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1. COUNTRY DIAL-IN NUMBER
COUNTRY
DIAL-IN NUMBER
United Kingdom 0800-051-3810 Denmark 8088-7006
Ireland 1-800-947178 Sweden 020-79-7912
Germany 0800-187-3683 Switzerland 0800-894627
France 0800-9-19312 Poland 00-800-112-4312
Italy 800-870552 Portugal 8008-27739
Spain 900-93-7920 Finland 0800-915086
Netherlands 0800-022-3497 Austria 0800-297252
2. Enter Event #: 849 307 710 >>> Password: Areyouin
WELCOME TO THE LINKEDIN CONTENT MARKETING WEBINAR
Jon Lombardo LinkedIn
Content Marketing Lead
Marcus Stoll Newscred
Head of EMEA Marketing
HOW TO PRODUCE, DISTRIBUTE AND MEASURE
GREAT CONTENT MARKETING
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
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
Keys to Great Thought-Leading Content YOU NOW SELL WITH YOUR THOUGHT LEADERSHIP
PRO TIP: FOR THE 8 CRITERIA OF THOUGHT LEADERSHIP, CONSULT THE BLOOM GROUP’S BLOG POSTS.
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
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 INFLUENTIAL AND AFFLUENT ON THE WEB
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
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
Ad campaigns
Cost center
Brand-led
Always-on content
Revenue driver
We took a different approach.
Value-driven
Great content delivers ROI.
Source: Hubspot 2014
79% of ‘best-in-class’ B2B marketers rate blogs as the most effective customer acquisition tactic.
Great content delivers ROI.
Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less.
Source: Hubspot 2014
Great content delivers ROI.
79% of companies that prioritize content marketing report a positive ROI.
Source: Hubspot 2014
Our Goals and Approach
The Results of our Efforts Building our Newsroom
Our Goals and Approach Our Challenges
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
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
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
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
Our Goals and Approach
The Results of our Efforts
Building our Newsroom and Distribution Building our Newsroom
Our Challenges
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
Enterprise calendar / Global asset management / Global approvals & workflows / Social listening & governance / Organic & paid distribution
We manage everything on a single platform.
Licensed Content Custom Content Social Content
Utilize the right mix of content, and scale it.
Licensed Content Boost credibility, publishing cadence and direct traffic with a high-volume of fully-licensed, compliant content.
Custom Content Share on-brand stories and recipes which are created specifically for your brand.
Social Content Leverage snackable content through UGC that engages your target audience.
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
Understand what your audiences really want.
Early-stage Searches
Middle-stage
Brand Searches
Search / S
ocial 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?
#linkedincontent @newscred
Content for every stage of the buyer’s journey.
NewsCred’s best practices for utilizing content across buyer 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
Our Goals and Approach
The Results of our Efforts Building our Newsroom
Our Challenges
The Results of our Efforts
• 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
Increase your cadence and consistency.
0 2000 4000 6000
Aug-14
Jan-14
0
5000
10000
15000
20000
25000
30000
Jan
-14
Fe
b-1
4
Mar
-14
Ap
r-14
May
-14
Jun
-14
Jul-1
4
Au
g-1
4
Twitter Followers
Twitter Followers
Social interactions
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
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
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.
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
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 AFTER April 2014
49% #linkedincontent @newscred
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 AFTER April 2014
___ Social traffic jump
60% ___ Social share increase
2.6x #linkedincontent @newscred
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 AFTER April 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
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
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
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
How We Are Tracking ROI
• NewsCred, Marketo, Salesforce • UTM parameters on our links
• Campaigns for each effort Track total cost + leads
#linkedincontent @newscred
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
Leads that have engaged with content are twice as likely to accept a meeting with us.
#linkedincontent @newscred
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
Client Engagement w/ Content = Loyalty & Renewals
___ Higher renewal rate
41% ___ More likely to be upsold
33% ___ Higher MRR than average
24%
#linkedincontent @newscred
Our content directly influenced over $72M in customer lifetime
value in 2014.
#linkedincontent @newscred
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
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.
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