Mapping Content To The Buyer Journey
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Transcript of Mapping Content To The Buyer Journey
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Mapping Content To The Buyer
JourneyMichael BrennerCEO, Marketing Insider GroupAuthor, The Content Formula@BrennerMichael
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Content Marketing Is An Imperative
Earn Your Audience’s Attention
Vs. Buying Or Interrupting.
= ROI
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What is the ROI?
@BrennerMichael @LizBedor
The First Banner Ad (1994)
@BrennerMichael
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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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Marketing Has A Marketing Problem
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The Buyer Journey Doesn’t Start With A
Search For Your Product
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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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STOP interrupting
what people are interested in
and be what people are
interested in!
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Marketing That Attracts An Audience
ContentMarketing
What Brands Publish
WhatCustomers
Want
Business Instinct CharityEmpathy
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IMAGINE: Marketing that attracts new buyersAMEX OPEN Forum is the largest source of new leads for AMEX’s Small Business Division
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Email, Search & Social --90% of ALL Content Discovery
Source:KoMarketing Associates
Search
Social
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http://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/
Content Marketing is Owned Media”99+ Brand-owned Content Marketing Destinations”
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Behind every piece of bad content is an executive who asked for it.
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The buyer journey is nothing more than a series of
questions that must be
answered.
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of marketing content goes completely unused?
60-70% How do we answer buyers' questions when
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MARKETING INSIDER GROUP
Behind every piece of bad content is an executive who asked for it.
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MARKETING INSIDER GROUP
Content Used30%
Content Not Used
70%
$100 Billion Opportunity*
*Source: Econsultancy
= $
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MARKETING INSIDER GROUP
What Do You Spend On Paid Search Because You Don’t Rank Organically?
=$
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MARKETING INSIDER GROUP
Run CRM ROI Report. Rank Low to High
=$
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MARKETING INSIDER GROUP
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MARKETING INSIDER GROUP
Who is finding you?
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MARKETING INSIDER GROUP
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The Buyer Journey Is Nothing More Than A Series of Questions That Must Be Answered.
What is / are __________?Why is _______ important?
How to __________?When should I look to solve it?Who (peers) has solved this?How much?Who sells it?Where can I find out more?
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Keywordtooldominator.comUbersuggest.ioKeywordtool.io
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http://answerthepublic.com/
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The Growing Importance of QUALITY:“What is cloud computing?”
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Few times a year
1-2X permonth
Less than monthly
1-2X perweek
1 per day
>1 per day
The Importance of QUANTITY:Conversions Increase The More You Publish
Hubspot
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CONTENT MARKETING
ArticlesNews InfographicsSocial Content Quizzes
VideoWhitepapersWebinarsPodcastsHow-To Guides
EventsNewsletters Customer Profiles
PRODUCT MARKETING & ADVERTISING
Product contentOffers
BrochuresCustomer Testimonials
Case studiesAds
CONSIDERATION
AWARENESS
DECISION
Create Content People Actually Want!
100
1
10
5
1580
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For Every 1 Piece of Content You Create For
BUYERSCreate 100 Pieces of
Early-Stage Content forPROSPECTS
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Your TargetPersonas
Your Audience’s
Interests
What YouShould CreateContent About
Focus more here
Focus on customer intent / interests
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What About Gating?
AWARENESS
CONSIDERATIONDECISIO
N
CONTENT MARKET-ING
BlogsQuizzesNews InfographicsSocial Content VideoWhitepapersWebinars
EventsNewsletters How-To GuidesCustomer Profiles
10010
1
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Gating is GOOD!
1. “Ultimate” Guides
2. Research Reports
3. Books / Excerpts
4. Events
5. Tips from the Pros
AWARENESS
CONSIDERATIONDECISIO
N
CONTENT MARKET-ING
BlogsQuizzesNews InfographicsSocial Content VideoWhitepapersWebinars
EventsNewsletters How-To GuidesCustomer Profiles
10010
1
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CapGemini Content-Loop.com• LinkedIn Sponsored updates
• Drives to branded Content-Loop.com
• Offers to deeper content
• “Connect with experts”
Results:~1M visitors / year+ 3K new LinkedIn followers per week+ High-Quality Leads+ Sales / ROI
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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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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 MARKET-ING
# A
rtic
les
Traffi
c
________ Content Marketing Revenue
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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 MARKET-ING
# A
rtic
les
Traffi
c
________ Content Marketing Revenue
Investment -------- >
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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 MARKET-ING
# A
rtic
les
Traffi
c
________ Content Marketing Revenue
Investment -------- >
Return -------- >
@BrennerMichael
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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
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@BrennerMichael
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Thank you!Michael BrennerCEO, Marketing Insider GroupAuthor, The Content Formula
Book Me To Speak:[email protected]