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
@TwitterHandle • #CMWorld
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
@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
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
@TwitterHandle • #CMWorld
Content Marketing ROI – Reach AGENDA The Value of Organic Search = (Paid Search CPC X Organic Search Traffic)
@TwitterHandle • #CMWorld
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)
@TwitterHandle • #CMWorld
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