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10 Formulas To Measure Content Marketing ROI

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At the Marketo #MKTGNation Summit I delivered this call to action for today's marketers: do the stuff that matters and that has an impact on the business. Why? Because so much of marketing is ineffective. One reason content marketing has become such a buzzword today is simply because it can be measured. And those who commit to measuring it, see returns on their investment that are often many times higher than the average ROI of marketing. Check this presentation out to learn 10 Formulas ANY business can use to measure the ROI of content marketing and never waste money again

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10 Formulas To Measure Content Marketing ROI

  1. MARKETING INSIDER GROUP 10 Formulas To Measure Content Marketing ROI ForTomorrow’s Marketer InToday’sWorld #MKTGNation Michael Brenner CEO, Marketing Insider Group @BrennerMichael
  2. @BrennerMichael Life is short Your business “life” is evenshorter Do stuff that matters and makes an impact!
  3. Nearly half a million page views Maybe my best piece of content. Cost $1,000 and a couple of hours to make
  4. What’s the ROI of Content Marketing CALCULATION OR DEFENSE MECHANISM
  5. SHOW ME THE MONEY!
  6. Content Marketing programs are assets with real value that grows over time. Need proof?
  7. Compounding Effect of Content Publishing Anonymized NewsCred client data of a Fortune 200 company, 2015 0 150 300 450 600 0 125000 250000 375000 500000 625000 Sept 18 Oct 18 Nov 18 Dec 18 Jan 19 Feb 19 Mar 19 Apr 19 May 19 Jun 19 #ARTICLES PAGEVIEWS Articles Viewed Articles Published Pageviews
  8. WARNING! MATH AHEAD
  9. Marketing Has A Marketing Problem Ask most people, what is marketing? They will think of ads and promotion. Marketing should a strategic asset for your company!
  10. Content marketing trends
  11. Unwanted Interruptions are everywhere.
  12. Auto-play video ads are the most evil creation in the history of marketing
  13. I don’t want to take a survey!!!
  14. I don’t want to hit “continue” 3 times!!!
  15. The First Banner Ad (1994) 44% Click thru
  16. Now banners average 0.1% CTR
  17. You are more likely to … Than have someone click on your banner ad
  18. 60-70% of marketing content goes completely unused. *Sirius Decisions
  19. Behind every piece of bad content is an executive who asked for it.
  20. The Art of Pushing Back Why does this matter? What is the business impact? How will it be measured?
  21. We need to stop interrupting what people are interested in and start creating what they are interested in.
  22. WHAT CUSTOMERS WANT CONTENT MARKETING WHAT BRANDS PUBLISH EMPATHY Content Marketing Requires Empathy I AM GREAT CHARITYBUSINESS INSTINCT
  23. @BrennerMichael
  24. The Promise of Content Marketing TO EARN YOUR AUDIENCE … … VERSUS JUST BUYING IT
  25. WARNING: Maturity Audiences Only! “The Buyer Journey is nothing more than a series of questions that must be answered.” - IDC 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 DOCUMENTED CONTENT MARKETING STRATEGY
  26. Part 1 Build the Business Case
  27. @BrennerMichael How do you sell empathy to an executive that doesn’t have any?
  28. Build the Business Case = $ REACH EARLY STAGE BUYERS ENGAGE NEW BUYERS WITH YOUR BRAND CONVERSIONS YOU WOULD HAVE NEVER REACHED
  29. 2012: SAP launches major new product MARKETING BUDGETS MARKETING CONTRIBUTION
  30. Late-Stage Content 66% Early-Stage Content 6% Middle-Stage Content 28%
  31. CLUSTER BRAND? TOTAL MONTHLY SEARCHES (EST.) Analytics Brand 458 30,000 X Analytics Non-Brand 1,520,761 Cloud Brand 398 10,000 X Cloud Non-Brand 578,460 Big Data Brand 28,884 218 X Big Data Non-Brand 470,967 Mobility Brand 12,488 28 X Mobility Non-Brand 345,598 CRM/Sales Brand 156,028 40 X CRM/Sales Non-Brand 6,313,329 Accounting. Finance Brand 30,497 24 X Accounting. Finance Non-Brand 720,493 TOTAL Brand 1,688,883 130 X TOTAL Non-Brand 130,616,715 Tried To Push Back With Data
  32. How many early-stage buyers?
  33. The Math Didn’t Help
  34. The Power of Fear
  35. IMAGINE: We show up first in Google
  36. IMAGINE: We own the category www.makeup.com -- (owned by L’Oreal)
  37. IMAGINE: We own the target audience www.CMO.com -- owned by Adobe
  38. IMAGINE: Marketing that attracts buyers AMEX OPEN Forum is the largest source of new leads for AMEX’s Small Business Division
  39. Engagement? 99% Bounce Rate How Much COST? $XXX,XXX Search Traffic? 0, None, Nada, Zip Social Shares? Also ZERO Conversions? “This is an awareness campaign” BUT: We had no budget
  40. SAP Digitalist Magazine To help executives understand how technology drives business innovation. Engagement? 70% How Much COST? Half the ad budget Search Traffic? 50% Social Shares? 10% Conversions? ~1,000 in year 1
  41. Reach and Engagement We Would Have Never Seen 0 7,500 15,000 22,500 30,000 37,500 TRAFFIC FROM ORGANIC, SOCIAL, & REFERRALS Organic Social SAP Owned Referrals
  42. REACH, ENGAGEMENT AND CONVERSIONS WE WOULD HAVE NEVER SEEN
  43. 66% 28% 6% Late-Stage Content 66% Early-Stage Content 6% Middle-Stage Content 28% Look at Content by Buyer Stage
  44. 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) EARLY - STAGE SEARCHES MIDDLE - STAGE BRAND SEARCHES SEARCH/SOCIALVOLUME How Much Early-Stage Search Traffic Is Out There?
  45. How Much Early-Stage Search Traffic Comes to Your Website?
  46. Part 2 Find the Budget
  47. * Source: Sirius Decisions ** Source: Econsultancy 60 - 70% of Content Goes Completely Unused* $100 Billion Opportunity* Content Used 30% Content Not Used 70% = $
  48. What Do You Spend On Paid Search Because You Don’t Rank Organically? = $
  49. The average click-through rate of display ads is 0.1% (DoubleClick) Only 8% of internet users account for 85% of clicks on display ads (and some aren’t even humans!) (comScore) About 50% of clicks on mobile ads are accidental (GoldSpot) Reallocate Budget From Low Performing Marketing Programs (Advertising?) .1% 8% 50%
  50. Run CRM ROI Report. Rank Low to High = $
  51. Advertising Can Fund Content Marketing Saved / invested in content marketing platform $100,000 / $100,000 Reach, Engagement and LEADS SAP would have never seen 1,000,000 Organic Visitors 10,000 Subscribers 1,000 Leads
  52. How to do Content Marketing Without a Budget
  53. How to do Content Marketing Without a Budget
  54. How to do Content Marketing Without a Budget
  55. Re-Purpose • Executive PowerPoints • Whitepapers • Customer Service and Sales FAQs • Your emails = answers How To Do Content Marketing Without A Budget?
  56. OPP (OPC) • Act as a journalists at events • Cover competitor and industry research • Ask 2nd-tier influencers to share their work How To Do Content Marketing Without A Budget?
  57. 60
  58. Create Stuff Easy •Create a list of top influencers • best conferences • best quotes • best stats in your industry •Simply answer customer questions • What is… • Why important... • How to achieve success with ... How To Do Content Marketing Without A Budget?
  59. Part 3 Measure Results
  60. 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
  61. Lyly Lepinay – Group Digital Content Marketing Manager, Capgemini
  62. For example… In 2014, Capgemini launched its digital hub, Content Loop, powered by NewsCred. The site is targeted to IT and business decision makers, and is powered with branded and licensed articles from leading publishers such as Forbes and VentureBeat.
  63. 11 licensed content news sources 220 articles published every month 5x cost savings from using NewsCred Capgemini built a content marketing machine
  64. 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 1,800,000 articles shared in past 6 months, 69% via LinkedIn + High Quality Leads + Sales / ROI
  65. Content Marketing ROI - Brand Engagement The Value of Subscribers= ($$$ from Email) / # Subscribers
  66. ENGAGEREACH CONVERT PAID VS. ORGANIC SEARCH TRAFFIC UNBRANDED SEARCH TRAFFIC ORGANIC SEARCH SHARE OF VOICE The Power of Subscriptions SUBSCRIPTIONS RETAIN TIME ON SITE BOUNCE RATE SOCIAL SHARES LEADS SUBSCRIBERS OTHER CONVERSIONS RETENTION RATE UPSELLS
  67. Subscribers are 9x more likely to convert than non-subscribers B2B buyers engage with 20 pieces of content on average, and 90% comes via their inbox Subscribers Are The Key
  68. Content Marketing ROI - Conversion The Value of Content Marketing Leads = Content Marketing Leads X Content Marketing Conversion Rate X Avg. Sale Price
  69. Content Marketing ROI - Retention The Value of Retention = • Content Customers / Subscribers LTV vs. LTV Customers Who Don’t Read / Subscribe • Content Customer Retention Rate vs. Non-Content Customers • Revenue per Content Customer vs. Non-Content Customers Subscribers spend 2x more (LTV) and become 3x more loyal customers (Retention)
  70. Lifetime Value: Content consumers spend more and are more loyal customers. Shane Jordan Digital Marketing Manager Blue Cross BlueShield of Alabama
  71. My Free Gift to you: http://bit.ly/content-formula
  72. Michael Brenner CEO, Marketing Insider Group @BrennerMichael Thank you!

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