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The ROI of Digital Content 
Ahava Leibtag 
President 
Aha Media Group, LLC
WHAT IS CONTENT? 
The ROI of Digital Content 2
The ROI of Digital Content 3
Great relationships begin 
with great conversations. 
The ROI of Digital Content 4
How does the conversation begin? 
In traditional media, 
you start talking to 
them. 
On the Web, 
they start talking to y...
Every time a consumer 
interacts with your brand, 
there’s a conversation 
taking place. 
The ROI of Digital Content 6
Brands and Content 
A brand is a promise. 
The ROI of Digital Content 7 
#1 
#2 #5 
#4 
#3
WHY BOTHER WITH CONTENT? 
The ROI of Digital Content 8
The ROI of Digital Content 9
Content Types 
• Written articles 
• Podcasts 
• Video 
• Photographs 
• Infographics 
• Slide Shows 
• Whitepapers 
• Pol...
VS. 
(DON’T GET CONFUSED) 
The ROI of Digital Content 11
Content Delivery Vehicles 
• Websites 
• Blogs 
• Newsletters 
• iTunes 
• YouTube 
• Facebook 
• Twitter 
• Slideshare 
T...
WHAT IS CONTENT STRATEGY? 
The ROI of Digital Content 13
The ROI of Digital Content 14
Content Strategy 
Takes the guesswork out of 
execution so creativity about 
content can flourish. 
The ROI of Digital Con...
The Sales Cycle 
The ROI of Digital Content 16
Email Addresses/Contacts 
Engaged 
Prospect & 
Recycled 
Lead 
Sales Lead 
Opport 
unity 
Custo 
mer 
• Emails/Contacts: N...
Different Types of Media 
The ROI of Digital Content 18
Media Today 
• Paid media 
• Owned media 
• Earned media 
The ROI of Digital Content 19
Paid Media 
• Search engine marketing 
• Advertising 
• Paid search (pay-per-click campaigns) 
Attracts attention and traf...
Owned Media 
• Media you develop and use for your 
organization 
• Digital content that lives on your: 
oWebsite 
o Social...
Earned Media 
• Media generated by someone other than your 
own company: 
o Journalists 
o Media outlets 
o Bloggers 
o Pu...
Content Drives Revenue! 
The ROI of Digital Content 23
ROI of Digital Content 
• Content is a conversation 
• Content supports the sales process 
• It helps your customers do wh...
Our Process 
The ROI of Digital Content 25
The ROI of Digital Content 26
Content Strategy = The GPS 
The ROI of Digital Content 27
The ROI of Digital Content 28
The ROI of Digital Content 29
Process 
1. Build a business case 
2. Content auditing 
3. Content planning 
• Personas 
• Identity Pillars 
• Messaging A...
Content Planning 
• Who are you talking to? 
• Who are you? 
• What are you trying to say? 
• What are the priorities of t...
Social Media Distribution 
• Who are your target audiences? 
• Where do they spend their time? 
• What formats of content ...
The ROI of Digital Content 33
Questions? 
Ahava Leibtag 
Aha Media Group, LLC 
ahava@ahamediagroup.com 
Twitter: ahavaL 
301-452-5331 
The ROI of Digita...
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The ROI of Digital Content

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The ROI of Digital Content

  1. 1. The ROI of Digital Content Ahava Leibtag President Aha Media Group, LLC
  2. 2. WHAT IS CONTENT? The ROI of Digital Content 2
  3. 3. The ROI of Digital Content 3
  4. 4. Great relationships begin with great conversations. The ROI of Digital Content 4
  5. 5. How does the conversation begin? In traditional media, you start talking to them. On the Web, they start talking to you and asking your questions. The ROI of Digital Content 5
  6. 6. Every time a consumer interacts with your brand, there’s a conversation taking place. The ROI of Digital Content 6
  7. 7. Brands and Content A brand is a promise. The ROI of Digital Content 7 #1 #2 #5 #4 #3
  8. 8. WHY BOTHER WITH CONTENT? The ROI of Digital Content 8
  9. 9. The ROI of Digital Content 9
  10. 10. Content Types • Written articles • Podcasts • Video • Photographs • Infographics • Slide Shows • Whitepapers • Polls/Survey data The ROI of Digital Content 10
  11. 11. VS. (DON’T GET CONFUSED) The ROI of Digital Content 11
  12. 12. Content Delivery Vehicles • Websites • Blogs • Newsletters • iTunes • YouTube • Facebook • Twitter • Slideshare The ROI of Digital Content 12
  13. 13. WHAT IS CONTENT STRATEGY? The ROI of Digital Content 13
  14. 14. The ROI of Digital Content 14
  15. 15. Content Strategy Takes the guesswork out of execution so creativity about content can flourish. The ROI of Digital Content 15
  16. 16. The Sales Cycle The ROI of Digital Content 16
  17. 17. Email Addresses/Contacts Engaged Prospect & Recycled Lead Sales Lead Opport unity Custo mer • Emails/Contacts: Not yet leads, just have entered the funnel • Engaged: Show real engagement by downloading content, opening an email, commenting on a blog post • Prospect: Qualified but are not ready to buy (decision makers?) • Lead: Prospects that show enough behavioral engagement that we want to call them • Sales lead: Qualified by sales • Opportunity: Part of the active pipeline • Customer: They have bought an product or solution • Upsell and retain: Keep them buying Classic Sales Funnel Marketing Sales Nurturing Database The ROI of Digital Content 17
  18. 18. Different Types of Media The ROI of Digital Content 18
  19. 19. Media Today • Paid media • Owned media • Earned media The ROI of Digital Content 19
  20. 20. Paid Media • Search engine marketing • Advertising • Paid search (pay-per-click campaigns) Attracts attention and traffic to nurture new leads. The ROI of Digital Content 20
  21. 21. Owned Media • Media you develop and use for your organization • Digital content that lives on your: oWebsite o Social media channels Establish and own your voice. The ROI of Digital Content 21
  22. 22. Earned Media • Media generated by someone other than your own company: o Journalists o Media outlets o Bloggers o Public relations vendors working to create buzz about your products or services Can gain you credibility. Can also damage you. The ROI of Digital Content 22
  23. 23. Content Drives Revenue! The ROI of Digital Content 23
  24. 24. ROI of Digital Content • Content is a conversation • Content supports the sales process • It helps your customers do what they need to do The ROI of Digital Content 24
  25. 25. Our Process The ROI of Digital Content 25
  26. 26. The ROI of Digital Content 26
  27. 27. Content Strategy = The GPS The ROI of Digital Content 27
  28. 28. The ROI of Digital Content 28
  29. 29. The ROI of Digital Content 29
  30. 30. Process 1. Build a business case 2. Content auditing 3. Content planning • Personas • Identity Pillars • Messaging Architecture 4. Content creation 5. Establishing workflows 6. Content analysis 7. Establishing content governance The ROI of Digital Content 30
  31. 31. Content Planning • Who are you talking to? • Who are you? • What are you trying to say? • What are the priorities of those messages? The ROI of Digital Content 31
  32. 32. Social Media Distribution • Who are your target audiences? • Where do they spend their time? • What formats of content do they respond to best? The ROI of Digital Content 32
  33. 33. The ROI of Digital Content 33
  34. 34. Questions? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com Twitter: ahavaL 301-452-5331 The ROI of Digital Content 34

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