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Content Marketing in the Performance Era: NewsCred's Shafqat Islam
The document discusses the evolution of content marketing, emphasizing that its primary goal is driving business actions rather than merely gaining views or engagement. It highlights the challenges of maintaining audience attention amidst ad-blocking trends and the importance of meaningful, purpose-driven content for better performance. Additionally, it introduces a content marketing maturity index to help assess and improve content marketing strategies across various industries.
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Similar to Content Marketing in the Performance Era: NewsCred's Shafqat Islam
Content Marketing in the Performance Era: NewsCred's Shafqat Islam
- 1. Content Marketing inthe Performance Era Shafqat Islam Co-founder & CEO NewsCred
- 2. We’ve come along way in five short years…
- 3. As content marketers,we used to think of ourselves as publishers. We’re not. The end goal is business action, not eyeballs.
- 4.
- 5.
- 6.
- 7. The goal isn’tto be good at content. The goal is to be good at business using content.
- 8.
- 9.
- 10.
- 11. But performance often comesat a cost
- 12.
- 13. Attention is a scarcecommodity
- 14. 14 Ad blocking isnow on 615 million devices Jan 2010 Jan 2011 Jan 2012 Jan 2013 Jan 2014 Jan 2015 Jan 2016 Jan 2017 21M 30M 39M 54M 121M 181M 216M 236M 145M 275M 380M DESKTOP BROWSERS MOBILE BROWSERS Apr 2009 - Dec 2016 • PageFair
- 15. People are ignoringyour ads. And it’s even scarier if you consider millennials on mobile.
- 16.
- 17. 58% of shoppers enrolled inloyalty programs don’t use the program at all
- 18. of buyers will shoparound at every purchase 87%
- 19. Every purchase cycleis a battleground to win a customer
- 20.
- 21. Only 9% oftotal ad impressions get looked at for more than a second 21
- 22.
- 23. That is theirony of performance marketing
- 24. But the fatalflaw is not in performance
- 25.
- 26. People don’t buywhat you do. They buy why you do it.
- 27. Purpose-driven brands grow 3xfaster than the S&P 500
- 28. Brands that couldbe identified by their ideals were 4x more profitable than the S&P 500
- 29. If you’re notcreating MEANINGFUL CONTENT that drives business results…
- 30. … you’re justcontributing to the NOISE
- 32. Initial Results 470K 470K usesof #breaking2 hashtag 600K 600K mentions of Nike 87% 87% positive sentiment
- 33. Initial Results 2T 2 trillionimpressions 5M 5 million views of the livestream 4 CHAPTERS 4 chapters of content (text and video) on their hub
- 34. Initial Results 5.2X 5.2X more engagementon 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
- 35.
- 36. We know thisis very hard to do
- 37. The Science of ContentMarketing
- 38. 38 The Content Marketing Maturity Curve PUBLISHINGCONTENT 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
- 39.
- 40. The NewsCred Methodology 40 STRATEGYTRAFFIC ENGAGEMENT ACTION MONETIZATION Measuring and optimizing for highest-quality traffic Documented content marketing strategy Attracting more of the right traffic Driving the desired behaviors Correlating against real business outcomes
- 41.
- 42. An index thatassesses the maturity of your content marketing program
- 43. Some industries areahead of others 0. 12.5 25. 37.5 50.
- 44. What is yournorth star?
- 45. What makes thecontent marketing performance era different?
- 46. We can haveboth EXCEPTIONAL CONTENT and the ability to MEASURE IT
- 47. We exist tohelp you predictably achieve these goals
- 48. But ultimately youare the revolutionaries that will make marketing great
Editor's Notes
- #2 Change title
- #5 This is what you need to end up with, a clear understanding of all the touchpoints, assets and data sources that sit across the buyer journey. How do you connect the dots, what is the linkage between 1 stage and the next
- #6 This is what you need to end up with, a clear understanding of all the touchpoints, assets and data sources that sit across the buyer journey. How do you connect the dots, what is the linkage between 1 stage and the next
- #7 This is what you need to end up with, a clear understanding of all the touchpoints, assets and data sources that sit across the buyer journey. How do you connect the dots, what is the linkage between 1 stage and the next
- #22 Is this readable on screen?
- #23 Is this readable on screen?
- #28 Font seems inconsistent here – Dan can you compare against?
- #29 Check font sizes here Dan
- #32 https://www.youtube.com/watch?v=hm37fUTvovc
- #34 Dan please check our font sizes and fonts on 31, 32, 33
- #35 Again, dan, please check font sizes/consistency here
- #39 Check for readability on large screen
- #41 Hey Dan – goal for this slide is for these words to be really big (probably don’t need the box) with the icons next to the words. Vertical orientation may be best. Not focusing on steam but these 5 pillars of STRATEGY, TRAFFIC, ENGAGEMENT, ACTION, MONETIZATION. Header on this slide should read The NewsCred Methodology