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Produce,Distribute and Measure great Content Marketing

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Produce,Distribute and Measure great Content Marketing

  1. 1. 1. COUNTRY DIAL-IN NUMBER COUNTRY DIAL-IN NUMBER United Kingdom 0800-051-3810 Denmark 8088-7006 Ireland 1-800-947178 Sweden 020-79-7912 Germany 0800-187-3683 Switzerland 0800-894627 France 0800-9-19312 Poland 00-800-112-4312 Italy 800-870552 Portugal 8008-27739 Spain 900-93-7920 Finland 0800-915086 Netherlands 0800-022-3497 Austria 0800-297252 2. Enter Event #: 849 307 710 >>> Password: Areyouin WELCOME TO THE LINKEDIN CONTENT MARKETING WEBINAR
  2. 2. Jon Lombardo LinkedIn Content Marketing Lead Marcus Stoll Newscred Head of EMEA Marketing HOW TO PRODUCE, DISTRIBUTE AND MEASURE GREAT CONTENT MARKETING
  3. 3. AGENDA 1.  Why great content and targeted distribution is essential in modern marketing 2.  The challenges we faced 3.  Our goals and approach 4.  Building our newsroom 5.  The results of our efforts #linkedincontent @newscred
  4. 4. THE SOPHISTICATED MARKETER’S GUIDE TO SPONSORED UPDATES
  5. 5. WHY GREAT CONTENT IS ESSENTIAL IN MODERN MARKETING
  6. 6. Content Matters: 10 Number of pieces of content buyers engage with to research their purchase. -Source: Google, Zero Moment of Truth Study 74%74% Of B2B buyers choose a vendor that’s first to help them with useful content. -Source: Inside Sales 90% Amount of purchase process that buyers complete before making contact with vendor. -Source: Forrester PEOPLE BUY YOUR PERSPECTIVE FIRST AND YOUR PRODUCTS SECOND
  7. 7. Keys to Great Thought-Leading ContentYOU NOW SELL WITH YOUR THOUGHT LEADERSHIP PRO TIP: FOR THE 8 CRITERIA OF THOUGHT LEADERSHIP, CONSULT THE BLOOM GROUP’S BLOG POSTS.
  8. 8. On LinkedIn, Speak to the Professional Mindset “Spend Time” “Invest Time” higher than personal Professional Networks (i.e.: LinkedIn) -Source: The Mindset Divide: Revealing the Emotional Differences Between Personal and Professional Networks LINKEDIN MEMBERS ASK FOR THOUGHT LEADERSHIP FROM BRANDS
  9. 9. WHY SPONSORED UPDATES?
  10. 10. DELIVER NATIVE ADVERTISING IN THE WORLD’S ONLY PROFESSIONAL NEWSFEED
  11. 11. 12 of Europe's Business Elite visit LinkedIn weekly1 46% More business decision makers than comparable business site 2.8X Higher buying power index vs. comparable business and social sites 28% 1Ipsos European Business Elite; “Business Elite” are senior decision makers (senior manager+) in companies with > 150 employees. OUR MEMBERS ARE THE MOST INFLUENTIALAND AFFLUENT ON THE WEB
  12. 12. THREE FEATURES THAT SET SPONSORED UPDATES APART ACCURATE PROFILE-BASED TARGETING PROFESSIONAL MINDSET CREATES A FAVORABLE CONTENT MARKETING ENVIRONMENT FOR BRANDS PREMIUM AUDIENCE AT SCALE
  13. 13. THREE REASONS TO INCLUDE SPONSORED UPDATES IN YOUR MEDIA MIX MOBILE-OPTIMISED ADS AT SCALE USEFUL FOR BRAND BUILDING, CONTENT ENGAGEMENT & LEAD GENERATION PERFORM 3X-5X BETTER THAN TYPICAL DISPLAY ADS
  14. 14. Our Challenges Our Goals and Approach The Results of our Efforts Building our Newsroom
  15. 15. Introducing NewsCred. The most comprehensive content marketing software for the global enterprise.
  16. 16. How can we stand apart in a crowded landscape? #linkedincontent @newscred
  17. 17. Ad campaigns Cost center Brand-led Always-on content Revenue driver We took a different approach. Value-driven
  18. 18. Great content delivers ROI. Source: Hubspot 2014 79% of ‘best-in-class’ B2B marketers rate blogs as the most effective customer acquisition tactic.
  19. 19. Great content delivers ROI. Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less. Source: Hubspot 2014
  20. 20. Great content delivers ROI. 79% of companies that prioritize content marketing report a positive ROI. Source: Hubspot 2014
  21. 21. Our Goals and Approach The Results of our Efforts Building our Newsroom Our Goals and Approach Our Challenges
  22. 22. NewsCred Goals Is our content reaching the right audience? Grow brand awareness with our target audience, measured by growth in social followers, traffic, and social engagement. #linkedincontent @newscred
  23. 23. Is our content reaching the right audience? Grow brand awareness with our target audience, measured by growth in social followers, traffic, and social engagement. Are the right people engaging with our content? Grow number of influencers engaging with our content (people meaningful to our Sales Team). NewsCred Goals #linkedincontent @newscred
  24. 24. Is our content reaching the right audience? Grow brand awareness with our target audience, measured by growth in social followers, traffic, and social engagement. Are the right people engaging with our content? Grow number of influencers engaging with our content (people meaningful to our Sales Team). Is our content converting? Total subscribes to our blog, subscribers that convert to leads, % of people that convert from our blog to our main website. NewsCred Goals #linkedincontent @newscred
  25. 25. Is our content reaching the right audience? Grow brand awareness with our target audience, measured by growth in social followers, traffic, and social engagement. Are the right people engaging with our content? Grow number of influencers engaging with our content (people meaningful to our Sales Team). Is our content converting? Total subscribes to our blog, subscribers that convert to leads, % of people that convert from our blog to our main website. Is our content driving the business forward? How many blog subscribes convert to actual leads and how does this trend over time? What is the conversion rate to opportunity stage and deal? And, for every sales deal and customer, how many (and which) pieces of content influence the customer journey? NewsCred Goals #linkedincontent @newscred
  26. 26. Our Goals and Approach The Results of our Efforts Building our Newsroom and Distribution Building our Newsroom Our Challenges
  27. 27. Content is the connective thread of all marketing.
  28. 28. We built our marketing team with content at the core: -  Managing editor -  Social strategist -  1 designer, 1 front end developer -  8 freelance writers -  Employee contributors #linkedincontent @newscred
  29. 29. Enterprise calendar / Global asset management / Global approvals & workflows / Social listening & governance / Organic & paid distribution We manage everything on a single platform.
  30. 30. Utilize the right mix of content, and scale it. Custom Content Share on-brand stories which are created specifically for your brand. Social Content Leverage snackable content through UGC that engages your target audience. Licensed Content Boost credibility, publishing cadence, and direct traffic with a high-volume of fully-licensed, compliant content. #linkedincontent @newscred
  31. 31. Understand what your audiences really want. Early-stage Searches Middle-stage Brand Searches Search/SocialVolume What is Content Marketing? (10-3000 X) Who is the best Content Marketing provider? (2-10 X) NewsCred Content Marketing software is how awesome? #linkedincontent @newscred
  32. 32. Content for every stage of the buyer’s journey. Top of the Funnel Quality, custom and licensed content focused on helping to answer our customer’s challenges and define the future of content marketing. Often focuses on longtail SEO keywords. Middle of the Funnel High value, original resources created for our Academy. Useful, timely, and also hits on niche topics specific to NewsCred’s offering and solutions. Bottom of the Funnel Custom content converting leads to customers: case studies, product offers, comparison guides, analyst reports, etc. Customer Stage Retaining customers with content specific to their industry and pain points, newsletters, product updates, and tutorials/training Awareness Retain Evaluation Purchase #linkedincontent @newscred
  33. 33. Take design seriously. #linkedincontent @newscred
  34. 34. #linkedincontent @newscred
  35. 35. Our Goals and Approach The Results of our Efforts Building our Newsroom Our Challenges The Results of our Efforts
  36. 36. •  Digestible content: Top 2 posts are infographics. •  The BuzzFeed effect: 4 of top 10 articles had headlines with words like: "top," "best," "most.” •  Know your audience: 35% of top 20 articles have the mention of "content marketing" or "content marketers.” •  Stats matter: 70% of top 10 articles have numbers in the headline. •  Stay familiar: 25% of top 20 articles have a brand name mentioned in the headline - Ello, Vice, BuzzFeed, Nike, and Red Bull. Newsletters are Vital for Identifying Trends and Takeaways #linkedincontent @newscred
  37. 37. Increase your cadence and consistency. 0 2000 4000 6000 Twitter Facebook LinkedIn Aug-14 Jan-14 0 5000 10000 15000 20000 25000 30000 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Twitter Followers Twitter Followers Social interactions
  38. 38. Best Practices: LinkedIn –  Cadence: NewsCred posts 2x per day, 5-7 days per week –  Content: must have content in addition to company updates and recruiting posts > High value content works very well here –  Voice: most authoritative of the three platforms due to demographics #linkedincontent @newscred
  39. 39. Best Practices: LinkedIn QUALITY LinkedIn sponsored stories yields higher quality and value leads than Google Adwords. 60% of leads are MQLs vs 20% coming from Google Adwords. COST LinkedIn Sponsored Updates has a 20% lower cost per name (CPN) generated than native advertising and 75% less CPN than Google Adwords. ROI Every dollar invested in LinkedIn Sponsored Updates yields more than $17 in revenue, almost 6x the ROI of Adwords. REACH Our unsponsored posts now receive 4.2x more views, indicating that we’re extending our brand’s reach and influence and establishing NewsCred as a resource for marketers. #linkedincontent @newscred
  40. 40. Best Practices: Targeted Demand Gen –  Understand the most important people engaging with your brand – who they are, where they work, titles and influence. –  Understand how influencers are engaging with your competitor’s content.
  41. 41. Best Practices: Targeted Demand Gen -  Capture the customers you didn’t even know you had – everyone before “the funnel.” -  Create look-alike audiences or segments to retarget or buy media -  Build your social selling strategy by engaging influencers, important people and prospective buyers on social #linkedincontent @newscred
  42. 42. 1 original and 5 licensed posts/week 5 original and 5 licensed posts/ week ___ Unique visitors increase By Increasing our Content Production Our Traffic Jumped BEFORE AFTERApril 2014 49% #linkedincontent @newscred
  43. 43. 2-5 new articles shared/ week across social channels ~2 new articles and 20 recycled articles shared/ day Our Social Sharing Drove Increases in Reach and Engagement BEFORE AFTERApril 2014 ___ Social traffic jump 60% ___ Social share increase 2.6x #linkedincontent @newscred
  44. 44. 2-5 new articles shared/ week across social channels ~2 new articles and 20 recycled articles shared/ day But How Did This Translate Into Conversions? BEFORE AFTERApril 2014 ___ Blog subscribe increase 30% ___ Of our normal MQL cost 50% 1 original and 5 licensed posts/week & 5 original and 5 licensed posts/ week & #linkedincontent @newscred
  45. 45. High value content plays a huge role as well. These pieces are our best way to turn blog subscribes into more than just an email address. –  On average, one whitepaper drives: 2,000 leads 400 leads (20%) in our target demographic* 3 opportunities –  Including costs around paid distribution, the ROI for one of our whitepapers is nearly 800% That’s about $8 back for every $1 we put in * our target demographic is a Marketing Director or above at a company with $700m+ in annual revenue But it’s not Just About More Blog Articles #linkedincontent @newscred
  46. 46. Our Promotion Strategies •  Sponsored emails •  Sponsored webinars •  Native ads •  Events •  Paid social updates •  Organic social updates •  SEM/SEO •  Direct traffic •  Internal emails (sales + distro) #linkedincontent @newscred
  47. 47. How We Are Tracking ROI •  NewsCred software, marketing automation + CRM •  UTM parameters on our links •  Campaigns for each effort Track total cost + leads #linkedincontent @newscred
  48. 48. How We Are Tracking ROI •  NewsCred, Marketo, Salesforce •  UTM parameters on our links •  Campaigns for each effort Track total cost + leads #linkedincontent @newscred
  49. 49. Measure Everything–From Lead to the Sale Measure revenue •  Deals closed •  Monthly Revenue •  MRR / Customer Track costs •  Cost •  CPL •  CAC Understand value •  Monthly Profit •  Months to break even •  LTV •  LTV/ CAC #linkedincontent @newscred
  50. 50. Leads that have engaged with content are twice as likely to accept a meeting with us. #linkedincontent @newscred
  51. 51. Leads that have engaged with content are twice as likely to accept a meeting with us. …and once they turn into a client #linkedincontent @newscred
  52. 52. Client Engagement w/ Content = Loyalty & Renewals ___ Higher renewal rate 41% ___ More likely to be upsold 33% ___ Higher MRR than average 24% #linkedincontent @newscred
  53. 53. Our content directly influenced over $72M in customer lifetime value in 2014. #linkedincontent @newscred
  54. 54. Want to learn how to apply similar strategies for your brand? #linkedincontent @newscred
  55. 55. Want to learn how to apply similar strategies for your brand? We can help. Our end-to-end software platform is built to help you create content people love. #linkedincontent @newscred
  56. 56. Drive real ROI. Operationalize your content marketing efforts across every channel – all on a single platform. Simplify and scale. Prove business impact by engaging the right people, at the right time and place. We’re defining the future of marketing. Content first. People-focused.
  57. 57. #linkedincontent @newscred
  58. 58. Create NewsCred is the only global enterprise platform for content marketing. Creation & Curation •  Original content network •  5,000 licensed publishers •  Rights cleared UGC content •  Extensive image rights Content Production  •  Long form content creation and editing •  Image editing and brand management •  Global asset management   •  Intelligent content recommendations Global Workflows  •  Content & social calendars •  Enterprise workflows and task management •  Streamlined approval process Governance •  Social listening & engagement •  Legal & compliance approvals •  Campaign & asset permissions •  Brand checklists Distribution •  Fully-integrated content hubs & blog templates •  Social & web publishing •  Paid amplification Analytics •  People, content & social analytics  •  Influencer & competitor analytics •  Audience segments & exporting Services •  Strategic and editorial consulting •  24/7 global support & 10 min response time •  Global implementations & dedicated support Manage Optimize
  59. 59. Q&A

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