Anyone can buy clicks and leads, but the most effective brands attract their customers through content marketing. This imperative is more than just the right thing to do, it is also the only way to produce marketing that delivers a compounding rate of return.
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Content Marketing Is An Imperative
Earn Your Audience’s Attention
Vs. Buying Or Interrupting.
= ROI
6. What is the ROI?
The First Banner Ad
(1994)
@BrennerMichael
7.
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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)
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12.
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If All You Do Is Promote
Your Products With
Interruptions, You Are
Missing The Majority of
Buyers
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Marketing That Attracts An Audience
Content
Marketing
What
Brands
Publish
What
Customers
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 1,520,761
Cloud Brand 398
10,000 XCloud Non-Brand 578,460
Big Data Brand 28,884
218 XBig Data Non-Brand 470,967
Mobility Brand 12,488
28 XMobility Non-Brand 345,598
CRM/Sales Brand 156,028
40 XCRM/Sales Non-Brand 6,313,329
Accounting. Finance Brand 30,497
24 XAccounting. Finance Non-Brand 720,493
TOTAL 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
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Click to edit Master subtitle styleLate-Stage Content
66%Early-Stage Content
6%
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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0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
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 ROI
0.1% 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 inValue / 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 Email Social
36. IMAGINE: You own the target audiencewww.CMO.com -- owned by Adobe
37. IMAGINE: Marketing that attracts new buyers
AMEX OPEN Forum is the largest source of new leads for AMEX’s Small Business Division
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3
40. 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
Late
Who?
How much?
Where?
1
StagePersona Questions / Concerns Keyword Volume
100
How to?
10
Your Buyers’ Questions
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CONTENT MARKETING
Articles
News
Infographics
Social Content
Quizzes
Video
Whitepapers
Webinars
Podcasts
How-To Guides
Events
Newsletters
Customer Profiles
PRODUCT MARKETING
& ADVERTISING
Product content
Offers
Brochures
Customer Testimonials
Case studies
Ads
Create Content People Actually Want!
100
1
10
5
15
80
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For Every Piece of
Content You Create For
BUYERS
Create 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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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
51. Homework: Rate yourself
Best Practice R Y G
Business case / Documented Content mission
Brand-owned destination
Consistently publishing quality content
Content mapped to the buyer journey
Content distributed on paid and social channels
Focus on content subscriptions
Measure content marketing ROI
Overall
Grade:
52. 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 customers
As measured by metric 1, 2 and / or 3.
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@BrennerMichael
54. Thank you!
Michael Brenner
CEO, Marketing Insider Group
Author, The Content Formula
Book Me To Speak:
michael@marketinginsidergroup.com
Hinweis der Redaktion
Mohammad Basheer Abdul Khadar
We’ve all asked the question, why content marketing?
To set the stage, there’s 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?
The secret to content marketing is that its not that hard. There are obstacles, but what we’re going to do is give you our secrets and let you know what’s worked for other brands to drive a content marketing strategy.