TBJA 322 How To Evaluate Content Marketing ROI, Dave Chaffey

How To Evaluate Content Marketing ROI, Dave Chaffey, TBJApodcast 322
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It’s not enough to just create content, you have to have a strategic distribution plan and a way to measure it. Dave Chaffey shares how to evaluate content marketing ROI.

Dave Chaffey is an author of five bestselling books on Digital Marketing and E-commerce, the first of which was published in 2001 . He is also the editor of the 100+ resources on Smart Insights covering topics such as content marketing strategy and ROI.

He has been recognized as one of 50 marketing ‘gurus’ worldwide who have shaped the future of Marketing by the Chartered Institute of Marketing and in 2015 was rated as the top UK influencer son social media for Marketing and Advertising in a top 50 compilation by BrandRepublic.com (a portal of publisher Haymarket brands Campaign, Marketing and Media Week).

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Smart Insights (www.smartinsights.com), is a digital marketing advice site that helps businesses create more effective integrated digital strategies using our RACE Planning system. We help businesses Plan, Manage and Optimize their online marketing activities more cost-effectively using our actionable Templates, Ebooks and Video Training which cover all the core digital marketing channels including search, social and email marketing.

Icebreaker

I’ve been involved in SEO and content marketing since before Google was invented–launching my site in 1998.

Think Like A Journalist Excerpt

“Optimize for what would happen IF you ranked, do not optimize to rank.” –Will Critchlow, Founder and CEO of Distilled

Do I click?

Do I like what I see?

Do I get what I want?

After all, this is exactly what Google is trying to determine.

Excerpt from 7 Powerful Quotes To Boost Your Digital Marketing article.

Success Quote or Tip

Use Google’s Search Console to discover your top 10 ranking posts.

Career Highlight

Growing his community to half-million people. Building a community of contributors.

When It Didn’t Work

When Dave first launched they bought an existing domain name and didn’t rank at all. Find out what he had to do to survive and why redirecting a site hurt his brand.

Top Tips  How To Evaluate Content Marketing ROI

Too many backlinks to quickly can cause Google to penalize your website.

Must have a content marketing plan.

Know your audience personas. Make sure they’re not superficial. Understand what they’re really looking for. Invest in traditional research:  HotJar.com and WhatUsersDo.com.

Make sure: content marketing matrix and content distribution matrix

Setup Google Analytics and set a value against each goal. Page Value.

Use Google Help.

What is one piece of technology, video or multimedia equipment, or app that you just can’t live without?

Slack.com

One book, documentary, blog, podcast, or Internet Channel to watch?

MarketingLand.com

Contact

Smart Insights website

Twitter @DaveChaffey

Mentioned In This Episode

BuzzSummo.com

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About The Author

Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to "Be the Media". Phoebe is the host of "The Brand Journalism Advantage" podcast and a "Top 50 Podcaster To Follow". Listen in iTunes or at ThinkLikeAJournalist.com

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