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

38

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

39

A Proprietary

Methodology with

Predictable Results

The NewsCred Methodology

40

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

41

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