Creating great content but still struggling to measuring its impact? These slides share practical insight and top tips from the experienced digital content teams at independant digital agency Stickyeyes and content marketing agency Zazzle Media including: - how forward-thinking brands are driving revenue from social media - how they distribute content to deliver a return on their investment, and - how they measure the impact of their content. We also share practical tips for content ideation and planning including: - understanding your audience - identifying your content needs - generating word of mouth, and - the importance of testing and refining your campaigns.

1. How engaging
content can drive
revenue
A Stickyeyes and
Zazzle Media presentation
Danny Blackburn, Content Director
@Stickyeyes
Simon Penson, Founder and MD
@ZazzleMedia
#contentROI

2. “There’s an ongoing debate around content
marketing and return-on-investment.”
- Every content marketing blog you’ve ever read
The ROI debate.

3. The killer question.
What actually
drives revenue for
my business?

4. SEO,
Content,
& revenue.

5. Performance modelling.
4,288
8,386
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12
Incremental Clicks (Visibility)
Total

6. Performance modelling.
£59,700
£266,400
0
50,000
100,000
150,000
200,000
250,000
300,000
M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12
Incremental Return
Cumulative Incremental Revenue

7. How content influences search.
Modern search algorithms are complex – to really nail it you need to be on yourA-game on
all these factors.
On-Site
Technicals
Functional
Content
Engaging
Content
AuthorityLink Profile
Quality
User
Engagement
Mobile Capability
Other
Content is the key to unlocking search algorithms.

8. How content influences search.
Modern search algorithms are complex – to really nail it you need to be on yourA-game on
all these factors.
On-Site
Technicals
Functional
Content
Engaging
Content
AuthorityLink Profile
Quality
User
Engagement
Mobile Capability
Other
Content is the key to unlocking search algorithms.

9. Understanding the algorithm.
Our Roadmap tool allows us to track how much all these factors correlate with search
performance – UX, engagement, content and relevancy are becoming more important.
40%
50%
60%
70%
80%
90%
100%
AverageCorrelationScore
Changing Algorithmic Patterns
Content & Relevancy Experience & Engagement Links & Authority Site Performance Social

10. So how do you make
it work for you?
Start by not using crap stock pics…

11. Great content is:
Credible / Sharable / Useful / Interesting
Simple / Achievable / Different
On brand.

12. Great content drives sales.
Great
Content
Keyword coverage
Site optimisation
Site depth
Site relevancy
On-site engagement
Advocacy
Brand mentions
Brand coverage
Social sharing
Off-site engagement
Rankings
Brand
Awareness /
Engagement
/ Positive
Sentiment
Traffic Sales
So to drive rankings (and therefore traffic and revenue) you need great content.And
helpfully, great content drives revenue beyond search too.

13. Example: Hertz.

16. Results (end of Year 1)

17. SEO.
Beyond

18. Measuring ROI
Content
Social
monitoring
Google
analytics
Value
methodologyPaid
Earned
Owned
Direct
revenue
£
Tagged
Tracked

19. Simple tests.

20. Don’t forget about word of mouth.

21. People are social creatures.
Don’t focus on content that tells people how
awesome you are.
Focus on content that encourages people to
tell their friends how awesome you are.

22. The Aldi effect.

23. Levels of influence.
Friends
Peers
Random people
Brands

24. Engaging
Content
Interest Targeting
Site Remarketing
eCRM Targeting
Lookalike Targeting
Video
Viewer
Content
Engager
Content
Sharer
Site
Viewer
Initial targeting for content amplification Audience segmentation based on engagement level
Segment & engagement dictates creative
Messaging ToneSof
t
Sell
Har
d
Sell
Lo
w
Hig
h
Content as a hook.

25. Useful Resources
Download your whitepaper at
stickyeyes.com/insights/
Download your toolkit at
stickyeyes.com/contenttoolkit/

26. Questions?
www.stickyeyes.com
@danny_blackburn
@Stickyeyes
#contentROI

27. How engaging
content can
drive revenue
A Stickyeyes and
Zazzle Media presentation
Simon Penson, Founder and MD
@ZazzleMedia
#contentROI

28. How to make
content to
drive revenue.

29. PROCESS, MEET CREATIVITY

30. OUR CONTENT MARKETING PROCESS
WE TAKE A DATA-LED VIEW ON AUDIENCE TO INFORM OUR STRATEGY

31. ALL GOOD MARKETING STARTS
AND ENDS WITH PEOPLE…

32. AUDIENCE INSIGHT
AND DATA ANALYSIS

34. SOCIAL AUDIENCE INSIGHT
We have used RIGHTMOVE as a ‘looky-likey’ audience as yours is not yet big enough to fully
analyse without full access. This example data is here just to help you understand the process
and we would redo it should we work with you ‘for real’. Here we can see the audience is very
female dominated.
GENDER SPLITS

35. SOCIAL AUDIENCE INSIGHT
Interesting to see that ‘most of the audience is in the 25-34 bracket.
AGE BREAKDOWN

36. SOCIAL AUDIENCE INSIGHT
When looking at relationships we see that most are married. This is likely due to the age breakdown and propensity to need
property.
RELATIONSHIP STATUS

37. SOCIAL AUDIENCE INSIGHT
This segment looks at where the audience works and we can see a steer towards healthcare and admin.
EMPLOYMENT SECTORS

38. SOCIAL AUDIENCE INSIGHT
This segment looks at what else the audience is into. We can see how where they over-index with a number of areas of massive
interest to them including news, travel and tech.
OTHER INTERESTS

39. YOUGOV PERSONA DATA
This segment looks at what else the audience is into. We can see how where they over-index with a number of areas of massive
interest to them..
SURVEY DATA CAN HELP SHAPE AUDIENCE UNDERSTANDING ALSO

40. WHAT DOES YOUR AUDIENCE LIKE?
GLOBAL WEB INDEX DATA SETS GIVES US A CLEAR VIEW

41. PERSONA CREATION

42. EXAMPLE PERSONAS
BUYER BEHAVIOURS AND CONTENT TARGETING
Hettie
27 YEAR OLD
LIVING WITH FRIENDS
SINGLE
MARKETING ASSISTANT
SPENDS TIME ON LATEST
FASHION
BUYS WEEKLY FROM MULTIPLE
BRANDS
Emma
36 YEAR OLD
TEACHER
MARRIED
LIKES NIGHTS OUT WITH
COLLEAGUES
2 CHILDREN
BUYS ‘SAFE’ FASHION + STAPLES
Adam
25 YEAR OLD
DESK JOB
LIVES WITH GIRLFRIEND
LOOKS FOR UNIQUE FASHION
WANTS TO STAND OUT
NIGHTS OUT FOR DRINKS WITH
FRIENDS + CINEMA
RESEARCH
EVALUATE
PURCHASE
ATTRACT
INTERACT
PURCHASE

43. IDEAS
“IDEAS ARE THE LIFEBLOOD OF GOOD CONTENT STRATEGY”

44. “AIM TO BECOME THE
MARKET LEADING
‘MAGAZINE’ IN YOUR
SPACE”

45. OUR IDEATION PROCESS
THE RESULT OF 15 YEARS OF CONTENT BRAINSTORMING

46. CONTENT TYPE FRAMEWORK
STAGE ONE OF THE PROCESS

47. {INSERT IDEAS}STAGE TWO OF THE PROCESS

48. “BIG CONTENT IS
IMPORTANT BUT…”

51. “THESE ARE PLACED INTO
EDITORIAL PLANS BASED
ON CONTENT FLOW”

52. EXAMPLE SCHEMATIC CALENDAR
BASED ON PERSONAS & OUR IDEATION AND ‘FLOW’ PROCESSES

53. HIGHLIGHT THE BIG IDEAS
BIG BANG CONTENT DETAIL
MASSIVE EBOOK SEE CAMPAIGN PLAN
INTERACTIVE MASTERPIECE SEE CAMPAIGN PLAN
HUGE SURVEY SEE CAMPAIGN PLAN
EXCLUSIVE INTERVIEW SEE CAMPAIGN PLAN

54. CAMPAIGN
PLANNING

55. START BY ASKING QUESTIONS

56. WHO WOULD BE
INTERESTED IN THIS?

57. DISTRIBUTION PERSONAS
STAT MAN
Over 35
Confident Male
Likes to be right
FOOTBALL FANATIC
Around 29
Season Ticket Holder
Ardent club fan
SOCIAL JOE
Around 21
Lightweight Consumer
Likes to be first

58. WHERE DO THEY
HANG OUT?

59. HIGHLIGHT NICHES

60. WHAT’S THE SELL?

61. CONTENT EXCLUSIVES
EXCLUSIVE ANGLES EXCLUSIVE CONTENT
MVP INFOGRAPHICS
CLUB PAGES EMBED WITH INFOGRAPHIC
SALARY CALCULATOR CLUB DESIGNED IFRAMED PAGE
GOAL V DEBT PERFORMANCE ARTICLE WITH INTERACTIVE CHARTS

62. THE DISTRIBUTION
PLAN

63. “70% OF THE TOTAL
BUDGET SHOULD GO ON
DISTRIBUTION – THROUGH
RESOURCE AND SPEND.”

64. WE COVER EVERY ANGLE
OWNED
PROPERTIES
PAID
MEDIA
SOCIAL
PLATFORMS
EARNED
MEDIA

65. HOW DO WE FIND THE
RIGHT SITES?

66. WE BUILT A TOOL

67. WE ALSO USE…

68. CREATE A PROSPECT LIST…

69. HIT THEM WITH THE
EXCLUSIVE ANGLE ‘SELL’

70. AGREE ON PUBLICATION
DATE AND PLAN

71. WIDENING THE NET

72. FINDING MORE EYEBALLS

73. PAID SOCIAL

74. NATIVE ADVERTISING

75. PPC, REMARKETING & DISPLAY

76. EMAIL MARKETING
SIGN UP VIA
THE FORM IN
THE FOOTER
OF OUR SITE!

77. PULLING IT TOGETHER
INTO A PLAN

78. EXAMPLE DISTRIBUTION PLAN
Behind this sits the detail of targeting, daily budget by
channel, who owns it, prospecting list and so on.

80. Questions?
@simonpenson
@ZazzleMedia
#contentROI