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Understanding the ROI of Content
Development and Marketing
Thomas Robbins, Chief Evangelist, Kentico CMS
Who are we?

Kentico CMS is one of the
most powerful Customer
Experience Management
Systems and Content
Management Systems on
the planet. With over
15,000 web sites in 87
countries it is used for
everything from simple web
sites to complex
applications.

Kentico CMS is easy to
install, simple to manage
and reliable.
What’s the problem with marketing today?

            Who wouldn’t agree?




                                    Source Forrester

The number and variety of touch points or channels that
buyers interact with sellers has grown exponentially in
the last few years
Welcome to Content Marketing…



Content marketing is an umbrella term
encompassing all marketing formats that
involve the creation and sharing of
content in order to attract, acquire and
engage clearly defined and understood
current and potential consumer bases
with the objective of driving profitable
customer action. Content marketing
subscribes to the notion that delivering
                             Source: Wikipedia
information to prospects and customers
B2B Marketers Report ….
      91% Report they use content marketing but…
            Only 36% believe their content marketing is effective
•   79% use content marketing for brand awareness
•   71% use content marketing for lead generation
•   54% plan to increase spending on content marketing
•   33% of marketing budgets are dedicated to content marketing
•   44% outsource content marketing
•   59% tailor content to the profile of a decision maker
•   64% are challenged to produce enough content
•   52% are challenged to product content that engages
•   87% use social media to distribute content
•   77% use blogs as part of content marketing
•   55% believe e-books are effective
•   83% use LinkedIn to distribute content
•   80% use Twitter to distribute content
•   80% use Facebook to distribute content
•   39% use Google+ to distribute content
•   23% use Slideshare to distribute content
       Source: 2012 Content marketing Institute and Marketinprofs B2B Survey
Corporate objectives of content marketing


  Recognized as an    • Strong and relevant content enhances the position
                        of your company and shows that you are innovative
      expert            and aware of the latest trends.



  Maintain existing   • Providing content at predictable and regular
                        intervals encourages customers to keep in touch
    customers           with your band.


                      • Great content demands sharing and relevant
Grow your business      content arouses the interest of new prospects and
                        makes them investigate your brand.



   Increase social    • Great content guarantees that your company has a
                        wider reach on social media.
    media reach
Content marketing is….


                   Social Media



          Sales       Content
                                  SEO
         Process     Marketing




                     Customer
                   Engagements
Organizational Elements

• Who is the editor-in chief?
This person is responsible for the rhythms and execution of content
marketing.
• Who creates the content?
With agency involvement people often forget who will actually create
the content.
• What is the planning process?
Make planning clear, practical and iterative.
• Have you considered context?
They better you are at managing context, the greater your impact your
context will have.
• Who owns influential engagements?
Sharing content on a wider scale means your should leverage industry
influentials.
Understand your sales process

                                                               Content

                                      Establish
                                    relationship
                                                                          Content
 Content

               Deliver and
                evaluate        Sales                       Need
                                                         recognition

                               Process
     Content
                               Model
                                                                         Content
                        Close the                  Formulate
                           sale                     solution
Getting ready for Content Marketing

• Understand your customers’ journey
   – What channels are customers using for research?
   – What channels are
     customers using for
     purchase?
   – How does the
     experience in one
     channel affect the
     behavior of another?

      Content marketing is always a relevant conversation!
The Content Lifecycle


                Planning
                                        • Planning – Defining topics and
                                          target audience
                                        • Creation – creating target content
                                        • Approval – Approval phase
Optimization                 Creation
                                        • Publishing – Making content
                                          available to key customer
               Optimized                  channels
                Content                 • Measurement – Measuring the
               Marketing                  success of the published content
                                        • Optimization – Measuring and
Measurement                  Approval     optimizing published content
                                          against defined goals and feeding
                                          that back into the next wave of
                                          content.
                Publishing
Content lifecycle - Planning


Activities                      Best Practices
• Understanding your            • Perform a content analysis
  audience (Persona)            • Avoid areas that you are unique
                                  and there is little demand
• Content conversion strategy   • Limit competitive collateral
• Define a sales ready lead     • Focus content on where you can
                                  make a difference
• Topic selection               • Map content conversion touch
• Editorial content planning      points
                                • Look at organic content growth
                                • Define themes, publishing
                                  frequency, campaigns and scoring
                                  rules
Content lifecycle - Creation


Activities                   Best Practice
• Define content formats     • Make sure all content is
• Create shareable content     available in digital format for
                               sharing and tracking
                             • Enable share buttons on your
                               content – Make is as easy as
                               possible for people to share
                             • Develop different layers of
                               content
                                 – Short – less than a paragraph
                                 – Long – more than a page
                                 – Video and audio
The Sticky Content Criteria

             • Simplicity – A single idea is often enough. The
               more arguments and choices you give the
               harder it is to share.
             • Surprise – Any message must attract and hold
               the attention of the consumer in an innovative
               and intuitive way
             • Concrete – Formulate exactly what you say as
               clearly as possible.
             • Credible - Using research or experts makes your
               message seem credible.
             • Emotional – Let your consumers feel what you
               are trying to say
             • Stories – Everybody remembers a good story
Content lifecycle - Approval


Activities                    Best Practices
• Make it strategic           • Finalize business objectives
• Business approval process   • Define business process
Content lifecycle - Publishing


Activities               Best Practices
• Content placement in   • Listen to the reactions of your
                           content
  channels                   – What’s the reach of content
                               sharing?
                             – What’s the sentiment?
                             – What’s the impact?
                         • Facilitate as a brand
                             – Go beyond a sharing button
                             – Help your community to share your
                               content
                         • Participate
                             – Be part of the conversation
                             – Responsive to questions
                             – Open and professional
Content lifecycle - Measurement


Activities                       Best Practices
                                 •   Use KPIs with a direct impact on the
• Measure using relevant             business objectives of your company
  KPI’s                               –
                                      –
                                          Financial
                                          Lead generation
   – Combination of business     •   Use KPIs with direct impact on the
     generation and conversion       marketing objectives of your company
                                      –   Increase brand identification and affinity
     measures                    •   Use KPIs related to conversations
   – Audience engagement              –   Conversations are the driver of decision
                                          making and business growth
   – Content conversion               –   Measure the number of conversations, the
                                          sentiment of conversations and then
   – Influencer engagement                impact of conversations
Measuring Effectiveness: Minimum tracking

•   Unique visitors
     – Number of individuals who visit your website
     – Best indication of sites overall traffic
•   Page views
     – Cumulative number of individual pages that a visitors click on
     – If page views are higher than unique visitors may indicate engaging content
•   Search engine traffic
     – Amount of traffic referred via search engines
     – Indicates effectiveness at optimizing content
•   Bounce rate
     – Percentage of visitors who come to your site and then leave before clicking on another page
     – Industry bounce rate of less than 40% is good – aim to do better!
•   Conversion rate
     – Percentage of visitors to your site that take a specific action
     – Industry averages around 2% - aim to do better!
•   Inbound links
     – The number of external links to a site
     – The more high quality links you have the better!
Content lifecycle - Optimization


Activities               Best practices
• A/B, MVT Testing       •   Review data to better match the
                             right communication to the right
• Channel optimization       customers
                         •   Review and produce content based
                             on keyword phrases that are driving
                             your organic search traffic and
                             conversions
                         •   Continually review lead scoring and
                             criteria to provide the most
                             accurate score possible.
                         •   Re-imagine content in different
                             forms (blog posts and videos as an
                             example)
                         •   Be brutal about shutting down
                             channels that aren’t performing
Questions

                 Thanks!
  Stop by and see Kentico CMS to receive
  1. Getting started with Content Marketing Guide
  2. Content Marketing Quick Start Guide

 Thomas Robbins, Kentico CMS Chief Evangelist
Questions/Contact me:
e-mail: thomasr@kentico.com
twitter: @trobbins
blog: http://devnet.kentico.com/Blogs/Thomas-Robbins.aspx

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Understanding the ROI of Content Development and Marketing

  • 1. Understanding the ROI of Content Development and Marketing Thomas Robbins, Chief Evangelist, Kentico CMS
  • 2. Who are we? Kentico CMS is one of the most powerful Customer Experience Management Systems and Content Management Systems on the planet. With over 15,000 web sites in 87 countries it is used for everything from simple web sites to complex applications. Kentico CMS is easy to install, simple to manage and reliable.
  • 3. What’s the problem with marketing today? Who wouldn’t agree? Source Forrester The number and variety of touch points or channels that buyers interact with sellers has grown exponentially in the last few years
  • 4. Welcome to Content Marketing… Content marketing is an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action. Content marketing subscribes to the notion that delivering Source: Wikipedia information to prospects and customers
  • 5. B2B Marketers Report …. 91% Report they use content marketing but… Only 36% believe their content marketing is effective • 79% use content marketing for brand awareness • 71% use content marketing for lead generation • 54% plan to increase spending on content marketing • 33% of marketing budgets are dedicated to content marketing • 44% outsource content marketing • 59% tailor content to the profile of a decision maker • 64% are challenged to produce enough content • 52% are challenged to product content that engages • 87% use social media to distribute content • 77% use blogs as part of content marketing • 55% believe e-books are effective • 83% use LinkedIn to distribute content • 80% use Twitter to distribute content • 80% use Facebook to distribute content • 39% use Google+ to distribute content • 23% use Slideshare to distribute content Source: 2012 Content marketing Institute and Marketinprofs B2B Survey
  • 6. Corporate objectives of content marketing Recognized as an • Strong and relevant content enhances the position of your company and shows that you are innovative expert and aware of the latest trends. Maintain existing • Providing content at predictable and regular intervals encourages customers to keep in touch customers with your band. • Great content demands sharing and relevant Grow your business content arouses the interest of new prospects and makes them investigate your brand. Increase social • Great content guarantees that your company has a wider reach on social media. media reach
  • 7. Content marketing is…. Social Media Sales Content SEO Process Marketing Customer Engagements
  • 8. Organizational Elements • Who is the editor-in chief? This person is responsible for the rhythms and execution of content marketing. • Who creates the content? With agency involvement people often forget who will actually create the content. • What is the planning process? Make planning clear, practical and iterative. • Have you considered context? They better you are at managing context, the greater your impact your context will have. • Who owns influential engagements? Sharing content on a wider scale means your should leverage industry influentials.
  • 9. Understand your sales process Content Establish relationship Content Content Deliver and evaluate Sales Need recognition Process Content Model Content Close the Formulate sale solution
  • 10. Getting ready for Content Marketing • Understand your customers’ journey – What channels are customers using for research? – What channels are customers using for purchase? – How does the experience in one channel affect the behavior of another? Content marketing is always a relevant conversation!
  • 11. The Content Lifecycle Planning • Planning – Defining topics and target audience • Creation – creating target content • Approval – Approval phase Optimization Creation • Publishing – Making content available to key customer Optimized channels Content • Measurement – Measuring the Marketing success of the published content • Optimization – Measuring and Measurement Approval optimizing published content against defined goals and feeding that back into the next wave of content. Publishing
  • 12. Content lifecycle - Planning Activities Best Practices • Understanding your • Perform a content analysis audience (Persona) • Avoid areas that you are unique and there is little demand • Content conversion strategy • Limit competitive collateral • Define a sales ready lead • Focus content on where you can make a difference • Topic selection • Map content conversion touch • Editorial content planning points • Look at organic content growth • Define themes, publishing frequency, campaigns and scoring rules
  • 13. Content lifecycle - Creation Activities Best Practice • Define content formats • Make sure all content is • Create shareable content available in digital format for sharing and tracking • Enable share buttons on your content – Make is as easy as possible for people to share • Develop different layers of content – Short – less than a paragraph – Long – more than a page – Video and audio
  • 14. The Sticky Content Criteria • Simplicity – A single idea is often enough. The more arguments and choices you give the harder it is to share. • Surprise – Any message must attract and hold the attention of the consumer in an innovative and intuitive way • Concrete – Formulate exactly what you say as clearly as possible. • Credible - Using research or experts makes your message seem credible. • Emotional – Let your consumers feel what you are trying to say • Stories – Everybody remembers a good story
  • 15. Content lifecycle - Approval Activities Best Practices • Make it strategic • Finalize business objectives • Business approval process • Define business process
  • 16. Content lifecycle - Publishing Activities Best Practices • Content placement in • Listen to the reactions of your content channels – What’s the reach of content sharing? – What’s the sentiment? – What’s the impact? • Facilitate as a brand – Go beyond a sharing button – Help your community to share your content • Participate – Be part of the conversation – Responsive to questions – Open and professional
  • 17. Content lifecycle - Measurement Activities Best Practices • Use KPIs with a direct impact on the • Measure using relevant business objectives of your company KPI’s – – Financial Lead generation – Combination of business • Use KPIs with direct impact on the generation and conversion marketing objectives of your company – Increase brand identification and affinity measures • Use KPIs related to conversations – Audience engagement – Conversations are the driver of decision making and business growth – Content conversion – Measure the number of conversations, the sentiment of conversations and then – Influencer engagement impact of conversations
  • 18. Measuring Effectiveness: Minimum tracking • Unique visitors – Number of individuals who visit your website – Best indication of sites overall traffic • Page views – Cumulative number of individual pages that a visitors click on – If page views are higher than unique visitors may indicate engaging content • Search engine traffic – Amount of traffic referred via search engines – Indicates effectiveness at optimizing content • Bounce rate – Percentage of visitors who come to your site and then leave before clicking on another page – Industry bounce rate of less than 40% is good – aim to do better! • Conversion rate – Percentage of visitors to your site that take a specific action – Industry averages around 2% - aim to do better! • Inbound links – The number of external links to a site – The more high quality links you have the better!
  • 19. Content lifecycle - Optimization Activities Best practices • A/B, MVT Testing • Review data to better match the right communication to the right • Channel optimization customers • Review and produce content based on keyword phrases that are driving your organic search traffic and conversions • Continually review lead scoring and criteria to provide the most accurate score possible. • Re-imagine content in different forms (blog posts and videos as an example) • Be brutal about shutting down channels that aren’t performing
  • 20. Questions Thanks! Stop by and see Kentico CMS to receive 1. Getting started with Content Marketing Guide 2. Content Marketing Quick Start Guide Thomas Robbins, Kentico CMS Chief Evangelist Questions/Contact me: e-mail: thomasr@kentico.com twitter: @trobbins blog: http://devnet.kentico.com/Blogs/Thomas-Robbins.aspx

Notas del editor

  1. Understanding the ROI of Content Development and Marketing Engaging customers and prospects is no longer a single channel, one-way communication. Marketers must engage more deeply and communicate in multiple ways. Content marketing provides materials that target customers and make them stop, think and behave differently through delivering high quality relevant and valuable information with the goal of driving profitable customer action. Producing consistent and useful content is a competitive strategy to outpace your competition. However, simply engaging is no longer enough. Marketers must be able to track and measure the quantitative impact of their efforts, clearly demonstrating the link between their programs and business results. T he failure of many marketing campaigns is not related to a lack of effort or creativity – it often relates to a lack of structured analytical thinking about the purpose and objectives. Attend this session and learn how to:Identify business objectives: Why does the campaign exist? What is its ultimate business purpose?Define measurable goals for contentDefine goals for each objective: What are the specific things the campaign must do accomplish the business objectives?Define key performance indicators (KPI) for each goal: What metrics will be used to measure progress toward each goal?Define thresholds for success and failure: What are the target values for each KPI?Understand the content lifecycle and what is required to scale and optimize the right content to the right channel and measuring impact.Focus on strategies that allow more effective connections with various stakeholders across a number of social channels, drive conversations, and influence customers.