How To Measure The ROI of Content Marketing

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How To Measure
Your Content Marketing
Calculate the ROI of Content Marketing & Never Waste Money Again
Michael Brenner
CEO, Marketing Insider Group
@BrennerMichael

Life is short
Your business “life” is even shorter

Life is short
Your business “life” is even shorter
STOP doing stuff that
doesn’t make an impact!

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
Marketing ROI
is the #1 Objective
for Marketers in 2016
Documented
content marketing
strategy

PART ONE
/ Build The
Business Case
BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
1

CEOs and
Boards will no
longer accept
marketing that
doesn’t deliver
results!

Marketing Has A
Marketing Problem

What is the ROI?
The First Banner Ad
(1994)

Less likely
to click on a
banner than…

We need to stop interrupting what
people are interested in and
be what people are interested in!
Earn Your Audience’s Attention
vs.
Buying or Interrupting it.

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

2011: SAP launches major new product
Marketing Budgets
Marketing Contribution

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
Tried To Build The Business Case With Data

Our Website: Talking To Ourselves

Click to edit Master subtitle styleLate-Stage Content
66%Early-Stage Content
6%
Middle-Stage Content
28%

The Math Didn’t Help

The Power of Fear

IMAGINE: We show up first in Google

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

IMAGINE: We own the target audience
www.CMO.com -- owned by Adobe

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

Content Marketing Requires Empathy
Content
Marketing
What
Brands
Publish
What
Customers
Want
Business Instinct CharityEmpathy

BUT: We had no budget
Engagement?
99% Bounce Rate
How Much COST?
$200,000
Search Traffic?
0, None, Nada, Zip
Social Shares?
Also ZERO
Conversions?
“This is an awareness
campaign”

SAP Digitalist Magazine
To help executives understand how technology drives business innovation.
Engagement?
70%
How Much COST?
$100,000
Half the ad budget
Search Traffic?
50%
Social Shares?
10%
Conversions?
~1,000 in year 1

0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Organic Traffic / Social Traffic / Leads
Reach and Engagement We Would Have
Never Seen

SAP Digitalist Mag Gets More Engagement Than Fortune,
Fast Company and more…

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

How Much Early-Stage Search Traffic
Comes To Your Website?

CONTENT MARKETING
Articles
News
Infographics
Social Content
Quizzes
Video
Whitepapers
Webinars
Podcasts
How-To Guides
Events
Newsletters
Customer Profiles
PRODUCT MARKETING
Product content
Offers
Brochures
Customer Testimonials
Case studies
Ads
Are You Creating Content People Actually Want?
100
1
10
5
15
80

Early-stage Searches
Middle-stage
Brand Searches
Search/SocialVolume
What is Content Marketing?
(100 - 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?

Click to edit Master subtitle styleYour
Customers Middle
Early
What is / are?
Why important
Late
Who?
How much?
Where?
1
StagePersona Questions / Concerns Keyword Index
100
How to?
10
Content Marketing is as simple as
answering your customers’ top questions

PART TWO
/ Find The
Budget
2

Marketers Love Buying Tactics

The Explosion of
Marketing Channels

What’s The ROI of
logos on
stadiums?@BrennerMichael
#BMA16

60-70% of marketing content
goes completely unused.
*Sirius Decisions

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

The Easiest Way To
Find Budget For Content
Marketing . . .

STOP Creating
Content No One
Wants

Content
Used
30%
Content
Not
Used
70%
Content Waste is a
$100 Billion Opportunity*
* Source: Econsultancy
= $

Excuse me boss but. . .
Why does this matter?
What is the impact?
How will it be measured?

Which Marketing Programs Produce Zero
Measurable Results?
=$

The average click-through rate of display ads
(DoubleClick).06%
10% Banner ad clicks by Bots
(comScore)
50% Clicks on mobile ads that are accidental
(GoldSpot)
What Can We Stop? Banner Ads?

What Do You Spend On Paid Search Because
You Don’t Rank Organically?
=$

Advertising Partnership Can Fund Content Marketing
Saved / invested in content marketing platform
$100,000 / $100,000
Reach, Engagement and LEADS SAP would have
never seen.
1,000,000 Organic Visitors
10,000 Subscribers
1,000 Leads

MARKETING INSIDER GROUP
How To Do Content Marketing Without A Budget?

MARKETING INSIDER GROUP
What is “Guerilla” Marketing?

Re-Purpose
•Executive PowerPoints
•Whitepapers
•Customer Service and Sales FAQs
•Your emails = answers
@BrennerMichael

OPP (OPC)
•Act as a journalists at events
•Cover competitor and industry research
•Ask 2nd-tier influencers to share their work
@BrennerMichael

Create Stuff Easy
• Create a list of top influencers
• best conferences
• best quotes
• best stats in your industry
• Extract the expertise inside your company
• What is…
• Why is this important...
• How to achieve success with ...
@BrennerMichael

PART
THREE
/ Measure
Results
3

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

http://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/
The Difference Between “Content”
and “Content Marketing” is the Destination

ROI =
Investment
Return
What is ROI?

ROI =
Investment
(Revenue – Investment)
What is ROI?

ROI =
With Less
Do More
What is ROI?

ROI =
With Less
DoThe Same
What is ROI?

How do you explain
the importance of
empathy
to executives who
don’t have any?

Show me the money!

Organic Search Traffic
REACH
Unbranded Search Traffic
LEADS
CONVERT
OTHER CONVERSIONS
SUBSCRIBERS
Time on Site
ENGAGE
Social shares
Subscriptions
Bounce rate
Retention Rate
Upsells
RETAIN
Measure The ROI of Content Marketing

Content Marketing ROI – Reach
TheValue of Organic Search =
(Paid Search CPC X Organic SearchTraffic)

Content Marketing ROI – Reach
TheValue of Organic Search =
($2 CPC X 1,000,000) = $2 Million
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Organic Traffic / Social Traffic / Leads

Casper’s Van
Winkles
• Effortlessly combines national
housing news with articles on
inspirational interior design,
celebrity homes and company
updates.
• Up to 6 new posts per day
• Distribution and large
audiences across Facebook,
Pinterest, Instagram, Twitter
and Google+

Organic Search Traffic
REACH
Unbranded Search Traffic
LEADS
CONVERT
OTHER CONVERSIONS
SUBSCRIBERS
Time on Site
ENGAGE
Social shares
Subscriptions
Bounce rate
Retention Rate
Upsells
RETAIN
Measure The ROI of Content Marketing
Subscribers have value.
And are 9x more likely to convert
than non-subscribers

CapGemini: Content-Loop.com
~1M visitors in 1st year
+ 3K new followers / week
+ High Quality Leads
+ Sales = ROI

Content Marketing ROI – Brand Engagement
TheValue of Subscribers=
(Sales from Email Nurture / List Size)

Content Marketing ROI – Brand Engagement
TheValue of Subscribers=
(Sales from Email Nurture / List Size)
$10 Million / 400,000 = $25
10,000 subscribers x 25 = $250,000

Content Marketing ROI - Conversion
TheValue of Content Marketing Leads =
(Content Marketing Leads X Conversion Rate X Avg. Sale Price)

Content Marketing ROI - Conversion
TheValue of Content Marketing Leads =
(Content Marketing Leads
X Conversion Rate
X Avg. Sale Price)
1,000 leads x 3% MQL
x 50% Sales Accepted (SAL)
x 50% Sales Qualified (SQL)
x 40% Closed /Won
x $180,000 Average Selling Price (ASP) = $540,000
($540,000 - $100,000) / $100,000 = 4.4X ROI

It’s 6-7X cheaper to keep an existing
customer than to acquire a new one.
A 5% increase in retention
= 95% increase in ROI.

Content Marketing ROI:
Content consumers
spend 2x more and are 3x
more loyal.
Shane Jordan
Digital Marketing Manager
Blue Cross BlueShield of Alabama

Content Marketing ROI - Retention
TheValue of Retention=
LifetimeValue $$$
Retention Rate $$$
Rev $$$ per Content-consuming Customers
vs. Non-Content-consuming Customers

My Free Gift To You: http://bit.ly/content-formula

Thank you!
Michael Brenner
CEO, Marketing Insider Group
@BrennerMichael

How To Measure The ROI of Content Marketing

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