There are many different ways companies currently measure the ROI of content. Website traffic, conversion rates, and the number of social shares seem to be the prevailing way to look at content marketing performance, but don't necessarily tell the whole story. The value that content provides for a company's audiences can be exponentially greater, and goes beyond just marketing value. HR teams, customer service teams, and sales teams can benefit greatly from investments in quality, original content too. In this session - Ray covers examples of how great content is impacting company KPIs, and other, neglected content metrics people should care more about.

1. Content Measurement 2.0:
Going Beyond Clicks & Shares
@contently
@ray_jing
#contentroi

2. #contentroi
2

3. #contentroi
3
1 blog post/day, 300+ shares/day,
100K readers/month
Christopher Content
z

4. #contentroi
4
“Great, but where’s the ROI?”
Bobby Boss
z

5. And so, we at
Contently did some
research…

6. #contentroi
6
Content Measurement 2.0
z

7. #contentroi
7

8. #contentroi
8
Content Measurement 3.0
z
+
Hard dollar return Soft dollar return

9. WTH are Soft and
Hard Dollars?

10. #contentroi
10
• Hard dollars are the direct benefits (usually in the form of
revenue) earned from content marketing efforts.
• Soft dollars are the benefits that content provides to the entire
organization, which is hard-to-measure but still create halo
value from content marketing efforts.
Dollars Defined:
z

11. Examples of Soft
Dollar Returns

12. #contentroi
12
Financial Services
z

13. #contentroi
13
Human Resources ROI
z
An increase in quality applicants to open roles

14. #contentroi
14
Technology
z

15. #contentroi
15
Customer Service ROI
z
Millions of dollars saved through the help desk and
user-generated answers via the community

16. #contentroi
16
Professional Services
z

17. #contentroi
17
Operations Improvement ROI
z
30% cycle time reduction to produce content, saving
$150K worth of production hours

18. #contentroi
18
SMB
z

19. #contentroi
19
Brand Lift ROI
z
65% of readers trust our brand the most, which has
yielded immense loyalty and $500K paid advertising
dollars saved YTD through organic growth

20. The Contenticorn’s
Metrics Checklist

21. #contentroi
21
Content Measurement for 2016
z
Quality Leads Sourced
Quality Leads Influenced
Revenue Sourced
Revenue Influenced
Website Traffic
Social Shares
Attention Time
Qualified Job Applicants
Customer Care Hours Saved
Editing Hours Saved
Content Production Costs Saved
Customer Community Members
Reader Trust Earned
Paid Advertising Dollars Saved
Sales Cycle Time Reduced Press Mentions Earned