1.
The ROI of Non-
Promotional Content &
How to Track It
MATT KAMP

2.
#KissWebinar @Kissmetrics
#KissWebinar
@thuelmadsen

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.
@InfluenceandCo
#KissWebinar
@theMattKamp

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.
WATCH WEBINAR RECORDING NOW

7.
Why Content?
Buyers want to feel connected to a brand before and
beyond purchase.

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.
BANNER BLINDNESS
SOLVE MEDIA
“ “You are more likely to complete Navy
SEAL training than click on a banner
ad.”

10.
By flooding the online world with promotion-heavy
content, brands are contributing to content blindness.
CONTENT BLINDNESS

11.
THE KEY POINTS OF A SALE
TRUST AND
RESPECT
STAYING TOP-
OF-MIND
INTERNAL
TIMING &
RESOURCES

12.
How to Create Non-
Promotional Content That
Drives ROI

13.
CREATING CONTENT TO DRIVE A SALE
DEMONSTRATE
EXPERTISE AND
LEADERSHIP
CREATE
CONSISTENT
POSITIVE
TOUCHPOINTS
EDUCATE ON
IMPORTANCE

14.
THE BIG PICTURE
One of the most attractive things about content is its opportunity
to drive qualified leads through a funnel.

15.
THE SEO VALUE OF CONTENT
SEO = High Quality, Engaging Content

16.
A DOCUMENTED CONTENT STRATEGY
Documented Strategy + Knowledge Bank = Foundation

17.
HARNESS YOUR COMPANY’S EXPERTISE USING A
KNOWLEDGE BANK

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.
TOOLS TO FIND CONTENT INSPIRATION
Analyze trending content
Quora
Flipboard
Pocket
Twitter hashtags

20.
CREATE MINI CAMPAIGNS

21.
THE CONTENT FUNNEL

22.
A WELL-ROUNDED CONTENT TEAM
CONTENT
STRATEGIST
SUBJECT MATTER
EXPERTS
CONSUMABLE
EDITOR
DISTRIBUTION
SPECIALIST

23.
A QUOTE FROM OUR STATE OF CONTRIBUTED
CONTENT REPORT

24.
Qualitative & Quantitative
Metrics to Track Content
ROI

25.
THE WHY
Why do BOTH matter?

26.
WHAT MAKES UP GREAT CONTENT?
Great Content = Marketing & Sales Enablement

27.
THE CONTENT FUNNEL
New Clients

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.
LOG IN WITH
GOOGLE
Start Your Free Kissmetrics Trial

30.
THE QUALITATIVE APPROACH
• Influence
• “Thought Leader”
• Brand awareness
• Credibility
• Trust

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.
MORAL OF THE STORY?
1. Always be testing.
2. Make data-driven decisions.

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.
GRAVITY MEDIA EXAMPLE
Yuriy Boykiv
CEO
Gravity Media

35.
GRAVITY MEDIA QUANTITATIVE ROI

36.
2sales generated as a
direct result of content

37.
GRAVITY MEDIA QUALITATIVE ROI
• Invited to speak
• Won awards
• Featured by Inc. as a result of his
content

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.
MATT KAMP
Director of Strategic Partnerships, Influence &
Co.
@theMattKamp
matt@influenceandco.com
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?