Customer Inspiration
Newsela
Tyson Jurgens
Senior Demand Generation Manager Newsela
We believe that the best K-12 instruction starts with the best content. But for teachers, finding great content that’s engaging, accessible to every student and aligned to their state standards isn’t easy. Newsela does that work for them. We take authentic, real-world content from the most trusted original content providers in the world and make it classroom ready.
Embracing Experiential
Challenges of Static Content
align marketing experience with product experience
Communicating about an interactive learning platform using static content created a natural disconnect. We needed the ability to create complementary marketing content.
Create content for our audience, not ourselves
Why Experiential
Our previous approach to creating content was focused on ourselves and what we wanted to say. Ceros helped us stop and rethink our content creation mantra, which morphed into “what do we want the consumer of this content to feel/learn/experience."
We wanted to stand out among our competitors,and we wanted to give our marketing team the nimbleness to create content with our own resources on the team (rather than bothering other teams or hiring expensive outside firms every time).
empower our team to own the creative process
Reasons for Change
We wanted to stand out among our competitors, and we wanted to give our marketing team the nimbleness to create content with our own resources on the team (rather than bothering other teams or hiring expensive outside firms every time).
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Empower our team to own the creative process
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Align marketing experience with product experience
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Solving Problems with Ceros
Static content
[Any additional details]
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[Problem 3]
[Problem 4]
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Establishing Our Workflow
Adopting ceros
[Details on your path to adopting/converting to experiential]
[Additional details, if necessary]
[Goal of Step 1]
[Step 1]
[Goal of Step 2]
[Step 2]
[Goal of Step 3]
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[Goal of Step 4]
[Step 4]
Break free from templates and start imagining for interactive
Collaborate early and often; ask questions before ideas are too firm Always have an experience in progress
challenge
approach
Adding interactive elements to static content isn't the answer Lack of resources
Struggle
Get comfortable thinking through content & design in tandem +1 Designer
solution
Operationalizing Ceros
Custom Collections
Product Microsite
Purpose Help executive buyers understand a market-shifting product that they have never considered or been able to consider before.
operationalizing ceros
View Experience
How do we evaluate success?
We needed to get this microsite seen by target buyers, both before AND during the sales cycle, to help them understand the product a little more succinctly.
increased Exposure along the sales funnel
We wanted to give the reps a boost to accelerate conversations and capture nascent or latent demand.
Drive new demand and reinvigorate existing pipeline
Evaluating ceros
Measuring Success Against Our Goals
4,686
Total Visitors
367
Known Visitors
172
Target Buyers
81
Influenced Opportunities
evaluating ceros
Exposure
Demand Gen
$1.85M
Influenced Pipeline
$390K
Influenced Revenue
$12K
Cost
Beyond the Microsite
Sponsorships + Webinars
Beta Product Rollout
Microcontent
Field Marketing
What's Next
Future Iterations
New Challenges
Stronger wraparound webinar experience
Product launch hub for info & press
Interactive buyer guide
In-product training for teachers
Expand to other Newsela teams (Customer Success, Recruiting, etc.)
Expand skillset and library of modules
Unlock new opportunities with new brand initiatives
Q&A
