From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Boosting Content Marketing ROI Through Technology. PRESENTATION: Boosting Content Marketing ROI Through Technology - Given by Dr. Dave Chaffey - @DaveChaffey - CEO - Smart Insights. #MarTech DAY1

1. 1
Boosting Content
Marketing ROI
through Technology
Dr Dave Chaffey,
CEO, SmartInsights.com Digital Strategy Advice

2. 2
About Dave
About Dave Chaffey
• Consultant, trainer and author
in digital marketing since 1997
• Editor of SmartInsights.com -
a digital strategy advice site
with Expert (Pro) members in
over 80 countries using our
planning guides, templates
and online courses to improve
results.

3. 3
Complex Customer Journeys

4. 4
The Ascent of Martech

5. 5

6. 6
SEO Strategy?
Social Media Strategy?
Content Marketing Strategy?
Audience Engagement Strategy?
Digital Marketing Strategy!

7. 7
Download report and infographic

8. 8
The Content ROI Challenge
Download Contet Marketing report and infographic

9. 9

10. 10
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

11. 11
Global content marketing
at Unilever:
$10m in savings with
Percolate pilot
Source: Percolate Unilever case study

12. 12
Content
Marketing
Activities
Martech
must
support
Content
planning inc
goal-setting
Content
ideation &
research
Content
creation
Content
distribution
and
promotion
Content
governance
inc
evaluation
Apply
Analytics
platform

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ROI =
(Gain from investment – Cost of investment)
Cost of investment
See Evaluating Content ROI guide by Stephen Bateman for details

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Actionable Content Marketing Analytics

15. 15
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. SET UP GOALS in Google Analytics
¥ 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, influencer outreach

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17. 17
Buffer Open Real Time Dashboard
The measures that matter?

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Typical CM evaluation challenge

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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

20. 20
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
¥ Visits to specific content types
¥ SEO prompted visits
¥ Smartphone visits

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Use assisted conversions
GA Multichannel funnels
Source: Design Damage

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#1: API service integration and Hubs
Example services:
¥ Marketo
¥ Act-on
¥ Salesforce/Exact Target

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#2: Content recommendation personalisation,
retargeting and effectiveness review
Example services:
¥ Idio
¥ Monetate
¥ Demandbase

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#3: User Engagement, lead scoring and value optimisation
Example services:
¥ Kissmetrics
¥ Mixpanel
¥ Ecommera
Engagement analysis:
Individual user: Kissmetrics
Cohort analysis:
Groups of users: Kissmetrics

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How we use Kissmetrics

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Let’s Connect! Questions discussion welcome
SmartInsights.com:: Plan | Manage | Optimize
Presentation download : http://bit.ly/digitalskills2015
Free, Basic member tools
¥ Sample planning templates
¥ Planning infographics
www.smartinsights.com/membership
Premium, Expert member learning
¥ 7 Step Guides to all digital marketing
¥ Online courses
¥ DIY Planning and optimisation templates in
Word, Excel and Powerpoint
uk.l
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