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

Want

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.


http://ctt.ec/dfg87


PUSH BACK

by asking

WHY?@BrennerMichael

#MarketingUnited

http://ctt.ec/dfg87


The Art of Buyer AttractionDigitalAnalyticalReachConversion

TargetPositionMessage

Focus on Results

Focus on Activities

Focus

Skills@BrennerMichael#MarketingUnited


IMAGINE: We show up first in Google



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


http://www.makeup.com/


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


http://www.cmo.com/


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

200

300

400

500

600

-

100,000

200,000

300,000

400,000

500,000

600,000 Compounding Effect Of Publishing Helpful

Content

# A

rtic

les

Page

view

s



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?


http://ctt.ec/dfg87


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


Push Back With Data


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


Late-Stage Content

66%Early-Stage

6%

Middle-Stage Content

28%



Content Used44%

Content Not Used56%



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?



Reach early stage buyers

Engage new buyers with your

brand

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 ...



58

Keywordtooldominator.comUbersuggest.ioKeywordtool.io


PART THREE

MeasureResults



Converts


SAP Digitalist Magazine



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

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



Reach, Engageme

nt, Conversion

s

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

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



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