the content marketing imperative

The Content Marketing Imperative

Michael BrennerCEO, Marketing Insider GroupAuthor, 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?

@BrennerMichael @LizBedor

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

ContentMarketing

What Brands Publish

WhatCustomers

Want

Business Instinct CharityEmpathy


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

http://ctt.ec/dfg87


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 1,520,761Cloud 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


What Buyers Really Search For . . .


Our Website: Talking To Ourselves

CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleLate-Stage

Content66%

Early-Stage Content6%

Middle-Stage Content

28%


The Math Didn’t Help


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


Reach, Engagement and Conversions We Would Have Never Seen


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


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

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

http://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/

Content Marketing is Owned Media”99+ Brand-owned Content Marketing Destinations”


39

The buyer journey is nothing more than a series of

questions that must be

answered.

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


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


For Every Piece of Content You Create

For BUYERSCreate 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 . . .


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

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100,000

200,000

300,000

400,000

500,000

600,000

COMPOUNDING RETURN OF CONTENT MARKET-ING

# A

rtic

les

Traffi

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________ Content Marketing Revenue



100

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100,000

200,000

300,000

400,000

500,000

600,000


# A

rtic

les

Traffi

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Investment -------- >



100

200

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500

600

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100,000

200,000

300,000

400,000

500,000

600,000


# A

rtic

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Traffi

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Investment -------- >

Return -------- >

@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 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:

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.


@BrennerMichael

Thank you!Michael BrennerCEO, Marketing Insider GroupAuthor, The Content Formula

Book Me To Speak:[email protected]

mailto:[email protected]