BuzzSumo Content Marketing Masterclass - ROI

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Content Marketing Master Class

Return on Investment#ContentROI


Content Marketing ROI

Steve RaysonDirector, BuzzSumo@steverayson

Your host

Expert speakerMichael BrennerCEO, Marketing Insider Group@BrennerMichael


The Content FormulaCalculate the ROI of Content Marketing & Never Waste Money Again

Michael BrennerCEO, Marketing Insider Group@BrennerMichael

Life is short

Life is short

Your business “life” is even shorter

Life is short


STOP doing stuff that doesn’t make an

impact!


ROI is the #1 objective for Marketers in 2016

CMO’s greatest challenge is showing measurable ROI.

Marketers claim measuring marketing effectiveness is their greatest challenge

93%~AdAge

81%~CMI / MProfs

Marketing Has A Marketing Problem

What is the ROI?

@BrennerMichael @LizBedor

The First Banner Ad (1994)


Less likely to click on a banner than…


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 Can We Stop? Banner Ads?


What’s The ROI of logos on stadiums?@BrennerMichael

#BMA16


“CEOs and Boards will no longer accept marketing

that doesn’t deliver results!”~Gabe Leydon,

CEO, Machine Zone



We need to stop interrupting what people are interested in

and be what people are interested

in!


There were over 500 articles published on Content Marketing ROI in the last year, which were shared 90,000 times. There were over 4,000 articles on marketing ROI more generally.


There were over 500 articles published on Content Marketing ROI in the last year, shared 90,000 times. There were over 4,000 articles on marketing ROI more generally.

The median shares for B2B sites is 106 shares and for 1M random sites is 8 shares!!!




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

LateWho?How much?Where? 1

StagePersona Questions / Concerns Keyword Index

100

How to? 10

Content Marketing is as simple as answering your customers’ top

questions




WARNING!

Math ahead!


Content Marketing programs

are assets with real value that grows over time.

Need proof . . .


Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-150

100

200

300

400

500

600

-

100,000

200,000

300,000

400,000

500,000

600,000

COMPOUNDING RETURN OF CONTENT MARKETING

# A

rtic

les

Page

view

s

________ Leads

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Return

What is ROI?


(Revenue – Investment)

What is ROI?


(Revenue – Investment)

What is ROI?

CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleROI =

With Less

Do MoreWhat is ROI?

CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleROI =

With Less

Do The Same

What is ROI?


60-70% of marketing contentgoes completely unused.

*Sirius Decisions


Behind every piece of bad content is an executive who asked for it.

http://ctt.ec/dfg87


Content Used30%

Content Not Used70%

Content Waste is a $100 Billion Opportunity*

* Source: Econsultancy = $


We need to push back

http://ctt.ec/dfg87


The Art of Pushing Back

Why does this matter?

What is the impact?

How will it be measured?


Content Marketing Requires Empathy

ContentMarketing

What Brands Publish

WhatCustomers

Want

Business Instinct CharityEmpathy


How do you explain the importance of

empathy to executives who don’t have any?

http://ctt.ec/dfg87


Show me the money!


The #1 Way To ImproveMarketing ROI . . .


Run CRM ROI Report. Rank Low to High

=$


Reach early stage buyers

Engage new buyers with your

brand

Conversions you would have never

reached

= $

Build The Business Case For Change


Organic Search Traffic

REACH

Unbranded Search Traf -fic

LEADS

CONVERT

OTHER CONVERSIONS

SUBSCRIBERS

Time on Site

ENGAGE

Social shares

Subscriptions

Bounce rate

Retention Rate

Upsells

RETAIN

Measure The ROI of Content Marketing


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

=$


Lyly Lepinay – (Former) Content Marketing Manager, CapGemini “We’re Spending $$$ On Paid Search Because We Don’t Rank Organically!”


30%70%


CapGemini: Content-Loop.com

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


Content Marketing ROI – Reach

The Value of Organic Search = (Paid Search CPC X Organic Search Traffic)


Content Marketing ROI – Reach

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



REACH


LEADS

CONVERT

OTHER CONVERSIONS

SUBSCRIBERS

Time on Site

ENGAGE

Social shares

Subscriptions

Bounce rate

Retention Rate

Upsells

RETAIN



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



REACH


LEADS

CONVERT

OTHER CONVERSIONS

SUBSCRIBERS

Time on Site

ENGAGE

Social shares

Subscriptions

Bounce rate

Retention Rate

Upsells

RETAIN


Subscribers have value. And are 9x more likely to convert

than non-subscribers


Content Marketing ROI – Brand Engagement

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


Content Marketing ROI – Brand Engagement

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

$10 Million / 400,000 = $25

10,000 subscribers x 25 = $250,000



REACH


LEADS

CONVERT

OTHER CONVERSIONS

SUBSCRIBERS

Time on Site

ENGAGE

Social shares

Subscriptions

Bounce rate

Retention Rate

Upsells

RETAIN




Product vs. Category Searches”SAP Cloud” vs. “Cloud Computing”


SAP Website: Talking To Themselves


The Math Didn’t Help


The Power of Fear


IMAGINE: We show up first in Google


IMAGINE: We own the categorywww.makeup.com -- (owned by L’Oreal)

http://www.makeup.com/


IMAGINE: We own the target audiencewww.CMO.com -- owned by Adobe

http://www.cmo.com/


IMAGINE: Marketing that attracts new buyersAMEX OPEN Forum is the largest source of new leads for AMEX’s Small Business Division



BUT: SAP had no budget

Engagement?99% Bounce Rate

How Much COST?$200,000

Search Traffic?0, None, Nada, ZipSocial Shares?Also ZERO

Conversions?“This is an awareness campaign”


SAP Digitalist Magazine

To help executives understand how technology drives business innovation.

Engagement?70%

How Much COST?$100,000Half the ad budget

Search Traffic?50%Social Shares?10%

Conversions?~1,000 in year 1


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



Content Marketing ROI - ConversionThe Value of Content Marketing Leads =

(Content Marketing Leads X Conversion Rate X Avg. Sale Price)1,000 leads x 3% MQL x 50% SAL x 50% SQL x 40% closed x $180,000 = $540,000

($540,000 - $100,000) / $100,000 = 4.4X ROI



REACH


LEADS

CONVERT

OTHER CONVERSIONS

SUBSCRIBERS

Time on Site

ENGAGE

Social shares

Subscriptions

Bounce rate

Retention Rate

Upsells

RETAIN



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.

CLICK TO EDIT MASTER TITLEClick to edit Master subtitle styleContent Marketing

ROI:Content consumers spend 2x more and are 3x more loyal.

Shane JordanDigital Marketing ManagerBlue Cross BlueShield of Alabama


Content Marketing ROI - RetentionThe Value of Retention= Lifetime Value $$$

Retention Rate $$$

Rev $$$ per Content-consuming Customers

vs. Non-Content-consuming Customers@BrennerMichael

Life is short


STOP doing stuff that doesn’t make an

impact!


BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS

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


Thank you!Michael BrennerCEO, Marketing Insider Group@BrennerMichael