@newscred

Keynote: Content Marketing Enlightenment – Finding Success

with Content

Alex Cheeseman, Head of Global

Marketing Solutions, NewsCred

Content Marketing Enlightment

Alex CheesemanHead of International Strategy

CONTENT MARKETING

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%

Interesting VS Interruptive

Search Engine Value

Mark

CONTENT

IS KING

AND FINALLY … GO VIRAL

OH JESUS

WHAT DO YOU NEED TO DO?

DEFINITION OF MADNESS

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OWNERSHIP

CONTENT IS MARKETING

WHAT CUSTOMERS

WANT

CONTENT MARKETING

WHAT BRANDS CREATE

THIS IS WHERE YOU

LIVE

Your content strategy should sit at the intersection of what your brand stands for and what your audience wants.

I AM GREAT

Research

FOCUS ON QUALITY

CREATE VALUE

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

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

MOVE AWAY FROM VANITY

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

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?

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

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

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

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Sept 18 Oct 18 Nov 18 Dec 18 Jan 19 Feb 19 Mar 19 Apr 19 May 19 Jun 19

# A

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Articles Viewed

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