If your feeling the pressure of launching a content marketing program fast, check out my 6-week launch plan. You got this!

1. Welcome to:
How To Launch A
Successful
Marketing Plan In 6 Weeks
Michael Brenner,
CEO, Marketing Insider Group
Author, The Content Formula

2. MARKETING INSIDER GROUP
THERE’S A FORMULA for
MARKETING ROI
Create Content
People Actually
Want
Delivers
Business
Results
@BrennerMichael

3. MARKETING INSIDER GROUP
The Content Marketing Promise:
Reach,
Engage,
Convert
customers you would have never reached.
Through content
they actually want to read and share

4. MARKETING INSIDER GROUP
Marketing That Attracts An Audience
Content
Marketing
What
Brands
Publish
What
Customers
Want
Business Instinct CharityEmpathy
@BrennerMichael

5. Content Marketing Roadmap
Priority 1 Priority 2 Priority 3 Priority 4
BUILD CONTENT MARKETING
BUSINESS CASE
1 Content audit
2 % of content used
3 Define business value
FOCUS ON SUBSCRIPTIONS
1 Email newsletter strategy
2 Offers / subscription CTA
3 Track conversions
SEO
1 Unbranded search
2 Content cadence
Ongoing
1 Track top posts, topics, authors
2 Social engagement
3 Testing offers
4 Sales team feedback on conversions
SITE ENHANCEMENTS
1 Navigation bar
2 Content categories
3 Top posts
4 CTAs
5 Image selection
6 Comments
RE-PURPOSE CONTENT
1 YouTube videos
2 SlideShares
3 Interlink other posts
PAID DISTRIBUTION
1 A/B test with LinkedIn, Twitter,
Facebook and Outbrain
2 Put money behind high-
performing organic content
SOCIAL DISTRIBUTION
1 A/B test sharing same content
2 Engage influencers, publishers
REPORT ON PROGRESS TO
BUSINESS VALUE
1 Subscribers, leads
2 Map progress to business value
3 New audience reached
4 Unbranded search terms
5 Conversions

6. The Content Marketing Framework
Foundation Destination Team Editorial
Customer
Journey
Distribution Measurement
• Audience Insights
• Business Case
• Current State
• Mission Statement
• Budget
• Branding
• Design
• URL
• Who does what?
• Agency
• Distribution
• Structure
• Topics
• Types
• Tone
• SEO
• Imagery
• Cadence
• Questions
• Content by Stage
• Channels
• Offers
• Conversions
• Subscriptions
• Content
• Owned
• Earned
• Paid
• Subscriptions
• Benchmarks
• Reports
• Measures
• Cadence
• Testing
• Optimization
Week 1 Week 2 Week 3 Ongoing

7. Content Marketing Best Practices
1. Documented content marketing mission statement
2. Accountability for the success of content marketing
3. Consistently published content on a brand-owned destination
4. Content mapped to the buyer journey
5. Content distributed on social and paid channels
6. Focus on content subscriptions
7. Commitment to measuring content marketing ROI

8. Exercise: Rate yourself
Best Practice R Y G
Documented business case / mission
Accountable for content marketing success
Consistently publishing quality content
Content mapped to the buyer journey
Content distributed on paid and social channels
Focus on content subscriptions
Goal to Measure content marketing ROI
Overall
Grade:
Page 9

9. Foundation Destination Team Editorial
Customer
Journey
Distribution Measurement
•Audience Insights:
•Business Case: What is the main business objective?
•Budget
•Mission Statement
The Content Marketing Framework

10. MARKETING INSIDER GROUPhttps://marketinginsidergroup.com/content-marketing/best-content-marketing-examples/
The Difference Between
Content and Content Marketing is a
Destination You OWN

11. MARKETING INSIDER GROUP
Content Marketing platforms
are assets you own
with real value
that grows over time.
Need proof . . .

12. MARKETING INSIDER GROUP-
100,000
200,000
300,000
400,000
500,000
600,000
0
100
200
300
400
500
600
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

13. MARKETING INSIDER GROUP-
100,000
200,000
300,000
400,000
500,000
600,000
0
100
200
300
400
500
600
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 -------- >

14. MARKETING INSIDER GROUP-
100,000
200,000
300,000
400,000
500,000
600,000
0
100
200
300
400
500
600
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 -------- >

15. MARKETING INSIDER GROUP
Early-stage Searches
Middle-stage
Brand Searches
Search/SocialVolume
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)
How Much Early-Stage Search Traffic Is There?

16. MARKETING INSIDER GROUP
How Much Early-Stage Search Traffic Comes To Your
Website?

17. What Do You Spend On Paid Search Because
You Don’t Rank Organically?
30%70%

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

19. Exercise:
Your Content Marketing Mission
Become the premier destination
for [what target audience]
interested in [what topics]
to help them [customer value].

20. Foundation Destination Team Editorial
Customer
Journey
Distribution Measurement
•UX
•Branding
•Destination
•CMS
The Content Marketing Framework:
Destination

21. 1. Categories showing the reader what topics you are covering

22. 2. Articles published with dates and authors shows frequency

23. 3. Images humanize the site and break up text

24. 4. Top posts highlighted to drive reader engagement

25. 5. Social buttons encourage sharing

26. 6. Multiple opportunities to capture email subscriptions

27. 7. Offers for deeper engagement

28. The Components of World-Class Destinations
1) Categories to highlight topics you cover
2) Dates and authors
3) Engaging images
4) Top posts to drive reader engagement
5) Encourage social sharing
6) Multiple opportunities to capture subscriptions
7) Offers to events, downloads, etc.
8) Content is not promotional
https://marketinginsidergroup.com/content-
marketing/best-content-marketing-examples/

29. Foundation Destination Team Editorial
Customer
Journey
Distribution Measurement
•Who does what?
•Design
•Build
•Content
•Distribution
•Measurement
The Content Marketing Framework:
Team

30. Content
Marketer /
Editor
Community
Manager
.
Designer Contributors SEO / Paid
Specialist
Analytics Curation
Define Roles / Responsibilities
What do you have today?
Where are the gaps?
 Editorial boards synchronize activities, find opportunities
 Content marketing can be a small amount of time from a large group of
people

31. Re-Purpose
•Executive PowerPoints
•Whitepapers
•Customer Service and Sales FAQs
•Your emails = answers
How To Do Content Marketing Without A Budget?

32. OPP (OPC)
•Act as a journalists at events
•Cover competitor and industry research
•Ask 2nd-tier influencers to share their work

33. Create Stuff Easy
• Create a list of top influencers
• best conferences
• best quotes
• best stats in your industry
• Extract the expertise inside your company
(experts and customers)
• What is…
• Why important...
• How to achieve success with ...

34. Foundation Destination Team Editorial
Customer
Journey
Distribution Measurement
•Structure
•Topics
•Types
•Tone
•Imagery
•Headlines
•SEO
The Content Marketing Framework:
Editorial Strategy

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

36. 0
10
0
200
300
400
500
600
A FEW TIMES
A YEAR
<
MONTHLY
1-2X PER
MONTH
1-2X PER
WEEK
1 PER DAY MORE
THAN 1
PER DAY
TRAFFIC / CONVERSIONS BY PUBLISHING CADENCE
INDEXEDTRAFFIC
Hubspot 2014
The Importance of Volume

38. Foundation Destination Team Editorial
Customer
Journey
Distribution Measurement
•Content by Stage
•Conversions
•Subscriptions
The Content Marketing Framework:
Mapping Content To The Buyer Journey

39. The Customer Journey
Doesn't Start
With A Search
For Your Product
@BrennerMichael

40. Your
Customers Middle
Early
What is / are?
Why important?
Late
Who?
How much?
Where?
StagePersona Questions / Concerns Content Types
How to?

41. Product Content
Offers
Brochures
Customer Testimonials
Case Studies
BRAND MARKETING
CONTENT MARKETING
Mapping Content Production to Journeys
Blogs
Quizzes
News
Infographics
Social Content
Video
Whitepapers
Webinars
Events
Newsletters
How-To Guides
Customer Profiles
100
10
1

42. Source: http://www.slideshare.net/DigitalMktr/the-ultimate-list-of-blog-post-ideas-infographic

43. Foundation Destination Team
Topics /
Themes
Customer
Journey
Distribution Measurement
•Owned
•Earned
•Paid
•Subscriptions
•Benchmarks
•Reports
•Metrics
•Optimization
The Content Marketing Framework:
Mapping Content To The Buyer Journey

44. https://marketinginsidergroup.com/content-marketing/best-content-marketing-examples/
The Difference Between
Content and Content Marketing is a
Destination You OWN

45. https://marketinginsidergroup.com/content-marketing/best-content-marketing-examples/
Your Social Media Accounts
Are NOT Content Marketing

46. CONTENT
SEO
Content should be the
center of all your
marketing efforts!
Once you have created
incredible content, work
to get it out there using
various distribution
methods that lead
people back to your
main site.
The Hub & Spoke Model

47. FACEBOOK TWITTER LINKEDIN INSTAGRAM PINTEREST
SUGGESTED
CADENCE
2 times per day,
5-7 days per week
Several times / day
(1 tweet per hour)
2x per day 1-2 times per day 2/3
times per week
5 pins/day
Ideal Social Cadence
But it’s best to test for your content and audience.

48. The average Hollywood movie spends 50-60% of
production budget on distribution.
Even Great Content Needs A Push!

49. CHANNEL PLATFORMS
Paid Search Google AdWords, Bing
Paid Social LinkedIn, Facebook, Twitter, Slideshare
Native Outbrain, Taboola, Sharethrough, Nativo
Display RTB, DSP, Programmatic - mobile, retargeting & rich media
Video Youtube, Vine, Vimeo
Even Great Content Needs A Push!

50. An Always-on Approach Wins Every Time!

51. Test Headline, Image, Social Targeting

52. Content Marketing KPI Dashboard
Page 29

53. Organic + Social Traffic
Brand Awareness
Search Rank
Unbranded Search Traffic
Subscribers
Conversions
Total Conversions
Leads
Time on Site
Brand Health
Social Shares
Subscriptions
Repeat Visitors
Bounce Rate
Retention Rate
Upsells
Retention
Content Marketing KPI Framework
Page 27

54. Subscribers are 9x more likely to convert than non-subscribers
The Value of Subscribers

55. Content Marketing Strategy Roadmap
Priority 1 Priority 2 Priority 3 Priority 4
BUILD CONTENT MARKETING
BUSINESS CASE
1 Objective #1_________
2 Objective #2_________
FOCUS ON SUBSCRIPTIONS
1 Subscriptions offered?
2 Offers / CTA?
SEO
1 1-3 top keywords:
1 _____________
2 _____________
3 _____________
2 Content plan for each
Ongoing
1 Track top posts, topics, authors
2 Social engagement
3 Test offers
4 Sales team feedback on conversions
SITE ENHANCEMENTS
1 Content categories
2 Top posts
3 Subscribers
4 Offers
5 Better image selection
6 Authors + dates
7 Mobile responsive
RE-PURPOSE CONTENT
1 Customer videos
2 Executive SlideShares
3 E-books into articles
PAID DISTRIBUTION
1 A/B test with LinkedIn, Twitter,
Facebook and Outbrain
2 Put money behind high-
performing organic content
SOCIAL DISTRIBUTION
1 A/B test sharing same content
2 Engage influencers, publishers
REPORT ON BUSINESS VALUE
1 Create report
2 Map progress to objective #1
3 Map progress to objective #2
4 Unbranded search terms
5 Track subscribers, leads
6 Value search, subscribers, leads
Pages
30- 31

56. Your Formula For Marketing ROI
Start with the customers you already have
Start with the content you already have
Commit to sharing what you know
Commit to measuring results
@BrennerMichael

57. Thank you!
Michael Brenner
CEO, Marketing Insider Group
Author, The Content Formula
Contact:
michael@marketinginsidergroup.com