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How to evaluate past the click

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How to evaluate past the click Learning how to prove value


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Mathew Sweezey: Author & Evangelist Salesforce.com -Marketing Automation for Dummies -Byline for ClickZ.com -B2B marketing Evangelist -Co-Founder Eventide Brewing


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Proving Value Past The Click -Why do we even do content marketing? -Why Marketing is the first department to get fired -New Breed of Reporting -Tactically how to do it


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Understanding why we create content is where we have to begin to fully understand how to show value.


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5000 impressions How many ad impressions your exposed to on a daily basis in 2014. This was 350 in 1975.


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10 seconds You have 10 seconds to show value once someone has engaged.


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WHY? Because there is no better way to engage.


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Free: Creating is free Publishing is free Distribution is free


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Accessible: More people have access to a cell phone than have access to clean drinking water, or electricity.


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Ubiquitous: Every time you log on to Facebook there are 1500 stories waiting for you


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How do brands see content?


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SEO Backlinks Whitepapers webinars video onepagers ebooks Short form AMA infographics


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How do consumers see content? e


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“Consumers want honest and authentic experiences” -Joseph Pine III


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71% of B2B buyers have been disappointed by content -Pardot research 2014


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25% of those B2B buyers who have been disappointed by your content will never read content from you again -Pardot research 2014


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1/Escape People wanting to escape will lean on self discover and social channels. They are looking to escape their work, life, job, and take a short break. No barring on sales readiness.


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2/Learn People wanting to learn are looking on ways to do their job better. This can also take place during an escape. May be an early sign of sales readiness if they move to research.


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3/Research People wanting to research will dedicate time to search, learn, and solve. They are looking for content to help them solve for a problem. Shows sales readiness


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Daily content consumption. Usually is Learn, and Escape. Happens across all media channels. How we engage with Research content.


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Methods to report on content marketing


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Metrics to create better content: Baselines Reach Engagement Obtainment of Goal


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Baselines Your content marketing should be measured to your previous efforts. You need to set baselines, and keep up with your improvements. What worked, and why.


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Evergreen Evergreen content should be measured on a timeframe. So if you have a video on “XYZ” you should measure it every 30 days to see how it compared to the previous. This will tell you if you need to update, change, or promote it.


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1/Reach


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Reach Is a metric to help you evaluate your strategy. But it should not be a metric you use to evaluate the effectiveness of content marketing, but rather the execution or strategy of your distribution.


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2/Engagement


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Engagement Is a metric to help you evaluate your strategy. But it should not be a metric you use to evaluate the effectiveness of content marketing, but rather the image, topic, and copy.


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How many opens did it get = Subject line How many shares, likes, comments = Topic How many page views did it get = Image and CTA How many likes, shares, new fans = Image and CTA How many likes, shares, new fans = Copy and Image How many clicks did it get = Copy and CTA How long did someone watch it = Story


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3/Goal


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Goal How many people actually did what you wanted them to do. Was this a lead gen piece, did you drive leads? Was this an engagement piece, did people engage? This is a measure of your story line, execution of content, and CTA.


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Daily content consumption. Usually is Learn, and Escape. Happens across all media channels. How we engage with Research content. Goal: Reach more people Goal: Move them to the next stage in the life cycle Goal: Increase LTV


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Reach Low impact report, and will not tell you the effectiveness of your content, but if your distribution strategy was correct. Engagement Medium level report to show you if your image and call to action were correct. Engagement is what you want. Fans, Likes, Shares, Comments…. % of Goal What percent took a next step. This can either be to continue the experience, or this could be a conversion. This tells you was your experience correct or not. STRATEGY CREATIVE CTA


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Phone Calls The only real way to find out if your content had the effect you really wanted. They only way to test branding. Ask: Is it what you were expecting, was it helpful, how can it be better.


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Business Value


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1/ROI


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Is not a basic of report. There is no direct cost to creating content, and no direct tie to it’s return, so tying it to pipeline is guess work at best. The idea is sound, the current methodology is not. ROI


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2/Attribution


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In theory sounds great, in practice is not. Not a business metric, puts you in a sliver bullet mindset, deemphasizes holistic marketing, does not provide actionable metrics, and assumes way to much. Attribution


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3/Velocity A better way to show the return on your investment


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Velocity How fast does someone move thought your funnel. TVM is a business metric Accounts for holistic efforts Predicts future outomes


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4/Efficiency Showing real business value by creating more quality leads on the same amount of work.


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Efficiency How many leads go in the top of each stage, and how many come out the bottom. 1.6% is best in class Identifies holes in content strategy


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Barriers to this approach:


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1/Your boss Work to gain buy in on new reporting methods Show possible ways to track Velocity Show it’s ability to predict future outcomes Show


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2/Your Content Make sure your content is tied to the stages in the buying cycle. Set up phone interviews with your customers to better understand creating future content. Know the keywords they search for in each stage.


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Daily content consumption. Usually is Learn, and Escape. Happens across all media channels. How we engage with Research content. Goal: Reach more people Goal: Move them to the next stage in the life cycle Goal: Increase LTV


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3/Your Tools You need to have all of your content tracked, and data collected Marketing automation will be the backbone CRM is a must for aligning sales data back to your efforts


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Conclusions Content marketing isn’t just about creating content. It is a highly tactical marketing method which requires a very astute understanding of your buyer, buy in from your business as to how you will prove its’ value, and a new set of tools to execute on it effectively.


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Thank you! Now lets get to questions


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