Live Webcast: LinkedIn's Jon Lombardo and Marcus Stoll from Newscred discuss strategies for success with content marketing.

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WELCOME TO THE LINKEDIN
CONTENT MARKETING WEBINAR

2. Jon Lombardo
LinkedIn
Content Marketing Lead
Marcus Stoll
Newscred
Head of EMEA Marketing
HOW TO
PRODUCE, DISTRIBUTE AND MEASURE
GREAT CONTENT MARKETING

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. THE SOPHISTICATED
MARKETER’S GUIDE TO
SPONSORED UPDATES

6. WHY GREAT CONTENT
IS ESSENTIAL IN MODERN
MARKETING

7. 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

8. 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.

9. 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

10. WHY
SPONSORED UPDATES?

11. DELIVER NATIVE ADVERTISING IN THE WORLD’S ONLY
PROFESSIONAL NEWSFEED

12. 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

13. 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

14. 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

15. Our Challenges
Our Goals and
Approach
The Results of
our Efforts
Building our Newsroom

16. Introducing NewsCred.
The most comprehensive
content marketing software for
the global enterprise.

17. How can we stand apart in a
crowded landscape?
#linkedincontent @newscred

19. Ad campaigns
Cost center
Brand-led
Always-on content
Revenue driver
We took a different approach.
Value-driven

20. Great content
delivers ROI.
Source: Hubspot 2014
79% of ‘best-in-class’ B2B marketers rate blogs as
the most effective customer acquisition tactic.

21. Great content
delivers ROI.
Content marketing generates 3 times as many leads as
traditional outbound marketing, but costs 62% less.
Source: Hubspot 2014

22. Great content
delivers ROI.
79% of companies that prioritize content
marketing report a positive ROI.
Source: Hubspot 2014

23. Our Goals and
Approach
The Results of
our Efforts
Building our Newsroom
Our Goals and
Approach
Our Challenges

24. 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

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).
NewsCred Goals
#linkedincontent @newscred

26. 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

27. 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

28. Our Goals and
Approach
The Results of
our Efforts
Building our Newsroom
and Distribution
Building our Newsroom
Our Challenges

29. Content is the connective
thread of all marketing.

30. 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

31. Enterprise calendar / Global asset management / Global approvals & workflows / Social listening & governance / Organic & paid distribution
We manage everything on a single platform.

32. 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

33. 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

34. 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

35. Take design seriously.
#linkedincontent @newscred

36. #linkedincontent @newscred

37. Our Goals and
Approach
The Results of
our Efforts
Building our Newsroom
Our Challenges
The Results of
our Efforts

38. • 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

39. 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

40. 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

41. 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

42. 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.

43. 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

44. 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

45. 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

46. 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

47. 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

48. 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

49. 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

50. How We Are Tracking ROI
• NewsCred, Marketo, Salesforce
• UTM parameters on our links
• Campaigns for each effort
Track total cost + leads
#linkedincontent @newscred

51. 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

52. Leads that have engaged with content are twice
as likely to accept a meeting with us.
#linkedincontent @newscred

53. 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

54. Client Engagement w/ Content = Loyalty & Renewals
___
Higher renewal rate
41% ___
More likely to be upsold
33% ___
Higher MRR than average
24%
#linkedincontent @newscred

55. Our content directly influenced over
$72M in customer lifetime
value in 2014.
#linkedincontent @newscred

56. Want to learn how to apply similar
strategies for your brand?
#linkedincontent @newscred

57. 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

58. 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.

59. #linkedincontent @newscred

60. 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

61. Q&A