Post on 28-Jul-2015
Building Relationships with
Content
Welcome
Micheal Brenner Head of Strategy, NewsCred
Anna Talerico Co-Founder, ion interactive
Content marketing trends
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I have no pa*ence for useless things. @BrennerMichael
@BrennerMichael @BrennerMichael @BrennerMichael
4.75 billion piece of content are shared
1.8 billion photos are uploaded and shared
500 million tweets are posted
700 million snapchats are sent
Every single day…
@BrennerMichael
5,000 78% 94% 44% 90%
marketing messages per day
“Do Not Call” list
skip TV ads
direct mail never opened
of emails never opened
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#ThinkContent @BrennerMichael
It’s not all bad, right?
@BrennerMichael
@BrennerMichael
#C2C15 @BrennerMichael
Marke*ng has a marke*ng problem!
@BrennerMichael
73% of people surveyed wouldn’t care if the brands they use disappeared from their life.
*Co.Exist
@BrennerMichael
People don’t buy what you do. They buy why you do it.”
Simon Sinek
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@BrennerMichael
#C2C15
@BrennerMichael
Companies who focus on connecting with their consumers have a growth rate triple that of their competitors. 3X
@BrennerMichael
60-‐70% of marke*ng content goes completely unused.
*Sirius Decisions @BrennerMichael
@BrennerMichael
Behind every piece
of bad content is an executive
who asked for it.
@BrennerMichael
TWEET THIS!
We tune out the noise.
@BrennerMichael
The first online banner ad -‐ 1994
@BrennerMichael
Banners Today? You are more likely to . . .
@BrennerMichael
Banners have 99 problems and a click ain’t one.
”
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@BrennerMichael
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#ThinkContent @BrennerMichael
The average attention span of a person has dropped from 12 seconds in 2000 to 8 seconds.
The average attention span of a goldfish is 9 seconds.
~ (Statistic Brain)
@BrennerMichael
We need to stop interrup*ng what people are interested in and be
what people are interested in.
#thinkcontent
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@BrennerMichael
Our iden*ty is defined by what we share.
68% of people share to give others a better
sense of who they are and what they care
about.
*New York Times, 2014
@BrennerMichael
Behind every tweet, share, visit and purchase is a person, like you and me.
@BrennerMichael
People What Brands
Produce
What Customers
Want
@BrennerMichael
Content Marke*ng is all the Marke*ng that’s leS.
Seth Godin
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@BrennerMichael
Content Marke*ng ROI is 4X our tradi*onal marke*ng spend.
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Julie Fleischer, Kraft
@BrennerMichael
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-‐driven
Con*nuous content
People
Marketers are taking a new approach.
@BrennerMichael
The metrics we use today barely scratch the surface.
PAGEVIEWS
PURCHASES
PATHS TO SALE
TOP PAGES
GOAL CONVERSIONS
REPEAT VISITS
RETURN VISITS
CLICKS
UNIQUES
SUBSCRIBERS
CONVERSIONS
COMMENTS
LIKES
TWEETS SHARES
BOUNCE RATE
TIME SPENT
PAGES PER VISIT SESSIONS
@BrennerMichael
You don’t know anything about me. @BrennerMichael
It’s not about more people. It’s about the right people.
And using data-driven insights to reach the right people at the right place and the right time.
@BrennerMichael
@BrennerMichael
@BrennerMichael
@BrennerMichael
@BrennerMichael
What is going on? @BrennerMichael
Do you really know your audience?
• Who they are? • What content do they want? • On which channels do the get it? • How they engage with your competitors?
@BrennerMichael
So how do we use content to build rela*onships at scale?
@BrennerMichael
How To Use Content To Build Rela*onships At Scale
Know your audience. Understand who your audience really is and what they want. 1
Make smarter decisions. Make owned, earned, AND paid media work harder through intelligent feedback loops.
3
Know what content works. Get an in-depth look at the content journeys of your audience and understand what sticks.
2
@BrennerMichael
• Drive visibility and awareness as prospects enter buyer journey
• NewsCred Audience Insights
• Market to consumers during research phase
• Marketing Automation
• What people buy
• POS
Stage Tac*cs Tools
Awareness
Retain
Evalua*on
Purchase
• Who bought it
• CRM / Loyalty
Social Listening • Hot topics, Influencers, etc.
@BrennerMichael
• Drive visibility and awareness as prospects enter buyer journey
• NewsCred Audience Insights
• Market to consumers during research phase
• Marketing Automation
• What people buy
• POS
Stage Tac*cs Tools
Awareness
Retain
Evalua*on
Purchase
• Who bought it
• CRM / Loyalty
Social Listening • Hot topics, Influencers, etc.
@BrennerMichael
• Drive visibility and awareness as prospects enter buyer journey
• NewsCred Audience Insights
• Market to consumers during research phase
• Marketing Automation
• What people buy
• POS
Stage Tac*cs Tools
Awareness
Retain
Evalua*on
Purchase
• Who bought it
• CRM / Loyalty
Social Listening • Hot topics, Influencers, etc.
@BrennerMichael
Reach, engage and convert the right people.
Early-‐stage Searches
Middle-‐stage
Brand Searches
Search / Social Volume
What is Content Marketing? (10-3000 X)
Who is the best Content Marketing provider?
(2-10 X)
NewsCred Content Marketing software
is how awesome?
@BrennerMichael
1. Who is engaging with your compe*tor’s content?
@BrennerMichael
2. Understand their content journey
@BrennerMichael
3. Execute targeted and personalized demand gen
@BrennerMichael
4. Measure the results
@BrennerMichael
5. Follow their journey into your “funnel”
@BrennerMichael
@BrennerMichael
1 U*lize Audience Insights to determine
2 Create + understand look-‐alike audiences
• Who is engaging? • What topics are performing? • What competitor content is
your audience engaging with?
3 Leverage look-‐alike targe*ng for social
4 Convert them to sales
• Online • Offline
SPONSORED AD
Strategically amplify your paid media campaigns For example, export a list of the Twitter IDs of your most engaged users, influencers and segments and run targeted ads against those IDs
@BrennerMichael
High fiving a million angels @BrennerMichael
Capgemini ContentLoop.com
• Licensed content on Linked Sponsored updates
• Drives to branded Content Loop
• Offers to deeper content
• Recommendations to connect with experts
Results: ~1M visitors / year + 3K new LinkedIn followers per week + High Quality Leads + Sales / ROI
Content Marke*ng Roadmap • Budget • Destination • Frequency • Amplification / Optimization • Collaboration (Who does what)
Discovery Des*na*on Team Topic Models Customer Journey
KPIs / Repor*ng Op*miza*on
• Business Case • Current State • Budget
• Branding/Design • Platform • Firm Integration
• Who does what? • Agency • NewsCred • Distribution
• Structure • Topics • Types
• Content by Stage • Conversions • Subscriptions
• Define report • Who / when?
• Content • Platform • Distribution
@BrennerMichael
Old way
Brand-led
Ad campaigns
Demographics
New way
Customer-‐driven
Con*nuous content
People
Marketers are taking a new approach.
@BrennerMichael
The customer has always been in charge. ShiS from brand experience to consumer experience. Personaliza*on is the driver.
Brand Experience Consumer Experience Personaliza*on
@BrennerMichael
@BrennerMichael
Your audience wants stories. Created just for them. Will you give it to them?
@BrennerMichael
When your audience becomes an individual buyer, they want conversations that pick up where the content left off. @annatalerico
But “digital body language” of clicks, downloads and page views doesn’t make that easy for the sales person to do!
This is how the buyer looks to sales when all they have to go on is digital body language. A faceless set
of clicks, downloads and page views.
Are you empowering sales to really know your buyer? Can they connect and have conversations
where the content left off?
You can use content insights to help your sales team build one-on-one relationships
with your buyers.
digital'body'language' digital'dialogue'
Salesperson*must*sleuth*through*a*large*amount*of*micro3touches*to*try*to*infer*the*needs*and*issues*of*the*prospect.*There*is*zero*guidance*from*marke:ng*for*how*to*interpret*this*pile*of*data.*
Salesperson*sees*the*prospect’s*answers*to*assessments,*calculators,*planners,*etc.*—*in#context#—*in*a*format*that’s*easy*to*interpret,*augmented*with*relevant*sales*enablement*guidance*from*marke:ng.*
“Your audience wants stories, created just for them.” @BrennerMichael “When your audience becomes an individual buyer, they want conversations that pick up where the content left off.” @annatalerico