How do you turn a blog post or a white paper into a revenue stream? Did a “like” really increase the value of my brand? How can you prove the value of an e-book to your business? Are your campaign assets working for you?
Using a pragmatic measurement framework that goes far beyond volume metrics and even sales, this presentation will demonstrate how marketers can measure the hidden value of content marketing efforts in pure ROI terms. This is bottom-line information marketers can take straight to the CFO. Rebecca will share six content value propositions you probably haven’t thought of yet, as well as case examples and sample metrics.
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Rebecca Lieb is a strategic advisor, research analyst, keynote speaker, author, and columnist. Her areas of specialization are digital marketing and media, with a concentration in content strategy, content marketing and converged media. She works with many of the world's leading brands on digital marketing innovation. Clients range from start-up to non-profits to Fortune 100 brands and regulated industries, including Facebook, Home Depot, Nestlé, Anthem, Adobe, Honeywell, DuPont, Fidelity, Gannett, IBM, Save the Children, Pinterest, Cisco, agencies, and The Federal Reserve Bank of New York.
Earlier, she was Altimeter Group's digital advertising and media analyst, where she published what remains the largest extant body of research on content marketing, content strategy, and content's role in paid, owned and earned media. Prior to that, she was vice president at Econsultancy, where she launched the company's U.S. operations and grew the business to profitability in one year.
Rebecca was VP and editor-in-chief of The ClickZ Network for over seven years, and for part of that time also ran the redoubtable SearchEngineWatch.com. She's a frequent public speaker on topics related to digital marketing, advertising, and media.
In her copious free time she writes books, most recently Content: The Atomic Particle of Marketing.