The document outlines the challenges, costs and processes involved in content marketing. It discusses benchmark budgets for content marketing, which range from 1-25% of total marketing budgets. Building an effective content marketing program requires multiple roles including strategists, writers, designers, and technical experts. It also requires tools for areas like marketing automation, content creation and management, social media, and analytics. The document provides examples to help justify the budget for content marketing programs by showing how improved performance metrics can reduce costs per lead and customer acquisition.
32. RESPONDERS
LEADS
SALES-READY LEADS
QUALIFIED
LEADS
Inbound Marketing
Data Insights and Analytics
Direct Response
Content
Content
Content
Lead Nurturing
Advanced Email Marketing / Marketing Automation
Social Media
Blogs
SEO
White Papers
Webinars
Direct Mail
Paid Social
Email
Radio and TV
Display
Print
33. RESPONDERS
LEADS
SALES-READY LEADS
QUALIFIED
LEADS
Inbound Marketing
Data Insights and Analytics
Direct Response
Content
Content
Content
Lead Nurturing
Advanced Email Marketing / Marketing Automation
Social Media
Blogs
SEO
White Papers
Webinars
Direct Mail
Paid Social
Email
Radio and TV
Display
Print
No more than 20% of your
audience is ready to buy on
initial response
53. 53
Content Marketing Ecosystem
Marketing System Component Expertise
•Software costs = $35,000 per yProejeact rM anager
(average)
•Four total FTEs
‣Average salary cost of $50,000 per
Promotion Plan - Paid and Organic
person
‣25% on top of that for benefits
Content - Strategy + Execution
Technology - Marketing Automation SAAS and
CRM integration
developer
designer
media planner/buyer
writer
designer
Lead Management - Lead Scoring, Workflows,
Landing Pages/TY pages, CTAs, Email writer
social media mgr
developer
Optimize - Analytics and Strategy
strategist
strategist
54. 54
Content Marketing Ecosystem
Marketing System Component Expertise
•Software costs = $35,000 per yProejeact rM anager
(average)
•Four total FTEs
‣Average salary cost of $50,000 per
Promotion Plan - Paid and Organic
person
‣25% on top of that for benefits
Content - Strategy + Execution
Technology - Marketing Automation SAAS and
CRM integration
developer
designer
media planner/buyer
writer
designer
Lead Management - Lead Scoring, Workflows,
Landing Pages/TY pages, CTAs, Email writer
social media mgr
developer
Optimize - Analytics and Strategy
strategist
strategist
$285,000 minimum