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Michael Brenner
CEO, Marketing Insider Group
Co-Author, The Content Formula and Digital Marketing Growth Hacks
@BrennerMichael
IN THE LAST 15 YEARS,
52% OF FORTUNE 500 COMPANIES
HAVE DISAPPEARED
1955
Average life expectancy
75 Years
2015
Average life expectancy
15 Years
LinkedIn
2003
Facebook
2006
iPhone
2007
Snapchat
2011
@BrennerMichael
BABIES
KITTENS
AND . . .
Source: Giphy @BrennerMichael
Marketing Has
a Marketing
Problem
@BrennerMichael
Chief Growth Officer:
Sales -2% / -7%
“In order to make people love
Coca-Cola we need to show
ads of people who love
drinking Coca-Cola.”
Source: AdAge
NOT
HAPPY
ONLY 20% NOT SATISFIED
WITH COO / CFO / CIO / CHRO
~ FOURNAISE GROUP
Hey CEO, what should
Marketing DO?
• GROWTH
• REVENUE
• ROI
“I want a new logo.”
@BrennerMichael
CEO
“We need a new
brochure, and…”
@BrennerMichael
Sales
“Let’s run some ad
campaigns!”
@BrennerMichael
Marketing
“We need to recruit
some nice people.”
@BrennerMichael
HR
“Keep costs down!”
“Comply with this
new procedure!”
@BrennerMichael
“We need
more
content!”
“What’s
the
ROI?”
@BrennerMichael
CEO
Marketing With Content
Is Not The Same Thing As
Content Marketing
@BrennerMichael
60-70%
of the content we
create goes completely
unused. @BrennerMichael
56%
of Demand Generation
campaigns don’t produce
any measurable demand.
@BrennerMichael
@BrennerMichael
Behind every
bad Marketing idea
is an
executive
who asked for it.
@BrennerMichael
CharityBusiness
Instinct
Content
Marketing
What
We
Publish
What
Customers
Want
Empathy
Content
Marketing
What
We
Publish
What
Customers
Want
Empathy
@BrennerMichael
Content Marketing
Programs Are Digital
Assets With Real Value
That Grows Over Time
@BrennerMichael
-
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
Content Marketing Revenue
R E T U R N à
I N V E S T M E N T à
Your
Target
Personas
Your
Audience’s
Interests
What Your
Audience
Values
interests
Who are they? What do they
care about?
Focus more here
@BrennerMichael
Corporate Websites Are (Finally) Changing . . .
10M
25M
RETAIN
CONVERT
ENGAGE
REACH
@BrennerMichael
7 X
Return On
Investment
$100,000 Budget
$1 Million in search traffic
$250,000 in email list growth
$540,000 in lead conversion to sales
$790,000 in Direct ROI Value
https://thecontentformula.com/
Sr. Director, Content
Cleveland Clinic
Sr. Director, Content
Cleveland Clinic
@BrennerMichael
MISSION:
To improve people’s lives
whether you could become
a patient of ours or not
0
100
200
300
400
500
600
A FEW TIMES
A YEAR
< MONTHLY 1-2X PER
MONTH
1-2X PER
WEEK
1 PER
DAY
MORE THAN
1 PER DAY
TRAFFIC / CONVERSIONS BY PUBLISHING CADENCE
INDEXEDTRAFFIC
Frequently
www.health.clevelandclinic.org
1 article / day
4.5 years
@BrennerMichael
What if we re-
define the role
of marketing?
@BrennerMichael
CMO, JLL
(Jones, Lang, LaSalle)
Our Ads: Ignored
Our Content: Isn’t Used
Our Campaigns: No Leads
Our Buyers: Looking For Help
@BrennerMichael
Product
Marketing
Demand / Lead
Generation
Advertising /
PR / Comms
Content & Campaigns
Marketing Ops (Tech + Analytics)
The Business (CEO, CFO, CRO, COO, CHRO)
Product Sales
The Modern Marketing Organization
Product
Marketing
Demand / Lead
Generation
Advertising /
PR / Comms
Content Marketing = Storytelling
Marketing Ops (Tech + Analytics)
The Business (CEO, CFO, CRO, COO, CHRO)
The Customer
Product Sales
The CMO = Chief Storyteller
Employee Sharing Generates Higher CTR Than Any Paid Media
Help them tell /
share their stories!
@BrennerMichael
storytellers
Jill Kouri
CMO, JLL
Jill
Kouri
@BrennerMichael
This is true for everyone.
So what gets in the way?
@BrennerMichael
32% employees
“engaged”
51% employees
“disengaged”
17% “actively
disengaged”
~ Gallup
@BrennerMichael
@BrennerMichael
Customer
@BrennerMichael
Customer
What’s In It
For The Customer?
HOW DO WE
GET
EVERYONE
ON BOARD?
Marketing Manager
CapGemini
Annual Goal:
1. Increase Revenue
2. Elevate our Experts
P h i l M i c k e l s o n
C h r i s t e l B o e l j o n
T i g e r W o o d s
Sponsor a Golfer?
Sponsor a Golfer!!!
Pushed back
@BrennerMichael
Customer
What’s In It
For The Customer?
Ask: 0.1% sponsorship
Goal: 1. Raise Awareness
2. Elevate Experts
Measure: 1M visitors
@BrennerMichael
Ask: 0.1% sponsorship
Goal: 1. Raise Awareness
2. Elevate Experts
Result: 1M+ visitors
Result: $1 Million in Sales
@BrennerMichael
@BrennerMichael
Sponsor a Golfer?
Sponsor a Golfer!!!
Pushed back (again)
Quizzes
Articles
News
Infographics
Social Content
How-To Guides
Video
Whitepapers
Webinars
Podcasts
Events
Newsletters
Customer Profiles
CONTENT MARKETING
PRODUCT
MARKETING &
ADVERTISING
Case studies
Product content
Offers
Brochures
Customer Testimonials
Ads
5
15
80
100
10
1CONSIDERATION
AWARENESS
DECISION
Map Content
Results : $24 Million in Sales
@BrennerMichael
Ask: Double the budget
Measure: Double Awareness
and Sales
RETAINCONVERTENGAGEREACH
UpsellsEVENTS
Unbranded Search
Traffic
Retention RateLEADS
Organic Search
Traffic
Subscriptions
@BrennerMichael
$350,000 $500,000 $24M 10x - Priceless
@BrennerMichael
Customers
Frequency
Map Content
ROI
storytellers
Business Case
The Hero
of This Story
Is You! @BrennerMichael
Thank You!
Michael Brenner
CEO, Marketing Insider Group
Co-Author, The Content Formula and Digital Marketing Growth Hacks
@BrennerMichael

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