Michael Brenner, forfatter av boken The Content Formula og CEO i Marketing Insider Group, snakket under Epic Content Marketing 2016 om hvordan du kan måle avkastningen på din innholdsmarkedsføring.
I følgende artikkel er en handlingsplan på 10 steg og 10 kalkulasjoner som vil gi deg de tallene du trenger for å overbevise bedriften til å satse på Content Marketing: http://contentmarketing.no/kalkulere-avkastning-og-roi/
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Hvordan beregne avkastningen på din Content Marketing? Her er 10 formler!
1. MARKETING INSIDER GROUP
The Content Formula
Calculate the ROI of Content Marketing & Never Waste Money Again
Michael Brenner
CEO, Marketing Insider Group
@BrennerMichael
24. MARKETING INSIDER GROUP
The Art of Pushing Back
Why does this matter?
What is the impact?
How will it be measured?
25. MARKETING INSIDER GROUP
Content Marketing Requires Empathy
Content
Marketing
What
Brands
Publish
What
Customers
Want
Business Instinct CharityEmpathy
28. MARKETING INSIDER GROUP
Content Marketing is EASY!
“The Buyer Journey is nothing more
than a series of questions that
must be answered.”
~ IDC
29. MARKETING INSIDER GROUP
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
“The Buyer Journey is nothing more
than a series of questions that
must be answered.”
~ IDC
Documented
content marketing
strategy
34. MARKETING INSIDER GROUP
Reach early
stage buyers
Engage new buyers
with your brand
Conversions you would
have never reached
= $
Build The Business Case
48. MARKETING INSIDER GROUP
IMAGINE: Marketing that attracts new buyers
AMEXOPEN Forum is the largest source of new leads for AMEX’s Small Business Division
49. MARKETING INSIDER GROUP
BUT: We had no budget
Engagement?
99% Bounce Rate
How Much COST?
$200,000
Search Traffic?
0, None, Nada, Zip
Social Shares?
Also ZERO
Conversions?
“This is an awareness
campaign”
50. MARKETING INSIDER GROUP
SAP Digitalist Magazine
To help executives understand how technology drives business innovation.
Engagement?
70%
How Much COST?
$100,000
Half the ad budget
Search Traffic?
50%
Social Shares?
10%
Conversions?
~1,000 in year 1
54. MARKETING INSIDER GROUP
Early-stage Searches
Middle-stage
Brand Searches
Search/SocialVolume
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)
How Much Early-Stage Search Traffic Is There?
55. MARKETING INSIDER GROUP
CONTENT MARKETING
Your Destination
Blogs
News
Infographics
Social Content
Video
Whitepapers
Webinars
Events
Newsletters
How-To Guides
Customer Profiles
PRODUCT MARKETING
Product content
Offers
Brochures
Customer Testimonials
Case studies
Ads
Reach, Engage and Convert Buyers You We Would Have
Never Seen
61. MARKETING INSIDER GROUP
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?)
63. MARKETING INSIDER GROUP
Advertising Partnership Can Fund Content Marketing
Saved / invested in content marketing platform
$100,000 / $100,000
Reach, Engagement and LEADS SAP would have
never seen.
1,000,000 Organic Visitors
10,000 Subscribers
1,000 Leads
67. OPP (OPC)
•Act as a journalists at events
•Cover competitor and industry research
•Ask 2nd-tier influencers to share their work
How To Do Content Marketing Without A Budget?
@BrennerMichael
68. Create Stuff Easy
• Create a list of top influencers
• best conferences
• best quotes
• best stats in your industry
• Extract the expertise inside your company
• What is…
• Why important...
• How to achieve success with ...
How To Do Content Marketing Without A Budget?
@BrennerMichael
73. MARKETING INSIDER GROUP
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
Measure The Business Value of Content Marketing
74. MARKETING INSIDER GROUP
Content Marketing ROI – Reach / Awareness
TheValue of Organic Search =
(Paid Search CPC X Organic SearchTraffic)
TheValue of Unbranded SearchTraffic =
(Paid Search CPC X Unbranded SearchTraffic)
75. MARKETING INSIDER GROUP
Content Marketing ROI – Reach / Awareness
TheValue of Organic Search =
($2 X 500,000) = $1 Million
TheValue of Unbranded SearchTraffic =
($2 X 420,000) = $840,000
77. MARKETING INSIDER GROUP
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
78. MARKETING INSIDER GROUP
Content Marketing ROI – Brand Engagement
TheValue of Subscribers=
(Sales from Email Nurture / List Size)
81. 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+
83. MARKETING INSIDER GROUP
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
Subscribers are
9x more likely to convert
than non-subscribers
84. MARKETING INSIDER GROUP
Content Marketing ROI – Brand Engagement
TheValue of Subscribers=
(Sales from Email Nurture / List Size)
$10 Million / 400,000 = $25
10,000 subscribers x 25 = $250,000
85. MARKETING INSIDER GROUP
Content Marketing ROI - Conversion
TheValue of Content Marketing Leads =
(Content Marketing Leads * Conversion Rate X Avg. Sale Price)
Content Marketing Direct $ales
86. MARKETING INSIDER GROUP
Content Marketing ROI - Conversion
TheValue of Content Marketing Leads =
(Content Marketing Leads * Conversion Rate X Avg. Sale Price)
1,000 leads x 3% MQL x 50% SAL x 50% SQL x 40% closed x $180,000
$540,000
Content Marketing Direct $ales
3 e-store visits / week x $400 x 52 = $21,000
87. MARKETING INSIDER GROUP
Content Marketing ROI - Retention
TheValue of Retention=
LifetimeValue Content Customer vs. Non-ContentCustomers
Retention Rate vs. Non-Content Customers
Revenue per Content Customer vs. Non-ContentCustomers
88. MARKETING INSIDER GROUP
Lifetime Value:
Content consumers
spend more and are
more loyal customers.
Shane Jordan
Digital Marketing Manager
Blue Cross BlueShield of Alabama
90. MARKETING INSIDER GROUP
Content Marketing ROI
$100,000 saved in advertising landing page costs
$1 Million in search traffic
$250,000 in email list growth
$540,000 in lead conversion to sales
$21,000 in direct e-store sales
?? Click to call / chat
-------------
$1,911,000 inValue /
Investment= $100,000
19X ROI
We’ve all asked the question, why content marketing?
To set the stage, there’s been a fundamental shift in the way we as consumers consume and share content. Momentous amount of content being created, consumed and shared. An amazing amount of content, the real question is how does a brand stand apart?