Building Relationships with Content

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

”

“

@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.

”

“

@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

”

“

@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

”

“

@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

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

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

Building Relationships with Content

Marketing

Transcript of Building Relationships with Content