how to create b2b content that converts

MARKETING INSIDER GROUP

How To Create B2B Content That Converts

Michael BrennerCEO, Marketing Insider Group@BrennerMichael

#MarketingUnited

Me, 20 pounds years ago

@BrennerMichael#MarketingUnited

Today we are all connected

What is the ROI?

@BrennerMichael @LizBedor

The First Banner Ad (1994)

Less likely to click on a banner than…

MARKETING INSIDER GROUPWHAT IS GOING ON?@BrennerMichael

#MarketingUnited

Marketing Has A Marketing Problem

All Marketing should be tied toa business case that sales and

executives can understand.

Content marketing trends

“We need to stop interrupting what

people are interested in and start creating what they are

interested in.”@BrennerMichael

#MarketingUnited

MARKETING INSIDER GROUP 19

The buyer journey is nothing more than a series of

questions that must be answered.

~ IDC@BrennerMichael#MarketingUnited

MARKETING INSIDER GROUP@BrennerMichael#MarketingUnited

Content Marketing Requires Empathy

ContentMarketing

What Brands Publish

WhatCustomers

Business Instinct CharityEmpathy@BrennerMichael

#MarketingUnited

MARKETING INSIDER GROUPof marketing content goes completely unused?

60-70% How do we help answer our buyers' questions when

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

PUSH BACK

by asking

WHY?@BrennerMichael

#MarketingUnited

The Art of Buyer AttractionDigitalAnalyticalReachConversion

TargetPositionMessage

Focus on Results

Focus on Activities

Skills@BrennerMichael#MarketingUnited

IMAGINE: We show up first in Google

IMAGINE: We own the categorywww.makeup.com -- (owned by L’Oreal)

IMAGINE: We own the target audiencewww.CMO.com -- owned by Adobe

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

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

100,000

200,000

300,000

400,000

500,000

600,000 Compounding Effect Of Publishing Helpful

Content

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

MARKETING INSIDER GROUPContent Marketing Institute / Marketing Profs@BrennerMichael#MarketingUnited

PART ONE

Build The Business Case

BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS

1Three Steps To B2B Content That

Converts

How Do You Sell Empathy To

Executives Who Don’t Have Any?

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

Product ContentOffersBrochuresCustomer TestimonialsCase Studies

PRODUCT MARKET-ING

AWARENESS

CONSIDERATION

AWARENESS

CONSIDERATIONDECISIO

CONTENT MARKET-ING

DECISION

Map Content To The Buyer Journey

BlogsQuizzesNews InfographicsSocial Content VideoWhitepapersWebinarsEventsNewsletters How-To GuidesCustomer Profiles

1@BrennerMichael

#MarketingUnited

Late-Stage Content

66%Early-Stage

Middle-Stage Content

Content Used44%

Content Not Used56%

Early-stage Searches

Middle-stage

Brand Searches

Search / Social Volum

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?

Are you answering your customers’ questions?

Reach early stage buyers

Engage new buyers with your

Conversions you would have never

reached

Build The Business Case

PART TWO

Find The Budget

Converts

Content Used30%

Content Not Used70%

60% -70% of Content Goes Completely Unused*$100 Billion Opportunity**

** Source: Econsultancy* Source: Sirius Decisions =

$@BrennerMichael#MarketingUnited

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

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?)

Run CRM ROI Report. Rank Low to High

=$@BrennerMichael

#MarketingUnited

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?

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

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 ...

Keywordtooldominator.comUbersuggest.ioKeywordtool.io

PART THREE

MeasureResults

Converts

SAP Digitalist Magazine

To help executives understand how technology drives business innovation.@BrennerMichael

#MarketingUnited

MARKETING INSIDER GROUP4/8/12

4/22/125/6/12

5/20/126/3/12

6/17/127/1/12

7/15/127/29/12

8/12/128/26/12

9/9/129/23/12

10/7/1210/21/12

11/4/1211/18/12

12/2/1212/16/12

12/30/12

1/13/131/27/13

2/10/132/24/13

3/10/133/24/13

4/7/134/21/13

5/5/135/19/13

6/2/136/16/13

6/30/137/14/13

7/28/13

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

Reach, Engageme

nt, Conversion

We Would Have

Never Seen@BrennerMichael#MarketingUnited

Lyly Lepinay – Group Digital Content Marketing Manager, Capgemini

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

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

Paid vs. Organic Search Traffic

Organic Search Share of Voice

Unbranded Search Traffic

CONVERT

OTHER CONVERSIONS

SUBSCRIBERS

Time on Site

ENGAGE

Social shares

Subscriptions

Bounce rate

Retention Rate

Upsells

RETAIN

The Power of Subscriptions

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

Thank you!

Michael BrennerCEO, Marketing Insider Group@BrennerMichael

how to create b2b content that converts

Marketing

how to create unique b2b content

5 steps to create a video animation for b2b communication

b2b copywriting that persuades and converts

how to create a webinar presentation that converts prospects...

create b2b exchanges with cisco connected processes: an...

create thoughtful b2b marketing content

5 magical tips to create ecommerce website that converts...

create content that converts track - amazon s3...elite...

case study: how global it company exact converts b2b leads...

#dfb2b 2015 - mark beekman, how to create a b2b lead machine

b2b introduction - Škoda auto · other b2b users for the...

how to create a content strategy for b2b marketing success

how to use knowledge marketing to create b2b customers

how to create a strong value proposition for b2b

b2b press manual - wordpress.com · b2b press manual v...

how to create customer profiles for your b2b business

create an ecommerce page that converts

discipling converts

how to create great mobile cues: writing microcontent that...

how to develop, create and distribute killer content that...