Q: What’s your best piece of advice for readers looking to improve their marketing?
The biggest mistake marketers make when starting out with content marketing is not defining a clear business objective and then defining the metrics of success. Otherwise, how would you know if the program has worked or not.
We’ve seen that every marketer who sets out with a clear and documented business case, is able to show content marketing ROI.
Q: What was the inspiration for The Content Formula?
We hear the question of content marketing ROI more than any other. So my co-author Liz Bedor and I did a webinar in 2015 to provide very practical tips and calculations to prove content marketing ROI. And we had more than 1,000 people attend and nearly a dozen of them asked us to write the book. So we took it as a sign.
Q: What is the key concept behind your book?
The key concept of the book is that there are very simple calculations for any business to determine the ROI of content marketing. And any marketing program for that matter. It starts with defining the business case or objective. Then you need to find the budget from within EXISTING and under-performing marketing programs. Finally, you need to measure results in true business terms such as leads and revenue. In the book, we provide 10 calculations any business can use to define the ROI.
Q: What do you want readers to take away from your book?
Our hope is that marketers stop hiding behind the old notion that marketing isn’t measurable or that the value marketing provides the business is too hard to demonstrate.
Q: How do you describe yourself professionally?
I help businesses implement content marketing programs to reach, engage and convert new customers.
Q: What are 1-3 books that inspired your work/career?
Q: What is the biggest challenge that you’ve had to overcome?
My biggest challenge was probably that moment when my wife went back to work right after our first baby and I stayed home for a week to take care of her. That first day is one I’ll never forget. Now we have four beautiful, happy, and healthy kids for which I feel very lucky. Those kind of parenting challenges made me realize that a grumpy boss and an angry customer mean nothing compared to a screaming newborn.
Q: What’s something unusual or fun that most people don’t know about you?
I stopped having any fun outside of work and family time once we had our first child. 😉 But I try to build yoga into my daily routine and find that nothing centers my mind and helps me to feel my best.
Q: Is there a piece of content, a social media campaign or a marketing campaign that you worked on that you’re particularly proud of?
I created 99 Facts on The Future of Business for SAP. It was kind of an accident. We built it based on some research we were doing for the CEO. I’m such a fan of Slideshare and thought it would work really well there as a visual asset. Now, more than 400,000 page views later, I think it’s the best piece of content SAP every created.
- Name: Michael Brenner
- Company: Marketing Insider Group
- Blog: http://marketinginsidergroup.com/
- Book(s): The Content Formula
- Facebook: https://www.facebook.com/michael.b.brenner
- Twitter: http://twitter.com/BrennerMichael
- LinkedIn: https://www.linkedin.com/in/michaelbrenner
- Google+: https://plus.google.com/u/0/110241925170552838764
Join fellow marketers at the mega-conference designed to inspire and empower you—Social Media Success World 2017, brought to you by Social Media Examiner.
Discover the best and newest ways to market your business on Facebook, Instagram, LinkedIn, YouTube, Twitter, Pinterest and Snapchat.
The event takes place March 22-24, 2017, in San Diego. Actionable Marketing readers get a special, early registration discount. Act Now And Save!
Learn how to take greater control over your content marketing performance.
Download this new e-book from Content Marketing Institute to get expert advice on which reports you should be tracking, how to make sense of the data they provide, and ways you can apply those insights to take greater control over your content marketing performance.
Now there are two ways to get Heidi Cohen’s Actionable Marketing Guide by Email:
Signup for the weekly Actionable Marketing Newsletter and get a roundup of of the week’s posts, plus extra content you won’t find on the website, plus a free e-book: What Every Blogger Needs to Know – 101 Actionable Blog Tips
Want to check out the newsletter before you subscribe? Visit the Actionable Marketing Guide newsletter archive.
Actionable Marketing Guide publishes new posts from 2 to 5 times each week. You will receive a summary of each new post from “Heidi Cohen”. The email’s subject line will begin “Actionable Marketing Guide” followed by the title of the new post.