Hvordan beregne avkastningen på din Content Marketing? Her er 10 formler!
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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/
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Hvordan beregne avkastningen på din Content Marketing? Her er 10 formler!
- 1. MARKETING INSIDER GROUP The Content Formula Calculate the ROI of Content Marketing & Never Waste Money Again Michael Brenner CEO, Marketing Insider Group @BrennerMichael
- 4. @BrennerMichael Life is short Your business “life” is even shorter
- 5. @BrennerMichael Life is short Your business “life” is even shorter Do stuff that matters Make an impact!
- 7. MARKETING INSIDER GROUP What’s The ROI of Content Marketing? Calculation OR Defense Mechanism “ ”
- 8. MARKETING INSIDER GROUP Content Marketing programs are assets with real value that grows over time. Need proof . . .
- 9. MARKETING INSIDER GROUP - 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 Pageviews #Articles COMPOUNDING RETURN OF CONTENT MARKETING
- 10. Marketing Has A Marketing Problem
- 11. What is the ROI? The First Banner Ad (1994)
- 13. MARKETING INSIDER GROUP Less likely to click on a banner than…
- 20. MARKETING INSIDER GROUP 60-70% of marketing content goes completely unused. *Sirius Decisions
- 21. MARKETING INSIDER GROUP Behind every piece of bad content is an executive who asked for it.
- 22. MARKETING INSIDER GROUP The ones who are crazy enough to think that they can change the world are the ones who do. ” “ Steve Jobs
- 23. MARKETING INSIDER GROUP We need to push back
- 24. MARKETING INSIDER GROUP The Art of Pushing Back Why does this matter? What is the impact? How will it be measured?
- 25. MARKETING INSIDER GROUP Content Marketing Requires Empathy Content Marketing What Brands Publish What Customers Want Business Instinct CharityEmpathy
- 27. MARKETING INSIDER GROUPhttp://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/ The Difference Between “Content” and “Content Marketing” is the Destination
- 28. MARKETING INSIDER GROUP Content Marketing is EASY! “The Buyer Journey is nothing more than a series of questions that must be answered.” ~ IDC
- 29. 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 “The Buyer Journey is nothing more than a series of questions that must be answered.” ~ IDC Documented content marketing strategy
- 30. MARKETING INSIDER GROUP WARNING! Math ahead!
- 31. MARKETING INSIDER GROUP PART ONE / Build The Business Case BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS 1
- 32. MARKETING INSIDER GROUP How Do You Sell Empathy To Executives Who Don’t Have Any? @BrennerMichael
- 34. MARKETING INSIDER GROUP Reach early stage buyers Engage new buyers with your brand Conversions you would have never reached = $ Build The Business Case
- 35. MARKETING INSIDER GROUP 2011: SAP launches major new product Marketing Budgets Marketing Contribution
- 37. MARKETING INSIDER GROUP 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
- 38. MARKETING INSIDER GROUP Our Website: Talking To Ourselves
- 39. MARKETING INSIDER GROUP 168000 45000 48000 3400 228 Digital Share of Voice – Brand Only Comp #1 Comp #4 Comp #5 Comp #2 Client #3 25 18 15 23 20 Market Share Comp #1 Comp #4 Comp #5 Comp #2 Client #3
- 40. MARKETING INSIDER GROUP Late-Stage Content 66%Early-Stage Content 6% Middle-Stage Content 28%
- 41. MARKETING INSIDER GROUP The Math Didn’t Help
- 42. MARKETING INSIDER GROUP The Power of Fear
- 45. MARKETING INSIDER GROUP IMAGINE: We show up first in Google
- 46. MARKETING INSIDER GROUP IMAGINE: We own the category www.makeup.com -- (owned by L’Oreal)
- 47. MARKETING INSIDER GROUP IMAGINE: We own the target audience www.CMO.com -- owned by Adobe
- 48. MARKETING INSIDER GROUP IMAGINE: Marketing that attracts new buyers AMEXOPEN Forum is the largest source of new leads for AMEX’s Small Business Division
- 49. MARKETING INSIDER GROUP BUT: We had no budget Engagement? 99% Bounce Rate How Much COST? $200,000 Search Traffic? 0, None, Nada, Zip Social Shares? Also ZERO Conversions? “This is an awareness campaign”
- 50. MARKETING INSIDER GROUP SAP Digitalist Magazine To help executives understand how technology drives business innovation. Engagement? 70% How Much COST? $100,000 Half the ad budget Search Traffic? 50% Social Shares? 10% Conversions? ~1,000 in year 1
- 51. MARKETING INSIDER GROUP 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
- 52. MARKETING INSIDER GROUP Reach, Engagement and Conversions We Would Have Never Seen
- 53. MARKETING INSIDER GROUP How Much Early-Stage Search Traffic Comes To Your Website?
- 54. 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) How Much Early-Stage Search Traffic Is There?
- 55. MARKETING INSIDER GROUP CONTENT MARKETING Your Destination Blogs News Infographics Social Content Video Whitepapers Webinars Events Newsletters How-To Guides Customer Profiles PRODUCT MARKETING Product content Offers Brochures Customer Testimonials Case studies Ads Reach, Engage and Convert Buyers You We Would Have Never Seen
- 56. MARKETING INSIDER GROUP PART TWO / Find The Budget BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS 2
- 57. MARKETING INSIDER GROUP Marketers Buy Tactics
- 58. MARKETING INSIDER GROUP Content Used… Content Not Used 70% Content Waste is a $100 Billion Opportunity* * Source: Econsultancy = $
- 59. MARKETING INSIDER GROUP What Do You Spend On Paid Search Because You Don’t Rank Organically? 30%70%
- 60. MARKETING INSIDER GROUP What Do You Spend On Paid Search Because You Don’t Rank Organically? =$
- 61. 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?)
- 62. MARKETING INSIDER GROUP Run CRM ROI Report. Rank Low to High =$
- 63. MARKETING INSIDER GROUP Advertising Partnership Can Fund Content Marketing Saved / invested in content marketing platform $100,000 / $100,000 Reach, Engagement and LEADS SAP would have never seen. 1,000,000 Organic Visitors 10,000 Subscribers 1,000 Leads
- 64. MARKETING INSIDER GROUP How To Do Content Marketing Without A Budget?
- 65. MARKETING INSIDER GROUP What is “Guerilla” Marketing?
- 66. Re-Purpose •Executive PowerPoints •Whitepapers •Customer Service and Sales FAQs •Your emails = answers How To Do Content Marketing Without A Budget? @BrennerMichael
- 67. OPP (OPC) •Act as a journalists at events •Cover competitor and industry research •Ask 2nd-tier influencers to share their work How To Do Content Marketing Without A Budget? @BrennerMichael
- 68. Create Stuff Easy • Create a list of top influencers • best conferences • best quotes • best stats in your industry • Extract the expertise inside your company • What is… • Why important... • How to achieve success with ... How To Do Content Marketing Without A Budget? @BrennerMichael
- 71. MARKETING INSIDER GROUP PART THREE / Measure Results BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS 3
- 72. MARKETING INSIDER GROUP How Do You Sell Empathy To Executives Who Don’t Have Any? @BrennerMichael
- 73. 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 Measure The Business Value of Content Marketing
- 74. MARKETING INSIDER GROUP Content Marketing ROI – Reach / Awareness TheValue of Organic Search = (Paid Search CPC X Organic SearchTraffic) TheValue of Unbranded SearchTraffic = (Paid Search CPC X Unbranded SearchTraffic)
- 75. MARKETING INSIDER GROUP Content Marketing ROI – Reach / Awareness TheValue of Organic Search = ($2 X 500,000) = $1 Million TheValue of Unbranded SearchTraffic = ($2 X 420,000) = $840,000
- 76. MARKETING INSIDER GROUP Lyly Lepinay – Former Group Digital Content Marketing Manager, Capgemini
- 77. 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
- 78. MARKETING INSIDER GROUP Content Marketing ROI – Brand Engagement TheValue of Subscribers= (Sales from Email Nurture / List Size)
- 81. 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+
- 83. 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 Subscribers are 9x more likely to convert than non-subscribers
- 84. MARKETING INSIDER GROUP Content Marketing ROI – Brand Engagement TheValue of Subscribers= (Sales from Email Nurture / List Size) $10 Million / 400,000 = $25 10,000 subscribers x 25 = $250,000
- 85. MARKETING INSIDER GROUP Content Marketing ROI - Conversion TheValue of Content Marketing Leads = (Content Marketing Leads * Conversion Rate X Avg. Sale Price) Content Marketing Direct $ales
- 86. MARKETING INSIDER GROUP Content Marketing ROI - Conversion TheValue of Content Marketing Leads = (Content Marketing Leads * Conversion Rate X Avg. Sale Price) 1,000 leads x 3% MQL x 50% SAL x 50% SQL x 40% closed x $180,000 $540,000 Content Marketing Direct $ales 3 e-store visits / week x $400 x 52 = $21,000
- 87. MARKETING INSIDER GROUP Content Marketing ROI - Retention TheValue of Retention= LifetimeValue Content Customer vs. Non-ContentCustomers Retention Rate vs. Non-Content Customers Revenue per Content Customer vs. Non-ContentCustomers
- 88. MARKETING INSIDER GROUP Lifetime Value: Content consumers spend more and are more loyal customers. Shane Jordan Digital Marketing Manager Blue Cross BlueShield of Alabama
- 89. MARKETING INSIDER GROUP Show me the money!
- 90. MARKETING INSIDER GROUP Content Marketing ROI $100,000 saved in advertising landing page costs $1 Million in search traffic $250,000 in email list growth $540,000 in lead conversion to sales $21,000 in direct e-store sales ?? Click to call / chat ------------- $1,911,000 inValue / Investment= $100,000 19X ROI
- 91. MARKETING INSIDER GROUP SAP Digitalist Mag Gets More Engagement Than Fortune, Fast Company and more…
- 93. MARKETING INSIDER GROUPBUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS My Free Gift To You: http://bit.ly/content-formula
- 94. MARKETING INSIDER GROUP Thank you! Michael Brenner CEO, Marketing Insider Group @BrennerMichael
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?