ThinkContent London 2017: Neil Barlow, NewsCred
- 1. Demonstrating the impact content marketing can have on your business’ growth and success Neil Barlow | Enterprise B2B Sales Director, NewsCred CLIENT STORIES:
- 2. Agenda What is NewsCred Panasonic Client Story (B2B) Rue La La Client Story (B2C) 1 2 3
- 3. The Goal is Not To Be Good at Content. The Goal is To Be Good at Business Using Content.
- 5. Increase Marketing Influenced Revenue 02
- 6. Your Complete Solution for Enterprise Content Marketing EXPERTISETECHNOLOGY CONTENT
- 7. Key Elements of a Successful Content Program What are your marketing objectives? What research do you have about what content your customers want? Does your content meet their needs? How will you use content to align your business objectives with the customer insights? What ideas for content do you have and who will create or repurpose it? How will we connect our content with the right audience at the right time? How do we use performance data to optimize our activity? Always Continue to Test & Learn! DEFINE INSIGHT PLAN CREATE DISTRIBUTE MEASURE + OPTIMIZE
- 9. Improve Brand Equity • Increase brand relevancy by answering the questions their prospects and customers have throughout the customer journey • Increase thought leadership to demonstrate Panasonic’s understanding of the industry in order to positively differentiate the Panasonic brand Increase Marketing Influenced Revenue • Prevent lead erosion • Increase MQLs and SQLs • Increase total email subscribes DEFINE
- 10. Key Elements of a Successful Content Program Target Audiences Field Workers: Panasonic provide purpose-built mobility solutions, not COT devices, to enable them to do their jobs more efficiently. IT Support: Panasonic delivers exceptional reliability and support service, eliminating strain on the IT team, so they can shift their focus from break/fix issues to using technology for strategic growth. CFO: Panasonic’s mobility solutions and associated service offerings deliver a high ROI and low total cost of ownership, ensuring investments deliver value. Industry Focuses Field Services: Utilities, Energy and Oil & Gas Transportation, Logistics & Supply Chain Management Insurance and Financial Services INSIGHT
- 11. 45 percent of decision-makers and 48 percent of C-suite executives said that a company’s thought leadership directly led them to award business to that firm Edelman-Linkedin Research Study INSIGHT
- 12. The Customer Journey Attract 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 to we ensure our captured audience moves through the funnel to become MQLs A TTRACT CAPTU RE CONV ERT PLAN
- 13. CREATE
- 15. Indicators of Success MEASURE + OPTIMIZE Attract the right audience: Pageviews, TTR, attention time, new vs. returning visitors, earned media pick-up Keeping your audience: Newsletter subscriptions, % of returning visitors Moving them to a desired action: MQLs attributed to content, SQL, sales pipeline, revenue and deals influenced A TTRACT CAPTU RE CONV ERT
- 16. SPOTLIGHT ON:
- 17. Improve Brand Equity • Improve brand loyalty amongst an audience simply looking for the biggest discount • Re-inforce the brand as a style authority and build trust in Rue’s expertise • Increase social followers • Engage existing readers by enriching their experience with relevant content Increase Marketing Influenced Revenue • Grow cookie pool and email lists • Drive engaged users to the boutique to buy DEFINE
- 18. Rue La La’s Hypothesis The Time Economy In the digital economy the limiting factor is not money – the limiting factor is time and attention. At Rue La La, the question of time comes down to the 4 hour window between 11 am and 3 pm - the time when the day’s curated, “boutique,” opens and the 48 hour life span of a sale begins. The challenge is to create reasons for customers to visit the site or check the app during the other 20 hours of a day. INSIGHT We’re fixated on getting customers’ attention. I want to capture more of those time slices you have each day. If we inspire you, if we get you interested, you will buy Rue La La, CEO
- 19. By increasing time on site by 16%, conversion rates ramp up 10%. Pages per session also correlated solidly with revenue growth. The E-Commerce Benchmark KPI Study 2017 INSIGHT
- 20. The Customer Journey Attract 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 to we ensure our captured audience moves to e-commerce sales A TTRACT CAPTU RE CONV ERT PLAN
- 21. CREATE
- 23. Indicators of Success MEASURE + OPTIMIZE Attract the right audience: Pageviews, total time reading, attention time, new vs. returning visitors Keeping your audience: Social following (Facebook, Twitter, Pinterest, Instagram), email subscribers, app downloads Moving them to a desired action: Conversions to the .com, AOV from content A TTRACT CAPTU RE CONV ERT
- 24. Key Elements of a Successful Content Program What are your marketing objectives? What research do you have about what content your customers want? Does your content meet their needs? How will you use content to align your business objectives with the customer insights? What ideas for content do you have and who will create or repurpose it? How will we connect our content with the right audience at the right time? How do we use performance data to optimize our activity? DEFINE INSIGHT PLAN CREATE DISTRIBUTE MEASURE + OPTIMIZE Always Continue to Test & Learn!
- 25. ATTRACT CAPTURE CONVERT Top Performing Sources Newsletter Sign-Ups MQLs Generated Pageviews Returning Visitors Opportunities Influenced Top Performing Content Returning Traffic Sources Revenue Influenced Unique Visitors Social Following Cost per Acquisition Engagement Rate Gated Downloads Deal Acceleration Attention Time Bounce Rate Unbranded Search Traffic # of Backlinks New vs. Returning What people in B2B should be measuring
- 26. ATTRACT CAPTURE CONVERT Top Performing Sources Newsletter Sign-Ups Revenue Influenced Pageviews Social Following Average Order Value Top Performing Content Returning Visitors Order Frequency Unique Visitors Returning Traffic Sources Coupon Download/Usage Engagement Rate Form Submissions Customer/Friend Referral Attention Time App Downloads Cost per Acquisition Unbranded Search Traffic Bounce Rate # of Backlinks New vs. Returning What people in B2C should be measuring
- 27. Questions? Interested in a copy of this presentation?
- 28. Thank you