ROI. Content Marketing. Why content marketing can become your most productive channel. Per dollar, content marketing produces 3 times more leads

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1 created by Tweet #contentroi in partnership with Content Marketing ROI Per dollar, content marketing produces 3 times more leads YEAR 1 YEAR 2 YEAR 3 BLOG POST PODCAST VIDEO INTERVIEW ARTICLE ANNOUNCEMENT INFOGRAPHIC WHITEPAPER EBOOK Why content marketing can become your most productive channel The soft benefits of content marketing are obvious: public trust, more engaged prospects, happier clients. But what about the hard benefits. What about ROI? Content Marketing ROI is the first study to address the fundamental questions: How much does content marketing cost and is it a better financial investment than other marketing strategies? The answer is, Yes. The ebook explains why. continue reading

2 TABLE OF CONTENTS Introduction The New Rules of Marketing This Study Content Marketing Analysis Content Marketing Operation Content Plan Content Organization: Managing Editor, Organizational Listeners, Internal Contributors, External Contributors, VP, Marketing, Revised Content Plan Content Marketing Costs Content Marketing Benefits Comparison Content Marketing Summary: 24 Months Paid Search Summary: 24 Months Benchmark: Paid Search Marketing Conclusions Content Marketing ROI Measures Up Content Marketing is Not a Campaign Content Marketing Must Be Managed as a Business Process

3 Want to get skip ahead to the ROI calculations? THE ICONOGRAPHY USED IN THIS EBOOK BLOG POST PODCAST VIDEO INTERVIEW ARTICLE ANNOUNCEMENT INFOGRAPHIC WHITEPAPER EBOOK MID-SIZED BUSINESSES LARGER-SIZED BUSINESSES LEAD

4 INTRODUCTION The New Marketing Rulebook The rules of marketing have changed. that online display ads have a click through rate of less than one-tenth of one percent. Ad Overload: Real Information is Elsewhere: The Consumer is in Control: So what can marketers do?

5 This Study Content publishers by industry Tech Consumer Goods Retail / ecommerce Financial Manufacturing Services Content Publishers by revenue 23 GREATER THAN $1B 12 $100M - $1B 15 LESS THAN $100M

6 CONTENT MARKETING ANALYSIS Content Marketing Operation CONTENT PLAN blog post interview podcast article 5 per week S M T W T F S handheld video media announcement 1 per month infographic whitepaper ebook professional video

7 CONTENT ORGANIZATION Managing Editor Community Manager Internal Contributors External Contributors

8 REVISED CONTENT PLAN M T W T F CURATION CURATION CURATION CURATION MAJOR PIECE CURATION POST

9 Content Marketing Costs operation. They are summarized in the following two tables, one for mid-sized businesses and one for larger organizations. CONTENT PLAN Content Marketing Costs: Mid-Sized PERSONNEL Managing Editor CONTENT Blog Post Costs Premium Content Costs TOOLS Software & Hosting Total Expenses monthly $6,667 $1290 $2,500 $1,500 $11,957 Content Marketing Costs: Larger-Sized PERSONNEL Chief Content Officer Managing Editor CONTENT Blog Post Costs Premium Content Costs TOOLS Software & Hosting Total Expenses monthly $16,667 $8,333 $1720 $3,500 $2,500 $32,720

10 mid-sized businesses Fully loaded costs $80,000/yr $150/post $2,500 /premium content larger-sized businesses Fully loaded costs $100,000/yr Fully loaded costs $200,000/yr $200/post $3,500 /premium content Total expenses for the content marketing operation Monthly Recurring mid-sized larger-sized $11,957 $32,720

11 Content Marketing Benefits quality SITE VISITS PER MONTH 100,000 75,000 larger-sized mid-sized 50,000 25,000 Month The chart above shows the traffic calculated for the two classes of operations in this study. Over time, the greater resources invested in the larger operation yields stronger results. $25,000 $20,000 $15,000 $10,000 larger-sized mid-sized $5,000 Month $500

12 100,000 larger-sized 75,000 mid-sized 50,000 25,000 Month COST PER LEAD $25,000 $20,000 $15,000 $10,000 larger-sized mid-sized $5,000 Month $500 $375 In first 5 months costs/lead drop 80% The long-term yield of content marketing is illustrated in the chart above, which shows the cumulative cost per lead over the 24 months, or how much has been spent divided by how many leads have been generated over time. $250 $125 Month

13 COMPARISON Content Marketing to Paid Search CONTENT MARKETING SUMMARY PAID SEARCH SUMMARY

14 Cost per lead: 24 months $125 mid-sized larger-sized paid search $109/ expenses: $437,376 leads: 4,032 paid search $108/ expenses: $1,452,984 leads: 13,488 $100 Content marketing costs 31% less than paid search Content marketing costs 41% less than paid search content marketing $75 $75/ expenses: $312,560 leads: 4,172 content marketing $64/ expenses: $869,060 leads: 13,569 $50

15 BENCHMARK: PAID SEARCH MARKETING What is the cost per click? Cost per click across several segments derived from Google s Traffic Estimator tool life insurance $16.59 divorce laywer $10.88 chicago physical therapy $4.17 dallas real estate $2.50 running shoes $1.86 baseball cards $0.82 diabetes medicine $4.74 trucking services $2.42 $4.22 average cost per click passport services $3.58 tax advisors $2.69 mexico vacation $2.14 dvd player $1.27 quilting supplies $1.22 an average cost per lead of $109 / $108.

16 CONCLUSIONS Content Marketing ROI Measures Up Many Factors: Content Expense Conversion Rates Keyword Prices

17 Content Marketing is Not a Campaign becoming owning The graph below compares the cumulative number of leads generated per $1000 spent from the study s content marketing operation (large organization) and its paid search campaign: 36 Once you ve built your audience, your ROI goes up since you no longer have to pay rent to the media 31 leads /$1, CONTENT MARKETING Month 9 leads /$1,000 PAID SEARCH

18 Content Marketing Must Be Managed as a Business Process ABOUT THE AUTHORS About Kapost About Eloqua About Eloqua & Kapost

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