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A 10 Step Blueprint to Content Marketing Success 
A 10-Step Blueprint to 
Content Marketing Success 
© 2014 NewsCred / NewsCred.com / (212) 989-4100 / sales@newscred.com 
© 2014 NewsCred 1
A 10 Step Blueprint to Content Marketing Success 
© 2014 NewsCred 2
A 10 Step Blueprint to Content Marketing Success 
Table of Contents 
01 
Introduction 
02 
The Blueprint 
03 
Idea Generation 
04 
Sourcing Talent and Content 
05 
Workflow Management 
06 
Impact Analysis 
07 
Conclusion and About 
© 2014 NewsCred 3
A 10 Step Blueprint to Content Marketing Success 01 Introduction 
Introduction 
The Content Marketing Institute recently surveyed B2B marketers and learned that: 
93% of marketers use content marketing. 
Brands were 36% more confident about the ROI of content marketing last year than 
they were in the year before. 
58% of content marketers plan to increase their budgets to create more content over 
the next year. 
73% of marketers were producing more content at the end of 2013 than they were 
the year prior. 
© 2014 NewsCred 4
The Trust Transaction 01 Introduction 
The secret to content 
marketing is no secret: 
it’s storytelling. 
You know great content when you see it. 
How do you create a brand newsroom within 
your company? This blueprint will breakdown the 
tactics you need to create content at scale. 
© 2014 NewsCred 5
A 10 Step Blueprint to Content Marketing Success 02 The Blueprint 
The Blueprint 
Idea Generation 
What types of content should my company create? 
Sourcing Talent and Content 
How do I find writers and manage content creation? 
Workflow Management 
How do I keep everything organized? 
Impact Analysis 
How do I measure successes and identify areas for improvement? 
w 
re 
© 2014 NewsCred 6
A 10 Step Blueprint to Content Marketing Success 03 Idea Generation 
Idea Generation 
Find questions that your brand is excited to answer. 
• Find out what questions your customers and potential 
customers are asking about your industry or product. 
How can you find ways to answer those questions 
creatively while improving your audience’s overall 
experience? How can you be a resource to them? 
• Talk to your sales team – learn what’s most inspiring 
(and confusing) to your customers and prospects. 
• Reach out to your business partners, consultants, and 
experts – your marketing team’s eyes and ears – to 
figure out how your brand can add value. 
“ The value of content 
marketing boils 
down to one concept 
– reciprocal altruism. 
When brands give 
something away for 
free, they get much 
more in return. 
” Scott Roen 
Vice President of Digital Marketing at American Express OPEN 
© 2014 NewsCred 7
A 10 Step Blueprint to Content Marketing Success 03 Idea Generation 
Figure out what’s missing – what pressing 
questions are going unanswered? These 
gaps will become your content pillars. 
• Look at search trends to understand what your 
customers are looking for and then use programs like 
Google Keywords to meet them in the search process. 
You can also run customer development interviews 
to figure out what audiences want to learn. What 
questions do they have and how can you answer them 
best? 
• What can you learn from influencers on your social 
channels? What topics and questions are they 
constantly revisiting? Once you’ve exhausted these 
research channels, choose three to five major issues 
in your industry and build your content around those 
pillars. 
• Create content – blog posts, infographics, or 
whitepapers – that speak to these tangible, specific 
needs directly. 
© 2014 NewsCred 8
A 10 Step Blueprint to Content Marketing Success 03 Idea Generation 
Analyze your conversion funnel. Figure out where each of 
your topics and content types fit. 
• Harness early-funnel opportunities to build awareness 
and engagement among new audiences who may not 
have heard about your brand before. 
• Focus on mid-to-late funnel opportunites to drive leads 
and sales with higher quality, more in-depth content. 
• Rely on content creation to re-engage past customers 
and encourage repeat business. 
“ Success in content 
marketing relies on 
velocity, quality, and 
volume. 
” Rishi Dave 
CMO at Dun & Bradstreet 
© 2014 NewsCred 9
A 10 Step Blueprint to Content Marketing Success 03 Idea Generation 
Create an influencer strategy. 
• Find existing discussion leaders in your 
industry. Interview them or invite them to 
write on behalf of your brand. 
• Read what your customers are reading. 
Learn what they care about and who they trust. 
“ Content isn’t king. 
It’s the kingdom. 
” Lee Oden 
CEO at TopRank 
© 2014 NewsCred 10
04 Sourcing T A 10 Step Blueprint to Content Marketing Success alent and Content 
Sourcing Talent and Content 
Build your freelance network. 
• Even though the content creator or freelancer is a ‘service 
provider,’ your brand needs to make a great impression by 
offering the right incentives – competitive pay and steady, 
ongoing work. 
• Share your editorial vision, brand strategy, and goals. 
• The longer you work together, the more efficient you will 
become. Empower your content creators to learn about 
– and care about – your brand. Give lots of credit so that 
freelancers are recognized for their work, with a byline 
where relevant. Many content creators are looking for 
more than money in their career paths. You can also work 
with companies like NewsCred to find highly qualified 
writers with built-in networks that overlap with your 
audience. 
© 2014 NewsCred 11
04 Sourcing T A 10 Step Blueprint to Content Marketing Success alent and Content 
12 
Keep your content network growing. 
Practice the rule of thirds: One part owned, original 
content, one part curated licensed content, and one 
part thought leadership or user generated content. 
• Presenting a mix of content and content sources gives 
your readers greater variety. 
• Licensing content from the world’s top media brands 
can help quickly scale your content strategy and also 
share content that you don’t have the bandwith to 
cover. 
• Influencer, UGC, or “earned content” boosts credibility 
to your audience and offers the perspective of a 
consumer or outside thought leader. 
© 2014 NewsCred
A 10 Step Blueprint to Content Marketing Success 05 Workflow Management 
Workflow Management 
Don’t let logistics bog you down – 
use technology to create a productive, fun workflow. 
• Think beyond spreadsheets. Reimagine your content 
marketing workflow. 
• Focus on what you “need” rather than what’s “out 
there.” NewsCred’s software workflows seamlessly 
manage content for midsize businesses and 
multinational corporations. 
• Talk to consultants, business partners, and fellow 
content marketers to survey the entire market – cast 
your net wide to find the tools that are right for you. 
© 2014 NewsCred 13
A 10 Step Blueprint to Content Marketing Success 05 Workflow Management 
Create an editorial calendar to manage assignments, 
project due dates, and publishing schedules. 
• Ask your entire team for input, but designate one 
person as the ‘owner’ of the editorial calendar. 
• Think of your editorial calendar as a ‘workflow hub’ to 
make sure that everyone on your team is synced up on 
content, events, PR, and more. 
• Be open to criticism and feedback. Iterate. Look for 
solutions to help your content team scale. 
“ What would your marketing look 
like if your customers signed your 
paycheck? 
” Ann Handley 
Chief Content Officer at MarketingProfs 
© 2014 NewsCred 14
A 10 Step Blueprint to Content Marketing Success 06 Impact Analysis 
Impact Analysis 
Success in content marketing doesn’t happen overnight. 
You need to test, measure, and build upon your strategy. 
FOCUS ON THE FOLLOWING QUESTIONS 
How effective is your content in connecting audiences with your brand? 
• Measure social shares and referral traffic — who is sharing 
How effective is your content in driving interest and engagement? 
• Measure traffic, time on site, and pages per visit. 
Is your content inspiring prospects to do business with you? 
• Measure lead generation, quality of leads, and entrance and touch points. 
How effective is your content strategy? 
• Measure all these stats against your ROI. 
© 2014 NewsCred 15
A 10 Step Blueprint to Content Marketing Success 06 Impact Analysis 
Think like a journalist and a statistician. 
Learn who’s consuming your content, why they’re interested, 
and what next steps they’re taking with your brand. 
• Look for trends – over time, within, and between content categories. 
• Track results systematically so that you can quickly identify successes and 
areas for improvement. Test, measure, scale, repeat. 
• Choose the right metrics to make sure that you are capturing all stages of 
the conversion funnel – website visitors, social media shares, newsletter 
sign-ups, offer downloads, and sales. 
“ Empathy is not what you do, but 
what you do for your customers. 
” Ann Handley 
Chief Content Officer at MarketingProfs 
© 2014 NewsCred 16
A 10 Step Blueprint to Content Marketing Success 06 Impact Analysis 
Iterate, scale, and repeat. 
• Figure out where you’re successful 
– amplify those efforts. 
• Figure out where you haven’t met your goals 
– don’t be afraid to switch gears. 
• Continuously invest in your team’s learning 
– focus on building a scalable, high-impact 
content program that audiences love. 
“ As marketers, we 
should be changing the 
mantra from always 
be closing to always be 
helping. 
” Jonathan Lister 
VP North America Sales at LinkedIn 
© 2014 NewsCred 17
A 10 Step Blueprint to Content Marketing Success 07 Conclusion and About 
Conclusion 
Your brand has the potential to be a newsroom – 
a robust editorial operation and revenue source. 
Three core ingredients will make your brand shine: 
people, technology, and left-meets-right brain creativity. 
Ready to turn your blueprint into the real deal? Get in touch 
with NewsCred today to learn more about how we can 
help you build your content marketing empire with licensed 
content, original content, strategy planning, and content 
management software. 
NewsCred.com 
(212) 989-4100 
sales@newscred.com 
© 2014 NewsCred 18
A 10 Step Blueprint to Content Marketing Success 07 Conclusion and About 
About NewsCred 
NewsCred is the leading content 
marketing platform. Pairing cutting-edge 
software with world-class 
content, NewsCred transforms brands 
into storytellers. 
NewsCred’s Content Marketing 
Cloud© provides the easiest 
end-to-end solution for content 
planning, creation, publishing, and 
analytics. In one place, brands gain 
unprecedented access to the world’s 
largest content marketplace, including 
licensed content from over 5,000 
publishers and original content from 
NewsCred’s award-winning journalist 
network. 
Through NewsCred, global brands 
like Pepsi, P&G, Dell, General Electric, 
and AIG have seen explosive growth 
in social sharing, engagement, and 
lead generation. 
Founded in 2008 by Shafqat 
Islam, Iraj Islam, and Asif Rahman, 
NewsCred has offices in New York, 
London, and Dhaka and is backed 
by FirstMark Capital, Mayfield Fund, 
IA Ventures, Greycroft Partners, and 
others. 
Learn more at newscred.com and 
follow us on Twitter @newscred. 
© 2014 NewsCred 19
A 10 Step Blueprint to Content Marketing Success 07 Conclusion and About 
© 2014 NewsCred / NewsCred.com / (212) 989-4100 / sales@newscred.com 
© 2014 NewsCred 20

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A 10 Step Blueprint To Content Marketing Success

  • 1. A 10 Step Blueprint to Content Marketing Success A 10-Step Blueprint to Content Marketing Success © 2014 NewsCred / NewsCred.com / (212) 989-4100 / sales@newscred.com © 2014 NewsCred 1
  • 2. A 10 Step Blueprint to Content Marketing Success © 2014 NewsCred 2
  • 3. A 10 Step Blueprint to Content Marketing Success Table of Contents 01 Introduction 02 The Blueprint 03 Idea Generation 04 Sourcing Talent and Content 05 Workflow Management 06 Impact Analysis 07 Conclusion and About © 2014 NewsCred 3
  • 4. A 10 Step Blueprint to Content Marketing Success 01 Introduction Introduction The Content Marketing Institute recently surveyed B2B marketers and learned that: 93% of marketers use content marketing. Brands were 36% more confident about the ROI of content marketing last year than they were in the year before. 58% of content marketers plan to increase their budgets to create more content over the next year. 73% of marketers were producing more content at the end of 2013 than they were the year prior. © 2014 NewsCred 4
  • 5. The Trust Transaction 01 Introduction The secret to content marketing is no secret: it’s storytelling. You know great content when you see it. How do you create a brand newsroom within your company? This blueprint will breakdown the tactics you need to create content at scale. © 2014 NewsCred 5
  • 6. A 10 Step Blueprint to Content Marketing Success 02 The Blueprint The Blueprint Idea Generation What types of content should my company create? Sourcing Talent and Content How do I find writers and manage content creation? Workflow Management How do I keep everything organized? Impact Analysis How do I measure successes and identify areas for improvement? w re © 2014 NewsCred 6
  • 7. A 10 Step Blueprint to Content Marketing Success 03 Idea Generation Idea Generation Find questions that your brand is excited to answer. • Find out what questions your customers and potential customers are asking about your industry or product. How can you find ways to answer those questions creatively while improving your audience’s overall experience? How can you be a resource to them? • Talk to your sales team – learn what’s most inspiring (and confusing) to your customers and prospects. • Reach out to your business partners, consultants, and experts – your marketing team’s eyes and ears – to figure out how your brand can add value. “ The value of content marketing boils down to one concept – reciprocal altruism. When brands give something away for free, they get much more in return. ” Scott Roen Vice President of Digital Marketing at American Express OPEN © 2014 NewsCred 7
  • 8. A 10 Step Blueprint to Content Marketing Success 03 Idea Generation Figure out what’s missing – what pressing questions are going unanswered? These gaps will become your content pillars. • Look at search trends to understand what your customers are looking for and then use programs like Google Keywords to meet them in the search process. You can also run customer development interviews to figure out what audiences want to learn. What questions do they have and how can you answer them best? • What can you learn from influencers on your social channels? What topics and questions are they constantly revisiting? Once you’ve exhausted these research channels, choose three to five major issues in your industry and build your content around those pillars. • Create content – blog posts, infographics, or whitepapers – that speak to these tangible, specific needs directly. © 2014 NewsCred 8
  • 9. A 10 Step Blueprint to Content Marketing Success 03 Idea Generation Analyze your conversion funnel. Figure out where each of your topics and content types fit. • Harness early-funnel opportunities to build awareness and engagement among new audiences who may not have heard about your brand before. • Focus on mid-to-late funnel opportunites to drive leads and sales with higher quality, more in-depth content. • Rely on content creation to re-engage past customers and encourage repeat business. “ Success in content marketing relies on velocity, quality, and volume. ” Rishi Dave CMO at Dun & Bradstreet © 2014 NewsCred 9
  • 10. A 10 Step Blueprint to Content Marketing Success 03 Idea Generation Create an influencer strategy. • Find existing discussion leaders in your industry. Interview them or invite them to write on behalf of your brand. • Read what your customers are reading. Learn what they care about and who they trust. “ Content isn’t king. It’s the kingdom. ” Lee Oden CEO at TopRank © 2014 NewsCred 10
  • 11. 04 Sourcing T A 10 Step Blueprint to Content Marketing Success alent and Content Sourcing Talent and Content Build your freelance network. • Even though the content creator or freelancer is a ‘service provider,’ your brand needs to make a great impression by offering the right incentives – competitive pay and steady, ongoing work. • Share your editorial vision, brand strategy, and goals. • The longer you work together, the more efficient you will become. Empower your content creators to learn about – and care about – your brand. Give lots of credit so that freelancers are recognized for their work, with a byline where relevant. Many content creators are looking for more than money in their career paths. You can also work with companies like NewsCred to find highly qualified writers with built-in networks that overlap with your audience. © 2014 NewsCred 11
  • 12. 04 Sourcing T A 10 Step Blueprint to Content Marketing Success alent and Content 12 Keep your content network growing. Practice the rule of thirds: One part owned, original content, one part curated licensed content, and one part thought leadership or user generated content. • Presenting a mix of content and content sources gives your readers greater variety. • Licensing content from the world’s top media brands can help quickly scale your content strategy and also share content that you don’t have the bandwith to cover. • Influencer, UGC, or “earned content” boosts credibility to your audience and offers the perspective of a consumer or outside thought leader. © 2014 NewsCred
  • 13. A 10 Step Blueprint to Content Marketing Success 05 Workflow Management Workflow Management Don’t let logistics bog you down – use technology to create a productive, fun workflow. • Think beyond spreadsheets. Reimagine your content marketing workflow. • Focus on what you “need” rather than what’s “out there.” NewsCred’s software workflows seamlessly manage content for midsize businesses and multinational corporations. • Talk to consultants, business partners, and fellow content marketers to survey the entire market – cast your net wide to find the tools that are right for you. © 2014 NewsCred 13
  • 14. A 10 Step Blueprint to Content Marketing Success 05 Workflow Management Create an editorial calendar to manage assignments, project due dates, and publishing schedules. • Ask your entire team for input, but designate one person as the ‘owner’ of the editorial calendar. • Think of your editorial calendar as a ‘workflow hub’ to make sure that everyone on your team is synced up on content, events, PR, and more. • Be open to criticism and feedback. Iterate. Look for solutions to help your content team scale. “ What would your marketing look like if your customers signed your paycheck? ” Ann Handley Chief Content Officer at MarketingProfs © 2014 NewsCred 14
  • 15. A 10 Step Blueprint to Content Marketing Success 06 Impact Analysis Impact Analysis Success in content marketing doesn’t happen overnight. You need to test, measure, and build upon your strategy. FOCUS ON THE FOLLOWING QUESTIONS How effective is your content in connecting audiences with your brand? • Measure social shares and referral traffic — who is sharing How effective is your content in driving interest and engagement? • Measure traffic, time on site, and pages per visit. Is your content inspiring prospects to do business with you? • Measure lead generation, quality of leads, and entrance and touch points. How effective is your content strategy? • Measure all these stats against your ROI. © 2014 NewsCred 15
  • 16. A 10 Step Blueprint to Content Marketing Success 06 Impact Analysis Think like a journalist and a statistician. Learn who’s consuming your content, why they’re interested, and what next steps they’re taking with your brand. • Look for trends – over time, within, and between content categories. • Track results systematically so that you can quickly identify successes and areas for improvement. Test, measure, scale, repeat. • Choose the right metrics to make sure that you are capturing all stages of the conversion funnel – website visitors, social media shares, newsletter sign-ups, offer downloads, and sales. “ Empathy is not what you do, but what you do for your customers. ” Ann Handley Chief Content Officer at MarketingProfs © 2014 NewsCred 16
  • 17. A 10 Step Blueprint to Content Marketing Success 06 Impact Analysis Iterate, scale, and repeat. • Figure out where you’re successful – amplify those efforts. • Figure out where you haven’t met your goals – don’t be afraid to switch gears. • Continuously invest in your team’s learning – focus on building a scalable, high-impact content program that audiences love. “ As marketers, we should be changing the mantra from always be closing to always be helping. ” Jonathan Lister VP North America Sales at LinkedIn © 2014 NewsCred 17
  • 18. A 10 Step Blueprint to Content Marketing Success 07 Conclusion and About Conclusion Your brand has the potential to be a newsroom – a robust editorial operation and revenue source. Three core ingredients will make your brand shine: people, technology, and left-meets-right brain creativity. Ready to turn your blueprint into the real deal? Get in touch with NewsCred today to learn more about how we can help you build your content marketing empire with licensed content, original content, strategy planning, and content management software. NewsCred.com (212) 989-4100 sales@newscred.com © 2014 NewsCred 18
  • 19. A 10 Step Blueprint to Content Marketing Success 07 Conclusion and About About NewsCred NewsCred is the leading content marketing platform. Pairing cutting-edge software with world-class content, NewsCred transforms brands into storytellers. NewsCred’s Content Marketing Cloud© provides the easiest end-to-end solution for content planning, creation, publishing, and analytics. In one place, brands gain unprecedented access to the world’s largest content marketplace, including licensed content from over 5,000 publishers and original content from NewsCred’s award-winning journalist network. Through NewsCred, global brands like Pepsi, P&G, Dell, General Electric, and AIG have seen explosive growth in social sharing, engagement, and lead generation. Founded in 2008 by Shafqat Islam, Iraj Islam, and Asif Rahman, NewsCred has offices in New York, London, and Dhaka and is backed by FirstMark Capital, Mayfield Fund, IA Ventures, Greycroft Partners, and others. Learn more at newscred.com and follow us on Twitter @newscred. © 2014 NewsCred 19
  • 20. A 10 Step Blueprint to Content Marketing Success 07 Conclusion and About © 2014 NewsCred / NewsCred.com / (212) 989-4100 / sales@newscred.com © 2014 NewsCred 20