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
- 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
- 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)
- 32. IMAGINE: You show up first in Google
- 33. Reach early stage buyers Engage new buyers with your brand Conversions you would have never reached = $ The Business Case
- 34. 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
- 35. Content Marketing KPI Dashboard DOWNLOAD: http://bit.ly/brenner-dashboard
- 36. Content Marketing Success Success Building a Successful Content Strategy Companies Doing It RightProducing The Right Content On Any Size Budget
- 37. 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
- 38. 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
- 39. When Michael thinks about how hard / expensive content marketing is . . .
- 40. But then realizes there are 17 tips for content marketing on ANY size budget!
- 41. 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? ____________ ____________ ____________ ____________
- 43. 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
- 47. 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
- 48. 4. Create Content That Your Audience Shares
- 49. 5. Cover Content From Top Sources
- 50. 6. Ask Influencers For Help Creating Content
- 51. 7. Turn Executive Presentations Into Slideshares
- 52. 8. Use Exec Speaker Notes To Write Articles
- 53. 9. Use Slideshare + Speaker Notes To Create YouTube Videos
- 54. 10. Turn Prospect FAQs Into Articles
- 55. 11. Turn Sales FAQs Into Articles
- 56. 12. Turn Your Email Outbox Into Articles
- 57. 13. Turn YouTube Videos Into Articles http://wistia.com/library/shooting-video-with-an-iphone Wistia: How To Shoot Video With an iPhone
- 58. 14. Turn Whitepapers Into Articles (And link to the landing page)
- 59. 15. Create a List of Top Influencers, Predictions, Tools, Books, Apps, Events
- 60. 16. Write About Your Competitors (You can rank for their search terms)
- 61. 17. Cover Other People’s Infographics, Videos
- 64. Content Marketing Success Building a Successful Content Strategy Companies Doing It RightUtilizing Content Across the Buyer Journey
- 65. IMAGINE: You own the category www.makeup.com -- (owned by L’Oreal)
- 66. IMAGINE: You own the category http://businessintelligence.com/ -- (owned by Domo)
- 67. IMAGINE: You own the target audiencewww.CMO.com -- owned by Adobe
- 68. IMAGINE: Marketing that attracts new buyers AMEX OPEN Forum is the largest source of new leads for AMEX’s Small Business Division
- 69. IMAGINE: Answering ALL Your Customers’ “How To” Questions Like https://wistia.com/library
- 70. http://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/ 99+ Amazing Examples of Content Marketing
- 71. On-Domain AND Separate URL? http://blog.casper.com/ http://vanwinkles.com/
- 72. On-Domain or Separate URL?
- 73. 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
- 74. Less likely to click on a banner than… Marketing Has A Marketing Problem
- 75. Content Marketing Helps People Helps Your Business On Any Size Budget
- 76. Michael Brenner CEO of Marketing Insider Group, Co-author of The Content Formula @BrennerMichael. Book me to speak! michael@marketinginsidergroup.com
Editor's Notes
- Core components the way we need to think. We need to think different.
- The secret to content marketing is that its not that hard. There are obstacles, but what we’re going to do is give you our secrets and let you know what’s worked for other brands to drive a content marketing strategy.
- The secret, content marketing is relatively simple. The buyer journey is just a series of question to be answered and we as brands have a role to play. Its simply to answer the customer questions.
- Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.
- Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.
- Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.
- Publishing content every day is essential to customer acquisition. A recent Hubspot study found that 82% of marketers who blog daily acquired a customer using their blog vs. 57% of marketers who blog monthly. (Hubspot, 2013) The bottom line is that the more you publish, the more traffic you get, which directly correlates to customer acquisition.
- This slide is just a reference check following group discussion on ideas