1.
Content Marketing in the
Performance
Era
Shafqat Islam
Co-founder & CEO
NewsCred

2.
We’ve come a long way
in five short years…

3.
As content marketers, we used
to think of ourselves as
publishers.
We’re not. The end goal is
business action, not eyeballs.

4.
PAGEVIEWS

5.
ENGAGEMENT
PAGEVIEWS

6.
ENGAGEMENT
PAGEVIEWS
PERFORMANCE

7.
The goal isn’t to be good at
content.
The goal is to be good at
business using content.

8.
1
Grow
Marketing
Influenced
Revenue

9.
Drive
Operational
Efficiency
2

10.
Increase
Brand
Equity
3

11.
But performance
often comes at a cost

12.
People don’t like it

13.
Attention is a
scarce commodity

14.
14
Ad blocking is now on
615 million devices
Jan 2010 Jan 2011 Jan 2012 Jan 2013 Jan 2014 Jan 2015 Jan 2016 Jan 2017
21M
30M 39M
54M
121M
181M
216M
236M
145M
275M
380M
DESKTOP BROWSERS
MOBILE BROWSERS
Apr 2009 - Dec 2016 • PageFair

15.
People are ignoring your ads.
And it’s even scarier if you
consider millennials on
mobile.

16.
Loyalty is dead

17.
58%
of shoppers
enrolled in loyalty
programs don’t
use the program
at all

18.
of buyers will
shop around at
every purchase
87%

19.
Every purchase cycle is a
battleground to win a customer

20.
Waste not
Want not

21.
Only 9% of total ad impressions
get looked at for more than a
second
21

22.
22
100
54
35
9
0
10
20
30
40
50
60
70
80
90
100
110
Impressions Viewable
Impressions
Viewed
Impressions
Impressions
viewed for >1s
%ofImpressions

23.
That is the irony of
performance marketing

24.
But the fatal flaw
is not in performance

25.
Exceptional storytelling
performs better

26.
People don’t buy what you do.
They buy why you do it.

27.
Purpose-driven brands
grow 3x faster than the S&P 500

28.
Brands that could be identified by
their ideals were 4x more profitable
than the S&P 500

29.
If you’re not creating
MEANINGFUL CONTENT
that drives business results…

30.
… you’re just contributing to the
NOISE

31.
Initial Results
470K
470K uses of
#breaking2 hashtag
600K
600K mentions
of Nike
87%
87% positive
sentiment

32.
Initial Results
2T
2 trillion impressions
5M
5 million views of
the livestream
4 CHAPTERS
4 chapters of
content (text and
video) on their hub

33.
Initial Results
5.2X
5.2X more
engagement on the
The Zoom Vaporfly
Elite shoes content
App CTAs
CTAs to download the
Nike App
Shoe CTAs
CTAs for the shoe on
the content hub for
Breaking2

34.
Society of
Grownups

35.
We know this is very
hard to do

36.
The Science of
Content Marketing

37.
38
The Content
Marketing
Maturity Curve
PUBLISHING CONTENT
TO PRIMARY CHANNEL
MEASURING ENGAGEMENT AND
OPTIMIZING
DRIVING TO MICRO-CONVERSIONS
CONNECTING ACTIONS
WITH ROI OF CONTENT MARKETING
OPTIMIZING TRAFFIC, SUBSCRIBERS,
AND DISTRIBUTION FOR INCREASED ROI
DOCUMENTED CONTENT
MARKETING STRATEGY
DISTRIBUTING CONTENT
ACROSS CHANNELS
REPLICATE PROCESSES ON A GLOBAL
AND CROSS-REGIONAL SCALE

38.
39
A Proprietary
Methodology with
Predictable Results

39.
The NewsCred Methodology
40
STRATEGY TRAFFIC ENGAGEMENT ACTION MONETIZATION
Measuring and
optimizing for
highest-quality
traffic
Documented content
marketing strategy
Attracting more of
the right traffic
Driving the desired
behaviors
Correlating against
real business
outcomes

40.
41
The Content
Marketing
Maturity Index

41.
An index that assesses the
maturity of your content
marketing program

42.
Some industries are ahead of others
0. 12.5 25. 37.5 50.

43.
What is your north star?

44.
What makes the content
marketing performance era
different?

45.
We can have both
EXCEPTIONAL CONTENT
and the ability to
MEASURE IT

46.
We exist to help you predictably
achieve these goals

47.
But ultimately you are the
revolutionaries that will make
marketing great