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The Content Marketing Imperative

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Anyone can buy clicks and leads, but the most effective brands attract their customers through content marketing. This imperative is more than just the right thing to do, it is also the only way to produce marketing that delivers a compounding rate of return.

Published in: Marketing

The Content Marketing Imperative

  1. The Content Marketing Imperative Michael Brenner CEO, Marketing Insider Group Author, The Content Formula @BrennerMichael
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  5. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Content Marketing Is An Imperative Earn Your Audience’s Attention Vs. Buying Or Interrupting. = ROI
  6. What is the ROI? The First Banner Ad (1994) @BrennerMichael
  7. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Less likely to click on a banner than… @BrennerMichael
  8. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style 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’s The ROI of Banner Ads? 40 # of ad exposures to cause a decline in sales (Advertising Research Foundation)
  9. Marketing Has A Marketing Problem
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  13. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style If All You Do Is Promote Your Products With Interruptions, You Are Missing The Majority of Buyers
  14. STOP interrupting what people are interested in and be what people are interested in!
  15. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Marketing That Attracts An Audience Content Marketing What Brands Publish What Customers Want Business Instinct CharityEmpathy
  16. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Behind every piece of bad content is an executive who asked for it.
  17. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style The Buyer Journey Doesn’t Start With A Search For Your Product
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  19. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style 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
  20. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style What Buyers Really Search For . . .
  21. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Our Website: Talking To Ourselves
  22. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle styleLate-Stage Content 66%Early-Stage Content 6% Middle-Stage Content 28%
  23. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style The Math Didn’t Help
  24. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style The Power of Fear
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  28. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style 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
  29. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Reach, Engagement and Conversions We Would Have Never Seen
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  31. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Content Marketing ROI – Year 1 ROI 0.1% Marketing Budget ------------ $1 Million in search traffic $250,000 in email list growth -- 2.4X ROI $540,000 in lead conversion to sales -- 5.4X ROI $21,000 in direct e-store sales ?? Click to call / chat ?? Partner Ad Sales ------------- $1,911,000 inValue / Investment= $100,000 18X Return On Investment
  32. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style How Much Early-Stage Search Traffic Comes To Your Website?
  33. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Email, Search & Social -- 90% of ALL Content Discovery Source: KoMarketing Associates Search Email Social
  34. IMAGINE: You own the target audiencewww.CMO.com -- owned by Adobe
  35. IMAGINE: Marketing that attracts new buyers AMEX OPEN Forum is the largest source of new leads for AMEX’s Small Business Division
  36. http://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/ Content Marketing is Owned Media ”99+ Brand-owned Content Marketing Destinations”
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  38. The buyer journey is nothing more than a series of questions that must be answered.
  39. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle styleYour Customers Middle Early What is / are? Why important Late Who? How much? Where? 1 StagePersona Questions / Concerns Keyword Volume 100 How to? 10 Your Buyers’ Questions
  40. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style CONTENT MARKETING Articles News Infographics Social Content Quizzes Video Whitepapers Webinars Podcasts How-To Guides Events Newsletters Customer Profiles PRODUCT MARKETING & ADVERTISING Product content Offers Brochures Customer Testimonials Case studies Ads Create Content People Actually Want! 100 1 10 5 15 80
  41. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style For Every Piece of Content You Create For BUYERS Create 100 For Early-Stage PROSPECTS
  42. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Anyone can buy clicks and leads. CEOs demand marketing that delivers ROI!
  43. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Show me the money!
  44. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Content Marketing programs are assets with real value that grows over time. Need proof . . .
  45. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style - 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 Traffic #Articles COMPOUNDING RETURN OF CONTENT MARKETING ________ Content Marketing Revenue
  46. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style - 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 Traffic #Articles COMPOUNDING RETURN OF CONTENT MARKETING ________ Content Marketing Revenue Investment -------- >
  47. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style - 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 Traffic #Articles COMPOUNDING RETURN OF CONTENT MARKETING ________ Content Marketing Revenue Investment -------- > @BrennerMichael
  48. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style The Roadmap 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 2017 Documented content marketing strategy
  49. Homework: Rate yourself Best Practice R Y G Business case / Documented Content mission Brand-owned destination Consistently publishing quality content Content mapped to the buyer journey Content distributed on paid and social channels Focus on content subscriptions Measure content marketing ROI Overall Grade:
  50. Homework: Your Content Marketing Mission Become the premier destination for [what target audience] interested in [what topics] to help them [customer value]. To drive reach, engagement, conversion of new customers As measured by metric 1, 2 and / or 3.
  51. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style @BrennerMichael
  52. Thank you! Michael Brenner CEO, Marketing Insider Group Author, The Content Formula Book Me To Speak: michael@marketinginsidergroup.com

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