Content Marketing in the Performance Era: NewsCred's Shafqat Islam
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At #ThinkContent 2017, NewsCred Co-founder and CEO Shafqat Islam spoke about how the content marketing industry is headed into the era of performance – and why that will allow marketers to execute their most ambitious, creative work yet.
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Content Marketing in the Performance Era: NewsCred's Shafqat Islam
- 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
- 7. The goal isn’t to be good at content. The goal is to be good at business using content.
- 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
- 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
- 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
- 32. Initial Results 470K 470K uses of #breaking2 hashtag 600K 600K mentions of Nike 87% 87% positive sentiment
- 33. 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
- 34. 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
- 36. We know this is very hard to do
- 37. The Science of Content Marketing
- 38. 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
- 39. 39 A Proprietary Methodology with Predictable Results
- 40. 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
- 42. An index that assesses the maturity of your content marketing program
- 43. Some industries are ahead of others 0. 12.5 25. 37.5 50.
- 44. What is your north star?
- 45. What makes the content marketing performance era different?
- 46. We can have both EXCEPTIONAL CONTENT and the ability to MEASURE IT
- 47. We exist to help you predictably achieve these goals
- 48. But ultimately you are the revolutionaries that will make marketing great
Editor's Notes
- Change title
- This is what you need to end up with, a clear understanding of all the touchpoints, assets and data sources that sit across the buyer journey. How do you connect the dots, what is the linkage between 1 stage and the next
- This is what you need to end up with, a clear understanding of all the touchpoints, assets and data sources that sit across the buyer journey. How do you connect the dots, what is the linkage between 1 stage and the next
- This is what you need to end up with, a clear understanding of all the touchpoints, assets and data sources that sit across the buyer journey. How do you connect the dots, what is the linkage between 1 stage and the next
- Is this readable on screen?
- Is this readable on screen?
- Font seems inconsistent here – Dan can you compare against?
- Check font sizes here Dan
- https://www.youtube.com/watch?v=hm37fUTvovc
- Dan please check our font sizes and fonts on 31, 32, 33
- Again, dan, please check font sizes/consistency here
- Check for readability on large screen
- Hey Dan – goal for this slide is for these words to be really big (probably don’t need the box) with the icons next to the words. Vertical orientation may be best. Not focusing on steam but these 5 pillars of STRATEGY, TRAFFIC, ENGAGEMENT, ACTION, MONETIZATION. Header on this slide should read The NewsCred Methodology