A few weeks ago, I received a courtesy copy of Gartner’s Market Guide for Content Marketing Platforms. As NewsCred’s SVP of Marketing, I was proud to see that Gartner recognized NewsCred as a leader in the space.
NewsCred was named the most holistic solution, with functionality across all capabilities. Most importantly, our enterprise content marketing position was clear; of all the companies assessed, NewsCred has the largest enterprise client base. Gartner called out the complex and multi-faceted needs of larger brands, noting that NewsCred has an offering that is tailor-made for them.
At NewsCred, we couldn’t agree more with this need for a holistic program; it’s one of the reasons we recently announced the addition of our content marketing advisory services and are investing heavily in an analytics-driven product roadmap. Read more about that news here.
The report got me thinking about how the space has changed.
In its earliest stages, content marketing was all about experimentation and the learning curve was steep. The industry relied heavily on measuring performance through surface metrics like pageviews and uniques.
Thanks to today’s technology, it’s now possible to tie content marketing to measurable business results.
Now, brands can achieve enormous success with content marketing – but it requires investment in three key areas:
- Developing a content marketing strategy with measurable goals and KPIs
- Establishing a means to measure those goals and KPIs
- Having access to deep levels of service and training
For nearly a decade, NewsCred has been working with marketers at various stages of their companies’ content marketing journeys. Learning from their experiences, we’ve developed actionable insights and best practices for content marketing, giving our customers the benefit of our shared experience.
Developing a Strategy with Measurable Goals and KPIs
Our most successful clients have a crisp narrative and messaging plan to which they align their content marketing tactics.
For example, we’re currently helping a global consulting firm refresh its content marketing program. Through working with NewsCred, the client identified its business goal as driving leads. We helped the client realign its KPIs from pageviews to leads – and put practices in place to ensure they achieved them.
Within six weeks of optimizing the client’s website and implementing best practices like a newsletter program, content marketing was driving 26 percent of all leads.
Our methodology: We begin our work with clients by asking if they have a documented content marketing strategy. If not, we help them develop one that includes clear, measurable goals and KPIs that ultimately lead to business results. Then, we develop a strategy where all tactics align to meet those goals.
Measuring Business Results through Analytics
As measurable impact is paramount, NewsCred designs measurement tools based on customer input. Our content analytics help inform marketers not only on what is performing well today – but what they should optimize for future content creation.
We have also focused on integrating the NewsCred platform with other parts of the marketing tech stack (e.g. SalesForce, Marketo, and Eloqua) to properly measure content ROI analytics. This enables clients have access to closed-loop insights and reporting.
Our methodology: NewsCred enables our customers to report on content-centric analytics across the entire buyer journey to best optimize their programs. This includes granular insights into top-of-funnel metrics like engagement rate and engaged time through mouse movement and scroll depth – all ways to proving ROI with a full attribution analysis of revenue influenced by an individual piece of content. In short, our analytics suite measures the performance of your content marketing program and ties it directly to your business goals.
Providing Deep Levels of Services and Training
When I first came on board, it was clear why marquee brands rely on NewsCred’s in-house advisory services for original content and curation, as well as program design and implementation.
For instance, before joining NewsCred’s advisory services as a Practice Director, Robin Kamen held the following positions:
- SVP Global Marketing and eCommerce, Bliss
- Senior Director, Global Digital Strategy and Enterprise Multi-Channel Marketing, Pfizer
- Head of Digital Strategy and Channels, Citi Cards
- GM Digital Strategy and Social Media, Seventh Generation
Other advisory services members have similar backgrounds, and they use their collective expertise to help our customers succeed at content marketing.
Our methodology: Content marketing often requires organizations to develop an entirely new competency. Most marketing departments aren’t equipped with the ability to supplement their resources as quickly as they need to scale their content marketing programs. Whether they’re just starting out or have experienced a certain amount of success with content marketing, however, they often come to NewsCred to multiply their execution capabilities.
For large enterprises, the need for scalable, cutting-edge content marketing solutions and systems require a deep partnership and commitment across the organization. We’re pleased that aggregating and distilling insights from hundreds of customers – those investing in content marketing – is driving the development of a next generation solution for the world’s leading brands. We’ll share more about our exciting plans at our annual #ThinkContent Summit on May 10.
Lisa Kalscheur is NewsCred’s SVP of Marketing.
Originally published on Apr 19, 2017 8:51 PM