Michael Brenner, CEO of the Marketing Insider Group joins Steve Rayson of BuzzSumo to discuss Content Marketing ROI. In the presentation Michael covers:
- The importance of content ROI
- Content objectives and the buyer journey
- Ten powerful ways to improve your returns
- How to track and prove ROI
#ContentROI
How To Attract People That Actually Want To Buy From YouMichael Brenner
How can your marketing attract people that actually want to buy from you? It starts with understanding the real impact digital has had on publishers, on marketing, and on us as consumers.
Content marketing has emerged to combat these challenges. But what's the ROI? And how can you use content marketing to attract the right audience?
In this presentation, I provide the tips and tricks to help you reach, engage, and convert new buyers to your business.
The Future of Content Marketing - BrandManageCampMichael Brenner
The world is changing incredibly fast. And no function has been more impacted in the business more than marketing. Content marketing has emerged as a way for business to attract an audience vs. buying or interrupting them. Most of us are involved in content marketing at some level. But what does the future look like?
In this presentation, I present the 4 major trends you need to focus on in 2017
In this presentation, I presented the secret to content marketing success: mapping content to your customers, based on the questions they ask, the content they share, and the expertise you can deliver.
18 Blogging Essentials For Newbies In The Blogosphere!Ayesha Ambreen
In the age of digital media, blog sphere serves as the business hub for marketers. It is the center-point of all marketing activities and allows brands to share their vision, mission, expertise and knowledge with the world - at a touch. But maintaining a blog is a full time job, it takes time, energy and skill to run a successful blog. Besides there are nitty-gritties of blogging that bloggers need to remember all the time. And this can be daunting for those new in the field.So to get newbies up and running in no time, here are some essentials of blogging that every blogger/marketer should know.
Michael Brenner, CEO of the Marketing Insider Group joins Steve Rayson of BuzzSumo to discuss Content Marketing ROI. In the presentation Michael covers:
- The importance of content ROI
- Content objectives and the buyer journey
- Ten powerful ways to improve your returns
- How to track and prove ROI
#ContentROI
How To Attract People That Actually Want To Buy From YouMichael Brenner
How can your marketing attract people that actually want to buy from you? It starts with understanding the real impact digital has had on publishers, on marketing, and on us as consumers.
Content marketing has emerged to combat these challenges. But what's the ROI? And how can you use content marketing to attract the right audience?
In this presentation, I provide the tips and tricks to help you reach, engage, and convert new buyers to your business.
The Future of Content Marketing - BrandManageCampMichael Brenner
The world is changing incredibly fast. And no function has been more impacted in the business more than marketing. Content marketing has emerged as a way for business to attract an audience vs. buying or interrupting them. Most of us are involved in content marketing at some level. But what does the future look like?
In this presentation, I present the 4 major trends you need to focus on in 2017
In this presentation, I presented the secret to content marketing success: mapping content to your customers, based on the questions they ask, the content they share, and the expertise you can deliver.
18 Blogging Essentials For Newbies In The Blogosphere!Ayesha Ambreen
In the age of digital media, blog sphere serves as the business hub for marketers. It is the center-point of all marketing activities and allows brands to share their vision, mission, expertise and knowledge with the world - at a touch. But maintaining a blog is a full time job, it takes time, energy and skill to run a successful blog. Besides there are nitty-gritties of blogging that bloggers need to remember all the time. And this can be daunting for those new in the field.So to get newbies up and running in no time, here are some essentials of blogging that every blogger/marketer should know.
If it don't make dollars, it don't make sense. Do you know your content ROI?Hana Abaza
A ton of money is poured into content creation each year, but nobody knows if its actually working. In this presentation, we looked at how to calculate content ROI, what other factors you need to consider and how to boost the overall return on your content marketing. .
Many companies are struggling with how to integrate social into the marketing mix. But the real question is how to become a social business. The fact is, most marketing sucks. And only truly helpful content and active customer engagement can lead businesses to succeed in today's hyper-connected, real-time, social and mobile business environment.
Heard of inbound marketing but aren't exactly sure what it means? This SlideShare outlines the core of inbound marketing and ways you can use inbound to grow your business. Generating organic, self-qualified traffic is the name of the marketing game in 2016.
Matt Pensinger, SVP, Managing Director Jack Morton Worldwide spoke at this years Event Marketer Summit about sponsorship and increasing reach for campaigns.
14 Reasons Why Inbound Marketers Make Great AdvertisersHubSpot
It turns out inbound marketers make for great advertisers. But why? To find out we started looking at the campaigns our customers were creating to uncover what made them so effective.
Generate Traffic and Conversions on Your Blog... Without Creating Another PostHubSpot
Wondering how many more blog posts you need to write in order to increase your search rank? Think again: there IS a way for you to increase blog conversions and traffic without publishing new content.
In this on-demand Google Hangout, Uberflip VP of Marketing Hana Abaza chats with HubSpot's Principle Optimization Marketing Manager on how to increase blog conversions... without creating another post!
Check out the page here: http://offers.hubspot.com/generate-traffic-and-conversions-on-your-blog-hangout
In a recession, marketing budgets are often the first to get slashed. For many that means cutting programs, cutting spending and cutting staff in order to make it through the economic downturn. But marketing in a recession isn't about marketing less, it's about marketing better and smarter. This webinar will share techniques for marketing more efficiently and effectively, particularly on a tight budget.
Content Marketing track keynote presentation at BlogWorld & New Media Expo New York 2012 by Lee Odden of TopRank Online Marketing.
Optimize and Socialize for Better Content Marketing Results.
Trends + Trendsetters: The Best in B2B Technology Content MarketingLiz Bedor
The b2b technology process is complicated. The marketplace is crowded and the complexity of the sale only increases as more stakeholders get involved. Technology marketers, however, can leverage content marketing to simplify their message and connect to these decision-makers.
A recent study by MarketingSherpa surveyed 4,000 b2b technology business professionals to understand what types of content these buyers are looking for. The types of content most requested?
CASE STUDIES: 67% of buyers reported case studies at the top of their list for most desired content.
EDUCATIONAL CONTENT: 84% of buyers want content that educates them and expect vendors to provide it.
CONTENT THAT SOLVES A PROBLEM: 72% of buyers want to find “solutions to solve a current problem.”
CONTENT CUSTOMIZED TO DIFFERENT BUYING STAGES: 60% of buyers look for different types of content depending on their needs at the time.
We surveyed the b2b technology landscape and interviewed content marketers from brands leading in these four areas. Here, we’ll discuss their strategies and see how they approach creating these types of content.
In this presentation, we outline the benefits of SEO and why you should use both paid and organic search for maximizing your revenue. Brought to you by https://ppc.co/ and https://seo.co/ppc/
When marketing and sales are working in lockstep, your revenue soars and your business grows. Resident marketing technology expert, James Kenler, has been on both sides of the sales and marketing divide. Learn how James used marketing automation to align the sales and marketing processes at CareerBuilder around a common business goal to ultimately develop a unified sales strategy driving overall revenue and resulting in the creation of new teams and resources.
From startup to Series A and beyond, how you build your growth engine evolves as your company matures. In this presentation, we look at the critical things to consider before you try a single tactics and frameworks for defining objectives, your funnel and positioning.
You've started a blog, signed up for twitter, and set up a Facebook Business Page - now how do you know if it's working for you? This webinar will provide all the basics of how inbound marketing-driven businesses should measure their on-going campaign efforts. This includes understanding key business, website, search engine optimization, blogging, social media, and paid campaign metrics, and most importantly, learning how to draw insights from this new wealth of information.
Topics include:
* Why the ‘lead funnel' is the core of inbound marketing measurement and what drives a productive lead generation program
* What Website metrics to pay attention to... and which to ignore
* Easy and practical tips to measure blogging, social media and paid campaign ROI
At the end of the day, it doesn’t matter if a customer is talking with your sales, customer service, or marketing teams around the globe - you need to deliver a consistent experience for that customer. How do retailers maintain their brand voice through periods of rapid growth? How do you ensure you have a consistent tone for customers across your social channels as well as the rest of your digital channels? ALEX AND ANI and Elizabeth Arden will detail their strategies for delivering an experience on social media that leaves their customers feeling beautiful and coming back for more.
Knoxville HUG: Why Personalization Matters and How to Use It to Drive Convers...Knoxville HUG
HubSpot's Sarah Posnak joined our 3rd quarter HubSpot User Group meetup to talk about personalization. Did you know that smart content can help cut the number of steps to conversion?!
If it don't make dollars, it don't make sense. Do you know your content ROI?Hana Abaza
A ton of money is poured into content creation each year, but nobody knows if its actually working. In this presentation, we looked at how to calculate content ROI, what other factors you need to consider and how to boost the overall return on your content marketing. .
Many companies are struggling with how to integrate social into the marketing mix. But the real question is how to become a social business. The fact is, most marketing sucks. And only truly helpful content and active customer engagement can lead businesses to succeed in today's hyper-connected, real-time, social and mobile business environment.
Heard of inbound marketing but aren't exactly sure what it means? This SlideShare outlines the core of inbound marketing and ways you can use inbound to grow your business. Generating organic, self-qualified traffic is the name of the marketing game in 2016.
Matt Pensinger, SVP, Managing Director Jack Morton Worldwide spoke at this years Event Marketer Summit about sponsorship and increasing reach for campaigns.
14 Reasons Why Inbound Marketers Make Great AdvertisersHubSpot
It turns out inbound marketers make for great advertisers. But why? To find out we started looking at the campaigns our customers were creating to uncover what made them so effective.
Generate Traffic and Conversions on Your Blog... Without Creating Another PostHubSpot
Wondering how many more blog posts you need to write in order to increase your search rank? Think again: there IS a way for you to increase blog conversions and traffic without publishing new content.
In this on-demand Google Hangout, Uberflip VP of Marketing Hana Abaza chats with HubSpot's Principle Optimization Marketing Manager on how to increase blog conversions... without creating another post!
Check out the page here: http://offers.hubspot.com/generate-traffic-and-conversions-on-your-blog-hangout
In a recession, marketing budgets are often the first to get slashed. For many that means cutting programs, cutting spending and cutting staff in order to make it through the economic downturn. But marketing in a recession isn't about marketing less, it's about marketing better and smarter. This webinar will share techniques for marketing more efficiently and effectively, particularly on a tight budget.
Content Marketing track keynote presentation at BlogWorld & New Media Expo New York 2012 by Lee Odden of TopRank Online Marketing.
Optimize and Socialize for Better Content Marketing Results.
Trends + Trendsetters: The Best in B2B Technology Content MarketingLiz Bedor
The b2b technology process is complicated. The marketplace is crowded and the complexity of the sale only increases as more stakeholders get involved. Technology marketers, however, can leverage content marketing to simplify their message and connect to these decision-makers.
A recent study by MarketingSherpa surveyed 4,000 b2b technology business professionals to understand what types of content these buyers are looking for. The types of content most requested?
CASE STUDIES: 67% of buyers reported case studies at the top of their list for most desired content.
EDUCATIONAL CONTENT: 84% of buyers want content that educates them and expect vendors to provide it.
CONTENT THAT SOLVES A PROBLEM: 72% of buyers want to find “solutions to solve a current problem.”
CONTENT CUSTOMIZED TO DIFFERENT BUYING STAGES: 60% of buyers look for different types of content depending on their needs at the time.
We surveyed the b2b technology landscape and interviewed content marketers from brands leading in these four areas. Here, we’ll discuss their strategies and see how they approach creating these types of content.
In this presentation, we outline the benefits of SEO and why you should use both paid and organic search for maximizing your revenue. Brought to you by https://ppc.co/ and https://seo.co/ppc/
When marketing and sales are working in lockstep, your revenue soars and your business grows. Resident marketing technology expert, James Kenler, has been on both sides of the sales and marketing divide. Learn how James used marketing automation to align the sales and marketing processes at CareerBuilder around a common business goal to ultimately develop a unified sales strategy driving overall revenue and resulting in the creation of new teams and resources.
From startup to Series A and beyond, how you build your growth engine evolves as your company matures. In this presentation, we look at the critical things to consider before you try a single tactics and frameworks for defining objectives, your funnel and positioning.
You've started a blog, signed up for twitter, and set up a Facebook Business Page - now how do you know if it's working for you? This webinar will provide all the basics of how inbound marketing-driven businesses should measure their on-going campaign efforts. This includes understanding key business, website, search engine optimization, blogging, social media, and paid campaign metrics, and most importantly, learning how to draw insights from this new wealth of information.
Topics include:
* Why the ‘lead funnel' is the core of inbound marketing measurement and what drives a productive lead generation program
* What Website metrics to pay attention to... and which to ignore
* Easy and practical tips to measure blogging, social media and paid campaign ROI
At the end of the day, it doesn’t matter if a customer is talking with your sales, customer service, or marketing teams around the globe - you need to deliver a consistent experience for that customer. How do retailers maintain their brand voice through periods of rapid growth? How do you ensure you have a consistent tone for customers across your social channels as well as the rest of your digital channels? ALEX AND ANI and Elizabeth Arden will detail their strategies for delivering an experience on social media that leaves their customers feeling beautiful and coming back for more.
Knoxville HUG: Why Personalization Matters and How to Use It to Drive Convers...Knoxville HUG
HubSpot's Sarah Posnak joined our 3rd quarter HubSpot User Group meetup to talk about personalization. Did you know that smart content can help cut the number of steps to conversion?!
A Theoretical Framework (Modelling) for International Business ManagementYasmin AbdelAziz
The international framework with all the institutions and organisations
that determine country’s economic and support policy in emergent situations.
2. Impact of globalisation on international and national policy and activities. 3. The
national framework, which fairly complicated because there are many active players:
a) National economic policy: understanding it and the environment for trade
activities. b) National economic structure and competiveness of the domestic
companies. c) International management capacities. d) Local or regional environment
and conditions for the companies. e) Focus on the world market conditions and their
development
Hvordan beregne avkastningen på din Content Marketing? Her er 10 formler!Content Marketing Norge
Michael Brenner, forfatter av boken The Content Formula og CEO i Marketing Insider Group, snakket under Epic Content Marketing 2016 om hvordan du kan måle avkastningen på din innholdsmarkedsføring.
I følgende artikkel er en handlingsplan på 10 steg og 10 kalkulasjoner som vil gi deg de tallene du trenger for å overbevise bedriften til å satse på Content Marketing: http://contentmarketing.no/kalkulere-avkastning-og-roi/
At the Marketo #MKTGNation Summit I delivered this call to action for today's marketers: do the stuff that matters and that has an impact on the business. Why? Because so much of marketing is ineffective. One reason content marketing has become such a buzzword today is simply because it can be measured. And those who commit to measuring it, see returns on their investment that are often many times higher than the average ROI of marketing. Check this presentation out to learn 10 Formulas ANY business can use to measure the ROI of content marketing and never waste money again
Content Marketing ROI: What's Your Content Formula?Michael Brenner
Calculate the ROI of content marketing and never waste money again. In this webinar, Liz Bedor and explain the core foundations from our book "The Content Formula" We go over Building a solid Business Case, getting the Budget, and Proving the ROI of content marketing
How to Revive Your Database and Content to Thrive in the Engagement EconomyUberflip
A clean database is key to knowing your audience and properly segmenting prospects. Without the right content, your campaigns and nurture programs could fall flat inside the engagement economy.
What Is The ROI of Content Marketing? #Forward16Michael Brenner
Measuring the business value of marketing is the top concern for marketers and CMOs. So why do we spend so much of our time and money doing things that don't matter to our customers or drive impact for our business? In this keynote, I walk you through 10 simple approaches any business can take to define the ROI of content marketing that helps your customers and delivers on that elusive ROI.
The Formula for Content Marketing Automation ROIGetResponse
A webinar presentation by Michael Brenner for GetResponse. Michael explains the ways any business can measure the return on marketing through a consistent content marketing approach.
Modern civilization was built on the backs of great cities. Likewise, great businesses are now being built on the backs of B2B marketing. Cities like Rome, Athens, Hong Kong, and New York have been our models of culture and progress. And from the outside, these cities appear to function effortlessly. The truth is quite the opposite.
In order to build a successful B2B marketing empire, you must have a solid foundation in place. This eBook will cover the foundational elements of how to build your:
- B2B Marketing Strategy
- Marketing Career
- Marketing Squad
Gain insights and advice from top B2B marketers like Ann Handley, Michael Brenner, Chris Moody, Scott Monty, Lee Odden, Jason Miller and more!
How to Build Your B2B Marketing Empire From the Ground UpMarketingProfs
As we celebrate and reflect on our 10th anniversary at the MarketingProfs B2B Marketing Forum, let's look to the future with hope and excitement. Let's learn from what has worked, and abandon what hasn't. Let's challenge one another to achieve epic results. Let's build to last.
Content Marketing: Case studies and strategies for successMarketingSherpa
Presentation by Erin Hogg, Reporter, MECLABS, at UNF's Social Media Marketing class.
This presentation explores the familial relationship of content marketing and social media.
It also provides real examples and case studies of how content marketing is linked to sales and the concept of relationship marketing and establishing a life-long customer by building up company reputation and trust.
Content marketing is about change. You know you need to do it, to measure it and to show ROI. In this presentation at #CMWorld, I show you how to build the business case for content marketing. How to find the budget. And how to show real marketing ROI to the executives who demand it.
Crawl, Walk, Run with Account-Based MarketingSangram Vajre
How do you get started with account-based marketing, then fully execute ABM at scale? In this webinar, Sangram Vajre from Terminus teamed up with Dialpad, LookBook HQ, and Lattice Engines to discuss the steps for successful ABM campaigns.
Inbound marketing is a methodology that uses numerous types of pull marketing – content marketing, events, SEO, blogs, social media and that's only the tip of the iceberg – to pull in new business. As opposed to outbound marketing, where marketers endeavor to discover clients, inbound marketing wins the consideration of clients and makes the organization simple to be found.
A Roadmap to Inbound Marketing in the EnterpriseHubSpot
This year, 48% of marketers plan to increase their inbound marketing spending – the third year in a row that inbound budgets are increasing at a near 50% pace. This shift is happening for good reason. Inbound marketing consistently delivers 54% more leads into the funnel at a lower cost compared to traditional tactics.
Contrary to belief, inbound is not just for small business. Larger organizations such as Salesforce, NEC, Thermo Fisher, and Tufts have implemented inbound marketing to improve demand generation, ROI, and lead quality. And during in this webinar, we're going show you how they did it.
Long gone are the days when the marketing landscape encompassed only traditional, interruptive methods for engaging
with prospects. Today, leaders are shifting the marketing mix faster as inbound and digital continue to represent a huge
opportunity for driving demand. This recent study shows that global organizations—regardless of size—are integrating
more omni-channel and modern marketing techniques to help drive business forward.
Download this complimentary report to uncover the most challenging obstacles facing inbound marketing success and how SMB and enterprise marketers plan to overcome them in the year ahead. (Research conducted by Ascend2, in partnership with Marketing Advocate.)
Digital marketing formulas That You
The modern shopper marketer faces numerous tasks in their day-to-day, none more daunting than trying to navigate the ever-changing digital media landscape.It's easy for even the most knowledgeable marketer to get bogged down with the endless complexities and subtle nuances of the digital media space. There isn't a simple and easy way for shopper marketers to become digital media experts overnight. However, the truth is that you don't need to be an expert to execute expertly designed digital plans for your shopper marketing campaigns
Help You to get more high potential clients and how we generate 5 figure
Ultimate Content Marketing Guide for your 2014 content marketing strategy.
We launched the content marketing guide on January 23rd, 2014 in a joint webinar with Evernote. If you missed it, fear not, you can see the presentation here.
Similar to How To Create B2B Content That Converts (20)
http://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/
One of the best way to show a business the importance of content marketing is to show them all the great examples of companies who are already doing it right.
- Imagine you own the website for the generic category searches your customers use like L'Oreal's Makeup.com
- Imagine you own the digital destination for your target persona like Adobe CMO.com
- Imagine your content marketing hub is the largest source of leads for your business like American Express OPEN Forum
I think it often helps businesses, who might need that little push into content marketing, to see what others are doing.
What Is Your Favorite Content Marketing Hub?
This list came from my constant desire to learn from others, to recognize those who are creating great content, to inspire those who are looking to build their own best-practice content marketing program, and to help you see what approaches other companies are taking,
You will see a mix of B2B and Consumer brands. You will see a mix of on-domain and off-domain content hubs. You will see examples from companies large and small. You will see examples of brands that include some direct conversions and some that are only looking to build awareness.
99 Amazing Content Marketing Examples . . .
Check out the blog post on the importance of building your content marketing destination:
http://marketinginsidergroup.com/content-marketing/content-marketing-destination/
A content hub is a valuable way of interacting with your customers and connecting them with information, ideas, images, and stories. Once you have this content to pass along, you need a place to house it all. Somewhere that is capable of handling a constant feed of new content, from a variety of sources, covering a variety of topics, while still looking aesthetically pleasing and functioning so well that a customer will want to spend hours browsing what it has to offer.
This isn’t an easy task, but one that will be simplified and attainable after reading this guide. The guide is split into four sections, two dealing with your main hub page and two dealing with your specific article page. For both page types the guide is split into a form and function section. Form being your most basic layout, the pieces you need for the page and how to handle them stylistically. Function guides you through how a user will experience each page and the added elements to help improve this experience.
Each suggestion is analyzed on its own page and is accompanied by a screenshot of a site that demonstrates the topic. If you want to explore the entirety of the site, you can click the magnifying glass in the upper left corner of the screenshot on each example page to launch the full site on your browser.
Check it out and less us know what you think?
Content marketing is a huge buzzword. But what doesn't it really mean for your business. And how do you find the resources and the budget to execute a content marketing strategy today?
In this presentation, delivered at MarketingProfs B2B Forum, I provide the 7 key factors to content marketing success. I outline a roadmap that any business can follow to achieve content marketing success. I demonstrate how you can deliver the content your buyers need at each stage of their journey, and I explain how focusing on subscribers can be the key to success.
Download the presentation and reach out to me for more details or to get your own customized content marketing strategy.
Success in B2B Marketing starts with an intense focus on creating value for the B2B buyer.
In this presentation for the BMA Carolinas, I talk about how marketing can help drive change across the business by creating content people want, like to share, and might even love!
I provide the tips, tools and templates you need to create your own content marketing program that drives conversion for your business.
Tips, Tools and Templates To Build Your Content Marketing StrategyMichael Brenner
Are you looking for help to develop your content marketing strategy? In this presentation delivered at Content Marketing World, I'm offering all the tips, tools and templates you need to go from wherever you are in your content marketing journey to being a world class content brand.
In this workshop for LeadsCon Path2Conversion, Michael Brenner explains the importance of content for B2B Marketing in today's digital world.
You will learn:
1. How to build a content marketing strategy
2. Editorial strategy
3. Distribution best practices
4. How to measure results
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
I really enjoyed presenting "How To Create Content That People Actually Want" because so much of the content we create is wanted by no one. Promotion. Propaganda. Tech Sheets. Brochures. Talking head videos.
http://www.b2bmarketinginsider.com/content-marketing/how-to-make-content-real-good-slides
I like challenging marketing and communications people to dream bigger, to create content people might even love to consumer and content they love to create. I enjoy showing them examples of how to do it.
Content Marketing Personalization: Build Relationships At ScaleMichael Brenner
Check out the blog version here: http://www.b2bmarketinginsider.com/content-marketing/content-marketing-personalization -
I know you’re wondering “what the heck is content marketing personalization?” I promise I will get to that. But first, I want to tell you a brief story I am pretty certain you can relate to.
I went to the doctor a few weeks back. He asked what line of work I was in. I told him I was in marketing. He said, “that’s like sales, right?” I told him “no.” That’s not what I do.
After a pause, he said emphatically, “oh you help make those ads on TV that I hate.” I told him “no” again. I laughed a little. But then I struggled to explain to him exactly what it is that we do in marketing.
I believe that we help businesses build relationships with new customers. We join the conversations around our topic that are already happening. Marketing is about conversations and building relationships.
But I struggled to explain that to my doctor. Ask most people what marketing is, and they will tell you it is an ad. Or a billboard. Or the color of your logo.
Marketing Today Is Broken
Marketing cannot continue to be about ads. Ads we tune out. Ads we hate.
Marketing Starts With Answering Why
Marketing Must Focus On Customer Value
"Customers" Means Real People
The Metrics We Use Today Barely Scratch The Surface
Deliver the right message to the right person at the right time? You would be a content marketing rockstar!!!
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-word-year
Last week I presented on a NewsCred webinar on the future of content marketing. I talked about how marketing has always used great storytelling to connect with people.
I talked about how we are becoming a much more visual society, scanning information for the details we need in less than a second.
I used some stats and research and graphs to show that content marketing is all the marketing that's left. And my focus for the future of content marketing was for brands to be:
Informative
Visual
Shareable (and snackable, consumable, digestible, and always-on)
Entertaining
But I don't think any of these should be content marketing word of the year! I just know that your audience wants stories, not ads. And I hope to help you give it them!
So check out the presentation above
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-marketing-left
Stories have helped us connect with our fellow human beings since the dawn of time. But as we have evolved, each new communication platform creates opportunities and challenges, especially for brands.
Brands have learned that promoting themselves doesn't work. Ultimately it's the stories that allow brands to connect with their audience. The future of marketing is extreme customer-centricity.
Brands have to stop promoting themselves and create content that people actually want to consumer. The future of marketing will see more brands acting like publishers. This is more than a cliche. It means brands will start delivering content people want. And driving engagement and conversions.
As content consumers, we react more quickly and with deeper connection to headlines that engage us with curiosity and wit. The future of marketing uses the words we use when searching online and drives action with engaging headlines.
The world is overflowing with more information than any of us could ever dream of consuming. But "a picture is worth a thousand words." The future of marketing is more visual as brands follow traditional media publishers into visual content production. Brands will hire photographers, designers, reporters and videographers in addition to journalists.
The term "real-time marketing" is a myth. It is an over-simplification of the complexity of the modern world and how brands need to act in order to stay relevant. We are always-on and always-connected. The "campaign brain" no longer fits the world we live in. Campaigns that provide short-term bumps of engagement do not provide the return that marketing investment requires.
Brands cannot determine when and where lightning will strike. And so the future of marketing will see marketing leaders creating a culture of continuous always-on content production.
Social media is not a strategy. It is one of the channels we use to consume content and connect with people. It is the evolution of what started with the dawn of the internet and the move to digital, mobile and cloud-based systems of communications. These are just the pipes. Content is the fuel.
In order to be effective in the future, brands must create branded content hubs to attract their own audiences. The future of marketing is owned media and branded content hubs, driving social engagement that fuels paid distribution.
The Content Marketing Imperative For The Argyle Executive ClubMichael Brenner
Presented to some of the top CMOs and Marketing Executives in the Financial Services Industry, this deck walks through the declining contact rates of traditional marketing and the power of content marketing and storytelling to win the battle of customer attention.
The Content Marketing Imperative - Internet Week #IWNY and OMMA Native #MPOMMAMichael Brenner
The Content Marketing Imperative #MPOMMA #IWNY
This was one of the key stats that really seemed to resonate with the audience I spoke to this morning at #MPOMMA #IWNY.
I was thrilled to kick off the day as the opening keynote. And although I was competing with the mayor of NY, Bill de Blasio on another #IWNY stage, the audience filled the Media Post Theater at OMMA Native #MPOMMA.
My job was to set the stage for the discussion on Native Advertising.
I asked “Why are we talking about Native Advertising?” And the answer is because digital, social and mobile access has changed the world. Marketing has become highly ineffective because consumers can now tune us out.
What do they tune in to? Stories. Stories that connect on a human and emotional basis.
I also provided an overview of the journey we’ve taken and some of the native advertising we’ve tested.
Check out my slides here:
The emergence of the internet, social media and mobile connectivity has driven massive changes in the way customers access the information they need to make a decision. Brand publishing is one way businesses can break through the clutter and get ahead of the competition.
8 Steps To Effective Content For Social Media - Newscred WebinarMichael Brenner
How do you create effective content for social media? Join Me and Newscred to learn the 8 steps to creating and sharing content your customers need and want.
From #ConfabMN the content strategy conference, this presentation details the 8 simple steps to a content marketing program that will deliver business results, social media success and help your thought leaders grow their personal brands or achieve social selling objectives.
The world is swimming in more data and information than anyone can consume. Brands, agencies and publishers are battling for customer attention with increasingly less effective methods. Only customer-focused, social businesses that deliver entertaining content can succeed.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
17. MARKETING INSIDER GROUP
“We need to stop interrupting what
people are interested in and start
creating what they are interested in.
”
@BrennerMichael #MarketingUnited
24. MARKETING INSIDER GROUP
of marketing content goes
completely unused?
60-70%
How do we help answer
our buyers' questions when
@BrennerMichael #MarketingUnited
25. MARKETING INSIDER GROUP
Behind every piece
of bad content
is an executive
who asked for it.
@BrennerMichael #MarketingUnited
27. MARKETING INSIDER GROUP
The Art of Buyer Attraction
Digital
Analytical
Reach
Conversion
Target
Position
Message
Focus on Results
Focus on Activities
Focus
Skills@BrennerMichael #MarketingUnited
31. MARKETING INSIDER GROUP
IMAGINE: Marketing that attracts new buyers
AMEXOPEN Forum is the largest source of new leads for AMEX’s Small Business Division
@BrennerMichael #MarketingUnited
32. MARKETING INSIDER GROUP
Content Marketing programs
are assets with real value that
grows over time.
Need proof . . .
@BrennerMichael #MarketingUnited
34. 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
Where do you fall
on the content marketing
maturity curve?
Documented
content marketing
strategy
@BrennerMichael #MarketingUnited
36. MARKETING INSIDER GROUP
PART ONE
Build The
Business Case
BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
1
Three Steps To B2B Content That Converts
37. MARKETING INSIDER GROUP
How Do You Sell
Empathy To
Executives Who
Don’t Have Any?
@BrennerMichael #MarketingUnited
44. 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)
Are you answering your customers’ questions?
@BrennerMichael #MarketingUnited
45. MARKETING INSIDER GROUP
Reach early
stage buyers
Engage new buyers
with your brand
Conversions you would
have never reached
= $
Build The Business Case
@BrennerMichael #MarketingUnited
46. MARKETING INSIDER GROUP
PART TWO
Find The
Budget
BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
2
Three Steps To B2B Content That Converts
47. 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
= $
@BrennerMichael #MarketingUnited
49. 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?)
@BrennerMichael #MarketingUnited
55. OPP (OPC)
•Act as a journalists at events
•Customer Service / Sales FAQs
•Cover competitor and industry research
•Ask 2nd-tier influencers to share their work
How To Do Content Marketing Without A Budget?
@BrennerMichael #MarketingUnited
57. Create Stuff Easy
• Create a list of top influencers
• best conferences
• best quotes
• best stats in your industry
• Simply answer customer questions
• What is…
• Why important...
• How to achieve success with ...
How To Do Content Marketing Without A Budget?
@BrennerMichael #MarketingUnited
61. MARKETING INSIDER GROUP
SAP Digitalist Magazine
To help executives understand how technology drives business innovation.
@BrennerMichael #MarketingUnited
64. MARKETING INSIDER GROUP
Lyly Lepinay – Group Digital Content Marketing
Manager, Capgemini
@BrennerMichael #MarketingUnited
65. 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
66. 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
@BrennerMichael #MarketingUnited
67. 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
@BrennerMichael #MarketingUnited
68. MARKETING INSIDER GROUP
Lifetime Value:
Content consumers
spend 2x more and
are 3x more loyal.
Shane Jordan
Digital Marketing Manager
Blue Cross BlueShield of Alabama
69. MARKETING INSIDER GROUPBUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
My Free Gift To You: http://bit.ly/content-formula
This is me 20 pounds, I mean 20 years ago, at College Graduation. I went to school to study business but then changed my major to English Lit because I was fascinated by the art of storytelling. I still wanted to follow my career ambitions by working in the business field but felt even then that communications was the key to business success. It’s 1994 and a company named Mosaic changed it’s name to Netscape and released the first web browser. At this time, there were 1,000 connected computers in the early world wide web. In just a few short years, that number went from millions to the billions of connected devices we have today.
Fast forward to today. And it’s content and accessibility that is driving the world, not the Internet. Marketers, publishers and agencies are no longer in control. The consumer is…we have each become our own network hubs.
These are my children. The oldest there in the middle is Linkedin, to the left is my other daughter Facebook. To the right is my son Twitter and my youngest is G+. Aren’t they cute. I’m so proud of them. They have literally and drastically changed my world in just a few short years.
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.
The secret to content marketing is that its not that hard. There are obstacles, but what we’re going to do is give you our secrets and let you know what’s worked for other brands to drive a content marketing strategy.