Companies who focus on

connecting with their audience

have a growth rate triple that of

their competitors 3x

Content is the

connective thread of

all marketing.

21% Only 21% of marketers

are tracking ROI

How are you really driving

your business forward?

Introducing NewsCred.

The future of marketing technology

People-focused. Content first.

The most comprehensive

content marketing solution.

1. Build a measurement framework

2. Understand your audience

3. Create content the fuels pipeline

4. Activate creative distribution

5. See revenue growth

An easy, but effective

measurement framework

• Impressions

• Social shares

• Time spent

• Return visits

• Subscriber / audience size

• Share of voice

• Audience penetration across org

• Brand lift

• Perception / attitudinal change

• Behavioral conversions

• Lead generation

• Sales lift

• Is our content being seen?

• Are people engaging with our brand & content?

• How much time are people spending with our brand and are they

returning?

• How large is our audience?

• What’s our share of voice in a market/ channel?

• Is engagement growing across the workflow chain of a single

organization?

• Are we creating awareness? Is our message memorable?

• Are we changing perceptions?

• Are people discovering and understanding our product & service

offering?

• Are we driving quality leads?

• Are we driving overall sales?

• What is our cost/value per exposure, action or view?

• What is the cost/value per point of share?

• What is the cost/value per active audience member?

• What is the cost/ value per point of lift?

• What is the cost per qualified lead?

• What is the multi-touch attribution cost?

• What is the cost per sale?

Media Metrics What do we measure?

KPIs: Business Objectives Is our content producing the desired result?

ROI: Media Performance How efficiently is our content and distribution

working to produce the desired result?

Success Metrics

Lead Generation and Sales

Brand Awareness

Audience Engagement

Content Performance

Be disciplined and consistent about measurement.

1. Reach

Impressions

Social shares

Share of voice

2. Engagement

Traffic

Perception

3. Conversions

Lead generation

Sales

CPL

CAC

Dell

OVERVIEW

Dell approached content marketing with the end in mind.

They knew they wanted to increase traffic and build

thought leadership. This allowed them to build a smart

strategy around an end goal, and easily measure the

results.

Explore the site: techpageone.dell.com

Understand your

audience

It’s more than just age, gender and

location…

1. What they like

• Content Topics

• Music, Movies &

Books

• Icons/Role Models

2. What they do

• Preferred social

channels

• Media consumption

habits

• Engagement

frequency

3. What they buy

• Brands they follow, like and

subscribe to

• Purchase behavior

Demographic

SAP

THE CHALLENGE

SAP knew their customers in and out. Instead of creating

content blindly for their knew thought leadership portal,

they created a scalable content mix which they knew

would resonate.

Explore the site: https://www.custedge.com

Create content against

the sales funnel

A sustainable content process.

Provide value throughout the buyer’s journey.

Stage Objective Content Success

Metrics

Early

• Inspire, educate or

entertain

• Start a conversation

• Grow awareness

• Social content

• Captivating visuals

• Thought leadership

• News

Reach

- Social

mentions/engageme

nt

- Views

- Clicks

Middle

• Grow demand

• Continue the

conversation

• Connect

• Captivating visuals

• Thought leadership

• Case studies

• High-level product

info

Engagement &

Conversions

- Repeat visits

- Conversions &

subscribes

- Leads

Late

• Build brand love

• Accelerate decision

making

• In-depth product info

• Case studies

• Captivating visuals

• Thought leadership

Opportunities & Sales

- Sales lift

- Brand lift

THE CHALLENGE

• Reach senior professionals in the payments

technology industry within continental Europe

• Position Visa Europe as a leader in the payments

conversation

Visa Europe

Explore the site: vision.visaeurope.com

Activate creative distribution

Capgemini

Explore the site: http://www.content-loop.com/

.

THE RESULTS

• +350,000 unique visitors over 6 months.

• +3,000 new LinkedIn followers per week, primarily

from IT and management from major corporations:

• More LinkedIn virality Over 6 Months

• +370,000 impressions

• +1.8 million shares

Tie content to revenue

Content is the fuel for our

revenue growth.

70% of deals in 2014 engaged

with 1 or more pieces of content.

Our engine is running…

4 blog posts / day

2 white papers / month

1 webinar / month

1 thought leadership event / month

29

Newsletter

Organic social

Native advertising

LinkedIn sponsored stories

Events

Webinars

What matters? HOW we connect:

The right people, at the right time,

at the right place.

LinkedIn sponsored stories

Facebook promoted posts

Twitter cards

Slideshare

Contributed content via PR

Nurturing

30

Behind every tweet, every share, every

visit, every purchase…is a person.

Directly driving $5M in revenue in just

the first 8 months of 2014.

Questions?