Neil Barlow, Enterprise B2B Sales Director, NewsCred, on demonstrating the impact content marketing can have on your business’ growth and success.

1. Demonstrating the impact
content marketing can
have on your business’ growth
and success
Neil Barlow | Enterprise B2B Sales Director, NewsCred
CLIENT STORIES:

2. Agenda
What is NewsCred
Panasonic Client Story (B2B)
Rue La La Client Story (B2C)
1
2
3

3. The Goal is Not To
Be Good at Content.
The Goal is To Be Good at
Business Using Content.

4. Improve Brand Equity
01

5. Increase Marketing Influenced Revenue
02

6. Your Complete Solution for Enterprise Content Marketing
EXPERTISETECHNOLOGY CONTENT

7. Key Elements of a Successful Content Program
What are your marketing objectives?
What research do you have about what content your
customers want? Does your content meet their needs?
How will you use content to align your business objectives
with the customer insights?
What ideas for content do you have and who will create or
repurpose it?
How will we connect our content with the right audience at the right time?
How do we use performance data to optimize our activity?
Always
Continue
to Test &
Learn!
DEFINE
INSIGHT
PLAN
CREATE
DISTRIBUTE
MEASURE +
OPTIMIZE

8. SPOTLIGHT
ON PANASONIC
TOUGHBOOK

9. Improve Brand Equity
• Increase brand relevancy by answering the
questions their prospects and customers
have throughout the customer journey
• Increase thought leadership to
demonstrate Panasonic’s understanding of
the industry in order to positively
differentiate the Panasonic brand
Increase Marketing Influenced Revenue
• Prevent lead erosion
• Increase MQLs and SQLs
• Increase total email subscribes
DEFINE

10. Key Elements of a Successful Content Program
Target Audiences
Field Workers: Panasonic provide purpose-built mobility solutions, not COT devices, to enable
them to do their jobs more efficiently.
IT Support: Panasonic delivers exceptional reliability and support service, eliminating strain on
the IT team, so they can shift their focus from break/fix issues to using technology for strategic
growth.
CFO: Panasonic’s mobility solutions and associated service offerings deliver a high ROI and low
total cost of ownership, ensuring investments deliver value.
Industry Focuses
Field Services: Utilities, Energy and Oil & Gas
Transportation, Logistics & Supply Chain Management
Insurance and Financial Services
INSIGHT

11. 45 percent of decision-makers and 48
percent of C-suite executives said that a
company’s thought leadership directly led
them to award business to that firm
Edelman-Linkedin Research Study
INSIGHT

12. The Customer Journey
Attract the right audience:
How do we bring the right people to our site?
Keeping your audience:
How do we capture this engaged audience to
bring them into our ecosystem
Moving them to a desired action:
How to we ensure our captured audience
moves through the funnel to become MQLs
A TTRACT
CAPTU RE
CONV ERT
PLAN

13. CREATE

14. CONTENT
DEMAND
GENERATION
WEBSITE
PAID
ADVERTISING
EMPLOYEE
ADVOCACY
SALES
ENABLEMENT
EARNED
MEDIA
SEOSOCIAL
MARKETING
DISTRIBUTE

15. Indicators of Success MEASURE +
OPTIMIZE
Attract the right audience:
Pageviews, TTR, attention time, new vs.
returning visitors, earned media pick-up
Keeping your audience:
Newsletter subscriptions, % of returning visitors
Moving them to a desired action:
MQLs attributed to content, SQL, sales
pipeline, revenue and deals influenced
A TTRACT
CAPTU RE
CONV ERT

16. SPOTLIGHT ON:

17. Improve Brand Equity
• Improve brand loyalty amongst an audience
simply looking for the biggest discount
• Re-inforce the brand as a style authority and
build trust in Rue’s expertise
• Increase social followers
• Engage existing readers by enriching their
experience with relevant content
Increase Marketing Influenced Revenue
• Grow cookie pool and email lists
• Drive engaged users to the boutique to buy
DEFINE

18. Rue La La’s Hypothesis
The Time Economy
In the digital economy the limiting factor is not money – the limiting factor is time and
attention.
At Rue La La, the question of time comes down to the 4 hour window between 11 am and 3 pm
- the time when the day’s curated, “boutique,” opens and the 48 hour life span of a sale begins.
The challenge is to create reasons for customers to visit the site or check the app during the
other 20 hours of a day.
INSIGHT
We’re fixated on getting customers’ attention. I want to capture more of those time
slices you have each day. If we inspire you, if we get you interested, you will buy
Rue La La, CEO

19. By increasing time on site by 16%, conversion
rates ramp up 10%. Pages per session also
correlated solidly with revenue growth.
The E-Commerce Benchmark KPI Study 2017
INSIGHT

20. The Customer Journey
Attract the right audience:
How do we bring the right people to our site?
Keeping your audience:
How do we capture this engaged audience to
bring them into our ecosystem
Moving them to a desired action:
How to we ensure our captured audience
moves to e-commerce sales
A TTRACT
CAPTU RE
CONV ERT
PLAN

21. CREATE

22. CONTENT
DEMAND
GENERATION
WEBSITE
PAID
ADVERTISING
EMPLOYEE
ADVOCACY
INFLUENCER
MARKETING
EARNED
MEDIA
SEO
SOCIAL
MARKETING
DISTRIBUTE

23. Indicators of Success MEASURE +
OPTIMIZE
Attract the right audience:
Pageviews, total time reading, attention time,
new vs. returning visitors
Keeping your audience:
Social following (Facebook, Twitter, Pinterest,
Instagram), email subscribers, app downloads
Moving them to a desired action:
Conversions to the .com, AOV from content
A TTRACT
CAPTU RE
CONV ERT

24. Key Elements of a Successful Content Program
What are your marketing objectives?
What research do you have about what content your
customers want? Does your content meet their needs?
How will you use content to align your business objectives
with the customer insights?
What ideas for content do you have and who will create or
repurpose it?
How will we connect our content with the right audience at the right time?
How do we use performance data to optimize our activity?
DEFINE
INSIGHT
PLAN
CREATE
DISTRIBUTE
MEASURE +
OPTIMIZE
Always
Continue
to Test &
Learn!

25. ATTRACT CAPTURE CONVERT
Top Performing Sources Newsletter Sign-Ups MQLs Generated
Pageviews Returning Visitors Opportunities Influenced
Top Performing Content Returning Traffic Sources Revenue Influenced
Unique Visitors Social Following Cost per Acquisition
Engagement Rate Gated Downloads Deal Acceleration
Attention Time
Bounce Rate
Unbranded Search Traffic
# of Backlinks
New vs. Returning
What people in B2B should be measuring

26. ATTRACT CAPTURE CONVERT
Top Performing Sources Newsletter Sign-Ups Revenue Influenced
Pageviews Social Following Average Order Value
Top Performing Content Returning Visitors Order Frequency
Unique Visitors Returning Traffic Sources Coupon Download/Usage
Engagement Rate Form Submissions Customer/Friend Referral
Attention Time App Downloads Cost per Acquisition
Unbranded Search Traffic
Bounce Rate
# of Backlinks
New vs. Returning
What people in B2C should be measuring

27. Questions?
Interested in a copy of this presentation?

28. Thank you