Date post: | 08-Jan-2017 |
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Marketing |
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The Content Marketing Imperative
Michael BrennerCEO, Marketing Insider GroupAuthor, The Content Formula@BrennerMichael
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Content Marketing Is An Imperative
Earn Your Audience’s Attention
Vs. Buying Or Interrupting.
= ROI
What is the ROI?
@BrennerMichael @LizBedor
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)
Marketing Has A Marketing Problem
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If All You Do Is Promote Your Products With
Interruptions, You Are Missing The
Majority of Buyers
STOP interrupting
what people are interested in
and be what people are
interested in!
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Marketing That Attracts An Audience
ContentMarketing
What Brands Publish
WhatCustomers
Want
Business Instinct CharityEmpathy
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Behind every piece of bad content is an executive who asked for it.
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The Buyer Journey Doesn’t Start With A
Search For Your Product
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Cluster Brand? Total Monthly Searches (est.)
Analytics Brand 458 30,000 XAnalytics Non-Brand 1,520,761Cloud Brand 398 10,000 XCloud Non-Brand 578,460Big Data Brand 28,884 218 XBig Data Non-Brand 470,967Mobility Brand 12,488 28 XMobility Non-Brand 345,598CRM/Sales Brand 156,028 40 XCRM/Sales Non-Brand 6,313,329Accounting. Finance Brand 30,497 24 XAccounting. Finance Non-Brand 720,493TOTAL Brand 1,688,883 130 XTOTAL Non-Brand 130,616,715
Tried To Push Back With Data
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What Buyers Really Search For . . .
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Our Website: Talking To Ourselves
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleLate-Stage
Content66%
Early-Stage Content6%
Middle-Stage Content
28%
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The Math Didn’t Help
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The Power of Fear
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Traffic from Organic, Social & Referrals
Organic Social SAP Owned Referrals
Reach and Engagement We Would Have Never Seen
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Reach, Engagement and Conversions We Would Have Never Seen
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Content Marketing ROI – Year 1 ROI0.1% Marketing Budget------------$1 Million in search traffic$250,000 in email list growth -- 2.4X ROI $540,000 in lead conversion to sales -- 5.4X ROI $21,000 in direct e-store sales?? Click to call / chat?? Partner Ad Sales-------------$1,911,000 in Value / Investment= $100,000
18X Return On Investment
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How Much Early-Stage Search Traffic Comes To Your Website?
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Email, Search & Social --90% of ALL Content Discovery
Source:KoMarketing Associates
Search
Social
IMAGINE: Marketing that attracts new buyersAMEX OPEN Forum is the largest source of new leads for AMEX’s Small Business Division
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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39
The buyer journey is nothing more than a series of
questions that must be
answered.
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Customers Middle
Early What is / are?Why important
LateWho?How much?Where? 1
StagePersona Questions / Concerns Keyword Volume
100
How to? 10
Your Buyers’ Questions
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CONTENT MARKETING
ArticlesNews InfographicsSocial Content Quizzes
VideoWhitepapersWebinarsPodcastsHow-To Guides
EventsNewsletters Customer Profiles
PRODUCT MARKETING & ADVERTISING
Product contentOffers
BrochuresCustomer Testimonials
Case studiesAds
CONSIDERATION
AWARENESS
DECISION
Create Content People Actually Want!
100
1
10
5
1580
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For Every Piece of Content You Create
For BUYERSCreate 100 For Early-
Stage PROSPECTS
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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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Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-150
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COMPOUNDING RETURN OF CONTENT MARKET-ING
# A
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________ Content Marketing Revenue
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COMPOUNDING RETURN OF CONTENT MARKET-ING
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Investment -------- >
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Investment -------- >
Return -------- >
@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
Homework: Rate yourselfBest Practice R Y GBusiness case / Documented Content missionBrand-owned destinationConsistently publishing quality contentContent mapped to the buyer journeyContent distributed on paid and social channelsFocus on content subscriptionsMeasure content marketing ROI
OverallGrade:
Homework:Your Content Marketing Mission
Become the premier destination for [what target audience]
interested in [what topics] to help them [customer value].
To drive reach, engagement, conversion of new customersAs measured by metric 1, 2 and / or 3.
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@BrennerMichael
Thank you!Michael BrennerCEO, Marketing Insider GroupAuthor, The Content Formula
Book Me To Speak:[email protected]