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

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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

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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