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.
1. Mapping Content To
The Buyer Journey
Michael Brenner
CEO, Marketing Insider Group
Author, The Content Formula
@BrennerMichael
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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
7.
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Less likely
to click on a
banner than…
@BrennerMichael
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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)
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The Buyer Journey
Doesn’t Start With A
Search For Your
Product
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If All You Do Is Promote
Your Products With
Interruptions, You Are
Missing The Majority of
Buyers
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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
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Email, Search & Social --
90% of ALL Content Discovery
Source:
KoMarketing Associates
Search Email Social
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?
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
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
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Anyone can buy
clicks and leads.
CEOs demand
marketing that
delivers ROI!
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Show me the money!
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Content Marketing programs
are assets with real value that
grows over time.
Need proof . . .
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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
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@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.