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Connecting content to conversions How to build a content strategy that will drive real ROI for your business
Content powers the customer experience.
The content journey IS the customer journey.
85% of consumers regularly seek out trusted content when considering a purchase.
Source: Nielsen
According to Google, travelers visit 22 different sites over an average of
9.5 sessions before booking.
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.
Content ?? Sales
Utilize content across the traveler journey. 1
• 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
The buyer journey is nothing more than a series of questions that must be answered.
IDC
”
“
Sample Inspiration Stage Content
Inspiration Stage – CTAs (right rail)
Sample Research And Discovery Stage Content
Sample Research And Discovery Stage Content – CTAs (right rail)
Sample Booking And Preference Stage Content
UGC Content
Sample Booking And Preference Stage Content -- CTAs
Sample Retain Stage Content (Newsletter)
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
Content marketing success is all about consistency. 2
NewsCred, 2015
There’s a compounding effect of content. The more you publish, the greater ROI you’ll get.
-
100,000
200,000
300,000
400,000
500,000
600,000
0
100
200
300
400
500
600
Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15
Page
view
s
# A
rtic
les
Articles Viewed
Articles Published
Pageviews
0
100
200
300
400
500
600
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
IND
EX
ED
TR
AF
FIC
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
An always-on content strategy is only possible with a strong process & infrastructure….
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.
Connect content to revenue. 3
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
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?
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
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
In summary…
1. Utilize content across the traveler journey 2. Content marketing success is all about consistency
3. Connect content to revenue
Thank you! newscred.com