The Content Marketing Imperative

The Content
Marketing
Imperative
Michael Brenner
CEO, Marketing Insider Group
Author, The Content Formula
@BrennerMichael

CLICK TO EDIT MASTER TITLE
Click to edit Master subtitle style

Content Marketing Is An Imperative
Earn Your Audience’s Attention
Vs. Buying Or Interrupting.
= ROI

What is the ROI?
The First Banner Ad
(1994)
@BrennerMichael

Less likely
to click on a
banner than…
@BrennerMichael

The average click-through rate of display ads
(DoubleClick).06%
10% Banner ad clicks by Bots
(comScore)
50% Clicks on mobile ads that are accidental
(GoldSpot)
What’s The ROI of Banner Ads?
40 # of ad exposures to cause a decline in sales
(Advertising Research Foundation)

Marketing Has A
Marketing Problem

If All You Do Is Promote
Your Products With
Interruptions, You Are
Missing The Majority of
Buyers

STOP interrupting
what people are interested in
and be what people are
interested in!

Marketing That Attracts An Audience
Content
Marketing
What
Brands
Publish
What
Customers
Want
Business Instinct CharityEmpathy

Behind every piece
of bad content
is an executive
who asked for it.

The Buyer Journey
Doesn’t Start With A
Search For Your
Product

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
Tried To Push Back With Data

What Buyers Really Search For . . .

Our Website: Talking To Ourselves

Click to edit Master subtitle styleLate-Stage Content
66%Early-Stage Content
6%
Middle-Stage Content
28%

The Math Didn’t Help

The Power of Fear

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

Reach,
Engagement
and
Conversions
We Would Have
Never Seen

Content Marketing ROI – Year 1 ROI
0.1% Marketing Budget
------------
$1 Million in search traffic
$250,000 in email list growth -- 2.4X ROI
$540,000 in lead conversion to sales -- 5.4X ROI
$21,000 in direct e-store sales
?? Click to call / chat
?? Partner Ad Sales
-------------
$1,911,000 inValue / Investment= $100,000
18X Return On Investment

How Much Early-Stage Search Traffic
Comes To Your Website?

Email, Search & Social --
90% of ALL Content Discovery
Source:
KoMarketing Associates
Search Email Social

IMAGINE: You own the target audiencewww.CMO.com -- owned by Adobe

IMAGINE: Marketing that attracts new buyers
AMEX OPEN Forum is the largest source of new leads for AMEX’s Small Business Division

http://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/
Content Marketing is Owned Media
”99+ Brand-owned Content Marketing Destinations”

3

The buyer journey
is nothing more
than a series of
questions
that must be answered.

Click to edit Master subtitle styleYour
Customers Middle
Early
What is / are?
Why important
Late
Who?
How much?
Where?
1
StagePersona Questions / Concerns Keyword Volume
100
How to?
10
Your Buyers’ Questions

CONTENT MARKETING
Articles
News
Infographics
Social Content
Quizzes
Video
Whitepapers
Webinars
Podcasts
How-To Guides
Events
Newsletters
Customer Profiles
PRODUCT MARKETING
& ADVERTISING
Product content
Offers
Brochures
Customer Testimonials
Case studies
Ads
Create Content People Actually Want!
100
1
10
5
15
80

For Every Piece of
Content You Create For
BUYERS
Create 100 For Early-Stage
PROSPECTS

Anyone can buy
clicks and leads.
CEOs demand
marketing that
delivers ROI!

Show me the money!

Content Marketing programs
are assets with real value that
grows over time.
Need proof . . .

-
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
Traffic
#Articles
COMPOUNDING RETURN OF CONTENT MARKETING
________ Content Marketing Revenue

-
100,000
200,000
300,000
400,000
500,000
600,000
0
100
200
300
400
500
600
Traffic
#Articles
Investment -------- >

-
100,000
200,000
300,000
400,000
500,000
600,000
0
100
200
300
400
500
600
Traffic
#Articles
Investment -------- >
@BrennerMichael

The Roadmap
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
Marketing ROI
is the #1 Objective
for Marketers in 2017
Documented
content marketing
strategy

Homework: Rate yourself
Best Practice R Y G
Business case / Documented Content mission
Brand-owned destination
Consistently publishing quality content
Content mapped to the buyer journey
Content distributed on paid and social channels
Focus on content subscriptions
Measure content marketing ROI
Overall
Grade:

Homework:
Your Content Marketing Mission
Become the premier destination
for [what target audience]
interested in [what topics]
to help them [customer value].
To drive reach, engagement, conversion of new customers
As measured by metric 1, 2 and / or 3.

@BrennerMichael

Thank you!
Michael Brenner
CEO, Marketing Insider Group
Author, The Content Formula
Book Me To Speak:
michael@marketinginsidergroup.com

The Content Marketing Imperative

Recomendados

Recomendados

Mais conteúdo relacionado

Destaque

Destaque (14)

Mais de Michael Brenner

Mais de Michael Brenner (20)

Último

Último (20)

The Content Marketing Imperative

Notas do Editor