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The Content Formula - How To Calculate the ROI of Content Marketing

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In this presentation I deliver 10 formulas and calculations that any business can use to calculate the ROI of content marketing and never waste money on marketing again.

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The Content Formula - How To Calculate the ROI of Content Marketing

  1. MARKETING INSIDER GROUP The Content Formula Calculate the ROI of Content Marketing & Never Waste Money Again Michael Brenner CEO, Marketing Insider Group @BrennerMichael
  2. MARKETING INSIDER GROUP Show me the money!
  3. MARKETING INSIDER GROUP Content Marketing programs are assets with real value that grows over time. Need proof . . .
  4. 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 CONTENT PUBLISHING Articles Viewed Articles Published Pageviews
  5. MARKETING INSIDER GROUP WARNING! Math ahead!
  6. Marketing Has A Marketing Problem
  7. MARKETING INSIDER GROUP
  8. What is the ROI? The First Banner Ad (1994)
  9. MARKETING INSIDER GROUP Less likely to click on a banner than…
  10. MARKETING INSIDER GROUP 60-70% of marketing content goes completely unused. *Sirius Decisions
  11. MARKETING INSIDER GROUP Behind every piece of bad content is an executive who asked for it.
  12. MARKETING INSIDER GROUP The Art of Pushing Back What is the current state? What is the business goal? How will it be measured?
  13. MARKETING INSIDER GROUP “We need to stop interrupting what people are interested in and start creating what they are interested in. ”
  14. MARKETING INSIDER GROUP Content Marketing Requires Empathy Content Marketing What Brands Publish What Customers Want Business Instinct CharityEmpathy
  15. MARKETING INSIDER GROUP
  16. 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 “The Buyer Journey is nothing more than a series of questions that must be answered.” ~ IDC Documented content marketing strategy
  17. MARKETING INSIDER GROUP HOW DO I CALCULATE CONTENT MARKETING ROI? Is the most common question from marketers struggling to build their own business case internally. “ ”
  18. MARKETING INSIDER GROUP PART ONE / Build The Business Case BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS 1
  19. All Marketing should be tied to a business case that sales and executives can understand.
  20. MARKETING INSIDER GROUP
  21. MARKETING INSIDER GROUP Reach early stage buyers Engage new buyers with your brand Conversions you would have never reached = $ Build The Business Case
  22. MARKETING INSIDER GROUP 2012: SAP launches major new product Marketing Budgets Marketing Contribution
  23. MARKETING INSIDER GROUP
  24. MARKETING INSIDER GROUP Late-Stage Content 66%Early-Stage Content 6% Middle-Stage Content 28% Tried To Push Back With Data
  25. 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 Tried To Push Back With Data
  26. MARKETING INSIDER GROUP The Power Of Fear
  27. MARKETING INSIDER GROUP IMAGINE: We show up first in Google
  28. MARKETING INSIDER GROUP IMAGINE: We own the category www.makeup.com -- (owned by L’Oreal)
  29. MARKETING INSIDER GROUP IMAGINE: We own the target audience www.CMO.com -- owned by Adobe
  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
  31. MARKETING INSIDER GROUP BUT: We had no budget
  32. MARKETING INSIDER GROUP SAP Digitalist Magazine To help executives understand how technology drives business innovation.
  33. 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
  34. MARKETING INSIDER GROUP Reach, Engagement and Conversions We Would Have Never Seen
  35. MARKETING INSIDER GROUP Look at Content by Buyer Stage 66% 28% Early-Stage Content Late-Stage Content Middle-Stage Content 6%
  36. 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) How Much Early-Stage Search Traffic Comes To Your Website?
  37. MARKETING INSIDER GROUP How Much Early-Stage Search Traffic Comes To Your Website?
  38. MARKETING INSIDER GROUP PART TWO / Find The Budget BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS 2
  39. 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 = $
  40. MARKETING INSIDER GROUP How much your organization is wasting on unused content Amount that gets used Current content production costs Calculate The Cost of Unused Content
  41. MARKETING INSIDER GROUP What Do You Spend On Paid Search Because You Don’t Rank Organically? =$
  42. 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?)
  43. MARKETING INSIDER GROUP Run CRM ROI Report. Rank Low to High =$
  44. MARKETING INSIDER GROUP Advertising Can Fund Content Marketing Saved / invested in content marketing platform $100,000 Reach, Engagement and LEADS SAP would have never seen. 1,000,000 Organic Visitors 10,000 Subscribers 1,000 Leads
  45. MARKETING INSIDER GROUP PART THREE / Measure Results BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS 3
  46. 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
  47. MARKETING INSIDER GROUP
  48. 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+
  49. MARKETING INSIDER GROUP Content Marketing ROI – Reach / Awareness TheValue of Organic Search = (Paid Search Budget X Organic SearchTraffic) / Paid SearchTraffic TheValue of Unbranded SearchTraffic = (Paid Search Budget X Unbranded SearchTraffic) / Paid Search Traffic TheValue of Achieving Digital “Fair Share” = (Online Share of Organic Search / Market Share) X 100
  50. MARKETING INSIDER GROUP Lyly Lepinay – Group Digital Content Marketing Manager, Capgemini
  51. 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
  52. MARKETING INSIDER GROUP Content Marketing ROI – Brand Engagement TheValue of RepeatVisitors = (OnlineAd Budget / AdTraffic) * RepeatVisitors TheValue of Subscribers= (Sales from Email Nurture) / # Subscribers
  53. 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
  54. MARKETING INSIDER GROUP Content Marketing ROI - Conversion TheValue of Content Marketing Leads = (Content Marketing Costs / Content Marketing Leads) (Content Marketing Leads * Content MarketingConversion Rate X Avg. Sale Price)
  55. MARKETING INSIDER GROUP Content Marketing ROI - Retention TheValue of Retention= Content Consumer LTV vs. Non-ContentCustomers Content Consumer Retention Rate vs. Non-ContentCustomers Revenue per Content Customer vs. Non-ContentCustomers Subscribers spend 2x more (LTV) and become 3x more loyal customers (Retention)
  56. MARKETING INSIDER GROUP Lifetime Value: Content consumers spend more and are more loyal customers. Shane Jordan Digital Marketing Manager Blue Cross BlueShield of Alabama
  57. MARKETING INSIDER GROUPBUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS My Free Gift To You: http://bit.ly/content-formula
  58. MARKETING INSIDER GROUP Thank you! Michael Brenner CEO, Marketing Insider Group @BrennerMichael My Free Gift To You: http://bit.ly/content-formula

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