How do you as a marketer convince your clients on content marketing investment? How do you
get buy in for your content Marketing services? Well, in today's video, we're going to cover
this from a comprehensive in-depth level, I've even got a formula ready for you that
you can apply and show your clients to prove the worth of content marketing investment
and how to think of it all. This will work for clients in any industry, you simply adjust
the numbers; for example, for some industries, content creation can be more expensive than
other industry, like deep specialty tech content. So, if you're ready, let's about content marketing
and investment and get right into it. Okay, First of all, if you're talking to a
client that is completely new to content marketing and the idea of investing in written content
online, metaphors are a great way to explain new or misunderstood concepts. Here's a terrific
metaphor you can use for content marketing investment and buying. Content marketing is
like a vehicle, think of a brand growth, revenue, results, as the destination and content marketing
is the vehicle that gets you there. Well, if content marketing is the vehicle of choice
content, the creation of consistent amazing brand content is the engine that keeps your
content marketing running and the strategy and planning of that content is also part
of a great engine. You must have content to drive brand growth
and you need consistent content marketing investment to get that content done day in
and day out. If your client or your executive wants to know the payoff of content marketing
and most do, then give them a model for predicting that pay off, help them set their expectations
clearly based on their investment. This is how you literally show them the money; content
marketing institute created this amazing graphic that shows you what content marketing does
for a brand, so content marketing aims to do three things: number one, Bring in those
visitors, build that traffic, number two convert that traffic into high quality leads and the
number three convert those leads into sales or customers.
So, conversions are the foundation of any good content Marketing ROI model, if you can
quantify for sales, you can present the ROI from content marketing investments; to determine
conversions potential here, you're going to need some benchmark numbers, use the basic
formula, here's how it goes. Take the average rate targeted traffic converts to high quality
leads, then take the average rate of those high quality leads become sale. In some rare
cases, you might already have these numbers from your executives or clients, but if not,
there are some studies done that give you data and give you these numbers.
A marketing Sherpa study showed that the average rate of organic traffic to these conversions
is 16%, this was the overall across a wide variety of industries. A HubSpot study show
that the average rate of SEO leads to sales conversions is 14.6%, so, if you don't have
industry standards, these are some that you can use, then all you need are traffic numbers
to plug it into my formulas and I'm about to give you and then determine content marketing
investment ROI, and predict that for your clients or your executive. Okay, so let's
go ahead and do that, let's plug in the formula with the traffic number and see what we get
in terms of sales predicted conversion. Okay, so we're going to go with a low traffic
number here of a 15,400, some sites you could be dealing with a hundred thousand visitors,
which is amazing, but for the sake of a standard here, this is what we'll go with; okay, so
we take that baseline overall traffic and then, we're going to multiply it by that 16%
to get our earn leads per month estimate prediction. So, you're going to take 15470 visitors multiply
it by point .16, which is the average traffic to leads conversion rate that equals 2,475
leads. Next, you're going to take that number you just generated 2,475 multiply it by the
averagely to sale conversation rate, which we got from HubSpot, that's 14%, so multiply
in 2,475 times click 14% and that's going to give you 346 predicted sale.
So, in this formula we have the amount of leads to expect and the amount of sales from
a monthly traffic number. Now, of course, converting clients really depends on how well
the site is built, you cannot expect to convert your clients; if you have a crappy website,
it's a no, so you need to be with client, if their site looks like crap, if they have
a million pop ups, if the conversion pathway isn't clear, it's the products are weak at
best, these are all things that need to be addressed before I can even be predictive.
So, be real about that upfront expectation and what that's based on, that is based on
working products, a great, clean, fast, well-built website and a clear conversion pathway, where
you can tell your lead exactly what to buy, how much it costs and give them tons of value
for the price. Okay, so what about the actual investment
of content and how does that compare to paid advertising? That's a great question, let's
talk about that. A budget for upfront investment in content marketing is always necessary.
So, for example, if you outsource to a content agency like Mine, Express Writers, which has
been running for almost a decade and we've done over 20,000 projects, then you'll likely
pay up to $400 for one awesome piece of content, that's for our authority content level, we
always recommend one piece per week minimum, that's what we do to grow our site traffic,
so a budget for that looks like a little bit more than $1,600 a month, that's $19,500 commitment
annually. Okay, so what will that do for your company
or your client? Let's say we focus on 52 keywords, so that's one unique keyword per week that
we are creating the authority blog around. Now, the data varies, if you go for a lower
competition term, you're going to have to lower such traffic, so this can be quite a
bit, but if you're doing all the stuff right, you're creating high-quality content, you're
focusing on the user and then a central topic or keyword, and you're consistently producing
something amazing that brings in your audience, then each keyword that achieves that top three
position in a Google; well that's an average across the board of 1,500 searches per keyword
per month, of course, this depends on which keywords you go after, that's a market average;
but no matter what the volume, the amount of searches, the click-through rate of those
top three keywords is over 13%, that's incredible. So, let's say two thirds of your 52 pieces
is created per year, rank for their focus keyword, high performing content done right
could bring in a total monthly search volume of $1500, 000, that's 34 keywords multiplied
by the average amount of searches and you have to multiply that by the click through
rate of 13percent, which brings in 6,700 qualifying monthly visitors. If we apply a formula to
this amount of visitors, 16,700 roughly that's a thousand and seventy-two pop ups prospects
and a hundred and fifty sales. If you set up a PPC campaign to achieve this,
you would spend in a month what you spend in a year or organic content, and that money
isn't an investment, you're paying for a click and then your money is gone. With content,
the investment builds and builds over time. HubSpot has shown that in month 12, your leads
and prospects from a piece of content sitting on your site that long for 12 months, can
skyrocket all the way up to 4,800 prospects. Content has even more value over time, just
make sure you update it consistently. If you're looking to learn every skill in content marketing,
building a content strategy, writing content that ranks in the top three of Google, writing
content for every format that pulls in an online audience, because SEO content alone,
won't build a brand; it's all the pieces together to do so.
And with a strategy, look into my ultimate concept hacker training bundle, this is all
my courses put together in one lifetime seat, plus access to me and all the updates I do
to my course over time and all of the students here community. I'm honored to have mentored
over 500 students in content creation, I've been doing this for almost a decade. One of
my favorite things ever is to teach amazing people just like you how to achieve those
real skills that work in today's market of content. Link in the bundle is below here
in this video somewhere, so check that out and consider enrolling if you need the skills.
My Courses will truly get you from A to Z, not really sure not knowing what to do in
content marketing, all the way to knowing and actually creating, because you're doing
that in the courses content marketing that works and as always don't forget to hit that
subscribe button on YouTube. I'll see you around.