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Marketing the Return on Content
Tina Kelly, VP Interactive Marketing, McMurry/TMG
“Content Marketing” Explosion
Source: Google Insights
$118.4 billion will be spent on content
marketing, video marketing and social media in 2013.
Source: eMarketer
27,000,000Pieces of content are
shared everyday.
Source: AOL & Neilson
Content marketing costs 62% less than traditional marketing and generates
about 3 times as many leads.
Source: Demand Metric
In 2012, consumers considered 10 pieces of content before making
a purchase.
Source: INC.5000
Return on Content• McMurry/TMG’s trademarked company-wide
commitment to providing measurable and accountable success for every client program.
• Both a concept & a discipline. • Our approach to reporting success back to our
clients.
Return on Content• Intelligent and selective presentation of relevant
data • Data presented in graphically original and
illuminating ways to enable and accelerate comprehension
• Insightful commentary providing important insights gathered from close examination by our experts
• Recommended actions based on the story told by the data
The Path to Return on Content
The Basics1. Identify Your Goals2. Define Measurement Points3. Track4. Measure5. Consistently Optimize
Identifying Your Goals
Step 1: Identify Your Goals• Brand Awareness• Web Traffic• Conversions/Leads• Sales
Create Measurement Points
Step 2: Creating Measurement Points
1. Sales2. Leads3. Actions
SalesTrack content driving to a purchase action.
Lead FormsInclude in the page or banners with compelling calls-to-action.
Lead Forms/Gated ContentGate Content: Place high-valued content behind a registration form to gain prospect information for lead generation and future marketing:• White papers• Infographics• eBooks• Video
Actions• Email sign-up• Contest submission• Account creation• Store locator• Subscriptions• App Downloads
Offline Actions• Drive online via custom ULR’s• QR codes• Contests
What do you do if you can’t close the loop?
Consumption• Traffic• Time on Site• Pages/visit• Bounce Rate• Improved Optimization
Consumption Metrics• Traffic• Time on Site• Pages/visit• Bounce Rate
Engagement Metrics• Social Sharing• Comments & Replies• Ratings
Additional Value• Improved Optimization/Rankings• Thought Leadership
Analyze, Report & Optimize
Step 3: Analyze, Report & Optimize
Q & A Session
Contact Me With QuestionsTina KellyVP, Interactive MarketingMcMurry/[email protected] (direct)
You’ve mastered the theory, now put it into practice
Use the Show Guide to match this session’s categories with the
providers in the Hall who can help execute!
See Page 18 for details
