Mapping Content to the Buyer Journey
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The document discusses how to map marketing content to the buyer's journey. It argues that the buyer journey does not start with searching for a product, but with having questions that content can answer. It recommends focusing content creation on answering questions prospects have at different stages, from early awareness to purchase. The document also discusses optimizing content distribution across owned, earned, and paid channels and measuring the ROI of the content marketing program over time.
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Mapping Content to the Buyer Journey
- 1. Mapping Content To The Buyer Journey Michael Brenner CEO, Marketing Insider Group Author, The Content Formula @BrennerMichael
- 2. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style
- 3. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style
- 4. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style
- 5. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Content Marketing Is An Imperative Earn Your Audience’s Attention Vs. Buying Or Interrupting. = ROI
- 6. What is the ROI? The First Banner Ad (1994) @BrennerMichael
- 8. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Less likely to click on a banner than… @BrennerMichael
- 9. CLICK TO EDIT MASTER TITLE Click 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)
- 10. Marketing Has A Marketing Problem
- 11. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style
- 13. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style
- 14. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style The Buyer Journey Doesn’t Start With A Search For Your Product
- 15. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style
- 16. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style If All You Do Is Promote Your Products With Interruptions, You Are Missing The Majority of Buyers
- 17. STOP interrupting what people are interested in and be what people are interested in!
- 18. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Marketing That Attracts An Audience Content Marketing What Brands Publish What Customers Want Business Instinct CharityEmpathy
- 19. IMAGINE: You own the target audiencewww.CMO.com -- owned by Adobe
- 20. IMAGINE: Marketing that attracts new buyers AMEX OPEN Forum is the largest source of new leads for AMEX’s Small Business Division
- 21. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Email, Search & Social -- 90% of ALL Content Discovery Source: KoMarketing Associates Search Email Social
- 22. http://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/ Content Marketing is Owned Media ”99+ Brand-owned Content Marketing Destinations”
- 23. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Behind every piece of bad content is an executive who asked for it.
- 24. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style 2
- 25. The buyer journey is nothing more than a series of questions that must be answered.
- 26. of marketing content goes completely unused? 60-70% How do we answer buyers' questions when
- 27. MARKETING INSIDER GROUP Behind every piece of bad content is an executive who asked for it.
- 28. MARKETING INSIDER GROUP Content Used 30% Content Not Used 70% $100 Billion Opportunity* *Source: Econsultancy = $
- 29. MARKETING INSIDER GROUP What Do You Spend On Paid Search Because You Don’t Rank Organically? =$
- 30. MARKETING INSIDER GROUP Run CRM ROI Report. Rank Low to High =$
- 32. MARKETING INSIDER GROUP Who is finding you?
- 34. 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?
- 37. 37
- 39. 39 The Growing Importance of QUALITY: “What is cloud computing?”
- 40. Few times a year 1-2X per month Less than monthly 1-2X per week 1 per day >1 per day The Importance of QUANTITY: Conversions Increase The More You Publish Hubspot
- 41. 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
- 42. For Every 1 Piece of Content You Create For BUYERS Create 100 Pieces of Early- Stage Content for PROSPECTS
- 44. Your Target Personas Your Audience’s Interests What You Should Create Content About Focus more here Focus on customer intent / interests
- 45. What About Gating? CONTENT MARKETING Blogs Quizzes News Infographics Social Content Video Whitepapers Webinars Events Newsletters How-To Guides Customer Profiles 100 10 1
- 46. Gating is GOOD! 1. “Ultimate” Guides 2. Research Reports 3. Books / Excerpts 4. Events 5. Tips from the Pros CONTENT MARKETING Blogs Quizzes News Infographics Social Content Video Whitepapers Webinars Events Newsletters How-To Guides Customer Profiles 100 10 1
- 47. 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
- 48. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Anyone can buy clicks and leads. CEOs demand marketing that delivers ROI!
- 49. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Show me the money!
- 50. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Content Marketing programs are assets with real value that grows over time. Need proof . . .
- 51. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style - 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
- 52. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style - 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 -------- >
- 53. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style - 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
- 54. CLICK TO EDIT MASTER TITLE Click 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
- 55. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style @BrennerMichael
- 56. Thank you! Michael Brenner CEO, Marketing Insider Group Author, The Content Formula Book Me To Speak: michael@marketinginsidergroup.com
Editor's Notes
- Mohammad Basheer Abdul Khadar
- 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?
- 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.
- Introduce the buyer journey