- Kristine Lowery, Content Marketing Manager, Sailthru

Transcription

1 CASE STUDY SAILTHRU

2 NewsCred is a platform that feels like an extension of your content marketing team. It can meet the gaps any content marketer needs to fill, and that s exciting to us. - Kristine Lowery, Content Marketing Manager, Sailthru

3 EXECUTIVE SUMMARY In 2013, NewsCred helped transform Sailthru into an industry leading content hub for savvy marketing professionals Utilizing NewsCred s licensed content services, Sailthru expanded their content offering on their blog, covering topics such as marketing automation, personalization, and consumer engagement NewsCred understands content marketing it s that simple. They are the leaders in the space, and serve as an extension of our internal content team. - Kristine Lowery, Content Marketing Manager As Sailthru and NewsCred s partnership enters its third year, traffic and engagement has continued to perform and a second content hub is in the works

4 Content marketing is an important part of our overall marketing strategy. Just a few years ago, we were doing very little with content. Today, we connect with our audiences, express our vision, and solve challenges through content. Ever since we began making the investment in content both in technology and people we ve seen an incredible transformation in our ability to source and convert new business for our sales organization. - Kristine Lowery, Content Marketing Manager

5 THE OPPORTUNITY Sailthru is one of the most robust marketing automation platforms in the industry, helping brands build relationships with consumers across personalized, omni-channel experiences. Powering more than 400 ecommerce and media brands, Sailthru sought to create a thought leadership and inbound marketing portal with the help of NewsCred to expand their content offering, better manage their editorial calendar, and engage their audience all while operating with a small team and limited budget.

6 THE SOLUTION In April 2013, Sailthru teamed up with NewsCred to jumpstart the Sailthru blog, a content hub on industryleading insights as well as thought leadership on marketing, personalization, and the future of big data. By utilizing the NewsCred publisher network, Sailthru was able to scale their content creation with quality, relevant pieces that their audience craved.

7 Before NewsCred, our editorial strategy for the Sailthru blog was challenging to manage It was extremely difficult to fill a calendar with original content alone as we had limited resources at the time. Pre-NewsCred we were posting around two times per week. Now, we re able to post at least five times per week with a healthy mix of original and licensed content - without adding new members to our in-house team. - Kristine Lowery, Content Marketing Manager

8 HOW WE DID IT Access to the world s best, compliant content offering In order to build a sustainable content strategy, Sailthru utilizes licensed content from several leading sources, including Business Insider, Forbes, Washington Post, and Business2Community. Available exclusively through the NewsCred platform, licensed content allows Sailthru to continue the conversation with their audience across , social, and web in between original content creation cycles. They increase their publishing cadence while still driving traffic back to their blog.

9 The ability to fully license content from leading publishers directly to our blog was a tremendous factor in our choosing NewsCred vs. other content marketing software vendors. This has not only been critical for us sticking to aggressive content goals, but the amazing content we publish from the NewsCred platform contextualizes our brand s vision and philosophy. At the end of the day, NewsCred plays an integral role in our ability to deliver credible, engaging content at scale. - Kristine Lowery, Content Marketing Manager

10 HOW WE DID IT Sourcing content + maximizing resources Through NewsCred s platform, Sailthru is able to source relevant licensed content that serves as a complement to their original blog posts. The system allows Sailthru to streamline their entire content distribution process, saving time and effort by collaborating with a dedicated NewsCred member as an extension of their inhouse content team.

11 The culture and the people at NewsCred are so on point with the way we work! We feel deeply connected to NewsCred in that we share the same values. It s all about getting things done and making things happen regardless of what roadblocks get in the way. Our mantra at Sailthru is Think Big, Speak Up, Get It Done. NewsCred has lived up to this every step of the way. - Kristine Lowery, Content Marketing Manager

12 THE RESULTS Today, Sailthru is one of the leading small business content hubs, delivering consistent, ongoing valuable information and providing relevant content to their target audience in order to earn their business and loyalty. NewsCred plays an important role in Sailthru s overall content marketing efforts, allowing them to establish themselves as the leaders in their industry. As Sailthru enters its third year of its partnership with NewsCred, they continue to see an increase in traffic and engagement on the blog. Q versus Q results include: 36% Increase in page views 44% Increase in unique page views 31% Increase in average time on page

13 CONTINUED SUCCESS Sailthru s immense success has facilitated the need for a second thought-leadership destination aimed at midmarket marketing professionals. For this second hub, Sailthru will be using NewsCred s editorial curation services to source relevant content that speaks to the voice and message that resonates with their audience.

14 In today s world of advertising where we see thousands of brand messages daily storytelling is how to make a real connection. We empower our clients to tell their own stories, and we love that NewsCred helps us tell ours. - Kristine Lowery, Content Marketing Manager

15 READY TO LEARN MORE?