ROI of Content Marketing - GDMS Conference

P O W E R
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How to Measure Your
Content Marketing to
Create Growth

@ A S H L E Y M A D H A T T E R
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Corporate Speaker
SEMrush
ASHLEY WARD
A G E N C Y O W N E R
C O N T E N T M A R K E T I N G
S O C I A L M E D I A
F A C E B O O K A D V E R T I S I N G
D O G M O M , F I A N C E , B A C K P A C K E R , H I K E R , O F F R O A D E R ,
I N T E R N A T I O N A L C O R P O R A T E S P E A K E R

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F o r b e s
88% of marketers integrate
content into their marketing
strategies

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C M I
But, 57% of marketers are
struggling to measure their
content marketing strategies

5
Let’s talk about how to measure your content
C O N T E N T M E T R I C S C O N T E N T C O S T S G E T T I N G A R E T U R NW H Y M E AS U R E
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F I N A L T I P S
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why measure
content?

7
1 million monthly users
growth plan
Business Expansion
in 2018

8
In January 2016, Equinox launched Furthermore, a standalone digital magazine - a separate product

Try New Content
Types
9
Expert Advice learning library
5.5 minutes

1 million views
> >
10

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What Are Your
Content Goals?

Which Goals
Are You Trying
to Accomplish?
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Website traffic increase
Blog traffic increase
Blog engagement
Decreased bounce rates
New leads
Registration form fill outs
Brand exposure
Become an authority figure
Increase ranking positions
Gain new backlinks - good ones
Customer loyalty
Customer education

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content metrics
you can measure
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F I N A L T I P S
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09:00
pm
M a y 2 6 t h 2 0 1 3
STURDAY

@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
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User
Behavior
Find user behavior
metrics using:
• SEMrush Reports
• Google Analytics
• CrazyEgg
• Chartbeat

Engagement
Find user engagement
metrics using:
• Social media platform analytics
• SEMrush Social Media Tracker
• Mention
17

SEO
Metrics
Find SEO metrics using:
• Google Analytics
• Google Webmaster Tools
• SEMrush On Page SEO Tracker
• SEMrush Domain Analytics
• Google Trends
19

Company
Revenue
Find company revenue:
• Track the number of returning
users in Google Analytics
• Check CRM for new leads /
existing leads
• Conversion rate = Conversions /
clicks
21

Content
Production
Metrics
• How much time did the content
need before you could measure?
• How many employees did it take
to produce the content?
• How long did it take to:
• Create the content
• Publish the content
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tips when
analyzing metrics

Change
Things Up For
New Results
24
A/B Test
Avoid throwing out
content types until all channels have
been tested.

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C o n t e n t
M a r k e t i n g
I n s t i t u t e
B2B marketers report sales lead quality
as their #1 most important metric
for measuring content marketing success;
even more important than sales and conversions.

Define Your
Key Metrics
Not all metrics are the same for all
content types.
Key metrics for blog posts:
Key metrics for podcasts:
26
Time on page, website traffic,
new users, bounce rate
Listening length, new
subscribers, shares

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now that we know
what to measure..
let’s look at costs
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F I N A L T I P S
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Time Money

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In-House
Costs

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A n n u a l S a l a r i e s

Annual
Salaries
401k
health insurance
benefits
bonuses
pay increases
HR department
payroll
etc.

P O W E R
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C O N T E N T C U R A T I O N
T O O L S
S O C I A L M E D I A S H A R I N G T O O L S
B R A N D M O N I T O R I N G T O O L S
Mention
W E B S I T E / A N A L Y T I C S T O O L S
Cost of
In-House
Tools

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Agency
Costs

Content Marketing Agency Costs
$1250-$2500
L O W
$2500 - $7500
M E D I U M
$10,000+
H I G H
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Honigman Media

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Freelancer
Costs

42
Honigman Media
Freelancer Content Marketer Costs
$35-$250
L O W
$250-$500
M E D I U M
$500-$3000
H I G H

Plus, Your
Own Time
Freelancing costs usually
extend outside the original cost of
the freelancer.
✓ Management time
✓ Editing time
✓ Communication time
43

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Advertising
Costs

Content Marketers Are Spending on Average $500 to
$5,000+ to Advertise Content
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keep content
costs down

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Repurpose
Your Content

Twitter Chat > Blog
Blog > Video
Video > Podcast
49

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Focus on Quality
NOT Quantity

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Invite
User-Generated
Content

76% of individuals
surveyed said
they trusted content
shared by
“average” people
more than by brands
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Adweek

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how can you profit from
content in 2018?
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F I N A L T I P S
5

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Match Content
With
Your Goal

blog posts
social media posts
email newsletters
infographics
videos
reviews
how-to guides
case studies
training courses
W E B S I T E
T R AF F I C
Create Content Relevant to Your Goals
email newsletters
landing pages
social media ads
social media posts
N E W
L E AD S
guest posts
blog posts
infographics
videos
reviews
how-to guides
case studies
training courses
I N C R E AS E
R AN K I N G S
training courses
email newsletters
blog posts
how-to guides
C U S T O M E R
E D U C AT I O N
B R AN D
E X P O S U R E
guest posts
blog posts
infographics
videos
case studies
social media posts
57

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Make the Content
Mobile - Friendly

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S w e o r
Mobile devices are projected to reach 79% of
global internet use by the end of 2018

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S w e o r
Nearly 8 in 10 customers would stop engaging with
content that doesn’t display well on their device

Responsive Content
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Text Size
Keep text at a readable size
Images
Keep image file sizes small and
loadable
Load Speed
Aim for load speed of less than
2 seconds

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Buzzfeed Desktop Keyword Positions

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Buzzfeed Mobile Keyword Positions

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A/B Test Verticals
and Content
Types

76% of B2B marketers blog, and 73% publish case studies
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Track Metrics
Over Time

Is the Content Receiving Backlinks, Engagement, or Conversions?
67

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final content
tips
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F I N AL T I P S
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Set Goals
69

Measure
Results
70

Keep On
71

P O W E R
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G E T S L I D E S
Ashley.Ward@SEMrush.com
L I N K E D I N
Linkedin.com/in/ashleyward90
S E M r u s h
www.SEMrush.com
F O L L O W M E

ROI of Content Marketing - GDMS Conference

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