Great Ideas | Great Content | Great Results

Tracking Content ROIAffCon2010

June 20th, 2010

Byron WhiteChief Idea Officer

Twitter: @ByronWhiteByron@ideaLaunch.com

ideaLaunch offers content marketing, services, solutions and technology to a wide range or clients.

Our journey begin with LifeTips.com in 2000, a property that now attracts about 1 million unique monthly readers.

LifeTips Sponsor Program LifeTips WebmasterRadio.FM

We now own and manage a number of brands and micro-sites all focused on content creation, content optimization and content performance solutions.

ideaLaunch: Content Marketing Agency WriterAccess: Marketplace

WordVision: SEO Toolset SplitTestLab: A/B Testing

Content Plan Quality Content ROI Measurement

Tips and Advice for Tracking Content ROI

Start by creating an overall content marketing plan that becomes the nerve center for ROI measurement.

Table of Contents

Scope of Project

Competitive Research

Customer Research

Keyword Research

SEO Plan

Content Plan

Performance Plan

Use all the free research tools to find the opportunity to grow market share and mind share.

Free Research Tools

WordVision.com

SpyFu.com

Compete.com

QuantCast.com

SEOMajestic.com

Raven-SEO-Tools.com

Tools.SEOBook.com

SEOToolSet.com

LinkVendor.com

MarketLeap.com

Analyze the competition and pinpoint opportunity for growth and distinction.

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

Analyze organic market share and pinpoint opportunity for growth.

SEO Plan

Keyword 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.

Select “golden” keywords for optimization, SEO scoring 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 super-simple category maps for writers and make it easy to create content to specification.

Category Map

Hot Topic

Primary Keywords

Secondary Keywords

Explore a variety of content assets to catch readers orbiting at high speeds.

Content Assets

Articles

Courseware

eBooks

Podcasts

Printed Books

Tip Centers

Webinars

Whitepapers

Widgets

WorkBooks

Listen-in to the conversations in the social media sphere to find the hot topics.

Social Research Tools

Search.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.

Time stamp publishing dates of content for impact and ROI tracking.

You can measure ROI in a variety of ways.

Track improved monthly listing positions.

Track increased traffic.

Track repeat visitation.

Track increased time-on-site.

Track improved conversion rates.

Track increased leads that download content.

Track increased sales from the leads that interact with content assets.

“The only marketing left is content marketing.” Seth Godin

Byron White, ideaLaunch

Chief Idea Officer

Twitter: @ByronWhite

Byron[at]ideaLaunch.com

Phone: 617-227-8800 x 201

Free Book Download: ideaLaunch.com/101