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Companies who focus on
connecting with their audience
have a growth rate triple that of
their competitors 3x
Content is the
connective thread of
all marketing.
21% Only 21% of marketers
are tracking ROI
How are you really driving
your business forward?
Introducing NewsCred.
The future of marketing technology
People-focused. Content first.
The most comprehensive
content marketing solution.
1. Build a measurement framework
2. Understand your audience
3. Create content the fuels pipeline
4. Activate creative distribution
5. See revenue growth
An easy, but effective
measurement framework
• Impressions
• Social shares
• Time spent
• Return visits
• Subscriber / audience size
• Share of voice
• Audience penetration across org
• Brand lift
• Perception / attitudinal change
• Behavioral conversions
• Lead generation
• Sales lift
• Is our content being seen?
• Are people engaging with our brand & content?
• How much time are people spending with our brand and are they
returning?
• How large is our audience?
• What’s our share of voice in a market/ channel?
• Is engagement growing across the workflow chain of a single
organization?
• Are we creating awareness? Is our message memorable?
• Are we changing perceptions?
• Are people discovering and understanding our product & service
offering?
• Are we driving quality leads?
• Are we driving overall sales?
• What is our cost/value per exposure, action or view?
• What is the cost/value per point of share?
• What is the cost/value per active audience member?
• What is the cost/ value per point of lift?
• What is the cost per qualified lead?
• What is the multi-touch attribution cost?
• What is the cost per sale?
Media Metrics What do we measure?
KPIs: Business Objectives Is our content producing the desired result?
ROI: Media Performance How efficiently is our content and distribution
working to produce the desired result?
Success Metrics
Lead Generation and Sales
Brand Awareness
Audience Engagement
Content Performance
Be disciplined and consistent about measurement.
1. Reach
Impressions
Social shares
Share of voice
2. Engagement
Traffic
Perception
3. Conversions
Lead generation
Sales
CPL
CAC
Dell
OVERVIEW
Dell approached content marketing with the end in mind.
They knew they wanted to increase traffic and build
thought leadership. This allowed them to build a smart
strategy around an end goal, and easily measure the
results.
Explore the site: techpageone.dell.com
Understand your
audience
It’s more than just age, gender and
location…
1. What they like
• Content Topics
• Music, Movies &
Books
• Icons/Role Models
2. What they do
• Preferred social
channels
• Media consumption
habits
• Engagement
frequency
3. What they buy
• Brands they follow, like and
subscribe to
• Purchase behavior
Demographic
SAP
THE CHALLENGE
SAP knew their customers in and out. Instead of creating
content blindly for their knew thought leadership portal,
they created a scalable content mix which they knew
would resonate.
Explore the site: https://www.custedge.com
Create content against
the sales funnel
A sustainable content process.
Provide value throughout the buyer’s journey.
Stage Objective Content Success
Metrics
Early
• Inspire, educate or
entertain
• Start a conversation
• Grow awareness
• Social content
• Captivating visuals
• Thought leadership
• News
Reach
- Social
mentions/engageme
nt
- Views
- Clicks
Middle
• Grow demand
• Continue the
conversation
• Connect
• Captivating visuals
• Thought leadership
• Case studies
• High-level product
info
Engagement &
Conversions
- Repeat visits
- Conversions &
subscribes
- Leads
Late
• Build brand love
• Accelerate decision
making
• In-depth product info
• Case studies
• Captivating visuals
• Thought leadership
Opportunities & Sales
- Sales lift
- Brand lift
THE CHALLENGE
• Reach senior professionals in the payments
technology industry within continental Europe
• Position Visa Europe as a leader in the payments
conversation
Visa Europe
Explore the site: vision.visaeurope.com
Activate creative distribution
Capgemini
Explore the site: http://www.content-loop.com/
.
THE RESULTS
• +350,000 unique visitors over 6 months.
• +3,000 new LinkedIn followers per week, primarily
from IT and management from major corporations:
• More LinkedIn virality Over 6 Months
• +370,000 impressions
• +1.8 million shares
Tie content to revenue
Content is the fuel for our
revenue growth.
70% of deals in 2014 engaged
with 1 or more pieces of content.
Our engine is running…
4 blog posts / day
2 white papers / month
1 webinar / month
1 thought leadership event / month
29
Newsletter
Organic social
Native advertising
LinkedIn sponsored stories
Events
Webinars
What matters? HOW we connect:
The right people, at the right time,
at the right place.
LinkedIn sponsored stories
Facebook promoted posts
Twitter cards
Slideshare
Contributed content via PR
Nurturing
30
Behind every tweet, every share, every
visit, every purchase…is a person.
Directly driving $5M in revenue in just
the first 8 months of 2014.
Questions?
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