How To Make More Money With Creative, Customer-Focused Content Marketing

How To Make More Money

With Creative

Customer-Focused

Content Marketing

@moxieingreen #FullStack15

What Are We Learning Today?


• What is Content Marketing?

• What does a Content Marketing software company do?

• How do we know Content Marketing works?

• How do you build lasting relationships with your customers?

• How do you make your customer the hero of your content

marketing?

• How Do You Create Content For Your Customers? [Case Study]

What Is Content Marketing?


What Is Content Marketing?


There’s been a fundamental

shift in the way we create,

consume and share content.

4.5 BILLIONpieces of content

are shared

every day

1.8 BILLIONphotos are uploaded

and shared

700 MILLIONsnapchats

are sent

500 MILLIONtweets are

posted



former Chief Creative Officer at

J. Walter Thompson


You’re more likely to be

struck by lightning than

click a banner ad.

(Business Insider, 2011)

What Does NewsCred Do?



NewsCred provides

brands with the

content and

technology they

need to power the

entire customer

experience.




I built NewsCred’s content and social strategy from the

ground up.

In the past 18 months we’ve…

• Increased content production 60%

• Increased traffic 270%

• Increased our social following 20X


How Do We Know Content

Marketing Works?


…it directly influences purchase decisions.

Consumers engage with 11.4 pieces of content prior

to making a purchase.11.4

85% of consumers regularly seek out trusted expert

content when considering a purchase.85%

Nielsen 2014, Forrester 2015

By a factor of 3 to 1, B2B buyers want to self-

educate themselves by going to sellers’ websites to

learn about offerings and make purchase

decisions.

3:1


3x Brands who focus on connecting with their customers on an emotional level have a growth rate triple that of their competitors.

Jim Stengel, Proctor & Gamble, 2008

The fastest growing brands all have something in

common…


How Do You Build Lasting

Relationships With Your

Customers?


Investing In Our Clients’

Success



Success



Success


Customer Summits2014: 40 customers

• Half day session

followed by a half day

of industry talks open

to the public

2015: 161 customers

• Full day of hands on

feedback with

executive team and

product managers

• Strategy sessions with

NewsCred experts

• 9 testimonial videos


Practice Random Acts Of Swagness@moxieingreen #FullStack15

Practice Random Acts Of Swagness@moxieingreen #FullStack15

How Did We Do This?

- We doubled down on Customer Summits

- We hired a Customer Marketer


Why Did We Do This?

• Increasing customer retention rates by

5% can increase profits by 25-95%.


Get To Work

• 63% of CEOs see rallying their brand around the customer as

one of the top three investment priorities this year, and 90%

are committed to strengthening customer engagement

programs.

• Only 12% of B2B marketers said that they had teams in

place to execute a holistic customer experience strategy.

• 48% of marketers are only moderately confident in the

ability of their organizations to reach and engage

customers.


CMO.com

Great Marketing Is Great

Storytelling…


Who Is The Hero of Your Story?

• You/Your Team• Your Brand• Your Product• Or…



“Take your brand

out of the

story…make your

CUSTOMERS the

hero…”

Ann Handley, Head of Content,

Marketing Profs

How Do You Create Content For Your

Customers?



Effective content marketing isn’t

about reaching MORE people.

It’s about reaching the RIGHT

people.

And using data-driven insights to reach the right

people at the right place and the right time.



Customers: SEO Keywords








How Do You Create Content For Your Customers?@moxieingreen #FullStack15

How Do You Create Content For Your Customers?

Talk To Your Customers

(Or The People Who Talk To Them)


• Sales

• Social Media

• Strategy/Agency

Listen To Your Customers: Millennials


• 60K+ pageviews

• Our first content marketing “viral hit”










Millennials Webinar:

-3035 sign ups

-1.5M social impressions

Millennials Blog Content:

-100K+ pageviews

Millennials White Paper:

-2085 Downloads

Listen To Your Customers: RESULTS


Millennials Content Results In First

Year:

• 3337 Leads

• 49 Meetings

• 3 Opportunities

Listen To Your Customers: RESULTS

How Do I Make My

Customer The

Hero Of My

Content?

Case Studies

Blog Posts that address

their wins and challenges

Videos featuring your

customers


How Do You Keep

Readers

Engaged?


Why Are We Doing This?@moxieingreen #FullStack15


I Just Woke Up,

What Do I Need

To Remember?

• Effective Content Marketing

isn’t about reaching MORE

people, it’s about reaching the

RIGHT people.


• Think creatively about how

to build customer

relationships.

• Every story has a hero –

make YOUR brand’s story

about your customers.

I Just Woke Up,

What Do I Need

To Remember?

• Use your content to answer

customer questions.


• When you have a hit, test and

iterate to replicate success.

• Customers who read your

content will spend more

money and are less likely to

churn!