Download - The Content Marketing Imperative
![Page 1: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/1.jpg)
The Content Marketing Imperative
Michael BrennerCEO, Marketing Insider GroupAuthor, The Content Formula@BrennerMichael
![Page 2: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/2.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
![Page 3: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/3.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
![Page 4: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/4.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
![Page 5: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/5.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
Content Marketing Is An Imperative
Earn Your Audience’s Attention
Vs. Buying Or Interrupting.
= ROI
![Page 6: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/6.jpg)
What is the ROI?
@BrennerMichael @LizBedor
The First Banner Ad (1994)
@BrennerMichael
![Page 7: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/7.jpg)
![Page 8: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/8.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
Less likely to click on a banner than…
@BrennerMichael
![Page 9: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/9.jpg)
CLICK TO EDIT MASTER TITLEClick 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)
![Page 10: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/10.jpg)
Marketing Has A Marketing Problem
![Page 11: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/11.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
![Page 12: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/12.jpg)
![Page 13: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/13.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
![Page 14: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/14.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
![Page 15: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/15.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
If All You Do Is Promote Your Products With
Interruptions, You Are Missing The
Majority of Buyers
![Page 16: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/16.jpg)
STOP interrupting
what people are interested in
and be what people are
interested in!
![Page 17: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/17.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
Marketing That Attracts An Audience
ContentMarketing
What Brands Publish
WhatCustomers
Want
Business Instinct CharityEmpathy
![Page 18: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/18.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
Behind every piece of bad content is an executive who asked for it.
![Page 19: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/19.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
The Buyer Journey Doesn’t Start With A
Search For Your Product
![Page 20: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/20.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
![Page 21: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/21.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
Cluster Brand? Total Monthly Searches (est.)
Analytics Brand 458 30,000 XAnalytics Non-Brand 1,520,761Cloud Brand 398 10,000 XCloud Non-Brand 578,460Big Data Brand 28,884 218 XBig Data Non-Brand 470,967Mobility Brand 12,488 28 XMobility Non-Brand 345,598CRM/Sales Brand 156,028 40 XCRM/Sales Non-Brand 6,313,329Accounting. Finance Brand 30,497 24 XAccounting. Finance Non-Brand 720,493TOTAL Brand 1,688,883 130 XTOTAL Non-Brand 130,616,715
Tried To Push Back With Data
![Page 22: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/22.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
What Buyers Really Search For . . .
![Page 23: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/23.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
Our Website: Talking To Ourselves
![Page 24: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/24.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleLate-Stage
Content66%
Early-Stage Content6%
Middle-Stage Content
28%
![Page 25: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/25.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
The Math Didn’t Help
![Page 26: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/26.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
The Power of Fear
![Page 27: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/27.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
![Page 28: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/28.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
![Page 29: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/29.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
![Page 30: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/30.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
4/8/124/22/12
5/6/125/20/12
6/3/126/17/12
7/1/127/15/12
7/29/128/12/12
8/26/129/9/12
9/23/1210/7/12
10/21/12
11/4/1211/18/12
12/2/1212/16/12
12/30/12
1/13/131/27/13
2/10/132/24/13
3/10/133/24/13
4/7/134/21/13
5/5/135/19/13
6/2/136/16/13
6/30/137/14/13
7/28/13
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
![Page 31: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/31.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
Reach, Engagement and Conversions We Would Have Never Seen
![Page 32: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/32.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
![Page 33: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/33.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
Content Marketing ROI – Year 1 ROI0.1% 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 in Value / Investment= $100,000
18X Return On Investment
![Page 34: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/34.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
How Much Early-Stage Search Traffic Comes To Your Website?
![Page 35: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/35.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
Email, Search & Social --90% of ALL Content Discovery
Source:KoMarketing Associates
Search
Social
![Page 37: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/37.jpg)
IMAGINE: Marketing that attracts new buyersAMEX OPEN Forum is the largest source of new leads for AMEX’s Small Business Division
![Page 38: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/38.jpg)
http://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/
Content Marketing is Owned Media”99+ Brand-owned Content Marketing Destinations”
![Page 39: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/39.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
39
![Page 40: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/40.jpg)
The buyer journey is nothing more than a series of
questions that must be
answered.
![Page 41: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/41.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleYour
Customers Middle
Early What is / are?Why important
LateWho?How much?Where? 1
StagePersona Questions / Concerns Keyword Volume
100
How to? 10
Your Buyers’ Questions
![Page 42: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/42.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
CONTENT MARKETING
ArticlesNews InfographicsSocial Content Quizzes
VideoWhitepapersWebinarsPodcastsHow-To Guides
EventsNewsletters Customer Profiles
PRODUCT MARKETING & ADVERTISING
Product contentOffers
BrochuresCustomer Testimonials
Case studiesAds
CONSIDERATION
AWARENESS
DECISION
Create Content People Actually Want!
100
1
10
5
1580
![Page 43: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/43.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
For Every Piece of Content You Create
For BUYERSCreate 100 For Early-
Stage PROSPECTS
![Page 44: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/44.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
Anyone can buy clicks and
leads.
CEOs demand marketing
that delivers ROI!
![Page 45: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/45.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
Show me the money!
![Page 46: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/46.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
Content Marketing programs
are assets with real value that grows over time.
Need proof . . .
![Page 47: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/47.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-150
100
200
300
400
500
600
-
100,000
200,000
300,000
400,000
500,000
600,000
COMPOUNDING RETURN OF CONTENT MARKET-ING
# A
rtic
les
Traffi
c
________ Content Marketing Revenue
![Page 48: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/48.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-150
100
200
300
400
500
600
-
100,000
200,000
300,000
400,000
500,000
600,000
COMPOUNDING RETURN OF CONTENT MARKET-ING
# A
rtic
les
Traffi
c
________ Content Marketing Revenue
Investment -------- >
![Page 49: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/49.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-150
100
200
300
400
500
600
-
100,000
200,000
300,000
400,000
500,000
600,000
COMPOUNDING RETURN OF CONTENT MARKET-ING
# A
rtic
les
Traffi
c
________ Content Marketing Revenue
Investment -------- >
Return -------- >
@BrennerMichael
![Page 50: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/50.jpg)
CLICK TO EDIT MASTER TITLEClick 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
![Page 51: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/51.jpg)
Homework: Rate yourselfBest Practice R Y GBusiness case / Documented Content missionBrand-owned destinationConsistently publishing quality contentContent mapped to the buyer journeyContent distributed on paid and social channelsFocus on content subscriptionsMeasure content marketing ROI
OverallGrade:
![Page 52: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/52.jpg)
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 customersAs measured by metric 1, 2 and / or 3.
![Page 53: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/53.jpg)
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
@BrennerMichael
![Page 54: The Content Marketing Imperative](https://reader035.vdocument.in/reader035/viewer/2022070516/5871209a1a28abe4448b4fb3/html5/thumbnails/54.jpg)
Thank you!Michael BrennerCEO, Marketing Insider GroupAuthor, The Content Formula
Book Me To Speak:[email protected]