![Page 1: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/1.jpg)
Tips, Tools, And Templates To Help You Build Your Content Marketing Strategy
Michael BrennerHead of Strategy, NewsCred
@BrennerMichael
@BrennerMichael • #CMWorld
![Page 2: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/2.jpg)
Agenda
• The key factors for content marketing success
• The core components of a content marketing strategy
• How to utilize content across the buyer journey
• Companies doing it right
@BrennerMichael • #CMWorld
![Page 3: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/3.jpg)
Just 3 Things . . .
The world has changed.
Most content stinks.
Attract people through stories they love.
@BrennerMichael • #CMWorld
![Page 4: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/4.jpg)
Content today must compete with pictures of
babies and kittens.
@BrennerMichael • #CMWorld
![Page 5: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/5.jpg)
@BrennerMichael • #CMWorld
![Page 6: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/6.jpg)
Content marketing trends
@BrennerMichael • #CMWorld
![Page 7: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/7.jpg)
@BrennerMichael • #CMWorld
![Page 8: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/8.jpg)
@BrennerMichael • #CMWorld
![Page 9: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/9.jpg)
@BrennerMichael • #CMWorld
![Page 10: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/10.jpg)
@BrennerMichael • #CMWorld
![Page 11: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/11.jpg)
@BrennerMichael • #CMWorld
![Page 12: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/12.jpg)
12
I have no patience for useless things. @BrennerMichael • #CMWorld
![Page 13: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/13.jpg)
Content MarketingSuccess
Building a SuccessfulContent Strategy
Companies Doing It RightUtilizing Content Acrossthe Buyer Journey
@BrennerMichael • #CMWorld
![Page 14: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/14.jpg)
@BrennerMichael • #CMWorld
![Page 15: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/15.jpg)
We tune out the noise.
@BrennerMichael • #CMWorld
![Page 16: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/16.jpg)
@BrennerMichael • #CMWorld
![Page 17: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/17.jpg)
Content Marketing is all the marketing that’s left!
Seth Godin, 2008”
“
@BrennerMichael • #CMWorld
![Page 18: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/18.jpg)
18
@BrennerMichael • #CMWorld
![Page 19: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/19.jpg)
“The buyer journey is nothing more than
a series of questions that must be answered.
- IDC -”@BrennerMichael • #CMWorld
![Page 20: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/20.jpg)
Awareness Consideration Preference
Online CommunitiesSearch EngineseBooksEmail NewslettersEditorial ArticlesWhite PapersPodcastsCase StudiesOnline VideosWebcastsVirtual Trade ShowsProduct LiteratureTrial SoftwareOnline Vendor Demos
Begindecision process
MakedecisionIdentify
business problem Establish
requirements/ build RFP
Align IT with business
objectivesExplore
technology options
Research solutions
Determine solution strategy Assess ROI
Research products/ vendors
Build short list
@BrennerMichael • #CMWorld
![Page 21: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/21.jpg)
@BrennerMichael • #CMWorld
![Page 22: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/22.jpg)
Ann Handley: “Take your brand out of the story. . . . . .Make your customers the hero.”
Our Natural Instinct
ContentMarketing
WhatBrandsPublish
WhatCustomers
Want
Charity
@BrennerMichael • #CMWorld
![Page 23: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/23.jpg)
ContentMarketing
YourBrand
Purpose
WhatCustomers
Want
@BrennerMichael • #CMWorld
Why does your brand exist? What purpose does it serve?
![Page 24: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/24.jpg)
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”
-Content Marketing Institute
• Not advertising or PR
• It is continuous not campaign-based
• Customer-focused, not brand-focused
• Seeks to answer customer questions across the buyer journey
• Owned media = An asset for your business with LTV and ROI
Content Marketing Defined
@BrennerMichael • #CMWorld
![Page 25: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/25.jpg)
Joe Pulizzi: “Don’t build your house on rented land.”
- Publish On Your Own Content Hub -
@BrennerMichael • #CMWorld
![Page 26: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/26.jpg)
The Promise of Content Marketing:
To earn your audience . . .
. . . versus buying it!
@BrennerMichael • #CMWorld
![Page 27: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/27.jpg)
How brands can become consumed with their story, not their customers.
Unique Point of View Trap
@BrennerMichael • #CMWorld
![Page 28: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/28.jpg)
“We need to stop interrupting whatpeople are interested in and be what people are interested in.
- CRAIG DAVIS -”
@BrennerMichael • #CMWorld
![Page 29: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/29.jpg)
29
@BrennerMichael • #CMWorld
![Page 30: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/30.jpg)
Key factors to content marketing success:
1. Documented content strategy and mission statement
2. Have someone accountable for content
3. Consistently publish quality content
4. Map content to consumer journey
5. Paid Distribution
6. Focus on Content Subscribers
7. Track Content Marketing ROI
@BrennerMichael • #CMWorld
![Page 31: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/31.jpg)
Give yourself a grade . . Best Practice R Y GHave a documented content strategy?
Have someone managing content
Content hub maps to the consumer journey
Publishing quality, volume and variety
Social activation of content
Paid distribution
Focus on Content Subscriptions
Measurement template / ROI defined
Overall:
D
@BrennerMichael • #CMWorld
![Page 32: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/32.jpg)
Content MarketingSuccess
Building a SuccessfulContent Strategy
Companies Doing It RightUtilizing Content Acrossthe Buyer Journey
![Page 33: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/33.jpg)
Why is it Important to Have a DocumentedContent Marketing Strategy?
Source: CMI
![Page 34: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/34.jpg)
• Thinking and acting like a publisher
• Delivering content your audience wants
• Managing content as an asset (with an ROI)
What is a Content Marketing Strategy?
@BrennerMichael • #CMWorld
![Page 35: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/35.jpg)
3 Steps to Building a Content Strategy
1 Why?What’s the Business Case?
3What?Show results tied to your business objectives.
2 How?Team, actions, and budgets needed.
@BrennerMichael • #CMWorld
![Page 36: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/36.jpg)
Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [content marketing goals]• Earn your audience’s attention vs. just
buying it • Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
@BrennerMichael • #CMWorld
![Page 37: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/37.jpg)
What Is Your Content Marketing Mission Statement?
Become a (premier?) destination for [target audience]
interested in [topics] to help them [customer value].
@BrennerMichael • #CMWorld
![Page 38: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/38.jpg)
Steps to crafting a content strategy
DiscoveryDestinationBranding + Design
Roles + Responsibility
Editorial Strategy
Distribution + Optimization
Measurement
•Current State•Target Audience•Business Case•Mission Statement•Budget
•Branding•UX•Platform
•Who does what?•NewsCred•Agency•You
•Structure•Topics•Types•Sources•SEO
•SEO•Platforms•Paid•Owned •Earned•Email Newsletter
•Business Case KPIs•Define report•How often
@BrennerMichael • #CMWorld
![Page 39: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/39.jpg)
Building the content marketing business case
1. Reach early stage
buyers
2. Engage new buyers with your
brand
3. Conversions you would have never
reached
@BrennerMichael • #CMWorld
![Page 40: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/40.jpg)
Define Content Marketing Roles and Functions
ContentMarketer /
EditorStrategizes,
writes,and oversees
content projects to ensure brand consistency and alignment with
business objectives.
CommunityManager
Distributes contentacross social
channels, engages online communities, and contributes to content projects.
DesignerBrings content to life
through the user experience and rich
visuals.
ContributorsAny content creator-
blogger, photographer,
designer — who contributes to your
project.
SEO / PaidSpecialist
Manages the paiddistribution of content online.
AnalyticsDefines best/ worst
performers,
conversion
optimization and
measurement
communications.
CurationFines and re-
purposes the best
content from your
business and from
around the web.
@BrennerMichael • #CMWorld
![Page 41: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/41.jpg)
Consider Your Destination and Branding
@BrennerMichael • #CMWorld
![Page 42: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/42.jpg)
Design Structure
1) Categories across the top show visitor what space you are in
2) Images help humanize the site and break text
3) Published content horizontally shows frequency (add dates and authors)
4) Share buttons encourage social sharing
5) Mid-stage offer on right6) Newsletter/subscription sign up
@BrennerMichael • #CMWorld
![Page 43: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/43.jpg)
Content MarketingSuccess
Building a SuccessfulContent Strategy
Companies Doing It RightUtilizing Content Acrossthe Buyer Journey
@BrennerMichael • #CMWorld
![Page 44: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/44.jpg)
60-70% of marketing contentgoes completely unused.
*Sirius Decisions
@BrennerMichael • #CMWorld
![Page 45: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/45.jpg)
@BrennerMichael • #CMWorld
![Page 46: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/46.jpg)
Behind every piece of bad content is an executive who asked for it.
TWEET THIS!
@BrennerMichael • #CMWorld
![Page 47: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/47.jpg)
Conduct A Content Audit
• Content Type• Audience / Target• Buyer Stage• Primary Destination• Performance
@BrennerMichael • #CMWorld
![Page 48: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/48.jpg)
Look at Content by Buyer Stage
Early StageMiddle StageLate Stage
66% 28%
Early-Stage Content
Late-Stage Content
Middle-Stage Content
6%
@BrennerMichael • #CMWorld
![Page 49: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/49.jpg)
Reach, Engage and Convert the Right People.
Early-stage Searches
Middle-stage
Brand Searches
Search / Social Volume
What is Content Marketing?(10-3000 X)
Who is the best Content Marketing provider?
(2-10 X)
NewsCred Content Marketing software is how awesome?
@BrennerMichael • #CMWorld
![Page 50: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/50.jpg)
What Are We Going to Write About?
@BrennerMichael • #CMWorld
![Page 51: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/51.jpg)
Publishers publish everyday on each topic/category• Organic Traffic goes up with each new article published• Diminishing return? (see below)• Optimize content budget vs. paid distribution budget• Increasing frequency will increase Organic + Social % of Total PVs
A few times a year
1-2X permonth
< monthly 1-2X perweek
1 per day More than 1 per day
![Page 52: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/52.jpg)
@BrennerMichael • #CMWorld
![Page 53: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/53.jpg)
@BrennerMichael • #CMWorld
![Page 54: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/54.jpg)
@BrennerMichael • #CMWorld
![Page 55: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/55.jpg)
@BrennerMichael • #CMWorld
![Page 56: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/56.jpg)
@BrennerMichael • #CMWorld
![Page 57: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/57.jpg)
Xyz Early Xyz
Late Xyz Xyz
Persona Questions/Concerns
Xyz
Middle Xyz Xyz
Keywords
Xyz Early Xyz
Late Xyz Xyz
Persona Questions/Concerns
Xyz
Middle Xyz Xyz
Keywords
Stage
Stage
@BrennerMichael • #CMWorld
Research Keywords, Then Filter By Personas
![Page 58: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/58.jpg)
Utilize the Right Mix of Content
Custom ContentShare on-brand stories and recipes which are created specifically for your brand.
Community ContentLeverage content from customers, employees,
influencers that grows and engages your community.
Licensed ContentBoost credibility, publishing cadence, and direct traffic with a high-volume of fully-licensed, compliant
content.
@BrennerMichael • #CMWorld
![Page 59: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/59.jpg)
Content Mix (Monthly Average)
LicensedCustom
Custom
Content
20%
User /
Employee
50%
Licensed
Content
30%
@BrennerMichael • #CMWorld
![Page 60: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/60.jpg)
How To Rank For SEO? The 3 Vs (Content Mix)
Volume
Number of posts on the topic
Value
The best answer on the internet
Variety
Text, images, video, slides
@BrennerMichael • #CMWorld
![Page 61: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/61.jpg)
Even great content needs a pushThe average Hollywood movie spends 50-60% of production budget on
distribution.
@BrennerMichael • #CMWorld
![Page 62: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/62.jpg)
Show me the money!@BrennerMichael • #CMWorld
![Page 63: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/63.jpg)
3 Components of Content Marketing ROI
1. Cost 2. Utilization 3. Performance
@BrennerMichael • #CMWorld
![Page 64: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/64.jpg)
Proving Content Marketing ROI1. Reach early stage buyers
• Fair “Share of Conversation” • % Unbranded Search traffic on your website• Banner effectiveness at driving brand visits• Cost of advertising / search landing pages with low organic and social traffic• Cost of organic and social website traffic vs. paid
2. Engage new buyers with your brand• Time spent, Bounce rate on content vs. advertising landing pages• Cost / Repeat visits, Time engaged with your brand• Subscribers, value per subscriber
3. Conversions you would have never reached• Cost per lead, Pipeline touched, Cost per registration (content or events), Cost per sale• Content % source of leads• ROI vs. Avg. Marketing ROI
@BrennerMichael • #CMWorld
![Page 65: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/65.jpg)
Content Marketing ROI is 4X our traditional marketing spend.
”“Julie Fleischer, Kraft
@BrennerMichael • #CMWorld
![Page 66: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/66.jpg)
Define Key Measures and Targets
@BrennerMichael • #CMWorld
![Page 67: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/67.jpg)
Organic and Social: Up and to the Right
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Traffic from Organic, Social & Referrals
Uni
que
Visi
tors
@BrennerMichael • #CMWorld
![Page 68: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/68.jpg)
@BrennerMichael • #CMWorld
![Page 69: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/69.jpg)
Content MarketingSuccess
Building a SuccessfulContent Strategy
Companies Doing It RightUtilizing Content Acrossthe Buyer Journey
@BrennerMichael • #CMWorld
![Page 70: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/70.jpg)
AMEX OpenForum
Mission: Help Small Businesses Do More Business.
Approach: Publish every day, authoritative voices, build community
Outcome: The largest source of inbound leads.
@BrennerMichael • #CMWorld
![Page 71: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/71.jpg)
BufferApp Blog
Lesson for Brands: Think bigger than yourself and what you sell. Help people with their biggest problems and you will earn their attention.
@BrennerMichael • #CMWorld
![Page 72: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/72.jpg)
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+
@BrennerMichael • #CMWorld
![Page 73: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/73.jpg)
Casper’s Van Winkles
@BrennerMichael • #CMWorld
![Page 74: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/74.jpg)
Red Bull's Red Bulletin
“Turning brand love into can love.”
Lessons for Brands: • Take the buzz phrase "act like a
publisher" literally. • Divert paid media dollars to earned
and owned value• Build in-house production resources
@BrennerMichael • #CMWorld
![Page 75: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/75.jpg)
@BrennerMichael • #CMWorld
![Page 76: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/76.jpg)
A Successful Content Marketing Strategy Key Takeaways:1. Commit to publishing content that your customers actually want
2. Figure out what questions your customers ask (Google) what content they share (Social) and what channels they use
3. Start publishing content
4. Distribute the winners (paid, email and organic social)
5. Measure and optimize what works
6. Thank Michael Brenner . . . (Your Welcome!) jk
@BrennerMichael • #CMWorld
![Page 77: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/77.jpg)
@BrennerMichael • #CMWorld
![Page 78: Tips, Tools and Templates To Build Your Content Marketing Strategy](https://reader035.vdocuments.us/reader035/viewer/2022062522/5871dec71a28ab6a7b8b5495/html5/thumbnails/78.jpg)
Michael BrennerHead of StrategyNewsCred
@BrennerMichael • #CMWorld