing summit
DESCRIPTION
How do you track the ROI of content assets you deploy on your website? How do you create content to appeal to readers, search engines, and your boss the demands a measurable return on the investment?Byron White and Carolyn McKibbin from ideaLaunch offer the answers you need to win the war of words on the web.TRANSCRIPT
Content Marketing ROI Measurement
BrightTalk
January 20, 2010
Byron White
Chief Idea Officer
Byron[@]ideaLaunch.com
Carolyn McKibbinDirector of Content Services
Carolyn[@]ideaLaunch.com
The content marketing revolution and revelation.
The content marketing plan,SEO plan and content plan.
Measuring the ROI of content marketing.
How to track and measure content marketing ROI
The Content Marketing Revolution and Revelation
It’s the art of listening to your customers’ wants and needs.
Listen UpSearch Box
Social Media
Web Analytics
Keyword Popularity
Customer Service
Questionnaires
And the science of delivering content in a compelling way.
MeasurementsBooks
Blogs
eBooks
RSS Feeds
Printed Books
Web
Widgets
It’s constantly testing campaigns to learn what works and what doesn’t.
Prediction TestingA/B Testing
Multivariate Testing
Eye Track Testing
Segmentation Testing
Geo Target Testing
Usability Testing
And measuring readers’ engagement and desire for more.
EngagementDownloads
Time on Page
Action on Page
Repeat Visitation
Send to Friend
Social Bookmark
It’s catching readers orbiting at high speeds at the right time and place.
Anytime ContentApplet
Desktop
Mobile
RSS Feeds
Podcasts
Social Networks
And engaging them with content on websites, gadgets and apps.
iPhone AppsUrban Spoon
Amazon Kindle
Sirius XM
SalesForce.com
Flixter
Fandango
It’s developing a content pipeline to educate, earn trust and drive sales.
New Sales PipelineOffer Content
Accumulate Leads
Score Leads
Distribute Leads
Induce Trial
Score New Activity
Measure Success
And scoring content engagement to find out who’s most likely to buy.
SalesForce ScoringFree Tool Interaction
Content Downloads
Proposal Downloads
Newsletter Sign Ups
Widget Interaction
Customer Logon
The Content Plan and SEO Plan
The content marketing plan becomes the nerve center for ROI measurement.
Table of ContentsScope of Project
Competitive Research
Customer Research
Keyword Research
SEO Plan
Content PlanPerformance Plan
Start by researching the competition with the free research tools.
Free Research ToolsWordVision.com
SpyFu.com
Compete.com
QuantCast.com
SEOMajestic.com
Raven-SEO-Tools.com
Tools.SEOBook.com
SEOToolSet.com
LinkVendor.com
MarketLeap.com
Competitive intelligence helps pinpoint strength, weakness and opportunity.
Content Asset YourSite.com Competitor.comTraffic A C
PPC Spend B A
Content Portfolio B B
Content Authority C B
Publishing Frequency D C
Social Reach F D
Social Conversations F F
Testimonials A F
Partnerships B A
Internal Links C B
Inbound Links C C
SEO Strength A C
SEO Performance B A
Testing Methodology A B
Find the opportunity to capture organic mind share and market share.
SEO PlanKeyword Universe
Golden Keywords
Keyword Silos
Internal Links
PPC Price
Search Volume
Search Market Share
Create an SEO Plan that balances reader interest with search engine appeal.
Use technology to find the hot topics and keywords for SEO.
Build a large keyword universe to measure performance and ROI.
Keyword Universe
10,000 Keywords
Long Tail
Short Tail
High PPC Price
High Search Volume
Recent Up Trends
Recent Down Trends
Market Share +-=
Select “golden” keywords for optimization, SEO and ROI goals.
Golden Keywords
150 Keywords
Priority
Weighted
1/3 Top 50-100
1/3 Top 1-50
1/3 Top >100
Keyword Silos
Primary Keywords
Secondary Keywords
Create category maps featuring primary and secondary SEO keywords.
Category Map
Hot Topic
Primary Keywords
Secondary Keywords
Create a Content Plan with the right mix of content assets.
Content AssetsArticles
Courseware
eBooks
Podcasts
Printed Books
Tip Centers
Webinars
Whitepapers
Widgets
WorkBooks
Find the hot topics for your content plan for readers and then the bots.
Content PlanSearch Box
Customer Service
FAQ Popularity
Social Media
Customer Surveys
Site Analytics
Brand Language
Listen-in to the conversations in the social media sphere to find the hot topics.
Social Research ToolsSearch.Twitter.com
Facebook.com/lexicon/
ThunderThimble.com
TechRigy.com
BlogSearch.Google.com
BlogPulse.com
IceRocket.com
TweetDeck.com
Make scoring content for SEO strength easy for all your writers.
Infuse your brand with the content you publish regularly.
Authority AssetsSpeaking Events
White Papers
Webinars
Podcasts
Books
Online Courses
Informational Guides
Press Releases
Time stamp publishing dates of content for impact and ROI tracking.
Return on Investment Tracking and Measurement
You can measure ROI in a variety of ways.
Tracking deployment dates of content assets is key for measuring ROI.
Track improved monthly listing positions for content optimization ROI.
Track increased traffic for search performance ROI.
Track repeat visitation for content engagement ROI.
Track increased time-on-site for content stickiness ROI.
Track improved conversion rates for content testing ROI.
Track increased leads from content interaction ROI.
Track increased sales from those leads for actual ROI.
Track decreased user acquisition cost for actual ROI.
What competitive intelligence does SpyFu offer?Bonus 101 Content Marketing TipsBook
ideaLaunch.com/content-marketing-resources
Download a PDF version of the 101 Content Marketing Tips book for free!
“Demand and track a measurable return on your investment in content marketing.”
Byron White, ideaLaunchChief Idea OfficerTwitter: @ByronWhite
Byron[at]ideaLaunch.com
Phone: 617-227-8800 x 201
Carolyn McKibbinDirector of Content
ServicesCarolyn [at] ideaLaunch.com
Phone: 617-227-8800 x 204
Let’s Talk.