Solving the Content Marketer's ROI problem
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Wolfgang Digital's Head of Content, Michaela Simpson, spoke at Amsterdam's Content Marketing Fast Forward in May 2017. Michaele talks about how to bring savings and investments to life through content marketing.
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Solving the Content Marketer's ROI problem
- 1. Brendan Almack, Client Director | brendan@wolfgangdigital.com
- 4. 20% of all search queries are now from voice search- Sundar Pichai, Google CEO
- 5. By 2020, 50% of all searches will be voice searches - comScore
- 6. Why Content Marketers Should Also Be Competent SEOs 1. Be there when it matters 2. Build trust
- 8. 1. Be there when it matters 2. Build trust 3. Firmer grip on ROI Why Content Marketers Should Also Be Competent SEOs
- 9. When Your Boss Asks For The ROI of Your Content…
- 12. 2015 Objective 1. Awareness around Savings solutions with young parents
- 13. CHOOSE TOPIC CHECK COMPETITION CREATE BETTER
- 14. The Topic: The Cost of Education
- 15. The Competition: No.1 Ranked Content
- 16. Creating Better: Original Creative
- 17. Standout Result 2015: No.1
- 18. 2016 Brief 1. Beat last year…
- 19. Skyscrapering Ourselves Update original creative Increase and improve on-page copy Extend the conversation to other media TIP! Read up on Latent Semantic Indexing And use this tool: www.lsigraph.com
- 20. Social UGC
- 21. Social UGC
- 22. School DaysMy Kids Time Native Content
- 23. Skyscrapering Ourselves Update original creative Increase and improve on-page copy Extend the conversation to other media Optimise content structure
- 25. 2016 Results Beat position 1…
- 28. 2016 Results Beat position 1… Total SERP dominance with voice search
- 32. Organic Traffic Up 1,562%
- 33. Return on Investment 1. Organic traffic up 1,560% 2. Sales value of child related savings products up 25% year on year 3. Equates to ROI of 1100% (taking uplift only)
- 34. Key Points For Grabbing Your Content ROI 1. Find your Evergreen 2. Tie content to search objectives 3. Move now on voice search 4. Integrate your channels
Editor's Notes
- Who knows what this is? Google Home, smart speaker. New toy in the office. What is the wannacry virus? Oblivious at first, needs to be connected to account.
- KT Turns out it’s connected to her account. Mortified when she saw how her search history was starting to develop It’s starts out innocently enough, gets a bit silly and then rapidly descends to some really dark places. So let’s just say it’s just as well she’s not planning any flights to the US any time soon.
- So, I’m a Content Marketer, you’re content marketers, why am I talking about search? Big believer that to be a great content marketer you should also be a competent SEO and there’s multiple reasons why. Fundamental aims of content. What do we want to do? Be there with our content when it matters most. i.e. when they’re actively searching. When there’s that intent. Secondly, we want to enhance trust with our customers.
- According to Edelman’s most recent Trustbarometer survey, in world which is suffering from an increasing lack of trust in media, government and business, search engines have emerged as the most trusted source for information.
- And thirdly, and what I’ll show you today, is that by aligning your content objectives with search objectives, you’re giving yourself the opportunity to place a much firmer grip on your Content’s ROI.
- I’m going to guess that we’ve all been here at one stage…
- Well, I’m Michaela, and I’m delighted to be here today to give you a close look at the inner workings of our most recent European Award winning campaign with our client, Zurich Life. It’s a content-led campaign, that delivered massive ROI, and the key to that ROI was the really close integration with the other channels, social, native content and particularly SEO.
- Zurich Life - one of Ireland’s leading personal financial services companies
- Backlinko – an SEO/Marketing blog have a link building technique called the Skyscraper Technique which involves finding content that has earned quality links, create better content than that and then outreach to the right people to win as many relevant high quality links as you can. I really like the simplicity of that and I tend to borrow a version of it when plotting a content campaign:
- In Holland? But in Ireland – every August – Cost of Ed. Problem and Solution Evergreen content opportunity – guaranteed interest every year.
- Original research, Good copy, But…
- By the end of this campaign, our content had achieved the number 1 spot in Google for the ‘cost of education’ – a search term it had been ranking nowhere for previously. The downside – this didn’t actually happen until the following Feb. But! That’s the beauty of evergreen content that’s optimised for search. We were in the perfect position to attack this again for 2016.
- But as I mentioned, this an evergreen campaign that we were invested in for the long-term. When it came to 2016, the brief was simple – beat last year.
- So essentially, we were looking for ways to skyscraper ourselves! So, we decided to
- Used social in 2015 to drive traffic Did it again this year, but also used social to be social, to keep the conversation going.
- How often do you see people sharing love hearts with a financial services company??
- Key points for native. Use the linking opportunity – don’t waste it on directing it to your landing page, use it to direct to your most relevant campaign page Don’t get distracted by vanity metrics like reach when choosing your publisher. Go with the most relevant and the most likely to drive relevant traffic.
- Finally, in between the first and second campaigns, we had learned a lot about the importance of structured content and structured data. This was going to end up having a massive impact for us…
- Where we added tables to more clearly present the various school costs at the different education levels. You’ll see these have a big impact.
- So, how did the 2016 results compare to the previous year? Well, we beat position one
- With position zero! Not only has Zurich Life held on to the number one spot, the original creative, the on-site and off-site user signals triggered Zurich Life being drafted in as Google’s ‘structured snippet’ on the topic.
- And we can see our structured data also getting pulled into various other snippets for related search terms like education costs and primary school costs.
- And those structured snippets become even more powerful when you realise that Google also uses these to deliver its voice search results…which remember, will make up 50% of all searches in 2020. Here’s a little video to show you what that voice SERP now sounds like for Zurich.
- One thing to note there. See how with voice search, you won’t be presented with the top 8 or 10 organic results? Not possible. You’re given one result. That’s it. And the way voice search is growing… now is the time to begin stealing that march on your competitors.
- Organic traffic exploded and increased 1,562%. So you can see that SERP dominance translate into organic traffic.
- Zurich reported that as a result of the campaign and during the 2 month campaign period only, the sales value of child related savings products increased 25% year on year. This equates to a ROI of 1100%. We’re talking six figure sums. The difference between this year and the previous year was the SERP visibility. No other marketing activity was going on at the time, above the line or otherwise. And this was only from a 2 month campaign.
- We’ve really briefly seen here how this campaign put content at the centre of a wider digital marketing campaign, with SEO, Social Media and Native Content all strategically coming together to deliver spectacular, long-term ROI. While some might say success will come to those who innovate, I firmly believe that they’ll be beaten by those who integrate.