HOW TO BE A JEDI MASTER OF CONTENT METRICS + ROI

HOW TO BE A JEDI MASTER OF CONTENT METRICS + ROI Learn the Ways of Content Evaluation COLLEEN JONES @leenjones content-science.com 1 2015 Content Science

We re a content intelligence firm. We offer solutions to make your content make a difference. PROFESSIONAL SERVICES + + + Consulting Research Training Exec Recruiting PUBLICATIONS SOFTWARE PRODUCT

Content Science has advised a variety of clients since 2010 on content vision, strategy, and implementation to improve their ROI on content and its technology.

WISE YOU ARE TO CONSIDER CONTENT ROI. 4 2015 Content Science

POLL Do you evaluate content ROI? 5 2015 Content Science

ONLY 35% OF 101 CONTENT TEAMS SURVEYED EVALUATE ROI. What Makes Content Teams Thrive? http://content-science.com/content-teams-study/ 6 2015 Content Science

We look at traffic and what users do when they re on the site (time on site, specific clicks), but it s hard to know if the content is what led them to opening an account. It s hard to give an ROI for content and show that to senior management. Nancy (Watt) Harr Group Vice President, Director Consumer Content Strategy What Makes Content Teams Thrive? http://content-science.com/content-teams-study/ 7 2015 Content Science

WHAT IS CONTENT EVALUATION? It s a constant, ongoing assessment of whether your content is working and why. http://content-science.com/publications-insights/ 8 2015 Content Science

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Today, content is the center of marketing. WEB MOBILE SOCIAL CONTENT EMAIL 11 2015 Content Science

The Coca-Cola Company, American Cancer Society, The Home Depot, GE, Equifax IHG, Dell, Equifax and other leading brands are implementing content strategy + marketing. 90 % OF B2C MARKETERS use content marketing. - Content Marketing Institute CONTENT IS THE # 1 PRIORITY OF CLIENT-SIDE even over social media, email, and other trends. - emarketer MARKETERS BUSINESSES INVESTED NEARLY $ 43.9 billion in content production and distribution. Content investments by B2B + B2C companies now account for 1/3 OF MARKETING BUDGETS - Content Marketing Institute - Custom Content Council, 2014 12 2015 Content Science

11% of mobile users entered through photo pages. 60% of users bounced. WHY? 13 2015 Content Science

WHAT S WRONG WITH THIS CONTENT? 14 2015 Content Science

THE CONTENT EVALUATION PROCESS Ask 1 Collect + Analyze 2 3 Interpret + Act 15 2015 Content Science

HOW NOT TO START DROWNING YOURSELF IN THE DATA 16 2015 Content Science

1. HOW TO START: ASK THE RIGHT QUESTIONS Going through the data mining process and asking the right questions is the hardest part. With seemingly unlimited data and finite time, narrowing the scope to yield meaningful answers is critical. Alan Segal Senior Director Business Intelligence Cox Media 17 17 2015 Content Science

WHERE DO THE RIGHT QUESTIONS COME FROM? BUSINESS GOALS CONTENT STRATEGY CONTENT EVALUATION QUESTIONS 18 2015 Content Science

THE BETTER DEFINED YOUR CONTENT STRATEGY IS, THE EASIER CONTENT EVALUATION WILL BE. 19 2015 Content Science

FRAMEWORK FOR CONTENT EVALUATION QUESTIONS GOAL DIMENSION 20 2015 Content Science

GOALS DRIVE DIMENSION PRIORITY GOAL DIMENSION MARKETING Positioning SALES Guided Selling SUPPORT Help or Education REACH COMPREHENSION EFFICIENCY ENGAGEMENT PERCEPTION COMPREHENSION PERCEPTION CONVERSION ENGAGEMENT 21 2015 Content Science

DIMENSIONS HELP IDENTIFY SPECIFIC QUESTIONS GOAL MARKETING: Positioning Digital Magazine Goal is to raise awareness and position with midsize businesses DIMENSION REACH ENGAGEMENT DID OUR CONTENT ATTRACT MIDSIZE BUSINESSES? WHAT DID MIDSIZE BUSINESSES DO WITH OUR CONTENT? PERCEPTION DID OUR CONTENT CHANGE HOW MIDSIZE BUSINESSES VIEW OUR EXPERTISE? 22 2015 Content Science

Promising Pilot Repeatable, Scalable Success CONTENT INTELLIGENCE 36% Increase in Weekly Sales 23 2015 Content Science 23

What s your biggest frustration with collecting content data? 25 2015 Content Science

2 COLLECT : GATHERING CONTENT DATA FOR EVALUATION Focus on data that informs answers to your questions. Analytics are not enough. SURVEYS + RATINGS SENTIMENT ContentWRX Score ANALYTICS COLLECTION OTHER DATA 26 2015 Content Science

GOAL MARKETING: Positioning Digital Magazine Goal is to raise awareness and position with midsize businesses REACH DID OUR CONTENT ATTRACT MIDSIZE BUSINESSES? Percentage of visitors who work for midsize businesses DIMENSION ENGAGEMENT WHAT DID MIDSIZE BUSINESSES DO WITH OUR CONTENT? Average time spent on the site for the month / quarter Average number of page views for the month / quarter Average number of shares per article, video, or content type for the month / quarter Number of repeat visitors for the month / quarter PERCEPTION DID OUR CONTENT CHANGE HOW MIDSIZE BUSINESSES VIEW OUR EXPERTISE? Percentage of visitors who view the website as a trusted source of content to help their business Percentage of visitors who view our company as midsize business experts 27 2015 Content Science

GOAL MARKETING: Positioning Digital Magazine Goal is to raise awareness and position with midsize businesses REACH SURVEY DID OUR CONTENT ATTRACT MIDSIZE BUSINESSES? Percentage of those visitors who work for midsize businesses DIMENSION ENGAGEMENT WHAT DID MIDSIZE BUSINESSES DO WITH OUR CONTENT? Average time spent on the site for the month / quarter Average number of page views for the month / quarter Average number of shares per article, video, or content type for the month / quarter Number of repeat visitors for the month / quarter ANALYTICS PERCEPTION DID OUR CONTENT CHANGE HOW MIDSIZE BUSINESSES VIEW OUR EXPERTISE? SURVEY + Percentage of visitors who view the website as a trusted source of content to help their business OTHER ContentWRX score for midsize business segment 28 2015 Content Science

CONTENT KPI Free Trial contentwrx.com Sample Users 29 2015 Content Science

2 COLLECT : GATHERING CONTENT DATA FOR EVALUATION Track customer feedback all the way to the end sale / conversion and beyond. SURVEYS + RATINGS SENTIMENT ContentWRX Score ANALYTICS COLLECTION OTHER DATA 30 2015 Content Science

Collect Data About Content for Each Stage 1. MARKETING: Raise Awareness THOUGHT LEADERSHIP BRAND STORIES 2. GUIDED SALES: Educate About Solutions SOLUTIONS PRODUCTS SUCCESS STORIES 3. SALES: Details DETAILS + PRICE CONVERSION 31 2015 Content Science

3 INTERPRET + ACT: CONNECT TO ROI Is the result worth the cost to achieve it? Did the increase in sales recoup the costs and more of the content marketing? 33 2015 Content Science

Recouped Costs in a Few Weeks 34 2015 Content Science 34

3 INTERPRET + ACT: CONNECT TO ROI Is the result worth the cost to achieve it? Did the increase in sales recoup the costs and more of the content marketing? Was producing and maintaining the marketing / sales content cheaper than a traditional ad campaign? Did evergreen marketing content provide repeatable value (e.g. longer shelf life) vs a temporary ad campaign? Did the marketing content increase the effectiveness of instore or in-person sales? 35 2015 Content Science

Offline Sales More Effective 36 2015 Content Science

DO OR DO NOT. THERE IS NO TRY. 37 2015 Content Science

3 INTERPRET + ACT: SO WHAT DO WE DO ABOUT IT? Do at least one of the following CONFIRM + CONTINUE ADJUST OR OPTIMIZE STUDY FURTHER 38 2015 Content Science

ADJUST + OPTIMIZE Optimizing photos made a statistically significant difference to consumer sales for IHG. 39 2015 Content Science

Content Intelligence Resource review.content-science.com NEW ARTICLES ARE FREE In-depth Resources Require Subscription 25% off individual + team subscriptions Code: CSFRIEND25 41 2015 Content Science

GRACÍAS COLLEEN JONES @leenjones content-science.com 42 2015 Content Science