How engaging content can drive revenue

How engaging content can drive revenue

A Stickyeyes and

Zazzle Media presentation

Danny Blackburn, Content Director

@Stickyeyes

Simon Penson, Founder and MD

@ZazzleMedia

#contentROI

“There’s an ongoing debate around content

marketing and return-on-investment.”

- Every content marketing blog you’ve ever read

The ROI debate.

The killer question.

What actually

drives revenue for

my business?

SEO,Content,

& revenue.

Performance modelling.

4,288

8,386

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12

Incremental Clicks (Visibility)

Total

Performance modelling.

£59,700

£266,400

0

50,000

100,000

150,000

200,000

250,000

300,000

M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12

Incremental Return

Cumulative Incremental Revenue

How content influences search.

Modern search algorithms are complex – to really nail it you need to be on your A-game on

all these factors.

On-Site Technicals

Functional Content

Engaging Content

AuthorityLink Profile

Quality

User Engagement

Mobile Capability

Other

Content is the key to unlocking search algorithms.

How content influences search.

Modern search algorithms are complex – to really nail it you need to be on your A-game on

all these factors.

On-Site Technicals

Functional Content

Engaging Content

AuthorityLink Profile

Quality

User Engagement

Mobile Capability

Other

Content is the key to unlocking search algorithms.

Understanding the algorithm.

Our Roadmap tool allows us to track how much all these factors correlate with search

performance – UX, engagement, content and relevancy are becoming more important.

40%

50%

60%

70%

80%

90%

100%

Ave

rage

Co

rre

lation

Sco

re

Changing Algorithmic Patterns

Content & Relevancy Experience & Engagement Links & Authority Site Performance Social

So how do you make

it work for you?

Start by not using crap stock pics…

Great content is:Credible / Sharable / Useful / Interesting

Simple / Achievable / Different

On brand.

Great content drives sales.

Great

Content

Keyword coverage

Site optimisation

Site depth

Site relevancy

On-site engagement

Advocacy

Brand mentions

Brand coverage

Social sharing

Off-site engagement

Rankings

Brand

Awareness /

Engagement

/ Positive

Sentiment

Traffic Sales

So to drive rankings (and therefore traffic and revenue) you need great content. And

helpfully, great content drives revenue beyond search too.

Example: Hertz.

Results (end of Year 1)

SEO.Beyond

Measuring ROI

Content

Social

monitoring

Google

analytics

Value

methodologyPaid

Earned

OwnedDirect

revenue

£Tagged

Tracked

Simple tests.

Don’t forget about word of mouth.

People are social creatures.

Don’t focus on content that tells people how

awesome you are.

Focus on content that encourages people to

tell their friends how awesome you are.

The Aldi effect.

Levels of influence.

Friends

Peers

Random people

Brands

Engaging

Content

Interest Targeting

Site Remarketing

eCRM Targeting

Lookalike Targeting

Video

Viewer

Content

Engager

Content

Sharer

Site

Viewer

Initial targeting for content amplification Audience segmentation based on engagement level

Segment & engagement dictates creative

Messaging ToneSof

t

Sell

Har

d

Sell

Lo

w

Hig

h

Content as a hook.

Useful Resources

Download your whitepaper at

stickyeyes.com/insights/

Download your toolkit at

stickyeyes.com/contenttoolkit/

Questions?

www.stickyeyes.com

@danny_blackburn

@Stickyeyes

#contentROI

How engaging content can drive revenue

A Stickyeyes and

Zazzle Media presentation

Simon Penson, Founder and MD

@ZazzleMedia

#contentROI

How to makecontent todrive revenue.

PROCESS, MEET CREATIVITY

OUR CONTENT MARKETING PROCESSWE TAKE A DATA-LED VIEW ON AUDIENCE TO INFORM OUR STRATEGY

ALL GOOD MARKETING STARTS AND ENDS WITH PEOPLE…

AUDIENCE INSIGHTAND DATA ANALYSIS

SOCIAL AUDIENCE INSIGHT

We have used RIGHTMOVE as a ‘looky-likey’ audience as yours is not yet big enough to fully

analyse without full access. This example data is here just to help you understand the process

and we would redo it should we work with you ‘for real’. Here we can see the audience is very

female dominated.

GENDER SPLITS

SOCIAL AUDIENCE INSIGHT

Interesting to see that ‘most of the audience is in the 25-34 bracket.

AGE BREAKDOWN

SOCIAL AUDIENCE INSIGHT

When looking at relationships we see that most are married. This is likely due to the age breakdown and propensity to need

property.

RELATIONSHIP STATUS

SOCIAL AUDIENCE INSIGHT

This segment looks at where the audience works and we can see a steer towards healthcare and admin.

EMPLOYMENT SECTORS

SOCIAL AUDIENCE INSIGHT

This segment looks at what else the audience is into. We can see how where they over-index with a number of areas of massive

interest to them including news, travel and tech.

OTHER INTERESTS

YOUGOV PERSONA DATA

This segment looks at what else the audience is into. We can see how where they over-index with a number of areas of massive

interest to them..

SURVEY DATA CAN HELP SHAPE AUDIENCE UNDERSTANDING ALSO

WHAT DOES YOUR AUDIENCE LIKE?GLOBAL WEB INDEX DATA SETS GIVES US A CLEAR VIEW

PERSONA CREATION

EXAMPLE PERSONASBUYER BEHAVIOURS AND CONTENT TARGETING

Hettie

27 YEAR OLD

LIVING WITH FRIENDS

SINGLE

MARKETING ASSISTANT

SPENDS TIME ON LATEST FASHION

BUYS WEEKLY FROM MULTIPLE BRANDS

Emma

36 YEAR OLD

TEACHER

MARRIED

LIKES NIGHTS OUT WITH COLLEAGUES

2 CHILDREN

BUYS ‘SAFE’ FASHION + STAPLES

Adam

25 YEAR OLD

DESK JOB

LIVES WITH GIRLFRIEND

LOOKS FOR UNIQUE FASHION

WANTS TO STAND OUT

NIGHTS OUT FOR DRINKS WITH FRIENDS + CINEMA

RESEARCH

EVALUATE

PURCHASE

ATTRACT

INTERACT

PURCHASE

IDEAS“IDEAS ARE THE LIFEBLOOD OF GOOD CONTENT STRATEGY”

“AIM TO BECOME THE MARKET LEADING

‘MAGAZINE’ IN YOUR SPACE”

OUR IDEATION PROCESSTHE RESULT OF 15 YEARS OF CONTENT BRAINSTORMING

CONTENT TYPE FRAMEWORKSTAGE ONE OF THE PROCESS

{INSERT IDEAS}STAGE TWO OF THE PROCESS

“BIG CONTENT IS IMPORTANT BUT…”

“THESE ARE PLACED INTO EDITORIAL PLANS BASED

ON CONTENT FLOW”

EXAMPLE SCHEMATIC CALENDARBASED ON PERSONAS & OUR IDEATION AND ‘FLOW’ PROCESSES

HIGHLIGHT THE BIG IDEAS

BIG BANG CONTENT DETAIL

MASSIVE EBOOK SEE CAMPAIGN PLAN

INTERACTIVE MASTERPIECE SEE CAMPAIGN PLAN

HUGE SURVEY SEE CAMPAIGN PLAN

EXCLUSIVE INTERVIEW SEE CAMPAIGN PLAN

CAMPAIGN PLANNING

START BY ASKING QUESTIONS

WHO WOULD BE INTERESTED IN THIS?

DISTRIBUTION PERSONAS

STAT MAN

Over 35

Confident Male

Likes to be right

FOOTBALL FANATIC

Around 29

Season Ticket Holder

Ardent club fan

SOCIAL JOE

Around 21

Lightweight Consumer

Likes to be first

WHERE DO THEY HANG OUT?

HIGHLIGHT NICHES

WHAT’S THE SELL?

CONTENT EXCLUSIVES

EXCLUSIVE ANGLES EXCLUSIVE CONTENT

MVP INFOGRAPHICS

CLUB PAGES EMBED WITH INFOGRAPHIC

SALARY CALCULATOR CLUB DESIGNED IFRAMED PAGE

GOAL V DEBT PERFORMANCE ARTICLE WITH INTERACTIVE CHARTS

THE DISTRIBUTIONPLAN

“70% OF THE TOTAL BUDGET SHOULD GO ON

DISTRIBUTION – THROUGH RESOURCE AND SPEND.”

WE COVER EVERY ANGLE

OWNED

PROPERTIESPAID

MEDIA

SOCIAL

PLATFORMS

EARNED

MEDIA

HOW DO WE FIND THE RIGHT SITES?

WE BUILT A TOOL

WE ALSO USE…

CREATE A PROSPECT LIST…

HIT THEM WITH THE EXCLUSIVE ANGLE ‘SELL’

AGREE ON PUBLICATION DATE AND PLAN

WIDENING THE NET

FINDING MORE EYEBALLS

PAID SOCIAL

NATIVE ADVERTISING

PPC, REMARKETING & DISPLAY

EMAIL MARKETING

SIGN UP VIA

THE FORM IN

THE FOOTER

OF OUR SITE!

PULLING IT TOGETHER INTO A PLAN

EXAMPLE DISTRIBUTION PLAN

Behind this sits the detail of targeting, daily budget by

channel, who owns it, prospecting list and so on.

Questions?

@simonpenson

@ZazzleMedia

#contentROI