Marketing Has A Marketing Problem

Transcription

1 Content Marketing Strategy For Any Size Budget Michael Brenner CEO, Marketing Insider Group Co-Author, The Content Marketing Has A Marketing Problem 1

2 What s The ROI? What s The ROI? 2

3 What s The ROI? WHAT IS GOING ON? 3

4 We need to stop interrupting what people are interested in and be what people what they are interested in. The Promise of Content Marketing: To earn your audience versus buying it! 4

5 Content Marketing Success Building a Successful Content Strategy Producing The Right Content On Any Size Budget Companies Doing It Right 1 0 5

6 The buyer journey is nothing more than a series of questions that must be answered. Thinking Like A Teacher Acting Like A Publisher What Brands Publish Content Marketing What Customers Want Business Instinct Empathy Charity 6

7 Content Marketing Maturity Curve The Buyer Journey is nothing more than a series of questions that must be answered. ~ IDC Optimize subscribers, ROI Measure ROI of content marketing Publish content to primary channel Map content to buyer journey Distribute content to paid Distribute media content to earned media Key Factors To Content Marketing Success: 1. Documented content marketing strategy 2. Someone accountable for content 3. Content mapped to the buyer journey 4. Consistently publish quality content 5.Integrated Paid, Owned, and Earned Media 6. Focus on Content Subscribers 7. Tracking Content Marketing ROI 7

8 Give Yourself a Grade.. Best Practice R Y G Documented content marketing strategy? Someone accountable for content Content hub maps to the buyer journey Publishing quality, volume and variety Social activation of content Paid distribution Focus on Content Subscriptions Measurement template / ROI defined Overall: D Content Marketing Success Success Building a Successful Content Strategy Producing The Right Content On Any Size Budget Companies Doing It Right 8

9 The Content Marketing Framework Download Roadmap to Success Download 9

10 Key Factors To Content Marketing Success: 1.Documented content marketing strategy 2.Someone accountable for content 3.Content mapped to the buyer journey 4.Consistently publish quality content 5.Integrated Paid, Owned, and Earned Media 6.Focus on Content Subscribers 7.Tracking Content Marketing ROI Why is it Important to Have a Documented Content Marketing Strategy? Source: CMI and MarketingProfs 10

11 Content Marketing Mission Statement AmEx Open Forum Initial Mission: Help Small Businesses Do More Business. Outcome: The largest source of inbound leads. What Is Your Content Marketing Mission Statement? Become the premier destination for [target audience] interested in [topics] to help them [customer value]. 11

12 Show me the money! 60-70% of Marketing Content Goes Completely Unused. *Sirius Decisions 12

13 Behind every piece of bad content is an executive who asked for it. Content Marketing programs are assets with real value that grows over time. Need proof... 13

14 # Articles 10/11/2016 Pageviews 600 COMPOUNDING RETURN OF CONTENT MARKETING 600, Leads 500, , , , ,000 0 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 - If The Math Doesn t Help 14

15 Try Fear (And Love) 15

16 IMAGINE: You show up first in Google 16

17 The Business Case Reach early stage buyers Engage new buyers with your brand Conversions you would have never reached = $ KPI Framework Brand Awareness Brand Health Conversions Retention Paid vs. Organic Search Traffic Time on Site Cost per Lead Retention Rate Unbranded Search Traffic Repeat Visitors % of Leads Sourced by Content Marketing Upsells Organic Search Share of Voice Social Shares Total Conversions Bounce Rate Subscriptions 17

18 Content Marketing KPI Dashboard DOWNLOAD: Content Marketing Success Success Building a Successful Content Strategy Producing The Right Content On Any Size Budget Companies Doing It Right 18

19 INDEXED TRAFFIC 10/11/2016 The Importance of Volume TRAFFIC / CONVERSIONS BY PUBLISHING CADENCE Hubspot 2014 A FEW TIMES A YEAR < MONTHLY 1-2X PER MONTH 1-2X PER WEEK 1 PER DAY MORE THAN 1 PER DAY How To Rank For SEO Volume Value Variety Number of posts on the topic The best answer on the internet Text, images, video, slides Page 26 19

20 When Michael thinks about how hard / expensive content marketing is... But then realizes there are 17 tips for content marketing on ANY size budget! 20

21 1. Focus On Your Audience s Interests Your Target Personas What You Should Create Content About Your Audiences Interests What topics do they care about? What channels do they use? Focus more here What content do they share? 21

22 2. Answer Your Buyers Questions Persona Stage Questions / Concerns Keyword Index Early What is / are? Why important? 100 Your Customers Middle How to? 10 Late Who? How much? Where? 1 22

23 Keywordtooldominator.com Ubersuggest.io Keywordtool.io 3. Create The Content Your Buyers Want CONTENT MARKETING BRAND MARKETING Articles News Quizzes Infographics Social Content Video Whitepapers Webinars Product content Offers Brochures Customer Testimonials Case studies 80 1 Events Newsletters How-To Guides Customer Profiles 23

24 4. Create Content That Your Audience Shares 5. Cover Content From Top Sources 24

25 6. Ask Influencers For Help Creating Content 7. Turn Executive Presentations Into Slideshares 25

26 8. Use Exec Speaker Notes To Write Articles 9. Use Slideshare + Speaker Notes To Create YouTube Videos 26

27 10. Turn Prospect FAQs Into Articles 11. Turn Sales FAQs Into Articles 27

28 12. Turn Your Outbox Into Articles 13. Turn YouTube Videos Into Articles Wistia: How To Shoot Video With an iphone 28

29 14. Turn Whitepapers Into Articles (And link to the landing page) 15. Create a List of Top Influencers, Predictions, Tools, Books, Apps, Events 29

30 16. Write About Your Competitors (You can rank for their search terms) 17. Cover Other People s Infographics, Videos 30

31 Bonus #18. RANTS! Wait! There s More? Source: 31

32 Content Marketing Success Building a Successful Content Strategy Utilizing Content Across the Buyer Journey Companies Doing It Right IMAGINE: You own the category -- (owned by L Oreal) 32

33 IMAGINE: You own the category -- (owned by Domo) IMAGINE: You own the target audience -- owned by Adobe 33

34 IMAGINE: Marketing that attracts new buyers AMEX OPEN Forum is the largest source of new leads for AMEX s Small Business Division IMAGINE: Answering ALL Your Customers How To Questions Like 34

35 99+ Amazing Examples of Content Marketing On-Domain AND Separate URL?

36 On-Domain or Separate URL? CapGemini Content-Loop.com Linked Sponsored updates Drives to branded Content Loop Offers to deeper content Recommendations to connect with experts Results: ~1M visitors / year + 3K new L-In followers / week + High Quality Leads + Sales / ROI 36

37 Less likely to click on a banner than Marketing Has A Marketing Problem Content Marketing Helps People Helps Your Business On Any Size Budget 37

38 Michael Brenner CEO of Marketing Insider Group, Co-author of The Content Book me to speak! 38