if it dont make dollars, it dont make sense. do you know your content roi?

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Do you know your content ROI? IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE Hana Abaza, Director of Marketing,

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A ton of money is poured into content creation each year, but nobody knows if its actually working. In this presentation, we looked at how to calculate content ROI, what other factors you need to consider and how to boost the overall return on your content marketing. .

TRANSCRIPT

Page 1: If it dont make dollars, it dont make sense. Do you know your content ROI?

Do you know your content ROI?

IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE

Hana Abaza, Director of Marketing,

Page 2: If it dont make dollars, it dont make sense. Do you know your content ROI?

WHY IT’S HOT

Page 3: If it dont make dollars, it dont make sense. Do you know your content ROI?

WHY IT’S NOT

Page 4: If it dont make dollars, it dont make sense. Do you know your content ROI?

$44 billion is poured into content

marketing annually, but businesses lack the infrastructure to succeed.

CONTENT IS NOT CONVERTING

Page 5: If it dont make dollars, it dont make sense. Do you know your content ROI?

IS YOUR CONTENT RESONATING WITH PEOPLE?

Page 6: If it dont make dollars, it dont make sense. Do you know your content ROI?

IS YOUR CONTENT DRIVING GROWTH?

Page 7: If it dont make dollars, it dont make sense. Do you know your content ROI?

HOW CONTENT CAN IMPACT GROWTH

Direct signups

Increase in lead quality

Increase in lead quantity

Shorter sales cycle

Lower cost per lead

Less churn

Page 8: If it dont make dollars, it dont make sense. Do you know your content ROI?

Growth Metrics

•  CTA conversion

•  Visit to lead conversion

•  Lead to customer conversion

•  Cost per lead / customer

•  Churn rate

Engagement Metrics

•  Time on site

•  Pages per visit

•  Social shares

•  Bounce rate

•  Search rankings

GROWTH METRICS ENGAGMENT METRICS VS

Page 9: If it dont make dollars, it dont make sense. Do you know your content ROI?

According to Joe, 3 Things That Matter

Is it converting customers?

Is it saving money?

Is it helping with customer retention?

Source: hub.uberflip.com

Page 10: If it dont make dollars, it dont make sense. Do you know your content ROI?

CALCULATING ROI

(Revenue Generated – Cost of Content Marketing) / Cost of Content Marketing = ROI

But there are other things to consider…

Page 11: If it dont make dollars, it dont make sense. Do you know your content ROI?

Content can have a measurable impact on brand perception…

Source: Buzzfeed

Page 12: If it dont make dollars, it dont make sense. Do you know your content ROI?

Source: Buzzfeed

Content can have a measurable impact on brand perception…

Page 13: If it dont make dollars, it dont make sense. Do you know your content ROI?

Understanding your business metrics will help you figure out and boost your marketing ROI.

Source: Rand Fishkin

FANTASY…

Page 14: If it dont make dollars, it dont make sense. Do you know your content ROI?

Understanding your business metrics will help you figure out and boost your marketing ROI.

Source: Rand Fishkin

REALITY…

Page 15: If it dont make dollars, it dont make sense. Do you know your content ROI?

Know your audience

Craft amazing content

Be consistent

But these aren’t enough…

TIPS TO BOOSTING CONTENT ROI

Page 16: If it dont make dollars, it dont make sense. Do you know your content ROI?

EXPERIENCE MATTERS

Page 17: If it dont make dollars, it dont make sense. Do you know your content ROI?

•  No distinct call to action

•  No recommended content

•  Nowhere to subscribe

•  No images or videos

•  No discovery

•  No mobile experience

AVOID THIS!

Page 18: If it dont make dollars, it dont make sense. Do you know your content ROI?

Try this…

Call to action

Recommend content

Imagery

Discover

http://resources.taulia.com/h/

Page 19: If it dont make dollars, it dont make sense. Do you know your content ROI?

TARGETING MATTERS

Page 20: If it dont make dollars, it dont make sense. Do you know your content ROI?

CONTROL MATTERS

Page 21: If it dont make dollars, it dont make sense. Do you know your content ROI?

CTAs MATTER

Page 22: If it dont make dollars, it dont make sense. Do you know your content ROI?
Page 23: If it dont make dollars, it dont make sense. Do you know your content ROI?

Hana Abaza

Director of Marketing uberflip.com

Thank you!