Shafqat Islam
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Articles by Shafqat Islam
Meet Optimizely at Cannes Lions 2026
Your AI agents are already working. Writing copy, checking brand compliance, pulling performance data, spinning up campaign variations. They don't take breaks. But the best ideas still come from people in a room. Come meet the Optimizely team, June 22-26. We'll show you how marketers are using Opal agents to take the volume off their plates — so the work that actually needs their thinking gets it. Request a meeting and see what your team could do with more time for the work that matters.
Work smarter with AI: How Opal redefines marketing execution
8 min read time 💡“There’s no one on your marketing team who has read every blog post, every product brief, every support doc. But Opal has." Everyone's talking about AI-generated content. But no one is really talking about who's left holding the bag when it's time to execute.
Your Marketing Budget Isn’t a Forecast-It’s a Lab
Economic pressure is rising. Here’s why smart leaders are turning their budgets into real-time experiments—and what that means for your survival in 2025. Every dollar counts. Leaders are under pressure to justify spending amid economic uncertainty. Budget smarter, not harder. Use a data-driven approach to budgeting to identify what’s truly working. Experiment with purpose. Real-time performance data reveals the why behind what works.
Marketing doesn't have to be this messy - here's the fix
4 min read time I am lucky to have a unique job. As President of Optimizely, I oversee marketing, product and engineering. So I am both responsible for building products as well as using those products to deliver $200M+ of pipeline to drive sales. And in doing so, I have a front row seat in one of the most transformative periods of human history. When I talk to marketing leaders every day, one thing is clear: they're under more pressure than ever.
B2B Inflation Is Our New Reality. How Should Marketers Adapt?
From rising ad prices to delayed campaigns, inflation isn’t just a consumer issue. Here’s what marketers need to know now. Rising costs everywhere. B2B marketers face mounting pressures from higher media, tech and operational costs, affecting every part of the marketing ecosystem. Longer timelines ahead. Inflation is making marketing decisions slower, with increased oversight and longer approval processes creating delays in campaigns and project execution. Strategic adaptation required.
3 Ways To Reduce Customer Acquisition Cost In A Recession
At the same time, marketers face increased pressure to prove the ROI of their efforts. While attribution is not a hard science, marketers need to stay attuned to executive leadership expectations about results and what is or is not working when it comes to driving ROI. While marketing software may pit metrics against revenue, and advanced marketers may have the savviness to create their own models, unanswered questions on which spend is nurturing and converting clients will inevitably remain.
Marketing Teams Need A Digitally-Inspired Collaborative Buzz
Nothing kills the creative buzz of marketing teams quite like lengthy virtual meetings and isolated brainstorming. In response to the rapid move to remote work in early 2020, tight-knit office-based creative teams dispersed and were forced to tap into their creative mojo via video calls and clunky workarounds. While organizations made quick adjustments to ensure teams remained productive, some aspects of office culture weren’t as easily replicated.
When One Door Closes, Another One Opens
Today I’m excited to share that Welcome has signed a definitive agreement to be acquired by Optimizely. It’s been an epic journey, and I couldn’t be more thrilled with the outcome. Our team, our customers and our investors all deserve it. I’ll talk about why we’re so excited about joining the Optimizely family a bit later. But I wanted to share a few personal thoughts first. Our Story It’s been an absolute privilege and the ride of a lifetime for me personally.
Five Reasons Marketing Orchestration, Powered by the Right Tech Stack, Is Critical to Your Strategy Execution
Picture this: You have somewhere to be, and you have to get there fast. But your car has a cracked windshield, a broken steering wheel, and a jammed gas pedal. You're missing basic—yet critical—requirements: visibility, control, and acceleration. That is the reality that many of today's marketing teams live in. Much like the car, the tech stacks of enterprise marketing organizations can often withhold those fundamental prerequisites of visibility, control, and speed.
The Tech Effect: Martech is Doing the Exact Opposite of its Intended Purpose » Martech Zone
In a world where technology is designed to be an accelerator and deliver a strategic advantage, marketing tech has over the years, in fact, doing the exact opposite. Faced with dozens of platforms, tools, and software to choose from, the marketing landscape is more convoluted and complex than ever, with tech stacks getting more complicated by the day. Just look no further than Gartner’s Magic Quadrants or Forrester’s Wave reports; the amount of technology available to today’s marketer is endless.
What this Milestone Means for NewsCred
Editor‘s note: In July 2020, Industry Dive acquired NewsCred’s content marketing services (content studio, licensed content marketplace, and content hub services). NewsCred retained its software products. This is our CEO’s perspective on the sale and what it means for the business. To learn more about the transaction, read the official press release here. I always found it strange when people asked me the question “What’s your exit strategy?” We never started NewsCred to get out of it.
What You Don't Know About Millennials And Content Marketing
by Shafqat Islam , February 25, 2015 Google “Millennial” and it’s easy to see why every marketer is freaking out trying to reach this often misunderstood generation. Data is readily available that tells them these consumers are online all the time across various devices and that they don’t mind brand messages in the mix as they engage with content everywhere. Data is also available that shows marketers how much this generation is spending or will spend over their lifetime with brands they love.
5 Ways CMOs Can Take Advantage of the Current Business Landscape
Editor’s note: This article was originally published on Entrepreneur.com. After years of clamoring for more recognition, chief marketing officers finally have their seat at the table. Not so long ago, CEOs and CFOs tended to view marketing departments strictly as a cost center where artsy people sat around coming up with pretty pictures and creative ideas. That’s all been turned on its head as the top leaders increasingly look to CMOs as vital engines of growth.
5 Ways CMOs Can Take Advantage of the Current Business Landscape
Now is the time for CMOs to nurture relationships with the rest of the c-suite and trumpet revenue-generating results. Image credit: jayk7 | Getty Images November 6, 2019 6 min read Opinions expressed by Entrepreneur contributors are their own. After years of clamoring for more recognition, chief marketing officers finally have their seat at the table.
Here’s Why Your CMO Is Always the First to Get Fired
We all know that CMOs get the ax more often than any other member of the c-suite. But I haven’t heard many convincing reasons as to why. Sure, a CMO might not always be perfectly aligned with the CEO, or may have to stretch to deliver on both the art and science sides of the job. Or they might also be seen as “on the hook” for some miracle of disruptive growth that just isn’t going to spring forth from a dysfunctional corporate environment (especially if the product itself is lacking).
NewsCred Named a Leader in Gartner's 2019 Magic Quadrant for CMPs
Gartner recently released its second annual Magic Quadrant for Content Marketing Platforms. As some may remember, we were acknowledged in last year’s inaugural report as a Leader – placed in the highest and furthest position on the quadrant. I am proud to share that NewsCred has been named a Leader for the second consecutive year, again positioned highest for Execution and furthest to the right for Vision. On behalf of the entire team here at NewsCred, thank you.
Health and the high street: How retail, food and drink brands are shaping UK health with content
This article demonstrates how UK consumers want to make better, more confident choices around health and wellbeing and how relevant brands can make the most of these opportunities. Health and the high street: How retail, food and drink brands are shaping UK health with content NewsCred Introduction By Shafqat Islam, CEO and co-founder, NewsCred We have long lived in a world where an individual's health is not self-governed, with significant...
Create a B2B content marketing strategy
This article argues that creating compelling content requires a clear content marketing strategy with flexibility to respond to events. Create a B2B content marketing strategy Shafqat IslamNewsCred Content marketing can be an effective channel for connecting B2B brands with business consumers. But creating compelling content requires a strategy that clearly sets out the brand identity,...
From tech savvy to content savvy: How tech brands can become the go-to content resource for consumers
This article uses consumer research in the UK to demonstrate how tech brands can use content marketing to reduce customer churn, improve brand perception and build trust. From tech savvy to content savvy: How tech brands can become the go-to content resource for consumers NewsCred Introduction by Shafqat Islam, CEO and co-founder of NewsCred The traditional buyer-seller model has all but eroded in front of our eyes. Gone are...
Rise of the UK Brand Journalist: Journalists as Content Marketers
This report shares the findings of a survey into 'brand journalism' in the UK, which is gaining in popularity and credibility. Rise of the UK Brand Journalist: Journalists as content marketers NewsCred Introduction By Shafqat Islam, CEO and co-founder, NewsCred Brand journalism is undoubtedly gaining both popularity and credibility. With the trend of brands becoming publishers well...
The Next Evolution of Content Marketing: Creating Integrated Marketing Teams
NewsCred just packed up our booth at Content Marketing World, where we’ve seen the field of content marketing expand and evolve over almost a decade as both an attendee and sponsor. As a community, we’ve grown content marketing from a buzzword to a sophisticated discipline.
Save time and money by making your customer experience personal
Sirius Decisions tells us that nearly 70 percent of the buyer's journey takes place before any direct engagement with a brand or sales representative occurs. Customers are educating themselves, talking to one another, and tapping the resources available to them online to make an informed decisions on where to put their money and their loyalty.
Transforming Marketing: The Future of Content, Teams, and Technology
NewsCred CEO and Co-founder Shafqat Islam shared these remarks at ThinkContent New York 2018. Content marketing, as an industry, has taken more than 10 years to emerge and mature. But it’s here now. There’s no longer a question about whether brands need to be creating content. CEOs and CMOs are investing substantially in content. But that means that the stakes are higher. Right now, as an industry, we’re pretty good. But we have the opportunity to be great.
The Leadership Book Every Executive Must Read: "Team of Teams"
NewsCred CEO and Co-founder Shafqat Islam on the leadership book every executive needs to read. I make every member of my executive team read “Team of Teams: New Rules of Engagement for a Complex World,” by retired U.S. Army General Stanley McChrystal. I also encourage managers of all levels at NewsCred to read the book as it had a profound impact on me as a leader.
Why Gartner Named NewsCred's Content Marketing Platform a Leader
Last week, we announced the results of Gartner’s first ever Magic Quadrant for Content Marketing Platforms. Not only were we a leader, but we were the highest positioned for both execution and vision. I’ve seen a lot of Magic Quadrants over the last few years, but I’ve never seen a result with one company so far up and to the right. I was incredibly proud of our team and thankful to our customers. This was a shared victory.
What the Rise of Direct-to-Consumer Brands Means for Content Marketing
Today’s consumer economy looks very different from 10 years ago. Household names are no longer limited to Fortune 500 brands like P&G and Unilever. Now, an entire generation of direct-to-consumer brands – like Glossier, Away, Plated, Harry’s, and The Honest Company – is winning hearts and minds.
Content Marketing 2018: 10 Predictions
As 2017 comes to a close, all eyes are on platforms like Facebook and Twitter to answer whether they could have done more to stop the viral spread of fake news, and if they played a part in a Russian attempt to sway the 2016 presidential election. As a result, in 2018, people and organizations alike will be paying much closer attention to how and why content is being promoted to them.
6 Tips for Driving Content Marketing Performance in 2018
At ThinkContent London, NewsCred CEO and Co-founder Shafqat Islam shared these remarks about the performance era of content marketing, and how marketers can set themselves up for success in 2018. The talk has been edited and condensed for clarity. The performance era of content marketing is here. Marketers are under more pressure than ever to prove that content is driving business growth. This was inevitable, as the industry has matured. The amount we spend on content increases each year.
What Google's Native Ads Say About the Future of Content Marketing
A few weeks ago, Google quietly rolled out a major enhancement to its core AdSense product. AdSense, for those not familiar with it, is the platform that serves the Google ads you typically see on a publisher’s website (i.e. not the ads that show up on a Google search results page). The news is that Google rolled out three “native” content ad formats for the first time: in-feed, in-article, and matched content ads.
Content Marketing and the Path to Predictability
Sign In or Join Now to save your favorite resources. Every business strives to reach a state of predictability. When a business becomes predictable, it can drive sustainable growth from knowing exactly how much money to invest to generate a precise amount of new revenue. Predictability is what allows small business owners to march into ABC’s “Shark Tank” and capture six-figure investments from investors like Mark Cuban.
Women in the Workplace 2017: Narrowing the Gap
There is no question that a woman’s accomplishments in the classroom, boardroom, and home are all beyond what most people realize. However, there somehow continues to be a gap between what women have accomplished and how they are recognized. Women in the United States earn 60% of undergraduate degrees and 60% of master’s degrees. They hold 52% of all professional-level jobs and contribute $7.6 trillion to the gross domestic product.
From 3 to 200: Advice for growing a business
Real, rapid, and sustainable growth comes from retaining the customers you’ve already won. Running a business can appear easy from the outside, especially with new start-ups popping up everyday, boasting about how much fun their employees are having. Don’t get me wrong: I’ve had a lot of fun leading my company. In my experience, though, running a business is not all fun and games. It’s a lot of hard work and a lot of sleepless nights.
How to Measure Top-of-Funnel Content: Key Metrics, Explained
At NewsCred, one of our favorite things to say is that content marketing is not about being good at creating content – it’s being good at driving business results through content. The definitive way of proving content marketing ROI is by using an analytics platform to measure hard conversions like leads generated or purchases completed.
Every Boss Should Encourage Their Employees To Be Their Own CEOs
The Entrepreneur Insiders network is an online community where the most thoughtful and influential people in America’s startup scene contribute answers to timely questions about entrepreneurship and careers. Today’s answer to the question, “What lessons can transform every entrepreneur’s business for the better?” is written by Shafqat Islam, CEO of NewsCred. Sometimes it strikes me as a bit crazy that I’ve been an entrepreneur for the better part of a decade.
The Biggest Challenge for Working Parents
Almost a year and a half ago, my wife and I had our first child. Being a dad, especially at a startup, isn’t easy. People don’t talk about it that often, but it’s a real challenge. I constantly wish I could spend more time with my baby in this important time in her young life. But since she arrived, it’s also been a hugely exciting time for NewsCred, the content marketing company that I co-founded over eight years ago.
Marketers And Journalists - Joining Forces To Create Killer Content
Brand journalism is undoubtedly gaining both popularity and credibility. With the process of brands becoming publishers well under way, the talented writers brands recruit are key to producing the relevant and insightful copy that audiences demand. It is not just a trend. A week rarely goes by without another announcement of a company adding revered journalists to their brand content team. In March, for example, Metro newspaper hired three more people for its in-house creative division, Story.
Marketers, take it "Yeezy" on the brand plugs
Earlier this year, AdAge covered the 4A's Transformation conference in Austin, leading with the warning siren that on the heels of "banner blindness," "content blindness" was not far behind. "Over time, we'll start to see more and more content blindness," said Elena Sukacheva, managing director of global content solutions group for The Economist Group.
Thinking of changing careers? Here's what you need to know
The Leadership Insider network is an online community where the most thoughtful and influential people in business contribute answers to timely questions about careers and leadership. Today’s answer to the question “What’s your best piece of advice for someone looking to change careers?” is by Shafqat Islam, CEO of NewsCred. Career transitions can start months (and sometimes years) before the actual leap is made.
Leading With Purpose: Impact Means More Than Your Bottom Line
Something that I think about a lot these days is the notion of being “impactful.” Entrepreneurs often get caught up on making the most amount of money, figuring out how to squeeze out additional margin, or improving operative leverage. Or we look at vanity metrics like investment dollars raised or customers signed up. Ultimately, these benchmarks are all just means to an end. When the game is over, the final scorecard is important, but not sufficient.
Irrational Optimism: An Essential Trait for Entrepreneurs
The summer of 2010 was a rough summer. NewsCred, a content syndication startup based out of my home in Switzerland, was almost two years old. We had burned through our angel funds, had minimal traction and were at a crossroads. In hindsight, it was less of a crossroads situation, and more of a dead-end or cliff. We didn't have enough money to meet payroll, and with our backs against the wall, a rational person would have pulled the plug.
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