15: Getting a ROI on your Content

15: Getting a ROI on your Content
So they tell you that you need to be producing content and lots of it. Today we talk about how to make sure you are getting a return on your content investments.
 

Darryl: Welcome to My Bloody Website, the show where we talk all things online for small and medium business owners or executives who still refer to "their bloody websites." You can find all our previous episodes, show notes, and links to all the resources we’ll mention on BloodyWebsite.com; I’m one of your co-hosts Darryl King.

Edmund: And I’m the other co-hosts Edmund Pelgen

Darryl: Good

Edmund: Go ahead Darryl

Darryl: Back to you Edmund; Mate I really had a great episode last week, some good feedback

Edmund: I loved that one.
Darryl: Go on
Edmund: Good results, what are we talking about this week mate

Darryl: Okay; so leading on; Two weeks ago we talk about content overall an over arching umbrella what is content how does it relate with business
Edmund: yep

Darryl: Last week we got into who’s your Jenny who’s your customer, what are they want, understand them more and we gave everyone some homework to go out and say write down all of the places in your business where you’ve got content where content exist because in a few weeks’ time we’re gonna start talking about how to improve that kind of content) and the type of content changes your gonna make

Edmund: Yeah

Darryl: but importantly before we do that and leading into this week's topic, what is content ROI; ROI standing for return on investment what is a content ROI what type of return on investment should you get for content that's where we're gonna talk about today because before we start rethinking the content we want people to understand the goals they have for it and how to measure it because otherwise we're just you know slinging mud against the wall hoping some of it sticks then that's the problem we see with most content we see it doesn't attract anyone you just flinging it out everywhere without any focus or idea it's not human centric it's not customer audience centric it's me too content, that’s a term you used last week, it’s me too kind of content)

Edmund: Correct

Darryl: it’s just; it's all over the place so it's not getting results or if it does get a result it was totally float totally at home and you can't replicate it next week nothing
Edmund: That’s Right

Darryl: you know you need crickets tototot yet nothing going on right so

Edmund: I think

Darryl: (2:01?)

Edmund: that what's really important though just you know people think that all its content it's online it's digital as some spooky voodoo way of calculating ROI it's the same as your normal marketing spend at the end of the day if we think about it right why don't we spend ma!!! Why why do we spend money on marketing well to sell things at the end of the day

Darryl: AHummm

Edmund: how do you calculate the return on that investment fundamentally it's the same right

Darryl: (2:27 Absolutely………..

Edmund: people have complicated)

Darryl: yeah and and so so the first thing is we spend money on marketing and when we get sales and so that that's like methods its broadest you know like if you want a simple thing like you know like you; everything else we spend 100 grand we've got a million dollars in sales okay so
Edmund: Yeah

Darryl: we had to do the ratio that's fine of course (2:48 with in dig deeper) right so then we start looking and we segment things down and create funds so we say okay which piece of marketing generated the right result well it depends on what the result it was so some results might get people to walk into your shop or showroom some results might get the (3:04 phone during) some results might be sending something in the mail some might be going to the store where your products distributed By me you might be a wholesaler but of all of these people produce content with that end result. Makes us right and whatever it might be or attract the donation it’s still a sale right at the end of the day and in the in the in the the loosest although the broadest sense that it's still that thing but there are other types suddenly (3:29……… if we segmented) if we look down
Edmund: yeah

Darryl: other things that we can look for as a return on investment for before you answer a couple of weeks ago you talked about that uhmm it's its Uhmm what was the wording that you used you know like we’re we're not looking for sale it's like we we; they're playing a long game
Edmund: (3:53 oh yeah you know not you know

Darryl: That’s why)

Edmund: we’ll be like???

Darryl: You know when you produce a good bit of content you just learn a meaning to get a sale you're building trust and and you're doing all these things that lead to the sale

Edmund: yeah

Darryl: so in that sequence in that end and there's many different sequence/segment? is cuz I talked about it's a 3d thing and the Jenny’s are all over the place

Edmund yeah

Darryl: but we need those sorts of sequences you can have different types of you know results for content what sorts of results

Edmund: yeah are you talking about trackable results here? So I mean well I'm gonna

Both talking: (4:21………………………………………………………………)

Edmund: I'm gonna I’m gonna step back and the one the one thing that's changed that's really different from the online space I guess compared to traditional you know top of line advertising marketing is that the online stuff content marketing blogging all that sort of stuff is very trackable there are mechanisms in place that allow you to track and measure the metrics and KPIs around all of this activity right which you can tie to a goal ie you know whether that's to sell something or whether it's someone who signs up and to a list what about you can tie it back to an outcome which will then allow you to better understand which types of online marketing after you which types of content are actually generating those those things those KPIs that are gonna result in more sales or growing business etc

Darryl: Ahaa

Edmund: and that's the beauty of it so those other things those many of those things that you can measure at a very basic level is you know how many visitors came to the site in response to read a piece of content uhmm how many people signed up two newsletters right how many people downloaded uhmm free resources that you made available how many people signed up to webinar all of these things if they're part of your broader funnel all marketing activity are measurable and trackable especially around content if you think strategically about what you're producing and how it fits into the process of turning someone into an advocate and then ultimately a customer you can measure them
Darryl: Hmm

Edmund: yeah and the yeah

Darryl: (6:00 Its not quite like me and ) it it might seem common sense to some people about your tracker and but the reason why we're bringing out the sunset is a golfer is and no one use Facebook as an example

Edmund: yeah
Darryl: so people go well if I get more likes that will result in more business they're not necessarily a connection between those two things right a post getting in the like on Facebook on my pay is to getting a lot of like on facebook (6:28 doesn't……corelate………to……………. necessarily if you connect the dots)

Edmund: hey Darryl can we just stop right there and just do that bit again that little snippet there of the connection just drop

Darryl: ???

Edmund: that really badly and I can just I can just snip it out let me just check make sure if it's anything on my end I don't know what it was but it just

Darryl: there’s no one on the Internet yeah …………it could be the weather………..?

Edmund there’s no one your side yeah

Darryl: there's no one home on the internet

Edmund: and there's no one on mine too I don't know what it was

Darryl: it could just be the weather on the internet so where do you want me to start again
About

Edmund: Uhmm

Edmund: uhmmm aaaaa I've said I just finished my piece and then you were talking about Uhmm God what was it just

Darryl: (7:20 yeah that alright will gonna see our reference?????)

Edmund: yeah and yeah
Darryl: Right one two three yeah so Uhmm what we're looking at here is that you know we've got one of his Facebook as an example okay so Facebook you can say I want to get my goal isn't want more likes okay so more likes on a page more likes on a post so I can say that and that's fine that's a goal and I could achieve it but it's but importantly yeah she has to be part of a slightly bigger picture because there's not necessary of correlation between me getting likes to oppose and converting that to inquiries or sales so we have to have that bigger perspective where we've got to connect the dots of (8:05 what we’re doing of

Edmund: correct)

Darryl: that content so this would cut under to a content strategy for content marketing strategy can we say well this is the end result to the bigger goal and these are the types of places we want to play em and so then this is the type of content we're gonna produce when you get down to that the reason that you do the Facebook post and you're seeking lights is X now I'm not gonna answer what that might be but that that has to be part of it because otherwise it serves no purpose so you invest a lot of energy and you might even create awesome posts they'll get great likes from the wrong people when we talked about this last time

Edmund: Ahumm

Darryl: And don't convert there's no return on investment there that's what the ROI return on investment so the return on investment is not we're really popular on Instagram unless by being really popular on Instagram I can monetize it into buying my fitness clothing or

Edmund: Hmm

Darryl: buying my fishing lures or whatever it is that works now when you do your (9:09 content share….) when you post on Facebook and you put all that energy into it because you go of that's where my audience is if they're not translating into bookings in your restaurant if they're not translating it to buying your books online whatever either the contents wrong your audience is wrong your timing is wrong whatever that one one of those things is wrong and you're not getting the return you should get so you need to know what the return is; that's the first return might be we want to get good engagement with our post so engagements different likes engagement and comments and things and then from there we wanna then use that engagement with people to we know that they'll see more of our posts we then wanna drive them to our website to a landing page just sign up to a newsletter because then they're no longer anonymous to us and we can then put them into this area they've but when they did that that was because they said that they really love yoga pants
Edmund: hmm

Darryl: because that was the post that would be getting them engaged on now they're over here where we talked about and and whatever happens but the (10:17 Colton) didn't just get three pairs of people don’t like it for no reason
Edmund: Correct

Darryl: cuz that's a waste of your time

Edmund: correct and I think I think it's really important for people to understand right given their industry and their customers they need to understand that the journey that a cut that a prospective customer will go through before they buy from them and this is very aaa… this is very relevant for things like the business-to-business space where I'm selling complex software or systems like that you know that that Jenny that that that target customer has a certain process that they would typically go through and and I’m and I'm simplifying it I understand that people go all
Darryl: Laughing

Edmund: over the place nowadays but at a very simple way you know someone is going to ohh discover you then they're going to interact with your site or your content answer some questions that need to happen and go through and it's the same in the in the B2B space in the business to consumer space as well so if I have a good understanding of who the customer is and and the journey they go through then I can create content right that fits in the process and knowing ahh the contribution that each piece of content is gonna make to the completion of that process will allow me to then to say okay I need to put some trackable metrics around these so that I can on and ongoing basis either improve the performance of that content at those levels and that they will feed into a monetary outcome at the end of the day and that's that's really not sure

Darryl: and yeah and look; you would get this I'm sure often in content marketing approaches and and and in content in general we talk a lot about giving away content for free, giving away knowledge for free because it builds trust and it does all these things

Edmund: yeah

Darryl: and and people struggle a lot with that particularly all the generations
have been brought up on we sell everything we own and we lock it down you know and the that successful people do it and there's reasoning’s behind it they don't just randomly give away that guide to whatever for no reason they do it because if it resonates with you and (12:19 joining) you know this it helps build the trust that helps you connect with the next piece of content the next piece of content now in a simple model of understanding there you; everyone's been through this online where you you get some posts or things that get your engagement you follow it through to a bigger post either in the social media outlet you're on or on a website or it might be a special landing page we know them all as squeeze pages and all these things and then there's an invitation to get something and then the next step from that you might get into them email sequences and all the rest well those leadpages they've totally trackable one where did they come from so typically they might run from a single campaign so there might be lots of different lead pages this one was from Facebook

Edmund: ahmmm

Darryl: this was one from a Google ad this you know whatever but all there's just campaign codes paths so we know the source of the person's coming we know how they engage with the content because they even they need to converted heat yeah or they went and read more or they did; whatever those steps were we know how all of that interacted with them and then typically you also have other metrics about how they use the page;

Edmund: ahmmm

Derryl: (13:25) time on page all those things but those are really common examples of how people use content and track it and understand the return and then it's a numbers thing right and people got that's crazy (13:39 ……… you know one in 20 converts but use a Westfield Shopping Center or any large sort of center) that has multiple stores this gives ……? hundredths of people have everyday walking past they don't all come into your store and then sometimes they poke their nose in sometime they look in the window

Edmund: no!

Darryl: you don’t buy you know it's the same thing so we're trying to build those connections trying to track what works and what doesn't work so that we know did that heading work did that call to action work there's the basic comtent no one

Edmund: (14:12 yeah…..I mean)

Darryl: I mean I don't think you've written a good piece of content no one does anything with it
Edmund: yeah

Darryl: so just; it just doesn't work

Edmund: I think yeah absolutely absolutely and I'm one one thing that we're we're different from the ROI oh sorry the Westfield Shopping Center model is that we we have the tools that will allow us to track all this and I think it's really important for people to remember

Darryl: Ahmmm

Edmund: while we're talking about this content ROI you need to have some things in place to allow you to do this to to allow you to measure

Darryl: (14:36 which is which is ……… so we've talked about one before)

Edmund: Yeah we’ve talked about it so at at at a very basic level you need to have some sort of analytics tracking software on your website and all that is is a little bit of code on your website that tracks how many people visited your website where they

Darryl: Ahmm

Edmund: came from and what they did

Darryl: and they can re they can refer back (14:27 couple of letter said that) we did the whole analytics basics and your free course are still available people listen

Edmund: Absolutely

Darryl: to Podcast get in there understand and your gonna love it

Edmund: yeah

Darryl: Forget and look everyone's gotta have algorithms/analytics you just have it on your website

Edmund: Yeah

Darryl: your (15:10

Edmund: So we’re having this conversation about

Darryl: What else wait what are what are the tools that are you you like like lets run through some …..That we know alright?)

Edmund: So So on the website you need to have Google Analytics uhmm at a very basic level most people are going to have some sort of email newsletter software that allows them to capture subscribers or for people to download stuff so something might be like MailChimp you know drip any of those programs then they'll all have their own little uhmm dashboards in there that will tell you ahhh got this many subscribers this week from which which page if that makes sense what did they download what do they sign up for where do they sign up for so that that's that's a those tools can give you

Darryl: (react)

Edmund: an insight until now you track that

Darryl: and and also when you send a campaign out I'll tell you open rates and bounce rate unsubscribe rates that's all part of your content metrics right?

Edmund: yeah absolutely and there might be other things too so some bigger business I might I might have a CRM system a customer relationship management system where if someone signs up for a bit of information they'll get added to uhh CRM which might process them through you know there a prospect an hourly so that there's another tool that allows you to track and measure

Darryl: Right

Edmund: how you'll

Darryl: And similar to that yeah common thing with a lot of web-based apps and now is you'll have a knowledge base that will have like a support but a good system behind it so the successive measurement of that is how many tickets did we get versus how many people read the articles and they will resolve their problem first today's engineer I read the articles first then come to us because there's a cost in running it so that content the ROI on the content solving the problem versus you filling in

Edmund: Absolutely; that’s a great one

Darryl: (16:42) someone's got to anwer the ticket and then we have measurement inside the ticketing system a completion rate turnaround rate happiness factors you know

Edmund: yeah

Darryl: yeah

Edmund: so all of these are mechanisms for for you know tracking how the contents performing and and then I can measured the ROI other thing too is all all of your social media activity right you've got

Darryl: Ehmm

Edmund: not only you've got the key metrics like number of followers and likes and all those sorts of things but some of those tools that you might use to share information on on uhmm the different social channels will probably track things like clicks on your content and shares and things like that so that's another way that you can start to see what what types of content are actually popular and right and they're getting that engagement if engagement is part of your sales process right if you find you know people who engage with your stuff are more likely to buy then that's the thing that you wanna track

Darryl: well and and this is really important too for those people that are the marketing managers or the people that are involved they're not the owner because you know if you're helping ahh you know meaning in business owner understand why they should invest maybe a couple thousand bucks a month on producing content and marketing content that you know it being able to explain to them that you know if we have 30% less phone calls for support because we're able we'll get people to self-fulfill that frees up technicians to do X or frees up this will save us money or whatever so you know you actually have data that you can report on on a monthly quarterly basis to say we're having an impact and that simple impact

Edmund: Right

Darryl: comes from better quality frequently asked questions and downloadable checklists and stuff that most businesses someone in their company could (18:23 split the suffer and 30 minutes to an hour when they wait

Edmund: And

Darryl: and even when they; produce it) and you could save yourself ten thousand dollars a year in support costs

Edmund: yeah

Darryl: or you could generate 10 more leads a week or month or whatever you need just from producing quality constant

Edmund: yeah and even at a very basic level one of the one of the best (18:44 banks from Barkley) I suppose is in this area of email automation and we talked about this a lot right

Darryl: ahmm

Edmund: it's a challenge we all know it ahhh sometimes we forget to do it but the reality is uhmm if you've got an expensive salesperson that that you rely on to ring people and follow them up uhmm well a better ROI can be had by using automated email sequences which send out helpful informative pieces of content on a regular basis you know you might have a sequence of seven emails over a week or a month or whatever it is and then at the end of it you might say hey would you like to chat to someone about how this can be used in your business or how we can help you right so all of those emails happen automatically it's a low cost way of keeping in touch with a customer keep in front of mine sharing valuable content building trust and yet
Darryl: Yeah but measuring it you've got a look at it and go you know everyone an subscribes to or doesn't follow through or doesn't do this stuff right

Edmund: Yeah

Darryl: and so its understanding them you know and I guess the point is you're right yeah those are really cool tools the point of this episode today I guess is to say you can produce content but content in and of itself is not the end game here

Edmund: Correct

Darry: content that works content that generates a return before the investments so if that email sequence is not working if that is not getting the result you want you have to change it up

Edmund: Tahts right

Darryl: (need to do that with ROI you going to track it)

Edmund: That’s it

Darryl: so that's really that key point of today isn't it

Edmund: ehmm

Darryl: is that don’t; it's not just about producer colleague we've said that already it's not just about posting blogs it's not just about having a great Instagram channel whoopty woo of 5,000 people follow me on Instagram and I put stuff up twice a day and then you you actually contacted everyone and not one person's ever bought one your coffee machines well;

Edmund: That’s right

Darryl: what a waste of time you got a great coffee channel but you're not monetizing it and it's not performing for you but it might be great ego that (20:41)

Edmund: ehmm
Darryl: more than your personal life right you know its validation for your ego I've got a great social (20:45 media campaign) but if you can't but it doesn't support your business goals

Edmund: yeah

Darryl: then the content is worthless

Edmund: Right;

Darryl: so what content do you produce and what result do you get no different or printed brochure you produce it you think it's a good result you give it to people in your sales tank the brochures might have something to do with it it may be

Edmund: Ehmm

Darryl: that the salesman now doesn't answer all the questions because he thinks the brochure doesn't maybe the brochures design quality maybe this title is it maybe it's the wrong story who knows but that content isn't working for you it's not doing you should have had a goal that that leave behind increases the number of sales we get because they don't forget us after we leave

Edmund: ehmm

Darryl: you know like it's it’s no different to that; is it

Edmund: yeah so in my mind the the key inside here is ahhh just because your SEO agency tells you you've got to be creating content doesn't mean you should ahhh you need to think about all these activities as to say well how what's the goal at the end of the day how they can help me sell more stuff right

Darryl: Yeah how’s it’s gonna work

Edmund: uhmm
Darryl: well I think I thnk common I think it a good thing we we had a couple of long episodes recently this one guys is just make sure as we go forward you are gonna need to understand what do I wanted to this one like why do I want out of it and then that will help you shape what your content strategy might be and and how the fashion great blog posts or how to create great art work or info graphics how to make videos don't want podcasts you may wanna produce (all of stuff/also) the wording on your hand post that's great good

Edmund: excellent man I think that's ahh that it for the day it's good (sit sink) uhmm; you know

Darryl: Excellent that's always a good thing

Edmund: excellent and so that's it for today thank you again for listening we really appreciate you having ahh spent some time with Darryl and I having these chats if you wanna get the show notes get access to the resources we talked about all over this week Darryl I don't know that there's a huge number of resources because the podcast

Darryl: (22:38 yeah yeah I’ll tell anyway) even if you wanna find your previous one like your analytics thing from

Edmund: oh yeah

Darryl: four five weeks ago I got the downloads if you didn't do your homework last week you know you can get it yeah

Edmund: absolutely so if you also if you want to get notified about new episodes just visit bloodywebsite.com or subscribe to the podcast at iTunes if you enjoyed the podcast once again please leave a review we love reviews it helps people find the podcast and we hope to see you next week where we'll continue this chat about my bloody website it's goodbye from me

Darryl: it's goodbye from him