NewsCred Delivers Analytics to Content Marketers with Audience Insights Tool
Content marketing solution vendor NewsCred launched Audience Insights, an analytics solution designed to give marketers a better understanding of who their audience is and how individuals within various audience groups are interacting with marketing content. NewsCred's existing platform already offers a number of marketing capabilities including asset management, editorial calendars, brand workflow functionality, social engagement solutions and content distribution tools, but the introduction of Audience Insights will augment these offerings by delivering feedback on the effectiveness of marketing activity.
"We've seen that content marketing can be largely effective in terms of driving engagement because customers respond well to messages that add value to their experience. But brands need to see how that content is driving engagement and get an understanding of who their audiences are, what their interests are and even how they engage with competing brands," Alicianne Rand, vice president of marketing at NewsCred, says.
Audience Insights was developed to meet that need, Rand explains, by providing real-time insight on audience characteristics and behaviors. The solution reaches across channels and spans the entire duration of a customer journey, regularly collecting information on customers, tracking their behaviors to highlight trends, and pinpointing influencers that can help propel brand messaging and content further.
Equipped with additional data collected by Audience Insights, marketers can ultimately "get more value for their dollars" by better allocating content and paid media investments, Rand explains. Marketers can initiate a conversation with an influencer, urging him to share brand content on his social media page. They can also create lookalike audiences based on the audience groups that Audience Insights identifies to target them with messaging that better reflects their interests. "And, by gaining a more far-reaching perspective of the customer lifecycle, marketers can determine not only the best time to connect with a potential customer or lead depending on where they are in the journey, but also the right content to serve," Rand adds.
For NewsCred, the solution is another step toward delivering "more meaningful metrics" that place more emphasis on "the who and the how" rather than on "the how much," according to Rand.
While clicks and shares reveal valuable information on customer engagement, NewsCred is on a mission to enable its customers,including well-known brands, such as Pepsi, Pfizer, Dell, and Spotify, to dig deeper.
"As an industry, we're not putting our customers first. We need to start providing real value by moving beyond page views, uniques, shares, and engaged time. Instead, we need to help our customers understand exactly who they're reaching and engaging and if they're making a meaningful impact on their business. A deep understanding of real people is the only way to measure content marketing ROI. NewsCred Audience Insights enables brands to finally know that the billions they spend collectively on content marketing each year is leading them to reach the right individuals, at the right time and place," Shafqat Islam, CEO and cofounder of NewsCred, said in a statement.
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