michael brenner, marketing insider group - how to create b2b content that converts
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MARKETING INSIDER GROUP
How To Create B2B Content That Converts
Michael BrennerCEO, Marketing Insider Group@BrennerMichael
#MarketingUnited
MARKETING INSIDER GROUP
Me, 20 pounds years ago
@BrennerMichael#MarketingUnited
MARKETING INSIDER GROUP
Today we are all connected
@BrennerMichael#MarketingUnited
@BrennerMichael#MarketingUnited
What is the ROI?
@BrennerMichael @LizBedor
The First Banner Ad (1994)
@BrennerMichael#MarketingUnited
@BrennerMichael#MarketingUnited
MARKETING INSIDER GROUP
Less likely to click on a banner than…
@BrennerMichael#MarketingUnited
MARKETING INSIDER GROUPWHAT IS GOING ON?@BrennerMichael
#MarketingUnited
Marketing Has A Marketing Problem
@BrennerMichael#MarketingUnited
All Marketing should be tied toa business case that sales and
executives can understand.
@BrennerMichael#MarketingUnited
MARKETING INSIDER GROUP
Content marketing trends
MARKETING INSIDER GROUP
MARKETING INSIDER GROUP
MARKETING INSIDER GROUP
MARKETING INSIDER GROUP
MARKETING INSIDER GROUP
“We need to stop interrupting what
people are interested in and start creating what they are
interested in.”@BrennerMichael
#MarketingUnited
MARKETING INSIDER GROUP
MARKETING INSIDER GROUP 19
@BrennerMichael#MarketingUnited
MARKETING INSIDER GROUP
The buyer journey is nothing more than a series of
questions that must be answered.
~ IDC@BrennerMichael#MarketingUnited
MARKETING INSIDER GROUP@BrennerMichael#MarketingUnited
MARKETING INSIDER GROUP
Content Marketing Requires Empathy
ContentMarketing
What Brands Publish
WhatCustomers
Want
Business Instinct CharityEmpathy@BrennerMichael
#MarketingUnited
MARKETING INSIDER GROUP@BrennerMichael#MarketingUnited
MARKETING INSIDER GROUPof marketing content goes completely unused?
60-70% How do we help answer our buyers' questions when
@BrennerMichael#MarketingUnited
MARKETING INSIDER GROUP
Behind every piece of bad content is an executive who asked for it.
@BrennerMichael#MarketingUnited
MARKETING INSIDER GROUP
PUSH BACK
by asking
WHY?@BrennerMichael
#MarketingUnited
MARKETING INSIDER GROUP
The Art of Buyer AttractionDigitalAnalyticalReachConversion
TargetPositionMessage
Focus on Results
Focus on Activities
Focus
Skills@BrennerMichael#MarketingUnited
MARKETING INSIDER GROUP
IMAGINE: We show up first in Google
@BrennerMichael#MarketingUnited
MARKETING INSIDER GROUP
IMAGINE: We own the categorywww.makeup.com -- (owned by L’Oreal)
@BrennerMichael#MarketingUnited
MARKETING INSIDER GROUP
IMAGINE: We own the target audiencewww.CMO.com -- owned by Adobe
@BrennerMichael#MarketingUnited
MARKETING INSIDER GROUP
IMAGINE: Marketing that attracts new buyersAMEX OPEN Forum is the largest source of new leads for AMEX’s Small Business Division
@BrennerMichael#MarketingUnited
MARKETING INSIDER GROUP
Content Marketing programs
are assets with real value that grows over time.
Need proof . . .@BrennerMichael
#MarketingUnited
MARKETING INSIDER GROUPSep-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
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100,000
200,000
300,000
400,000
500,000
600,000 Compounding Effect Of Publishing Helpful
Content
# A
rtic
les
Page
view
s
@BrennerMichael#MarketingUnited
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
Where do you fall on the content marketing maturity curve?
Documented content marketing strategy
@BrennerMichael#MarketingUnited
MARKETING INSIDER GROUPContent Marketing Institute / Marketing Profs@BrennerMichael#MarketingUnited
MARKETING INSIDER GROUP
PART ONE
Build The Business Case
BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
1Three Steps To B2B Content That
Converts
MARKETING INSIDER GROUP
How Do You Sell Empathy To
Executives Who Don’t Have Any?
@BrennerMichael#MarketingUnited
MARKETING INSIDER GROUP@BrennerMichael#MarketingUnited
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
Push Back With Data
MARKETING INSIDER GROUP
Push Back With Data
@BrennerMichael#MarketingUnited
Product ContentOffersBrochuresCustomer TestimonialsCase Studies
PRODUCT MARKET-ING
AWARENESS
CONSIDERATION
AWARENESS
CONSIDERATIONDECISIO
N
CONTENT MARKET-ING
DECISION
Map Content To The Buyer Journey
BlogsQuizzesNews InfographicsSocial Content VideoWhitepapersWebinarsEventsNewsletters How-To GuidesCustomer Profiles
10010
1@BrennerMichael
#MarketingUnited
MARKETING INSIDER GROUP
Late-Stage Content
66%Early-Stage
6%
Middle-Stage Content
28%
@BrennerMichael#MarketingUnited
MARKETING INSIDER GROUP
Content Used44%
Content Not Used56%
@BrennerMichael#MarketingUnited
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)
Are you answering your customers’ questions?
@BrennerMichael#MarketingUnited
MARKETING INSIDER GROUP
Reach early stage buyers
Engage new buyers with your
brand
Conversions you would have never
reached
= $
Build The Business Case
@BrennerMichael#MarketingUnited
MARKETING INSIDER GROUP
PART TWO
Find The Budget
BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
2Three Steps To B2B Content That
Converts
MARKETING INSIDER GROUP
Content Used30%
Content Not Used70%
60% -70% of Content Goes Completely Unused*$100 Billion Opportunity**
** Source: Econsultancy* Source: Sirius Decisions =
$@BrennerMichael#MarketingUnited
MARKETING INSIDER GROUP
What Do You Spend On Paid Search Because You Don’t Rank Organically?
=$
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#MarketingUnited
MARKETING INSIDER GROUP
Run CRM ROI Report. Rank Low to High
=$@BrennerMichael
#MarketingUnited
MARKETING INSIDER GROUP
How To Do Content Marketing Without A Budget
MARKETING INSIDER GROUP
How To Do Content Marketing Without A Budget
MARKETING INSIDER GROUP
How To Do Content Marketing Without A Budget
Re-Purpose•Executive PowerPoints
•Whitepapers
•Customer Service and Sales FAQs
•Your emails = answers
How To Do Content Marketing Without A Budget?
@BrennerMichael#MarketingUnited
OPP (OPC)•Act as a journalists at events
•Customer Service / Sales FAQs
•Cover competitor and industry research
•Ask 2nd-tier influencers to share their work
How To Do Content Marketing Without A Budget?
@BrennerMichael#MarketingUnited
56
Create Stuff Easy
• Create a list of top influencers • best conferences • best quotes • best stats in your industry
• Simply answer customer questions• What is…• Why important...• How to achieve success with ...
How To Do Content Marketing Without A Budget?
@BrennerMichael#MarketingUnited
58
Keywordtooldominator.comUbersuggest.ioKeywordtool.io
MARKETING INSIDER GROUP
PART THREE
MeasureResults
BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
3Three Steps To B2B Content That
Converts
MARKETING INSIDER GROUP
SAP Digitalist Magazine
@BrennerMichael#MarketingUnited
MARKETING INSIDER GROUP
SAP Digitalist Magazine
To help executives understand how technology drives business innovation.@BrennerMichael
#MarketingUnited
MARKETING INSIDER GROUP4/8/12
4/22/125/6/12
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6/17/127/1/12
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7/28/13
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
@BrennerMichael#MarketingUnited
MARKETING INSIDER GROUP
Reach, Engageme
nt, Conversion
s
We Would Have
Never Seen@BrennerMichael#MarketingUnited
MARKETING INSIDER GROUP
Lyly Lepinay – Group Digital Content Marketing Manager, Capgemini
@BrennerMichael#MarketingUnited
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
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@BrennerMichael#MarketingUnited
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#MarketingUnited
MARKETING INSIDER GROUP
Lifetime Value:Content consumers spend 2x more and are 3x more loyal.
Shane JordanDigital Marketing ManagerBlue Cross BlueShield of Alabama
MARKETING INSIDER GROUPBUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
My Free Gift To You: http://bit.ly/content-formula
MARKETING INSIDER GROUP
Thank you!
Michael BrennerCEO, Marketing Insider Group@BrennerMichael
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