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Content Marketing ROI - Brenner 2019

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Start Showing Your Content Marketing ROI Today - presentation in Stockholm, April 11, 2019

Published in: Marketing
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Content Marketing ROI - Brenner 2019

  1. Michael Brenner CEO, Marketing Insider Group Co-Author, The Content Formula and Digital Marketing Growth Hacks @BrennerMichael
  2. IN THE LAST 15 YEARS, 52% OF FORTUNE 500 COMPANIES HAVE DISAPPEARED 1955 Average life expectancy 75 Years 2015 Average life expectancy 15 Years
  3. LinkedIn 2003 Facebook 2006 iPhone 2007 Snapchat 2011
  4. @BrennerMichael
  5. BABIES KITTENS AND . . . Source: Giphy @BrennerMichael
  6. Marketing Has a Marketing Problem @BrennerMichael
  7. Chief Growth Officer: Sales -2% / -7% “In order to make people love Coca-Cola we need to show ads of people who love drinking Coca-Cola.” Source: AdAge
  8. NOT HAPPY ONLY 20% NOT SATISFIED WITH COO / CFO / CIO / CHRO ~ FOURNAISE GROUP
  9. Hey CEO, what should Marketing DO? • GROWTH • REVENUE • ROI
  10. “I want a new logo.” @BrennerMichael CEO
  11. “We need a new brochure, and…” @BrennerMichael Sales
  12. “Let’s run some ad campaigns!” @BrennerMichael Marketing
  13. “We need to recruit some nice people.” @BrennerMichael HR
  14. “Keep costs down!” “Comply with this new procedure!” @BrennerMichael
  15. “We need more content!”
  16. “What’s the ROI?” @BrennerMichael CEO
  17. Marketing With Content Is Not The Same Thing As Content Marketing @BrennerMichael
  18. 60-70% of the content we create goes completely unused. @BrennerMichael
  19. 56% of Demand Generation campaigns don’t produce any measurable demand. @BrennerMichael
  20. @BrennerMichael
  21. Behind every bad Marketing idea is an executive who asked for it. @BrennerMichael
  22. CharityBusiness Instinct Content Marketing What We Publish What Customers Want Empathy
  23. Content Marketing What We Publish What Customers Want Empathy
  24. @BrennerMichael
  25. Content Marketing Programs Are Digital Assets With Real Value That Grows Over Time @BrennerMichael
  26. - 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 Traffic #Articles Content Marketing Revenue R E T U R N à I N V E S T M E N T à
  27. Your Target Personas Your Audience’s Interests What Your Audience Values interests Who are they? What do they care about? Focus more here @BrennerMichael
  28. Corporate Websites Are (Finally) Changing . . . 10M 25M
  29. RETAIN CONVERT ENGAGE REACH @BrennerMichael
  30. 7 X Return On Investment $100,000 Budget $1 Million in search traffic $250,000 in email list growth $540,000 in lead conversion to sales $790,000 in Direct ROI Value https://thecontentformula.com/
  31. Sr. Director, Content Cleveland Clinic
  32. Sr. Director, Content Cleveland Clinic
  33. @BrennerMichael MISSION: To improve people’s lives whether you could become a patient of ours or not
  34. 0 100 200 300 400 500 600 A FEW TIMES A YEAR < MONTHLY 1-2X PER MONTH 1-2X PER WEEK 1 PER DAY MORE THAN 1 PER DAY TRAFFIC / CONVERSIONS BY PUBLISHING CADENCE INDEXEDTRAFFIC Frequently
  35. www.health.clevelandclinic.org
  36. 1 article / day 4.5 years
  37. @BrennerMichael
  38. What if we re- define the role of marketing? @BrennerMichael
  39. CMO, JLL (Jones, Lang, LaSalle)
  40. Our Ads: Ignored Our Content: Isn’t Used Our Campaigns: No Leads Our Buyers: Looking For Help @BrennerMichael
  41. Product Marketing Demand / Lead Generation Advertising / PR / Comms Content & Campaigns Marketing Ops (Tech + Analytics) The Business (CEO, CFO, CRO, COO, CHRO) Product Sales The Modern Marketing Organization
  42. Product Marketing Demand / Lead Generation Advertising / PR / Comms Content Marketing = Storytelling Marketing Ops (Tech + Analytics) The Business (CEO, CFO, CRO, COO, CHRO) The Customer Product Sales The CMO = Chief Storyteller
  43. Employee Sharing Generates Higher CTR Than Any Paid Media
  44. Help them tell / share their stories! @BrennerMichael
  45. storytellers Jill Kouri CMO, JLL
  46. Jill Kouri
  47. @BrennerMichael This is true for everyone. So what gets in the way?
  48. @BrennerMichael
  49. 32% employees “engaged” 51% employees “disengaged” 17% “actively disengaged” ~ Gallup
  50. @BrennerMichael
  51. @BrennerMichael Customer
  52. @BrennerMichael Customer What’s In It For The Customer?
  53. HOW DO WE GET EVERYONE ON BOARD?
  54. Marketing Manager CapGemini Annual Goal: 1. Increase Revenue 2. Elevate our Experts
  55. P h i l M i c k e l s o n C h r i s t e l B o e l j o n T i g e r W o o d s
  56. Sponsor a Golfer? Sponsor a Golfer!!! Pushed back
  57. @BrennerMichael Customer What’s In It For The Customer?
  58. Ask: 0.1% sponsorship Goal: 1. Raise Awareness 2. Elevate Experts Measure: 1M visitors @BrennerMichael
  59. Ask: 0.1% sponsorship Goal: 1. Raise Awareness 2. Elevate Experts Result: 1M+ visitors Result: $1 Million in Sales @BrennerMichael @BrennerMichael
  60. Sponsor a Golfer? Sponsor a Golfer!!! Pushed back (again)
  61. Quizzes Articles News Infographics Social Content How-To Guides Video Whitepapers Webinars Podcasts Events Newsletters Customer Profiles CONTENT MARKETING PRODUCT MARKETING & ADVERTISING Case studies Product content Offers Brochures Customer Testimonials Ads 5 15 80 100 10 1CONSIDERATION AWARENESS DECISION Map Content
  62. Results : $24 Million in Sales @BrennerMichael Ask: Double the budget Measure: Double Awareness and Sales
  63. RETAINCONVERTENGAGEREACH UpsellsEVENTS Unbranded Search Traffic Retention RateLEADS Organic Search Traffic Subscriptions @BrennerMichael $350,000 $500,000 $24M 10x - Priceless
  64. @BrennerMichael Customers Frequency Map Content ROI storytellers Business Case
  65. The Hero of This Story Is You! @BrennerMichael
  66. Thank You! Michael Brenner CEO, Marketing Insider Group Co-Author, The Content Formula and Digital Marketing Growth Hacks @BrennerMichael

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