The Content Formula - How To Calculate the ROI of Content Marketing
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Transcript of The Content Formula - How To Calculate the ROI of Content Marketing
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MARKETING INSIDER GROUP
The Content FormulaCalculate the ROI of Content Marketing & Never Waste Money Again
Michael BrennerCEO, Marketing Insider Group@BrennerMichael
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MARKETING INSIDER GROUPShow me the money!
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MARKETING INSIDER GROUP
Content Marketing programs
are assets with real value that grows over time.
Need proof . . .
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MARKETING INSIDER GROUPSep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-150
100
200
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100,000
200,000
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COMPOUNDING EFFECT OF CONTENT PUBLISHINGArticles Viewed
Articles Published
Pageviews
# A
rtic
les
Page
view
s
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MARKETING INSIDER GROUP
WARNING!
Math ahead! @BrennerMichael
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Marketing Has A Marketing Problem
@BrennerMichael
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MARKETING INSIDER GROUP
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What is the ROI?
@BrennerMichael @LizBedor
The First Banner Ad (1994)
@BrennerMichael
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@BrennerMichael
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MARKETING INSIDER GROUP
Less likely to click on a banner than…
@BrennerMichael
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MARKETING INSIDER GROUP
60-70% of marketing contentgoes completely unused.
*Sirius Decisions
@BrennerMichael
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MARKETING INSIDER GROUP
Behind every piece of bad content is an executive who asked for it.
@BrennerMichael
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MARKETING INSIDER GROUP
The Art of Pushing Back
What is the current state?
What is the business goal?
How will it be measured?
@BrennerMichael
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MARKETING INSIDER GROUP
“We need to stop interrupting what
people are interested in and start creating what they are
interested in.”@BrennerMichael
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MARKETING INSIDER GROUP
Content Marketing Requires Empathy
ContentMarketing
What Brands Publish
WhatCustomers
Want
Business Instinct CharityEmpathy@BrennerMichael
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MARKETING INSIDER GROUP@BrennerMichael
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MARKETING INSIDER GROUP
WARNING: Maturity 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
“The Buyer Journey is nothing more than a series of questions that must be answered.”
~ IDC
Documented content marketing strategy
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MARKETING INSIDER GROUP
HOW DO I CALCULATE CONTENT MARKETING ROI?
Is the most common question from marketers struggling to build their
own business case internally.
“”
@BrennerMichael
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MARKETING INSIDER GROUP
PART ONE
/ Build The Business Case
BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
1
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All Marketing should be tied toa business case that sales and
executives can understand.
@BrennerMichael
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MARKETING INSIDER GROUP
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MARKETING INSIDER GROUP
Reach early stage buyers
Engage new buyers with your
brand
Conversions you would have never
reached
= $
Build The Business Case
@BrennerMichael
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MARKETING INSIDER GROUP
2012: SAP launches major new product
Marketing Budgets
Marketing Contribution@BrennerMichael
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MARKETING INSIDER GROUP@BrennerMichael
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MARKETING INSIDER GROUP
Late-Stage Content
66%
Early-Stage Content
6%
Middle-Stage Content
28%
@BrennerMichael
Tried To Push Back With Data
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MARKETING INSIDER GROUP
Cluster Brand? Total Monthly Searches (est.)
Analytics Brand 458 30,000 XAnalytics Non-Brand 1,520,761Cloud Brand 398 10,000 XCloud Non-Brand 578,460Big Data Brand 28,884 218 XBig Data Non-Brand 470,967Mobility Brand 12,488 28 XMobility Non-Brand 345,598CRM/Sales Brand 156,028 40 XCRM/Sales Non-Brand 6,313,329Accounting. Finance Brand 30,497 24 XAccounting. Finance Non-Brand 720,493TOTAL Brand 1,688,883 130 XTOTAL Non-Brand 130,616,715
Tried To Push Back With Data
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MARKETING INSIDER GROUP
The Power Of Fear
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MARKETING INSIDER GROUP
IMAGINE: We show up first in Google
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MARKETING INSIDER GROUP
IMAGINE: We own the categorywww.makeup.com -- (owned by L’Oreal)
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MARKETING INSIDER GROUP
IMAGINE: We own the target audiencewww.CMO.com -- owned by Adobe
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MARKETING INSIDER GROUP
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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MARKETING INSIDER GROUP
BUT: We had no budget
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MARKETING INSIDER GROUP
SAP Digitalist Magazine
To help executives understand how technology drives business innovation.
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MARKETING INSIDER GROUP4/8/12
4/23/125/8/12
5/23/126/7/12
6/22/127/7/12
7/22/128/6/12
8/21/129/5/12
9/20/1210/5/12
10/20/12
11/4/1211/19/12
12/4/1212/19/12
1/3/131/18/13
2/2/132/17/13
3/4/133/19/13
4/3/134/18/13
5/3/135/18/13
6/2/136/17/13
7/2/137/17/13
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
Reach and Engagement We Would Have Never Seen
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MARKETING INSIDER GROUP
Reach, Engagement
and Conversions We Would
Have Never Seen
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MARKETING INSIDER GROUP
Look at Content by Buyer Stage
66% 28%
Early-Stage Content
Late-Stage Content
Middle-Stage Content
6%
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MARKETING INSIDER GROUP
Early-stage Searches
Middle-stage
Brand Searches
Search / Social Volum
e
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)
How Much Early-Stage Search Traffic Comes To Your Website?
@BrennerMichael
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MARKETING INSIDER GROUP
How Much Early-Stage Search Traffic Comes To Your Website?
@BrennerMichael
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MARKETING INSIDER GROUP
PART TWO
/ Find The Budget
BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
2
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MARKETING INSIDER GROUP
Content Used30%
Content Not Used70%
60% -70% of Content Goes Completely Unused*$100 Billion Opportunity**
** Source: Econsultancy* Source: Sirius Decisions
= $@BrennerMichael
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MARKETING INSIDER GROUP
How much your organization is
wasting on unused content
Amount that gets used
Current content production costs
Calculate The Cost of Unused Content
@BrennerMichael
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MARKETING INSIDER GROUP
What Do You Spend On Paid Search Because You Don’t Rank Organically?
=$
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MARKETING INSIDER GROUP
The average click-through rate of display ads is 0.1%. (DoubleClick)
.1%8% Only 8% of internet users account for 85% of
clicks on display ads (and some aren’t even humans!)(comScore)
50%About 50% of clicks on mobile ads are accidental(GoldSpot)
Reallocate Budget From Low Performing Marketing Programs (Advertising?)
@BrennerMichael
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MARKETING INSIDER GROUP
Run CRM ROI Report. Rank Low to High
=$@BrennerMichael
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MARKETING INSIDER GROUP
Advertising Can Fund Content Marketing
Saved / invested in content marketing platform
$100,000
Reach, Engagement and LEADS SAP would have never seen.
1,000,000 Organic Visitors10,000 Subscribers1,000 Leads
@BrennerMichael
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MARKETING INSIDER GROUP
PART THREE
/ MeasureResults
BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
3
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MARKETING INSIDER GROUP
Paid vs. Organic Search Traffic
REACH
Organic Search Share of Voice
Unbranded Search Traffic
LEADS
CONVERT
OTHER CONVERSIONS
SUBSCRIBERS
Time on Site
ENGAGE
Social shares
Subscriptions
Bounce rate
Retention Rate
Upsells
RETAIN
The Power of Subscriptions
@BrennerMichael
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MARKETING INSIDER GROUP
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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+
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MARKETING INSIDER GROUP
Content Marketing ROI – Reach / Awareness
The 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
The Value of Achieving Digital “Fair Share” = (Online Share of Organic Search / Market Share) X 100
@BrennerMichael
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MARKETING INSIDER GROUP
Lyly Lepinay – Group Digital Content Marketing Manager, Capgemini
@BrennerMichael
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MARKETING INSIDER GROUP
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+ High Quality Leads+ Sales / ROI@BrennerMichael
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MARKETING INSIDER GROUP
Content Marketing ROI – Brand Engagement
The Value of Repeat Visitors = (Online Ad Budget / Ad Traffic) * Repeat Visitors
The Value of Subscribers= (Sales from Email Nurture) / # Subscribers
@BrennerMichael
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MARKETING INSIDER GROUP
Subscribers are 9x more likely to convert than non-subscribers
Subscribers Are The Key
B2B buyers engage with 20 pieces of content on average, and
90% comes via their inbox
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MARKETING INSIDER GROUP
Content Marketing ROI - ConversionThe Value of Content Marketing Leads =
(Content Marketing Costs / Content Marketing Leads)
(Content Marketing Leads * Content Marketing Conversion Rate X Avg. Sale Price)
@BrennerMichael
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MARKETING INSIDER GROUP
Content Marketing ROI - RetentionThe Value of Retention=
Content Consumer LTV vs. Non-Content Customers
Content Consumer Retention Rate vs. Non-Content Customers
Revenue per Content Customer vs. Non-Content Customers
@BrennerMichael
Subscribers spend 2x more (LTV) and become 3x more loyal customers (Retention)
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MARKETING INSIDER GROUP
Lifetime Value:Content consumers spend more and are more loyal customers.
Shane JordanDigital Marketing ManagerBlue Cross BlueShield of Alabama
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MARKETING INSIDER GROUPBUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
My Free Gift To You: http://bit.ly/content-formula
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MARKETING INSIDER GROUP
Thank you!Michael BrennerCEO, Marketing Insider Group@BrennerMichael
My Free Gift To You: http://bit.ly/content-formula