How To Sell Content Marketing To Executives

PowerPoint Presentation

A Content Formula For Complex B2B OrganizationsBuild the Business Case | Find the Budget | Measure ROIMichael BrennerCEO, Marketing Insider GroupAuthor, The Content Formula@BrennerMichael

@BrennerMichael #CMWorld

@TwitterHandle #CMWorld


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AGENDABuild the Business Case for Content Marketing

Find the Budget for Content Marketing

Measure Content Marketing ROI in Business Terms

@BrennerMichael@VelocityTweets #CMWorld


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1Build The Business Case


Build the Business Case | Find the Budget | Measure ROI


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CEOs and Boards will no longer accept marketing that doesnt deliver business results!


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@TwitterHandle #CMWorldROI is the #1 objective for B2B Marketers in 2016B2B CMOs greatest challenge is showing measurable ROI.B2B Marketers: measuring marketing effectiveness is their greatest challenge93%~AdAge 81%~CMI / MProfs


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Marketing Has A Marketing Problem


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@TwitterHandle #CMWorldWeve 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?7



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What is the ROI?@BrennerMichael @LizBedor

The First Banner Ad (1994)


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@TwitterHandle #CMWorldLess likely to click on a banner than


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Whats The ROI of Your Marketing Overall?


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The Explosion of Marketing Channels


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Marketers Love Buying Tactics

But Winter is Coming!


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@TwitterHandle #CMWorldMillennial Content Discovery Patterns

Email, Search, Social = 81% of Content Discovery in 2016. Source:KoMarketing Associates


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@TwitterHandle #CMWorldContent Marketing Means Creating Content People Actually Want

ContentMarketingWhat Brands PublishWhatCustomersWant

Business InstinctCharityEmpathy

@BrennerMichael


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@TwitterHandle #CMWorldReach early stage buyersEngage new buyers with your brandConversions you would have never reached

= $Build The Business Case@BrennerMichael


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How Large is the Audience?



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How Much Unbranded Traffic Do You Get?



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@TwitterHandle #CMWorldHow Much Early-Stage Search Traffic Comes To Your Website?

@BrennerMichael


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CONTENT MARKETING

ArticlesNews InfographicsSocial Content Quizzes

VideoWhitepapersWebinarsPodcastsHow-To Guides

EventsNewsletters Customer ProfilesPRODUCT MARKETING

Product contentOffersBrochuresCustomer TestimonialsCase studiesAds CONSIDERATIONAWARENESSDECISIONAre You Creating Content People Actually Want?10011051580


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@TwitterHandle #CMWorldEarly-stage SearchesMiddle-stageBrand SearchesSearch / Social Volume

What is Content Marketing?(100 - 3000 X)How do I succeed with Content Marketing?(2-10 X)What tools can help me with content marketing?(1)Are You Answering Your Customers Questions?@BrennerMichael


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If The Math Isnt Working


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Try Fear (and Love)


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http://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/http://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/


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@TwitterHandle #CMWorldIMAGINE: You show up first in Google


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@TwitterHandle #CMWorldIMAGINE: You own the categorywww.makeup.com -- (owned by LOreal)


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@TwitterHandle #CMWorldIMAGINE: You own the target audiencewww.CMO.com -- owned by Adobe


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@TwitterHandle #CMWorldIMAGINE: Marketing that attracts new buyers

AMEX OPEN Forum is the largest source of new leads for AMEXs Small Business Division


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@TwitterHandle #CMWorldReach early stage buyersEngage new buyers with your brandConversions you would have never reached

= $Build The Business Case@BrennerMichael


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2Find The Budget




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60-70% of marketing contentgoes completely unused.

*Sirius Decisions


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


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The Easiest Way To Find Budget For ContentMarketing . . .


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STOP Creating Content / AdsNo One Wants


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@TwitterHandle #CMWorldExcuse me boss but. . .Why does this matter?

What is the impact?

How will it be measured?


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CONTENT MARKETING

ArticlesNews InfographicsSocial Content Quizzes

VideoWhitepapersWebinarsPodcastsHow-To Guides

EventsNewsletters Customer ProfilesPRODUCT MARKETING

Product contentOffersBrochuresCustomer TestimonialsCase studiesAds CONSIDERATIONAWARENESSDECISIONAre You Creating Content People Actually Want?10011051580


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Content Waste is a

$100 Billion Opportunity** Source: Econsultancy= $


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@TwitterHandle #CMWorldWhich Marketing Programs Produce Zero

Measurable Results?

=$


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@TwitterHandle #CMWorldThe 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?

-40%Over-exposed online ads cause sales to DECLINE(Advertising Research Foundation)


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What Do You Spend On Paid Search Because

You Dont Rank Organically?=$


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@TwitterHandle #CMWorldHow To Do Content Marketing Without A Budget?


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@TwitterHandle #CMWorldWhat is Guerilla Marketing?


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@TwitterHandle #CMWorldExecutive 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

How To Do Content Marketing Without A Budget?



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Show me the money!


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3Measure ROI




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@TwitterHandle #CMWorldMaturity Audiences Only!

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 2016Documented content marketing strategy


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@TwitterHandle #CMWorldhttp://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/

The Difference Between Content and Content Marketing is the Destination


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WARNING!Math ahead!


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@TwitterHandle #CMWorldContent Marketing programs are assets with real value that compounds over time.

Need proof . . .


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


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@TwitterHandle #CMWorldReach, Engagement, ConversionYou Would Have Never Seen


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Advertising Partnership Can Fund Content MarketingSaved / invested in content marketing platform$100,000 / $100,000Reach, Engagement and LEADS SAP would have never seen.

1,000,000 Organic Visitors10,000 Subscribers1,000 Leads@BrennerMichael


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@TwitterHandle #CMWorldROI =InvestmentReturnWhat is ROI?


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@TwitterHandle #CMWorldROI =Investment(Revenue Investment)

What is ROI?


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@TwitterHandle #CMWorldROI =Investment(Revenue Investment)What is ROI?


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@TwitterHandle #CMWorldROI =With LessDo MoreWhat is ROI?


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@TwitterHandle #CMWorldROI =With LessDo The SameWhat is ROI?


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@TwitterHandle #CMWorldOrganic Search TrafficREACHUnbranded Search TrafficLEADSCONVERTOTHER CONVERSIONSSUBSCRIBERSTime on SiteENGAGESocial sharesSubscriptionsBounce rateRetention RateUpsellsRETAINMeasure The ROI of Content Marketing By Objective


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@TwitterHandle #CMWorldContent Marketing ROI ReachThe Value of Organic Search = (Paid Search CPC X Organic Search Traffic)


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@TwitterHandle #CMWorldContent Marketing ROI ReachThe Value of Organic Search = ($2 CPC X 1,000,000) = $2 Million


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@TwitterHandle #CMWorldOrganic Search TrafficREACHUnbranded Search TrafficLEADSCONVERTOTHER CONVERSIONSSUBSCRIBERSTime on SiteENGAGESocial sharesSubscriptionsBounce rateRetention RateUpsellsRETAIN

Measure The ROI of Content Marketing By Objective


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@TwitterHandle #CMWorldCaspers 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+


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@TwitterHandle #CMWorldCaspers Van Winkles


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@TwitterHandle #CMWorldOrganic Search TrafficREACHUnbranded Search TrafficLEADSCONVERTOTHER CONVERSIONSSUBSCRIBERSTime on SiteENGAGESocial sharesSubscriptionsBounce rateRetention RateUpsellsRETAIN --> Subscribers produce 38X ROI --> Subscribers and are 9X more likely to convert



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@TwitterHandle #CMWorldCapGemini: Content-Loop.com

~1M visitors in 1st year

+ 3K new followers / week

+ High Quality Leads

+ $1M Sales = 10X ROI


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@TwitterHandle #CMWorldContent Marketing ROI Brand EngagementThe Value of Subscribers= (Sales from Email Nurture / List Size)


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@TwitterHandle #CMWorldContent Marketing ROI Brand EngagementThe Value of Subscribers= (Sales from Email Nurture / List Size)

$10 Million / 400,000 = $25

10,000 subscribers x 25 = $250,000


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An Inquiry is not a Lead!


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@TwitterHandle #CMWorldContent Marketing ROI - ConversionThe Value of Content Marketing Leads = (Content Marketing Leads X Conversion Rate X Avg. Sale Price)


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@TwitterHandle #CMWorldContent 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% Sales Accepted (SAL)x 50% Sales Qualified (SQL) x 40% Closed / Wonx $180,000 Average Selling Price (ASP) = $540,000

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


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Its 6-7X cheaper to keep an existing customer than to acquire a new one.A 5% increase in retention = 95% increase in ROI.


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Content Marketing ROI:Content consumers spend 2x more and are 3x more loyal. Shane JordanDigital Marketing ManagerBlue Cross BlueShield of Alabama


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@TwitterHandle #CMWorldContent Marketing ROI - RetentionThe Value of Retention= Lifetime Value $$$

Retention Rate $$$

Rev $$$ per Content-consuming Customersvs. Non-Content-consuming Customers@BrennerMichael


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86

CEOs and Boards will no longer accept marketing that doesnt deliver business results!


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BUILD THE BUSINESS CASEFIND THE BUDGETMEASURE RESULTS

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


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@TwitterHandle #CMWorldMichael BrennerCEO, Marketing Insider GroupAuthor, The Content Formula


Book Me To Speak:[email protected]



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