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The Content
Marketing
Imperative
Michael Brenner
CEO, Marketing Insider Group
Author, The Content Formula
@BrennerMichael
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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
The Content Marketing Imperative
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Less likely
to click on a
banner than…
@BrennerMichael
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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
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The Content Marketing Imperative
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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!
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Marketing That Attracts An Audience
Content
Marketing
What
Brands
Publish
What
Customers
Want
Business Instinct CharityEmpathy
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Behind every piece
of bad content
is an executive
who asked for it.
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The Buyer Journey
Doesn’t Start With A
Search For Your
Product
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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
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What Buyers Really Search For . . .
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Our Website: Talking To Ourselves
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Click to edit Master subtitle styleLate-Stage Content
66%Early-Stage Content
6%
Middle-Stage Content
28%
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The Math Didn’t Help
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The Power of Fear
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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
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Reach,
Engagement
and
Conversions
We Would Have
Never Seen
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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
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How Much Early-Stage Search Traffic
Comes To Your Website?
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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”
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3
The buyer journey
is nothing more
than a series of
questions
that must be answered.
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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
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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
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For Every Piece of
Content You Create For
BUYERS
Create 100 For Early-Stage
PROSPECTS
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Anyone can buy
clicks and leads.
CEOs demand
marketing that
delivers ROI!
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Show me the money!
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Content Marketing programs
are assets with real value that
grows over time.
Need proof . . .
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-
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
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-
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
Investment -------- >
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-
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
Investment -------- >
@BrennerMichael
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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.
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@BrennerMichael
Thank you!
Michael Brenner
CEO, Marketing Insider Group
Author, The Content Formula
Book Me To Speak:
michael@marketinginsidergroup.com

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The Content Marketing Imperative

  • 1. The Content Marketing Imperative Michael Brenner CEO, Marketing Insider Group Author, The Content Formula @BrennerMichael
  • 2. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style
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  • 5. 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
  • 6. What is the ROI? The First Banner Ad (1994) @BrennerMichael
  • 8. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Less likely to click on a banner than… @BrennerMichael
  • 9. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style 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)
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  • 14. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style
  • 15. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style If All You Do Is Promote Your Products With Interruptions, You Are Missing The Majority of Buyers
  • 16. STOP interrupting what people are interested in and be what people are interested in!
  • 17. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Marketing That Attracts An Audience Content Marketing What Brands Publish What Customers Want Business Instinct CharityEmpathy
  • 18. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Behind every piece of bad content is an executive who asked for it.
  • 19. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style The Buyer Journey Doesn’t Start With A Search For Your Product
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  • 21. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style 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
  • 22. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style What Buyers Really Search For . . .
  • 23. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Our Website: Talking To Ourselves
  • 24. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle styleLate-Stage Content 66%Early-Stage Content 6% Middle-Stage Content 28%
  • 25. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style The Math Didn’t Help
  • 26. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style The Power of Fear
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  • 30. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style 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
  • 31. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Reach, Engagement and Conversions We Would Have Never Seen
  • 32. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style
  • 33. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style 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
  • 34. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style How Much Early-Stage Search Traffic Comes To Your Website?
  • 35. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Email, Search & Social -- 90% of ALL Content Discovery Source: KoMarketing Associates Search Email Social
  • 36. IMAGINE: You own the target audiencewww.CMO.com -- owned by Adobe
  • 37. IMAGINE: Marketing that attracts new buyers AMEX OPEN Forum is the largest source of new leads for AMEX’s Small Business Division
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  • 40. The buyer journey is nothing more than a series of questions that must be answered.
  • 41. CLICK TO EDIT MASTER TITLE 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
  • 42. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style 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
  • 43. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style For Every Piece of Content You Create For BUYERS Create 100 For Early-Stage PROSPECTS
  • 44. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Anyone can buy clicks and leads. CEOs demand marketing that delivers ROI!
  • 45. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Show me the money!
  • 46. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Content Marketing programs are assets with real value that grows over time. Need proof . . .
  • 47. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style - 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
  • 48. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style - 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 Investment -------- >
  • 49. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style - 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 Investment -------- > @BrennerMichael
  • 50. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style 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
  • 51. 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:
  • 52. 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.
  • 53. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style @BrennerMichael
  • 54. Thank you! Michael Brenner CEO, Marketing Insider Group Author, The Content Formula Book Me To Speak: michael@marketinginsidergroup.com

Notas do Editor

  1. Mohammad Basheer Abdul Khadar
  2. 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?
  3. 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.
  4. WORKSHOP WITH THE GROUP