how to make more money with creative, customer-focused content marketing
TRANSCRIPT
What Are We Learning Today?
@moxieingreen #FullStack15
• What is Content Marketing?
• What does a Content Marketing software company do?
• How do we know Content Marketing works?
• How do you build lasting relationships with your customers?
• How do you make your customer the hero of your content
marketing?
• How Do You Create Content For Your Customers? [Case Study]
There’s been a fundamental
shift in the way we create,
consume and share content.
4.5 BILLIONpieces of content
are shared
every day
1.8 BILLIONphotos are uploaded
and shared
700 MILLIONsnapchats
are sent
500 MILLIONtweets are
posted
@moxieingreen #FullStack15
@moxieingreen #FullStack15
You’re more likely to be
struck by lightning than
click a banner ad.
(Business Insider, 2011)
@moxieingreen #FullStack15
NewsCred provides
brands with the
content and
technology they
need to power the
entire customer
experience.
I built NewsCred’s content and social strategy from the
ground up.
In the past 18 months we’ve…
• Increased content production 60%
• Increased traffic 270%
• Increased our social following 20X
@moxieingreen #FullStack15
…it directly influences purchase decisions.
Consumers engage with 11.4 pieces of content prior
to making a purchase.11.4
85% of consumers regularly seek out trusted expert
content when considering a purchase.85%
Nielsen 2014, Forrester 2015
By a factor of 3 to 1, B2B buyers want to self-
educate themselves by going to sellers’ websites to
learn about offerings and make purchase
decisions.
3:1
@moxieingreen #FullStack15
3x Brands who focus on connecting with their customers on an emotional level have a growth rate triple that of their competitors.
Jim Stengel, Proctor & Gamble, 2008
The fastest growing brands all have something in
common…
@moxieingreen #FullStack15
Customer Summits2014: 40 customers
• Half day session
followed by a half day
of industry talks open
to the public
2015: 161 customers
• Full day of hands on
feedback with
executive team and
product managers
• Strategy sessions with
NewsCred experts
• 9 testimonial videos
@moxieingreen #FullStack15
How Did We Do This?
- We doubled down on Customer Summits
- We hired a Customer Marketer
@moxieingreen #FullStack15
Why Did We Do This?
• Increasing customer retention rates by
5% can increase profits by 25-95%.
@moxieingreen #FullStack15
Get To Work
• 63% of CEOs see rallying their brand around the customer as
one of the top three investment priorities this year, and 90%
are committed to strengthening customer engagement
programs.
• Only 12% of B2B marketers said that they had teams in
place to execute a holistic customer experience strategy.
• 48% of marketers are only moderately confident in the
ability of their organizations to reach and engage
customers.
@moxieingreen #FullStack15
CMO.com
Who Is The Hero of Your Story?
• You/Your Team• Your Brand• Your Product• Or…
@moxieingreen #FullStack15
@moxieingreen #FullStack15
“Take your brand
out of the
story…make your
CUSTOMERS the
hero…”
Ann Handley, Head of Content,
Marketing Profs
@moxieingreen #FullStack15
Effective content marketing isn’t
about reaching MORE people.
It’s about reaching the RIGHT
people.
And using data-driven insights to reach the right
people at the right place and the right time.
How Do You Create Content For Your Customers?
Talk To Your Customers
(Or The People Who Talk To Them)
@moxieingreen #FullStack15
• Sales
• Social Media
• Strategy/Agency
Listen To Your Customers: Millennials
@moxieingreen #FullStack15
• 60K+ pageviews
• Our first content marketing “viral hit”
@moxieingreen #FullStack15
Millennials Webinar:
-3035 sign ups
-1.5M social impressions
Millennials Blog Content:
-100K+ pageviews
Millennials White Paper:
-2085 Downloads
Listen To Your Customers: RESULTS
@moxieingreen #FullStack15
Millennials Content Results In First
Year:
• 3337 Leads
• 49 Meetings
• 3 Opportunities
Listen To Your Customers: RESULTS
How Do I Make My
Customer The
Hero Of My
Content?
Case Studies
Blog Posts that address
their wins and challenges
Videos featuring your
customers
@moxieingreen #FullStack15
I Just Woke Up,
What Do I Need
To Remember?
• Effective Content Marketing
isn’t about reaching MORE
people, it’s about reaching the
RIGHT people.
@moxieingreen #FullStack15
• Think creatively about how
to build customer
relationships.
• Every story has a hero –
make YOUR brand’s story
about your customers.