produce,distribute and measure great content marketing

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WELCOME TO THE LINKEDIN CONTENT MARKETING WEBINAR

Jon Lombardo LinkedIn

Content Marketing Lead

Marcus Stoll Newscred

Head of EMEA Marketing

HOW TO PRODUCE, DISTRIBUTE AND MEASURE

GREAT CONTENT MARKETING

AGENDA 1.  Why great content and targeted distribution is essential in modern marketing

2.  The challenges we faced

3.  Our goals and approach

4.  Building our newsroom

5.  The results of our efforts

#linkedincontent @newscred

THE SOPHISTICATED MARKETER’S GUIDE TO SPONSORED UPDATES

WHY GREAT CONTENT IS ESSENTIAL IN MODERN

MARKETING

Content Matters:

10

Number of pieces of content buyers engage with to research their purchase. -Source: Google, Zero Moment of Truth Study

74%74% Of B2B buyers choose a vendor that’s first to help them with useful content. -Source: Inside Sales

90% Amount of purchase process that buyers complete before making contact with vendor. -Source: Forrester

PEOPLE BUY YOUR PERSPECTIVE FIRST AND YOUR PRODUCTS SECOND

Keys to Great Thought-Leading Content YOU NOW SELL WITH YOUR THOUGHT LEADERSHIP

PRO TIP: FOR THE 8 CRITERIA OF THOUGHT LEADERSHIP, CONSULT THE BLOOM GROUP’S BLOG POSTS.

On LinkedIn, Speak to the Professional Mindset

“Spend Time” “Invest Time”

higher than personal

Professional Networks (i.e.: LinkedIn)

-Source: The Mindset Divide: Revealing the Emotional Differences Between Personal and Professional Networks

LINKEDIN MEMBERS ASK FOR THOUGHT LEADERSHIP FROM BRANDS

WHY SPONSORED UPDATES?

DELIVER NATIVE ADVERTISING IN THE WORLD’S ONLY PROFESSIONAL NEWSFEED

12

of Europe's Business Elite visit LinkedIn

weekly1

46% More business decision

makers than comparable business site

2.8X Higher buying power index vs. comparable

business and social sites

28%

1Ipsos European Business Elite; “Business Elite” are senior decision makers (senior manager+) in companies with > 150 employees.

OUR MEMBERS ARE THE MOST INFLUENTIAL AND AFFLUENT ON THE WEB

THREE FEATURES THAT SET SPONSORED UPDATES APART

ACCURATE PROFILE-BASED TARGETING

PROFESSIONAL MINDSET CREATES A FAVORABLE CONTENT MARKETING ENVIRONMENT FOR BRANDS

PREMIUM AUDIENCE AT SCALE

THREE REASONS TO INCLUDE SPONSORED UPDATES IN YOUR MEDIA MIX

MOBILE-OPTIMISED ADS AT SCALE

USEFUL FOR BRAND BUILDING, CONTENT ENGAGEMENT & LEAD GENERATION

PERFORM 3X-5X BETTER THAN TYPICAL DISPLAY ADS

Our Challenges Our Goals and Approach

The Results of our Efforts Building our Newsroom

Introducing NewsCred.

The most comprehensive content marketing software for

the global enterprise.

How can we stand apart in a crowded landscape?


Ad campaigns

Cost center

Brand-led

Always-on content

Revenue driver

We took a different approach.

Value-driven

Great content delivers ROI.

Source: Hubspot 2014

79% of ‘best-in-class’ B2B marketers rate blogs as the most effective customer acquisition tactic.


Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less.



79% of companies that prioritize content marketing report a positive ROI.


Our Goals and Approach


Our Goals and Approach Our Challenges

NewsCred Goals

Is our content reaching the right audience? Grow brand awareness with our target audience, measured by growth in social followers, traffic, and social engagement.



Are the right people engaging with our content? Grow number of influencers engaging with our content (people meaningful to our Sales Team).

NewsCred Goals




Is our content converting? Total subscribes to our blog, subscribers that convert to leads, % of people that convert from our blog to our main website.

NewsCred Goals




Is our content converting? Total subscribes to our blog, subscribers that convert to leads, % of people that convert from our blog to our main website.

Is our content driving the business forward? How many blog subscribes convert to actual leads and how does this trend over time? What is the conversion rate to opportunity stage and deal? And, for every sales deal and customer, how many (and which) pieces of content influence the customer journey?

NewsCred Goals



The Results of our Efforts

Building our Newsroom and Distribution Building our Newsroom

Our Challenges

Content is the connective thread of all marketing.

We built our marketing team with content at the core: -  Managing editor -  Social strategist -  1 designer, 1 front end developer -  8 freelance writers -  Employee contributors


Enterprise calendar / Global asset management / Global approvals & workflows / Social listening & governance / Organic & paid distribution

We manage everything on a single platform.

Licensed Content Custom Content Social Content

Utilize the right mix of content, and scale it.

Licensed Content Boost credibility, publishing cadence and direct traffic with a high-volume of fully-licensed, compliant content.

Custom Content Share on-brand stories and recipes which are created specifically for your brand.

Social Content Leverage snackable content through UGC that engages your target audience.

Custom Content Share on-brand stories which are created specifically for your brand.

Social Content Leverage snackable content through UGC that engages your target audience.

Licensed Content Boost credibility, publishing cadence, and direct traffic with a high-volume of fully-licensed, compliant content.


Understand what your audiences really want.

Early-stage Searches

Middle-stage

Brand Searches

Search / S

ocial 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?


Content for every stage of the buyer’s journey.

NewsCred’s best practices for utilizing content across buyer journey

Top of the Funnel

Quality, custom and licensed content focused on helping to answer our customer’s challenges and define the future of content marketing. Often focuses on longtail SEO keywords.

Middle of the Funnel

High value, original resources created for our Academy. Useful, timely, and also hits on niche topics specific to NewsCred’s offering and solutions.

Bottom of the Funnel

Custom content converting leads to customers: case studies, product offers, comparison guides, analyst reports, etc.

Customer Stage

Retaining customers with content specific to their industry and pain points, newsletters, product updates, and tutorials/training

Awareness

Retain

Evaluation

Purchase


Take design seriously.




Our Challenges

The Results of our Efforts

•  Digestible content: Top 2 posts are infographics.

•  The BuzzFeed effect: 4 of top 10 articles had headlines with words like: "top," "best," "most.”

•  Know your audience: 35% of top 20 articles have the mention of "content marketing" or "content

marketers.”

•  Stats matter: 70% of top 10 articles have numbers in the headline.

•  Stay familiar: 25% of top 20 articles have a brand name mentioned in the headline - Ello, Vice,

BuzzFeed, Nike, and Red Bull.

Newsletters are Vital for Identifying Trends and Takeaways


Increase your cadence and consistency.

0 2000 4000 6000

Twitter

Facebook

LinkedIn

Aug-14

Jan-14

0

5000

10000

15000

20000

25000

30000

Jan

-14

Fe

b-1

4

Mar

-14

Ap

r-14

May

-14

Jun

-14

Jul-1

4

Au

g-1

4

Twitter Followers

Twitter Followers

Social interactions

Best Practices: LinkedIn

–  Cadence: NewsCred posts 2x per day, 5-7 days per week

–  Content: must have content in addition to company updates and recruiting posts > High value content works very well here

–  Voice: most authoritative of the three platforms due to demographics


Best Practices: LinkedIn

QUALITY LinkedIn sponsored stories yields higher quality and value leads than Google Adwords. 60% of leads are MQLs vs 20% coming from Google Adwords. COST LinkedIn Sponsored Updates has a 20% lower cost per name (CPN) generated than native advertising and 75% less CPN than Google Adwords.

ROI Every dollar invested in LinkedIn Sponsored Updates yields more than $17 in revenue, almost 6x the ROI of Adwords. REACH Our unsponsored posts now receive 4.2x more views, indicating that we’re extending our brand’s reach and influence and establishing NewsCred as a resource for marketers.


Best Practices: Targeted Demand Gen

–  Understand the most important people engaging with your brand – who they are, where they work, titles and influence.

–  Understand how influencers are

engaging with your competitor’s content.

Best Practices: Targeted Demand Gen

-  Capture the customers you didn’t even know you had – everyone before “the funnel.”

-  Create look-alike audiences or segments to

retarget or buy media -  Build your social selling strategy by engaging

influencers, important people and prospective buyers on social


1 original and 5 licensed posts/week

5 original and 5 licensed posts/ week

___ Unique visitors increase

By Increasing our Content Production Our Traffic Jumped

BEFORE AFTER April 2014

49% #linkedincontent @newscred

2-5 new articles shared/ week across social channels

~2 new articles and 20 recycled articles shared/ day

Our Social Sharing Drove Increases in Reach and Engagement


___ Social traffic jump

60% ___ Social share increase

2.6x #linkedincontent @newscred

2-5 new articles shared/ week across social channels

~2 new articles and 20 recycled articles shared/ day

But How Did This Translate Into Conversions?


___ Blog subscribe increase

30% ___ Of our normal MQL cost

50%

1 original and 5 licensed posts/week

&

5 original and 5 licensed posts/ week

&


High value content plays a huge role as well. These pieces are our best way to turn blog subscribes into more than just an email address.

–  On average, one whitepaper drives:

2,000 leads

400 leads (20%) in our target demographic*

3 opportunities

–  Including costs around paid distribution, the ROI for one of our

whitepapers is nearly 800%

That’s about $8 back for every $1 we put in

* our target demographic is a Marketing Director or above at a company with $700m+ in annual revenue

But it’s not Just About More Blog Articles


Our Promotion Strategies

•  Sponsored emails •  Sponsored webinars

•  Native ads

•  Events

•  Paid social updates

•  Organic social updates

•  SEM/SEO

•  Direct traffic

•  Internal emails (sales + distro)


How We Are Tracking ROI

•  NewsCred software, marketing automation + CRM •  UTM parameters on our links

•  Campaigns for each effort Track total cost + leads


How We Are Tracking ROI

•  NewsCred, Marketo, Salesforce •  UTM parameters on our links

•  Campaigns for each effort Track total cost + leads


Measure Everything – From Lead to the Sale

Measure revenue •  Deals closed •  Monthly Revenue •  MRR / Customer

Track costs •  Cost •  CPL •  CAC

Understand value •  Monthly Profit •  Months to break even •  LTV •  LTV/ CAC


Leads that have engaged with content are twice as likely to accept a meeting with us.


Leads that have engaged with content are twice as likely to accept a meeting with us.

…and once they turn into a client


Client Engagement w/ Content = Loyalty & Renewals

___ Higher renewal rate

41% ___ More likely to be upsold

33% ___ Higher MRR than average

24%


Our content directly influenced over $72M in customer lifetime

value in 2014.


Want to learn how to apply similar strategies for your brand?


Want to learn how to apply similar strategies for your brand?

We can help. Our end-to-end software platform is built to help you create content people love.


Drive real ROI.

Operationalize your content marketing efforts across every channel – all on a single platform.

Simplify and scale.

Prove business impact by engaging the right people, at the right time and place.

We’re defining the future of marketing. Content first. People-focused.

Create

NewsCred is the only global enterprise platform for content marketing.

Creation & Curation •  Original content network •  5,000 licensed publishers •  Rights cleared UGC content •  Extensive image rights

Content Production •  Long form content creation and editing •  Image editing and brand management •  Global asset management •  Intelligent content recommendations

Global Workflows •  Content & social calendars •  Enterprise workflows and task

management •  Streamlined approval process

Governance •  Social listening & engagement •  Legal & compliance approvals •  Campaign & asset permissions •  Brand checklists

Distribution •  Fully-integrated content

hubs & blog templates •  Social & web publishing •  Paid amplification

Analytics •  People, content & social

analytics •  Influencer & competitor

analytics •  Audience segments & exporting

Services •  Strategic and editorial consulting •  24/7 global support & 10 min response time •  Global implementations & dedicated

support

Manage

Optimize

produce,distribute and measure great content marketing

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