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The Content Formula: Calculate the ROI of Content Marketing & Never Waste Money Again by Michael Brenner and Liz Bedor


Michael Brenner is the founder and CEO of Marketing Insider Group.

Michael is also the Head of Strategy for the leading content marketing platform, NewsCred. Previously he held marketing leadership positions at SAP as VP of Global Marketing and Content Strategy and Head of Digital Marketing for SAP Americas.

He was the President and co-founder of leading social news site Business 2 Community and also created SAP’s award-winning Business Innovation thought leadership blog site.

He is also a contributor to leading publications such as Forbes, The Economist, and The Guardian. Michael is a frequent speaker at industry events covering topics such as marketing strategy, social business, content marketing, digital marketing, social media and personal branding.


The Host’s Perspective:

Did you know that, according to eConsultancy, unused and wasted content costs B2B marketers a whopping $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.

Listen to the Interview:


Show Notes:

The Content Formula: Calculate the ROI of Content Marketing and Never Waste Money Again by Michael Brenner and Liz Bedor

Book Website (

Michael’s Website (

Content Inc. by Joe Pulizzi (Marketing Book Podcast interview)

Town Inc. by Andrew Davis

Everybody Writes by Anne Handley (Marketing Book Podcast interview)

The Challenger Customer by Brent Adamson, Matthew Dixon, Pat Spenner, and Nick Toman (Marketing Book Podcast interview)

Michael’s Twitter (@BrennerMichael)

Michael Brenner and Douglas Burdett

Michael Brenner and Douglas Burdett at the MarketingProfs B2B Forum in Boston, Massachusetts

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