This is me 20 pounds, I mean 20 years ago, at College Graduation. I went to school to study business but then changed my major to English Lit because I was fascinated by the art of storytelling. I still wanted to follow my career ambitions by working in the business field but felt even then that communications was the key to business success. It’s 1994 and a company named Mosaic changed it’s name to Netscape and released the first web browser. At this time, there were 1,000 connected computers in the early world wide web. In just a few short years, that number went from millions to the billions of connected devices we have today.
Fast forward to today. And it’s content and accessibility that is driving the world, not the Internet. Marketers, publishers and agencies are no longer in control. The consumer is…we have each become our own network hubs.
These are my children. The oldest there in the middle is Linkedin, to the left is my other daughter Facebook. To the right is my son Twitter and my youngest is G+. Aren’t they cute. I’m so proud of them. They have literally and drastically changed my world in just a few short years.
We’ve all asked the question, why content marketing?
To set the stage, there’s been a fundamental shift in the way we as consumers consume and share content. Momentous amount of content being created, consumed and shared. An amazing amount of content, the real question is how does a brand stand apart?
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.
MARKETING INSIDER GROUP WARNING: Maturity
Audiences Only! 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 Where do you fall on the content marketing maturity curve? Documented content marketing strategy @BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP Early-stage Searches
Middle-stage Brand Searches Search/SocialVolume 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) Are you answering your customers’ questions? @BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP Reach early
stage buyers Engage new buyers with your brand Conversions you would have never reached = $ Build The Business Case @BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP The average
click-through rate of display ads is 0.1%. (DoubleClick).1% 8% Only 8% of internet users account for 85% of clicks on display ads (and some aren’t even humans!) (comScore) 50% About 50% of clicks on mobile ads are accidental (GoldSpot) Reallocate Budget From Low Performing Marketing Programs (Advertising?) @BrennerMichael #MarketingUnited
OPP (OPC) •Act as a
journalists at events •Customer Service / Sales FAQs •Cover competitor and industry research •Ask 2nd-tier influencers to share their work How To Do Content Marketing Without A Budget? @BrennerMichael #MarketingUnited
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? @BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP 0 5,000
10,000 15,000 20,000 25,000 30,000 35,000 Traffic from Organic, Social & Referrals Organic Social SAP Owned Referrals Reach and Engagement We Would Have Never Seen @BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP 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 + High Quality Leads + Sales / ROI
MARKETING INSIDER GROUP Subscribers are
9x more likely to convert than non-subscribers Subscribers Are The Key B2B buyers engage with 20 pieces of content on average, and 90% comes via their inbox @BrennerMichael #MarketingUnited
MARKETING INSIDER GROUP Paid vs.
Organic Search Traffic REACH Organic Search Share of Voice Unbranded Search Traffic LEADS CONVERT OTHER CONVERSIONS SUBSCRIBERS Time on Site ENGAGE Social shares Subscriptions Bounce rate Retention Rate Upsells RETAIN The Power of Subscriptions @BrennerMichael #MarketingUnited