Evaluating Content Effectiveness and Optimizing for Engagement

"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

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