Content Roi Rauxa

1. WHAT’S IT WORTH?
5 STEPS TO ACHIEVING CONTENT ROI

2. “What’s the point of publishing content that doesn’t
make a difference in some way?
The further down the publishing path brands get, the more
pressure there will be to show results from their efforts. In
2014, a good number of brands will put real pressure on their
marketing teams to tie the thread between publishing results
and business results.”
- Contently, State of Content Marketing 2014
!

3. When Should you Focus on Content ROI?
Before its too late!
@lindroux
@rauxa
#infodevworld

4. 4!
When Should you Focus on Content ROI?
• Before a major platform move?
• At the beginning of a campaign?
• At the end of a campaign?
• When evaluating the performance of your content team?
• On a continuous cycle?
@lindroux
@rauxa
#infodevworld

5. 5!
When Should you Focus on Content ROI?
• Before a major platform move?
• At the beginning of a campaign?
• At the end of a campaign?
• When evaluating the performance of your content team?
• On a continuous cycle?
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@lindroux
@rauxa
#infodevworld

6. Step 1: Set Realistic Content Goals
6!
Prioritized Content Goals
• Start with business goals
• Layer in user needs
• Map to the journey
• Align and prioritize
• Keep it real
@lindroux
@rauxa
#infodevworld

7. What does your business need?
• Increase market share
• Increase brand loyalty
• Increase brand awareness
• Establish the business as an expert in the
industry.
How can your content support these needs?
• Lead generation
• Reward your customers for their engagement
• Focus on SEO and broadcast to drive traffic
• Focus on thought leadership
Business Goals
7!
@lindroux
@rauxa
#infodevworld

8. User Goals
What do your users need to know?
• How can I start today?
• Who is coming into my home?
• What will they install?
• How much will it cost?
• How does the process work?
@lindroux
@rauxa
#infodevworld

9. 9!
Journey and Channel-specific Goals
Reach
Depth
Relationship
Brand awareness
Brand
Purchase
Re-engagement
Re-purchase
EducationAdvocate
Engagement
!
Paid
Earned
Owned
@lindroux
@rauxa
#infodevworld

10. 10!
Step 2: Establish Measurable KPI’s
@lindroux
@rauxa
#infodevworld

11. 11!
Evaluation Criteria
Qualitative
• Brand and style consistency
• Plain language
• Findability
• Authority
• Relevance
• Business goals
• User needs
• Current
Quantitative
• Exposure (content views, impressions)
• Engagement (time, clicks, rating, comments)
• Conversion
• Purchase (attributable conversion)
• Registration (for gated content)
• Deeper engagement (return visits, clickthrough)
• Redistribution (shares, repins, etc)
• Age
@lindroux
@rauxa
#infodevworld

12. .com
Mobile
Social
Search
Apps
Email
DM
Display
Call
/
Chat
Dealershi
p
Telemetr
y
.com
Social
Mobile
Search
Apps
Email
DM
Display
Call
/
Chat
Dealershi
p
Telemetr
y
Awareness
Mobile
Considera-on
Evalua-on
• #
of
Likes
• #
PosiEve
MenEons
/
Growth
• #
of
Pins
• #
App
Downloads
• Email
RegistraEon
/
Growth
• Email
Open
Rate
• Email
CTR
• DM
Response
Rate
• Avg.
number
of
pages
viewed
• Avg.
Time
on
site
• CPM
(Cost
Per
Impression)
• CTR
(Click
Through
Rate)
• CPC
(Cost
Per
Click)
• CPA
(Cost
Per
AcEon)
• #
of
Fans
/
Fan
Growth
• #
of
Followers
/
Growth
• Total
Page
Views
(.com)
• Unique
Page
Views
(.com)
• Total
Page
Views
(M.)
• Unique
Page
Views
(M.)
• Email
Open
Rate
• Email
CTR
• #
of
unique/total
app
logins
• #
unique/total
vehicle
builds
• #
of
model
page
views
• #
of
video
views
• Avg.
%
of
video
viewed
• Avg.
mins.
of
video
viewed
.com
Social
Search
Apps
Email
DM
Display
Call
/
Chat
Dealershi
p
Telemetr
y
REPRESENTATIVE KPIs: SHOP!
@lindroux
@rauxa
#infodevworld

13. REPRESENTATIVE KPIs: BUY!
.com
Social
Mobile
Search
Apps
Email
DM
Display
Call
/
Chat
Dealershi
p
Telemetry
.com
Social
Mobile
Search
Apps
Email
DM
Display
Call
/
Chat
Dealershi
p
Telemetr
y
Intent
Trial
Purchase
• #
Social
of
scheduled
test
drives
• #
of
completed
test
drives
• #
of
dealer
visits
from
site
• #
of
saved
model
builds
• #
of
inventory
searches
• #
of
dealer
searches
• #
of
clicks
to
contact
a
dealer
• Form
compleEons
/
rate
• Cost
per
form
compleEon
• Lead
Volume
• Lead
Rate
• Cost
Per
Lead
• Conversion
Rate
• Lead
to
conversion
Rate
• Cost
per
Conversion
• Conversion
window
from
iniEal
contact
• #
of
touchpoints
to
conversion
• ROMI
.com
Mobile
Search
Apps
Email
DM
Display
Call
/
Chat
Dealershi
p
Telemetry
@lindroux
@rauxa
#infodevworld

14. REPRESENTATIVE KPIs: OWN!
.com
Social
Mobile
Search
Apps
Email
DM
Display
Call
/
Chat
Dealershi
p
Telemetr
y
.com
Social
Mobile
Search
Apps
Email
DM
Display
Call
/
Chat
Dealershi
p
Telemetr
y
Usage
Social
Advocacy
Loyalty
• #
of
posts
by
customers
• #
of
tweets
by
customers
• #
of
posiEve
/
negaEve
menEons
by
customers
• #
of
re-­‐tweets
• #
of
FB
post
shares
• Net
Promoter
Score
• #
of
logins
• Customer
Service
email
engagement
(opens
&
clicks)
• #
of
service
appointments
• Service
conversion
rate
• CLTV
• Service
Compliance
&
Persistence
Score
• Lease
Renewal
Rate
• Repurchase
Rate
.com
Mobile
Search
Apps
Email
DM
Display
Call
/
Chat
Dealershi
p
Telemetr
y
@lindroux
@rauxa
#infodevworld

15. Step 3: Understand the Investment
15!
What do you pay to create a piece
of content?
Internal
• Planners / Strategists
• Copywriters
• Designers
• Videographer
• Editors
• SME Opportunity Cost
External
• Copyright
• Vendors
• Services
@lindroux
@rauxa
#infodevworld

16. Understand the Investment
16!
What do you pay to distribute a piece
of content?
Internal
• Content manager
• Social manager
• PR manager
• Marketing automation manager
External
• Vendors
• Services
• Paid search
@lindroux
@rauxa
#infodevworld

17. Understand the Investment
17!
Get more bang for your buck
• Create content for all appropriate channels at the
same time
• Single content piece, costing $100, will yield a
higher ROI if used in multiple places, for example:
• An article
• A blog post
• Several tweets
• A UGC prompt
• Considering a scheduling tool to distribute at
optimal times
@lindroux
@rauxa
#infodevworld

18. More Bang for Your Content Buck
Use the right mix
• UCG is NOT free, but it can be cost-effective
• Some original content is worth investing in
• Quality over quantity
@lindroux
@rauxa
#infodevworld

19. 19!
Step 4: Measure the ROI
5
Point
Scale
Qualitative! Quantitative! Investment!
ROI! =
Value
(QualitaEve
+
QuanEtaEve)
Investment
(Cost
÷
Use)
@lindroux
@rauxa
#infodevworld

20. 20!
Measure the ROI
@lindroux
@rauxa
#infodevworld

21. 21!
Measure the ROI
Measurement
is
the
first
step
that
leads
to
control
and
eventually
to
improvement
―
H.
James
Harrington
@lindroux
@rauxa
#infodevworld

22. 22!
Step 5: Content Optimization
Qualitative score > Quantitative score!
Consider your distribution plan, or rethink your evaluation criteria!
!
Quantitative score > Qualitative score!
Consider a rewrite, or rethink your evaluation criteria!
!
Both low!
Remove from circulation and adapt your content plan!
!
Both high !
Promote, reuse and adapt your content plan!
!
!
@lindroux
@rauxa
#infodevworld

23. 23!
Content Optimization
Step 1:
Set Realistic
Content
Goals
Step 2:
Establish
Measurable
KPI’s
Step 3:
Understand
the
Investment
Step 5:
Content
Optimization
Step 4:
Measure
the ROI
@lindroux
@rauxa
#infodevworld

24. 24!
Example: Case Study
@lindroux
@rauxa
#infodevworld

25. 25!
Example: Case Study
QualitaEve
QuanEtaEve
Overall Grade! 4.0!
Usability + Discoverability! 3.8!
Usefulness + Relevance! 3.7!
Clarity + Accuracy! 4.0!
Influence + Engagement! 4.2!
Voice + Tone! 4.0!
Complete! 3.2!
Business Value + CTA! 3.7!
Overall Grade! 2.3!
Exposure! 3.0!
Engagement! 2.2!
Conversion! 0,0!
Influence! 3.2!
Qualita-ve
score
>
Quan-ta-ve
score
Drive
conversion
based
on
value
@lindroux
@rauxa
#infodevworld

26. 26!
Example: Webinar
@lindroux
@rauxa
#infodevworld

27. 27!
Example: Webinar
QualitaEve
QuanEtaEve
Overall Grade! 2.2!
Usability + Discoverability! 2.4!
Usefulness + Relevance! 1.0!
Clarity + Accuracy! 3.2!
Influence + Engagement! 1.2!
Voice + Tone! 1.6!
Complete! 2.2!
Business Value + CTA! 3.0!
Overall Grade! 4.3!
Exposure! 4.8!
Engagement! 4.6!
Conversion! 2.3!
Influence! 3.8!
Quan-ta-ve
score
>
Qualita-ve
score
Consider
targeEng
@lindroux
@rauxa
#infodevworld

28. 28!
Example: Whitepaper
@lindroux
@rauxa
#infodevworld

29. 29!
Example: Whitepaper
QualitaEve
QuanEtaEve
Overall Grade! 4.5!
Usability + Discoverability! 4.4!
Usefulness + Relevance! 3.9!
Clarity + Accuracy! 4.5!
Influence + Engagement! 3.5!
Voice + Tone! 4.5!
Complete! 4.2!
Business Value + CTA! 3.7!
Overall Grade! 4.3!
Exposure! 4.8!
Engagement! 4.6!
Conversion! 4.5!
Influence! 3.8!
Quan-ta-ve
score
and
Qualita-ve
score
are
High
Think
content
structure
and
re-­‐use
@lindroux
@rauxa
#infodevworld

30. 30!
Example: Email
Banking
Advisory
Read
how
complex
analy-cs
and
process…
Read
how
complex
analyEcs
and
process
helped
deliver
a
priceless
result
for
Mastercard
@lindroux
@rauxa
#infodevworld

31. 31!
Example: Email
QualitaEve
QuanEtaEve
Overall Grade! 4.8!
Usability + Discoverability! 4.4!
Usefulness + Relevance! 3.9!
Clarity + Accuracy! 4.2!
Influence + Engagement! 3.5!
Voice + Tone! 4.5!
Complete! 4.2!
Business Value + CTA! 3.5!
Overall Grade! 1.0!
Exposure! 4.0!
Engagement! 1.0!
Conversion! 0.0!
Influence! 0.0!
Quan-ta-ve
score
<
Qualita-ve
score
Rewrite
the
subject
line
@lindroux
@rauxa
#infodevworld

32. 32!
Review Process and Cadence
This looks like hard work
• Set a review flag in your content management
system
• Review content in batches
• Sampling is your friend – focus on high performing
and low performing content
@lindroux
@rauxa
#infodevworld

33. 33!
And don’t do this…
@lindroux
@rauxa
#infodevworld