The (Content) Formula Formula For Marketing ROI

Michael BrennerC E O, M a r ke t i n g I n s i d e r G ro u pA u t h o r, T h e C o n t e n t F o r m u l a@ B re n ne r M i c ha e l

What is the biggest challenge for B2B

Marketers today?

More leads

Higher quality leads

Marketing and Sales Alignment

Deliver more creative campaigns

Develop more content

Demonstrate ROI

Other

93%~ A d A g e

81%~ C M I / M P r o f s

68%~ C M O C o u n c i l

B2B CMO’s greatest

challenge is showing

measurable ROI.

B2B Marketers claim

measuring marketing

effectiveness is their

greatest challenge

CEOs Expect

Marketing

To Deliver ROI

@BrennerMichael

@BrennerMichael

LinkedIn2003

@BrennerMichael

LinkedIn2003

Facebook2006

@BrennerMichael

LinkedIn2003

Facebook2006

iPhone2007

@BrennerMichael

LinkedIn2003

Facebook2006

iPhone2007

Snapchat2010

@BrennerMichael

@BrennerMichael

The business buyer is now in control over where

information is consumed

Start Finish

BUYER90%SALES REP10%

B u y e r ’ s J o u r n e y

@BrennerMichael

@BrennerMichael

What is Content Marketing?

Social Media Sharing

Webinars

Ebooks

Sponsored Blog Posts

Viral Videos

Customer Testimonials

Native Ads

All of the above

Content . . .

is not Content Marketing

Social Media . . .


Native Ads . . .


@BrennerMichael

The Difference Between

Content and Content Marketing

is a Destination You OWN

CONSISTENTCUSTOMER -

FOCUSED

https://marketinginsidergroup.com/content -marketing /best-content-marketing-examples/

@BrennerMichael

Content Marketing

platforms are

assets you own

with real value

that grows over

time.

Need proof…

@BrennerMichael

-

100,000

200,000

300,000

400,000

500,000

600,000

0

100

200

300

400

500

600

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

Traf

fic

# A

rtic

les

Content Marketing Revenue

@BrennerMichael

M a r k e t i n g M a n a g e rC a p G e mi n i

@BrennerMichael

P h i l M i c k e l s o n

C h r i s t e l B o e l j o n

T i g e r W o o d s

@BrennerMichael

Ask : 0.1% ad budget

Goal : Raise Awareness

Measure : 1M visitors

@BrennerMichael

Ask : 0.1% ad budget

Goal : Raise Awareness

Measure : 1M visitors

Result : $1 Million in Sales

@BrennerMichael

Goal : Double traffic and sales

Results : $24 Million in Sales

@BrennerMichael

@BrennerMichael

There’s a

for

Marketing

ROI

Develop the Business Case

Find The Budget (And

Time)

CalculateThe ROI

ContentMarketing

What Brands Publish

WhatCustomers

Want

E m p at hy C h a r i t yB u s i n e s s I n st i n c t

@BrennerMichael

@BrennerMichael

w w w. ma ke u p . com( o w n e d b y L’ O r e a l )

@BrennerMichael

http://www.makeup.com/

www.health.clevelandclinic.org

Top source for health care

information w/ +2M visitors per

month

@BrennerMichael

http://www.health.clevelandclinic.org/

w w w.C MO. com( o w n e d b y A d o b e )

@BrennerMichael

http://www.cmo.com/

AMEX OPEN Forum is the largest

source of new leads for AMEX’s

Small Business Division

@BrennerMichael

w w w. s a p . com

@BrennerMichael

http://www.sap.com/

@BrennerMichael

KeywordVolume

Questions / ConcernsStagePersona

100What is / are?

Why importantEarly

10How to?MiddleYour Customers

1Who?

How much?

Where?

late

@BrennerMichael

Quizzes

Articles

News

Infographics

Social Content

How-To Guides

Video

Whitepapers

Webinars

Podcasts

Events

Newsletters

Customer Profiles

CONTENT MARKETING

PRODUCT MARKETING & ADVERTISING

Case studies

Product content

Offers

Brochures

Customer Testimonials

Ads

5

15

80

100

10

1

@BrennerMichael

@BrennerMichael

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

Where’s the ROI?

@BrennerMichael

@BrennerMichael

16.9 XReturn On

Investment

$100,000 Budget

$1 Million in search traffic$250,000 in email list growth $540,000 in lead conversion to sales

$1,790,000 in Value / Investment

@BrennerMichael

There’s afor

Marketing ROI

Develop the Bus iness Case

F ind The Budget (And T ime)

Ca lcu lateThe ROI

@BrennerMichael

ROI( R e v e n u e – I n v e s t m e n t )

Investment

@BrennerMichael

@BrennerMichael

C o n t e n t N o t U s e d

70%

C o n t e n t U s e d

30%

Content Waste is a

$* Source: Econsultancy

@BrennerMichael

@BrennerMichael

E x e c u t i v e P o w e r P o i n t s

Re-Purpose

W h i t e p a p e r s

C u s t o m e r S e r v i c e a n d S a l e s F A Q s

Y o u r e m a i l s = a n s w e r s

@BrennerMichael

A c t a s a j o u r n a l i s t s a t e v e n t s

OPP (OPC)

C o v e r c o m p e t i t o r a n d i n d u s t r y r e s e a r c h

A s k 2 n d - t i e r i n f l u e n c e r s t o s h a r e t h e i r w o r k

@BrennerMichael

C r e a t e a l i s t o f t o p i n f l u e n c e r s

Create Stuff Easy

► b e s t c o n f e r e n c e s ► b e s t q u o t e s ► b e s t s t a t s i n y o u r i n d u s t r y

E x t r a c t t h e e x p e r t i s e i n s i d e y o u r c o m p a n y ( e x p e r t s a n d c u s t o m e r s )

► W h a t i s …► W h y i m p o r t a n t . . .► H o w t o a c h i e v e s u c c e s s w i t h . . .

@BrennerMichael

@BrennerMichael

There’s afor

Marketing ROI

Develop the Bus iness Case

F ind The Budget (And T ime)

Ca lcu lateThe ROI

@BrennerMichael

What skills do we need to calculate

Marketing ROI?

PhD in Mathematics

Finance Degree

Advanced / Predictive analytics

Artificial Intelligence / Machine Learning

Omnipotence

Grade School Math

@BrennerMichael

ROI( R e v e n u e – I n v e s t m e n t )

Investment

@BrennerMichael

RETAINCONVERTENGAGEREACH

UpsellsEVENTSBounce rateUnbranded Search

Traffic

DEAL VISIBILITYSocial shares

Retention RateLEADSTime on SiteOrganic Search

Traffic

Subscriptions

@BrennerMichael

The Va lue of Organic Search

(Paid Search CPC X Organic Search Traffic)

@BrennerMichael

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

The Value of Organic Search =

($2 CPC X 500,000) = $1 Million

@BrennerMichael

The Va lue of Unbranded Search

(Paid Search CPC X Unbranded Organic Search Traffic)

@BrennerMichael



Traffic



Traffic

Subscriptions

@BrennerMichael

25

18

15

23

20

Brand Market Share

Comp #1

Comp #4

Comp #5

Comp #2

Client #3

30

1815

33

5

Brand Digital Share

Comp #1

Comp #4

Comp #5

Comp #2

Client #3

@BrennerMichael

The Va lue of D ig i ta l Fa i r Share

(Online Share of Search Traffic / Market Share *100)

► 5/ 20 * 100= 25 / 100

► 10 Million Business X 4 = $4,000,000

25

18

15

23

20

(Online Share of Search Traffic / Market Share *100)

The Va lue of D ig i ta l Fa i r Share

@BrennerMichael



Traffic



Traffic

Subscriptions

A n d a r e

t h a n n o n -su bsc r ibe r s

The Va lue of Subscr ibers

(Sales from Email Nurture / List Size)

The Va lue of Subscr ibers

(Sales from Email Nurture / List Size)

► $10 Million / 400,000

= $25► 10,000 subscribers x 25

= $250,000

CRAZY

Math ahead!

@BrennerMichael

(Content Marketing Leads X Conversion Rate

X Avg. Sale Price)

T h e Va l u e o f C o n t e n t M a r k e t i n g L e a d s

1,000 leads x 3% MQL

► x 50% Sales Accepted (SAL)

► x 50% Sales Qualified (SQL)

► x 40% Closed / Won

► x $180,000 Average Selling Price (ASP) =

($540,000 - $100,000) / $100,000

=

@BrennerMichael

@BrennerMichael

L i f e t i m e Va l u e $ $ $

T h e Va l u e o f R e t e n t i o n =

R e t e n t i o n R a t e $ $ $

N o n - S u b s c r i b e d C u s t o m e r s

R e v $ $ $ p e r S u b s c r i b e d C u s t o m e r s

V s

@BrennerMichael

( former) Digital Marketing Manager

Blue Cross BlueShie ld of Alabama

@BrennerMichael

Birmingham, Alabama Area I Insurance

Current

Cadence Bank, NA.

Previous

Blue Cross and Blue Shield of Alabama. lntermark

Group. Aha Digital. LLC

Education

Brigham Young University

VP, Dig i ta l Market ing

@BrennerMichael

C a l c u l a t e T h e R O I

F i n d T h e B u d g e t ( A n d T i m e )

D e v e l o p t h e B u s i n e s s C a s e

@BrennerMichael

D e l i v e r s B u s i n e s s R e s u l t s

S T O P S p e n d i n g T i m e & M o n e y o n C a m p a i g n s

C r e a t e C o n t e n t P e o p l e A c t u a l l y

W a n t

@BrennerMichael

@BrennerMichael

BUILD THE

BUSINESS CASEFIND THE BUDGET MEASURE RESULTS

@BrennerMichael

Michael BrennerCEO, Marketing Insider GroupAuthor, The Content Formula

Contact:m ichael@market ing ins idergroup.com

@BrennerMichael

The (Content) Formula Formula For Marketing ROI

Marketing

Transcript of The (Content) Formula Formula For Marketing ROI