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Boosting Content Marketing ROI through Technology Dr Dave Chaffey, CEO, SmartInsights.com Digital Strategy Advice

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About Dave About Dave Chaffey

•  Consultant, trainer and author in digital marketing since 1997

•  Editor of SmartInsights.com -

a digital strategy advice site with Expert (Pro) members in over 80 countries using our planning guides, templates and online courses to improve results.

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Complex Customer Journeys

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The Ascent of Martech

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SEO Strategy?

Social Media Strategy?

Content Marketing Strategy?

Audience Engagement Strategy?

Digital Marketing Strategy!

7 Download report and infographic

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The Content ROI Challenge

Download Contet Marketing report and infographic

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Content Marketing Costs! ¥  Red Bull now employs approximately 135 people just

for their media house ¥  Nestlé’s digital editorial team consists of almost 20

community managers and designers producing content every day.

¥  Coca-Cola “now reportedly spends more money creating its own content than it does on television advertising.”

Contently: State of Content Marketing 2015

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Global content marketing at Unilever:

$10m in savings with Percolate pilot

Source: Percolate Unilever case study

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Content Marketing Activities Martech

must support

Content planning inc goal-setting

Content ideation & research

Content creation

Content distribution

and promotion

Content governance

inc evaluation

Apply���Analytics platform

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ROI =

(Gain from investment – Cost of investment)

Cost of investment

See Evaluating Content ROI guide by Stephen Bateman for details

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Actionable Content Marketing Analytics

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7 Essential techniques for PROVING the value of content

Need to review value of blog and social media across the customer lifecycle, i.e. Smart Insights RACE inbound funnel: ¥  1. Dashboards to prove value to colleagues ¥  2. Volume - Set up Analytics Segments by channel ¥  3. Page Value e.g. for blog posts. SET UP GOALS in Google Analytics ¥  4. Revenue per visit e.g. SEO, AdWords, Social ¥  5. Attribution e.g. Google Analytics, Kissmetrics ¥  6. ROI calculations – top level and individual content initiatives ¥  7. Tools for showing social media amplification, influencer outreach

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17 Buffer Open Real Time Dashboard

The measures that matter?

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Typical CM evaluation challenge

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n Searches���% Brand

Reach Awareness and visits

Uniquevisitors

Bounce���rate

Revenue���per visit

Page views/���visit

Act Interaction and leads

nLeads % Conversion to lead

Goal value ���per visit

Average order value

Convert Sales and

profit

nSales % Conversion to sale

Sales value

n Brand���mentions

Engage Loyalty and advocacy

% active customers

% Customer���conversion

% existing sales value

Volume Quality Value

Creating a simplified RACE dashboard

Source: Smart Insights: RACE Planning Framework Segment and attribute for content types and channels

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Segment your audience in Google Analytics

¥  (Advanced) Segments = Powerful! ¥  Isolate one type of audience /

promotion to show their contribution ¥  Visits to blog – prompting sale ¥  New visits to blog ¥  Visits to specific content types ¥  SEO prompted visits ¥  Smartphone visits

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Use assisted conversions GA Multichannel funnels

Source: Design Damage

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#1: API service integration and Hubs

Example services: ¥  Marketo ¥  Act-on ¥  Salesforce/Exact Target

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#2: Content recommendation personalisation, retargeting and effectiveness review

Example services: ¥  Idio ¥  Monetate ¥  Demandbase

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#3: User Engagement, lead scoring and value optimisation

Example services: ¥  Kissmetrics ¥  Mixpanel ¥  Ecommera

Engagement analysis: Individual user: Kissmetrics

Cohort analysis: Groups of users: Kissmetrics

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How we use Kissmetrics

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Let’s Connect! Questions & discussion welcome SmartInsights.com:: Plan | Manage | Optimize

Presentation download : http://bit.ly/digitalskills2015

Free, Basic member tools ¥  Sample planning templates ¥  Planning infographics

www.smartinsights.com/membership

Premium, Expert member learning ¥  7 Step Guides to all digital marketing ¥  Online courses ¥  DIY Planning and optimisation templates in

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