Download as PDF, PPTX
Uploaded byMichael Brenner
Content Marketing ROI - Brenner 2019
This document contains a presentation by Michael Brenner on content marketing best practices. It discusses how most marketing content goes unused, and only 20% of marketing efforts produce measurable results. It emphasizes focusing content marketing on what customers want by understanding their interests and values. The presentation also highlights examples of successful content marketing programs at Cleveland Clinic, JLL, and CapGemini that improved business metrics like traffic, leads, and revenue by treating content marketing as storytelling and empowering employees to share their expertise.
More Related Content
![Hacking PPC Leads: How to Get 3X More Customers [WordStream & Infusionsoft]](https://cdn.slidesharecdn.com/ss_thumbnails/ws-infusionsoft-hacking-ppc-leads-150226075050-conversion-gate02-thumbnail.jpg?width=640&height=640&fit=bounds)
Similar to Content Marketing ROI - Brenner 2019
More from Michael Brenner
Content Marketing ROI - Brenner 2019
- 1. Michael Brenner CEO, MarketingInsider Group Co-Author, The Content Formula and Digital Marketing Growth Hacks @BrennerMichael
- 2. IN THE LAST15 YEARS, 52% OF FORTUNE 500 COMPANIES HAVE DISAPPEARED 1955 Average life expectancy 75 Years 2015 Average life expectancy 15 Years
- 3.
- 4.
- 5. BABIES KITTENS AND . .. Source: Giphy @BrennerMichael
- 6.
- 7. 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
- 8. NOT HAPPY ONLY 20% NOTSATISFIED WITH COO / CFO / CIO / CHRO ~ FOURNAISE GROUP
- 9. Hey CEO, whatshould Marketing DO? • GROWTH • REVENUE • ROI
- 11. “I want anew logo.” @BrennerMichael CEO
- 12. “We need anew brochure, and…” @BrennerMichael Sales
- 13. “Let’s run somead campaigns!” @BrennerMichael Marketing
- 14. “We need torecruit some nice people.” @BrennerMichael HR
- 15. “Keep costs down!” “Complywith this new procedure!” @BrennerMichael
- 16.
- 17.
- 18. Marketing With Content IsNot The Same Thing As Content Marketing @BrennerMichael
- 19. 60-70% of the contentwe create goes completely unused. @BrennerMichael
- 20. 56% of Demand Generation campaignsdon’t produce any measurable demand. @BrennerMichael
- 21.
- 22. Behind every bad Marketingidea is an executive who asked for it. @BrennerMichael
- 23.
- 24.
- 25.
- 26. Content Marketing Programs AreDigital Assets With Real Value That Grows Over Time @BrennerMichael
- 27. - 100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14 Oct-14 Nov-14Dec-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
- 28. Your Target Personas Your Audience’s Interests What Your Audience Values interests Who arethey? What do they care about? Focus more here @BrennerMichael
- 29. Corporate Websites Are(Finally) Changing . . . 10M 25M
- 30.
- 31. 7 X Return On Investment $100,000Budget $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/
- 32.
- 33.
- 34. @BrennerMichael MISSION: To improve people’slives whether you could become a patient of ours or not
- 35. 0 100 200 300 400 500 600 A FEW TIMES AYEAR < MONTHLY 1-2X PER MONTH 1-2X PER WEEK 1 PER DAY MORE THAN 1 PER DAY TRAFFIC / CONVERSIONS BY PUBLISHING CADENCE INDEXEDTRAFFIC Frequently
- 36.
- 37. 1 article /day 4.5 years
- 40.
- 41. What if were- define the role of marketing? @BrennerMichael
- 42. CMO, JLL (Jones, Lang,LaSalle)
- 43. Our Ads: Ignored OurContent: Isn’t Used Our Campaigns: No Leads Our Buyers: Looking For Help @BrennerMichael
- 44. 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
- 45. 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
- 47. Employee Sharing GeneratesHigher CTR Than Any Paid Media
- 48. Help them tell/ share their stories! @BrennerMichael
- 49.
- 50.
- 51. @BrennerMichael This is truefor everyone. So what gets in the way?
- 52.
- 53. 32% employees “engaged” 51% employees “disengaged” 17%“actively disengaged” ~ Gallup
- 54.
- 55.
- 56. @BrennerMichael Customer What’s In It ForThe Customer?
- 57.
- 58. Marketing Manager CapGemini Annual Goal: 1.Increase Revenue 2. Elevate our Experts
- 61. P h il 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
- 62. Sponsor a Golfer? Sponsora Golfer!!! Pushed back
- 63. @BrennerMichael Customer What’s In It ForThe Customer?
- 65. Ask: 0.1% sponsorship Goal:1. Raise Awareness 2. Elevate Experts Measure: 1M visitors @BrennerMichael
- 66. Ask: 0.1% sponsorship Goal:1. Raise Awareness 2. Elevate Experts Result: 1M+ visitors Result: $1 Million in Sales @BrennerMichael @BrennerMichael
- 67. Sponsor a Golfer? Sponsora Golfer!!! Pushed back (again)
- 68. Quizzes Articles News Infographics Social Content How-To Guides Video Whitepapers Webinars Podcasts Events Newsletters CustomerProfiles CONTENT MARKETING PRODUCT MARKETING & ADVERTISING Case studies Product content Offers Brochures Customer Testimonials Ads 5 15 80 100 10 1CONSIDERATION AWARENESS DECISION Map Content
- 69. Results : $24Million in Sales @BrennerMichael Ask: Double the budget Measure: Double Awareness and Sales
- 70. RETAINCONVERTENGAGEREACH UpsellsEVENTS Unbranded Search Traffic Retention RateLEADS OrganicSearch Traffic Subscriptions @BrennerMichael $350,000 $500,000 $24M 10x - Priceless
- 71.
- 72. The Hero of ThisStory Is You! @BrennerMichael
- 73. Thank You! Michael Brenner CEO,Marketing Insider Group Co-Author, The Content Formula and Digital Marketing Growth Hacks @BrennerMichael