10 Formulas To Measure Content Marketing ROI

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MARKETING INSIDER GROUP 10 Formulas To Measure Content Marketing ROI For Tomorrow’s Marketer In Today’s World #MKTGNation Michael Brenner CEO, Marketing Insider Group @BrennerMichael

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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?

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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!