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Content Marketing
Who’s this guy?Kyle Manning Head of ContentiProspect Brisbane
What does our team look like?
Writing | Strategy | Design & Dev.
SEO
Content
SEM
Data
Where do we fit in the digital marketing
scene?
How do we approach content marketing?
DATA STRATEGY CREATE AMPLIFY MEASURE
With this framework …
How do we approach content marketing?
… and these objectives.
Thought Leadership
BrandAwareness
Lead
Generation
Lead
Nurturing
Content Marketing Today & Tomorrow
What High-Performing Content Looks Like
Tracking & Measuring Content
Content Marketing Tools
Content Marketing Today & Tomorrow
Building an audience
by
creating and distributing relevant content
that will
inform, engage, inspire or entertain
them
in order to
drive positive business outcomes
…over time.
So…
“Content Shock” & SaturationAI & Automation
Personalisation & PrivacyCreating Experiences via Data
What’s changing?
“Content Shock” & SaturationAI & Automation
Personalisation & PrivacyCreating Experiences via Data
What’s changing?On Wordpress alone, there are
80 millionposts published per month.
“Content Shock” & SaturationAI & Automation
Personalisation & PrivacyCreating Experiences via Data
What’s changing?Mature content marketing organisations are using
machine learning, automation & AI
to create efficiencies and boost results.
“Content Shock” & SaturationAI & Automation
Personalisation & PrivacyCreating Experiences via Data
What’s changing?To target and track, we need data. But now,
users are in controlof their own data. (Well, mostly.)
“Content Shock” & SaturationAI & Automation
Personalisation & PrivacyCreating Experiences via Data
What’s changing? It’s about creating
great experiencesacross all digital touchpoints.
What High-Performing Content Looks LikeBlog ContentInteractive ContentVisual Content
Thinking Time!What would be the mostinteresting or fun industry for a content marketer?
Metric FB Metric GA
Unique Link Clicks
3,473Unique Page Views
3,431
Link CTR 9.62% New Users 3,265
CPC (Link Clicks) $0.07 Sessions 3,422
Total Spent $250 Phone Calls 50
Reach 28,897Phone CallConv. Rate
1.46%
4,100competition
entries
10,300quiz
completions
22Facebook
shares
12,500quiz
views
84Facebook comments
524Facebook likes/loves
All achieved with a single content piece and a modest amplification budget.
Content Marketing ToolsChoosing our contentCreating our content
Google AnalyticsAnswer the PublicForums (e.g. Whirlpool, Quora)Keyword PlannerGoogle (Yep!)SEO Tools (e.g. SEMrush, Ahrefs)
Choosing Content
Google AnalyticsAnswer the PublicForums (e.g. Whirlpool, Quora)Keyword PlannerGoogle (Yep!)SEO Tools (e.g. SEMrush, Ahrefs)
Choosing Content
Google AnalyticsAnswer the PublicForums (e.g. Whirlpool, Quora)Keyword PlannerGoogle (Yep!)SEO Tools (e.g. SEMrush, Ahrefs)
Choosing Content
Google AnalyticsAnswer the PublicForums (e.g. Whirlpool, Quora)Keyword PlannerGoogle (Yep!)SEO Tools (e.g. SEMrush, Ahrefs)
Choosing Content
Google AnalyticsAnswer the PublicForums (e.g. Whirlpool, Quora)Keyword PlannerGoogle (Yep!)SEO Tools (e.g. SEMrush, Ahrefs)
Choosing Content
Google AnalyticsAnswer the PublicForums (e.g. Whirlpool, Quora)Keyword PlannerGoogle (Yep!)SEO Tools (e.g. SEMrush, Ahrefs)
Choosing Content
ShutterstockCanva / Pixlr
QzzrCopyscape
AsanaSourceBottle
Creating Content
ShutterstockCanva / Pixlr
QzzrCopyscape
AsanaSourceBottle
Creating Content
ShutterstockCanva / Pixlr
QzzrCopyscape
AsanaSourceBottle
Creating Content
Shameless plug:If you’d like to read more
about why quizzes are great for content marketing, I wrote
a whole article about it.
ShutterstockCanva / Pixlr
QzzrCopyscape
AsanaSourceBottle
Creating Content
ShutterstockCanva / Pixlr
QzzrCopyscape
AsanaSourceBottle
Creating Content
ShutterstockCanva / Pixlr
QzzrCopyscape
AsanaSourceBottle
Creating Content
Measuring Content MarketingWhat metrics should we use?How do we measure ROI for content?
Keyword visibility / social numbers
User flow, onsite engagement metrics, or number of drop-offs in critical areas of the site
Subscriber list size and growth rate
Increase organic or social share of voice
Improve customer experience
Grow your subscriber list
Objectives Metrics
Keyword visibility / social numbers
User flow, onsite engagement metrics, or number of drop-offs in critical areas of the site
Subscriber list size and growth rate
MetricsAcquisition
Behaviour
Conversion
Increase organic or social share of voice
Improve customer experience
Grow your subscriber list
Objectives
Acquisition
Behaviour
Conversion
+ Advocacy
• Remarketing audience size or performance (incremental improvements)
• Sales and revenue• Conversions (e.g. sign-ups, phone calls,
location page views)
• Audience size (owned/paid/earned)• Total new users or unique pageviews per user• Social engagement (affinity/applause) rate• Social reach
Choosing Your Metrics Based on the Journey Phase
• Social mentions and conversation rate• Referral traffic
BUT
Metrics
Metrics
ROI
Metrics
Metrics
Ensure goals are being tracked against values.Specify what every goal completion is worth, as accurately as possible.
Use the right attribution model.One size doesn’t fit all.
Adapt and iterate ...… and ask the right questions of your data.
3 Tips for Translating Your Metrics into ROI
Bye!Thanks for listening.
Want to talk more about content? Me [email protected] | 07 3640 6207 | LinkedIn
