Content Marketing Strategy For Any
Size Budget Michael Brenner CEO, Marketing Insider Group Co-Author, The Content Formula @BrennerMichael

Marketing Has A
Marketing Problem

What’s The ROI?

What’s The ROI?

What’s The ROI?

WHAT IS GOING ON?

“We need to stop interrupting
what people are interested in and be what people what they are interested in. ”

The Promise of Content Marketing:
To earn your audience . . . . . . versus buying it!

Content Marketing Success Building a
Successful Content Strategy Companies Doing It RightProducing The Right Content On Any Size Budget

1

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

Thinking Like A Teacher Acting
Like A Publisher Content Marketing What Brands Publish What Customers Want Business Instinct CharityEmpathy

Content Marketing Maturity Curve Publish
content to primary channel Distribute content to earned media Distribute content to paid media Measure ROI of content marketing Optimize subscribers, ROI Map content to buyer journey “The Buyer Journey is nothing more than a series of questions that must be answered.” ~ IDC

Key Factors To Content Marketing
Success: 1. Documented content marketing strategy 2. Someone accountable for content 3. Content mapped to the buyer journey 4. Consistently publish quality content 5.Integrated Paid, Owned, and Earned Media 6. Focus on Content Subscribers 7. Tracking Content Marketing ROI

Give Yourself a Grade .
. Best Practice R Y G Documented content marketing strategy? Someone accountable for content Content hub maps to the buyer journey Publishing quality, volume and variety Social activation of content Paid distribution Focus on Content Subscriptions Measurement template / ROI defined Overall: D

Content Marketing Success Success Building
a Successful Content Strategy Companies Doing It RightProducing The Right Content On Any Size Budget

The Content Marketing Framework Download
http://bit.ly/cm_roadmap

Roadmap to Success
Download
http://bit.ly/brenner_roadmap

Key Factors To Content Marketing
Success: 1.Documented content marketing strategy 2.Someone accountable for content 3.Content mapped to the buyer journey 4.Consistently publish quality content 5.Integrated Paid, Owned, and Earned Media 6.Focus on Content Subscribers 7.Tracking Content Marketing ROI

Why is it Important to
Have a Documented Content Marketing Strategy? Source: CMI and MarketingProfs

Content Marketing Mission Statement AmEx
Open Forum Initial Mission: “Help Small Businesses Do More Business.” Outcome: The largest source of inbound leads.

What Is Your Content Marketing
Mission Statement? Become the premier destination for [target audience] interested in [topics] to help them [customer value].

Show me the money!

60-70% of Marketing Content Goes
Completely Unused. *Sirius Decisions

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

Content Marketing programs are assets
with real value that grows over time. Need proof . . .

- 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 Pageviews #Articles COMPOUNDING RETURN OF CONTENT MARKETING _________ Leads

If The Math Doesn’t Help

Try Fear (And Love)

IMAGINE: You show up first
in Google

Reach early stage buyers Engage
new buyers with your brand Conversions you would have never reached = $ The Business Case

Paid vs. Organic Search Traffic
Brand Awareness Organic Search Share of Voice Unbranded Search Traffic Cost per Lead Conversions Total Conversions % of Leads Sourced by Content Marketing Time on Site Brand Health Social Shares Subscriptions Repeat Visitors Bounce Rate Retention Rate Upsells Retention KPI Framework

Content Marketing KPI Dashboard DOWNLOAD:
http://bit.ly/brenner-dashboard

Content Marketing Success Success Building
a Successful Content Strategy Companies Doing It RightProducing The Right Content On Any Size Budget

0 10 0 200 300
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 Hubspot 2014 The Importance of Volume

Page 26 Volume Number of
posts on the topic Value The best answer on the internet Variety Text, images, video, slides How To Rank For SEO

When Michael thinks about how
hard / expensive content marketing is . . .

But then realizes there are
17 tips for content marketing on ANY size budget!

Your Target Personas Your Audiences
Interests What You Should Create Content About Focus more here 1. Focus On Your Audience’s Interests What topics do they care about? ____________ ____________ ____________ ____________ ____________ What channels do they use? ____________ ____________ ____________ What content do they share? ____________ ____________ ____________ ____________

Your Customers Middle Early What
is / are? Why important? Late Who? How much? Where? 1 StagePersona Questions / Concerns Keyword Index 100 How to? 10 2. Answer Your Buyers’ Questions

AnswerThePublic
Keywordtooldominator.com
Ubersuggest.io
Keywordtool.io

Product content Offers Brochures Customer
Testimonials Case studies BRAND MARKETING CONTENT MARKETING 3. Create The Content Your Buyers Want Articles News Quizzes Infographics Social Content Video Whitepapers Webinars Events Newsletters How-To Guides Customer Profiles 100 10 1 5 15 80

4. Create Content That Your
Audience Shares

5. Cover Content From Top
Sources

6. Ask Influencers For Help
Creating Content

7. Turn Executive Presentations Into
Slideshares

8. Use Exec Speaker Notes
To Write Articles

9. Use Slideshare + Speaker
Notes To Create YouTube Videos

10. Turn Prospect FAQs Into
Articles

11. Turn Sales FAQs Into
Articles

12. Turn Your Email Outbox
Into Articles

13. Turn YouTube Videos Into
Articles http://wistia.com/library/shooting-video-with-an-iphone Wistia: How To Shoot Video With an iPhone

14. Turn Whitepapers Into Articles
(And link to the landing page)

15. Create a List of
Top Influencers, Predictions, Tools, Books, Apps, Events

16. Write About Your Competitors
(You can rank for their search terms)

17. Cover Other People’s Infographics,
Videos

Bonus #18. RANTS!

Source: http://www.slideshare.net/DigitalMktr/the-ultimate-list-of-blog-post-ideas-infographic
Wait!
There’s
More?

Content Marketing Success Building a
Successful Content Strategy Companies Doing It RightUtilizing Content Across the Buyer Journey

IMAGINE: You own the category
www.makeup.com -- (owned by L’Oreal)

IMAGINE: You own the category
http://businessintelligence.com/ -- (owned by Domo)

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

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

IMAGINE: Answering ALL Your Customers’
“How To” Questions Like https://wistia.com/library

http://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/ 99+ Amazing Examples of
Content Marketing

On-Domain AND Separate URL? http://blog.casper.com/
http://vanwinkles.com/

On-Domain or Separate URL?

CapGemini Content-Loop.com • Linked Sponsored
updates • Drives to branded Content Loop • Offers to deeper content • Recommendations to connect with experts Results: ~1M visitors / year + 3K new L-In followers / week + High Quality Leads + Sales / ROI

Less likely to click on
a banner than… Marketing Has A Marketing Problem

Content Marketing Helps People Helps
Your Business On Any Size Budget

Michael Brenner CEO of Marketing
Insider Group, Co-author of The Content Formula @BrennerMichael. Book me to speak! michael@marketinginsidergroup.com