The ROI of Non-
Promotional Content &
How to Track It
MATT KAMP
#KissWebinar @Kissmetrics
#KissWebinar
@thuelmadsen
Thue is the Kissmetrics Webinar Wizard and
Marketing Ops Manager. Before joining forces with
Kissmetrics, he was a Lyft dr...
@InfluenceandCo
#KissWebinar
@theMattKamp
1 Content Blindness
• Creating content to drive sales
• The Big Picture
• The content funnel
• Your content team
2 to Crea...
WATCH WEBINAR RECORDING NOW
Why Content?
Buyers want to feel connected to a brand before and
beyond purchase.
SO, WHAT’S THE PROBLEM?
According to AdAge, 75% of marketers said that content should
frequently mention products and serv...
BANNER BLINDNESS
SOLVE MEDIA
“ “You are more likely to complete Navy
SEAL training than click on a banner
ad.”
By flooding the online world with promotion-heavy
content, brands are contributing to content blindness.
CONTENT BLINDNESS
THE KEY POINTS OF A SALE
TRUST AND
RESPECT
STAYING TOP-
OF-MIND
INTERNAL
TIMING &
RESOURCES
How to Create Non-
Promotional Content That
Drives ROI
CREATING CONTENT TO DRIVE A SALE
DEMONSTRATE
EXPERTISE AND
LEADERSHIP
CREATE
CONSISTENT
POSITIVE
TOUCHPOINTS
EDUCATE ON
IM...
THE BIG PICTURE
One of the most attractive things about content is its opportunity
to drive qualified leads through a funn...
THE SEO VALUE OF CONTENT
SEO = High Quality, Engaging Content
A DOCUMENTED CONTENT STRATEGY
Documented Strategy + Knowledge Bank = Foundation
HARNESS YOUR COMPANY’S EXPERTISE USING A
KNOWLEDGE BANK
WHEN WRITING AN ARTICLE, ASK YOURSELF:
Who (are you reaching)?
Where (can you reach them)?
What (do they care about)?
Why ...
TOOLS TO FIND CONTENT INSPIRATION
Analyze trending content
Quora
Flipboard
Pocket
Twitter hashtags
CREATE MINI CAMPAIGNS
THE CONTENT FUNNEL
A WELL-ROUNDED CONTENT TEAM
CONTENT
STRATEGIST
SUBJECT MATTER
EXPERTS
CONSUMABLE
EDITOR
DISTRIBUTION
SPECIALIST
A QUOTE FROM OUR STATE OF CONTRIBUTED
CONTENT REPORT
Qualitative & Quantitative
Metrics to Track Content
ROI
THE WHY
Why do BOTH matter?
WHAT MAKES UP GREAT CONTENT?
Great Content = Marketing & Sales Enablement
THE CONTENT FUNNEL
New Clients
THE QUANTITATIVE APPROACH: THE METRICS
• Traffic
• Unique visitors per month
• Time on site
• Subscribers
• Social shares
...
LOG IN WITH
GOOGLE
Start Your Free Kissmetrics Trial
THE QUALITATIVE APPROACH
• Influence
• “Thought Leader”
• Brand awareness
• Credibility
• Trust
THE QUALITATIVE APPROACH
Content is the fuel and foundation for business development:
• During sales calls & email outreac...
MORAL OF THE STORY?
1. Always be testing.
2. Make data-driven decisions.
THE TIME VALUE OF CONTENT: OUR NUMBERS
In a June blog post, we analyzed
the last 90 days of blog content:
24,197 article v...
GRAVITY MEDIA EXAMPLE
Yuriy Boykiv
CEO
Gravity Media
GRAVITY MEDIA QUANTITATIVE ROI
2sales generated as a
direct result of content
GRAVITY MEDIA QUALITATIVE ROI
• Invited to speak
• Won awards
• Featured by Inc. as a result of his
content
The Science to
Getting 100+ Leads
From 1 Piece of
Content
$500 Off Your First
Month with Influence
& Co.
http://www.influe...
MATT KAMP
Director of Strategic Partnerships, Influence &
Co.
@theMattKamp
matt@influenceandco.com
THUE MADSEN
Marketing O...
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The ROI of Non-Promotional Content and How to Track It

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Why Content? Buyers want to feel connected to a brand before and beyond purchase.
SO, WHAT’S THE PROBLEM? According to AdAge, 75% of marketers said that content should frequently mention products and services, yet 60% of their audience turns down salesy content.
BANNER BLINDNESS SOLVE MEDIA “ “You are more likely to complete Navy SEAL training than click on a banner ad.”
By flooding the online world with promotion-heavy content, brands are contributing to content blindness. CONTENT BLINDNESS
THE KEY POINTS OF A SALE TRUST AND RESPECT STAYING TOP- OF-MIND INTERNAL TIMING & RESOURCES
How to Create Non- Promotional Content That Drives ROI
CREATING CONTENT TO DRIVE A SALE DEMONSTRATE EXPERTISE AND LEADERSHIP CREATE CONSISTENT POSITIVE TOUCHPOINTS EDUCATE ON IMPORTANCE
THE BIG PICTURE One of the most attractive things about content is its opportunity to drive qualified leads through a funnel.
THE SEO VALUE OF CONTENT SEO = High Quality, Engaging Content
A DOCUMENTED CONTENT STRATEGY Documented Strategy + Knowledge Bank = Foundation
HARNESS YOUR COMPANY’S EXPERTISE USING A KNOWLEDGE BANK
WHEN WRITING AN ARTICLE, ASK YOURSELF: Who (are you reaching)? Where (can you reach them)? What (do they care about)? Why (should they act on your message)? How (should they act after you reach them)? When (are you reaching them in the buying process)?
TOOLS TO FIND CONTENT INSPIRATION Analyze trending content Quora Flipboard Pocket Twitter hashtags
CREATE MINI CAMPAIGNS
THE CONTENT FUNNEL
A WELL-ROUNDED CONTENT TEAM CONTENT STRATEGIST SUBJECT MATTER EXPERTS CONSUMABLE EDITOR DISTRIBUTION SPECIALIST
A QUOTE FROM OUR STATE OF CONTRIBUTED CONTENT REPORT
Qualitative & Quantitative Metrics to Track Content ROI
THE WHY Why do BOTH matter?
WHAT MAKES UP GREAT CONTENT? Great Content = Marketing & Sales Enablement
THE CONTENT FUNNEL New Clients
THE QUANTITATIVE APPROACH: THE METRICS • Traffic • Unique visitors per month • Time on site • Subscribers • Social shares • Call-to-action clicks • Call-to-action click percentage • Conversion percentages • Number of leads • Number of marketing qualified leads • Sales numbers
THE QUALITATIVE APPROACH • Influence • “Thought Leader” • Brand awareness • Credibility • Trust
THE QUALITATIVE APPROACH Content is the fuel and foundation for business development: • During sales calls & email outreach • Online profile credibility • Social media • Newsletter • Blog • Speaking & awards applications • Lead capture • Marketing automation • HR • Current customer education + upsell + engagement
MORAL OF THE STORY? 1. Always be testing. 2. Make data-driven decisions.
THE TIME VALUE OF CONTENT: OUR NUMBERS
QUANTITATIVE ROI
2sales generated as a direct result of content
QUALITATIVE ROI • Invited to speak • Won awards • Featured by Inc. as a result of his content

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The ROI of Non-Promotional Content and How to Track It

  1. 1. The ROI of Non- Promotional Content & How to Track It MATT KAMP
  2. 2. #KissWebinar @Kissmetrics #KissWebinar @thuelmadsen
  3. 3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Matt Kamp is the director of strategic partnerships at Influence & Co., a content marketing firm that specializes in helping companies showcase their expertise through thought leadership. Their clients range from venture-backed startups to Fortune 500 brands. Matt’s passions include content marketing, sports, startups & making a difference. MATT KAMP Director of Strategic Partnerships, Influence & Co. @theMattKamp
  4. 4. @InfluenceandCo #KissWebinar @theMattKamp
  5. 5. 1 Content Blindness • Creating content to drive sales • The Big Picture • The content funnel • Your content team 2 to Create Non-Promotional Content That Drives ROI 3 Qualitative & Quantitative Metrics to Track Content ROI TABLE OF CONTENTS
  6. 6. WATCH WEBINAR RECORDING NOW
  7. 7. Why Content? Buyers want to feel connected to a brand before and beyond purchase.
  8. 8. SO, WHAT’S THE PROBLEM? According to AdAge, 75% of marketers said that content should frequently mention products and services, yet 60% of their audience turns down salesy content.
  9. 9. BANNER BLINDNESS SOLVE MEDIA “ “You are more likely to complete Navy SEAL training than click on a banner ad.”
  10. 10. By flooding the online world with promotion-heavy content, brands are contributing to content blindness. CONTENT BLINDNESS
  11. 11. THE KEY POINTS OF A SALE TRUST AND RESPECT STAYING TOP- OF-MIND INTERNAL TIMING & RESOURCES
  12. 12. How to Create Non- Promotional Content That Drives ROI
  13. 13. CREATING CONTENT TO DRIVE A SALE DEMONSTRATE EXPERTISE AND LEADERSHIP CREATE CONSISTENT POSITIVE TOUCHPOINTS EDUCATE ON IMPORTANCE
  14. 14. THE BIG PICTURE One of the most attractive things about content is its opportunity to drive qualified leads through a funnel.
  15. 15. THE SEO VALUE OF CONTENT SEO = High Quality, Engaging Content
  16. 16. A DOCUMENTED CONTENT STRATEGY Documented Strategy + Knowledge Bank = Foundation
  17. 17. HARNESS YOUR COMPANY’S EXPERTISE USING A KNOWLEDGE BANK
  18. 18. WHEN WRITING AN ARTICLE, ASK YOURSELF: Who (are you reaching)? Where (can you reach them)? What (do they care about)? Why (should they act on your message)? How (should they act after you reach them)? When (are you reaching them in the buying process)?
  19. 19. TOOLS TO FIND CONTENT INSPIRATION Analyze trending content Quora Flipboard Pocket Twitter hashtags
  20. 20. CREATE MINI CAMPAIGNS
  21. 21. THE CONTENT FUNNEL
  22. 22. A WELL-ROUNDED CONTENT TEAM CONTENT STRATEGIST SUBJECT MATTER EXPERTS CONSUMABLE EDITOR DISTRIBUTION SPECIALIST
  23. 23. A QUOTE FROM OUR STATE OF CONTRIBUTED CONTENT REPORT
  24. 24. Qualitative & Quantitative Metrics to Track Content ROI
  25. 25. THE WHY Why do BOTH matter?
  26. 26. WHAT MAKES UP GREAT CONTENT? Great Content = Marketing & Sales Enablement
  27. 27. THE CONTENT FUNNEL New Clients
  28. 28. THE QUANTITATIVE APPROACH: THE METRICS • Traffic • Unique visitors per month • Time on site • Subscribers • Social shares • Call-to-action clicks • Call-to-action click percentage • Conversion percentages • Number of leads • Number of marketing qualified leads • Sales numbers
  29. 29. LOG IN WITH GOOGLE Start Your Free Kissmetrics Trial
  30. 30. THE QUALITATIVE APPROACH • Influence • “Thought Leader” • Brand awareness • Credibility • Trust
  31. 31. THE QUALITATIVE APPROACH Content is the fuel and foundation for business development: • During sales calls & email outreach • Online profile credibility • Social media • Newsletter • Blog • Speaking & awards applications • Lead capture • Marketing automation • HR • Current customer education + upsell + engagement
  32. 32. MORAL OF THE STORY? 1. Always be testing. 2. Make data-driven decisions.
  33. 33. THE TIME VALUE OF CONTENT: OUR NUMBERS In a June blog post, we analyzed the last 90 days of blog content: 24,197 article views of our own blog: Only 10,481 views (43.3%) from past 90 days articles 13,716 views (56.7%) from 90+ days ago More Content = More Opportunity Over Time
  34. 34. GRAVITY MEDIA EXAMPLE Yuriy Boykiv CEO Gravity Media
  35. 35. GRAVITY MEDIA QUANTITATIVE ROI
  36. 36. 2sales generated as a direct result of content
  37. 37. GRAVITY MEDIA QUALITATIVE ROI • Invited to speak • Won awards • Featured by Inc. as a result of his content
  38. 38. The Science to Getting 100+ Leads From 1 Piece of Content $500 Off Your First Month with Influence & Co. http://www.influenceandco.com/webinar- contact http://offers.influenceandco.com/the- science-behind-getting-100-leads- whitepaper-download
  39. 39. MATT KAMP Director of Strategic Partnerships, Influence & Co. @theMattKamp matt@influenceandco.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?

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