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Content Marketing in the Performance Era: NewsCred's Shafqat Islam

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At #ThinkContent 2017, NewsCred Co-founder and CEO Shafqat Islam spoke about how the content marketing industry is headed into the era of performance – and why that will allow marketers to execute their most ambitious, creative work yet.

Publié dans : Marketing

Content Marketing in the Performance Era: NewsCred's Shafqat Islam

  1. 1. Content Marketing in the Performance Era Shafqat Islam Co-founder & CEO NewsCred
  2. 2. We’ve come a long way in five short years…
  3. 3. As content marketers, we used to think of ourselves as publishers. We’re not. The end goal is business action, not eyeballs.
  4. 4. PAGEVIEWS
  5. 5. ENGAGEMENT PAGEVIEWS
  6. 6. ENGAGEMENT PAGEVIEWS PERFORMANCE
  7. 7. The goal isn’t to be good at content. The goal is to be good at business using content.
  8. 8. 1 Grow Marketing Influenced Revenue
  9. 9. Drive Operational Efficiency 2
  10. 10. Increase Brand Equity 3
  11. 11. But performance often comes at a cost
  12. 12. People don’t like it
  13. 13. Attention is a scarce commodity
  14. 14. 14 Ad blocking is now on 615 million devices Jan 2010 Jan 2011 Jan 2012 Jan 2013 Jan 2014 Jan 2015 Jan 2016 Jan 2017 21M 30M 39M 54M 121M 181M 216M 236M 145M 275M 380M DESKTOP BROWSERS MOBILE BROWSERS Apr 2009 - Dec 2016 • PageFair
  15. 15. People are ignoring your ads. And it’s even scarier if you consider millennials on mobile.
  16. 16. Loyalty is dead
  17. 17. 58% of shoppers enrolled in loyalty programs don’t use the program at all
  18. 18. of buyers will shop around at every purchase 87%
  19. 19. Every purchase cycle is a battleground to win a customer
  20. 20. Waste not Want not
  21. 21. Only 9% of total ad impressions get looked at for more than a second 21
  22. 22. 22 100 54 35 9 0 10 20 30 40 50 60 70 80 90 100 110 Impressions Viewable Impressions Viewed Impressions Impressions viewed for >1s %ofImpressions
  23. 23. That is the irony of performance marketing
  24. 24. But the fatal flaw is not in performance
  25. 25. Exceptional storytelling performs better
  26. 26. People don’t buy what you do. They buy why you do it.
  27. 27. Purpose-driven brands grow 3x faster than the S&P 500
  28. 28. Brands that could be identified by their ideals were 4x more profitable than the S&P 500
  29. 29. If you’re not creating MEANINGFUL CONTENT that drives business results…
  30. 30. … you’re just contributing to the NOISE
  31. 31. Initial Results 470K 470K uses of #breaking2 hashtag 600K 600K mentions of Nike 87% 87% positive sentiment
  32. 32. Initial Results 2T 2 trillion impressions 5M 5 million views of the livestream 4 CHAPTERS 4 chapters of content (text and video) on their hub
  33. 33. Initial Results 5.2X 5.2X more engagement on the The Zoom Vaporfly Elite shoes content App CTAs CTAs to download the Nike App Shoe CTAs CTAs for the shoe on the content hub for Breaking2
  34. 34. Society of Grownups
  35. 35. We know this is very hard to do
  36. 36. The Science of Content Marketing
  37. 37. 38 The Content Marketing Maturity Curve PUBLISHING CONTENT TO PRIMARY CHANNEL MEASURING ENGAGEMENT AND OPTIMIZING DRIVING TO MICRO-CONVERSIONS CONNECTING ACTIONS WITH ROI OF CONTENT MARKETING OPTIMIZING TRAFFIC, SUBSCRIBERS, AND DISTRIBUTION FOR INCREASED ROI DOCUMENTED CONTENT MARKETING STRATEGY DISTRIBUTING CONTENT ACROSS CHANNELS REPLICATE PROCESSES ON A GLOBAL AND CROSS-REGIONAL SCALE
  38. 38. 39 A Proprietary Methodology with Predictable Results
  39. 39. The NewsCred Methodology 40 STRATEGY TRAFFIC ENGAGEMENT ACTION MONETIZATION Measuring and optimizing for highest-quality traffic Documented content marketing strategy Attracting more of the right traffic Driving the desired behaviors Correlating against real business outcomes
  40. 40. 41 The Content Marketing Maturity Index
  41. 41. An index that assesses the maturity of your content marketing program
  42. 42. Some industries are ahead of others 0. 12.5 25. 37.5 50.
  43. 43. What is your north star?
  44. 44. What makes the content marketing performance era different?
  45. 45. We can have both EXCEPTIONAL CONTENT and the ability to MEASURE IT
  46. 46. We exist to help you predictably achieve these goals
  47. 47. But ultimately you are the revolutionaries that will make marketing great

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