Making the Most of Your Content Marketing Spend

From 2009 to 2017, social media spending increased 235%. Yet, only 20% of marketers say they are able to prove the impact of social media quantitatively. Furthermore, only 34% of organizations feel their social strategy is connected to business outcomes. (Sources: CMO Survey, Altimeter)

With this in mind, Craig Pladson, Marketing Director at Ovative/group, spoke at the Digital Summit content: everything event on how marketers can make the most of their content marketing spend. If you're interested in learning more, reach out to us at info@ovative.com.

Transcript

1. Making the Most of Your Content Marketing Spend
2. @CraigPladson
3. IYHO, What’s the following experience worth? @craigpladson / #evmpls
16. Mahalo, Josh @craigpladson / #evmpls
17. IYHO, What’s this experience worth? @craigpladson / #evmpls
18. @craigpladson / #evmpls Pro Forma Room $3,000 Food and Drink $1,000 Massage $250 Golf $250 Goodwill $7,500 $12,000
19. Mahalo, Josh @craigpladson / #evmpls Made the most of Grand Hyatt’s content marketing spend.
20. @craigpladson / #evmpls How are marketers thinking about making the most of their content marketing spend?
21. Social media spending increased 235% from 2009 to 2017. Source: 2017 CMO Survey @craigpladson / #evmpls
22. Only 20% of marketers say they are able to prove the impact of content creation quantitatively. Source: 2017 CMO Survey @craigpladson / #evmpls
23. Source: Altimeter @craigpladson / #evmpls Only 34% of organizations feel their social strategy is connected to business outcomes.
24. To do: Social ROI Incrementality Content team Mindset @craigpladson / #evmpls
25. Before we get started … @craigpladson / #evmpls
26. Brand purpose. Content calendar. Marketing plan. Business objectives. Check. Check. Check. Check. @craigpladson / #evmpls
27. @craigpladson / #evmpls Social ROI
28. @craigpladson / #evmpls Revenue from ad source Cost of ad source Return On Ad Spend
29. @craigpladson / #evmpls $100,000 $50,000
30. @craigpladson / #evmpls $100,000 $50,000 200% or 2:1
31. @craigpladson / #evmpls ROAS calculations can be misleading.
32. @craigpladson / #evmpls Social ROI The sum of all social media actions that create value. After all the time, money and resources invested, what’s the return? Source: Hootsuite
33. @craigpladson / #evmpls $100,000 revenue $50,000 Media placement $4,000 Media management $6,000 Writing and design $2,000 Account / PM $20,000 SG&A $2,000 Tools and technology $16,000 profit Social ROI
34. @craigpladson / #evmpls $100,000 revenue $50,000 Media placement $4,000 Media management $6,000 Writing and design $2,000 Account / PM $20,000 SG&A $2,000 Tools and technology $16,000 profit $34,000 in costs that weren’t accounted for in the previously calculated 200% ROAS
35. @craigpladson / #evmpls Make the most of your content marketing spend by getting a more accurate read on ROI.
36. @craigpladson / #evmpls Incrementality
37. @craigpladson / #evmpls
38. @craigpladson / #evmpls
39. @craigpladson / #evmpls
40. @craigpladson / #evmpls Today only: 20% off BUY
42. Consumers We enjoy the convenience of connected experiences across devices and locations. Marketers We are challenged with organizing our media teams in a way that aligns with a consumer’s cross-channel journey. Businesses We aspire to understand which parts of the consumer experience are generated a positive return on investment.
43. @craigpladson / #evmpls EMAIL .COM GRAM FB PHONE TABLET LAPTOP STORE .COM
44. @craigpladson / #evmpls As we assess our media investments throughout the consumer journey, the biggest challenge is choosing the most effective measurement solution.
45. Incrementality Attribution @craigpladson / #evmpls
46. Incrementality @craigpladson / #evmpls Measure causal impact to understand if an individual touchpoint could make or break the purchase as a consumer works their way through the buying process.
47. @craigpladson / #evmpls EMAIL .COM GRAM FB PHONE TABLET LAPTOP STORE .COM
48. @craigpladson / #evmpls Whether the impact is negative or positive, incrementality testing allows you to determine the influence of what a single variable, or set of variables did on someone’s path to purchase.
49. @craigpladson / #evmpls Make the most of your content marketing spend by thinking about the value of each touchpoint on the path to purchase.
50. @craigpladson / #evmpls Content team
51. Brand purpose. Content calendar. Marketing plan. Business objectives. Check. Check. Check. Check. @craigpladson / #evmpls
52. @craigpladson / #evmpls Content team
53. @craigpladson / #evmpls Content team Who is on it What they do How they work
54. @craigpladson / #evmpls STRATEGIST DESIGNER WRITER CO-CREATORS COMMUNITY MEDIA ANALYST
55. @craigpladson / #evmpls STRATEGIST DESIGNER WRITER Co-lead for ideation and writer for both short and long-form content. CO-CREATORS COMMUNITY ANALYST MEDIA Carries through business and brand strategy; articulates consumer needs. Leads creation of content calendar and manages publishing / feeds. Tags, tracks and analyses the performance of created content. Channel selection, targeting, media placement and optimization. Co-lead for ideation and designer of illustrations and graphics. Writers, designers, developers and other makers to create content.
56. @craigpladson / #evmpls DISCOVERY CREATE ITERATE COLLABORATE MARKET Problems to solve Journey mapping Analogous inspiration Business outcomes How might we? Landing page sketching Initial messaging Writing Design Development Media buying Learning agenda Insights Action Performance Ideas killed Wins celebrated Adjustments made
57. @craigpladson / #evmpls Make the most of your content marketing spend by assembling the right team and embrace a new way of working.
58. @craigpladson / #evmpls Mindset
59. Get started @craigpladson / #evmpls
60. More making, less planning @craigpladson / #evmpls
61. Bet the garden, not the farm @craigpladson / #evmpls
62. Challenge the status quo @craigpladson / #evmpls
63. Embrace design thinking @craigpladson / #evmpls
64. Chance favors the prepared mind @craigpladson / #evmpls
65. Thanks! @craigpladson craigpladson.com Making the Most of Your Content Marketing Spend