TFM&A - Content Marketing ROI 2015 - Dave Chaffey - Smart Insights
1. 1@DaveChaffey
Evaluating Content
Marketing ROI
Techniques, tools and the
VQVC KPIs to help you prove
Content Marketing
Effectiveness
Dr Dave Chaffey
SmartInsights.com
Digital marketing strategy advice
Presented at Technology for Marketing & Advertising, London.
Download: http://bit.ly/smartdigital2015
2. 2@DaveChaffey
About
Dave
About Dave Chaffey
o Consultant and trainer in
Digital since 1997
o Author of 5 bestselling
digital marketing books
o CEO and Editor of
SmartInsights.com - a
marketing advice site
with Expert (Pro)
members in over 50
countries using our
templates, planning
guides and online
courses to improve
results.
4. 4@DaveChaffey
Countering the social media /
content marketing backlash!
“The theory that people want to engage with brands
online and share their enthusiasm with their friends
and that their friends will share their enthusiasm with
other friends through social media channels has
turned out to be an infantile fantasy”
Source: AdRants
5. 5@DaveChaffey
Content marketing Costs!
Red Bull now employs approximately
135 people just for their media house
Nestlé’s digital editorial team consists of
almost 20 community managers and
designers producing content every day.
Coca-Cola “now reportedly spends more
money creating its own content than it
does on television advertising.”
Contently: State of Content Marketing 2015
8. 8@DaveChaffey
How are you evaluating
content marketing ROI?
Can you measure ROI of:
A. Overall investment in “content
marketing” including SEO?
B. Content marketing initiatives?
C. Individual content assets?
10. 10@DaveChaffey
Should you have “One Content
Marketing Metric” to rule them all?
No, but shows three
main types of value:
o 1. Organic SEO
value
o 2. Conversion value
o 3. Amplification
value (social)
See Moz “One Metric” discussion
11. 11@DaveChaffey
So, what should my KPIs cover?
VQVC
Volume of visits, interactions with audience
(by channel)
Quality of visits, interactions, i.e. conversion
Value of visits, interactions, i.e. revenue
Cost of content development
12. 12@DaveChaffey
ROI =
(Gain from investment – Cost of investment)
Cost of investment
See Evaluating Content ROI guide by Stephen Bateman for details
13. 13@DaveChaffey
7 Essential techniques for PROVING
the value of content
Need to review value of blog and social media across the
customer lifecycle, i.e. Smart Insights RACE inbound funnel:
1. Dashboards to prove value to colleagues
2. Volume - Set up Analytics Segments by channel
3. Page Value e.g. for blog posts
4. Revenue per visit e.g. SEO, AdWords, Social
5. Attribution e.g. Google Analytics, Kissmetrics
6. ROI calculations – top level and individual content
initiatives
7. Tools for showing social media amplification
16. 16@DaveChaffey
n Searches
% Brand
Reach
Awareness
and visits
Unique
visitors
Bounce
rate
Revenue
per visit
Page views/
visit
Act
Interaction
and leads
nLeads
%
Conversion
to lead
Goal value
per visit
Average
order value
Convert
Sales and
profit
nSales
%
Conversion
to sale
Sales
value
n Brand
mentions
Engage
Loyalty and
advocacy
% active
customers
% Customer
conversion
% existing
sales value
Volume Quality Value
Creating a simplified RACE dashboard
Source: Smart Insights: RACE Planning Framework
Segment and attribute for content types and channels
18. 18@DaveChaffey
Segment your audience
in Google Analytics
(Advanced) Segments =
Powerful!
Isolate one type of audience
/ promotion to show their
contribution
Visits to blog – prompting sale
New visits to blog
SEO prompted visits
Smartphone visits
19. 19@DaveChaffey
Search and Email FAR more important
than social for most retailers
Source: Smart Insights blog
“Forrester: Facebook and Twitter Do Almost Nothing for Sales”
26. 26@DaveChaffey
Let’s Connect!
Questions & discussion welcome
on Stand H10 or SmartInsights.com
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Managing Customer Experiences 2014 report
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Presented at Technology for Marketing & Advertising, London
Download: http://bit.ly/smartdigital2015
Editor's Notes
Based on common mistakes I see and opportunities for more sophisticated. Showing examples of good practice.
Start at centre with some of the mistakes, look at social and head offline. Checklist to review your practice.
See the Ad Contrarian – Bob Hoffmann: http://www.adrants.com/2014/04/bob-hoffman-says-marketers-are-drowning.php