B2B Content Marketing Tips for Higher Conversions
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At Emma's #MarketingUnited conference I presented tips on how to create B2B Content Marketing programs that convert to leads and sales.
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B2B Content Marketing Tips for Higher Conversions
- 1. MARKETING INSIDER GROUP How To Create B2B Content That Converts Michael Brenner CEO, Marketing Insider Group @BrennerMichael #MarketingUnited
- 2. MARKETING INSIDER GROUP Me, 20 pounds years ago @BrennerMichael #MarketingUnited
- 3. MARKETING INSIDER GROUP Today we are all connected @BrennerMichael #MarketingUnited
- 5. What is the ROI? The First Banner Ad (1994) @BrennerMichael #MarketingUnited
- 7. MARKETING INSIDER GROUP Less likely to click on a banner than… @BrennerMichael #MarketingUnited
- 8. MARKETING INSIDER GROUP WHAT IS GOING ON? @BrennerMichael #MarketingUnited
- 9. Marketing Has A Marketing Problem @BrennerMichael #MarketingUnited
- 10. All Marketing should be tied to a business case that sales and executives can understand. @BrennerMichael #MarketingUnited
- 11. MARKETING INSIDER GROUP Content marketing trends
- 17. MARKETING INSIDER GROUP “We need to stop interrupting what people are interested in and start creating what they are interested in. ” @BrennerMichael #MarketingUnited
- 19. MARKETING INSIDER GROUP 1 @BrennerMichael #MarketingUnited
- 20. MARKETING INSIDER GROUP The buyer journey is nothing more than a series of questions that must be answered. ~ IDC @BrennerMichael #MarketingUnited
- 21. MARKETING INSIDER GROUP@BrennerMichael #MarketingUnited
- 22. MARKETING INSIDER GROUP Content Marketing Requires Empathy Content Marketing What Brands Publish What Customers Want Business Instinct CharityEmpathy @BrennerMichael #MarketingUnited
- 23. MARKETING INSIDER GROUP@BrennerMichael #MarketingUnited
- 24. MARKETING INSIDER GROUP of marketing content goes completely unused? 60-70% How do we help answer our buyers' questions when @BrennerMichael #MarketingUnited
- 25. MARKETING INSIDER GROUP Behind every piece of bad content is an executive who asked for it. @BrennerMichael #MarketingUnited
- 26. MARKETING INSIDER GROUP PUSH BACK by asking WHY? @BrennerMichael #MarketingUnited
- 27. MARKETING INSIDER GROUP The Art of Buyer Attraction Digital Analytical Reach Conversion Target Position Message Focus on Results Focus on Activities Focus Skills@BrennerMichael #MarketingUnited
- 28. MARKETING INSIDER GROUP IMAGINE: We show up first in Google @BrennerMichael #MarketingUnited
- 29. MARKETING INSIDER GROUP IMAGINE: We own the category www.makeup.com -- (owned by L’Oreal) @BrennerMichael #MarketingUnited
- 30. MARKETING INSIDER GROUP IMAGINE: We own the target audience www.CMO.com -- owned by Adobe @BrennerMichael #MarketingUnited
- 31. MARKETING INSIDER GROUP IMAGINE: Marketing that attracts new buyers AMEXOPEN Forum is the largest source of new leads for AMEX’s Small Business Division @BrennerMichael #MarketingUnited
- 32. MARKETING INSIDER GROUP Content Marketing programs are assets with real value that grows over time. Need proof . . . @BrennerMichael #MarketingUnited
- 33. MARKETING INSIDER GROUP - 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 Pageviews #Articles Compounding Effect Of Publishing Helpful Content @BrennerMichael #MarketingUnited
- 34. 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 Where do you fall on the content marketing maturity curve? Documented content marketing strategy @BrennerMichael #MarketingUnited
- 35. MARKETING INSIDER GROUP Content Marketing Institute / Marketing Profs @BrennerMichael #MarketingUnited
- 36. MARKETING INSIDER GROUP PART ONE Build The Business Case BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS 1 Three Steps To B2B Content That Converts
- 37. MARKETING INSIDER GROUP How Do You Sell Empathy To Executives Who Don’t Have Any? @BrennerMichael #MarketingUnited
- 38. MARKETING INSIDER GROUP@BrennerMichael #MarketingUnited
- 39. MARKETING INSIDER GROUP Cluster Brand? Total Monthly Searches (est.) Analytics Brand 458 30,000 XAnalytics Non-Brand 1,520,761 Cloud Brand 398 10,000 XCloud Non-Brand 578,460 Big Data Brand 28,884 218 XBig Data Non-Brand 470,967 Mobility Brand 12,488 28 XMobility Non-Brand 345,598 CRM/Sales Brand 156,028 40 XCRM/Sales Non-Brand 6,313,329 Accounting. Finance Brand 30,497 24 XAccounting. Finance Non-Brand 720,493 TOTAL Brand 1,688,883 130 XTOTAL Non-Brand 130,616,715 Push Back With Data
- 40. MARKETING INSIDER GROUP Push Back With Data @BrennerMichael #MarketingUnited
- 41. Product Content Offers Brochures Customer Testimonials Case Studies PRODUCT MARKETING CONTENT MARKETING Map Content To The Buyer Journey Blogs Quizzes News Infographics Social Content Video Whitepapers Webinars Events Newsletters How-To Guides Customer Profiles 100 10 1 @BrennerMichael #MarketingUnited
- 42. MARKETING INSIDER GROUP Late-Stage Content 66%Early-Stage 6% Middle-Stage Content 28% @BrennerMichael #MarketingUnited
- 43. MARKETING INSIDER GROUP Content Used 44% Content Not Used 56% @BrennerMichael #MarketingUnited
- 44. 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) Are you answering your customers’ questions? @BrennerMichael #MarketingUnited
- 45. MARKETING INSIDER GROUP Reach early stage buyers Engage new buyers with your brand Conversions you would have never reached = $ Build The Business Case @BrennerMichael #MarketingUnited
- 46. MARKETING INSIDER GROUP PART TWO Find The Budget BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS 2 Three Steps To B2B Content That Converts
- 47. MARKETING INSIDER GROUP Content Used 30% Content Not Used 70% 60% -70% of Content Goes Completely Unused* $100 Billion Opportunity** **Source: Econsultancy * Source: Sirius Decisions = $ @BrennerMichael #MarketingUnited
- 48. MARKETING INSIDER GROUP What Do You Spend On Paid Search Because You Don’t Rank Organically? =$
- 49. 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?) @BrennerMichael #MarketingUnited
- 50. MARKETING INSIDER GROUP Run CRM ROI Report. Rank Low to High =$ @BrennerMichael #MarketingUnited
- 51. MARKETING INSIDER GROUP How To Do Content Marketing Without A Budget
- 52. MARKETING INSIDER GROUP How To Do Content Marketing Without A Budget
- 53. MARKETING INSIDER GROUP How To Do Content Marketing Without A Budget
- 54. Re-Purpose •Executive PowerPoints •Whitepapers •Customer Service and Sales FAQs •Your emails = answers How To Do Content Marketing Without A Budget? @BrennerMichael #MarketingUnited
- 55. 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 How To Do Content Marketing Without A Budget? @BrennerMichael #MarketingUnited
- 56. 56
- 57. 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 ... How To Do Content Marketing Without A Budget? @BrennerMichael #MarketingUnited
- 59. MARKETING INSIDER GROUP PART THREE Measure Results BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS 3 Three Steps To B2B Content That Converts
- 60. MARKETING INSIDER GROUP SAP Digitalist Magazine @BrennerMichael #MarketingUnited
- 61. MARKETING INSIDER GROUP SAP Digitalist Magazine To help executives understand how technology drives business innovation. @BrennerMichael #MarketingUnited
- 62. MARKETING INSIDER GROUP 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 @BrennerMichael #MarketingUnited
- 63. MARKETING INSIDER GROUP Reach, Engagement, Conversions We Would Have Never Seen @BrennerMichael #MarketingUnited
- 64. MARKETING INSIDER GROUP Lyly Lepinay – Group Digital Content Marketing Manager, Capgemini @BrennerMichael #MarketingUnited
- 65. 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
- 66. MARKETING INSIDER GROUP 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
- 67. 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 @BrennerMichael #MarketingUnited
- 68. MARKETING INSIDER GROUP Lifetime Value: Content consumers spend 2x more and are 3x more loyal. Shane Jordan Digital Marketing Manager Blue Cross BlueShield of Alabama
- 69. MARKETING INSIDER GROUPBUILD THE BUSINESS CASE FIND THE BUDGET MEASURE RESULTS My Free Gift To You: http://bit.ly/content-formula
- 70. MARKETING INSIDER GROUP Thank you! Michael Brenner CEO, Marketing Insider Group @BrennerMichael
Editor's Notes
- This is me 20 pounds, I mean 20 years ago, at College Graduation. I went to school to study business but then changed my major to English Lit because I was fascinated by the art of storytelling. I still wanted to follow my career ambitions by working in the business field but felt even then that communications was the key to business success. It’s 1994 and a company named Mosaic changed it’s name to Netscape and released the first web browser. At this time, there were 1,000 connected computers in the early world wide web. In just a few short years, that number went from millions to the billions of connected devices we have today.
- Fast forward to today. And it’s content and accessibility that is driving the world, not the Internet. Marketers, publishers and agencies are no longer in control. The consumer is…we have each become our own network hubs.
- These are my children. The oldest there in the middle is Linkedin, to the left is my other daughter Facebook. To the right is my son Twitter and my youngest is G+. Aren’t they cute. I’m so proud of them. They have literally and drastically changed my world in just a few short years.
- 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?
- Core components the way we need to think. We need to think different.
- The secret to content marketing is that its not that hard. There are obstacles, but what we’re going to do is give you our secrets and let you know what’s worked for other brands to drive a content marketing strategy.