You, or perhaps you and your team, know that content is critical to establish and reinforce your brand culture and to help differentiate your product or service, but it takes time to produce. How do you know what content to produce, how to atomize it across channels, what channels to select, and on and on...But, perhaps most importantly, how do you know if it's working?

1. Content strategy for today and tomorrow
February 19, 2020
[s]peakeasy AMA
Carrie Hane
@carriehd
#ContentROI
HOW TO MEASURE CONTENT ROI

2. 2
Share • Try • Support
Create • Trust • Nurture
Tanzen’s Values
Share Your Passion, Try New Things,
Support Others, Create Trust, and
Nurture Community
HELLO!
Carrie Hane
Digital strategist
Consultant via Tanzen LLC
Author, Designing
Connected Content

3. 90.63% of Content Gets
No Traffic From Google
Source: https://ahrefs.com/blog/search-traffic-study/ January 31, 2020

4. 4
Is it worth the cost it took to create it?1
X = cost of creation
MEASURE CONTENT ROI – COST OF CONTENT
13 Tips for Mastering Content ROI by Colleen Jones
X = r * h
r = hourly rate of people who create
content
h = number of hours to create a piece
of content
X/Y=Z
Y = people who viewed
Z = Price per view

5. 5
Audience
TWO SIDES OF CONTENT
Authors
Increase impact and
effectiveness
• Right info
• Right people
• Right time
Increase efficiency
• Reuse
• Repurpose
• Processes

6. 6
Is it worth the cost it took to achieve it?
MEASURE CONTENT ROI – DETERMINE VALUE
Value of objective
• What were you trying to achieve by producing that
piece of content?
• How does that compare to the cost to produce?
Price per view

7. 7
EXAMPLES OF KPIs & METRICS
https://www.dropbox.com/s/1myi6jvzxp1ht13/Return%20on%20Content%20worksheet.docx?dl=0

8. 8
Avoid costs in content creation
Automation, reuse, efficiency
APPLY ACCOUNTING PRINCIPLES TO CONTENT
From “What Can Accounting Teach Us About Measuring Content Value?” by Sarah O’Keefe, Scriptorium
Manage risk
Reduce product returns, product liability, and calls to customer service
Create competitive advantage
Search, SEO, multiple languages, useful and usable content

9. 9
Reach
Discovery
Engagement
Effectiveness
Competition
Ecosystem
WHAT TO MEASURE
What is the goal?
What is the context?

10. 10
Untangling Content ROI
https://storyneedle.com/untangling-content-roi/
MORE ABOUT THE ROI OF CONTENT
3 Tips for Mastering Content ROI
https://review.content-science.com/2015/04/3-tips-for-mastering-content-roi/
Make the Most of Your Content Investments
https://contentcompany.biz/blog/make-the-most-of-your-content-investments/
What Can Accounting Teach Us About Measuring Content Value?
https://drive.google.com/file/d/1-k1MSy1qQIItJwubY6ULWTA8UECKFFiq/view
To Content Measurement + Intelligence and Beyond (Webinar)
https://review.content-science.com/to-content-measurement-content-intelligence-and-beyond-a-webinar-
recording/

11. 11
Web
• Google Analytics
• Matomo
• Clicky
• Fathom Analytics
ANALYTICS TOOLS
Social
• Native analytics
• Brandwatch
• Meetwater
• SproutSocial
Cross-Channel
• Snowplow Analytics
• Adobe Analytics
Behavior Tracking
• HotJar
• Crazy Egg
Content Measurement
• ContextWRX
• Parse.ly

12. 12
THANK YOU!!!
Subscribe
tanzenconsulting.com
speakeasy.courses
Follow
@carriehd
Attend
Content Operations Masterclass
gathercontent.com/events/content-operations-masterclass
Applied Designing Connected Content
theIAconference.com
Get Slides
slideshare.net/carriehane