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"Evaluating Content Effectiveness and Optimizing for Engagement"
Soren RyherdPresident & Co-FounderWorking Planet Marketing Group
Marketing’s Purpose
The purpose of marketing is to contribute to the success of the company
“Company Success” is measured by profitability
Connecting the Dots to Profitability
How to Evaluate Content Effectiveness
• Identify Key Performance Indicators based on business metrics
• Specify role content plays in driving KPIs
• Baseline performance
• Test to improve KPIs
KPIs - Having the right metrics for your business model
• KPIs are business specific• If there is no direct relationship to profitability, it is not a KPI
Examples: Advertising Revenue Model: KPIs: Impressions Per Visitor, Time On Site, Page-Views Per Visitor
B2B Inside Sales Model: KPIs: Cost-Per-Acquisition, Percent of Projected Revenue, Cost-Per-Qualified Lead
SaaS Model: KPIs: Months-to-Break-Even, Percent of Projected Lifetime Value, Cost-Per-Signup
Creating Feedback Loops
Graphic property of Mongoose Metrics, who we highly recommend
Optimizing for Continuous Improvement
Cross-Channel Effects
People engage inmultiple brand touch points
The trick is to assessthe impact to determinevalue
Cross-Channel Effects
Understanding User Needs for Engagement
Don’t Design the Funnel
Segment the Audience
Support Personality Profiles
Understanding User Needs for Engagement
Three Paths to Successful Content Testing:
1. Structure – Are call to actions clear?
2. Messaging – Are we leading with what is important to the user?
3. Credibility – Are we reinforcing that this is a safe path?
Case study – Landing page improvement and assessment
Case study – Landing page improvement and assessment
Results: 40% Lift in
Family Registrations Testing Tech: Google Website Optimizer
www.google.com/websiteoptimizer
Best Homepage Test Award
Q&A
Thank you
Soren Ryherd
soren@workingplanet.com
Working Planet Marketing Group131 Wayland AvenueProvidence, RI 02906
401-709-3123www.WorkingPlanet.com
sorenryherd
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