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The Quest for the Holy Grail of Content

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Alex Cheeseman, Global Head of Strategy at NewsCred, discusses the elusive 'holy grail' of content and how you can define it and find it for your business.

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The Quest for the Holy Grail of Content

  1. 1. Content marketing & the quest for the Holy Grail
  2. 2. grail /ɡrāl/ noun: Holy Grail 1. The cup or used by Jesus at the Last Supper, and in which Joseph received Christ's blood 2. A thing that is being earnestly pursued or sought
  3. 3. SPIRITUAL
  4. 4. What is your holy grail?
  5. 5. BILLION dollar problem Fraud Free advertising the
  6. 6. will be lost globally to bots in 2016 ANA - Bot baseline 2015 $7.2 BILLION
  7. 7. ANA - Bot baseline 2015 37% Bots account for up to of overall ad traffic
  8. 8. ANA - Bot baseline 2015 73% Programmatic video has more bots than average
  9. 9. Source: http://www.businessinsider.com/its-more-likely-you-will-survive-a-plane-crash-or-win-the-lottery-than-click-a-banner-ad-2011-6?op=1 You are 87.8 times more likely to apply to Harvard and get accepted than you are to click on a banner ad
  10. 10. Source: AT&T
  11. 11. http://www.carat.com/global/en/news-views/carat-adspend-report-september-2016/ 2016 display advertising spend $21 BILLION
  12. 12. PURCHASEAWARENESS LOYALTY CUSTOMER JOURNEY
  13. 13. Source: Nielsen
  14. 14. LOYALTYAWARENESS ADVOCACY CUSTOMER JOURNEY DISPLAY BRAND BUILDING
  15. 15. YOU
  16. 16. YOU VISIT A SITE
  17. 17. YOU VISIT A SITE VISITS AGAIN, PERFORMS ACTION
  18. 18. YOU VISIT A SITE VISITS AGAIN, PERFORMS ACTION RETARGET AD WITH INTENT DATA
  19. 19. YOU VISIT A SITE VISITS AGAIN, PERFORMS ACTION RETARGET AD WITH INTENT DATA RETARGET CAPTURES INTEREST
  20. 20. YOU VISIT A SITE VISITS AGAIN, PERFORMS ACTION RETARGET AD WITH INTENT DATA RETARGET CAPTURES INTERESTDRIVE VALUE
  21. 21. PURCHASEAWARENESS LOYALTY CUSTOMER JOURNEY DISPLAY DIRECT RESPONSE
  22. 22. Source: invescpro.com 3X Retargeted customers are more likely to click on a retargeted ad
  23. 23. If I could offer you
  24. 24. If I could offer you LOWER ACQUISITION COST
  25. 25. If I could offer you LOWER ACQUISITION COST HIGHER LONG TERM PROFITS
  26. 26. If I could offer you LOWER ACQUISITION COST HIGHER LONG TERM PROFITS INCREASED REVENUE GROWTH
  27. 27. Source: Alex Cheesman If I could offer you LOWER ACQUISITION COST HIGHER LONG TERM PROFITS INCREASED REVENUE GROWTH PREMIUM PRICING
  28. 28. Customer loyalty
  29. 29. Source: Nielsen
  30. 30. Boy hugging dog Source: Nielsen
  31. 31. Boy hugging dog
  32. 32. Boy hugging dog
  33. 33. Source: Nielsen
  34. 34. Customer Retention
  35. 35. Most corporations lose 50% of customers every 5 years https://hbr.org/1996/03/learning-from-customer-defections
  36. 36. Disloyalty stunts company growth by 25 to 50% https://hbr.org/product/the-loyalty-effect-the-hidden-force-behind-growth-profits-and-lasting-value/6870-PBK-ENG)
  37. 37. (https://www.accenture.com/us-en/insight-digital-improve-customer-experience) $1.6 TRILLION The potential revenue up for grabs due to changes in consumer spending and switching among brands is
  38. 38. 38% of marketers say their biggest challenge in 2017 is improving customer acquisition and retention (http://applications.teradata.com/DDM- Survey/welcome/.ashx)
  39. 39. Sexy Source: Nielsen
  40. 40. IT’S NOT SEXY
  41. 41. TEAMWORK
  42. 42. Insert Slack CMO quote
  43. 43. IT’S NOT EASY
  44. 44. Source: Nielsen
  45. 45. Source: Nielsen
  46. 46. BUT GREAT CONTENT Not just content,
  47. 47. What makes great content?
  48. 48. What makes great content? Human Craftsmanship Memorable Thought provoking
  49. 49. “Frequency of interaction builds loyalty and advocacy - 87% of consumers are loyal to brand if they interact with them daily, 64% weekly, 49% monthly.” Source: Stravity
  50. 50. CRAVING FOR DISTRACTION ROUTINE REWARDCUE Habit loop
  51. 51. CRAVING FOR DISTRACTION ROUTINE REWARDCUE
  52. 52. Proving Content ROI
  53. 53. What's the ROI of your dog?
  54. 54. PAGEVIEWS REVENUE % Driving content ROI
  55. 55. Source: FACEBOOK
  56. 56. The Ideal Insights Lead Journey SUBSCRIBERS PAGEVIEWS $$$ LEADS MQLS New visitors to Insights content from all channels Goal is to move this channel to subscribe or sign-upto Insights directly Newsletter Subscriber & Upsell Opportunity Receives newsletter as normal, but also gets enteredinto stream to upset Insights Scorable Lead Contains enough data to be scored by Everstring MQL Scored by Everstring as A rated lead MQL’s, into meetings, into opportunities, into sales Revenue Connected
  57. 57. The Ideal Insights Lead Journey SUBSCRIBERS PAGEVIEWS $$$ LEADS MQLS 2% 8% 15% 15% New visitors to Insights content from all channels Goal is to move this channel to subscribe or sign-upto Insights directly Newsletter Subscriber & Upsell Opportunity Receives newsletter as normal, but also gets enteredinto stream to upset Insights Scorable Lead Contains enough data to be scored by Everstring MQL Scored by Everstring as A rated lead MQL’s, into meetings, into opportunities, into sales Revenue Connected
  58. 58. Insert customer journey on Newscred Source: Nielsen
  59. 59. Insert customer journey on Newscred Source: Nielsen
  60. 60. Summary
  61. 61. NewsCred declaration of content excellence
  62. 62. Thank You! strategy@newscred.com

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