mapping content to the buyer journey

Mapping Content To The Buyer

JourneyMichael BrennerCEO, Marketing Insider GroupAuthor, The Content Formula@BrennerMichael

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Content Marketing Is An Imperative

Earn Your Audience’s Attention

Vs. Buying Or Interrupting.

= ROI

What is the ROI?

@BrennerMichael @LizBedor

The First Banner Ad (1994)

@BrennerMichael

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Less likely to click on a banner than…

@BrennerMichael

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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’s The ROI of Banner Ads?

40 # of ad exposures to cause a decline in sales(Advertising Research Foundation)

Marketing Has A Marketing Problem

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The Buyer Journey Doesn’t Start With A

Search For Your Product

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If All You Do Is Promote Your Products With

Interruptions, You Are Missing The

Majority of Buyers

STOP interrupting

what people are interested in

and be what people are

interested in!

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Marketing That Attracts An Audience

ContentMarketing

What Brands Publish

WhatCustomers

Want

Business Instinct CharityEmpathy

IMAGINE: You 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

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Email, Search & Social --90% of ALL Content Discovery

Source:KoMarketing Associates

Search

Email

Social

http://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/

Content Marketing is Owned Media”99+ Brand-owned Content Marketing Destinations”

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

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The buyer journey is nothing more than a series of

questions that must be

answered.

of marketing content goes completely unused?

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

MARKETING INSIDER GROUP

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

MARKETING INSIDER GROUP

Content Used30%

Content Not Used

70%

$100 Billion Opportunity*

*Source: Econsultancy

= $

MARKETING INSIDER GROUP

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

=$

MARKETING INSIDER GROUP

Run CRM ROI Report. Rank Low to High

=$

MARKETING INSIDER GROUP

MARKETING INSIDER GROUP

Who is finding you?

MARKETING INSIDER GROUP

The Buyer Journey Is Nothing More Than A Series of Questions That Must Be Answered.

What is / are __________?Why is _______ important?

How to __________?When should I look to solve it?Who (peers) has solved this?How much?Who sells it?Where can I find out more?

35

Keywordtooldominator.comUbersuggest.ioKeywordtool.io

36

http://answerthepublic.com/

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39

The Growing Importance of QUALITY:“What is cloud computing?”

Few times a year

1-2X permonth

Less than monthly

1-2X perweek

1 per day

>1 per day

The Importance of QUANTITY:Conversions Increase The More You Publish

Hubspot

CONTENT MARKETING

ArticlesNews InfographicsSocial Content Quizzes

VideoWhitepapersWebinarsPodcastsHow-To Guides

EventsNewsletters Customer Profiles

PRODUCT MARKETING & ADVERTISING

Product contentOffers

BrochuresCustomer Testimonials

Case studiesAds

CONSIDERATION

AWARENESS

DECISION

Create Content People Actually Want!

100

1

10

5

1580

For Every 1 Piece of Content You Create For

BUYERSCreate 100 Pieces of

Early-Stage Content forPROSPECTS

Your TargetPersonas

Your Audience’s

Interests

What YouShould CreateContent About

Focus more here

Focus on customer intent / interests

What About Gating?

AWARENESS

CONSIDERATIONDECISIO

N

CONTENT MARKET-ING

BlogsQuizzesNews InfographicsSocial Content VideoWhitepapersWebinars

EventsNewsletters How-To GuidesCustomer Profiles

10010

1

Gating is GOOD!

1. “Ultimate” Guides

2. Research Reports

3. Books / Excerpts

4. Events

5. Tips from the Pros

AWARENESS

CONSIDERATIONDECISIO

N

CONTENT MARKET-ING

BlogsQuizzesNews InfographicsSocial Content VideoWhitepapersWebinars

EventsNewsletters How-To GuidesCustomer Profiles

10010

1

CapGemini Content-Loop.com• LinkedIn Sponsored updates

• Drives to branded Content-Loop.com

• Offers to deeper content

• “Connect with experts”

Results:~1M visitors / year+ 3K new LinkedIn followers per week+ High-Quality Leads+ Sales / ROI

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Anyone can buy clicks and

leads.

CEOs demand marketing

that delivers ROI!

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Show me the money!

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Content Marketing programs

are assets with real value that grows over time.

Need proof . . .

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100,000

200,000

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500,000

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COMPOUNDING RETURN OF CONTENT MARKET-ING

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COMPOUNDING RETURN OF CONTENT MARKET-ING

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________ Content Marketing Revenue

Investment -------- >

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________ Content Marketing Revenue

Investment -------- >

Return -------- >

@BrennerMichael

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The Roadmap

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 2017

Documented content marketing strategy

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@BrennerMichael

Thank you!Michael BrennerCEO, Marketing Insider GroupAuthor, The Content Formula

Book Me To Speak:michael@marketinginsidergroup.com