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Shafqat Islam, Co-founder and CEO, News Cred ContentSeo2017

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Shafqat Islam founded NewsCred, a leading content marketing platform. He manages the strategic growth of the company, pioneering a new content ecosystem for brands and publishers. Shafqat will share how NewsCred uses content marketing to drive brand awareness, deliver qualified buyers and achieve higher conversion rates.

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Shafqat Islam, Co-founder and CEO, News Cred ContentSeo2017

  1. 1. How NewsCred Does Content Marketing: Attract, Capture + Convert Shafqat Islam CEO
  2. 2. Agenda 01 The Content Imperative 02 How Content Drives Value 03 How NewsCred Does Content Marketing: Attract, Capture + Convert @newscred | #ThinkContent
  3. 3. The Content Imperative 1
  4. 4. Content powers the customer experience.
  5. 5. At NewsCred, we believe content marketing is the single most effective way to deliver more engaged, better qualified buyers into your digital experiences.
  6. 6. 84%of people expect brands to produce content Source: Meaningful Brands 2017, Havas Group
  7. 7. 60%of all content created by brands is poor, irrelevant, or fails to deliver Source: Meaningful Brands 2017, Havas Group
  8. 8. How Content Drives Value 2
  9. 9. Content marketing is the act of delivering users value at every interaction. @newscred | #ThinkContent
  10. 10. WHAT CUSTOMERS WANT CONTENT MARKETING BRAND PURPOSE It’s important to remember that the content you produce needs to be valuable for both your brand and your audience I AM GREAT
  11. 11. “Content” Can Take Many Forms ● Blog posts ● Videos + motion graphics ● Infographics ● Podcasts ● Social media posts ● Email newsletters ● Events @newscred | #ThinkContent
  12. 12. Drives Marketing-Influenced Revenue Leverage content marketing to achieve increases in leads, conversions, and upsell/cross-sell revenue attributed to marketing. 0 1 How Content Creates Value for Your Brand Increases Brand Equity Increase awareness, loyalty, and value of the brand through effective content marketing programs. 02 @newscred | #ThinkContent
  13. 13. How NewsCred Does Content Marketing: Attract, Capture + Convert 3
  14. 14. NewsCred’s Content Marketing Goals Are Simple: Revenue Generation Content Marketing Revenue
  15. 15. Content Marketing Stages: Attract, Capture + Convert ATTRACT CAPTURE CONVERT Attracting the right audience: How do we bring the right people to our site? Keeping your audience: How do we capture this engaged audience to bring them into our ecosystem? Moving them to a desired action: How do we ensure our captured audience moves through the funnel to become MQLs?
  16. 16. KPIs Used by NewsCred for Each Stage Attract Capture Convert Site Traffic Top Performing Sources Top Performing Content Newsletter Sign-Ups Articles Viewed Time on Site Engagement Rate New Member Sign-Ups TCU Sign-Ups Returning Visitors Returning Traffic Sources MQLs Generated Meetings Held New Opportunity Pipeline Created Deals Influenced Organic/SEO News vs Returning
  17. 17. The average NewsCred prospect reads 20 pieces of content before becoming a customer.
  18. 18. NewsCred’s Lead Journey Through Each Stage of Attract, Capture + Convert SUBSCRIPTIONS PAGEVIEWS OPPS LEADS MQLS New Visitors to Insights Content from All Channels: Goal is to move this channel to subscribe or sign-up to Insights directly Newsletter Subscriber + Upsell Opportunity: Receives newsletter as normal, but also gets entered into stream to upsell to Insights Scorable Lead: Contains enough data to be scored by Everstring MQL: Scored by Everstring as A-rated lead Opps: Revenue-connected 2% 8% 33% 15%
  19. 19. ATTRACT 01
  20. 20. In our experience, marketers with a documented content marketing strategy are 5x more likely to succeed.
  21. 21. Key elements of a successful content strategy: What are your marketing objectives? What research do you have about the content your customers want? Does your content meet their needs? What internal and external resources are required to run your content marketing engine? What process will produce the most effective results? What conversations do you want to own? How can we curate incredible content that drives towards your business goals? How can we connect our content with the right audience at the right time? How can we use performance data to optimize? DEFINE INSIGHT PLAN CURATE DISTRIBUTE MEASURE + OPTIMIZE ACTION ITEM: Always continue to test & learn!
  22. 22. At NewsCred, our vision is to publish exceptional content that inspires content marketers to tell great stories and drive business results. MISSION STATEMENT
  23. 23. Senior-level content marketers and champions at enterprise companies. TARGET AUDIENCE
  24. 24. We’re committed to quality over quantity. @newscred | #ThinkContent
  25. 25. To provide our readers with value at every interaction, we create content that is in-depth, long-form, data- and research-driven, and tactical. Brand spotlights Actionable stories Trend pieces Thought leadership Industry News @newscred | #ThinkContent
  26. 26. To hold ourselves accountable, we developed a content scorecard that’s integrated into our CMS.We fill it out for each piece of content we publish – and if something doesn’t meet those standards, we don’t publish it! @newscred | #ThinkContent
  27. 27. Using licensed content, we’ve established a publishing cadence that allows us to publish quality content every weekday. Each week we publish: ● 2 original stories ● 1 industry roundup ● 2 licensed stories But only if the stories meet our editorial standards. @newscred | #ThinkContent
  28. 28. The customer journey is more complicated than ever. There are countless touchpoints, on and offline, where users can interact with brands. @newscred | #ThinkContent
  29. 29. For their content to be effective, brands must meet audiences where they are.
  30. 30. All of our distribution channels lead back to NewsCred Insights.
  31. 31. SUBSCRIPTIONS PAGEVIEWS LEADS MQLs OPPS Measuring content performance starts with a quality content experience.
  32. 32. We use these KPIs to measure the “Attract” stage of the buyer journey. Attract Capture Convert Site Traffic Top Performing Sources Top Performing Content Newsletter Sign-Ups Articles Viewed Time on Site Engagement Rate New Member Sign-Ups TCU Sign-Ups Returning Visitors Returning Traffic Sources MQLs Generated Meetings Held New Opportunity Pipeline Created Deals Influenced Organic/SEO News vs Returning
  33. 33. The Gift that Keeps on Giving: NewsCred’s #ThinkContent Awards: 50 Best Content Marketing Brands of 2017
  34. 34. CAPTURE 02
  35. 35. We wait until readers are highly engaged – 50% scroll.
  36. 36. A 50% page scroll triggers a pop-up lightbox.
  37. 37. The lightbox outperforms all other CTA placements by 10x. of all subscriptions 70 % NewsCred’s email newsletter subscribers come both through static subscription forms on the sidebar, and a lightbox pop-up which appears when page scroll length is at halfway. This lightbox represents 70% of all sign-ups.
  38. 38. SUBSCRIPTIONS PAGEVIEWS LEADS MQLs OPPS Newsletter subscriber rate provides the first step of the funnel journey. 2%
  39. 39. CONVERT 03
  40. 40. NewsCred sends out 4 newsletters per week, which feature no promotional messages, except for footer links to high-value content. This creates return visits and generates trust for upsell. We deliver a pure content email experience – without self-promotion.
  41. 41. Email Newsletter Performance Results Conversion Rate 3x Visitors from the newsletter convert into high-value goals for NewsCred at 3x the average site conversion rate.
  42. 42. Building a newsletter database also lowers your program costs. ● Email makes up nearly 44% of all NewsCred’s traffic ● Result: Less dependence on paid spend, plus a more sustainable program
  43. 43. We signpost at every user journey point.
  44. 44. We signpost to direct users to more content.
  45. 45. Journey leads to high-value gated content
  46. 46. Converting Customers via Email NewsCred sends out 4 newsletters per week, which feature no promotional messages, except for footer links to high-value content. This creates return visits and generates trust for upsell.
  47. 47. 66%of all NewsCred’s high-value leads are created through our email channel
  48. 48. We make an effort to create pillar content, then scale and distribute it across our ecosystem. Blog post Social media posts Email newsletter WebinarVideo Gated content collection
  49. 49. SUBSCRIPTIONS PAGEVIEWS MQLs OPPS NewsCred’s Approach to Conversions: 2% LEADS 8%
  50. 50. Lead Source is Assigned Based on the High-Value Content Upsell ● Example case here: subscriber became a lead from the webinar ● Marketo trigger assigns Lead Source based on this high- value action and syncs with SFDC ● Any further deal attribution will refer back to this lead source to tie the deal back to content marketing
  51. 51. 40%of all NewsCred’s revenue is directly attributed to content marketing.
  52. 52. 100%of NewsCred’s revenue is influenced by content.
  53. 53. Published: October 20, 2016 Pageviews: 2,463 Readers: 1,573 Engaged Time: 1:07 Engagement Rate: 46% Our ROI analytics give insights into posts that are driving business results – even if they don’t appear to be high performers on the surface. Leads Reached: 448 Leads Generated: 9 Deals Influenced: 6 Revenue Influenced: $950,378
  54. 54. NewsCred’s Lead Journey through each stage of Attract, Capture + Convert SUBSCRIPTIONS PAGEVIEWS OPPS LEADS MQLS New visitors to Insights content from all channels Goal is to move this channel to subscribe or sign-up to Insights directly Newsletter Subscriber + Upsell Opportunity Receives newsletter as normal, but also gets entered into stream to upsell to Insights Scorable Lead Contains enough data to be scored by Everstring MQL Scored by Everstring as A rated lead Opps Revenue connected 2% 8% 33% 15%
  55. 55. Key Takeaways @newscred | #ThinkContent ● Attract: Build a quality audience that is truly engaging with your content. ● Capture: Get your audience to opt-in to more content so you can control the conversation and drive them towards conversion. ● Convert: Drive your captured audience towards intentional high-value conversions that can be connected to a business value. ● Attribute: Work with your tech stack and acquisition teams to follow attribution best practices to get reportable credit at the bottom of the funnel. ● Influence: Look at the the full value of content marketing across all lead sources and touchpoints.
  56. 56. Questions?
  57. 57. Thank you!

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