Alex Cheeseman, Global Head of Strategy at NewsCred, discusses the elusive 'holy grail' of content and how you can define it and find it for your business.

2. Content marketing & the
quest for the Holy Grail

3. grail /ɡrāl/
noun: Holy Grail
1. The cup or used by Jesus at the Last Supper, and in
which Joseph received Christ's blood
2. A thing that is being earnestly pursued or sought

8. SPIRITUAL

9. What is your holy grail?

10. BILLION
dollar problem
Fraud Free advertising the

11. will be lost globally to bots in 2016
ANA - Bot baseline 2015
$7.2 BILLION

12. ANA - Bot baseline 2015
37%
Bots account for up to
of overall ad traffic

13. ANA - Bot baseline 2015
73%
Programmatic video has
more bots than average

14. Source:
http://www.businessinsider.com/its-more-likely-you-will-survive-a-plane-crash-or-win-the-lottery-than-click-a-banner-ad-2011-6?op=1
You are 87.8 times more likely to apply to Harvard and get
accepted than you are to click on a banner ad

15. Source: AT&T

16. http://www.carat.com/global/en/news-views/carat-adspend-report-september-2016/
2016 display advertising spend
$21 BILLION

17. PURCHASEAWARENESS LOYALTY
CUSTOMER JOURNEY

18. Source: Nielsen

19. LOYALTYAWARENESS ADVOCACY
CUSTOMER JOURNEY
DISPLAY
BRAND BUILDING

20. YOU

21. YOU VISIT A SITE

22. YOU VISIT A SITE
VISITS AGAIN,
PERFORMS ACTION

23. YOU VISIT A SITE
VISITS AGAIN,
PERFORMS ACTION
RETARGET AD WITH
INTENT DATA

24. YOU VISIT A SITE
VISITS AGAIN,
PERFORMS ACTION
RETARGET AD WITH
INTENT DATA
RETARGET CAPTURES INTEREST

25. YOU VISIT A SITE
VISITS AGAIN,
PERFORMS ACTION
RETARGET AD WITH
INTENT DATA
RETARGET CAPTURES INTERESTDRIVE VALUE

26. PURCHASEAWARENESS LOYALTY
CUSTOMER JOURNEY
DISPLAY
DIRECT RESPONSE

27. Source: invescpro.com
3X
Retargeted customers are
more likely to click on a retargeted ad

28. If I could offer you

29. If I could offer you
LOWER ACQUISITION COST

30. If I could offer you
LOWER ACQUISITION COST HIGHER LONG TERM PROFITS

31. If I could offer you
LOWER ACQUISITION COST HIGHER LONG TERM PROFITS
INCREASED REVENUE GROWTH

32. Source: Alex Cheesman
If I could offer you
LOWER ACQUISITION COST HIGHER LONG TERM PROFITS
INCREASED REVENUE GROWTH PREMIUM PRICING

33. Customer loyalty

35. Source: Nielsen

36. Boy hugging dog
Source: Nielsen

37. Boy hugging dog

38. Boy hugging dog

39. Source: Nielsen

40. Customer Retention

41. Most corporations lose 50% of
customers every 5 years
https://hbr.org/1996/03/learning-from-customer-defections

42. Disloyalty stunts company growth by
25 to 50%
https://hbr.org/product/the-loyalty-effect-the-hidden-force-behind-growth-profits-and-lasting-value/6870-PBK-ENG)

43. (https://www.accenture.com/us-en/insight-digital-improve-customer-experience)
$1.6 TRILLION
The potential revenue up for grabs due
to changes in consumer spending and
switching among brands is

44. 38% of marketers say their biggest
challenge in 2017 is improving
customer acquisition and retention
(http://applications.teradata.com/DDM-
Survey/welcome/.ashx)

45. Sexy
Source: Nielsen

46. IT’S NOT SEXY

47. TEAMWORK

48. Insert Slack CMO quote

49. IT’S NOT EASY

50. Source: Nielsen

51. Source: Nielsen

52. BUT GREAT CONTENT
Not just content,

53. What makes great content?

54. What makes great content?
Human
Craftsmanship
Memorable
Thought provoking

56. “Frequency of interaction builds loyalty
and advocacy - 87% of consumers are
loyal to brand if they interact with them
daily, 64% weekly, 49% monthly.”
Source: Stravity

57. CRAVING
FOR
DISTRACTION
ROUTINE
REWARDCUE
Habit loop

58. CRAVING
FOR
DISTRACTION
ROUTINE
REWARDCUE

61. Proving Content ROI

62. What's the ROI of your dog?

63. PAGEVIEWS
REVENUE
%
Driving content ROI

64. Source: FACEBOOK

72. The Ideal Insights Lead Journey
SUBSCRIBERS
PAGEVIEWS
$$$
LEADS
MQLS
New visitors to Insights content from all channels
Goal is to move this channel to subscribe or sign-upto Insights directly
Newsletter Subscriber & Upsell Opportunity
Receives newsletter as normal, but also gets enteredinto stream to upset Insights
Scorable Lead
Contains enough data to be scored by Everstring
MQL
Scored by Everstring as A rated lead
MQL’s, into meetings, into opportunities, into sales
Revenue Connected

73. The Ideal Insights Lead Journey
SUBSCRIBERS
PAGEVIEWS
$$$
LEADS
MQLS
2%
8%
15%
15%
New visitors to Insights content from all channels
Goal is to move this channel to subscribe or sign-upto Insights directly
Newsletter Subscriber & Upsell Opportunity
Receives newsletter as normal, but also gets enteredinto stream to upset Insights
Scorable Lead
Contains enough data to be scored by Everstring
MQL
Scored by Everstring as A rated lead
MQL’s, into meetings, into opportunities, into sales
Revenue Connected

74. Insert customer journey on
Newscred
Source: Nielsen

75. Insert customer journey on
Newscred
Source: Nielsen

76. Summary

77. NewsCred declaration
of content excellence

78. Thank You!
strategy@newscred.com