ion interactive's co-founder, Anna Talerico, teams up with NewsCred's Head of Strategy, Michael Brenner, for a power hour of content marketing know-how.
Explore how brands can use personalized storytelling to build relationships at scale and how sales teams can use content interactions to accelerate one-on-one relationships and revenue velocity.
This is the modern content marketing roadmap to becoming the brand they want versus the one they tolerate.
10. 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
30. 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
31. We
need
to
stop
interrup*ng
what
people
are
interested
in
and
be
what
people
are
interested
in.
”
“
@BrennerMichael
32. 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
33. Behind
every
tweet,
share,
visit
and
purchase
is
a
person,
like
you
and
me.
@BrennerMichael
38. 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
40. 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
46. 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
47. So
how
do
we
use
content
to
build
rela*onships
at
scale?
@BrennerMichael
48. 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
49. • 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
50. • 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
51. • 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
52. 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
53. 1.
Who
is
engaging
with
your
compe*tor’s
content?
@BrennerMichael
59. 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
61. 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
62. 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
64. 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
75. “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