An Integrated Approach to Using Content Marketing to Make Everything || Content Marketing Part 7

How can we help those customers use our products more effectively? How can we give them how-tos, instructions for how they will become more loyal and advocate on our behalf. And ultimately, how can we provide physical business value? 

How can we create the decrease of customer service costs, or the decrease of media costs, or the decrease of anything that we're trying to do by offsetting that with revenue? We look at Red Bull, you look at Kraft, you look at some of these companies that are actually drawing revenue from the content that they're creating because it's valuable enough to do so, that's business value. 

An integrated approach to using content marketing to make everything we're doing in marketing better. And that's really it. Is it happening? Of course, it's really happening. As I mentioned, Kraft in Food and Family magazine, providing lines of value all across the business. 

Everything from campaign value, what they've been able to do there is using this content to help them serve programmatic advertising. 

Of course, they're doing digital ad buys, this is a huge piece of what they do for marketing and advertising. They've been able to create a 4x return on that programmatically ad buy, by using the data to target those ads to more people who consume content.

Data ROI. The audience that they're understanding better is actually enabling their brand managers to no longer have to buy external research. Their brand managers now cannot have to buy external research from research companies, because quite frankly, the data that Kraft has on that audience is better than they can actually get on the open market. 

So they can decrease their research costs by understanding their customer more intimately. Customer ROI. The subscription data that they have actually have been able to prove that they can create higher brand loyalty for those that actually consume the online recipes database and the Kraft Food and Family magazine, from those who don't. 

So looking at what subscribers do versus what subscribers don't do, they've been able to show that they convert coupons more, that they stay loyal to the craft brand longer, and they create customer ROI as a portion of that, and business ROI. They're getting revenue from it. They're actually making money from producing Kraft print mag-- Food And Family magazine, that gets in people's doorsteps.

Or how about a B2B company? A B2B company created multiple lines of value by creating an Academy, a university, a differentiated resource center. What did they do? They created campaign ROI. They've looked at their marketing database, and the customers that actually come through and go through that Academy, go through the pipeline two times as fast as a customer who doesn't go through the Academy. So it's actually creating a higher velocity of leads through their pipeline. 

Are they creating data ROI? Absolutely, they are. They're paid media and they're doing mostly Google ad buys. They're creating a 25% effectiveness in those Google ad buys by using the retargeting network to target people who are in or have done the university itself, getting a 25% more targeted, effective click-through and consumption for other kinds of marketing materials, using it to target subscribers to this particular content.