test, rinse, repeat - continually increasing your content marketing roi - #spark15
TRANSCRIPT
TrackMavenTest, Rinse, Repeat: An Iterative Approach to Increasing Marketing ROI
Matt SiegelSenior Manager, Content Marketing
@VideoBlocks
‣ 4th fastest-growing media company in the U.S. by Inc. Magazine
‣ Subscribers get access to $10MM in royalty-free footage for just $99 a year
‣ Partner sites AudioBlocks and GraphicStock offer the same for graphics and audio
‣ Customers range from leading television and movie studios to prosumers, students, and hobbyists
VideoBlocks
Winning at content marketing is like winning in the ring.“ “
Becoming Data-Driven
I am the greatest. I said that even before I knew I was.MUHAMMAD ALI
FIRSTCommit to the goal of becoming more data-
driven
Adopt an iterative process that reinforces
continuous improvement
SECOND
?So what does a content
marketer’s training plan look like?
Data-Driven Marketing
BENCHMARK & SET GOALS Where are we, and where do we want to be?
CONTENT PLANNING What topics and tactics will help us achieve our goals?
REVIEW GOAL PROGRESS Where do we need to course correct?
What drives our and our competitors’ performance?CONTENT REVIEW
Getting Started
S M T W T F S
12
Benchmark & Set Goals Content Review
Content Planning Content Review
Review Goal Progress Content Review
Content ReviewReview Goal Progress
13
Everybody has a plan… until they get punched in the mouth.MIKE TYSON
‣Department tasked with Revenue Contribution
‣Oversee digital activities across VideoBlocks.com and sister sites GraphicStock.com and AudioBlocks.com
‣Goal: Acquire, Engage & Retain Customers
Marketing Department Objectives
THE CHALLENGE Fighting for Share of Voice Amongst More
Established Competitors
THE STRATEGYAn Iterative Approach to a
Smarter Editorial Calendar
Why TrackMaven?
✓Discover Topics & Tactics That Drive Marketing Performance
✓Real-Time Benchmarking & Reporting
Data-Driven Marketing
BENCHMARK & SET GOALS Where is my brand today vs. competitors on key metrics?
CONTENT PLANNING Which topics are we investing in? How can I A/B test different topics & tactics?
REVIEW GOAL PROGRESS How is our performance relative to our goals?
Which topics & tactics worked? Which didn’t?CONTENT REVIEW
Engagement is an Indicator of Future Success
HOOKSThrowing a hook…is like swinging a bat—the transfer of weight and force generated can create devastating damage such as a knockout.
Jabs + Hooks
Source: breakingmuscle.com
JABSThe most important punch is the jab. The jab doesn’t end fights, but it sets up everything that does.
HOOKSCustom content
In Our World
JABSReposts of 3rd party
content
First, test with the Jab
We noticed a trend in space related content. Our top “jabs” for June and July featured moons and planets, as did those of our competitors.
The Jab landed, Invest with the Hook
We responded, of course, with a planetary footage “hook” of our own, which became one of our most engaging—and best converting—posts to date.
ROPE-A-DOPE
Let your competitors do the work
Where are competitors’ investments paying off?
We noticed a lot of popular watercolor posts among our industry leaders.
Invest where others have achieved success
We responded with some “watercolor” content which beat our “back to school” gallery (inspired by our own search data) in engagement and conversions.
THE RESULTS
VideoBlocks interactions vs. competitors for 12 mo.SHARE OF INTERACTIONS HAS GROWN FROM 1% TO OVER 20%
VideoBlocks
GraphicStock Facebook interactions for past 12 mo.OVER 7X GROWTH IN MONTHLY INTERACTIONS
Questions?
Matt Siegel@MattSiegelMedia
Jamey Jeff@jameyjeff