the formula for content marketing automation roi
Post on 24-Jan-2018
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Michael BrennerC E O, M a r ke t i n g I n s i d e r G ro u pA u t h o r, T h e C o n t e n t F o r m u l a@ B re n ne r M i c ha e l
93%~ A d A g e
81%~ C M I / M P r o f s
68%~ C M O C o u n c i l
B2B CMO’s greatest
challenge is showing
measurable ROI.
B2B Marketers claim
measuring marketing
effectiveness is their
greatest challenge
CEOs Expect
Marketing
To Deliver ROI
@BrennerMichael
The business buyer is now in control over where
information is consumed
Start Finish
BUYER90%SALES REP10%
B u y e r ’ s J o u r n e y
@BrennerMichael
Content . . .
is not Content Marketing
Social Media . . .
is not Content Marketing
Native Ads . . .
is not Content Marketing
@BrennerMichael
The Difference Between
Content and Content Marketing
is a Destination You OWN
CONSISTENTCUSTOMER -
FOCUSED
https://marketinginsidergroup.com/content -marketing /best-content-marketing-examples/
@BrennerMichael
www.health.clevelandclinic.org
Top source for health care
information w/ +2M visitors per
month
@BrennerMichael
AMEX OPEN Forum is the largest
source of new leads for AMEX’s
Small Business Division
@BrennerMichael
Content Marketing
platforms are
assets you own
with real value
that grows over
time.
Need proof…
@BrennerMichael
-
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
Traf
fic
# A
rtic
les
Content Marketing Revenue
@BrennerMichael
Ask: 0.1% ad budget
Goal: Raise Awareness
Measure: 1M visitors
Result: $1 Million in Sales
@BrennerMichael
ContentMarketing
What Brands Publish
WhatCustomers
Want
E m p at hy C h a r i t yB u s i n e s s I n st i n c t
@BrennerMichael
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
Where’s the ROI?
@BrennerMichael
6.9 XDIRECT
ROI
$100,000 Budget
$1 Million in search traffic$250,000 in email list growth $540,000 in lead conversion to sales
$1,790,000 in Value / Investment
@BrennerMichael
Focusing on Customer Value Is The Only Way To AchieveBusiness Value.
Develop the Business Case
Find The Budget (And
Time)
CalculateThe ROI
@BrennerMichael
There’s afor
Marketing ROI
Develop the Bus iness Case
F ind The Budget (And T ime)
Ca lcu lateThe ROI
@BrennerMichael
C o n t e n t N o t U s e d
70%
C o n t e n t U s e d
30%
Content Waste is a
$* Source: Econsultancy
@BrennerMichael
E x e c u t i v e P o w e r P o i n t s
Re-Purpose
W h i t e p a p e r s
C u s t o m e r S e r v i c e a n d S a l e s F A Q s
Y o u r e m a i l s = a n s w e r s
@BrennerMichael
A c t a s a j o u r n a l i s t a t e v e n t s
Gather
C o v e r c o m p e t i t o r a n d i n d u s t r y r e s e a r c h
A s k 2 n d - t i e r i n f l u e n c e r s t o s h a r e t h e i r w o r k
@BrennerMichael
C r e a t e a l i s t o f t o p i n f l u e n c e r s
Create Easy Stuff
► b e s t c o n f e r e n c e s ► b e s t q u o t e s ► b e s t s t a t s i n y o u r i n d u s t r y
E x t r a c t t h e e x p e r t i s e i n s i d e y o u r c o m p a n y ( e x p e r t s a n d c u s t o m e r s )
@BrennerMichael
There’s afor
Marketing ROI
Develop the Bus iness Case
F ind The Budget (And T ime)
Ca lcu lateThe ROI
@BrennerMichael
RETAINCONVERTENGAGEREACH
UpsellsEVENTSBounce rateUnbranded Search
Traffic
DEAL VISIBILITYSocial shares
Retention RateLEADSTime on SiteOrganic Search
Traffic
Subscriptions
@BrennerMichael
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
The Value of Organic Search =
($2 CPC X 500,000) = $1 Million
@BrennerMichael
RETAINCONVERTENGAGEREACH
UpsellsEVENTSBounce rateUnbranded Search
Traffic
DEAL VISIBILITYSocial shares
Retention RateLEADSTime on SiteOrganic Search
Traffic
Subscriptions
@BrennerMichael
RETAINCONVERTENGAGEREACH
UpsellsEVENTSBounce rateUnbranded Search
Traffic
DEAL VISIBILITYSocial shares
Retention RateLEADSTime on SiteOrganic Search
Traffic
Subscriptions
A n d a r e
t h a n n o n -su bsc r ibe r s
The Va lue of Subscr ibers
(Sales from Email Nurture / List Size)
► $10 Million / 400,000
= $25► 10,000 subscribers x 25
= $250,000
(Content Marketing Leads X Conversion Rate
X Avg. Sale Price)
T h e Va l u e o f C o n t e n t M a r k e t i n g L e a d s
1,000 leads x 3% MQL
► x 50% Sales Accepted (SAL)
► x 50% Sales Qualified (SQL)
► x 40% Closed / Won
► x $180,000 Average Selling Price (ASP) =
($540,000 - $100,000) / $100,000
=
@BrennerMichael
RETAINCONVERTENGAGEREACH
UpsellsEVENTSBounce rateUnbranded Search
Traffic
DEAL VISIBILITYSocial shares
Retention RateLEADSTime on SiteOrganic Search
Traffic
Subscriptions
L i f e t i m e Va l u e $ $ $
T h e Va l u e o f R e t e n t i o n =
R e t e n t i o n R a t e $ $ $
N o n - S u b s c r i b e d C u s t o m e r s
R e v $ $ $ p e r S u b s c r i b e d C u s t o m e r s
V s
@BrennerMichael
Birmingham, Alabama Area I Insurance
Current
Cadence Bank, NA.
Previous
Blue Cross and Blue Shield of Alabama. lntermark
Group. Aha Digital. LLC
Education
Brigham Young University
VP, Dig i ta l Market ing
@BrennerMichael
C a l c u l a t e T h e R O I
F i n d T h e B u d g e t ( A n d T i m e )
D e v e l o p t h e B u s i n e s s C a s e
@BrennerMichael
D e l i v e r s B u s i n e s s R e s u l t s
S T O P S p e n d i n g T i m e & M o n e y o n M a r k e t i n g T h a t D o e s n ’ t
W o r k
C r e a t e C o n t e n t P e o p l e A c t u a l l y
W a n t
@BrennerMichael
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