the content formula - how to calculate the roi of content marketing

MARKETING INSIDER GROUP

The Content FormulaCalculate the ROI of Content Marketing & Never Waste Money Again

Michael BrennerCEO, Marketing Insider Group@BrennerMichael

MARKETING INSIDER GROUPShow me the money!


Content Marketing programs

are assets with real value that grows over time.

Need proof . . .

MARKETING INSIDER GROUPSep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-150

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COMPOUNDING EFFECT OF CONTENT PUBLISHINGArticles Viewed

Articles Published

Pageviews

# A

rtic

les

Page

view

s


WARNING!

Math ahead! @BrennerMichael

Marketing Has A Marketing Problem

@BrennerMichael

What is the ROI?

@BrennerMichael @LizBedor

The First Banner Ad (1994)

@BrennerMichael

@BrennerMichael


Less likely to click on a banner than…

@BrennerMichael


60-70% of marketing contentgoes completely unused.

*Sirius Decisions

@BrennerMichael


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

@BrennerMichael

http://ctt.ec/dfg87


The Art of Pushing Back

What is the current state?

What is the business goal?

How will it be measured?

@BrennerMichael


“We need to stop interrupting what

people are interested in and start creating what they are

interested in.”@BrennerMichael


Content Marketing Requires Empathy

ContentMarketing

What Brands Publish

WhatCustomers

Want

Business Instinct CharityEmpathy@BrennerMichael

MARKETING INSIDER GROUP@BrennerMichael


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

“The Buyer Journey is nothing more than a series of questions that must be answered.”

~ IDC

Documented content marketing strategy


HOW DO I CALCULATE CONTENT MARKETING ROI?

Is the most common question from marketers struggling to build their

own business case internally.

“”

@BrennerMichael


PART ONE

/ Build The Business Case

BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS

1

All Marketing should be tied toa business case that sales and

executives can understand.

@BrennerMichael


Reach early stage buyers

Engage new buyers with your

brand

Conversions you would have never

reached

= $

Build The Business Case

@BrennerMichael


2012: SAP launches major new product

Marketing Budgets

Marketing Contribution@BrennerMichael

MARKETING INSIDER GROUP@BrennerMichael


Late-Stage Content

66%

Early-Stage Content

6%

Middle-Stage Content

28%

@BrennerMichael

Tried To Push Back With Data


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


The Power Of Fear


IMAGINE: We show up first in Google


IMAGINE: We own the categorywww.makeup.com -- (owned by L’Oreal)

http://www.makeup.com/


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

http://www.cmo.com/


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


BUT: We had no budget


SAP Digitalist Magazine

To help executives understand how technology drives business innovation.

MARKETING INSIDER GROUP4/8/12

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0

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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


Look at Content by Buyer Stage

66% 28%

Early-Stage Content

Late-Stage Content

Middle-Stage Content

6%


Early-stage Searches

Middle-stage

Brand Searches

Search / Social Volum

e

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)

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

@BrennerMichael


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

@BrennerMichael


PART TWO

/ Find The Budget


2


Content Used30%

Content Not Used70%

60% -70% of Content Goes Completely Unused*$100 Billion Opportunity**

** Source: Econsultancy* Source: Sirius Decisions

= $@BrennerMichael


How much your organization is

wasting on unused content

Amount that gets used

Current content production costs

Calculate The Cost of Unused Content

@BrennerMichael


What Do You Spend On Paid Search Because You Don’t Rank Organically?

=$


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


Run CRM ROI Report. Rank Low to High

=$@BrennerMichael


Advertising Can Fund Content Marketing

Saved / invested in content marketing platform

$100,000

Reach, Engagement and LEADS SAP would have never seen.

1,000,000 Organic Visitors10,000 Subscribers1,000 Leads

@BrennerMichael


PART THREE

/ MeasureResults


3


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

Casper’s Van Winkles• Effortlessly combines

national housing news with articles on inspirational interior design, celebrity homes and company updates.

• Up to 6 new posts per day

• Distribution and large audiences across Facebook, Pinterest, Instagram, Twitter and Google+


Content Marketing ROI – Reach / Awareness

The Value of Organic Search = (Paid Search Budget X Organic Search Traffic) / Paid Search Traffic

The Value of Unbranded Search Traffic = (Paid Search Budget X Unbranded Search Traffic) / Paid Search Traffic

The Value of Achieving Digital “Fair Share” = (Online Share of Organic Search / Market Share) X 100

@BrennerMichael


Lyly Lepinay – Group Digital Content Marketing Manager, Capgemini

@BrennerMichael


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@BrennerMichael


Content Marketing ROI – Brand Engagement

The Value of Repeat Visitors = (Online Ad Budget / Ad Traffic) * Repeat Visitors

The Value of Subscribers= (Sales from Email Nurture) / # Subscribers

@BrennerMichael


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


Content Marketing ROI - ConversionThe Value of Content Marketing Leads =

(Content Marketing Costs / Content Marketing Leads)

(Content Marketing Leads * Content Marketing Conversion Rate X Avg. Sale Price)

@BrennerMichael


Content Marketing ROI - RetentionThe Value of Retention=

Content Consumer LTV vs. Non-Content Customers

Content Consumer Retention Rate vs. Non-Content Customers

Revenue per Content Customer vs. Non-Content Customers

@BrennerMichael

Subscribers spend 2x more (LTV) and become 3x more loyal customers (Retention)


Lifetime Value:Content consumers spend more and are more loyal customers.

Shane JordanDigital Marketing ManagerBlue 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


Thank you!Michael BrennerCEO, Marketing Insider Group@BrennerMichael

My Free Gift To You: http://bit.ly/content-formula