A Content Formula for Complex B2B Organizations

A Content Formula For Complex B2B Organizations Build the Business Case

|

Find the Budget

| Measure ROI

Michael Brenner CEO, Marketing Insider Group Author, The Content Formula @BrennerMichael @BrennerMichael @TwitterHandle • #CMWorld

AGENDA ① Build the Business Case for Content Marketing ② Find the Budget for Content Marketing ③ Measure Content Marketing ROI in Business Terms

@BrennerMichael

@VelocityTweets @TwitterHandle • #CMWorld

AGENDA

1

Build The Business Case

Build the Business Case

|

Find the Budget

| Measure ROI

@BrennerMichael @TwitterHandle • #CMWorld

AGENDA CEOs and Boards will no longer accept marketing that doesn’t deliver business results!

@TwitterHandle • #CMWorld

ROI is the #1 objective for AGENDA B2B Marketers in 2016

93%

81%

~AdAge

~CMI / MProfs

B2B CMO’s greatest challenge is showing measurable ROI.

B2B Marketers: measuring marketing effectiveness is their greatest challenge

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Marketing Has A Marketing Problem

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AGENDA

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The First Banner Ad (1994)

What is the ROI?

AGENDA

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Less likely AGENDA

to click on a banner than…

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AGENDA

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AGENDA What’s

The ROI of Your Marketing Overall? @TwitterHandle • #CMWorld

The Explosion of AGENDA Marketing Channels

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AGENDA

Marketers Love Buying Tactics But Winter is Coming! @TwitterHandle • #CMWorld

Millennial Content Discovery Email, Search, Social Patterns = 81% of Content Discovery in 2016.

Source: KoMarketing Associates

Content Marketing Means Creating Content People Actually Want AGENDA

What Brands Publish

Business Instinct

Content Marketing

Empathy

What Customers Want

Charity @TwitterHandle • #CMWorld

AGENDA Reach early stage buyers

Build The Business Case Engage new buyers with your brand

Conversions you would have never reached

=$ @TwitterHandle • #CMWorld

How Large is the Audience?

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How Much Unbranded Traffic Do You Get?

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How Much Early-Stage Search Traffic Comes To Your Website?

AGENDA

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Are You Creating Content People Actually Want?

AGENDA

CONTENT MARKETING

100

Articles News Infographics Social Content Quizzes

15

10

Video Whitepapers Webinars Podcasts How-To Guides

80

1

5

PRODUCT MARKETING

Product content Offers Brochures Customer Testimonials Case studies Ads

Events Newsletters Customer Profiles

@TwitterHandle • #CMWorld

Are You Answering Your Customers’ Questions?

AGENDA

What is Content Marketing?

(100 - 3000 X)

Middle-stage

Brand Searches

How do I succeed with Content Marketing?

(2-10 X)

What tools can help me with content marketing?

(1)

Search / Social Volume

Early-stage Searches

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If The Math Isn’t Working

AGENDA

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AGENDA

Try Fear (and Love)

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AGENDA

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AGENDA

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IMAGINE: You show up first in Google

AGENDA

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IMAGINE: You own the category

AGENDA

www.makeup.com -- (owned by L’Oreal)

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IMAGINE: You own the target audience www.CMO.com -- owned by Adobe

AGENDA

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IMAGINE: Marketing that attracts new buyers

AGENDA

AMEX OPEN Forum is the largest source of new leads for AMEX’s Small Business Division

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AGENDA Reach early stage buyers

Build The Business Case Engage new buyers with your brand

Conversions you would have never reached

=$ @TwitterHandle • #CMWorld

AGENDA

2

Find The Budget

Build the Business Case

|

Find the Budget

| Measure ROI

@BrennerMichael @TwitterHandle • #CMWorld

AGENDA

60-70% of marketing content goes completely unused. *Sirius Decisions

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AGENDA Behind every piece of bad content is an executive who asked for it. @TwitterHandle • #CMWorld

AGENDA

The Easiest Way To Find Budget For Content Marketing . . . @TwitterHandle • #CMWorld

AGENDA

STOP Creating Content / Ads No One Wants @TwitterHandle • #CMWorld

Excuse me boss but. . .

AGENDA Why does this matter?

What is the impact?

How will it be measured? @TwitterHandle • #CMWorld

Are You Creating Content People Actually Want?

AGENDA

CONTENT MARKETING

100

Articles News Infographics Social Content Quizzes

15

10

Video Whitepapers Webinars Podcasts How-To Guides

80

1

5

PRODUCT MARKETING

Product content Offers Brochures Customer Testimonials Case studies Ads

Events Newsletters Customer Profiles

@TwitterHandle • #CMWorld

Content Waste is a

AGENDA $100 Billion Opportunity* Content Used…

Content Not Used 70% * Source: Econsultancy

=$ @TwitterHandle • #CMWorld

Which Marketing Programs Produce Zero AGENDA Results?

Measurable

=$ @TwitterHandle • #CMWorld

What Can We Stop? Banner Ads? AGENDA

.06% 10%

The average click-through rate of display ads (DoubleClick)

50% -40%

Clicks on mobile ads that are accidental

Banner ad clicks by Bots (comScore)

(GoldSpot)

Over-exposed online ads cause sales to DECLINE (Advertising Research Foundation)

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What Do You Spend On Paid Search Because You Don’t Rank Organically?

AGENDA

=$ @TwitterHandle • #CMWorld

AGENDA How To Do Content Marketing Without A Budget?

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AGENDA What is “Guerilla” Marketing?

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How To Do Content Marketing Without A Budget?

• Executive PowerPoints • Whitepapers • Customer Service and Sales FAQs • Your emails = answers • Cover competitor and industry research, video, infographics • Ask 2nd-tier influencers to share their work • Create a list of top influencers, best conferences, best quotes, best stats @TwitterHandle • #CMWorld

AGENDA

Show me the money! @TwitterHandle • #CMWorld

AGENDA

3

Measure ROI

Build the Business Case

|

Find the Budget

| Measure ROI

@BrennerMichael @TwitterHandle • #CMWorld

Maturity Audiences Only!

AGENDA Marketing ROI is the #1 Objective for Marketers in 2016

Optimize and target distribution Measure ROI of content marketing Distribute content to paid media

Documented content marketing strategy

Publish content to primary channel

Optimize for subscriptions & offers

Distribute content to earned media

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The Difference Between “Content” AGENDA and “Content Marketing” is the Destination

http://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/ @TwitterHandle • #CMWorld

AGENDA

WARNING!

Math ahead! @TwitterHandle • #CMWorld

AGENDA

Content Marketing programs are assets with real value that compounds over time.

Need proof . . . @TwitterHandle • #CMWorld

COMPOUNDING RETURN OF CONTENT AGENDA

600,000

600

MARKETING

500,000

500

300,000 300

Pageviews

400

# Articles

400,000

________ Leads

200,000

200

100,000

100

0

Sep-14

Oct-14

Nov-14

Dec-14

Jan-15

Feb-15

Mar-15

Apr-15

May-15

Jun-15

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SAP Digitalist Mag Gets More Engagement Than Fortune, AGENDA Fast Company and more…

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Reach, Engagement, Conversion AGENDA You Would Have Never Seen Organic Traffic / Social Traffic / Leads 35,000 30,000 25,000 20,000

15,000 10,000 5,000 0

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AGENDA

@TwitterHandle • #CMWorld

Advertising Partnership Can Fund Content Marketing

AGENDA

$100,000 / $100,000 Saved / invested in content marketing platform

1,000,000 Organic Visitors 10,000 Subscribers 1,000 Leads Reach, Engagement and LEADS SAP would have never seen. @TwitterHandle • #CMWorld

What is AGENDA

ROI?

Return ROI = Investment @TwitterHandle • #CMWorld

What is AGENDA

ROI?

ROI =

(Revenue – Investment)

Investment @TwitterHandle • #CMWorld

What is AGENDA

ROI?

ROI =

(Revenue – Investment)

Investment @TwitterHandle • #CMWorld

AGENDA What is

ROI?

ROI =

Do More With Less @TwitterHandle • #CMWorld

AGENDA What is

ROI?

Do The Same ROI = With Less @TwitterHandle • #CMWorld

Measure The ROI of AGENDA Content Marketing By Objective REACH

ENGAGE

CONVERT

RETAIN

Organic Search Traffic

Time on Site

LEADS

Retention Rate

Unbranded Search Traffic

Bounce rate

SUBSCRIBERS

Upsells

Social shares

OTHER CONVERSIONS

Subscriptions

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Content Marketing ROI – Reach AGENDA The Value of Organic Search = (Paid Search CPC X Organic Search Traffic)

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Content Marketing ROI – Reach AGENDA 35,000 30,000 25,000 20,000

The Value of Organic Search = ($2 CPC X 1,000,000) = $2 Million

15,000 10,000

Organic Traffic / Social Traffic / Leads

5,000 0

@TwitterHandle • #CMWorld

Measure The ROI of AGENDA Content Marketing By Objective REACH

ENGAGE

CONVERT

RETAIN

Organic Search Traffic

Time on Site

LEADS

Retention Rate

Unbranded Search Traffic

Bounce rate

SUBSCRIBERS

Upsells

Social shares

OTHER CONVERSIONS

Subscriptions

@TwitterHandle • #CMWorld

AGENDA

@TwitterHandle • #CMWorld

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+

Casper’s Van Winkles

Measure The ROI of AGENDA Content Marketing By Objective REACH

ENGAGE

CONVERT

RETAIN

Organic Search Traffic

Time on Site

LEADS

Retention Rate

Unbranded Search Traffic

Bounce rate

SUBSCRIBERS

Upsells

Social shares

OTHER CONVERSIONS

Subscriptions

--> Subscribers produce 38X ROI --> Subscribers and are 9X more likely to convert @TwitterHandle • #CMWorld

CapGemini: Content-Loop.com

AGENDA

~1M visitors in 1st year + 3K new followers / week + High Quality Leads

+ $1M Sales = 10X ROI

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Content Marketing ROI – Brand Engagement

AGENDA

The Value of Subscribers= (Sales from Email Nurture / List Size)

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Content Marketing ROI – Brand Engagement

AGENDA

The Value of Subscribers= (Sales from Email Nurture / List Size)

$10 Million / 400,000 = $25 10,000 subscribers x 25 = $250,000 @TwitterHandle • #CMWorld

Measure The ROI of AGENDA Content Marketing By Objective REACH

ENGAGE

CONVERT

RETAIN

Organic Search Traffic

Time on Site

LEADS

Retention Rate

Unbranded Search Traffic

Bounce rate

SUBSCRIBERS

Upsells

Social shares

OTHER CONVERSIONS

Subscriptions

@TwitterHandle • #CMWorld

AGENDA

An “Inquiry” is not a “Lead!” @TwitterHandle • #CMWorld

Content Marketing ROI - Conversion AGENDA The Value of Content Marketing Leads = (Content Marketing Leads X Conversion Rate X Avg. Sale Price)

@TwitterHandle • #CMWorld

Content Marketing ROI - Conversion AGENDA The Value of Content Marketing Leads = (Content Marketing Leads X Conversion Rate X Avg. Sale Price) 1,000 leads x 3% MQL x 50% Sales Accepted (SAL) x 50% Sales Qualified (SQL) x 40% Closed / Won x $180,000 Average Selling Price (ASP) = $540,000 ($540,000 - $100,000) / $100,000 = 4.4X ROI @TwitterHandle • #CMWorld

Measure The ROI of AGENDA Content Marketing By Objective REACH

ENGAGE

CONVERT

RETAIN

Organic Search Traffic

Time on Site

LEADS

Retention Rate

Unbranded Search Traffic

Bounce rate

SUBSCRIBERS

Upsells

Social shares

OTHER CONVERSIONS

Subscriptions

@TwitterHandle • #CMWorld

AGENDA It’s 6-7X cheaper to keep an existing customer than to acquire a new one.

A 5% increase in retention = 95% increase in ROI. @TwitterHandle • #CMWorld

AGENDA

Shane Jordan Digital Marketing Manager Blue Cross BlueShield of Alabama

Content Marketing ROI: Content consumers spend 2x more and are 3x more loyal. @TwitterHandle • #CMWorld

Content Marketing ROI - Retention

AGENDA

The Value of Retention= Lifetime Value $$$ Retention Rate $$$ Rev $$$ per Content-consuming Customers vs. Non-Content-consuming Customers @TwitterHandle • #CMWorld

AGENDA CEOs and Boards will no longer accept marketing that doesn’t deliver business results!

@TwitterHandle • #CMWorld

My Free Gift To You: http://bit.ly/content-formula

AGENDA

BUILD THE BUSINESS CASE

FIND THE BUDGET

MEASURE RESULTS @TwitterHandle • #CMWorld

Michael Brenner CEO, Marketing Insider Group Author, The Content Formula

Book Me To Speak: michael@marketinginsidergroup.com

@BrennerMichael @TwitterHandle • #CMWorld