connecting content to conversions · • broader, shareable content that inspires travel • aim to...
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Connecting content to conversions How to build a content strategy that will drive real ROI for your business
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Content powers the customer experience.
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The content journey IS the customer journey.
85% of consumers regularly seek out trusted content when considering a purchase.
Source: Nielsen
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According to Google, travelers visit 22 different sites over an average of
9.5 sessions before booking.
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40%
38%
38%
25%
19%
18%
16%
13%
Hotel sites
Online travel agencies
Airline sites
Search engines
Travel publications/
Family/Friend
Rental car sites
Search engine travel
Source: eMarketer/ Expedia Media
Solutions conducted by comScore Nov
2014
Information sources used by U.S. travelers when planning a trip.
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Content ?? Sales
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Utilize content across the traveler journey. 1
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• Broader, shareable content that inspires travel• Aim to start long relationships, don’t over-emphasize your brand or
push for conversions yet (but make sure to have CTA)• Channels: social/video/photo sites; search engines; email
• Help your customers plan with destination-specific content• Don’t pressure towards bookings (but make sure to have CTA)
• What makes your brand/company unique? Tell those stories.• Consider UGC (user reviews, testimonials and brand advocates) to
speak for you.
• Keep the conversation going with a consistent cadence of TOFU/MOFU content
• Email and social are great channels for this
Inspiration
Retain
Research & Discovery
Booking & Preference
Map content to different stages of the traveler journey
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The buyer journey is nothing more than a series of questions that must be answered.
IDC
”
“
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Sample Inspiration Stage Content
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Inspiration Stage – CTAs (right rail)
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Sample Research And Discovery Stage Content
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Sample Research And Discovery Stage Content – CTAs (right rail)
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Sample Booking And Preference Stage Content
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UGC Content
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Sample Booking And Preference Stage Content -- CTAs
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Sample Retain Stage Content (Newsletter)
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Owned properties matter – it’s the conversion point between an engaged audience and a real customer.
WEBSITE
Webinars Facebook Twitter LinkedIn Instagram Email
1 webinar per month
1 - 2 posts per day
13 posts per day
1 post per day
1 post per day
2 – 5 emails per week
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Content marketing success is all about consistency. 2
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NewsCred, 2015
There’s a compounding effect of content. The more you publish, the greater ROI you’ll get.
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Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15
Page
view
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# A
rtic
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Articles Viewed
Articles Published
Pageviews
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0
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A FEW TIMES A YEAR
< MONTHLY 1-2X PER MONTH
1-2X PER WEEK
1 PER DAY MORE THAN 1 PER DAY
TRAFFIC BY PUBLISHING CADENCE
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Brands who publish content to their blog or website more than once per day drive 3X higher organic traffic than brands who publish once per week.
- Hubspot 2014
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An always-on content strategy is only possible with a strong process & infrastructure….
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Brand Brand Brand
Market Market Market Market Market Market
Channel Channel Channel Channel Channel Channel Channel Channel Channel
Corporate Marketing
… which helps you ensure brand consistency and agility across brands, markets and channels.
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Connect content to revenue. 3
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Paid vs. Organic Search Traffic Repeat Visitors
Social Shares + LikesSocial Followers
Organic Search Share of Voice
Pageviews
Articles Viewed
Most marketers focus too narrowly on vanity metrics like “followers” and “views.”
= Hard Metric
= Soft Metric
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BRAND AWARENESS & BRAND HEALTH CONVERSIONS RETENTION
Paid vs. Organic Search Traffic Repeat Visitors
Cost per lead by channel
Lifetime Value of customer
Paid vs. Unbranded Organic Search Traffic Social Shares + Likes Customer Growth
Social Followers Offsite SEO/PR mentions
% of Leads Sourced by CM
Customer Retention
Organic Search Share of Voice Engaged Time On Site
Content Journeys
Engagement Rate
Subscriptions
Pageviews
Articles Viewed Important People
Competitor Share of Voice
= Hard Metric
= Soft Metric
Site Traffic to NewsCred.com
Leads by channel
Cost per opportunity
Cost per deal
But really, they should focus on business goals.
Is your content driving early-stage prospects to you? How do they feel about you?
Is your content turning prospects into customers?
Is your content driving retention and upsells?
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COST TO ACQUIRE + RETAIN
REVENUE
Too many businesses focus on transactional customer value and forget to invest in the experience post-sale.
Source: For Entrepreneurs, Startup Killer: The Cost of Customer Acquisition
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How can you use content to retain, upsell and cross-sell?
Source: For Entrepreneurs, Startup Killer: The Cost of Customer Acquisition
COST TO ACQUIRE + RETAIN
REVENUE
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In summary…
1. Utilize content across the traveler journey 2. Content marketing success is all about consistency
3. Connect content to revenue
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Thank you! newscred.com