How can your marketing attract people that actually want to buy from you? It starts with understanding the real impact digital has had on publishers, on marketing, and on us as consumers. Content marketing has emerged to combat these challenges. But what's the ROI? And how can you use content marketing to attract the right audience? In this presentation, I provide the tips and tricks to help you reach, engage, and convert new buyers to your business.

1. Find Your Target
How To Attract People That
Actually Want To Buy From
Michael Brenner
CEO, Marketing Insider Group
Author, The Content Formula
@BrennerMichael

2. The world has changed.
Most marketing stinks.
Attract people through stories they love.

3. 1. Digital Changes Everything
2. Content Marketing Emerges
3. How To Find Your Target
@BrennerMichael

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6. Marketing Has A
Marketing Problem
@BrennerMichael

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@BrennerMichael

8. 8© 2014 SAP AG or an SAP affiliate company. All rights reserved.
Content marketing trends

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14. What is the ROI?
The First Banner Ad
(1994)
@BrennerMichael

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Less likely
to click on a
banner than…
@BrennerMichael

17. Ads don’t work for publishers
Ads don’t work for marketers
Ads don’t work for consumers

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7,000
78%
94%
44%
90%
marketing
messages
per day
“Do Not
Call”
skip
TV ads
direct mail
never
opened
of emails
never
opened

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80% of CEOs
unsatisfied
with CMOs.
~ The Fournaise Group
@BrennerMichael

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Do you sponsor a team?

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40Number of times consumers need to see an
ad before sales decline.
~ Advertising Research Foundation, 2016

23. 23© 2014 SAP AG or an SAP affiliate company. All rights reserved.
What’s The ROI?

24. What’s The ROI?

25. STOP interrupting
what people are interested in
and be what people are
interested in!
@BrennerMichael

26. 1. Digital Changes Everything
2. Content Marketing Emerges
3. How To Find Your Target
@BrennerMichael

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28. 28© 2014 SAP AG or an SAP affiliate company. All rights reserved.
Say they would consider a
business based on the
value of their content.
82
% *Forbes/Elite Daily study, Jan. 2015.
@BrennerMichael

29. IMAGINE: You show up first in Google

30. IMAGINE: You own the category
www.makeup.com -- (owned by L’Oreal)

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

32. IMAGINE: You are top resource for consumers
https://health.clevelandclinic.org/

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

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Which Ad Had A Higher CTR?

35. 10X
CTR
(eConsultancy, 2014; Criteo 2013; Onespot 2015)
Re-Targeted Ads Content Works Better
100X
CTR
70X
Revenue
Re-Targeted Banner Ads Re-Targeted Content Re-Targeted Content
0.06% - 0.6% 0.06% - 6.0% $1 - $70

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Marketing That Attracts Your Target Audience
Content
Marketing
What
Brands
Publish
What
Customers
Want
Business Instinct CharityEmpathy

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Marketing Attracts A Larger Audience

38. http://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/
Content Marketing is Owned Media
”99+ Brand-owned Content Marketing Destinations”

39. Show me the money!

40. Content Marketing programs
are assets with real value that
grows over time.
Need proof . . .
@BrennerMichael

41. -
100,000
200,000
300,000
400,000
500,000
600,000
0
100
200
300
400
500
600
Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15
Traffic
#Articles
COMPOUNDING RETURN OF CONTENT MARKETING
________ Content Marketing LEAD$

42. -
100,000
200,000
300,000
400,000
500,000
600,000
0
100
200
300
400
500
600
Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15
Traffic
#Articles
COMPOUNDING RETURN OF CONTENT MARKETING
________ Content Marketing Revenue
Investment -------- >

43. -
100,000
200,000
300,000
400,000
500,000
600,000
0
100
200
300
400
500
600
Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15
Traffic
#Articles
COMPOUNDING RETURN OF CONTENT MARKETING
________ Content Marketing Revenue
Investment -------- >
@BrennerMichael

45. BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS
My Free Gift To You:
http://bit.ly/content-formula

46. 1. Digital Changes Everything
2. Content Marketing Emerges
3. How To Find Your Target

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Find Your Target On The Channels They Use --
81% of Content Discovery
Source:
KoMarketing Associates
Search Email Social

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Click to edit Master subtitle stylePRODUCT MARKETING
& ADVERTISING
Product content
Offers
Brochures
Customer Testimonials
Case studies
Ads
How We Try To Find Our Target Audience
5
15
80

49. 60-70% of marketing
content goes
completely unused.
*Sirius Decisions
@BrennerMichael

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

51. What the
world wants
What you
know
What you
love
Focus more here
The Secret of Life
Just a
dream
Happy
but poor
Bored
#WIN
@BrennerMichael
Your
Target
Audience’s
Interests

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54. A Marketing Mission That Attracts
Become the premier destination
for [what target audience]
interested in [what topics]
to help them [customer value].
To reach, engage, and convert buyers you would have never
seen.
@BrennerMichael

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How Do You Know If You’re Attracting The Right Target?

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5

58. Your target audience has
a series of questions
that must be answered.
@BrennerMichael

59. CLICK TO EDIT MASTER TITLE
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Audience Middle
Early
What is / are?
Why important
Late
Who?
How much?
Where?
1
StageTarget Questions / Challenges Keyword Volume
100
How to?
10
Find Your Target By Anticipating Their Questions
@BrennerMichael

60. 60
Keywordtooldominator.com
Ubersuggest.io
Keywordtool.io

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CONTENT MARKETING
Articles
News
Infographics
Social Content
Quizzes
Video
Whitepapers
Webinars
Podcasts
How-To Guides
Events
Newsletters
Customer Profiles
PRODUCT MARKETING
& ADVERTISING
Product content
Offers
Brochures
Customer Testimonials
Case studies
Ads
Create Content People Actually Want!
100
1
10
5
15
80

65. For every 1 piece of
product content
create 100 pieces
of customer content.

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• Executive PowerPoints - Slideshare
• Whitepapers – blog posts
• Customer Service and Sales FAQs
• Your emails = answers = content
• Cover competitor and industry research, video, infographics
• Ask 2nd-tier influencers to share their work
• Create a list of top influencers, best conferences, best quotes, best stats
How To Attract Your Target Without A Budget?

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Organic Search Traffic
REACH
Unbranded Search Traffic
LEADS
CONVERT
OTHER CONVERSIONS
REVENUE
Time on Site
ENGAGE
Social shares
Subscriptions
Bounce rate
Retention Rate
Upsells
RETAIN
Measure Marketing Results
--> Subscribers produce 38X ROI
--> Subscribers and are 9X more likely to convert
@BrennerMichael

68. Email Subscribers:
90% of Known Content Touch Points in B2B
B2B prospects engage with
20 pieces of content before
they become a customer.
2 white papers
1 webinar
14 newsletters (70%)
4 lead-nurturing emails (20%)
1 event

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Maturity Audiences Only!
Publish content to
primary channel
Distribute content
to the channels
your audience
uses
Convert Leads
And
Track ROI
Optimize
Optimize for
subscriptions
& offers
Marketing ROI
is the #1 Objective
for Marketers in 2016
Documented
marketing mission
@BrennerMichael

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CapGemini: Content-Loop.com

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It’s 6-7X cheaper to keep an existing
customer than to acquire a new one.
A 5% increase in retention
= 95% increase in ROI.

72. Content consumers
3X more likely to
renew.
Shane Jordan
Digital Marketing Manager
Blue Cross BlueShield Alabama

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When Michael
thinks about
video pop-up
ads.
Create content
people love.

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@BrennerMichael

75. Thank you!
Michael Brenner
CEO, Marketing Insider Group
Author, The Content Formula
Book Me To Speak:
michael@marketinginsidergroup.com