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1 @gdecugis
How to generate ROI out of your
Content Marketing in 2016
#ContentROI
Live Q&A with Steve Rayson, Director of Buzzsumo
and Guillaume Decugis, CEO of Scoop.it
Wednesday, January 20th
2 @gdecugis
Content
Generate
leads
Nurture
prospects
Engage
customers
Brand
awareness
Traffic and
SEO
Goals of Content Marketers
Source: Content Marketing Institute /
MarketingProfs
Content has become the fuel of marketing
3 @gdecugis
But content is a major struggle for marketers
4 @gdecugis
Google and Social Networks want you
to produce fresh quality content constantly
5 @gdecugis
But it’s hard because content
is costly and time-consuming to produce
6 @gdecugis
Content distribution is complex
Organic reach is declining as social networks want
marketers to pay for play
7 @gdecugis
Way complex
8 @gdecugis
And so is understanding what works and what doesn’t
9 @gdecugis
What is Content Marketing ROI?
ROI =
Return
Investment
$Cost of producing content
$Cost of sourcing content externally
$Time spent planning and managing a
content strategy
$Content distribution, advertising costs
$Software and tools
$Brand awareness, thought leadership
$Leads and revenue
$SEO
$Traffic
$Conversions
10 @gdecugis
Marketers need lean content strategies to achieve ROI
Low cost but no impact
Low cost / fast / high impact
Costly Flops
Costly Wins
Cost / Time
Impact
11 @gdecugis
Lean content marketing:
optimizing the content marketing lifecycle to generate ROI
Plan
Produce
DistributeAmplify
Analyze
Strategize
Best practices to:
•Align results and investments
•Amplify results
•Save costs
12 @gdecugis
Lean content marketing:
optimizing the content marketing lifecycle to generate ROI
Plan
Produce
DistributeAmplify
Analyze
Strategize
13 @gdecugis
Strategize
“Answer your prospects’ Top 30 questions”
Barry Feldmann
Founder & CEO, Feldman Creative
@feldmancreative
14 @gdecugis
As prospects move down your funnel, they have
questions.
List them.
FAQ’s
by stage
• How should I think about my
problem?
• What is XXX?
• How can I be better at XXX?
• What are best practices on
XXX?
• How do others solve my
problem?
• Are there solutions?
• How does this product solve
my problem?
• How does it compare with
alternatives?
• Has it worked for others?
TOFU
(Awareness)
MOFU
(Consideration)
BOFU
(Decision)
Define buyer personas
Listen to customers
Collect FAQ’s from
sales
15 @gdecugis
Answer them.
FAQ’s
by stage
• How should I think about my
problem?
• What is XXX?
• How can I be better at XXX?
• What are best practices on
XXX?
• How do others solve my
problem?
• Are there solutions?
• How does this product solve
my problem?
• How does it compare with
alternatives?
• Has it worked for others?
TOFU
(Awareness)
MOFU
(Consideration)
BOFU
(Decision)
Your answers =
content to
produce
• Your doctrine on this topic
• Useful
• Educational
• Unbiased, trustworthy
16 @gdecugis
All quality content should convert: plan your CTA’s.
FAQ’s
by stage
• How should I think about my
problem?
• What is XXX?
• How can I be better at XXX?
• What are best practices on
XXX?
• How do others solve my
problem?
• Are there solutions?
• How does this product solve
my problem?
• How does it compare with
alternatives?
• Has it worked for others?
TOFU
(Awareness)
MOFU
(Consideration)
BOFU
(Decision)
Your answers =
content to
produce
• Your doctrine on this topic
• Useful
• Educational
• Unbiased, trustworthy
Aligned
conversions
• Sign up to newsletter
• Download eBook
• Talk to sales
17 @gdecugis
But don’t rush top of the funnel / first time visitors!
18 @gdecugis
But don’t rush top of the funnel / first time visitors!
19 @gdecugis
Organize your content framework around these 3 pillars
Content Marketing = publish and distribute content that
converts.
20 @gdecugis
How we organize our own content hub:
Social content
•Curated content
•Scoop.it pages
Blog
•Mix of curated and created
•Wordpress
Resource center
•Evergreen content
•Top blog posts and ebooks
21 @gdecugis
Lean content marketing:
optimizing the content marketing lifecycle to generate ROI
Plan
Produce
DistributeAmplify
Analyze
Strategize
How to plan to publish
good content
consistently
22 @gdecugis
More content drives more results
Source: HubSpot blogging frequency benchmark 2015 http://blog.hubspot.com/marketing/blogging-frequency-benchmarks
23 @gdecugis
Quantity vs quality?
Source: Scoop.it blog
24 @gdecugis
Both!
“Some “just okay” content that is
published will crush “awesome
content” that never gets published.
“You have to produce average content
to learn how to produce great content”
Marcus Sheridan
Founder, The Sales Lion
@thesaleslion
25 @gdecugis
Don’t bet the farm on a few “epic” ebooks or white papers
Source: Content Marketing ROI: Do eBooks and White Papers Generate More Leads Than Blogs? A Data-Driven Answer
http://blog.scoop.it/2015/04/21/content-marketing-roi-do-ebooks-and-white-papers-generate-more-leads-than-blogs-a-data-driven-answer/
26 @gdecugis
Use a content calendar to drive consistency
Define publishing goals (eg: X posts/week) by channel
Share with content team / contributors
Set reminders and drive consistency
Scoop.it Content Director’s smart calendar: http://business.scoop.it/
27 @gdecugis
Lean content marketing:
optimizing the content marketing lifecycle to generate ROI
Plan
Produce
DistributeAmplify
Analyze
Strategize
How to produce good
content at scale
28 @gdecugis
Do some research to create content that resonates
with your target audience
Research successful content
Find out what works / what doesn’t
Fill in the gaps: be the best answer for your target
audience
29 @gdecugis
Leverage content curation to create content faster and
supplement your own original content
Share curated
content
Publish curated
posts
Send curated
email newsletters
What Social posts linking to 3rd-party
blogs / content
Blog posts that quote 3rd-
party content and add context
through original commentary
Weekly or monthly roundup
of top content on a topic
How •Use curation tools to save time
sourcing content
•Share it with your own insight
and/or visuals
•Pick top curated content
•Add 150-200 words to
elaborate: context, opinion,
data…
•Publish as new blog post
with link back to source
•Pick 3 to 10 relevant stories
•Add commentary / context
•Format and send as an
email newsletter
Why •Build relationship with influencers
•Add credibility
•Save time over blog post
creation by 4-8x
•Retain comparable SEO
impact as original content
•Generate conversion by
adding your own CTAs
•Add third-party validation
•Send more emails to your
list without spamming
•Nurture prospects into
qualified leads
•Generate conversion by
adding your own CTAs
30 @gdecugis
Content curation to publish credible content at scale
“Content curation not only alleviates
the pressure of having to devote
valuable time to creating original
content, but it also adds credibility and
third party validations to your efforts.”
Jason Miller
Senior Content Marketing, LinkedIn
@jasonmillerca
31 @gdecugis
Leverage integrated curation tools
Automate content discovery and save time
Streamline the publishing process to social media
Integrate with your blog/website CMS
Scoop.it Content Director’s content sourcing and curation tools: http://business.scoop.it/
32 @gdecugis
Repurpose existing content under new formats
33 @gdecugis
Focus on a few formats
34 @gdecugis
Save time and reach comparable performance
35 @gdecugis
Lean content marketing:
optimizing the content marketing lifecycle to generate ROI
Plan
Produce
DistributeAmplify
Analyze
Strategize
How to maximize the
reach of your content
36 @gdecugis
Do some research to create content that resonates
with your target audience
Research successful content
Find out what works / what doesn’t
Fill in the gaps: be the best answer for your target
audience
37 @gdecugis
Do some research to identify influencers
who share similar content
Identify most influential sharers and back linkers
Build relationship with them: start by curating and
sharing their content (“give before you get”)
38 @gdecugis
Build outreach lists and engage with your influencers
Have conversions with them
39 @gdecugis
Encourage influencer participation
“Co-creating useful content with your
community incentives participation,
engagement and promotion.
Influencers get exposure and you’ll
get relevant content they’re inspired to
share.”
Lee Odden
CEO, TopRank Online Marketing
@leeodden
40 @gdecugis
Leverage automation to create publishing workflows
Share new posts
multiple times
Re-share
evergreen content
Leverage your
team social reach
What Program new content as radio
DJ’s with new music tracks
Got a hit?
Play it again, Sam!
Get your team to share your
content to their own channels
How •Use scheduling tools to program
new content to be shared multiple
times automatically…
•… and that keep track of your
timeline so you don’t over-share
•Repeat for over 4-6 weeks from
publication date across all
channels
•Test different messages to find
out what works best
•Rank content and posts by
lead generation and
conversation rate metrics
•Tag most successful,
evergreen content
•Rotate it on an ongoing
basis in your social calendar
•Make it easy for them to
share your content
•Or even post on their behalf
through social collaboration
tools
Why •Only a fraction of your social
audience is connected when you
hit publish
•To test various message before
retaining the best one
•Reach your new followers
•10% engagement rate is
awesome; yet it means 90%
didn’t see it
•To overcome organic reach
decline for brand pages
•To add a human touch
•To build your team’s thought
leadership
41 @gdecugis
Share multiple times
“At my agency, we’ve set up multiple
shares on all of our content for a long
time now, and we almost always find
that we get much more lifetime traffic
for the content.”
Mark Traphagen
Sr Director of Online Marketing, Stone Temple
@marktraphagen
Source: http://marketingland.com/tweet-repeat-power-sharing-sharing-83050
42 @gdecugis
Lean content marketing:
optimizing the content marketing lifecycle to generate ROI
Plan
Produce
DistributeAmplify
Analyze
Strategize
How to prove and
improve content
marketing ROI
43 @gdecugis
Content Marketing KPI’s: the VATL model
Publish good content consistently:
• Be consistent: track your content volume
• Promote to generate amplification – also an early indicator of quality
Generate results:
• Measure content contribution to website traffic
• Drive conversions and measure lead and conversion rates
Volume Amplification Traffic Leads
44 @gdecugis
Content volume: fix lack of consistency
45 @gdecugis
Track performance on a post by post basis:
views (traffic), shares (amplification) and attributed leads
Scoop.it Content Director’s analytics: http://business.scoop.it/
46 @gdecugis
Are you on track for content marketing ROI?
Take the 5’ test
http://business.scoop.it/content-marketing-grader-for-roi/

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How to generate ROI out of your content marketing in 2016

  • 1. 1 @gdecugis How to generate ROI out of your Content Marketing in 2016 #ContentROI Live Q&A with Steve Rayson, Director of Buzzsumo and Guillaume Decugis, CEO of Scoop.it Wednesday, January 20th
  • 2. 2 @gdecugis Content Generate leads Nurture prospects Engage customers Brand awareness Traffic and SEO Goals of Content Marketers Source: Content Marketing Institute / MarketingProfs Content has become the fuel of marketing
  • 3. 3 @gdecugis But content is a major struggle for marketers
  • 4. 4 @gdecugis Google and Social Networks want you to produce fresh quality content constantly
  • 5. 5 @gdecugis But it’s hard because content is costly and time-consuming to produce
  • 6. 6 @gdecugis Content distribution is complex Organic reach is declining as social networks want marketers to pay for play
  • 8. 8 @gdecugis And so is understanding what works and what doesn’t
  • 9. 9 @gdecugis What is Content Marketing ROI? ROI = Return Investment $Cost of producing content $Cost of sourcing content externally $Time spent planning and managing a content strategy $Content distribution, advertising costs $Software and tools $Brand awareness, thought leadership $Leads and revenue $SEO $Traffic $Conversions
  • 10. 10 @gdecugis Marketers need lean content strategies to achieve ROI Low cost but no impact Low cost / fast / high impact Costly Flops Costly Wins Cost / Time Impact
  • 11. 11 @gdecugis Lean content marketing: optimizing the content marketing lifecycle to generate ROI Plan Produce DistributeAmplify Analyze Strategize Best practices to: •Align results and investments •Amplify results •Save costs
  • 12. 12 @gdecugis Lean content marketing: optimizing the content marketing lifecycle to generate ROI Plan Produce DistributeAmplify Analyze Strategize
  • 13. 13 @gdecugis Strategize “Answer your prospects’ Top 30 questions” Barry Feldmann Founder & CEO, Feldman Creative @feldmancreative
  • 14. 14 @gdecugis As prospects move down your funnel, they have questions. List them. FAQ’s by stage • How should I think about my problem? • What is XXX? • How can I be better at XXX? • What are best practices on XXX? • How do others solve my problem? • Are there solutions? • How does this product solve my problem? • How does it compare with alternatives? • Has it worked for others? TOFU (Awareness) MOFU (Consideration) BOFU (Decision) Define buyer personas Listen to customers Collect FAQ’s from sales
  • 15. 15 @gdecugis Answer them. FAQ’s by stage • How should I think about my problem? • What is XXX? • How can I be better at XXX? • What are best practices on XXX? • How do others solve my problem? • Are there solutions? • How does this product solve my problem? • How does it compare with alternatives? • Has it worked for others? TOFU (Awareness) MOFU (Consideration) BOFU (Decision) Your answers = content to produce • Your doctrine on this topic • Useful • Educational • Unbiased, trustworthy
  • 16. 16 @gdecugis All quality content should convert: plan your CTA’s. FAQ’s by stage • How should I think about my problem? • What is XXX? • How can I be better at XXX? • What are best practices on XXX? • How do others solve my problem? • Are there solutions? • How does this product solve my problem? • How does it compare with alternatives? • Has it worked for others? TOFU (Awareness) MOFU (Consideration) BOFU (Decision) Your answers = content to produce • Your doctrine on this topic • Useful • Educational • Unbiased, trustworthy Aligned conversions • Sign up to newsletter • Download eBook • Talk to sales
  • 17. 17 @gdecugis But don’t rush top of the funnel / first time visitors!
  • 18. 18 @gdecugis But don’t rush top of the funnel / first time visitors!
  • 19. 19 @gdecugis Organize your content framework around these 3 pillars Content Marketing = publish and distribute content that converts.
  • 20. 20 @gdecugis How we organize our own content hub: Social content •Curated content •Scoop.it pages Blog •Mix of curated and created •Wordpress Resource center •Evergreen content •Top blog posts and ebooks
  • 21. 21 @gdecugis Lean content marketing: optimizing the content marketing lifecycle to generate ROI Plan Produce DistributeAmplify Analyze Strategize How to plan to publish good content consistently
  • 22. 22 @gdecugis More content drives more results Source: HubSpot blogging frequency benchmark 2015 http://blog.hubspot.com/marketing/blogging-frequency-benchmarks
  • 23. 23 @gdecugis Quantity vs quality? Source: Scoop.it blog
  • 24. 24 @gdecugis Both! “Some “just okay” content that is published will crush “awesome content” that never gets published. “You have to produce average content to learn how to produce great content” Marcus Sheridan Founder, The Sales Lion @thesaleslion
  • 25. 25 @gdecugis Don’t bet the farm on a few “epic” ebooks or white papers Source: Content Marketing ROI: Do eBooks and White Papers Generate More Leads Than Blogs? A Data-Driven Answer http://blog.scoop.it/2015/04/21/content-marketing-roi-do-ebooks-and-white-papers-generate-more-leads-than-blogs-a-data-driven-answer/
  • 26. 26 @gdecugis Use a content calendar to drive consistency Define publishing goals (eg: X posts/week) by channel Share with content team / contributors Set reminders and drive consistency Scoop.it Content Director’s smart calendar: http://business.scoop.it/
  • 27. 27 @gdecugis Lean content marketing: optimizing the content marketing lifecycle to generate ROI Plan Produce DistributeAmplify Analyze Strategize How to produce good content at scale
  • 28. 28 @gdecugis Do some research to create content that resonates with your target audience Research successful content Find out what works / what doesn’t Fill in the gaps: be the best answer for your target audience
  • 29. 29 @gdecugis Leverage content curation to create content faster and supplement your own original content Share curated content Publish curated posts Send curated email newsletters What Social posts linking to 3rd-party blogs / content Blog posts that quote 3rd- party content and add context through original commentary Weekly or monthly roundup of top content on a topic How •Use curation tools to save time sourcing content •Share it with your own insight and/or visuals •Pick top curated content •Add 150-200 words to elaborate: context, opinion, data… •Publish as new blog post with link back to source •Pick 3 to 10 relevant stories •Add commentary / context •Format and send as an email newsletter Why •Build relationship with influencers •Add credibility •Save time over blog post creation by 4-8x •Retain comparable SEO impact as original content •Generate conversion by adding your own CTAs •Add third-party validation •Send more emails to your list without spamming •Nurture prospects into qualified leads •Generate conversion by adding your own CTAs
  • 30. 30 @gdecugis Content curation to publish credible content at scale “Content curation not only alleviates the pressure of having to devote valuable time to creating original content, but it also adds credibility and third party validations to your efforts.” Jason Miller Senior Content Marketing, LinkedIn @jasonmillerca
  • 31. 31 @gdecugis Leverage integrated curation tools Automate content discovery and save time Streamline the publishing process to social media Integrate with your blog/website CMS Scoop.it Content Director’s content sourcing and curation tools: http://business.scoop.it/
  • 32. 32 @gdecugis Repurpose existing content under new formats
  • 33. 33 @gdecugis Focus on a few formats
  • 34. 34 @gdecugis Save time and reach comparable performance
  • 35. 35 @gdecugis Lean content marketing: optimizing the content marketing lifecycle to generate ROI Plan Produce DistributeAmplify Analyze Strategize How to maximize the reach of your content
  • 36. 36 @gdecugis Do some research to create content that resonates with your target audience Research successful content Find out what works / what doesn’t Fill in the gaps: be the best answer for your target audience
  • 37. 37 @gdecugis Do some research to identify influencers who share similar content Identify most influential sharers and back linkers Build relationship with them: start by curating and sharing their content (“give before you get”)
  • 38. 38 @gdecugis Build outreach lists and engage with your influencers Have conversions with them
  • 39. 39 @gdecugis Encourage influencer participation “Co-creating useful content with your community incentives participation, engagement and promotion. Influencers get exposure and you’ll get relevant content they’re inspired to share.” Lee Odden CEO, TopRank Online Marketing @leeodden
  • 40. 40 @gdecugis Leverage automation to create publishing workflows Share new posts multiple times Re-share evergreen content Leverage your team social reach What Program new content as radio DJ’s with new music tracks Got a hit? Play it again, Sam! Get your team to share your content to their own channels How •Use scheduling tools to program new content to be shared multiple times automatically… •… and that keep track of your timeline so you don’t over-share •Repeat for over 4-6 weeks from publication date across all channels •Test different messages to find out what works best •Rank content and posts by lead generation and conversation rate metrics •Tag most successful, evergreen content •Rotate it on an ongoing basis in your social calendar •Make it easy for them to share your content •Or even post on their behalf through social collaboration tools Why •Only a fraction of your social audience is connected when you hit publish •To test various message before retaining the best one •Reach your new followers •10% engagement rate is awesome; yet it means 90% didn’t see it •To overcome organic reach decline for brand pages •To add a human touch •To build your team’s thought leadership
  • 41. 41 @gdecugis Share multiple times “At my agency, we’ve set up multiple shares on all of our content for a long time now, and we almost always find that we get much more lifetime traffic for the content.” Mark Traphagen Sr Director of Online Marketing, Stone Temple @marktraphagen Source: http://marketingland.com/tweet-repeat-power-sharing-sharing-83050
  • 42. 42 @gdecugis Lean content marketing: optimizing the content marketing lifecycle to generate ROI Plan Produce DistributeAmplify Analyze Strategize How to prove and improve content marketing ROI
  • 43. 43 @gdecugis Content Marketing KPI’s: the VATL model Publish good content consistently: • Be consistent: track your content volume • Promote to generate amplification – also an early indicator of quality Generate results: • Measure content contribution to website traffic • Drive conversions and measure lead and conversion rates Volume Amplification Traffic Leads
  • 44. 44 @gdecugis Content volume: fix lack of consistency
  • 45. 45 @gdecugis Track performance on a post by post basis: views (traffic), shares (amplification) and attributed leads Scoop.it Content Director’s analytics: http://business.scoop.it/
  • 46. 46 @gdecugis Are you on track for content marketing ROI? Take the 5’ test http://business.scoop.it/content-marketing-grader-for-roi/