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MARKETING INSIDER GROUP
How To Create B2B
Content That Converts
Michael Brenner
CEO, Marketing Insider Group
@BrennerMichael
#MarketingUnited
MARKETING INSIDER GROUP
Me, 20 pounds years ago
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
Today we are all connected
@BrennerMichael #MarketingUnited
@BrennerMichael #MarketingUnited
What is the ROI?
The First Banner Ad
(1994)
@BrennerMichael #MarketingUnited
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
Less likely
to click on a
banner than…
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
WHAT IS GOING ON?
@BrennerMichael #MarketingUnited
Marketing Has A
Marketing Problem
@BrennerMichael #MarketingUnited
All Marketing should be tied to
a business case that sales and
executives can understand.
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
Content marketing trends
MARKETING INSIDER GROUP
MARKETING INSIDER GROUP
How To Create B2B Content That Converts
MARKETING INSIDER GROUP
MARKETING INSIDER GROUP
MARKETING INSIDER GROUP
“We need to stop interrupting what
people are interested in and start
creating what they are interested in.
”
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
MARKETING INSIDER GROUP 1
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
The buyer journey
is nothing more
than a series of questions
that must be answered.
~ IDC
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
Content Marketing Requires Empathy
Content
Marketing
What
Brands
Publish
What
Customers
Want
Business Instinct CharityEmpathy
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
of marketing content goes
completely unused?
60-70%
How do we help answer
our buyers' questions when
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
Behind every piece
of bad content
is an executive
who asked for it.
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
PUSH BACK
by asking
WHY?
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
The Art of Buyer Attraction
Digital
Analytical
Reach
Conversion
Target
Position
Message
Focus on Results
Focus on Activities
Focus
Skills@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
IMAGINE: We show up first in Google
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
IMAGINE: We own the category
www.makeup.com -- (owned by L’Oreal)
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
IMAGINE: We own the target audience
www.CMO.com -- owned by Adobe
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
IMAGINE: Marketing that attracts new buyers
AMEXOPEN Forum is the largest source of new leads for AMEX’s Small Business Division
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
Content Marketing programs
are assets with real value that
grows over time.
Need proof . . .
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
-
100,000
200,000
300,000
400,000
500,000
600,000
0
100
200
300
400
500
600
Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15
Pageviews
#Articles
Compounding Effect Of Publishing Helpful Content
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
WARNING: Maturity Audiences Only!
Publish content to
primary channel
Distribute content
to earned media
Distribute content
to paid media
Measure ROI of
content marketing
Optimize and target
distribution
Optimize for
subscriptions
& offers
Where do you fall
on the content marketing
maturity curve?
Documented
content marketing
strategy
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
Content Marketing Institute / Marketing Profs
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
PART ONE
Build The
Business Case
BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
1
Three Steps To B2B Content That Converts
MARKETING INSIDER GROUP
How Do You Sell
Empathy To
Executives Who
Don’t Have Any?
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
Cluster Brand?
Total Monthly Searches
(est.)
Analytics Brand 458
30,000 XAnalytics Non-Brand 1,520,761
Cloud Brand 398
10,000 XCloud Non-Brand 578,460
Big Data Brand 28,884
218 XBig Data Non-Brand 470,967
Mobility Brand 12,488
28 XMobility Non-Brand 345,598
CRM/Sales Brand 156,028
40 XCRM/Sales Non-Brand 6,313,329
Accounting. Finance Brand 30,497
24 XAccounting. Finance Non-Brand 720,493
TOTAL Brand 1,688,883
130 XTOTAL Non-Brand 130,616,715
Push Back With Data
MARKETING INSIDER GROUP
Push Back With Data
@BrennerMichael #MarketingUnited
Product Content
Offers
Brochures
Customer Testimonials
Case Studies
PRODUCT MARKETING
CONTENT MARKETING
Map Content To The Buyer Journey
Blogs
Quizzes
News
Infographics
Social Content
Video
Whitepapers
Webinars
Events
Newsletters
How-To Guides
Customer Profiles
100
10
1
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
Late-Stage Content
66%Early-Stage
6%
Middle-Stage
Content
28%
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
Content Used
44%
Content Not Used
56%
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
Early-stage Searches
Middle-stage
Brand Searches
Search/SocialVolume
What is Content Marketing?
(10-3000 X)
How do I succeed with
Content Marketing?
(2-10 X)
What tools can help
me with content
marketing?
(1)
Are you answering your customers’ questions?
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
Reach early
stage buyers
Engage new buyers
with your brand
Conversions you would
have never reached
= $
Build The Business Case
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
PART TWO
Find The
Budget
BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
2
Three Steps To B2B Content That Converts
MARKETING INSIDER GROUP
Content
Used
30%
Content
Not Used
70%
60% -70% of Content Goes Completely Unused*
$100 Billion Opportunity**
**Source: Econsultancy
* Source: Sirius Decisions
= $
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
What Do You Spend On Paid Search Because
You Don’t Rank Organically?
=$
MARKETING INSIDER GROUP
The average click-through rate of display ads is 0.1%.
(DoubleClick).1%
8% Only 8% of internet users account for 85% of clicks
on display ads (and some aren’t even humans!)
(comScore)
50% About 50% of clicks on mobile ads are accidental
(GoldSpot)
Reallocate Budget From Low Performing
Marketing Programs (Advertising?)
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
Run CRM ROI Report. Rank Low to High
=$
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
How To Do Content Marketing Without A Budget
MARKETING INSIDER GROUP
How To Do Content Marketing Without A Budget
MARKETING INSIDER GROUP
How To Do Content Marketing Without A Budget
Re-Purpose
•Executive PowerPoints
•Whitepapers
•Customer Service and Sales FAQs
•Your emails = answers
How To Do Content Marketing Without A Budget?
@BrennerMichael #MarketingUnited
OPP (OPC)
•Act as a journalists at events
•Customer Service / Sales FAQs
•Cover competitor and industry research
•Ask 2nd-tier influencers to share their work
How To Do Content Marketing Without A Budget?
@BrennerMichael #MarketingUnited
56
Create Stuff Easy
• Create a list of top influencers
• best conferences
• best quotes
• best stats in your industry
• Simply answer customer questions
• What is…
• Why important...
• How to achieve success with ...
How To Do Content Marketing Without A Budget?
@BrennerMichael #MarketingUnited
58
Keywordtooldominator.com
Ubersuggest.io
Keywordtool.io
MARKETING INSIDER GROUP
PART
THREE
Measure
Results
BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
3
Three Steps To B2B Content That Converts
MARKETING INSIDER GROUP
SAP Digitalist Magazine
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
SAP Digitalist Magazine
To help executives understand how technology drives business innovation.
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Traffic from Organic, Social & Referrals
Organic Social SAP Owned Referrals
Reach and Engagement We Would Have
Never Seen
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
Reach,
Engagement,
Conversions
We Would
Have Never
Seen
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
Lyly Lepinay – Group Digital Content Marketing
Manager, Capgemini
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
CapGemini
Content-Loop.com
• LinkedIn Sponsored updates
• Drives to branded Content Hub
• Offers to deeper content
• Recommendations to connect with
experts
Results:
~1M visitors / year
+ 3K new LinkedIn followers per week
+ High Quality Leads
+ Sales / ROI
MARKETING INSIDER GROUP
Subscribers are 9x more likely to convert than non-subscribers
Subscribers Are The Key
B2B buyers engage with 20 pieces of content on average, and
90% comes via their inbox
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
Paid vs. Organic Search Traffic
REACH
Organic Search Share of Voice
Unbranded Search Traffic
LEADS
CONVERT
OTHER CONVERSIONS
SUBSCRIBERS
Time on Site
ENGAGE
Social shares
Subscriptions
Bounce rate
Retention Rate
Upsells
RETAIN
The Power of Subscriptions
@BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP
Lifetime Value:
Content consumers
spend 2x more and
are 3x more loyal.
Shane Jordan
Digital Marketing Manager
Blue Cross BlueShield of Alabama
MARKETING INSIDER GROUPBUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
My Free Gift To You: http://bit.ly/content-formula
MARKETING INSIDER GROUP
Thank you!
Michael Brenner
CEO, Marketing Insider Group
@BrennerMichael

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How To Create B2B Content That Converts

Notas do Editor

  1. This is me 20 pounds, I mean 20 years ago, at College Graduation. I went to school to study business but then changed my major to English Lit because I was fascinated by the art of storytelling. I still wanted to follow my career ambitions by working in the business field but felt even then that communications was the key to business success. It’s 1994 and a company named Mosaic changed it’s name to Netscape and released the first web browser. At this time, there were 1,000 connected computers in the early world wide web. In just a few short years, that number went from millions to the billions of connected devices we have today.
  2. Fast forward to today. And it’s content and accessibility that is driving the world, not the Internet. Marketers, publishers and agencies are no longer in control. The consumer is…we have each become our own network hubs.
  3. These are my children. The oldest there in the middle is Linkedin, to the left is my other daughter Facebook. To the right is my son Twitter and my youngest is G+. Aren’t they cute. I’m so proud of them. They have literally and drastically changed my world in just a few short years.
  4. We’ve all asked the question, why content marketing? To set the stage, there’s been a fundamental shift in the way we as consumers consume and share content. Momentous amount of content being created, consumed and shared. An amazing amount of content, the real question is how does a brand stand apart?
  5. Core components the way we need to think. We need to think different.
  6. The secret to content marketing is that its not that hard. There are obstacles, but what we’re going to do is give you our secrets and let you know what’s worked for other brands to drive a content marketing strategy.