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How NewsCred does content marketing

How NewsCred does content marketing

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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.

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.

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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!

Notas do Editor

  • INTRO – recap of 2015

    Business case – LIAM
    Content strategy + creation – ALEXA
    Distribution – ALEXA/LIAM
    Measurement – LIAM
  • Behind every tweet, like share there’s a person like you and me.
  • This is of course keeping in mind our marketing KPIs and how they ladder up to our company OKRs.
  • LIAM STARTS

    1. Marketing is a revenue driver, not a cost center.
  • Most marketers focus on vanity metrics like pageviews, shares, traffic.
    While these things are important, they don’t tie to the KPIs that your CMO or CEO actually cares about.
  • While you all know that Revenue is what you ultimately need to prove, the big question is: How do you work backwards to get there?

    At NewsCred, we’ve built a simple framework that enables us to measure the right things, consistently, and figure out if our efforts are working.
    1- brand awareness and brand health
    2 – conversions
    3- retention

    Then, we go one step deeper and look at the metrics associated with each of those bigger business goals. The trick is to ladder up to KPIs, not stop at the metrics themselves
  • For example,

    When we think about conversions – one big KPI that helps us prove our revenue impact – we look at conversions across the entire sales funnel.

    Starting from intent – are people taking actions that are a leading indicator of their interest in NewsCred?
    i.e. going from Insights to NewsCred.com or vice versa
    i.e. repeatedly downloading or engaging with our content over time

    Action
    We don’t count newsletter subscritpions as leads. Instead, we require that subscribers have to fill out one additional form with more information on who they are. This enables us to ensure our leads have more engaged interest

    Relevance
    MQL – do these people matter to our sales team?
    How does our content marketing channel compare to our other channels? Whether it’s events, adwords, sales outbound, referrals, etc?

    ROI
    Next we look at the number of deals and compare cost per opportunity and deal against our other channels. The trick is to measure content marketing effectiveness against your other marketing channels and how it’s growing and improving over time.
  • This kind of analysis wouldn’t be possible without the right marketing tech infrastructure. All our data is connected / integrated between our content marketing software (newscred, duh), Marketo and Salesforce.

    This enables us to understand how content impacts deals and how channels impact deals too. It also enables us to bring in cost information too

  • Having 1) the right tech infrastructure and 2) the right framework to measure ROI enables us to get some pretty cool insights.

    For example…
    2x…….
    20 pieces of content….

    And we can do a lot with this information: for example, knowing that the average NewsCred customer engages with 20 pieces of content, enables us to figure out what content helps convert people at each stage of the funnel.
  • ALEXA TAKES OVER
  • BEGINNER:
    Content marketing is all about the value exchange between your brand and your audience. The content you develop should align your brand’s purpose to your audience interests. This usually means being able to talk about a variety of topics that surround your brand or industry [insert an example.]

    NewsCred customer examples include:
    ConAgra sharing recipes that just happen to include ConAgra products
    MorningStar sharing articles written by experts on the benefits of healthy lifestyle habits
    Hartford delivering advice in the form of articles relevant to each of the 7 industries they focus on

    ADVANCED:
    Your brand already produces content. But do you know what to talk about? Can you tell if your existing content is resonating or not? Brands who already understand content marketing should be focused on answering how could my content be better?
  • BEGINNER:
    Content marketing is all about the value exchange between your brand and your audience. The content you develop should align your brand’s purpose to your audience interests. This usually means being able to talk about a variety of topics that surround your brand or industry [insert an example.]

    NewsCred customer examples include:
    ConAgra sharing recipes that just happen to include ConAgra products
    MorningStar sharing articles written by experts on the benefits of healthy lifestyle habits
    Hartford delivering advice in the form of articles relevant to each of the 7 industries they focus on

    ADVANCED:
    Your brand already produces content. But do you know what to talk about? Can you tell if your existing content is resonating or not? Brands who already understand content marketing should be focused on answering how could my content be better?
  • Quality content needs to support the customer journey and evolve as the customer’s needs change. NewsCred has the world’s largest content library. These are just some examples of the content we offer and how they support the customer journey.


    ---Note----
    Images are across every stage since we believe in the power of visual content.

    70 % OF THE BUYERS JOURNEY HAPPENS BEFORE THE DECISION MAKING STAGE. YOU NEED CONTENT TO GUIDE THAT INFORMATION AND PURCHASING PROCESS
  • Most company’s say: meet your audience where they are.
    We say: own your audience.

    And create a completely unique and differentiated offering that is really tailored to your audience’s content consumption and learning style.
  • LIAM TO UPDATE

    Consider content creation costs, too
  • LIAM TO UPDATE

    Consider content creation costs, too
  • LIAM TO UPDATE

    Consider content creation costs, too
  • Self guided

    Personalized

    discovery
  • Self guided

    Personalized

    Discovery

    -- Think about discovering content like youw ould on a spotify playlist
  • Content marketing is a marathon not a sprint. Results take time but the diligence of delivering a regular cadence of content pays off in a big way. We analyzed our own customer base and found one consistent insight: There is a compounding effect to content marketing. This means that if you publish consistently everyday, month over month, the value of your content, your ROI, will increase over time.

    • Looking at this graph from our client, The Hartford, the white color represents the number of articles published every month. You’ll see that their publishing cadence is consistent over the months.
    • However, the total number of articles viewed increases over time. This is because articles published in early months continue to drive traffic over time due to SEO and building up a bank of evergreen content that continues to drive visitors.
    • In addition, the number of pageviews also increases over time, showing that even if publishing cadence remains consistent, you’ll see a compounding effect to engagement and traffic.
    • Bottom line: the ROI of content marketing increases over time.

    -----

    What is the difference between Articles Viewed and Pageviews?
    Number of articles viewed is the number of unique articles that people visited in a given month.
    Pageviews is the total number of sessions that visited any article in a given month.
    If a user clicked on Article A, then Article B, then back to Article A, Article A would have 2 pageviews and Article B would have 1 pageview and the number of articles visited would have been 2.
  • Content marketing allows you to earn your audience’s attention versus buying it. This metric measures just that. It measures how many visitors your site has earned by providing great content versus spending money to buy their traffic.
  • Quality content needs to support the customer journey and evolve as the customer’s needs change. NewsCred has the world’s largest content library. These are just some examples of the content we offer and how they support the customer journey.


    ---Note----
    Images are across every stage since we believe in the power of visual content.

    70 % OF THE BUYERS JOURNEY HAPPENS BEFORE THE DECISION MAKING STAGE. YOU NEED CONTENT TO GUIDE THAT INFORMATION AND PURCHASING PROCESS
  • Quality content needs to support the customer journey and evolve as the customer’s needs change. NewsCred has the world’s largest content library. These are just some examples of the content we offer and how they support the customer journey.


    ---Note----
    Images are across every stage since we believe in the power of visual content.

    70 % OF THE BUYERS JOURNEY HAPPENS BEFORE THE DECISION MAKING STAGE. YOU NEED CONTENT TO GUIDE THAT INFORMATION AND PURCHASING PROCESS
  • Okay, the last point.

    We believe the content marketing has a huge opportunity to increase retention, brand loyalty and upsell revenue. In NewsCred’s case, because we work with global enterprises, the ability for us to grow our relatioships is hugely important.
  • In addition, we know that increasing the lifetime value of our customers not only increases revenue but drives down our acquisition cost.
  • Like this. The lifetime revenue of a customer should be 3 – 5 x the cost to acquire and retain them. Our attention must shift to the customer experience – post deal.
  • For exampole, when looking at this chart, strategies like inbound marketing and customer referrals drive your customer acquisition cost down. Field sales typical drives in up.
    We wanted to focus on what can negatively impact revenue once a prospect becomes a customer – high churn rates, low customer satisfaction, and slow or ineffective onboarding.

  • That’s where we had our big idea. Knowing that retention is largely decided in the first 30 days, we thought we could have the most value by making our onboarding process incredible.
  • The sales process isn’t over by the time a deal closes. In fact, you can make the argument that you need to focus on retention equally, or even more, than selling.
  • And so we launched #ThinkContent University. This is a brand new initiative available for free to people who sign up today. It’s a premium training course…. ALEXA PLEASE FILL IN
  • Consider content creation costs, too – not just distribution
  • We enable our customers to track progress and pick up where they left off. This is just another way that we are aiming to personalize our learning experience to our customer’s needs and give them the flexibility and free to grow their skill sets in the way they want to
  • Consider content creation costs, too – not just distribution

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