mapping content to the buyer journey
TRANSCRIPT
Mapping Content To The Buyer
JourneyMichael BrennerCEO, Marketing Insider GroupAuthor, The Content Formula@BrennerMichael
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
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
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
Less likely to click on a banner than…
@BrennerMichael
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
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
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
The Buyer Journey Doesn’t Start With A
Search For Your Product
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
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!
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
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
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
Email, Search & Social --90% of ALL Content Discovery
Source:KoMarketing Associates
Search
Social
http://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/
Content Marketing is Owned Media”99+ Brand-owned Content Marketing Destinations”
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
Behind every piece of bad content is an executive who asked for it.
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
24
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/
37
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
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
Anyone can buy clicks and
leads.
CEOs demand marketing
that delivers ROI!
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
Show me the money!
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
Content Marketing programs
are assets with real value that grows over time.
Need proof . . .
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
Sep-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 RETURN OF CONTENT MARKET-ING
# A
rtic
les
Traffi
c
________ Content Marketing Revenue
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
Sep-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 RETURN OF CONTENT MARKET-ING
# A
rtic
les
Traffi
c
________ Content Marketing Revenue
Investment -------- >
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
Sep-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 RETURN OF CONTENT MARKET-ING
# A
rtic
les
Traffi
c
________ Content Marketing Revenue
Investment -------- >
Return -------- >
@BrennerMichael
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
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
CLICK TO EDIT MASTER TITLEClick to edit Master subtitle style
@BrennerMichael
Thank you!Michael BrennerCEO, Marketing Insider GroupAuthor, The Content Formula
Book Me To Speak:[email protected]