Evaluating Content Marketing ROI Techniques, tools and the VQVC KPIs to help you prove Content Marketing Effectiveness Dr Dave Chaffey SmartInsights.com Digital marketing strategy advice Presented at Technology for Marketing & Advertising, London. Download: http://bit.ly/smartdigital2015
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Evaluating Content Marketing ROI Techniques, tools and the VQVC KPIs to help you prove Content Marketing Effectiveness Dr Dave Chaffey SmartInsights.com Digital marketing strategy advice
Presented at Technology for Marketing & Advertising, London. Download: http://bit.ly/smartdigital2015
o CEO and Editor of SmartInsights.com - a marketing advice site with Expert (Pro) members in over 50 countries using our templates, planning guides and online courses to improve results.
7 Essential techniques for PROVING the value of content
Need to review value of blog and social media across the customer lifecycle, i.e. Smart Insights RACE inbound funnel: 1. Dashboards to prove value to colleagues 2. Volume - Set up Analytics Segments by channel 3. Page Value e.g. for blog posts. SET UP GOALS in GA? 4. Revenue per visit e.g. SEO, AdWords, Social 5. Attribution e.g. Google Analytics, Kissmetrics 6. ROI calculations – top level and individual content
initiatives 7. Tools for showing social media amplification
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SME Example – defining goals
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Taster Content asset
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Create a top-level Dashboard (by media channel / referrer?)