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How To Crush Content Marketing Through Newsletters, Nurturing, and Retargeting

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#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 +


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Content Marketing Everywhere By Gregory Kennedy


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About 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.


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Content Marketing is Now Everywhere in B2C Kraftrecipes.com 1 Billion Views a Year Pepsi.com Powered by Newscred Globally


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Content Marketing is Now Everywhere in B2B Adobe’s CMO.com 2 Editors / $1 Million Annual Budget Nanagins Big Investment in Data and Reports


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But 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


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This 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. Source http://www2.deloitte.com/content/dam/Deloitte/us/Documents/technology-media-telecommunications/us-tmt-DDS_Executive_Summary_Report_Final_2015-04-20.pdf


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And 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)


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It 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


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Execution Matters More than Ever Today, the best organizations don’t just have great ideas and great people. They are great at execution.


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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


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Thank 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


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of marketing content goes completely unused 60-70% Source: Sirius Decisions 2013


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Our content directly influenced over $72M in customer lifetime value in 2014.


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of our deals touched at least 1 piece of content. 90%


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Our Approach Newsletter Best Practices Nurturing


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Content is the connective thread of all marketing.


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Great content delivers ROI. Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less. Source: Hubspot 2014


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How can we stand apart in a crowded landscape?


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Ok. We can do better.


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We realized we needed to stop marketing to brands.


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Ad campaigns Target Demographic Brand-led Individual Read Take a different approach.


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Our Goals and Approach Best Practices Nurturing Newsletter Our Approach


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OF NEWSCRED’S TRAFFIC CAME FROM EMAIL FROM JANUARY - AUGUST 41%


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of ‘best-in-class’ B2B marketers rate blogs as the most effective customer acquisition tactic. 78% Source: Hubspot 2014


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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.


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People don’t always remember what you say or even what you do, but they remember how you made them feel. Maya Angelou ” “


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Plan. Test. Measure.


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What did we test?


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Version B:


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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


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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. What NewsCred Learned from its Newsletters


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What can you test? Subject Lines Email Cadence Personalization Image Sizes Time of Day Content Lifespan Text vs Image Order of articles # of Articles Title Length Link vs Button Truncated length


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Newsletters Best Practises Building our Newsroom and Distribution Nurturing Our Approach


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What is Lead Nurturing?


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What is Lead Nurturing?


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3 Components of Content Marketing ROI How do you measure success?


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3 Components of Content Marketing ROI Our own analysis


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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.


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Old Flow Layout New Flow Layout


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Newsletters The Results of our Efforts Nurturing Our Approach Best Practices


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A/B Testing: Best Practices


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A/B Testing Best Practices Have A Testing Plan Make Specific and Measurable Changes Thoroughly Measure and Investigate


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Newsletter Best Practices


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Best Practices for Email Newsletter Distribution


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Steps to Creating an Email Marketing Plan


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