Todd Wheatland, VP, Thought Leadership & Marketing at Kelly Services, rolls up his sleeves and gets dirty with data in this use case of how Kelly Services built relevant analytics. Content Marketing Strategies Conference - May 2012. http://ContentMarketingNow.com @contentmktgnow

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what is
Content Marke+ng ROI
content? !
what has changed
with content !
Todd Wheatland
at Kelly?!
Kelly Services

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The Greek Economy
Professional
Small
Civil Servant Pharmacist / Union Leader
Businessman
Taxi Driver

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Overview
Dangers of Measuring Individual Tac+cs
The Kelly Situa+on – Culture, Business Objec+ves
Kelly’s Content Marke+ng Approach
A Star+ng Point
The Trouble with Funnels
When Do You Measure Success?
How Do You Measure?
Interes+ng Things to Measure
Primary Indicators for Everybody
Metrics We Love
Cause & Effect

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The Kelly Situa5on:
Product: Complex workforce solu+ons
Target: Largest 5,000 companies globally
Deal Size: $50m ‐ $2bn
Key Buyer Titles: HR, Procurement, Opera+ons, C‐Suite
Ave Time to Close: 12‐24 months
CULTURE:
Conserva+ve, Service‐Driven, 65yrs+, Fortune 500 Co.
BROAD OBJECTIVES:
Change percep+ons of Kelly towards higher‐end capabili+es.
Lead the intellectual dialog.
New and exis+ng customer targets.

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Content Marke5ng Approach:
Highly Atomized Within 5 Key Topic Areas
At least 20 unique pieces of content for each of 100+ keywords per year.

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A Star5ng Point
Conversion
&
Purchasing
Site &
Lead
Community
Metrics
Metrics

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A Star5ng Point
Content
‐ #s
‐ By persona
‐ By topic
‐ By keyword
‐ By region
‐ etc
Content

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A Star5ng Point
Distribu5on
‐ Company sites
‐ Partner channels (contra)
‐ Partner channels (paid)
‐ LI Groups (owned)
‐ LI Groups (member)
‐ LI (paid)
‐ etc
Measure
‐ # Views?
Content
‐ # Downloads?
Distribu+on ‐ Poten+al Reach
‐ etc

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A Star5ng Point
Sharing
‐ Social ac+vity
Measure
‐ # LI shares, Likes,
Content
Tweets, etc
Distribu+on ‐ # Comments
‐ Poten+al Reach
Sharing

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A Star5ng Point
Lead Capture
‐ Lead Genera+on
Measure
‐ Site Registra+ons
Content
‐ Group Members
Distribu+on ‐ etc
Sharing Lead Capture

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A Star5ng Point
Lead Nurture
‐ Movement through
engagement funnel
Measure
‐ Rela+onship between
Content
content assets and
Distribu+on Lead Nurture sales ac+vity
Sharing Lead Capture

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A Star5ng Point
Sale
Measure
Sale ‐ Mee+ngs
Content
‐ RFPs
Distribu+on Lead Nurture ‐ Closed Deals
‐ Projected Rev
Sharing Lead Capture ‐ Actual Rev
‐ Projected NP
‐ Actual NP

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A Star5ng Point
SEO
Measure
Sale ‐ Own pages
Content
‐ Partner pages
Distribu+on Lead Nurture ‐ Distributed content
‐ etc
Sharing Lead Capture
SEO

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The Problem with Funnels

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WHEN do you measure success?

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WHEN do you measure success?

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WHEN do you measure success?

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How do you measure? #1

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How do you measure? #2
60,000+ Views
80+ Blogs
200+ Social Shares on Kelly
networks (1,800+ on others)
400+ SUBS
85 MQLs

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Interes5ng things to measure:
Trends – Not Absolutes

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Interes5ng things to measure:

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Interes5ng things to measure:

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Primary Indicators for Everyone

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Cause & Effect
Originated Lead
Influenced Personal Network
Ini+al Large
Influenced Co. Network
New Customer
Purchase
Nurtured Lead
MoTS Nurtured Lead
Exis+ng Customer X‐Sell / UpSell Nurtured Lead
New Geo / Div Nurtured Lead
TRICKY STUFF
Cross‐channel MQL connec+ons
Individual touches per target account (+ total Co touches)

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Metrics I Really Like
MQL Subscriber Growth by Source / Cost / Content Item(s)
Funnel Stage by Source / Cost / Content Item(s)
Nurturing Metrics
Time on Page / Ave Page Views
SM trends – especially comments, LI shares
OTHER THINGS I THINK ARE IMPORTANT:
# of Earned Speaking Engagements in target topics
Brand percep+on amongst target audiences
NPS scores
GROWING IMPORTANCE:
Time to Stage and Close
Content Asset Interac+on through Stages to Close

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