The document discusses how to map marketing content to the buyer's journey. It argues that the buyer journey does not start with searching for a product, but with having questions that content can answer. It recommends focusing content creation on answering questions prospects have at different stages, from early awareness to purchase. The document also discusses optimizing content distribution across owned, earned, and paid channels and measuring the ROI of the content marketing program over time.

1. Mapping Content To
The Buyer Journey
Michael Brenner
CEO, Marketing Insider Group
Author, The Content Formula
@BrennerMichael

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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

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Less likely
to click on a
banner than…
@BrennerMichael

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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)

10. Marketing Has A
Marketing Problem

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The Buyer Journey
Doesn’t Start With A
Search For Your
Product

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If All You Do Is Promote
Your Products With
Interruptions, You Are
Missing The Majority of
Buyers

17. STOP interrupting
what people are interested in
and be what people are
interested in!

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Marketing That Attracts An Audience
Content
Marketing
What
Brands
Publish
What
Customers
Want
Business Instinct CharityEmpathy

19. IMAGINE: You own the target audiencewww.CMO.com -- owned by Adobe

20. IMAGINE: Marketing that attracts new buyers
AMEX OPEN Forum is the largest source of new leads for AMEX’s Small Business Division

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Email, Search & Social --
90% of ALL Content Discovery
Source:
KoMarketing Associates
Search Email Social

22. 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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Behind every piece
of bad content
is an executive
who asked for it.

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2

25. The buyer journey
is nothing more
than a series of
questions
that must be answered.

26. of marketing content goes
completely unused?
60-70%
How do we answer
buyers' questions when

27. MARKETING INSIDER GROUP
Behind every piece
of bad content
is an executive
who asked for it.

28. MARKETING INSIDER GROUP
Content
Used
30%
Content
Not Used
70%
$100 Billion Opportunity*
*Source: Econsultancy
= $

29. MARKETING INSIDER GROUP
What Do You Spend On Paid Search Because
You Don’t Rank Organically?
=$

30. MARKETING INSIDER GROUP
Run CRM ROI Report. Rank Low to High
=$

31. MARKETING INSIDER GROUP

32. MARKETING INSIDER GROUP
Who is finding you?

33. MARKETING INSIDER GROUP

34. The Buyer Journey Is Nothing More Than
A Series of Questions That Must Be Answered.
What is / are __________?
Why is _______ important?
How to __________?
When should I look to solve it?
Who (peers) has solved this?
How much?
Who sells it?
Where can I find out more?

35. 35
Keywordtooldominator.com
Ubersuggest.io
Keywordtool.io

36. 36
http://answerthepublic.com/

37. 37

39. 39
The Growing Importance of QUALITY:
“What is cloud computing?”

40. Few times
a year
1-2X per
month
Less than
monthly
1-2X per
week
1 per
day
>1 per
day
The Importance of QUANTITY:
Conversions Increase The More You Publish
Hubspot

41. 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

42. For Every 1 Piece of Content
You Create For
BUYERS
Create 100 Pieces of Early-
Stage Content for
PROSPECTS

44. Your
Target
Personas
Your
Audience’s
Interests
What You
Should Create
Content About
Focus more here
Focus on customer intent / interests

45. What About Gating?
CONTENT MARKETING
Blogs
Quizzes
News
Infographics
Social Content
Video
Whitepapers
Webinars
Events
Newsletters
How-To Guides
Customer Profiles
100
10
1

46. Gating is GOOD!
1. “Ultimate” Guides
2. Research Reports
3. Books / Excerpts
4. Events
5. Tips from the Pros
CONTENT MARKETING
Blogs
Quizzes
News
Infographics
Social Content
Video
Whitepapers
Webinars
Events
Newsletters
How-To Guides
Customer Profiles
100
10
1

47. CapGemini
Content-Loop.com
• LinkedIn Sponsored updates
• Drives to branded Content-Loop.com
• Offers to deeper content
• “Connect with experts”
Results:
~1M visitors / year
+ 3K new LinkedIn followers per week
+ High-Quality Leads
+ Sales / ROI

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Anyone can buy
clicks and leads.
CEOs demand
marketing that
delivers ROI!

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Show me the money!

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Content Marketing programs
are assets with real value that
grows over time.
Need proof . . .

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100,000
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0
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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

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100,000
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Traffic
#Articles
COMPOUNDING RETURN OF CONTENT MARKETING
________ Content Marketing Revenue
Investment -------- >

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100,000
200,000
300,000
400,000
500,000
600,000
0
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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

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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

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@BrennerMichael

56. Thank you!
Michael Brenner
CEO, Marketing Insider Group
Author, The Content Formula
Book Me To Speak:
michael@marketinginsidergroup.com