Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

How NewsCred does content marketing

4.392 Aufrufe

Veröffentlicht am

Let's face it: content marketing is hard. How should you you structure your team? How often should you create content? How long should it be? How should you distribute and measure it? When should you optimize and do paid promotion? We get these questions (among many, many more) nearly everyday at NewsCred.

Veröffentlicht in: Marketing
  • Yes you are right. There are many research paper writing services available now. But almost services are fake and illegal. Only a genuine service will treat their customer with quality research papers. ⇒ www.HelpWriting.net ⇐
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Hi there! I just wanted to share a list of sites that helped me a lot during my studies: .................................................................................................................................... www.EssayWrite.best - Write an essay .................................................................................................................................... www.LitReview.xyz - Summary of books .................................................................................................................................... www.Coursework.best - Online coursework .................................................................................................................................... www.Dissertations.me - proquest dissertations .................................................................................................................................... www.ReMovie.club - Movies reviews .................................................................................................................................... www.WebSlides.vip - Best powerpoint presentations .................................................................................................................................... www.WritePaper.info - Write a research paper .................................................................................................................................... www.EddyHelp.com - Homework help online .................................................................................................................................... www.MyResumeHelp.net - Professional resume writing service .................................................................................................................................. www.HelpWriting.net - Help with writing any papers ......................................................................................................................................... Save so as not to lose
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Follow the link, new dating source: ❤❤❤ http://bit.ly/2Qu6Caa ❤❤❤
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Dating direct: ❶❶❶ http://bit.ly/2Qu6Caa ❶❶❶
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Thank you!
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier

How NewsCred does content marketing

  1. 1. How NewsCred does content marketing What we learned and where we’re going in 2016 Alexa Biale Brand Marketing Manager Liam Moroney Demand Generation Manager
  2. 2. @newscred | #ThinkContent Content is the core of our marketing strategy. Create content your audience actually wants. Deliver content the way your audience wants it. Content marketing success is all about consistency. Focus on retention just as much as acquisition. 1 2 3 4 5 Agenda
  3. 3. @newscred | #ThinkContent Where we’ve been In 2014 we realized we needed to educate the market and connect with people. So in April 2014 we made huge shifts in our content strategy. And the results showed.
  4. 4. @newscred | #ThinkContent From 2014-2015 we saw… 49% unique visitors increase from increasing our original content production 800% ROI for just one whitepaper (400 leads and 3 opportunities ) And once a client: 41% higher renewal rate, 33% more likely to be upsold, 24% higher MRR than average – equaling to $72M in customer lifetime value
  5. 5. @newscred | #ThinkContent And today… Marketing drives 40% of NewsCred’s revenue on a first touch basis, and influences 100% of deals. Content marketing is our most cost efficient channel. For every $1 we put in, we get $14 out.
  6. 6. @newscred | #ThinkContent Content is the core of our marketing strategy. 1
  7. 7. @newscred | #ThinkContent Marketing is a revenue driver, not a cost center.
  8. 8. @newscred | #ThinkContent Paid vs. Organic Search Traffic Repeat Visitors Social Shares + LikesSocial Followers Organic Search Share of Voice Pageviews Articles Viewed Most marketers focus too narrowly on vanity metrics like “followers” and “views.” = Hard Metric = Soft Metric
  9. 9. But really, they should focus on business goals. Paid vs. Organic Search Traffic Repeat Visitors Paid vs. Unbranded Organic Search Traffic Social Shares + Likes Social Followers Offsite SEO/PR mentions Organic Search Share of Voice Engaged Time On Site Engagement RatePageviews Articles Viewed Important People Competitor Share of Voice Brand awareness and brand health Is your content driving early-stage prospects to you? How do they feel about you? Cost per lead by channel Lifetime Value of customer Customer Growth % of Leads Sourced by CM Customer Retention Content Journeys Subscriptions Site Traffic to NewsCred.com Leads by channel Cost per opportunity Cost per deal Conversions Is your content turning prospects into customers? Retention Is your content driving retention and upsells? = Hard Metric = Soft Metric
  10. 10. @newscred | #ThinkContent Intent Behavioral conversions Action Subscribes Leads Relevance MQLs Opps % pipeline sourced by content marketing ROI Deals Cost/opp (by channel) Cost/deal (by channel) For example, when thinking about conversions, we measure business impact across the entire funnel.
  11. 11. @newscred | #ThinkContent All this requires that you have the right tech stack... - NewsCred Content Marketing Cloud, marketing automation + CRM - UTM parameters on our links - Campaigns for each effort - Track total cost + MQLs - Track conversion down the pipeline through deal and upsell
  12. 12. @newscred | #ThinkContent …so that you can inform the rest of your DG strategy. Leads that have engaged with content are twice as likely to accept a meeting with us. 2X 20The average NewsCred prospect engages with 20 pieces of content before they become a customer: 2 white papers or slideshares 1 webinar 14 newsletters 4 lead nurturing emails 1 event
  13. 13. @newscred | #ThinkContent Create content your audience actually wants. 2
  14. 14. @newscred | #ThinkContent I AM GREAT Your content strategy should sit at the intersection of what your brand stands for and what your audience wants. Your brand purpose What customers want Content marketing
  15. 15. @newscred | #ThinkContent Stop guessing what to write about. Build a framework to make the decision process easy. - Brand pillars - Tone of voice - Buyer personas - Product marketing - SEO analysis - Pageview analysis - Engagement metrics - Audience analysis - Content format analysis Your brand purpose What customers want Content marketing
  16. 16. @newscred | #ThinkContent For example… Tactical stories & best practices i.e. How Fortune 500 companies build global content marketing workflows Data- driven stories: trends & research i.e. Infographic: How Consumers Really Use Snapchat Exclusive interviews and profile pieces with CMOs How Lego builds imaginative content marketing
  17. 17. Voice/style - Piece demonstrates an area of expertise - reader will view NewsCred as the go-to source on this topic - Content is concise yet creative. We don’t add word count just to hear ourselves speak – we try to be as tight in copy as possible, yet demonstrate our creativity - Content aligns with NewsCred brand pillars (irrationally optimistic, rule breaker, compassionate, against mediocrity) Our #1 test: Would I share this with my smartest friend? Format - Piece is backed by data and research - Piece is a profile of an influential leader or visionary that will inspire the reader and change the way they think - Content has been optimized for SEO - Includes actionable takeaways that will impact how the reader behaves after reading Topic/content - Content aligns to one of our 6 topic categories (Management, Inspiration, Industry Leaders, Measurement, Audience, Strategy) - Content is unique, and something that readers could only find on NewsCred - Content has a strong POV and represents an interesting perspective that will spark new thinking @newscred | #ThinkContent
  18. 18. @newscred | #ThinkContent “The Snapchat Story”
  19. 19. @newscred | #ThinkContent
  20. 20. @newscred | #ThinkContent
  21. 21. This story received 20 PR features and over 6K shares! Top media coverage AdWeek/Social Times MarketingProfs Hubspot Business Insider CMO.com Ragan Social Media Today Industry/other Column Five’s Blog Dashburst Visual.ly WebProNews Business2Community Small Biz Trends MarTech Advisor Tech Insider Buzz Plant DIY Marketers Digital Information World Selling Out Creation Agency Blog Social media MarketingProfs (Ann Handley) Tweet 331K followers + 18 RTs / 26 favorites MarketingProfs (Ann Handley) Tweet again 331K followers + 23 RTs / 22 favorites Dashburst Tweet 140K followers @newscred | #ThinkContent
  22. 22. @newscred | #ThinkContent
  23. 23. @newscred | #ThinkContent Deliver content the way your audience wants it. 3
  24. 24. @newscred | #ThinkContent Your highest performing channels might surprise you.
  25. 25. Your highest performing channels might surprise you. Time of send Weekdays are the best days to send, mid- morning the best time Superlatives Phrases like "the best", "X most important", "X essential" and similar phrases clearly grab attention better than more modest language Sharable Content Infographics and other consumables consistently perform at the top end The Ultimate [Something] to [Something] Subject lines that contained 'ultimate' made up 3 of the top 20 performing subject lines, but only works with conservative use What/Why Answering questions that marketers are asking performs strongest Name Recognition Emails that contained posts about brands that would align well with content were very successful, such as Birchbox, BarkBox, Anthony Bourdain, Intel, The Oscars @newscred | #ThinkContent
  26. 26. @newscred | #ThinkContent Webinars are the most effective nurturing tool for bringing blog subscribers further down the funnel. Your highest performing channels might surprise you. 20% of all webinar registrants are new contacts
  27. 27. @newscred | #ThinkContent Structured learning is important, as long as it’s actionable. Offer structured lessons to some degree, while making it easy for people to change paths and preferences at any point. How will we deliver a one-of-a-kind experience? While the tone should be encouraging, the experience should never feel like work. Create a sense of community without relying heavily on participation. Consider ways to bring the offline and online worlds closer – the Academy could promote events and conferences, as well as have rewards to offline events. Provide ways for people to apply learnings after they engage with content. Community is a feeling, not a feature.
  28. 28. @newscred | #ThinkContent
  29. 29. @newscred | #ThinkContent
  30. 30. @newscred | #ThinkContent Content marketing success is all about consistency. 4
  31. 31. @newscred | #ThinkContent NewsCred, 2015 There’s a compounding effect of content. The more we publish, the greater ROI we get. - 100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Pageviews #Articles Articles Viewed Articles Published Pageviews
  32. 32. Content-driven traffic SEM-driven traffic Pros You own the traffic It builds on itself and becomes larger than SEM over time Cons Requires great content to work Lower ROI at the start Traffic Time Time Traffic Pros Faster ROI at the start Predictable costs and volume No reliance on great content-creating talent Cons Much more expensive over time
  33. 33. @newscred | #ThinkContent An always-on content strategy is only possible with a strong process + infrastructure.
  34. 34. @newscred | #ThinkContent Optimize old posts that have high engagement but low(ish) pageviews. Focus on posts that have an SEO pagerank of 4 or 5. Moving these posts to a pagerank of 3 will make a massive difference. Look for posts that get a lot of search traffic but aren’t in your top 50 – 100 posts. Make them better, longer, more valuable. Don’t reinvent the wheel: make your content work harder.
  35. 35. @newscred | #ThinkContent Focus on retention just as much as acquisition. 5
  36. 36. @newscred | #ThinkContent Too many businesses focus on transactional customer value and forget to invest in the experience post-sale. Source: For Entrepreneurs, Startup Killer: The Cost of Customer Acquisition Cost to acquire + retain Revenue
  37. 37. @newscred | #ThinkContent The lifetime revenue of a customer should be 3–5X the cost to acquire and retain them. RevenueCost to acquire + retain Source: For Entrepreneurs, Startup Killer: The Cost of Customer Acquisition
  38. 38. @newscred | #ThinkContent • Inbound marketing • Free trials • Touch-less conversions • Inside sales • Strategic partnerships • Customer referrals • Field sales • Outbound marketing • High churn rates • Low customer satisfaction • Acquiring “bad” customers • Slow/ineffective onboarding • Recurring revenue • Scalable pricing • Cross sell/upsell • Product line expansion What can impact the balance? RevenueCost to acquire + retain Source: For Entrepreneurs, Startup Killer: The Cost of Customer Acquisition
  39. 39. @newscred | #ThinkContent Integration + Implementation Empower customers to ramp up faster, cutting down on your own organization’s investment in time and resources. Training Technical Support Kick Off Go-Live Onboarding timeline
  40. 40. @newscred | #ThinkContent ___ Higher renewal rate 41% ___ More likely to be upsold 33% ___ Higher MRR than average 24% Content marketing directly impacts our customer retention, upsell, and cross-sell value.
  41. 41. @newscred | #ThinkContent Introducing… NewsCred’s #ThinkContent University
  42. 42. @newscred | #ThinkContent Self-paced learning on our customer’s terms.
  43. 43. @newscred | #ThinkContent Customers track progress & pick up where they left off.
  44. 44. @newscred | #ThinkContent Events are an extension of your content strategy. In 2015, NewsCred’s marketing team held 95 events, and our organic and event channels represented 76% of all marketing driven opportunities. #ThinkContent University 15–30 people Hands-on workshops + thought leadership dinners #ThinkContent Tour 150–300 people Local speakers + hands-on discussion groups #ThinkContent Summit 1,000+ people over 2 days Attendees all hand-selected
  45. 45. @newscred | #ThinkContent 2016 #ThinkContent Summit – registration open!
  46. 46. @newscred | #ThinkContent To wrap it all up….
  47. 47. @newscred | #ThinkContent Content is the core of our marketing strategy. Create content your audience actually wants. Deliver content the way your audience wants it. Content marketing success is all about consistency. Focus on retention just as much as acquisition. 1 2 3 4 5
  48. 48. @newscred | #ThinkContent Questions?
  49. 49. @newscred | #ThinkContent Thank you!

×