Content Marketing Enlightenment: Finding Success with Content
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Alex Cheeseman, NewsCred
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Content Marketing Enlightenment: Finding Success with Content
- 1. @newscred Keynote: Content Marketing Enlightenment – Finding Success with Content Alex Cheeseman, Head of Global Marketing Solutions, NewsCred
- 2. Content Marketing Enlightment Alex Cheeseman Head of International Strategy
- 7. Customer Trust GEN Z ( AGES 15 - 20 ) MILLENNIALS ( AGES 21 - 34 ) GEN X ( AGES 35 - 49 ) BOOMERS ( AGES 50 - 64 ) SILENT GEN ( AGES 65+ ) Recommendations from people I know 83% 85% 83% 80% 79% Branded websites 72% 75% 70% 59% 50% Consumer opinions posted online 63% 70% 69% 58% 47% Editorial content, such as newspaper articles 68% 68% 66% 60% 55% Ads served in search engine results 43% 52% 50% 41% 33% Ads on social networks 45% 51% 47% 35% 26% Ads on mobile devices 42% 48% 45% 31% 20% Online banner ads 36% 47% 43% 34% 25% Text ads on mobile phones 32% 41% 38% 27% 18%
- 10. Mark
- 14. CONTENT IS KING
- 18. AND FINALLY … GO VIRAL
- 19. OH JESUS
- 20. WHAT DO YOU NEED TO DO?
- 22. ENGAGEMENT TIME
- 23. tENGAGEMENT TIME
- 24. tENGAGEMENT TIME
- 25. tENGAGEMENT TIME
- 26. ENGAGEMENT TIME
- 27. ENGAGEMENT TIME
- 28. ENGAGEMENT TIME
- 29. ENGAGEMENT TIME
- 30. OWNERSHIP
- 34. WHAT CUSTOMERS WANT CONTENT MARKETING WHAT BRANDS CREATE THIS IS WHERE YOU Your content strategy should sit at the intersection of what your brand stands for and what your audience wants. I AM GREAT
- 35. Research
- 36. FOCUS ON QUALITY
- 40. CREATE VALUE
- 41. Customer Value Content that gives systematic instruction or provides an enlightening experience. EDUCATION Content that provides amusement or enjoyment. ENTERTAINMENT Content that delivers facts about something or someone. INFORMATION Content that is useful or beneficial through the provision of function. UTILITY Content that acts as a stimulus to do or feel something. INSPIRATION
- 42. Business Value Content that creates awareness of your brand. AWARENESS Content that affects the way your audience thinks or feels about your brand. PERCEPTION Content that drives a bottom line action e.g. purchase. ACTION Content that allows brand loyalists to express their passion and share with their peers. ADVOCACY Content that supports positive brand experiences and reinforces brand affinity. LOYALTY
- 43. MOVE AWAY FROM VANITY
- 44. Most marketers focus too narrowly on vanity metrics like “followers” and “views.” Paid vs. Organic Search Traffic Repeat Visitors Social Followers Social Shares + Likes Organic Search Share of Voice Pageviews Articles Viewed = Hard Metric = Soft Metric
- 45. But really, they should focus on business goals. BRAND AWARENESS + BRAND HEALTH CONVERSIONS RETENTION Paid vs. Organic Search Traffic Repeat Visitors Subscriptions Lifetime Value of customer Paid vs. Unbranded Organic Search Traffic Social Shares + Likes Leads by Channel Customer Growth Social Followers Offsite SEO / PR Mentions % of Leads Sourced by CM Customer Retention Organic Search Share of Voice Engaged Time On Site Content Journeys Engagement Rate Site Traffic to NewsCred.com Pageviews Articles Viewed Important People = Hard Metric = Soft Metric Competitor Share of Voice Cost per Lead by Channel Cost per Opportunity Cost per Deal Is your content driving early-stage prospects to you? How do they feel about you? Is your content turning prospects into customers? Is your content driving retention and upsells?
- 46. Site Level Analytics KPI TODAY 90 DAYS 180 DAYS 270 DAYS BRAND AWARENESS Paid vs. Organic Search Traffic Unbranded Organic Search Traffic Organic Search Share of Voice BRAND HEALTH Time on Site Repeat Visitors Social Likes Subscriptions Bounce Rate Social Shares / Followers Share of Voice / Offsite SEO CONVERSIONS Cost per Lead % of Leads Sourced by Content Marketing Total Conversions CUSTOMER RETENTION Value of Customer Lifecycle Customer Growth
- 47. Article Level Analytics KPI EMAIL BENCHMARK LINKEDIN BENCHMARK BRAND AWARENESS Total Visits Spend Cost per Engagement % Unique Visits Cost per UV BRAND CONSIDERATION Time on Site Repeat Visitors PVAC View Through Rate Comments ACTION Social Action / CPA Newsletter Sign-up / CPA Comments / CPA Purchase / CPA Average Cost per Action CONVERSION FUNNEL UV to Customer Newsletter to Customer
- 49. There’s a compounding effect of content. The more we publish, the greater ROI we get. Anonymized NewsCred client data of a Fortune 200 company, 2015 0 150 300 450 600 0 125000 250000 375000 500000 625000 Sept 18 Oct 18 Nov 18 Dec 18 Jan 19 Feb 19 Mar 19 Apr 19 May 19 Jun 19 #ARTICLES PAGEVIEWS Articles Viewed
- 52. @newscred MASTER CONTENT MARKETING WITH #ThinkContent University Get over six hours of premium content free with promo code: TCSummit16* Regularly $895; expires June 17, 2016 insights.newscred.com/thinkcontent-u