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How To Create B2B Content That Converts

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At Emma's #MarketingUnited conference I presented tips on how to create B2B Content Marketing programs that convert to leads and sales.

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How To Create B2B Content That Converts

  1. MARKETING INSIDER GROUP How To Create B2B Content That Converts Michael Brenner CEO, Marketing Insider Group @BrennerMichael #MarketingUnited
  2. MARKETING INSIDER GROUP Me, 20 pounds years ago @BrennerMichael #MarketingUnited
  3. MARKETING INSIDER GROUP Today we are all connected @BrennerMichael #MarketingUnited
  4. @BrennerMichael #MarketingUnited
  5. What is the ROI? The First Banner Ad (1994) @BrennerMichael #MarketingUnited
  6. @BrennerMichael #MarketingUnited
  7. MARKETING INSIDER GROUP Less likely to click on a banner than… @BrennerMichael #MarketingUnited
  8. MARKETING INSIDER GROUP WHAT IS GOING ON? @BrennerMichael #MarketingUnited
  9. Marketing Has A Marketing Problem @BrennerMichael #MarketingUnited
  10. All Marketing should be tied to a business case that sales and executives can understand. @BrennerMichael #MarketingUnited
  11. MARKETING INSIDER GROUP Content marketing trends
  12. MARKETING INSIDER GROUP
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  14. MARKETING INSIDER GROUP
  15. MARKETING INSIDER GROUP
  16. MARKETING INSIDER GROUP “We need to stop interrupting what people are interested in and start creating what they are interested in. ” @BrennerMichael #MarketingUnited
  17. MARKETING INSIDER GROUP
  18. MARKETING INSIDER GROUP 1 @BrennerMichael #MarketingUnited
  19. MARKETING INSIDER GROUP The buyer journey is nothing more than a series of questions that must be answered. ~ IDC @BrennerMichael #MarketingUnited
  20. MARKETING INSIDER GROUP@BrennerMichael #MarketingUnited
  21. MARKETING INSIDER GROUP Content Marketing Requires Empathy Content Marketing What Brands Publish What Customers Want Business Instinct CharityEmpathy @BrennerMichael #MarketingUnited
  22. MARKETING INSIDER GROUP@BrennerMichael #MarketingUnited
  23. MARKETING INSIDER GROUP of marketing content goes completely unused? 60-70% How do we help answer our buyers' questions when @BrennerMichael #MarketingUnited
  24. MARKETING INSIDER GROUP Behind every piece of bad content is an executive who asked for it. @BrennerMichael #MarketingUnited
  25. MARKETING INSIDER GROUP PUSH BACK by asking WHY? @BrennerMichael #MarketingUnited
  26. MARKETING INSIDER GROUP The Art of Buyer Attraction Digital Analytical Reach Conversion Target Position Message Focus on Results Focus on Activities Focus Skills@BrennerMichael #MarketingUnited
  27. MARKETING INSIDER GROUP IMAGINE: We show up first in Google @BrennerMichael #MarketingUnited
  28. MARKETING INSIDER GROUP IMAGINE: We own the category www.makeup.com -- (owned by L’Oreal) @BrennerMichael #MarketingUnited
  29. MARKETING INSIDER GROUP IMAGINE: We own the target audience www.CMO.com -- owned by Adobe @BrennerMichael #MarketingUnited
  30. MARKETING INSIDER GROUP IMAGINE: Marketing that attracts new buyers AMEXOPEN Forum is the largest source of new leads for AMEX’s Small Business Division @BrennerMichael #MarketingUnited
  31. MARKETING INSIDER GROUP Content Marketing programs are assets with real value that grows over time. Need proof . . . @BrennerMichael #MarketingUnited
  32. MARKETING INSIDER GROUP - 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 Effect Of Publishing Helpful Content @BrennerMichael #MarketingUnited
  33. 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
  34. MARKETING INSIDER GROUP Content Marketing Institute / Marketing Profs @BrennerMichael #MarketingUnited
  35. MARKETING INSIDER GROUP PART ONE Build The Business Case BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS 1 Three Steps To B2B Content That Converts
  36. MARKETING INSIDER GROUP How Do You Sell Empathy To Executives Who Don’t Have Any? @BrennerMichael #MarketingUnited
  37. MARKETING INSIDER GROUP@BrennerMichael #MarketingUnited
  38. MARKETING INSIDER GROUP Cluster Brand? Total Monthly Searches (est.) Analytics Brand 458 30,000 XAnalytics Non-Brand 1,520,761 Cloud Brand 398 10,000 XCloud Non-Brand 578,460 Big Data Brand 28,884 218 XBig Data Non-Brand 470,967 Mobility Brand 12,488 28 XMobility Non-Brand 345,598 CRM/Sales Brand 156,028 40 XCRM/Sales Non-Brand 6,313,329 Accounting. Finance Brand 30,497 24 XAccounting. Finance Non-Brand 720,493 TOTAL Brand 1,688,883 130 XTOTAL Non-Brand 130,616,715 Push Back With Data
  39. MARKETING INSIDER GROUP Push Back With Data @BrennerMichael #MarketingUnited
  40. Product Content Offers Brochures Customer Testimonials Case Studies PRODUCT MARKETING CONTENT MARKETING Map Content To The Buyer Journey Blogs Quizzes News Infographics Social Content Video Whitepapers Webinars Events Newsletters How-To Guides Customer Profiles 100 10 1 @BrennerMichael #MarketingUnited
  41. MARKETING INSIDER GROUP Late-Stage Content 66%Early-Stage 6% Middle-Stage Content 28% @BrennerMichael #MarketingUnited
  42. MARKETING INSIDER GROUP Content Used 44% Content Not Used 56% @BrennerMichael #MarketingUnited
  43. 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
  44. 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
  45. MARKETING INSIDER GROUP PART TWO Find The Budget BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS 2 Three Steps To B2B Content That Converts
  46. MARKETING INSIDER GROUP Content Used 30% Content Not Used 70% 60% -70% of Content Goes Completely Unused* $100 Billion Opportunity** **Source: Econsultancy * Source: Sirius Decisions = $ @BrennerMichael #MarketingUnited
  47. MARKETING INSIDER GROUP What Do You Spend On Paid Search Because You Don’t Rank Organically? =$
  48. 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
  49. MARKETING INSIDER GROUP Run CRM ROI Report. Rank Low to High =$ @BrennerMichael #MarketingUnited
  50. MARKETING INSIDER GROUP How To Do Content Marketing Without A Budget
  51. MARKETING INSIDER GROUP How To Do Content Marketing Without A Budget
  52. MARKETING INSIDER GROUP How To Do Content Marketing Without A Budget
  53. Re-Purpose •Executive PowerPoints •Whitepapers •Customer Service and Sales FAQs •Your emails = answers How To Do Content Marketing Without A Budget? @BrennerMichael #MarketingUnited
  54. 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
  55. 56
  56. 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
  57. 58 Keywordtooldominator.com Ubersuggest.io Keywordtool.io
  58. MARKETING INSIDER GROUP PART THREE Measure Results BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS 3 Three Steps To B2B Content That Converts
  59. MARKETING INSIDER GROUP SAP Digitalist Magazine @BrennerMichael #MarketingUnited
  60. MARKETING INSIDER GROUP SAP Digitalist Magazine To help executives understand how technology drives business innovation. @BrennerMichael #MarketingUnited
  61. 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
  62. MARKETING INSIDER GROUP Reach, Engagement, Conversions We Would Have Never Seen @BrennerMichael #MarketingUnited
  63. MARKETING INSIDER GROUP Lyly Lepinay – Group Digital Content Marketing Manager, Capgemini @BrennerMichael #MarketingUnited
  64. 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
  65. 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
  66. 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
  67. MARKETING INSIDER GROUP Lifetime Value: Content consumers spend 2x more and are 3x more loyal. Shane Jordan Digital Marketing Manager Blue Cross BlueShield of Alabama
  68. MARKETING INSIDER GROUPBUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS My Free Gift To You: http://bit.ly/content-formula
  69. MARKETING INSIDER GROUP Thank you! Michael Brenner CEO, Marketing Insider Group @BrennerMichael

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