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How To Drive Conversions with Content Marketing - NewsCred
- 1. Driving Conversions with Content Marketing
- 2. That’s me
- 3. The customer journey is nothing more than a series of questions that need to be answered @RealHunterChase | @NewsCred
- 4. Driving Conversions with Content Marketing @RealHunterChase | @NewsCred
- 5. Content Marketing at its core: 1. Give the people what they want 2. Drive to a meaningful action
- 6. *Trackmaven, 2016, based on an analysis of 22,957 brands, 50 million pieces of content. Last year, the output of content per brand increased 35% per channel, but content engagement decreased by 17%.
- 7. Content Marketing is entering an Era of Refinement
- 8. @RealHunterChase | @NewsCred Customer Centric Deeper Relationships Garner Loyalty Client First
- 9. We need to put the customer first @RealHunterChase | @NewsCred
- 10. INSIGHTS Smarter not harder QUALITY Must be valuable and engaging ROI Metrics driving business results Content Marketing is evolving:
- 11. Pageviews Engagement Conversion The Evolution of Content Marketing Then Now
- 12. Let’s look at this strategically @RealHunterChase | @NewsCred
- 13. Documented content marketing strategy Clearly identified content marketing goals and KPIs Developed content pillars and personas Distribution strategy, budget and channel identification Tech stack and team outlining STRATEGY Active distribution of content through paid and owned channels Monitoring, targeting, and improving traffic metrics Baseline setting and traffic goal development Channel monitoring and optimization TRAFFIC Deeper look at traffic metrics to ensure that traffic is high-quality Focusing on qualitative metrics - engagement rate, bounce, time on site, depth of visit, Optimization of channels and site layout ENGAGEMENT Measurable behavioral actions taken that leads towards high-value business KPIs Range from clicks on CTAs, visits to corporate site, to lead generation and file download conversion ACTION Closing the loop by connecting actions to internal metrics that are revenue connected. Working with existing CRMs and KPIs to drive attribution from content to revenue MONETIZATION Components of a Successful Content Marketing Strategy CONTENT STRATEGY
- 14. Content Marketing at its core: 1. Give the people what they want 2. Drive to a meaningful action
- 15. How do I give the people what they want? @RealHunterChase | @NewsCred
- 16. • Increase Brand Awareness • Support Multiple Businesses and Consumer Segments
- 17. FIRST REPUBLIC How do we become client centric? Real Client
- 18. It doesn't get more client centric than putting a client front and center. @RealHunterChase | @NewsCred
- 19. Stravity, 2016 87% of consumers are loyal to a brand if they interact with them daily The More People Interact With Your Brand, the More Loyal They are 64% of consumers are loyal to a brand if they interact with them weekly 49% of consumers are loyal to a brand if they interact with them monthly
- 20. FIRST REPUBLIC How to Use Content for Distribution
- 21. FIRST REPUBLIC Give the People What They Want Real Insights
- 22. FIRST REPUBLIC How to Use Site Structure to Drive Action Real Value
- 23. Mission Statement Content Pillars FIRST REPUBLIC How to Use Site Structure to Drive Action
- 24. Lets look closer at “Plan Your Legacy” @RealHunterChase | @NewsCred
- 25. FIRST REPUBLIC How to Create an Ecosystem of Content
- 26. CONCEPTION DISTIBTUONEXECUTION • Performance analytics drove us to topic • Built strategy and business case for creating this specific ecosystem around gifting • Facilitated interests of multiple LOBs and teams • Worked with creative services, corporate marketing, internal stakeholders for Product lines (LOB specialists), and Private wealth management, thought leaders and SMEs from separate parts of the business to create final product • Worked with teams and agency partners to distribute on social, email, print and into current customers • Real time measurement of content performance across STEAM model CUSTOMIZATION • Leverage analysis of content performance to create customization plan of “little rocks” • Pieces will be customized for LOBs as well as for main site MEASUREMENT DISTRIBUTE ON CHANNELS CUSTOMIZE FOR LOBEMAIL SOCIAL COPY BLOG POST INFOGRAPHIC RETAIL BANK PRIVATE WEALTH FIRST REPUBLIC How to Create an Ecosystem of Content FAMILY GIFTING ARTICLE
- 27. FIRST REPUBLIC Frequency of Interaction Builds Trust and Loyalty
- 28. The goal is not to be good at content @RealHunterChase | @NewsCred
- 29. The goal is to be good at business by using content @RealHunterChase | @NewsCred
- 30. How do I generate leads through content? @RealHunterChase | @NewsCred
- 31. • Drive small business leads • Reduce the cost per lead
- 32. CASE STUDY The Hartford, Small Business
- 33. THE HARTFORD How to Use Content to Drive Leads Real Value
- 34. THE HARTFORD How to Use Content to Drive Leads Clear Value
- 35. THE HARTFORD How to Use Content to Drive Leads
- 36. THE HARTFORD How to Use Content to Drive Leads
- 37. How Can We Measure ROI Through Email? @RealHunterChase | @NewsCred
- 42. How do we use email to engage our customers and drive revenue? ADDITIONAL PRODUCTS ADDED INCREASED ENGAGEMENT INCREASE IN 401K CONTRIBUTIONS PREVIOUSLY INACTIVE PARTICIPANTS CASE STUDY +30% +34%1/7 +73%
- 43. TAKEAWAY Advice to take back to the office
- 44. Companies that publish content daily see 3x more traffic than those that publish once/week @RealHunterChase | @NewsCred
- 45. If you publish content consistently, you will generate more traffic. Anonymized NewsCred client data of a Fortune 200 company, 2015 #ARTICLES 0 150 300 450 600 PAGEVIEWS 0 125000 250000 375000 500000 Sept 18 Oct 18 Nov 18 Dec 18 Jan 19 Feb 19 Mar 19 Apr 19 May 19 Jun 19 Pageviews Articles Viewed Articles Published
- 46. Anonymized NewsCred client data of a Fortune 200 company, 2015 #ARTICLES 0 150 300 450 600 PAGEVIEWS 0 125000 250000 375000 500000 Sept 18 Oct 18 Nov 18 Dec 18 Jan 19 Feb 19 Mar 19 Apr 19 May 19 Jun 19 Pageviews Articles Viewed Articles Published If you publish content consistently, you will generate more traffic.
- 47. Anonymized NewsCred client data of a Fortune 200 company, 2015 #ARTICLES 0 150 300 450 600 PAGEVIEWS 0 125000 250000 375000 500000 Sept 18 Oct 18 Nov 18 Dec 18 Jan 19 Feb 19 Mar 19 Apr 19 May 19 Jun 19 Pageviews Articles Viewed Articles Published If you publish content consistently, you will generate more traffic.
- 48. Advice to take back to the office But all this traffic and engagement mean nothing. Until you get meaningful action.
- 49. Advice to take back to the officeSo how can we measure that?
- 50. New visitors to Insights content from all channels Goal is to move this channel to subscribe or sign-up to Insights directly Newsletter Subscriber + Upsell Opportunity Receives newsletter as normal, but also gets entered into stream to upsell to Insights Scorable Lead Contains enough data to be scored by Everstring MQL Scored by Everstring as A rated lead Opps Revenue Connected 2% 8% 15% 15% PAGEVIEWS SUBSCRIPTIONS LEADS MQL OPP We can now measure our content journey from pageviews all the way to opp CONTENT ROI
- 51. STAGE CONTROL 4X 8X Pageviews 100,000 400,000 800,000 Subscribers 2,000 8,000 16,000 Leads 400 1600 3,200 MQLs 40 160 320 Meetings 5 20 40 Opps 1 4 8 Deal Value $235,000 $550,000 $2,900,000 CONTENT ROI How to Build a Formula to Measure Content Marketing ROI
- 52. So what does NewsCred do? @RealHunterChase | @NewsCred
- 53. Global Enterprise Market Leader 200+ ENTERPRISE CUSTOMERS
- 54. NewsCred Provides a Holistic Solution EXPERTISE Industry experts provide advisory services and content strategy CONTENT Premium content marketplace, enabling brands to scale across channels, teams, and markets. TECHNOLOGY Market-leading software platform that helps drive greater efficiency, brand awareness, and revenue. OVERVIEW
- 55. Questions? EXPERTISE Industry experts provide advisory services and content strategy CONTENT Premium content marketplace, enabling brands to scale across channels, teams, and markets. TECHNOLOGY Market-leading software platform that helps drive greater efficiency, brand awareness, and revenue. THANK YOU
- 57. How NewsCred drives leads with content through email
- 58. CASE STUDY NewsCred Insights 3xConversion Rate Visitors from the newsletter convert into high-value goals for NewsCred at 3x the average site conversion rate.
- 59. So how do we get people to sign up for our newsletter?
- 60. CASE STUDY NewsCred Insights How NewsCred Does Content Marketing
- 61. CASE STUDY 50% Page Scroll Triggers a Pop-Up Lightbox NewsCred Insights
- 62. CASE STUDY 50% Page Scroll Triggers a Pop-Up Lightbox NewsCred Insights
- 63. Of all Subscriptions 70% CASE STUDY Lightbox outperforms all other CTA placements by 10x NewsCred Insights
- 64. CASE STUDY Visitors from the newsletter convert into high-value goals for NewsCred at 3x the average site conversion rate. NewsCred Insights 3xConversion Rate