This document discusses measuring return on investment (ROI) for content marketing. It begins by defining ROI as (Gain from Investment - Cost of Investment) / Cost of Investment. It then explains that the metrics used to measure success should be based on which stage of the buying cycle the content is targeting - awareness, consideration, or conversion. Example metrics are provided for each stage, along with example content types. The document concludes by providing tips for measuring ROI such as incorporating goals into campaign planning, measuring dark social shares, comparing organic and paid traffic, and selecting commercially relevant metrics.
6. @ChelseaBlacker
ROI = (50,000 - 30,000) = 66%
30,000
August September Difference
Sales Revenue £150,000 £200,000 £50,000
Digital Marketing
Campaign Cost
£0 £30,000 £30,000
ROI =
(Gain from Investment - Cost of Investment)
COST OF INVESTMENT
7. Title goes Here
7
Identify what stage
in the buying cycle
you’re targeting,
then decide the
metrics for
success.
@ChelseaBlacker
8. @ChelseaBlacker
What stage are you at?
Awareness
Product sparks an
interest - meets a
need or creates a
need.
Consideration
Think about a
product and
research
marketplace
Conversion
Buy, join, or sign up
15. @ChelseaBlacker
Typical Onsite Content Metrics
● Organic rankings
● Organic, referral, and social traffic
● Social shares
● Conversions like
○ white paper and ebook downloads
○ email list generation
● Improved bounce rate
● Drop in abandoned baskets at checkout
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Measuring Traffic to Target URLs
Blog Post Title April 2016 April 2017 Change Keywords
Chelsea Flower
Show Visitors
Guide
547 3,495 538% Chelsea flower show 2017 - 9
Chelsea flower show 2017 gardens - 11
Chelsea flower show blog - 2
Chelsea winners 2016 - 16
31. @ChelseaBlacker
Clarify ROI Metrics Before You Do Any Work
● What results would motivate your boss to give
you a promotion or raise?
● When are your board meetings?
● When does your financial year end?
● What is your CPC, CPA, AOV in Adwords?
36. @ChelseaBlacker
Lorem Ipsum is simply dummy text
of the printing and typesetting
industry. Lorem Ipsum has been the
industry's standard dummy text ever
since the 1500s, when an unknown
printer took a galley of type and
scrambled it to make a type
specimen book
Paid Search Metric Organic Search Equivalent
CPC (Cost Per Click) SEO & Content Costs / Traffic
CPA (Cost Per Acquisition) SEO & Content Costs / Conversions
Conversion Rate (Conversions / Traffic) * 100
ROI (Revenue - SEO Costs) / SEO Costs * 100
Search: “seo metrics ses 2012”
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