Content Marketing in the Performance Era: NewsCred's Shafqat Islam
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Content Marketing in the Performance Era Shafqat Islam Co-founder & CEO NewsCred
Transcript of Content Marketing in the Performance Era: NewsCred's Shafqat Islam
Content Marketing in the PerformanceEra
Shafqat Islam
Co-founder & CEO
NewsCred
We’ve come a long way
in five short years…
As content marketers, we used
to think of ourselves as
publishers.
We’re not. The end goal is
business action, not eyeballs.
PAGEVIEWS
ENGAGEMENT
PAGEVIEWS
ENGAGEMENT
PAGEVIEWS
PERFORMANCE
The goal isn’t to be good at
content.
The goal is to be good at
business using content.
1GrowMarketingInfluencedRevenue
DriveOperationalEfficiency
2
IncreaseBrandEquity
3
But performance
often comes at a cost
People don’t like it
Attention is a
scarce commodity
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
21M30M 39M
54M
121M
181M
216M236M
145M
275M
380M
DESKTOP BROWSERS
MOBILE BROWSERS
Apr 2009 - Dec 2016 • PageFair
People are ignoring your ads.
And it’s even scarier if you
consider millennials on
mobile.
Loyalty is dead
58%of shoppers
enrolled in loyalty
programs don’t
use the program
at all
of buyers will
shop around at
every purchase87%
Every purchase cycle is a
battleground to win a customer
Waste not
Want not
Only 9% of total ad impressions
get looked at for more than a
second
21
22
100
54
35
90
10
20
30
40
50
60
70
80
90
100
110
Impressions ViewableImpressions
ViewedImpressions
Impressionsviewed for >1s
% o
f Im
pre
ssio
ns
That is the irony of
performance marketing
But the fatal flaw
is not in performance
Exceptional storytelling
performs better
People don’t buy what you do.
They buy why you do it.
Purpose-driven brands
grow 3x faster than the S&P 500
Brands that could be identified by
their ideals were 4x more profitable
than the S&P 500
If you’re not creating
MEANINGFUL CONTENTthat drives business results…
… you’re just contributing to the
NOISE
Initial Results
470K470K uses of
#breaking2 hashtag
600K600K mentions
of Nike
87%87% positive
sentiment
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
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
Society of Grownups
We know this is very
hard to do
The Science of
Content Marketing
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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
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A Proprietary
Methodology with
Predictable Results
The NewsCred Methodology
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STRATEGY TRAFFIC ENGAGEMENT ACTION MONETIZATION
Measuring and
optimizing for
highest-quality
traffic
Documented content
marketing strategyAttracting more of
the right trafficDriving the desired
behaviors
Correlating against
real business
outcomes
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The Content
Marketing
Maturity Index
An index that assesses the
maturity of your content
marketing program
Some industries are ahead of others
0. 12.5 25. 37.5 50.
What is your north star?
What makes the content
marketing performance era
different?
We can have both
EXCEPTIONAL CONTENTand the ability to
MEASURE IT
We exist to help you predictably
achieve these goals
But ultimately you are the
revolutionaries that will make
marketing great
