Tracking Content Performance and ROI

Tracking Content Performance and ROI BrightTalk July 14th, 2010 Byron White Carolyn McKibbin Wayne Lappas ideaLaunch.com, Inc.

We also offer a number of Business Solutions for clients all related to content marketing. LifeTips: Content Distribution WriterAccess: Marketplace WordVision: SEO Toolset SplitTestLab: A/B Testing

Great ideas. Great content. Great results.

Tracking Content Performance and ROI 10 Tips for Content Planning 5 Essentials for Quality Content 5 Metrics for Performance and ROI

#1 Before you create your first word, you need a solid plan grounded in research. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

#2 Expand your content asset portfolio to catch readers orbiting at high speeds. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

#3 Listen-in to the conversations in the social media sphere to find the hot topics. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

#5 Use the free research tools to find the opportunity for content marketing. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

#6 Evaluate how you stack up with the competition for content marketing. 3 Key Questions Content: How Much? Competitive Analysis Content Evaluation Content Products Content: How Great? Customer Needs Content Engagement Writer Experience Level Content: How Often? Publishing Frequency Testing Frequency Distribution Frequency Content Asset YourSite.com Competitor.com Traffic A C PPC Spend B A Content Portfolio B B Content Authority C B Publishing Frequency D C Social Reach F D Social Conversations F F Testimonials A F Partnerships B A Internal Links C B Inbound Links C C SEO Strength A C SEO Performance B A Testing Methodology A B

Identify your organic market share and mind share pinpoint growth opportunity?

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],#7 Create an SEO Plan that balances reader interest with search engine appeal.

#8 Select “golden” keywords for optimization, SEO scoring and ROI goals. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

#9 Make SEO content creation super-simple for writers. ,[object Object],[object Object],[object Object],[object Object]

Also make scoring content for SEO strength easy for all your writers.

#10 Time stamp the date you publish content so you can track the ROI and impact.

The 5 Essentials of Quality Content

#1 Great content connects with readers and keeps them coming back for more.

#2 Great content tells a story that gets passed on and on and on.

#3 Great content is written by great writers with great characteristics. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

#4 Great content is created by writers that listen to customers wants and needs. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

#5 Great content achieves great results in a variety of ways.

7 Methods for Performance Measurement

#1 Track improved monthly listing positions.

Also track improved monthly listing positions by keyword silos.

Also track increased traffic by keyword silo.

#4 Track increased time-on-site.

# 5 Track improved conversion rates.

#6 Track increased leads that download content.

#7 Track increased sales from the leads that interact with content assets.

“ The only marketing left is content marketing.” Seth Godin ,[object Object],[object Object],[object Object],[object Object],[object Object],Free Book Download: ideaLaunch.com/101

Tracking Content Performance and ROI

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