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.
Unlocking Passive Income: The Power of Affiliate Marketing
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
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The Art of Pushing Back
What is the current state?
What is the business goal?
How will it be measured?
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“We need to stop interrupting what
people are interested in and start
creating what they are interested in.
”
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Content Marketing Requires Empathy
Content
Marketing
What
Brands
Publish
What
Customers
Want
Business Instinct CharityEmpathy
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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
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HOW DO I CALCULATE
CONTENT MARKETING ROI?
Is the most common question
from marketers struggling to build their
own business case internally.
“
”
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PART ONE
/ Build The
Business Case
BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
1
20. All Marketing should be tied to
a business case that sales and
executives can understand.
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Reach early
stage buyers
Engage new buyers
with your brand
Conversions you would
have never reached
= $
Build The Business Case
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IMAGINE: Marketing that attracts new buyers
AMEXOPEN Forum is the largest source of new leads for AMEX’s Small Business Division
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Look at Content by Buyer Stage
66% 28%
Early-Stage Content
Late-Stage
Content
Middle-Stage
Content
6%
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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?
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How much your
organization is
wasting on
unused content
Amount that
gets used
Current content
production costs
Calculate The Cost of Unused Content
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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?)
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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
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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
49. 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+
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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
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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
53. MARKETING INSIDER GROUP
Content Marketing ROI – Brand Engagement
TheValue of RepeatVisitors =
(OnlineAd Budget / AdTraffic) * RepeatVisitors
TheValue of Subscribers=
(Sales from Email Nurture) / # Subscribers
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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
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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)
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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)
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Lifetime Value:
Content consumers
spend more and are
more loyal customers.
Shane Jordan
Digital Marketing Manager
Blue Cross BlueShield of Alabama
58. MARKETING INSIDER GROUPBUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
My Free Gift To You: http://bit.ly/content-formula
59. MARKETING INSIDER GROUP
Thank you!
Michael Brenner
CEO, Marketing Insider Group
@BrennerMichael
My Free Gift To You: http://bit.ly/content-formula
Editor's Notes
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.