the future of content marketing
TRANSCRIPT
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The Future of Content Marketing
Shafqat Islam, Co-founder +
CEO, NewsCred
@newscred
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A Glimpse Into the Future
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The content journey is the customer journey.
People engage with 11.4 pieces of content
before making a purchase
Source: Nielsen
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Content marketing is an imperative.
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We’ve come a long way.
200 customers
70% global enterprises
40 countries
10 languages
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We’ve learned that we can boil down the objectives of all of our
customers into three simple goals:
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IMPROVE OPERATIONAL EFFECTIVENESS AND EFFICIENCY ACROSS THE
MARKETING ORGANIZATION
01
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MANAGE AGAINST RISK AND COMPLIANCE WHILE ENSURING BRAND CONSISTENCY
02
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INCREASE REVENUE
03 We believe marketing is a profit center not a cost center. So this one is important. Let’s break it down.
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INCREASE REVENUE
03 We believe marketing is a profit center not a cost center. So this one is important. Let’s break it down.
We believe marketing is a profit center not a cost center. So this one is important. Let’s break it down.
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Drive greater conversion and sales
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Improve brand awareness and share of voice
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They’re both important.
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As Content Marketers, we think of ourselves as publishers.
We’re not. The end goal is
business action, not eyeballs.
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Pageviews
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Pageviews
Engagement
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Pageviews
Engagement
Performance
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If you’re not creating meaningful content that drives business
results…
…you’re just contributing to the noise.
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This is the problem we’re solving.
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If you are a brand marketer, you’ll know if your content is generating
engagement, subscribers, or online sales
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If you are a performance marketer you’ll know if your content is generating
leads, opportunities, and deals
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We help you win through three simple steps:
Publish
Measure (ROI) Recommend
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START BY PUBLISHING EXCEPTIONAL CONTENT
01
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Marketers say creating high quality content at scale is hard.
We solve that.
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MEASURE THE BUSINESS OUTCOMES
02
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We already give you consumption metrics like pageviews and engagement. But it leads to deeper questions
(the 5 W’s).
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Who is viewing my content? What type of content is my audience engaging with? When and for how long are they viewing it? Where is my audience viewing my content? Why are they viewing it?
1
2
3
4
5
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How much is my content worth?
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We’re solving the attribution problem for
content marketing.
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COMPLETE THE FEEDBACK LOOP
03 We believe marketing is a profit center not a cost center. So this one is important. Let’s break it down.
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By using insights to create better content. Recommendations that help you understand
what’s working, what’s not, and why
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Content marketing is an imperative.
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The goal isn’t to
be good at content.
The goal is to be good at business using content.
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Thank you!
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41% of marketers say their biggest challenge is lack of integration
across marketing
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60% of marketers say their biggest challenge is measuring content effectiveness and proving ROI
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