1. The ROI of Digital Content
Ahava Leibtag
President
Aha Media Group, LLC

2. WHAT IS CONTENT?
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3. The ROI of Digital Content 3

4. Great relationships begin
with great conversations.
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5. How does the conversation begin?
In traditional media,
you start talking to
them.
On the Web,
they start talking to you
and asking your questions.
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6. Every time a consumer
interacts with your brand,
there’s a conversation
taking place.
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7. Brands and Content
A brand is a promise.
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#1
#2 #5
#4
#3

8. WHY BOTHER WITH CONTENT?
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9. The ROI of Digital Content 9

10. Content Types
• Written articles
• Podcasts
• Video
• Photographs
• Infographics
• Slide Shows
• Whitepapers
• Polls/Survey data
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11. VS.
(DON’T GET CONFUSED)
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12. Content Delivery Vehicles
• Websites
• Blogs
• Newsletters
• iTunes
• YouTube
• Facebook
• Twitter
• Slideshare
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13. WHAT IS CONTENT STRATEGY?
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14. The ROI of Digital Content 14

15. Content Strategy
Takes the guesswork out of
execution so creativity about
content can flourish.
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16. The Sales Cycle
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17. Email Addresses/Contacts
Engaged
Prospect &
Recycled
Lead
Sales Lead
Opport
unity
Custo
mer
• Emails/Contacts: Not yet leads,
just have entered the funnel
• Engaged: Show real engagement
by downloading content,
opening an email, commenting
on a blog post
• Prospect: Qualified but are not
ready to buy (decision makers?)
• Lead: Prospects that show
enough behavioral engagement
that we want to call them
• Sales lead: Qualified by sales
• Opportunity: Part of the active
pipeline
• Customer: They have bought an
product or solution
• Upsell and retain: Keep them
buying
Classic Sales Funnel
Marketing Sales
Nurturing
Database
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18. Different Types of Media
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19. Media Today
• Paid media
• Owned media
• Earned media
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20. Paid Media
• Search engine marketing
• Advertising
• Paid search (pay-per-click campaigns)
Attracts attention and traffic to nurture new leads.
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21. Owned Media
• Media you develop and use for your
organization
• Digital content that lives on your:
oWebsite
o Social media channels
Establish and own your voice.
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22. Earned Media
• Media generated by someone other than your
own company:
o Journalists
o Media outlets
o Bloggers
o Public relations vendors working to create buzz
about your products or services
Can gain you credibility. Can also damage you.
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23. Content Drives Revenue!
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24. ROI of Digital Content
• Content is a conversation
• Content supports the sales process
• It helps your customers do what they need
to do
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25. Our Process
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27. Content Strategy = The GPS
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28. The ROI of Digital Content 28

29. The ROI of Digital Content 29

30. Process
1. Build a business case
2. Content auditing
3. Content planning
• Personas
• Identity Pillars
• Messaging Architecture
4. Content creation
5. Establishing workflows
6. Content analysis
7. Establishing content governance
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31. Content Planning
• Who are you talking to?
• Who are you?
• What are you trying to say?
• What are the priorities of those messages?
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32. Social Media Distribution
• Who are your target audiences?
• Where do they spend their time?
• What formats of content do they respond to best?
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34. Questions?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
Twitter: ahavaL
301-452-5331
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