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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

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Goals of Content Marketers

Source: Content Marketing Institute / MarketingProfs

Content has become the fuel of marketing

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But content is a major struggle for marketers

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Google and Social Networks want you to produce fresh quality content constantly

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But it’s hard because content is costly and time-consuming to produce

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Content distribution is complex

Organic reach is declining as social networks want marketers to pay for play

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Way complex

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And so is understanding what works and what doesn’t

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What is Content Marketing ROI?

ROI =

ReturnInvestment

$Cost of producing content$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

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Marketers need lean content strategies to achieve ROI

Low cost but no impact

Low cost / fast / high impact

Costly Flops

Costly Wins

Cost / Time

Impa

ct

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Lean content marketing:optimizing the content marketing lifecycle to

generate ROIStrategize

Best practices to:•Align results and investments

•Amplify results

•Save costs

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Lean content marketing:optimizing the content marketing lifecycle to

generate ROIStrategize

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Strategize

“Answer your prospects’ Top 30 questions”

Barry FeldmannFounder & CEO, Feldman Creative@feldmancreative

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As prospects move down your funnel, they have questions.List them.

FAQ’sby 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?

Define buyer personas

Listen to customers

Collect FAQ’s from sales

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Answer them.

FAQ’sby 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?

Your answers = content to produce

• Your doctrine on this topic

• Useful

• Educational

• Unbiased, trustworthy

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All quality content should convert: plan your CTA’s.

FAQ’sby 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?

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

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But don’t rush top of the funnel / first time visitors!

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But don’t rush top of the funnel / first time visitors!

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Organize your content framework around these 3 pillars

Content Marketing = publish and distribute content that converts.

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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

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Lean content marketing:optimizing the content marketing lifecycle to

generate ROIStrategize

How to plan to publish good content consistently

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More content drives more results

Source: HubSpot blogging frequency benchmark 2015 http://blog.hubspot.com/marketing/blogging-frequency-benchmarks

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Quantity vs quality?

Source: Scoop.it blog

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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 SheridanFounder, The Sales Lion@thesaleslion

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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/

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Use a content calendar to drive consistency

Define publishing goals (eg: X posts/week) by channelShare with content team / contributorsSet reminders and drive consistency

Scoop.it Content Director’s smart calendar: http://business.scoop.it/

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Lean content marketing:optimizing the content marketing lifecycle to

generate ROIStrategize

How to produce good content at scale

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Do some research to create content that resonates

with your target audience

Research successful contentFind out what works / what doesn’tFill in the gaps: be the best answer for your target audience

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Leverage content curation to create content faster and supplement your own original content

Share curated content

Publish curated posts

Send curated email

newslettersWhat Social posts linking to 3rd-

party blogs / contentBlog 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

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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 MillerSenior Content Marketing, LinkedIn@jasonmillerca

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Leverage integrated curation tools

Automate content discovery and save timeStreamline the publishing process to social mediaIntegrate with your blog/website CMS

Scoop.it Content Director’s content sourcing and curation tools: http://business.scoop.it/

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Repurpose existing content under new formats

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Focus on a few formats

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Save time and reach comparable performance

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Lean content marketing:optimizing the content marketing lifecycle to

generate ROIStrategize

How to maximize the reach of your content

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Do some research to create content that resonates

with your target audience

Research successful contentFind out what works / what doesn’tFill in the gaps: be the best answer for your target audience

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Do some research to identify influencers who share similar content

Identify most influential sharers and back linkersBuild relationship with them: start by curating and sharing their content (“give before you get”)

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Build outreach lists and engage with your influencers

Have conversions with them

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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 OddenCEO, TopRank Online Marketing@leeodden

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Leverage automation to create publishing workflows

Share new posts multiple times

Re-share evergreen

content

Leverage your team social

reachWhat Program new content as radio

DJ’s with new music tracksGot 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

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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 TraphagenSr Director of Online Marketing, Stone Temple@marktraphagen

Source: http://marketingland.com/tweet-repeat-power-sharing-sharing-83050

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Lean content marketing:optimizing the content marketing lifecycle to

generate ROIStrategize

How to prove and improve content marketing ROI

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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 Amplifica-tion Traffic Leads

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Content volume: fix lack of consistency

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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/

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Are you on track for content marketing ROI?Take the 5’ test

http://business.scoop.it/content-marketing-grader-for-roi/