Tag Archives: conversion

Measuring Holistic Metrics Behind ROI in Content Marketing

One of the biggest topics around the virtual watercooler when it comes to content marketing is measuring ROI. I’ll expand on that a bit here in this post but first I wanted to showcase some key ideas from a post at WYZOwl.com:

Content marketing sure is in fashion at the moment. But lots of people are, perhaps understandably, reluctant to follow fashion for fashion’s sake.

The good news is that there are obvious things that you can measure. You can use analytics programs to understand where your traffic comes from – meaning you can measure content-driven inbounds, evaluate which particular pieces are creating interest and driving traffic, and understanding how customers behave once on your website.

The full value of content is much more sophisticated and difficult to calculate than this. Principally, this is because content has other, holistic benefits which can’t really be quantified – it builds familiarity, relationship and trust among your audience, which can’t be defined numerically. Via wyzowl.com

In a nutshell the holistic value of content marketing is what I’ve found to be the biggest payoff.

Look at it this way. Let’s say you are interested in doing business with someone. Naturally you go to their website to do research. What looks better? A straight up sales/corporate site or a sales/corporate site that’s full of fresh ideas, content, even… curation.

Measuring the effect of a fully living and breathing website is tough to do. Sure you can ask a prospect how much your content or a full site played into their decision but often these are micro-decisions. These micro decisions act more as check marks as someone goes out and does research on you or your company.

So How Do You Measure These Holistic Metrics?

Here’s 2 ways we’ve found to be effective:

After a sales call or purchase provide the customer/prospect with a survey. Craft the survey in such a way where you can gain insight if your design or your content played a role in their purchase decision.

If you talk to your prospects or customers (which is always a plus) then ask them if they visited your website. If so, what sections. Did they see something that caught their eye?

In most of these responses you’re looking for indications that you’ve built trust or it moved the customer closer to seeing you as a solution or a reliable source of knowledge.

With a survey it’s easy to document and track. With a live phone call you just have to ensure that you do track these responses and you look for trends. Using these results in combination with your analytic solution should give you a good overview if your content plan is aligned with your target audience.

Image courtesy wyzowl.com

If You Want to Profit with Content Curation You Must Own the Platform

Content curation is an awesome strategy. It is a low risk, big impact marketing tactic that has the ability to convert like crazy when put into action. In order for you to use it as an effective conversion tool for you or your business, however, when it comes to monetizing the curated content, the only thing that really matters is:

YOU MUST CONTROL THE CLICK.

Well, okay, other stuff does still matter. It is important to be a good curator and build trust and authority. These things are of prime importance in order to achieve the traffic you are looking for. But once the traffic is there, whoever controls the click ultimately determines where that traffic goes.

So, for this post, I want to ask you to join me in this bubble of thought where the only thing that matters is where the click goes, be that on a link, a product, or wherever you intend to direct the traffic. Regardless of how the user found the content, where that click goes, and who controls it, is what is most important. Continue reading

Success of Content Marketing, 5 Ideas for May, Blog Categories – Content Marketing RoundUp

First up, a pretty good story covering what content marketing success looks like:

After a day reading all the winners’ entries from the Content Marketing Awards and looking at the work, I’ve learnt stuff I never knew I didn’t know (to borrow from Donald Rumsfeld): that Lloyd’s of London insured property owners against Zeppelin attacks during WW1; the philosophy of holiday magnate Sir Billy Butlin; and the operations of the Norwegian armed forces.

The second was the way in which the winners not only produced multiple forms of content, but they were optimised for the platform. Wardour’s The Review (best B2B, technology and telecoms) for digital security provider Gemalto targets a tech-savvy, time-poor audience whose working lives are in always-on mode. So Wardour moved from a print-dominated approach to one in which they could access content at any time and in any location. Via theguardian.com

I tend to agree with the last point. You should go into all your content marketing efforts with a re-purposing plan in mind. With just a little planning and possibly a little bit more effort the content you create can spring multiple tentacles. That’s what we did with our podcast, we recorded it in video, exported to audio, released on iTunes, YouTube, as well as our blog here. We also use as a resource for our members section.

The next story comes from PracticalEcommerce.com. It provides some great advice on planning for May:

5 Content Marketing Ideas for May 2014 Practical Ecommerce

Content marketing seeks to create and publish useful or entertaining content like articles, photographs, videos, or similar that will attract, engage, and retain customers. But good content marketing doesn’t just happen accidentally; marketers need to plan ahead to be successful.

With April already underway, it is time to start thinking about content marketing for May. What follows are five content ideas that you may help to promote your online store in May 2014.

1. How-To, All Month Long
2. Star Wars Day: May 4, 2014
3. Cinco De Mayo: May 5, 2014
4. Mothers Day: May 11, 2014
5. Memorial Day: May 26, 2014

Via practicalecommerce.com

Self explanatory in some ways but the click the post above for additional insight on each one of these dates.

Should you get rid of blog categories? Does it not matter anymore?

Content Marketers, Kill The Blog Category

In the early 60s, Marshall McCluhan went on to write about media determinism, an idea suggesting that our communications technologies shape the way we think. Its understandable that when blogs were devised, the various blog posts were categorized. There is also something about computer programmers: they seem predisposed to ontologies and organizing information in structured frameworks. Via marketingland.com

So our stats don’t back up this assertion. Although I’ll admit we design most of our sites and client sites with content discovery around categories and tags. We routinely see traffic scouring through sites via tags and categories. This is still something to think about… how does your audience want to be presented content? What are ways you can get them engaged?

3 Big Reasons Why You Should Add Content Curation to Your Marketing Mix

Really good piece from Rachel on the CopyWriterToronto.com. It talks about why you should add curation to  your marketing mix. First let’s start with a great definition:

Curating content is much like putting together an art exhibition. Instead of randomly sharing whatever you think is interesting, you need to think about how it all blends together. In a business sense, you also must consider whether the content will attract your target audience and get them to take the next step in working with you.

The 3 reasons why you should add it to your market mix are:

  1. Produce more content, faster. 
  2. Bring more targeted leads to your website. 
  3. Increase your conversions.

Let’s talk about each one of these individually.

Produce More Content, Faster

This is spot on. Think about this for a second. With content curation you’re adding value to another piece of content. Just like I’m doing here. The original piece of content spurred the idea for me to add the commentary. Through this commentary I’m highlighting not only our ideas here but the ideas of the original content producer. This process alone allows me to produce more content in 1/10th the time it takes… in fact, content curation is the quickest form of content marketing you can do.

Bring More Targeted Leads to Your Website

Another great point. While you should be writing about what you market cares about curation typically ensures you are. I argue that you wouldn’t have found that piece of content if it didn’t resonate somehow with your target market. Because of this your sharing things that directly relate to what your target market cares about. The more content that you have that relates to your target market the more traffic you will create… in the end the web is about eyeballs and getting those eyeballs to see your stuff.

Increase Your Conversions

There’s a few reasons why curation converts. First and foremost it’s because your driving traffic to your own platform. Next, curation is typically shorter form content. This means people consume your content quickly and then start looking around  your site (or they leave). If they stick around this is your opportunity to convert. This last point is one of the biggest surprised we first noticed when we started curating– some of our curations converted better than our own unique content. This fact alone is enough for most people to start curating.

There’s much more in the story below…

 

Image courtesy of copywritertoronto.com