1.
Building Relationships with
Content

2.
Welcome
Micheal Brenner
Head of Strategy, NewsCred
Anna Talerico
Co-Founder, ion interactive

3.
Content marketing trends

4.
8
I
have
no
pa*ence
for
useless
things.
@BrennerMichael

5.
@BrennerMichael@BrennerMichael

6.
4.75 billion piece of content are shared
1.8 billion photos are uploaded and shared
500 million tweets are posted
700 million snapchats are sent
Every single day…
@BrennerMichael

7.
5,000
78%
94%
44%
90%
marketing messages
per day
“Do Not Call” list
skip TV ads
direct mail never opened
of emails never opened

8.
1#ThinkContent@BrennerMichael

9.
It’s
not
all
bad,
right?
@BrennerMichael

10.
@BrennerMichael

11.
#C2C15
@BrennerMichael

12.
Marke*ng
has
a
marke*ng
problem!
@BrennerMichael

13.
73%
of
people
surveyed
wouldn’t
care
if
the
brands
they
use
disappeared
from
their
life.
*Co.Exist
@BrennerMichael

14.
People
don’t
buy
what
you
do.
They
buy
why
you
do
it.”
Simon Sinek
”
“
@BrennerMichael

15.
#C2C15

16.
@BrennerMichael

17.
Companies who focus on connecting with
their consumers have a growth rate triple
that of their competitors.3X
@BrennerMichael

18.
60-­‐70%
of
marke*ng
content
goes
completely
unused.
*Sirius Decisions
@BrennerMichael

19.
@BrennerMichael

20.
Behind every piece
of bad content
is an executive
who asked for it.
@BrennerMichael
TWEET THIS!

21.
We
tune
out
the
noise.
@BrennerMichael

22.
The
first
online
banner
ad
-­‐
1994
@BrennerMichael

23.
Banners
Today?
You
are
more
likely
to
.
.
.
@BrennerMichael

24.
Banners
have
99
problems
and
a
click
ain’t
one.
”
“
@BrennerMichael

25.
2#ThinkContent@BrennerMichael

26.
The average attention span of a person
has dropped from 12 seconds in 2000 to
8 seconds.
The average attention span of a goldfish
is 9 seconds.
~ (Statistic Brain)
@BrennerMichael

27.
We
need
to
stop
interrup*ng
what
people
are
interested
in
and
be
what
people
are
interested
in.
”
“
@BrennerMichael

28.
Our
iden*ty
is
defined
by
what
we
share.
68% of people share to give others a better
sense of who they are and what they care
about.
*New York Times, 2014
@BrennerMichael

29.
Behind
every
tweet,
share,
visit
and
purchase
is
a
person,
like
you
and
me.
@BrennerMichael

30.
People
What
Brands
Produce
What
Customers
Want
@BrennerMichael

31.
Content
Marke*ng
is
all
the
Marke*ng
that’s
leS.
Seth Godin
”
“
@BrennerMichael

32.
Content
Marke*ng
ROI
is
4X
our
tradi*onal
marke*ng
spend.
”
“
Julie Fleischer, Kraft
@BrennerMichael

33.
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-­‐driven
Con*nuous
content
People
Marketers
are
taking
a
new
approach.
@BrennerMichael

34.
The
metrics
we
use
today
barely
scratch
the
surface.
PAGEVIEWS
PURCHASES
PATHS TO SALE
TOP PAGES
GOAL CONVERSIONS
REPEAT VISITS
RETURN VISITS
CLICKS
UNIQUES
SUBSCRIBERS
CONVERSIONS
COMMENTS
LIKES
TWEETSSHARES
BOUNCE RATE
TIME SPENT
PAGES PER VISIT SESSIONS
@BrennerMichael

35.
You
don’t
know
anything
about
me.
@BrennerMichael

36.
It’s
not
about
more
people.
It’s
about
the
right
people.
And using data-driven insights to reach the right
people at the right place and the right time.
@BrennerMichael

37.
@BrennerMichael

38.
@BrennerMichael

39.
@BrennerMichael

40.
@BrennerMichael

41.
What
is
going
on?
@BrennerMichael

42.
Do
you
really
know
your
audience?
• Who they are?
• What content do they want?
• On which channels do the get it?
• How they engage with your
competitors?
@BrennerMichael

43.
So
how
do
we
use
content
to
build
rela*onships
at
scale?
@BrennerMichael

44.
How
To
Use
Content
To
Build
Rela*onships
At
Scale
Know
your
audience.
Understand who your audience really is
and what they want.1
Make
smarter
decisions.
Make owned, earned, AND paid media
work harder through intelligent feedback
loops.
3
Know
what
content
works.
Get an in-depth look at the content
journeys of your audience and understand
what sticks.
2
@BrennerMichael

45.
• Drive visibility and awareness as
prospects enter buyer journey
• NewsCred Audience Insights
• Market to consumers during
research phase
• Marketing Automation
• What people buy • POS
Stage
Tac*cs
Tools
Awareness
Retain
Evalua*on
Purchase
• Who bought it • CRM / Loyalty
Social
Listening
• Hot topics, Influencers, etc.
@BrennerMichael

46.
• Drive visibility and awareness as
prospects enter buyer journey
• NewsCred Audience Insights
• Market to consumers during
research phase
• Marketing Automation
• What people buy • POS
Stage
Tac*cs
Tools
Awareness
Retain
Evalua*on
Purchase
• Who bought it • CRM / Loyalty
Social
Listening
• Hot topics, Influencers, etc.
@BrennerMichael

47.
• Drive visibility and awareness as
prospects enter buyer journey
• NewsCred Audience Insights
• Market to consumers during
research phase
• Marketing Automation
• What people buy • POS
Stage
Tac*cs
Tools
Awareness
Retain
Evalua*on
Purchase
• Who bought it • CRM / Loyalty
Social
Listening
• Hot topics, Influencers, etc.
@BrennerMichael

48.
Reach,
engage
and
convert
the
right
people.
Early-­‐stage
Searches
Middle-­‐stage
Brand
Searches
Search
/
Social
Volume
What is Content Marketing?
(10-3000 X)
Who is the best Content
Marketing provider?
(2-10 X)
NewsCred Content
Marketing software
is how
awesome?
@BrennerMichael

49.
1.
Who
is
engaging
with
your
compe*tor’s
content?
@BrennerMichael

50.
2.
Understand
their
content
journey
@BrennerMichael

51.
3.
Execute
targeted
and
personalized
demand
gen
@BrennerMichael

52.
4.
Measure
the
results
@BrennerMichael

53.
5.
Follow
their
journey
into
your
“funnel”
@BrennerMichael

54.
@BrennerMichael

55.
1
U*lize
Audience
Insights
to
determine
2
Create
+
understand
look-­‐alike
audiences
• Who is engaging?
• What topics are performing?
• What competitor content is
your audience engaging with?
3
Leverage
look-­‐alike
targe*ng
for
social
4
Convert
them
to
sales
• Online
• Offline
SPONSORED AD
Strategically
amplify
your
paid
media
campaigns
For example, export a list of the Twitter IDs of your most engaged users,
influencers and segments and run targeted ads against those IDs
@BrennerMichael

56.
High
fiving
a
million
angels
@BrennerMichael

57.
Capgemini
ContentLoop.com
• Licensed content on Linked Sponsored
updates
• Drives to branded Content Loop
• Offers to deeper content
• Recommendations to connect with
experts
Results:
~1M visitors / year
+ 3K new LinkedIn followers per week
+ High Quality Leads
+ Sales / ROI

58.
Content
Marke*ng
Roadmap
• Budget
• Destination
• Frequency
• Amplification / Optimization
• Collaboration (Who does what)
Discovery
Des*na*on
Team
Topic
Models
Customer
Journey
KPIs
/
Repor*ng
Op*miza*on
• Business Case
• Current State
• Budget
• Branding/Design
• Platform
• Firm Integration
• Who does what?
• Agency
• NewsCred
• Distribution
• Structure
• Topics
• Types
• Content by Stage
• Conversions
• Subscriptions
• Define report
• Who / when?
• Content
• Platform
• Distribution
@BrennerMichael

59.
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-­‐driven
Con*nuous
content
People
Marketers
are
taking
a
new
approach.
@BrennerMichael

60.
The
customer
has
always
been
in
charge.
ShiS
from
brand
experience
to
consumer
experience.
Personaliza*on
is
the
driver.
Brand
Experience
Consumer
Experience
Personaliza*on
@BrennerMichael

61.
@BrennerMichael

62.
Your
audience
wants
stories.
Created
just
for
them.
Will
you
give
it
to
them?
@BrennerMichael

63.
When your audience becomes an individual buyer, they want conversations
that pick up where the content left off.
@annatalerico

64.
But “digital body language” of clicks, downloads and page views doesn’t
make that easy for the sales person to do!

65.
This is how the buyer looks to sales when all they
have to go on is digital body language. A faceless set
of clicks, downloads and page views.

66.
Are you empowering sales to really know your
buyer? Can they connect and have conversations
where the content left off?

67.
You can use content insights to help your
sales team build one-on-one relationships
with your buyers.

68.
digital'body'language' digital'dialogue'
Salesperson*must*sleuth*through*a*large*
amount*of*micro3touches*to*try*to*infer*
the*needs*and*issues*of*the*prospect.*
There*is*zero*guidance*from*marke:ng*
for*how*to*interpret*this*pile*of*data.*
Salesperson*sees*the*prospect’s*answers*
to*assessments,*calculators,*planners,*etc.*
—*in#context#—*in*a*format*that’s*easy*to*
interpret,*augmented*with*relevant*sales*
enablement*guidance*from*marke:ng.*

69.
“Your audience wants stories, created just for them.”
@BrennerMichael
“When your audience becomes an individual buyer, they
want conversations that pick up where the content left
off.”
@annatalerico