+
- Главная
- Разное
- Дизайн
- Бизнес и предпринимательство
- Аналитика
- Образование
- Развлечения
- Красота и здоровье
- Финансы
- Государство
- Путешествия
- Спорт
- Недвижимость
- Армия
- Графика
- Культурология
- Еда и кулинария
- Лингвистика
- Английский язык
- Астрономия
- Алгебра
- Биология
- География
- Детские презентации
- Информатика
- История
- Литература
- Маркетинг
- Математика
- Медицина
- Менеджмент
- Музыка
- МХК
- Немецкий язык
- ОБЖ
- Обществознание
- Окружающий мир
- Педагогика
- Русский язык
- Технология
- Физика
- Философия
- Химия
- Шаблоны, картинки для презентаций
- Экология
- Экономика
- Юриспруденция
How To Crush Content Marketing Through Newsletters, Nurturing, and Retargeting презентация
Содержание
- 1. How To Crush Content Marketing Through Newsletters, Nurturing, and Retargeting
- 2. Content Marketing Everywhere By Gregory Kennedy
- 3. About Me Director, Content Marketing, AdRoll
- 4. Content Marketing is Now Everywhere in B2C
- 5. Content Marketing is Now Everywhere in B2B
- 6. But What Really Gets me Excited About
- 7. This is Driven by a Shift in
- 8. And Consumers Like It 90% of consumers
- 9. It Can Hard for Marketers to Execute
- 10. Execution Matters More than Ever Today, the
- 11. The Five Ways of Content
- 12. Thank You “Of course fact is stranger
- 13. of marketing content goes completely unused 60-70% Source: Sirius Decisions 2013
- 14. Our content directly influenced over $72M in customer lifetime value in 2014.
- 15. of our deals touched at least 1 piece of content. 90%
- 16. Our Approach Newsletter Best Practices Nurturing
- 17. Content is the connective thread of all marketing.
- 18. Great content delivers ROI. Content
- 19. How can we stand apart in a crowded landscape?
- 21. Ok. We can do better.
- 22. We realized we needed to stop marketing to brands.
- 23. Ad campaigns Target Demographic Brand-led
- 24. Our Goals and Approach Best Practices Nurturing Newsletter Our Approach
- 25. OF NEWSCRED’S TRAFFIC CAME FROM EMAIL FROM JANUARY - AUGUST 41%
- 26. of ‘best-in-class’ B2B marketers rate blogs
- 27. Fueling Our Newsletter Custom Content
- 28. People don’t always remember what you say
- 29. Plan. Test. Measure.
- 31. What did we test?
- 32. Version B:
- 33. A/B Test Results All links received
- 34. Digestible content: Top 2 posts are
- 35. What can you test? Subject
- 36. Newsletters Best Practises Building our Newsroom and Distribution Nurturing Our Approach
- 37. What is Lead Nurturing?
- 38. What is Lead Nurturing?
- 39. 3 Components of Content Marketing ROI How do you measure success?
- 41. 3 Components of Content Marketing ROI Our own analysis
- 42. Nurturing Analysis Low Friction Consumables Based
- 44. Old Flow Layout New Flow Layout Intro
- 45. Newsletters The Results of our Efforts Nurturing Our Approach Best Practices
- 46. A/B Testing: Best Practices
- 47. A/B Testing Best Practices Have
- 48. Newsletter Best Practices
- 49. Best Practices for Email Newsletter Distribution
- 50. Steps to Creating an Email Marketing Plan
Content Marketing Everywhere By Gregory Kennedy
Слайд 1
#thinkcontent | @newscred
Liam Moroney
Demand Generation Manager
NewsCred
@liamdmoroney
Gregory Kennedy
Director of Content Marketing
AdRoll
@IAmGKennedy
How To
Crush Content Marketing Through Newsletters, Nurturing, and Retargeting
Слайд 3About Me
Director, Content Marketing, AdRoll
A former designer and creative director. Gregory’s
writing has been published in a number of publications including: The BBC, VentureBeat, YahooFinance and Entrepreneur.com.
Слайд 4Content Marketing is Now Everywhere in B2C
Kraftrecipes.com
1 Billion Views a Year
Pepsi.com
Powered
by Newscred Globally
Слайд 5Content Marketing is Now Everywhere in B2B
Adobe’s CMO.com
2 Editors / $1
Million Annual Budget
Nanagins
Big Investment in Data and Reports
Слайд 6But What Really Gets me Excited About Content Marketing
Digital content marketing
is the most scalable approach to marketing, ever.
Traditional Media at Scale
Largest circulation magazine:
The Watchtower, 52 M Monthly Circulation
Largest televised event:
Superbowl, Seahawks vs. Patriots, 114 M Viewers
Largest radio program:
Tom Kent, 23 M Weekly Listeners
US Digital Media at Scale
Facebook: 1.4 B
WhatsApp: 700 M
LinkedIn: 468 M
Instagram: 300 M
Twitter: 280 M
Tumblr: 230 M
Слайд 7This is Driven by a Shift in Media Consumption Habits
We live
in a digital first world:
Time spent on digital is now greater than TV.
This only happened in the last three years.
Marketers can’t rely on TV like they have in the past:
57% of Millennials time spent watching television is on computers, tablets, or smartphones.
28% of Millennials time spent is watching live TV.
Time spent on digital is now greater than TV.
This only happened in the last three years.
Marketers can’t rely on TV like they have in the past:
57% of Millennials time spent watching television is on computers, tablets, or smartphones.
28% of Millennials time spent is watching live TV.
Source http://www2.deloitte.com/content/dam/Deloitte/us/Documents/technology-media-telecommunications/us-tmt-DDS_Executive_Summary_Report_Final_2015-04-20.pdf
Слайд 8And Consumers Like It
90% of consumers find custom content useful and
78% believe that organizations providing custom content are interested in building good relationships with them.
68% of consumers spend time reading content from a brand they are interested in.
70% of consumers prefer getting to know a company via articles over ads.
From (NewsCred - 50 Stats You Need to Know About Content Marketing)
68% of consumers spend time reading content from a brand they are interested in.
70% of consumers prefer getting to know a company via articles over ads.
From (NewsCred - 50 Stats You Need to Know About Content Marketing)
Слайд 9It Can Hard for Marketers to Execute
It’s not interruption-driven, high production
value, television style advertising online.
Content
People Like
Content Your
Company Likes
Shift to the left
Слайд 10Execution Matters More than Ever
Today, the best organizations don’t just have
great ideas and great people.
They are great at execution.
They are great at execution.
Слайд 11
The Five Ways of
Content Marketing Kung Fu
Repurpose Your Best Ideas
Timing
Matters
Always Focus on Scalability
Original Content is Most Effective
Educate Your Audience, Not Yourself
Always Focus on Scalability
Original Content is Most Effective
Educate Your Audience, Not Yourself
Слайд 12Thank You
“Of course fact is stranger than fiction. Fiction has to
make sense.”
Mark Twain
Gregory Kennedy
Director, Content Marketing, AdRoll
gregory.kennedy@adroll.com
Mark Twain
Gregory Kennedy
Director, Content Marketing, AdRoll
gregory.kennedy@adroll.com
Слайд 18
Great content
delivers ROI.
Content marketing generates 3 times as many leads
as traditional outbound marketing, but costs 62% less.
Source: Hubspot 2014
Слайд 26
of ‘best-in-class’ B2B marketers rate blogs as the most effective customer
acquisition tactic.
78%
Source: Hubspot 2014
Слайд 27
Fueling Our Newsletter
Custom Content
Share on-brand stories which are created specifically for
your brand.
Licensed Content
Boost credibility, publishing cadence, and direct traffic with a high-volume of fully-licensed, compliant content.
Слайд 28People don’t always remember what
you say or even what you do,
but they remember how you made them feel.
Maya Angelou
”
“
Слайд 33
A/B Test Results
All links received an increased number of clicks
The 2nd
article gained a 46% increase in clicks.
The footer link achieved a 175% increase in clicks
The footer link achieved a 175% increase in clicks
Слайд 34
Digestible content: Top 2 posts are infographics.
The BuzzFeed effect: 4
of top 10 articles had headlines with words like: "top," "best," "most.”
Know your audience: 35% of top 20 articles have the mention of "content marketing" or "content marketers.”
Stats matter: 70% of top 10 articles have numbers in the headline.
Stay familiar: 25% of top 20 articles have a brand name mentioned in the headline - Ello, Vice, BuzzFeed, Nike, and Red Bull.
Know your audience: 35% of top 20 articles have the mention of "content marketing" or "content marketers.”
Stats matter: 70% of top 10 articles have numbers in the headline.
Stay familiar: 25% of top 20 articles have a brand name mentioned in the headline - Ello, Vice, BuzzFeed, Nike, and Red Bull.
What NewsCred Learned from its Newsletters
Слайд 35
What can you test?
Subject Lines
Email Cadence
Personalization
Image Sizes
Time of Day
Content Lifespan
Text vs
Image
Order of articles
Order of articles
# of Articles
Title Length
Link vs Button
Truncated length
Слайд 42
Nurturing Analysis
Low Friction Consumables
Based on analysis of our existing programs, emails
with the highest CTO (Click to Open) ratio are low friction items such as
SlideShare
PDF
Infographics
No guided path for visitors
Our Nurturing Streams provide leads with quality content, and a relevant messaging based on their level of activity, but does not provide them with opportunities for hand raising.
SlideShare
Infographics
No guided path for visitors
Our Nurturing Streams provide leads with quality content, and a relevant messaging based on their level of activity, but does not provide them with opportunities for hand raising.
Слайд 44Old Flow Layout
New Flow Layout
Intro
White Paper
Product Email
White Paper
White Paper
Product
Email
White Paper
White Paper
White
Paper
Product Email
Intro
Blog Information
Content You May Like
PDF
Blog Article
White Paper
Talk to us
Blog Article
Content You May Like
Talk to us
Слайд 47
A/B Testing Best Practices
Have A Testing Plan
Make Specific and Measurable Changes
Thoroughly
Measure and Investigate
