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10 Formulas To Measure Content Marketing ROIFor Tomorrows Marketer In Todays World #MKTGNationMichael BrennerCEO, Marketing Insider Group@BrennerMichael
MARKETING INSIDER GROUP
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@BrennerMichael
Life is short
Your business life is even shorter
Do stuff that matters and makes an impact!
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Nearly half a million page views
Maybe my best piece of content.
Cost $1,000 and a couple of hours to make
Whats the ROI of Content MarketingCALCULATION OR DEFENSE MECHANISM
Show me the money!
Content Marketing programs are assets with real value that grows over time.
Need proof?
Compounding Effect of Content PublishingAnonymized NewsCred client data of a Fortune 200 company, 2015
WARNING! MATH AHEAD
Marketing Has A Marketing Problem
Ask most people, what is marketing?
They will think of ads and promotion.
Marketing should a strategic asset for your company!
Weve all asked the question, why content marketing?
To set the stage, theres 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?
Content marketing trends
Unwanted Interruptions are everywhere.
Auto-play video ads are the most evil
creation in the history of marketing
I dont want to take a survey!!!
I dont want to hit continue 3 times!!!
The First Banner Ad (1994)
44% Click thru
Now banners average 0.1% CTR
You are more likely to
Than have someone click on your banner ad
60-70% of marketing contentgoes completely unused.
*Sirius Decisions
Behind every piece of bad content is an executive who asked for it.
The Art of Pushing BackWhy does this matter?
What is the business impact?
How will it be measured?
We need to stop interrupting whatpeople are interested in and start creating what they are interested in.
Core components the way we need to think. We need to think different.
WhatCustomersWantContentMarketingWhatBrandspublishEmpathy
Content Marketing Requires Empathy
I AMGREATCHARITYBUSINESS INSTINCT
@BrennerMichael
The Promise of Content MarketingTo EARN your audience VERSUS JUST BUYING IT
WARNING: Maturity Audiences Only!The Buyer Journey is nothing more than a series of questions that must be answered.- IDCPublish content to primary channelDistribute content to earned mediaDistribute content to paid mediaMeasure ROI of content marketingOptimize and target distributionOptimize for subscriptions & offersDocumented content marketing strategy
Part 1Build the Business Case
@BrennerMichaelHow do you sell empathy to an executive that doesnt have any?
Build the Business Case
= $Reach early stage buyersEngage new buyers with your brandConversions you would have never reached
2012: SAP launches major new product
MARKETING BUDGETSMARKETING CONTRIBUTION
ClusterBrand?Total Monthly Searches (est.)AnalyticsBrand45830,000 XAnalyticsNon-Brand1,520,761CloudBrand39810,000 XCloudNon-Brand578,460Big DataBrand28,884218 XBig DataNon-Brand470,967MobilityBrand12,48828 XMobilityNon-Brand345,598CRM/SalesBrand156,02840 XCRM/SalesNon-Brand6,313,329Accounting. FinanceBrand30,49724 XAccounting. FinanceNon-Brand720,493TOTALBrand1,688,883130 XTOTALNon-Brand130,616,715
Tried To Push Back With Data
How many early-stage buyers?
The Math Didnt Help
The Power of Fear
IMAGINE: We show up first in Google
IMAGINE: We own the category
www.makeup.com -- (owned by LOreal)
IMAGINE: We own the target audiencewww.CMO.com -- owned by Adobe
IMAGINE: Marketing that attracts buyersAMEX OPEN Forum is the largest source of new leads for AMEXs Small Business Division
Engagement?99% Bounce RateHow Much COST?$XXX,XXXSearch Traffic?0, None, Nada, ZipSocial Shares?Also ZEROConversions?This is an awareness campaignBUT: We had no budget
SAP Digitalist MagazineTo help executives understand how technology drives business innovation.
Engagement?70%How Much COST?Half the ad budgetSearch Traffic?50%Social Shares?10%Conversions?~1,000 in year 1
Reach and Engagement We Would Have Never Seen
Reach, Engagement and Conversions We Would Have Never Seen
66%28%6%Look at Content by Buyer Stage
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)Early - stage searchesmiddle - stagebrand searchessearch / social volume
How Much Early-Stage Search Traffic Is Out There?
How Much Early-Stage Search Traffic Comes to Your Website?
Part 2Find the Budget
* Source: Sirius Decisions** Source: Econsultancy 60 - 70% of Content Goes Completely Unused*$100 Billion Opportunity*= $
What Do You Spend On Paid Search Because You Dont Rank Organically?= $
The average click-through rate of display ads is 0.1%(DoubleClick)Only 8% of internet users account for 85% of clicks on display ads (and some arent even humans!)(comScore)About 50% of clicks on mobile ads are accidental(GoldSpot)Reallocate Budget From Low Performing Marketing Programs (Advertising?).1%8%50%
Set up of NR writer teams > can make changes, but generally have had a 96% retention rate
Run CRM ROI Report. Rank Low to High
= $
Advertising Can Fund Content Marketing
Saved / invested in content marketing platform$100,000 / $100,000Reach, Engagement and LEADS SAP would have never seen1,000,000 Organic Visitors10,000 Subscribers1,000 Leads
How to do Content Marketing Without a Budget
How to do Content Marketing Without a Budget
How to do Content Marketing Without a Budget
Re-Purpose
Executive PowerPoints
Whitepapers
Customer Service and Sales FAQs
Your emails = answers
How To Do Content Marketing Without A Budget?
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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?
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Create Stuff Easy
Create a list of top influencers
best conferences best quotes best stats in your industry
Simply answer customer questions
What isWhy important...How to achieve success with ...
How To Do Content Marketing Without A Budget?
61
Part 3Measure Results
Content Marketing ROI - Reach / AwarenessThe Value of Organic Search = (Paid Search Budget X Organic Search Traffic) / Paid Search Traffic The Value of Unbranded Search Traffic = (Paid Search Budget X Unbranded Search Traffic) / Paid Search Traffic
Lyly Lepinay Group Digital Content Marketing Manager, Capgemini
For exampleIn 2014, Capgemini launched its digital hub, Content Loop, powered by NewsCred. The site is targeted to IT and business decision makers, and is powered with branded and licensed articles from leading publishers such as Forbes and VentureBeat.
11 licensed content news sources220 articles published every month5x cost savings from using NewsCred
Capgemini built a content marketing machine
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
1,800,000 articles shared in past 6 months, 69% via LinkedIn
+ High Quality Leads
+ Sales / ROI
Content Marketing ROI - Brand EngagementThe Value of Subscribers=
($$$ from Email) / # Subscribers
engageReachConvertpaid vs. organic search trafficunbranded search trafficorganic search share of voiceThe Power of SubscriptionsSUBSCRIPTIONS
retaintime on sitebounce ratesocial sharesleadssubscribersother conversionsretention rateupsells
Subscribers are 9x more likely to convert than non-subscribersB2B buyers engage with 20 pieces of content on average, and 90% comes via their inboxSubscribers Are The Key
Content Marketing ROI - ConversionThe Value of Content Marketing Leads =
Content Marketing Leads X
Content Marketing Conversion Rate X Avg. Sale Price
Content Marketing ROI - RetentionThe Value of Retention =
Content Customers / Subscribers LTV vs. LTV Customers Who Dont Read / Subscribe
Content Customer Retention Rate vs. Non-Content Customers
Revenue per Content Customer vs. Non-Content CustomersSubscribers spend 2x more (LTV) and become 3x more loyal customers (Retention)
Lifetime Value:Content consumers spend more and are more loyal customers. Shane JordanDigital Marketing ManagerBlue Cross BlueShield of Alabama
My Free Gift to you: http://bit.ly/content-formula
Michael BrennerCEO, Marketing Insider Group@BrennerMichaelThank you!