- File Size: 27208 KB
- Print Length: 104 pages
- Simultaneous Device Usage: Unlimited
- Publisher: Marketing Insider Group; 1 edition (November 27, 2015)
- Publication Date: November 27, 2015
- Sold by: Amazon Digital Services LLC
- Language: English
- ASIN: B018O92L5U
- Text-to-Speech: Not enabled
- Word Wise: Not Enabled
- Lending: Enabled
- Amazon Best Sellers Rank: #506,414 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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The Content Formula: Calculate the ROI of Content Marketing and Never Waste Money Again Kindle Edition
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To give a sense of the book's efficiency, it's well under 100 pages of text, but manages to show, step-by-step, how to compute at least 15 highly relevant metrics. I note that the below excludes the computation of cost of unused content which appears in the chapter on making the business case for content marketing, but the coverage extends to:
A. Brand Awareness (three metrics)
B. Brand Health
i. Engagement Metrics (five metrics)
ii. Audience Growth Metrics (three metrics)
C. Conversions (three core metrics)
Throughout, the authors drop in :"pulse checks" so you can make sure you're comfortable with the material presented thus far. Each metric has a real-world example. Incredibly helpfully, the authors also provide a terrific package of cheat sheets and worksheets.
Of course, at work, you're not going to be doing these computations by hand. But coming from the finance world and with valuation having been central to my career, I want to re-emphasize that the real learning is in mastering the drivers of value. It's not something most folks take the time to do, frankly and IMHO, particularly if you're with an agency, having a mastery of the metrics makes for very, very good business.
Thanks to both of the authors!
Did you know that, according to eConsultancy, unused and wasted content costs B2B marketers a staggering $50 billion a year? If you’re interested in NOT being part of that statistic, you’re going to want to read this book and keep it handy.
The book is a step by step guide for marketers, and is divided into three parts: how to build the business case for content marketing, how to find the budget to establish a new content marketing program, and how to measure content marketing success in business terms that the boss understands.
While the authors warn you that there is some math involved, we’re not talking calculus here. It’s addition, subtraction, multiplication and division. The only possible challenge is that you’re going to need to get the numbers from other parts of your organization. And if you’re a marketer with aspirations of a promotion or a marketing career, you need to have these numbers anyway. Once you have them, the authors include an action plan in 10 steps and with 10 calculations to help you identify your own Content Formula.
And, to listen to an interview with Michael Brenner about "The Content Formula," visit MarketingBookPodcast.com
• Whether or not your content marketing is costing you money or making you money.
• You’re unable to gauge whether your content marketing efforts are earning you more, or less, than your traditional media advertising.
• Worse, since you don’t know which of your content marketing efforts are earning the highest return on investment, it's impossible to focus your resources on your winners instead of your losers.
The Content Formula: Calculate the ROI of Content Marketing & Never Waste Money Again by Michael Brenner and Liz Bedor takes the mystery out of what has been one of the biggest challenges facing content marketers...or, at least, those who don't have fancy accounting degrees or MBAs.
It’s a slim, highly-readable combination book and workbook that introduces you to the metrics you need to pay attention to. It's a book in the sense it explains the metrics you need to pay attention to, and it's a workbook in that it provides formulas and (in the print version) space for you to apply its lessons to your firm.
The Content Formula reads like a story because it’s a case study told from an insider’s point of view. In 2011, tells how Michael Brenner, Vice President of Global Marketing and Content Strategy for technology giant SAP was challenged in 2011 by Bill McDermott, (SAP's Co-CEO), to change how the global brand communicated with its customers and prospects.
Responding to the Co-CEO’s challenge, Michael and his team created a 3-step program that can also be applied to small and mid-sized businesses of all types. The Content Formula shares the same 3 challenges that firms of all sizes face when evaluating the effectiveness of their content marketing:
• Part One: Build the Business Case
• Part Two: Find the Budget
• Part Three: Measure the Business Case.
Part Three is the most detailed, addressing topics like calculating Brand Awareness, Brand Health, and Conversions. After brief explanations of the why’s of importance of the measurements, each metric is accompanied by a simple formula you can use to enter the results of your research.
There are Content Formula Cheat Sheets which concisely review the calculations and help better understand the resulting information.
The Content Formula is published by the Marketing Insider Group, Michael Brenner’s high-profile consulting and training firm that works with clients around the world. It provides a variety of content development and services in addition to publishing the Marketing Insider Group Blog covering key areas of change. Michael Brenner and Lisa Bedor are well-known keynote speakers, analysts, and thought leaders.
Content marketing is becoming more and more critical to a firm’s health as well as more and more metrics-driven. The Content Formula is to delve deeper into a topic that is not only essential, but has never been shared so clearly in less than 110 pages. I've been applying its lessons to my business, and sharing its lessons with my clients, since receiving an advance copy from the authors.
So, bring along a copy the next time you’re flying from Denver to Chicago, or Chicago to Seattle. Upon your return, you’ll have a new perspective on your content marketing.