Showing ROI: How to Create a Content Marketing Report
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Transcript of Showing ROI: How to Create a Content Marketing Report
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Showing ROI: How to Create a Content Marketing ReportWordCamp London 2017
Ilia Markov www.markovunchained.com @nochainmarkov
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Why does content ROI matter?
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Every uncool content marketer ever
Oh, I’m mostly a blogger…
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What gets measured, gets managedPeter Drucker (maybe)
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Playbill
• Act 1: Content is part of your business strategy
• Act 2: How to set up a report
• Act 3: How to calculate ROI
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• Content marketer with strong focus on SaaS companies
• Curator of Content Marketing Weekly newsletter
• Saints fan, have traveled to Hull, Swansea, and Southampton
A bit about myself…
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Act 1: Content is part of your business
strategy
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Business Objectives
Marketing Objectives
Marketing Strategy
Content Objectives
Content Strategy
Content Tactics
What’s the bigger picture?
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What are your goals with content?
• NOT “Traffic” → It could be a KPI (next slide)
• Do you have someone doing Sales? → It could be leads
• Are you selling a digital product (SaaS)? → Trials started
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Tie your KPI framework with the goals
• KPI = Key Performance Indicator
• What metric shows progress on your goals?
• Some popular options include:
• Traffic
• Shares & Comments
• Leads generated
• Conversions
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Act 2: Set up your content report
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What tools to use
• Google Analytics → straightforward (sort of)
• Woopra → detailed analytics, free plan
• Google Search Console → for measuring SEO
• Google Sheets + Analytics Add-on → for the actual report
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Create a funnel
Traffic
Leads
Prospects
Customers
Sessions, Unique visitors, New vs. Returning
Emails collected (Goal conversions)
Pricing page visited, Trials started
Sales (Goal conversions)
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Woopra works great for funnels
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Your report could be a custom dashboard
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Or built from scratch by pulling data
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Some things you should consider
• Attribution → consider using UTM links
• Set up goals in Google Analytics / Woopra
• How to measure to avoid data issues (spikes, etc.)
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UTM links allow you to get very detailed
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Setting up goals in Google Analytics
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Think about how you look at data
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Act 3: How to Calculate ROI
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You need to know two numbers
• CAC: Cost of Acquiring a Customer
• LTV: Average Customer Lifetime Value
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How to find out your CAC
• In February you generated 4 clients and spent £1200 on content:
• Writing: £800 (4 posts x £200 each)
• Editing: £300 (10 hours x £30)
• Tools (hosting, keyword research, email provider, lead gen): £100
• => Your CAC of content is £1200 / 4 = £300
• But this is quite simplified…
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Calculating LTV is similar
• In reality, it’s the average deal size, but with caveats…
• If you’re selling a subscription-based product (e.g. SaaS, productized consulting, etc.), => average [monthly/annual] rate x average time someone’s a customer
• If you’re freelancing (e.g. building websites for clients) => figure out your average deal size
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Putting CAC and LTV together
LTV < CAC
Obviously not good…
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Putting CAC and LTV together
LTV > CAC
Slightly better, but…
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Putting CAC and LTV together
£301 > £300
…is it enough?
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A good measure of comparison
LTV ≥ 3x CAC
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For more on the topic:
• Content Marketing ROI: How We Measure Success at Hubstaff
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Thank you!
http://nocha.in/wcldn17
It’s time for your questions…