How To Sell Content Marketing To Executives

@TwitterHandle • #CMWorld
A Content Formula For
Complex B2B Organizations
Build the Business Case | Find the Budget | Measure ROI
Michael Brenner
CEO, Marketing Insider Group
Author, The Content Formula
@BrennerMichael
@BrennerMichael • #CMWorld

AGENDA
AGENDA
① Build the Business Case for Content Marketing
② Find the Budget for Content Marketing
③ Measure Content Marketing ROI in Business Terms
@BrennerMichael @VelocityTweets #CMWorld

AGENDA
1 Build The Business Case

AGENDA
CEOs and Boards
will no longer
accept marketing
that doesn’t deliver
business results!

AGENDA
ROI is the #1 objective for
B2B Marketers in 2016
B2B CMO’s greatest
challenge is showing
measurable ROI.
B2B Marketers: measuring
marketing effectiveness is their
greatest challenge
93%
~AdAge
81%
~CMI / MProfs

Marketing Has A
Marketing Problem

AGENDA

What is the ROI?
The First Banner Ad
(1994)

AGENDA
Less likely
to click on a
banner than…

AGENDA
What’s The
ROI of Your
Marketing
Overall?

AGENDA
The Explosion of
Marketing Channels

AGENDA
Marketers Love Buying Tactics
But Winter is Coming!

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

AGENDA
Content Marketing Means Creating Content
People Actually Want
Content
Marketing
What
Brands
Publish
What
Customers
Want
Business Instinct CharityEmpathy

AGENDA
Reach early
stage buyers
Engage new buyers
with your brand
Conversions you would
have never reached
= $
Build The Business Case

How Large is the Audience?

How Much Unbranded Traffic Do You Get?

AGENDA
How Much Early-Stage Search Traffic
Comes To Your Website?

AGENDA
CONTENT MARKETING
Articles
News
Infographics
Social Content
Quizzes
Video
Whitepapers
Webinars
Podcasts
How-To Guides
Events
Newsletters
Customer Profiles
PRODUCT MARKETING
Product content
Offers
Brochures
Customer Testimonials
Case studies
Ads
Are You Creating Content People Actually Want?
100
1
10
5
15
80

AGENDA
Early-stage Searches
Middle-stage
Brand Searches
Search/SocialVolume
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?

AGENDA
If The Math Isn’t Working

AGENDA
Try Fear (and Love)

AGENDA
IMAGINE: You show up first in Google

AGENDA
IMAGINE: You own the category
www.makeup.com -- (owned by L’Oreal)

AGENDA
IMAGINE: You own the target audience
www.CMO.com -- owned by Adobe

AGENDA
IMAGINE: Marketing that attracts new buyers
AMEX OPEN Forum is the largest source of new leads for AMEX’s Small Business Division

AGENDA
2 Find The Budget

AGENDA
60-70% of marketing content
goes completely unused.
*Sirius Decisions

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

AGENDA
The Easiest Way To
Find Budget For Content
Marketing . . .

AGENDA
STOP Creating
Content / Ads
No One Wants

AGENDA
Excuse me boss but. . .
Why does this matter?
What is the impact?
How will it be measured?

AGENDA
Content
Used…
Content
Not
Used…
Content Waste is a
$100 Billion Opportunity*
* Source: Econsultancy
= $

AGENDA
Which Marketing Programs Produce Zero
Measurable Results?
=$

AGENDA
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 Can We Stop? Banner Ads?
-40% Over-exposed online ads cause sales to DECLINE
(Advertising Research Foundation)

AGENDA
What Do You Spend On Paid Search Because
You Don’t Rank Organically?
=$

AGENDA
How To Do
Content Marketing
Without A Budget?

AGENDA
What is
“Guerilla”
Marketing?

• Executive 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?

AGENDA
Show me the money!

AGENDA
3 Measure ROI

AGENDA
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
Marketing ROI
is the #1 Objective
for Marketers in 2016
Documented
content marketing
strategy

AGENDA
http://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/
The Difference Between “Content”
and “Content Marketing” is the Destination

AGENDA
WARNING!
Math ahead!

AGENDA
Content Marketing programs
are assets with real value that
compounds over time.
Need proof . . .

AGENDA
-
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
Pageviews
#Articles
COMPOUNDING RETURN OF CONTENT
MARKETING
________ Leads

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

AGENDA
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Organic Traffic / Social Traffic / Leads
Reach, Engagement, Conversion
You Would Have Never Seen

AGENDA
Advertising Partnership Can Fund Content Marketing
Saved / invested in content marketing platform
$100,000 / $100,000
Reach, Engagement and LEADS SAP would have
never seen.
1,000,000 Organic Visitors
10,000 Subscribers
1,000 Leads

AGENDA
ROI =
Investment
Return
What is ROI?

AGENDA
ROI =
Investment
(Revenue – Investment)
What is ROI?

AGENDA
ROI =
With Less
Do More
What is ROI?

AGENDA
ROI =
With Less
Do The Same
What is ROI?

AGENDA
Organic Search Traffic
REACH
Unbranded Search Traffic
LEADS
CONVERT
OTHER CONVERSIONS
SUBSCRIBERS
Time on Site
ENGAGE
Social shares
Subscriptions
Bounce rate
Retention Rate
Upsells
RETAIN
Measure The ROI of
Content Marketing By Objective

AGENDA
Content Marketing ROI – Reach
The Value of Organic Search =
(Paid Search CPC X Organic Search Traffic)

AGENDA
Content Marketing ROI – Reach
The Value of Organic Search =
($2 CPC X 1,000,000) = $2 Million
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Organic Traffic / Social Traffic / Leads

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+

AGENDA
Organic Search Traffic
REACH
Unbranded Search Traffic
LEADS
CONVERT
OTHER CONVERSIONS
SUBSCRIBERS
Time on Site
ENGAGE
Social shares
Subscriptions
Bounce rate
Retention Rate
Upsells
RETAIN
--> Subscribers produce 38X ROI
--> Subscribers and are 9X more likely to convert
Measure The ROI of
Content Marketing By Objective

AGENDA
CapGemini: Content-Loop.com
~1M visitors in 1st year
+ 3K new followers / week
+ High Quality Leads
+ $1M Sales = 10X ROI

AGENDA
Content Marketing ROI – Brand Engagement
The Value of Subscribers=
(Sales from Email Nurture / List Size)

AGENDA
Content Marketing ROI – Brand Engagement
The Value of Subscribers=
(Sales from Email Nurture / List Size)
$10 Million / 400,000 = $25
10,000 subscribers x 25 = $250,000

AGENDA
An
“Inquiry” is
not a
“Lead!”

AGENDA
Content Marketing ROI - Conversion
The Value of Content Marketing Leads =
(Content Marketing Leads X Conversion Rate X Avg. Sale Price)

AGENDA
Content Marketing ROI - Conversion
The 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 / Won
x $180,000 Average Selling Price (ASP) = $540,000
($540,000 - $100,000) / $100,000 = 4.4X ROI

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

AGENDA
Content Marketing ROI:
Content consumers
spend 2x more and are 3x
more loyal.
Shane Jordan
Digital Marketing Manager
Blue Cross BlueShield of Alabama

AGENDA
Content Marketing ROI - Retention
The Value of Retention=
Lifetime Value $$$
Retention Rate $$$
Rev $$$ per Content-consuming Customers
vs. Non-Content-consuming Customers

AGENDA
BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
My Free Gift To You: http://bit.ly/content-formula

Michael Brenner
CEO, Marketing Insider Group
Author, The Content Formula
Book Me To Speak:
michael@marketinginsidergroup.com

How To Sell Content Marketing To Executives

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