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MARKETING INSIDER GROUP
The Content Formula
Calculate the ROI of Content Marketing & Never Waste Money Again
Michael Brenn...
What is Marketing?
What is the ROI?
MARKETING INSIDER GROUPWhat is the ROI?
What is the ROI?
Let’s Talk About
Banners?
The 1st Banner (1994):
44% Click Thru Rate!
MARKETING INSIDER GROUP
WARNING!
Math ahead!
MARKETING INSIDER GROUP
Less likely
to click on a
banner than…
MARKETING INSIDER GROUP
MARKETING INSIDER GROUP
MARKETING INSIDER GROUP
“We need to stop interrupting what
people are interested in and give people
what they are interest...
MARKETING INSIDER GROUP
Ann Handley: Take your brand out of the story and
make your customers the hero.”
Content
Marketing...
MARKETING INSIDER GROUP
Marketers need to measure
things that have quantifiable
value that they can take to
the bank.
MARKETING INSIDER GROUP
We hear lots of
questions about
content marketing . . .
What is content marketing?
How do I get my...
MARKETING INSIDER GROUP
HOW DO I CALCULATE
CONTENT MARKETING ROI?
Is the most common question we hear
from marketers strug...
MARKETING INSIDER GROUP
PART ONE
/ Build The
Business Case
BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
1
MARKETING INSIDER GROUP
MARKETING INSIDER GROUP
Marketing should be tied to
a business case that sales and
executives can understand.
MARKETING INSIDER GROUP
MARKETING INSIDER GROUP
Reach early
stage buyers
Engage new buyers
with your brand
Conversions you would
have never reache...
MARKETING INSIDER GROUP
Early-stage Searches
Middle-stage
Brand Searches
Search/SocialVolume
What is Content Marketing?
(1...
MARKETING INSIDER GROUP
How Much Early-Stage Search Traffic Comes To Your
Website?
MARKETING INSIDER GROUP
Organic search is
responsible for 64% of
all web traffic
Only 2% of users travel
to the 2nd page o...
MARKETING INSIDER GROUP
Do You Rank In Position 1-3 for Your
Product Category?
MARKETING INSIDER GROUP
IMAGINE: YOU OWN THE CATEGORY
www.makeup.com -- (owned by L’Oreal)
MARKETING INSIDER GROUP
IMAGINE: YOU OWN THE TARGET AUDIENCE
www.CMO.com -- owned by Adobe
MARKETING INSIDER GROUP
IMAGINE: YOU ARE A TOP SOURCE IN YOUR INDUSTRY
www.health.clevelandclinic.org -- Top source for he...
MARKETING INSIDER GROUP
IMAGINE: MARKETING THAT ATTRACTS NEW
BUYERSAMEXOPEN Forum is the largest source of new leads for A...
MARKETING INSIDER GROUP
MARKETING INSIDER GROUP
PART TWO
/ Find The
Budget
BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
2
MARKETING INSIDER GROUP
Content
Used
30%
Content
Not
Used
70%
60% -70% of Content Goes Completely Unused*
$100 Billion Opp...
MARKETING INSIDER GROUP
How much your
organization is
wasting on
unused content
Amount that
gets used
Current content
prod...
MARKETING INSIDER GROUP
What Do You Spend On Paid Search Because
You Don’t Rank Organically?
=$
MARKETING INSIDER GROUP
The average click-through rate of display ads is 0.1%.
(DoubleClick).1%
8% Only 8% of internet use...
MARKETING INSIDER GROUP
Run CRM ROI Report. Rank Low to High
=$
MARKETING INSIDER GROUP
CASE STUDY: ADVERTISING PARTNERSHIP FUNDED
SAP CONTENT MARKETING
MARKETING INSIDER GROUP
CASE STUDY: ADVERTISING PARTNERSHIP FUNDED
SAP CONTENT MARKETING
Saved / invested in content marke...
MARKETING INSIDER GROUP
We shifted investment
from advertising to content
marketing so we could
shout louder than we spend...
MARKETING INSIDER GROUP
PART
THREE
/ Measure
Results
BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
3
MARKETING INSIDER GROUP
Content Marketing ROI is 4X our
traditional marketing spend.
”
“
Julie Fleischer
Former Sr. Direct...
MARKETING INSIDER GROUP
Paid vs. Organic Search Traffic
REACH
Organic Search Share of Voice
Unbranded Search Traffic
LEADS...
MARKETING INSIDER GROUP
CONTENT MARKETING ROI - REACH
TheValue of Organic Search =
(Paid Search Budget X Organic SearchTra...
HOW TO CALCULATE THE VALUE OF:
PAID VS. ORGANIC SEARCH TRAFFIC
Organic search traffic can be
calculated easily via Google Analytics:
1 Go to Acquisition
2 Campaigns
3 Organic Keywords
In this example, the site has received 359,953 visits from organic search traffic,
totaling 25% of overall traffic.
Assume we spend $100,000 for 1,078,799 visits.
1,078,779 359,593
$100,000 X
CROSS MULTIPLY & DIVIDE TO FIND “X”
ALGEBRA DO...
MARKETING INSIDER GROUP
CONTENT MARKETING ROI -
ENGAGEMENT
TheValue of RepeatVisitors =
(OnlineAd Budget / AdTraffic) * Re...
HOW TO CALCULATE THE VALUE OF:
Repeat Visitors
Source: Inc, 2 Web Metrics You Should be Watching All the Time, 2014
Repeat Visitor Ratio (RVR) measures the
percentage of...
To put a monetary value on RVR, we need to
look at the average amount you’re spending
in advertising to drive net new traf...
For our example, let’s say you’re spending $5,000 per month on advertising to drive
new visitors.
If 80%, or 3,200 visitor...
Don’t forget that while you want to increase the
percentage of repeat visitors, you also want to
increase the total number...
MARKETING INSIDER GROUP
CONTENT MARKETING ROI - CONVERSION
TheValue of Content Marketing Leads =
(Content Marketing Costs ...
HOW TO CALCUATE THE VALUE OF:
COST PER LEAD
In this example, we’ve created two pieces of content:
• For the ROI Guide, we spent $3,000 to create and invested $10,000 ...
CHANNEL COST NEW LEADS MQLs CPMQL
ROI Guide $13,000 550 205 $63
Strategy Guide $23,000 700 130 $177
Now that we know how m...
CHANNEL COST NEW LEADS MQLs CPMQL
ROI Guide $13,000 550 205 $63
Strategy Guide $23,000 700 130 $177
To determine an accura...
MARKETING INSIDER GROUP
CONTENT MARKETING ROI - RETENTION
TheValue of Retention=
Content Customers / Subscribers LTV vs. L...
MARKETING INSIDER GROUP
MARKETING INSIDER GROUP
Thank you!
Michael Brenner
CEO, Marketing Insider Group
@BrennerMichael
Liz Bedor
Brand Strategist...
MARKETING INSIDER GROUP
APPENDIX
Michael Brenner
CEO, Marketing Insider Group
@BrennerMichael
Liz Bedor
Brand Strategist, ...
HOW TO CALCULATE THE VALUE OF:
UNBRANDED ORGANIC SEARCH TRAFFIC
#ThinkContent @lizbedor
To calculate unbranded organic search, we need to exclude your brand or products’
name from the search.
To do this, create...
Let’s say the results showed that now with excluding branded keywords, your site’s organic
search
traffic accounts for 269...
HOW TO CALCUATE THE VALUE OF:
ORGANIC SEARCH SHARE OF VOICE
This essentially measures how much your brand or product is talked about
compared to your competitors.
COMPETITOR 2
COMPET...
Now record the rankings for each keyword you selected for yourself and your competitors.
If you do rank, record in what po...
2014 GOOGLE CLICK
THROUGH RATES
POSITION CTR
1 31.24
2 14.04
3 9.85
4 6.97
5 5.5
6 3.73
7 0
8 0
9 0
10 0
Source: Moz, Goog...
2014 GOOGLE CLICK
THROUGH RATES
POSITION CTR
1 31.24
2 14.04
3 9.85
4 6.97
5 5.5
6 3.73
7 0
8 0
9 0
10 0
Source: Moz, Goog...
If your rank more than once, simply add the click through rates
to find that keyword’s total share of voice.
KEYWORD RANKI...
To find your overall share of voice,
average the share of voice for all your keywords.
KEYWORD RANKING #1 RANKING #2 RANKI...
HOW TO CALCULATE THE VALUE OF:
SUBSCRIPTIONS
MARKETING INSIDER GROUP
Source: AMEX Open Forum, What’s Your Email List Worth (In Actual Dollars)?, 2013
Your email list i...
Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014
FIRST THING’S FIRST:
FIRST THING’S FIRST:
You must know your maximum allowable
cost threshold for getting a new subscriber,
otherwise, you’re s...
NEGATIV
E
RETURNS
!
FIRST THING’S FIRST:
You must know your maximum allowable
cost threshold for getting a new subscriber,...
METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA)
FACEBOOK AD 200 $2.30
TWITTER 400 $1.00
PAID SEARCH 300 $2...
Let’s say you’ve tested a few tactics
and
decided that your maximum allowable
CPA for a new email address is $1.50.
MAXIMU...
METHOD QUANTITY OF
SUBSCRIBERS (QOS)
COST PER
ACQUISITION (CPA)
UNSUBSCRIBE
RATE (UR)
AVERAGE
SALE VALUE (ASV)
FACEBOOK AD...
METHOD QUANTITY OF
SUBSCRIBERS (QOS)
COST PER
ACQUISITION (CPA)
UNSUBSCRIBE
RATE (UR)
AVERAGE
SALE VALUE (ASV)
FACEBOOK AD...
METHOD QUANTITY OF
SUBSCRIBERS
(QOS)
COST PER
ACQUISITION
(CPA)
UNSUBSCRIBE
RATE
(UR)
AVERAGE
SALE VALUE
(ASV)
TOTAL
VALUE...
METHOD QUANTITY OF
SUBSCRIBERS
(QOS)
COST PER
ACQUISITION
(CPA)
UNSUBSCRIBE
RATE
(UR)
AVERAGE
SALE VALUE
(ASV)
TOTAL
VALUE...
METHOD QUANTITY OF
SUBSCRIBERS
(QOS)
COST PER
ACQUISITION
(CPA)
UNSUBSCRIBE
RATE
(UR)
AVERAGE
SALE VALUE
(ASV)
TOTAL
VALUE...
HOW TO CALCUATE THE VALUE OF:
SOCIAL SHARES + FOLLOWERS
While social shares can be seen as an
engagement metric, but should be quantified
as a free source of distribution and rea...
Let’s say you spend $1,000 on paid social distribution
and reached 5,000 viewers.
For this campaign, each view was worth $...
HOW TO CALCUATE THE VALUE OF:
SHARE OF VOICE/OFFSITE SEO
How can you measure your off-site SEO?
• Measure your inbound links and their value with Open Site Explorer.
(https://moz....
What to do with this data?
• Scan your highest-authority inbound links for opportunity to get other similar links.
• Scan ...
HOW TO CALCUATE THE VALUE OF:
PERCENTAGE OF LEADS FROM CONTENT MARKETING
Looking at this gathered data, we see that content marketing accounts for 205 of
the
total 710 marketing qualified leads.
...
Looking at this gathered data, we see that content marketing accounts for 205 of
the
total 710 marketing qualified leads.
...
HOW TO CALCULATE THE VALUE OF:
CONVERSIONS
PROGRAM MQLs
CONVERSION
RATE
AVERAGE SALES
VALUE
Content 205 50% $500
For this example, let’s say our content marketing ha...
PROGRAM MQLs
CONVERSION
RATE
AVERAGE SALES
VALUE
Content 205 50% $500
• To find our total conversions, we need to multiply...
PROGRAM MQLs
CONVERSION
RATE
AVERAGE SALES
VALUE
CONVERSIONS
Content 205 50% $500 102.5
For this example, let’s say our co...
PROGRAM MQLs
CONVERSION
RATE
AVERAGE SALES
VALUE
CONVERSIONS
Content 205 50% $500 102.5
For this example, let’s say our co...
PROGRAM MQLs
CONVERSION
RATE
AVERAGE SALES
VALUE
CONVERSIONS
TOTAL CONVERSION
VALUE
Content 205 50% $500 102.5 $51,000
For...
Content Marketing ROI: What's Your Content Formula?
Content Marketing ROI: What's Your Content Formula?
Content Marketing ROI: What's Your Content Formula?
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Content Marketing ROI: What's Your Content Formula?

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Calculate the ROI of content marketing and never waste money again. In this webinar, Liz Bedor and explain the core foundations from our book "The Content Formula" We go over Building a solid Business Case, getting the Budget, and Proving the ROI of content marketing

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Content Marketing ROI: What's Your Content Formula?

  1. MARKETING INSIDER GROUP The Content Formula Calculate the ROI of Content Marketing & Never Waste Money Again Michael Brenner CEO, Marketing Insider Group @BrennerMichael Liz Bedor Brand Strategist, NewsCred @lizbedor
  2. What is Marketing?
  3. What is the ROI?
  4. MARKETING INSIDER GROUPWhat is the ROI?
  5. What is the ROI? Let’s Talk About Banners? The 1st Banner (1994): 44% Click Thru Rate!
  6. MARKETING INSIDER GROUP WARNING! Math ahead!
  7. MARKETING INSIDER GROUP Less likely to click on a banner than…
  8. MARKETING INSIDER GROUP
  9. MARKETING INSIDER GROUP
  10. MARKETING INSIDER GROUP “We need to stop interrupting what people are interested in and give people what they are interested in. ”
  11. MARKETING INSIDER GROUP Ann Handley: Take your brand out of the story and make your customers the hero.” Content Marketing What Brands Publish What Customers Want Business Instinct CharityEmpathy
  12. MARKETING INSIDER GROUP
  13. Marketers need to measure things that have quantifiable value that they can take to the bank.
  14. MARKETING INSIDER GROUP We hear lots of questions about content marketing . . . What is content marketing? How do I get my content shared? Should we hire journalists? How can I create a viral video? How do I map content to the buyer journey? How do I convince my boss to fund content marketing? What tools should I consider for my content marketing? What is the cost of content marketing? Is it ok to sell in my content marketing? How do I perform a content audit? Is content marketing the same as native advertising? Should our content be gated? What should we write about? How do I get my boss to see the value in content marketing? What are the factors of success with content marketing? How can I get good at content marketing? What does great content marketing look like? Why is content marketing important?
  15. MARKETING INSIDER GROUP HOW DO I CALCULATE CONTENT MARKETING ROI? Is the most common question we hear from marketers struggling to build their own business case internally. “ ”
  16. MARKETING INSIDER GROUP PART ONE / Build The Business Case BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS 1
  17. MARKETING INSIDER GROUP
  18. MARKETING INSIDER GROUP
  19. Marketing should be tied to a business case that sales and executives can understand.
  20. MARKETING INSIDER GROUP
  21. MARKETING INSIDER GROUP Reach early stage buyers Engage new buyers with your brand Conversions you would have never reached = $ BUILD THE BUSINESS CASE
  22. MARKETING INSIDER GROUP Early-stage Searches Middle-stage Brand Searches Search/SocialVolume What is Content Marketing? (10-3000 X) How do I succeed with Content Marketing? (2-10 X) What tools can help me with content marketing? (1) How Much Early-Stage Search Traffic Comes To Your Website?
  23. MARKETING INSIDER GROUP How Much Early-Stage Search Traffic Comes To Your Website?
  24. MARKETING INSIDER GROUP Organic search is responsible for 64% of all web traffic Only 2% of users travel to the 2nd page of Google 18% of users click on the first organic listing Do You Rank In Position 1-3 for Your Product Category?
  25. MARKETING INSIDER GROUP Do You Rank In Position 1-3 for Your Product Category?
  26. MARKETING INSIDER GROUP IMAGINE: YOU OWN THE CATEGORY www.makeup.com -- (owned by L’Oreal)
  27. MARKETING INSIDER GROUP IMAGINE: YOU OWN THE TARGET AUDIENCE www.CMO.com -- owned by Adobe
  28. MARKETING INSIDER GROUP IMAGINE: YOU ARE A TOP SOURCE IN YOUR INDUSTRY www.health.clevelandclinic.org -- Top source for healthcare information w/ +2M visitors per month
  29. MARKETING INSIDER GROUP IMAGINE: MARKETING THAT ATTRACTS NEW BUYERSAMEXOPEN Forum is the largest source of new leads for AMEX’s Small Business Division
  30. MARKETING INSIDER GROUP
  31. MARKETING INSIDER GROUP PART TWO / Find The Budget BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS 2
  32. MARKETING INSIDER GROUP Content Used 30% Content Not Used 70% 60% -70% of Content Goes Completely Unused* $100 Billion Opportunity** **Source: Econsultancy * Source: Sirius Decisions = $
  33. MARKETING INSIDER GROUP How much your organization is wasting on unused content Amount that gets used Current content production costs Calculate The Cost of Unused Content
  34. MARKETING INSIDER GROUP What Do You Spend On Paid Search Because You Don’t Rank Organically? =$
  35. MARKETING INSIDER GROUP The average click-through rate of display ads is 0.1%. (DoubleClick).1% 8% Only 8% of internet users account for 85% of clicks on display ads (and some aren’t even humans!) (comScore) 50% About 50% of clicks on mobile ads are accidental (GoldSpot) Reallocate Budget From Low Performing Marketing Programs (Advertising?)
  36. MARKETING INSIDER GROUP Run CRM ROI Report. Rank Low to High =$
  37. MARKETING INSIDER GROUP CASE STUDY: ADVERTISING PARTNERSHIP FUNDED SAP CONTENT MARKETING
  38. MARKETING INSIDER GROUP CASE STUDY: ADVERTISING PARTNERSHIP FUNDED SAP CONTENT MARKETING Saved / invested in content marketing platform $100,000 Reach, Engagement and LEADS SAP would have never seen. 1,000,000 Organic Visitors 10,000 Subscribers 1,000 Leads
  39. MARKETING INSIDER GROUP We shifted investment from advertising to content marketing so we could shout louder than we spend. Beth Comstock CMO, GE ” “
  40. MARKETING INSIDER GROUP PART THREE / Measure Results BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS 3
  41. MARKETING INSIDER GROUP Content Marketing ROI is 4X our traditional marketing spend. ” “ Julie Fleischer Former Sr. Director, Kraft Foods
  42. MARKETING INSIDER GROUP Paid vs. Organic Search Traffic REACH Organic Search Share of Voice Unbranded Search Traffic LEADS CONVERT OTHER CONVERSIONS SUBSCRIBERS Time on Site ENGAGE Social shares Subscriptions Bounce rate Retention Rate Upsells RETAIN CONTENT MARKETING ROI
  43. MARKETING INSIDER GROUP CONTENT MARKETING ROI - REACH TheValue of Organic Search = (Paid Search Budget X Organic SearchTraffic) / Paid SearchTraffic TheValue of Unbranded SearchTraffic = (Paid Search Budget X Unbranded SearchTraffic) / Paid Search Traffic TheValue of Achieving Digital “Fair Share” = (Online Share of Organic Search / Market Share) X 100
  44. HOW TO CALCULATE THE VALUE OF: PAID VS. ORGANIC SEARCH TRAFFIC
  45. Organic search traffic can be calculated easily via Google Analytics: 1 Go to Acquisition 2 Campaigns 3 Organic Keywords
  46. In this example, the site has received 359,953 visits from organic search traffic, totaling 25% of overall traffic.
  47. Assume we spend $100,000 for 1,078,799 visits. 1,078,779 359,593 $100,000 X CROSS MULTIPLY & DIVIDE TO FIND “X” ALGEBRA DOES COME IN HANDY! PAID ORGANIC TRAFFIC PERCENTAGE 75% 25% TOTAL TRAFFIC 1,078,779 359,593 COST/VALUE $100,000 $33,333 ORGANIC SEARCH TRAFFIC IS WORTH $33,333
  48. MARKETING INSIDER GROUP CONTENT MARKETING ROI - ENGAGEMENT TheValue of RepeatVisitors = (OnlineAd Budget / AdTraffic) * RepeatVisitors TheValue of Subscribers= (Sales from Email Nurture) / # Subscribers
  49. HOW TO CALCULATE THE VALUE OF: Repeat Visitors
  50. Source: Inc, 2 Web Metrics You Should be Watching All the Time, 2014 Repeat Visitor Ratio (RVR) measures the percentage of visitors who return to your site after an initial visit during some specific time period. Let’s say you got 4,000 visitors this month and 800 were repeat visitors. 800/4,000 = 20%
  51. To put a monetary value on RVR, we need to look at the average amount you’re spending in advertising to drive net new traffic.
  52. For our example, let’s say you’re spending $5,000 per month on advertising to drive new visitors. If 80%, or 3,200 visitors are net new, you’re spending an average of $1.56 per visitor. $5,000 / 3,200 = $1.56 Taking that finding, we can then calculate the value of our 800 repeat visitors. 800 * $1.56 = $1,250 Therefore, our repeat visitors are valued at $1,250 per month.
  53. Don’t forget that while you want to increase the percentage of repeat visitors, you also want to increase the total number of visitors… Otherwise you’ll be preaching to the same choir.
  54. MARKETING INSIDER GROUP CONTENT MARKETING ROI - CONVERSION TheValue of Content Marketing Leads = (Content Marketing Costs / Content Marketing Leads) (Content Marketing Costs / Event Registrations) (Content Marketing Leads * Content Marketing Conversion Rate X Avg. Sale Price) (Avg. Marketing Lead Sales / # of Marketing Leads) X Content Marketing Lead %
  55. HOW TO CALCUATE THE VALUE OF: COST PER LEAD
  56. In this example, we’ve created two pieces of content: • For the ROI Guide, we spent $3,000 to create and invested $10,000 to distribute. • For the Strategy Guide we also spent $3,000 to create, but spent $20,000 to distribute. • Combining these costs, we can see that the ROI Guide cost us $13,000 and the Strategy Guide cost us $23,000. CONTENT ACTIVITY COST TOTAL COST ROI Guide Creation $3,000 $13,000 ROI Guide Sponsored Email $10,000 Strategy Guide Creation $3,000 $23,000 Strategy Guide Sponsored Webinar $20,000
  57. CHANNEL COST NEW LEADS MQLs CPMQL ROI Guide $13,000 550 205 $63 Strategy Guide $23,000 700 130 $177 Now that we know how much our content cost to create and distribute, let’s see how the content did in terms of lead generation to calculate cost per qualified lead. • To calculate cost per lead, we want to take the total cost ($13,000) divided by the total number of qualified leads (205). • $13,000 / 205 = $63 • Therefore, our ROI Guide cost $63 per qualified lead.
  58. CHANNEL COST NEW LEADS MQLs CPMQL ROI Guide $13,000 550 205 $63 Strategy Guide $23,000 700 130 $177 To determine an accurate average total cost per lead of content marketing, we’d want to take a larger sample, but for the purpose of this guide, we’ll simplify and average these two costs. $63 + $177 / 2 = $120 Therefore our average total cost per lead for content marketing is $120.
  59. MARKETING INSIDER GROUP CONTENT MARKETING ROI - RETENTION TheValue of Retention= Content Customers / Subscribers LTV vs. LTV Customers Who Don’t Read / Subscribe Content Customer Retention Rate vs. Non-ContentCustomers Revenue per Content Customer vs. Non-ContentCustomers
  60. MARKETING INSIDER GROUP
  61. MARKETING INSIDER GROUP Thank you! Michael Brenner CEO, Marketing Insider Group @BrennerMichael Liz Bedor Brand Strategist, NewsCred @lizbedor
  62. MARKETING INSIDER GROUP APPENDIX Michael Brenner CEO, Marketing Insider Group @BrennerMichael Liz Bedor Brand Strategist, NewsCred @lizbedor
  63. HOW TO CALCULATE THE VALUE OF: UNBRANDED ORGANIC SEARCH TRAFFIC #ThinkContent @lizbedor
  64. To calculate unbranded organic search, we need to exclude your brand or products’ name from the search. To do this, create an “Advanced Filter” that will exclude those branded keywords. In this example, our brand and products contain the word “Raspberry.”
  65. Let’s say the results showed that now with excluding branded keywords, your site’s organic search traffic accounts for 269,694 visits, or about 19% of total organic traffic. We go back to our table to calculate the value of this traffic. 1,078,779 269,692 $100,000 X CROSS MULTIPLY & DIVIDE TO FIND “X” PAID ORGANIC TRAFFIC PERCENTAGE 75% 19% TOTAL TRAFFIC 1,078,779 269,692 COST/VALUE $100,000 $24,100 ORGANIC UNBRANDED SEARCH TRAFFIC IS WORTH $24,100
  66. HOW TO CALCUATE THE VALUE OF: ORGANIC SEARCH SHARE OF VOICE
  67. This essentially measures how much your brand or product is talked about compared to your competitors. COMPETITOR 2 COMPETITOR 3 COMPETITOR 1 YOU
  68. Now record the rankings for each keyword you selected for yourself and your competitors. If you do rank, record in what position. (Note: You can rank more than once) KEYWORD RANKING #1 RANKING #2 RANKING #3 DANCE SHOES 1 2 3 DANCING SHOES 2 3 4 CHEAP DANCE SHOES 2 AFFORDABLE DANCE SHOES 5 BALLET SHOES #ThinkContent @lizbedor
  69. 2014 GOOGLE CLICK THROUGH RATES POSITION CTR 1 31.24 2 14.04 3 9.85 4 6.97 5 5.5 6 3.73 7 0 8 0 9 0 10 0 Source: Moz, Google Organic Click-Through Rates in 2014. Now that you have your rankings, calculate your share of voice for each keyword using the chart to the left. KEYWORD RANKING #1 RANKING #2 RANKING #3 DANCE SHOES 1 2 3 DANCING SHOES 2 3 4 CHEAP DANCE SHOES 2 AFFORDABLE DANCE SHOES 5 BALLET SHOES
  70. 2014 GOOGLE CLICK THROUGH RATES POSITION CTR 1 31.24 2 14.04 3 9.85 4 6.97 5 5.5 6 3.73 7 0 8 0 9 0 10 0 Source: Moz, Google Organic Click-Through Rates in 2014. Now that you have your rankings, calculate your share of voice for each keyword using the chart to the left. KEYWORD RANKING #1 RANKING #2 RANKING #3 DANCE SHOES 31.24 14.04 9.85 DANCING SHOES 14.04 9.85 6.97 CHEAP DANCE SHOES 14.04 AFFORDABLE DANCE SHOES 5.5 BALLET SHOES
  71. If your rank more than once, simply add the click through rates to find that keyword’s total share of voice. KEYWORD RANKING #1 RANKING #2 RANKING #3 SOV DANCE SHOES 31.24 14.04 9.85 55.13% DANCING SHOES 14.04 9.85 6.97 30.86 CHEAP DANCE SHOES 14.04 14.04% AFFORDABLE DANCE SHOES 5.5 5.5% BALLET SHOES 55.13 + 30.86 + 14.04 + 5.5 + 0 / 5 = 26.38 @lizbedor#ThinkContent
  72. To find your overall share of voice, average the share of voice for all your keywords. KEYWORD RANKING #1 RANKING #2 RANKING #3 SOV DANCE SHOES 31.24 14.04 9.85 55.13% DANCING SHOES 14.04 9.85 6.97 30.86 CHEAP DANCE SHOES 14.04 14.04% AFFORDABLE DANCE SHOES 5.5 5.5% BALLET SHOES TOTAL SHARE OF VOICE 26.38% 55.13 + 30.86 + 14.04 + 5.5 + 0 / 5 = 26.38
  73. HOW TO CALCULATE THE VALUE OF: SUBSCRIPTIONS
  74. MARKETING INSIDER GROUP Source: AMEX Open Forum, What’s Your Email List Worth (In Actual Dollars)?, 2013 Your email list is an asset, and should be valued as such.
  75. Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014 FIRST THING’S FIRST:
  76. FIRST THING’S FIRST: You must know your maximum allowable cost threshold for getting a new subscriber, otherwise, you’re spending in the dark. POSITIVE RETURN DIMINISHING POSTIIVE RETURN MAXIMUM ALLOWABLE COST Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014
  77. NEGATIV E RETURNS ! FIRST THING’S FIRST: You must know your maximum allowable cost threshold for getting a new subscriber, otherwise, you’re spending in the dark. or, worse yet, to the point of negative returns. POSITIVE RETURN DIMINISHING POSTIIVE RETURN MAXIMUM ALLOWABLE COST Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014
  78. METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) FACEBOOK AD 200 $2.30 TWITTER 400 $1.00 PAID SEARCH 300 $2.00 WEBINAR 100 $0.10 First, calculate what it actually costs you to get a new subscriber from each list-building method. Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014
  79. Let’s say you’ve tested a few tactics and decided that your maximum allowable CPA for a new email address is $1.50. MAXIMUM ALLOWABLE COST $1.50 METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) FACEBOOK AD 200 $2.30 TWITTER 400 $1.00 PAID SEARCH 300 $2.00 WEBINAR 100 $0.10 Moving forward, you’ll want to continue pursuing all methods costing $1.50 or less.
  80. METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) FACEBOOK AD 200 $2.30 30% $100 TWITTER 400 $1.00 5% $100 PAID SEARCH 300 $2.00 15% $150 WEBINAR 100 $0.10 5% $200 Over time, we need to also measure the quality of the subscribers on your list by monitoring things like average sale value and unsubscribe rate.
  81. METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) FACEBOOK AD 200 $2.30 30% $100 TWITTER 400 $1.00 5% $100 PAID SEARCH 300 $2.00 15% $150 WEBINAR 100 $0.10 5% $200 To calculate the value per subscriber, we need find the difference between the sale value and cost per acquisition for the subscribers. To do this, we use the formula below: VALUE PER SUBSCRIBER = ( QOS * ASV * ( 1 – UR ) – QOS * CPA ) / QOS
  82. METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) TOTAL VALUE (TV) VALUE PER SUBSCRIBER (VPS) FACEBOOK AD 200 $2.30 30% $100 $13,540 $67.70 TWITTER 400 $1.00 5% $100 $37,600 $94 PAID SEARCH 300 $2.00 15% $150 $37,650 $125.50 WEBINAR 100 $0.10 5% $200 $18,990 $189.90 We’ll use Facebook Ads as an example: VALUE PER SUBSCRIBER = ( QOS * ASV * ( 1 – UR ) – QOS * CPA ) / QOS VALUE PER SUBSCRIBER = ( 200 * 100 * ( 1 – 0.30 ) – 200 * 2.30 ) / 200 Therefore, the value of each Facebook subscription is $67.70
  83. METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) TOTAL VALUE (TV) VALUE PER SUBSCRIBER (VPS) FACEBOOK AD 200 $2.30 30% $100 $13,540 $67.70 TWITTER 400 $1.00 5% $100 $37,600 $94 PAID SEARCH 300 $2.00 15% $150 $37,650 $125.50 WEBINAR 100 $0.10 5% $200 $18,990 $189.90 Based on these calculations, we can see that paid search and webinar methods return the most value per subscriber.
  84. METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) TOTAL VALUE (TV) VALUE PER SUBSCRIBER (VPS) FACEBOOK AD 200 $2.30 30% $100 $13,540 $67.70 TWITTER 400 $1.00 5% $100 $37,600 $94 PAID SEARCH 300 $2.00 15% $150 $37,650 $125.50 WEBINAR 100 $0.10 5% $200 $18,990 $189.90 Based on these calculations, we can see that paid search and webinar methods return the most value per subscriber. However, since paid search’s CPA is more expensive than our maximum allowance of $1.50, we should defer to webinar and Twitter tactics.
  85. HOW TO CALCUATE THE VALUE OF: SOCIAL SHARES + FOLLOWERS
  86. While social shares can be seen as an engagement metric, but should be quantified as a free source of distribution and reach.
  87. Let’s say you spend $1,000 on paid social distribution and reached 5,000 viewers. For this campaign, each view was worth $0.20 ($1,000/5000). Now let’s say a social post was shared organically by your followers and reached 500 viewers. Based on the value of each view from our paid distribution, we can also value our 500 organic views at $0.20 each, or $100 total.
  88. HOW TO CALCUATE THE VALUE OF: SHARE OF VOICE/OFFSITE SEO
  89. How can you measure your off-site SEO? • Measure your inbound links and their value with Open Site Explorer. (https://moz.com/researchtools/ose/) • Do the same with your competitors’ sites and compare Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,
  90. What to do with this data? • Scan your highest-authority inbound links for opportunity to get other similar links. • Scan your competitors’ highest-authority inbound links. Can you get those links too, or do they provide ideas for getting similar links? • Inbound links from non-profit (.org) and education (.edu) sites are especially powerful. • Build your inbound links gradually. Google algorithms will notice, and may penalize a quick accumulation of links. Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,
  91. HOW TO CALCUATE THE VALUE OF: PERCENTAGE OF LEADS FROM CONTENT MARKETING
  92. Looking at this gathered data, we see that content marketing accounts for 205 of the total 710 marketing qualified leads. PROGRAM MQLs Content 205 Events 300 Advertising 30 Email 100 Public Relations 75 Total 710
  93. Looking at this gathered data, we see that content marketing accounts for 205 of the total 710 marketing qualified leads. To find the percentage, we take 205/710 to find that content marketing accounts for 28.9% of total qualified leads. PROGRAM MQLs PERCENTAGE Content 205 28.9% Events 300 42.2% Advertising 30 4.2% Email 100 14.2% Public Relations 75 10.5% Total 710 100% EVENTS ADVERTISING CONTENT EMAIL PUBLIC RELATIONS
  94. HOW TO CALCULATE THE VALUE OF: CONVERSIONS
  95. PROGRAM MQLs CONVERSION RATE AVERAGE SALES VALUE Content 205 50% $500 For this example, let’s say our content marketing has a conversion rate of 50% and the average sale is worth $500.
  96. PROGRAM MQLs CONVERSION RATE AVERAGE SALES VALUE Content 205 50% $500 • To find our total conversions, we need to multiply our total qualified leads by 50%. For this example, let’s say our content marketing has a conversion rate of 50% and the average sale is worth $500.
  97. PROGRAM MQLs CONVERSION RATE AVERAGE SALES VALUE CONVERSIONS Content 205 50% $500 102.5 For this example, let’s say our content marketing has a conversion rate of 50% and the average sale is worth $500. • To find our total conversions, we need to multiply our total qualified leads by 50%. • 205 * 50% = 102.5 conversions
  98. PROGRAM MQLs CONVERSION RATE AVERAGE SALES VALUE CONVERSIONS Content 205 50% $500 102.5 For this example, let’s say our content marketing has a conversion rate of 50% and the average sale is worth $500. • To find our total conversions, we need to multiply our total qualified leads by 50%. • 205 * 50% = 102.5 conversions • Based on that finding we assume these sales will average $500, so to find the total value we multiply 102.5 * $500 = $51,000
  99. PROGRAM MQLs CONVERSION RATE AVERAGE SALES VALUE CONVERSIONS TOTAL CONVERSION VALUE Content 205 50% $500 102.5 $51,000 For this example, let’s say our content marketing has a conversion rate of 50% and the average sale is worth $500. • To find our total conversions, we need to multiply our total qualified leads by 50%. • 205 * 50% = 102.5 conversions • Based on that finding we assume these sales will average $500, so to find the total value we • multiply 102.5 * $500 = $51,000 • Therefore, our total content marketing conversions are worth $51,000
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Calculate the ROI of content marketing and never waste money again. In this webinar, Liz Bedor and explain the core foundations from our book "The Content Formula" We go over Building a solid Business Case, getting the Budget, and Proving the ROI of content marketing

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