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MARKETING INSIDER GROUP
The Content Formula
Calculate the ROI of Content Marketing & Never Waste Money Again
Michael Brenn...
MARKETING INSIDER GROUP
Show me the money!
MARKETING INSIDER GROUP
Content Marketing programs
are assets with real value that
grows over time.
Need proof . . .
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 D...
MARKETING INSIDER GROUP
WARNING!
Math ahead!
Marketing Has A
Marketing Problem
MARKETING INSIDER GROUP
What is the ROI?
The First Banner Ad
(1994)
MARKETING INSIDER GROUP
Less likely
to click on a
banner than…
MARKETING INSIDER GROUP
60-70% of marketing content
goes completely unused.
*Sirius Decisions
MARKETING INSIDER GROUP
Behind every piece
of bad content
is an executive
who asked for it.
MARKETING INSIDER GROUP
The Art of Pushing Back
What is the current state?
What is the business goal?
How will it be measu...
MARKETING INSIDER GROUP
“We need to stop interrupting what
people are interested in and start
creating what they are inter...
MARKETING INSIDER GROUP
Content Marketing Requires Empathy
Content
Marketing
What
Brands
Publish
What
Customers
Want
Busin...
MARKETING INSIDER GROUP
MARKETING INSIDER GROUP
WARNING: Maturity Audiences Only!
Publish content to
primary channel
Distribute content
to earned ...
MARKETING INSIDER GROUP
HOW DO I CALCULATE
CONTENT MARKETING ROI?
Is the most common question
from marketers struggling to...
MARKETING INSIDER GROUP
PART ONE
/ Build The
Business Case
BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
1
All Marketing should be tied to
a business case that sales and
executives can understand.
MARKETING INSIDER GROUP
MARKETING INSIDER GROUP
Reach early
stage buyers
Engage new buyers
with your brand
Conversions you would
have never reache...
MARKETING INSIDER GROUP
2012: SAP launches major new product
Marketing Budgets
Marketing Contribution
MARKETING INSIDER GROUP
MARKETING INSIDER GROUP
Late-Stage Content
66%Early-Stage Content
6%
Middle-Stage
Content
28%
Tried To Push Back With Data
MARKETING INSIDER GROUP
Cluster Brand?
Total Monthly
Searches (est.)
Analytics Brand 458
30,000 XAnalytics Non-Brand 1,520...
MARKETING INSIDER GROUP
The Power Of Fear
MARKETING INSIDER GROUP
IMAGINE: We show up first in Google
MARKETING INSIDER GROUP
IMAGINE: We own the category
www.makeup.com -- (owned by L’Oreal)
MARKETING INSIDER GROUP
IMAGINE: We own the target audience
www.CMO.com -- owned by Adobe
MARKETING INSIDER GROUP
IMAGINE: Marketing that attracts new buyers
AMEXOPEN Forum is the largest source of new leads for ...
MARKETING INSIDER GROUP
BUT: We had no budget
MARKETING INSIDER GROUP
SAP Digitalist Magazine
To help executives understand how technology drives business innovation.
MARKETING INSIDER GROUP
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Traffic from Organic, Social & Referrals
Organic...
MARKETING INSIDER GROUP
Reach,
Engagement and
Conversions We
Would Have
Never Seen
MARKETING INSIDER GROUP
Look at Content by Buyer Stage
66% 28%
Early-Stage Content
Late-Stage
Content
Middle-Stage
Content...
MARKETING INSIDER GROUP
Early-stage Searches
Middle-stage
Brand Searches
Search/SocialVolume
What is Content Marketing?
(1...
MARKETING INSIDER GROUP
How Much Early-Stage Search Traffic Comes To Your
Website?
MARKETING INSIDER GROUP
PART TWO
/ Find The
Budget
BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
2
MARKETING INSIDER GROUP
Content
Used
30%
Content
Not Used
70%
60% -70% of Content Goes Completely Unused*
$100 Billion Opp...
MARKETING INSIDER GROUP
How much your
organization is
wasting on
unused content
Amount that
gets used
Current content
prod...
MARKETING INSIDER GROUP
What Do You Spend On Paid Search Because
You Don’t Rank Organically?
=$
MARKETING INSIDER GROUP
The average click-through rate of display ads is 0.1%.
(DoubleClick).1%
8% Only 8% of internet use...
MARKETING INSIDER GROUP
Run CRM ROI Report. Rank Low to High
=$
MARKETING INSIDER GROUP
Advertising Can Fund Content Marketing
Saved / invested in content marketing platform
$100,000
Rea...
MARKETING INSIDER GROUP
PART
THREE
/ Measure
Results
BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
3
MARKETING INSIDER GROUP
Paid vs. Organic Search Traffic
REACH
Organic Search Share of Voice
Unbranded Search Traffic
LEADS...
MARKETING INSIDER GROUP
Casper’s Van
Winkles
• Effortlessly combines national
housing news with articles on
inspirational interior design,
celebri...
MARKETING INSIDER GROUP
Content Marketing ROI – Reach / Awareness
TheValue of Organic Search =
(Paid Search Budget X Organ...
MARKETING INSIDER GROUP
Lyly Lepinay – Group Digital Content Marketing
Manager, Capgemini
MARKETING INSIDER GROUP
CapGemini
Content-Loop.com
• LinkedIn Sponsored updates
• Drives to branded Content Hub
• Offers t...
MARKETING INSIDER GROUP
Content Marketing ROI – Brand Engagement
TheValue of RepeatVisitors =
(OnlineAd Budget / AdTraffic...
MARKETING INSIDER GROUP
Subscribers are 9x more likely to convert than non-subscribers
Subscribers Are The Key
B2B buyers ...
MARKETING INSIDER GROUP
Content Marketing ROI - Conversion
TheValue of Content Marketing Leads =
(Content Marketing Costs ...
MARKETING INSIDER GROUP
Content Marketing ROI - Retention
TheValue of Retention=
Content Consumer LTV vs. Non-ContentCusto...
MARKETING INSIDER GROUP
Lifetime Value:
Content consumers
spend more and are
more loyal customers.
Shane Jordan
Digital Ma...
MARKETING INSIDER GROUPBUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
My Free Gift To You: http://bit.ly/content-...
MARKETING INSIDER GROUP
Thank you!
Michael Brenner
CEO, Marketing Insider Group
@BrennerMichael
My Free Gift To You: http:...
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The Content Formula - How To Calculate the ROI of Content Marketing Slide 1 The Content Formula - How To Calculate the ROI of Content Marketing Slide 2 The Content Formula - How To Calculate the ROI of Content Marketing Slide 3 The Content Formula - How To Calculate the ROI of Content Marketing Slide 4 The Content Formula - How To Calculate the ROI of Content Marketing Slide 5 The Content Formula - How To Calculate the ROI of Content Marketing Slide 6 The Content Formula - How To Calculate the ROI of Content Marketing Slide 7 The Content Formula - How To Calculate the ROI of Content Marketing Slide 8 The Content Formula - How To Calculate the ROI of Content Marketing Slide 9 The Content Formula - How To Calculate the ROI of Content Marketing Slide 10 The Content Formula - How To Calculate the ROI of Content Marketing Slide 11 The Content Formula - How To Calculate the ROI of Content Marketing Slide 12 The Content Formula - How To Calculate the ROI of Content Marketing Slide 13 The Content Formula - How To Calculate the ROI of Content Marketing Slide 14 The Content Formula - How To Calculate the ROI of Content Marketing Slide 15 The Content Formula - How To Calculate the ROI of Content Marketing Slide 16 The Content Formula - How To Calculate the ROI of Content Marketing Slide 17 The Content Formula - How To Calculate the ROI of Content Marketing Slide 18 The Content Formula - How To Calculate the ROI of Content Marketing Slide 19 The Content Formula - How To Calculate the ROI of Content Marketing Slide 20 The Content Formula - How To Calculate the ROI of Content Marketing Slide 21 The Content Formula - How To Calculate the ROI of Content Marketing Slide 22 The Content Formula - How To Calculate the ROI of Content Marketing Slide 23 The Content Formula - How To Calculate the ROI of Content Marketing Slide 24 The Content Formula - How To Calculate the ROI of Content Marketing Slide 25 The Content Formula - How To Calculate the ROI of Content Marketing Slide 26 The Content Formula - How To Calculate the ROI of Content Marketing Slide 27 The Content Formula - How To Calculate the ROI of Content Marketing Slide 28 The Content Formula - How To Calculate the ROI of Content Marketing Slide 29 The Content Formula - How To Calculate the ROI of Content Marketing Slide 30 The Content Formula - How To Calculate the ROI of Content Marketing Slide 31 The Content Formula - How To Calculate the ROI of Content Marketing Slide 32 The Content Formula - How To Calculate the ROI of Content Marketing Slide 33 The Content Formula - How To Calculate the ROI of Content Marketing Slide 34 The Content Formula - How To Calculate the ROI of Content Marketing Slide 35 The Content Formula - How To Calculate the ROI of Content Marketing Slide 36 The Content Formula - How To Calculate the ROI of Content Marketing Slide 37 The Content Formula - How To Calculate the ROI of Content Marketing Slide 38 The Content Formula - How To Calculate the ROI of Content Marketing Slide 39 The Content Formula - How To Calculate the ROI of Content Marketing Slide 40 The Content Formula - How To Calculate the ROI of Content Marketing Slide 41 The Content Formula - How To Calculate the ROI of Content Marketing Slide 42 The Content Formula - How To Calculate the ROI of Content Marketing Slide 43 The Content Formula - How To Calculate the ROI of Content Marketing Slide 44 The Content Formula - How To Calculate the ROI of Content Marketing Slide 45 The Content Formula - How To Calculate the ROI of Content Marketing Slide 46 The Content Formula - How To Calculate the ROI of Content Marketing Slide 47 The Content Formula - How To Calculate the ROI of Content Marketing Slide 48 The Content Formula - How To Calculate the ROI of Content Marketing Slide 49 The Content Formula - How To Calculate the ROI of Content Marketing Slide 50 The Content Formula - How To Calculate the ROI of Content Marketing Slide 51 The Content Formula - How To Calculate the ROI of Content Marketing Slide 52 The Content Formula - How To Calculate the ROI of Content Marketing Slide 53 The Content Formula - How To Calculate the ROI of Content Marketing Slide 54 The Content Formula - How To Calculate the ROI of Content Marketing Slide 55 The Content Formula - How To Calculate the ROI of Content Marketing Slide 56 The Content Formula - How To Calculate the ROI of Content Marketing Slide 57 The Content Formula - How To Calculate the ROI of Content Marketing Slide 58 The Content Formula - How To Calculate the ROI of Content Marketing Slide 59
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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
  • JasonShemenski

    Jul. 17, 2016

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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