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Content Marketing Strategy For Any Size Budget Michael Brenner CEO, Marketing Insider Group Co-Author, The Content Formula...
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 An...
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 Instinc...
Content Marketing Maturity Curve Publish content to primary channel Distribute content to earned media Distribute content ...
Key Factors To Content Marketing Success: 1. Documented content marketing strategy 2. Someone accountable for content 3. C...
Give Yourself a Grade . . Best Practice R Y G Documented content marketing strategy? Someone accountable for content Conte...
Content Marketing Success Success Building a Successful Content Strategy Companies Doing It RightProducing The Right Conte...
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.Cont...
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: Th...
What Is Your Content Marketing Mission Statement? Become the premier destination for [target audience] interested in [topi...
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-...
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 Conve...
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 Conte...
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...
Page 26 Volume Number of posts on the topic Value The best answer on the internet Variety Text, images, video, slides How ...
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 Audien...
Your Customers Middle Early What is / are? Why important? Late Who? How much? Where? 1 StagePersona Questions / Concerns K...
AnswerThePublic Keywordtooldominator.com Ubersuggest.io Keywordtool.io
Product content Offers Brochures Customer Testimonials Case studies BRAND MARKETING CONTENT MARKETING 3. Create The Conten...
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 W...
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 Buye...
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 D...
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 Ma...
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 • Recomm...
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! michae...
Content Marketing Tips For Any Size Budget
Content Marketing Tips For Any Size Budget
Content Marketing Tips For Any Size Budget
Content Marketing Tips For Any Size Budget
Content Marketing Tips For Any Size Budget
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Content Marketing Tips For Any Size Budget

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Content marketing is the only effective way to reach, engage, and convert new customers to your business. But what if you don't have any budget to get it done? In this presentation at MarketingProfs B2B Forum, I provided 17 tips for content marketing on any size budget.

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Content Marketing Tips For Any Size Budget

  1. Content Marketing Strategy For Any Size Budget Michael Brenner CEO, Marketing Insider Group Co-Author, The Content Formula @BrennerMichael
  2. Marketing Has A Marketing Problem
  3. What’s The ROI?
  4. What’s The ROI?
  5. What’s The ROI?
  6. WHAT IS GOING ON?
  7. “We need to stop interrupting what people are interested in and be what people what they are interested in. ”
  8. The Promise of Content Marketing: To earn your audience . . . . . . versus buying it!
  9. Content Marketing Success Building a Successful Content Strategy Companies Doing It RightProducing The Right Content On Any Size Budget
  10. 1
  11. “The buyer journey is nothing more than a series of questions that must be answered. ”
  12. Thinking Like A Teacher Acting Like A Publisher Content Marketing What Brands Publish What Customers Want Business Instinct CharityEmpathy
  13. 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
  14. 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
  15. 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
  16. Content Marketing Success Success Building a Successful Content Strategy Companies Doing It RightProducing The Right Content On Any Size Budget
  17. The Content Marketing Framework Download http://bit.ly/cm_roadmap
  18. Roadmap to Success Download http://bit.ly/brenner_roadmap
  19. 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
  20. Why is it Important to Have a Documented Content Marketing Strategy? Source: CMI and MarketingProfs
  21. Content Marketing Mission Statement AmEx Open Forum Initial Mission: “Help Small Businesses Do More Business.” Outcome: The largest source of inbound leads.
  22. What Is Your Content Marketing Mission Statement? Become the premier destination for [target audience] interested in [topics] to help them [customer value].
  23. Show me the money!
  24. 60-70% of Marketing Content Goes Completely Unused. *Sirius Decisions
  25. Behind every piece of bad content is an executive who asked for it.
  26. Content Marketing programs are assets with real value that grows over time. Need proof . . .
  27. - 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
  28. If The Math Doesn’t Help
  29. Try Fear (And Love)
  30. IMAGINE: You show up first in Google
  31. Reach early stage buyers Engage new buyers with your brand Conversions you would have never reached = $ The Business Case
  32. 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
  33. Content Marketing KPI Dashboard DOWNLOAD: http://bit.ly/brenner-dashboard
  34. Content Marketing Success Success Building a Successful Content Strategy Companies Doing It RightProducing The Right Content On Any Size Budget
  35. 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
  36. 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
  37. When Michael thinks about how hard / expensive content marketing is . . .
  38. But then realizes there are 17 tips for content marketing on ANY size budget!
  39. 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? ____________ ____________ ____________ ____________
  40. 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
  41. AnswerThePublic Keywordtooldominator.com Ubersuggest.io Keywordtool.io
  42. 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
  43. 4. Create Content That Your Audience Shares
  44. 5. Cover Content From Top Sources
  45. 6. Ask Influencers For Help Creating Content
  46. 7. Turn Executive Presentations Into Slideshares
  47. 8. Use Exec Speaker Notes To Write Articles
  48. 9. Use Slideshare + Speaker Notes To Create YouTube Videos
  49. 10. Turn Prospect FAQs Into Articles
  50. 11. Turn Sales FAQs Into Articles
  51. 12. Turn Your Email Outbox Into Articles
  52. 13. Turn YouTube Videos Into Articles http://wistia.com/library/shooting-video-with-an-iphone Wistia: How To Shoot Video With an iPhone
  53. 14. Turn Whitepapers Into Articles (And link to the landing page)
  54. 15. Create a List of Top Influencers, Predictions, Tools, Books, Apps, Events
  55. 16. Write About Your Competitors (You can rank for their search terms)
  56. 17. Cover Other People’s Infographics, Videos
  57. Bonus #18. RANTS!
  58. Source: http://www.slideshare.net/DigitalMktr/the-ultimate-list-of-blog-post-ideas-infographic Wait! There’s More?
  59. Content Marketing Success Building a Successful Content Strategy Companies Doing It RightUtilizing Content Across the Buyer Journey
  60. IMAGINE: You own the category www.makeup.com -- (owned by L’Oreal)
  61. IMAGINE: You own the category http://businessintelligence.com/ -- (owned by Domo)
  62. IMAGINE: You own the target audiencewww.CMO.com -- owned by Adobe
  63. IMAGINE: Marketing that attracts new buyers AMEX OPEN Forum is the largest source of new leads for AMEX’s Small Business Division
  64. IMAGINE: Answering ALL Your Customers’ “How To” Questions Like https://wistia.com/library
  65. http://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/ 99+ Amazing Examples of Content Marketing
  66. On-Domain AND Separate URL? http://blog.casper.com/ http://vanwinkles.com/
  67. On-Domain or Separate URL?
  68. 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
  69. Less likely to click on a banner than… Marketing Has A Marketing Problem
  70. Content Marketing Helps People Helps Your Business On Any Size Budget
  71. Michael Brenner CEO of Marketing Insider Group, Co-author of The Content Formula @BrennerMichael. Book me to speak! michael@marketinginsidergroup.com

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