The	
  Five	
  W’s	
  of	
  B2B	
  
Content	
  Marke6ng	
  
!
Weapons	
  of	
  Mass	
  Distribu1on	
  2014	
  
!
!
!
Hiten...
@HNSHAH
Content	
  Marke6ng
Why	
  should	
  we	
  do	
  it?@HNSHAH
There’s	
  already	
  a	
  ton	
  of	
  
content	
  about	
  content	
  
marke6ng.	
  
!
I’m	
  going	
  to	
  share	
  wh...
h<p://kiss.ly/readmore
Pro	
  Tip:	
  
Click	
  the	
  links	
  or	
  enter	
  the	
  URL	
  
in	
  your	
  browser	
  to	...
Why h<p://kiss.ly/contentstats
People	
  spend	
  more	
  than	
  50%	
  
of	
  their	
  6me	
  online	
  looking	
  at	
 ...
Why
91%	
  of	
  B2B	
  marketers	
  use	
  
content	
  marke6ng.
@HNSHAH
h<p://kiss.ly/contentstats
Because…
Why
DISTRIBUTION!!!	
  
!
Scalable.	
  	
  
Costs	
  less.	
  
Repeatable.
@HNSHAH
h<p://kiss.ly/contentstats
Why h<p://KISSmetrics.com
Return	
  visitors	
  have	
  a	
  3x	
  higher	
  sign	
  up	
  rate
@HNSHAH
Why
Content	
  marke6ng	
  costs	
  62%	
  
less	
  than	
  tradi6onal	
  marke6ng	
  
and	
  generates	
  about	
  3	
  6...
But…
Why
Only	
  32%	
  of	
  marketers	
  say	
  
they	
  are	
  effec6vely	
  execu6ng	
  
enough	
  content.
@HNSHAH
h<p...
Why h<p://kiss.ly/contentreport
What	
  makes	
  content	
  marke6ng	
  effec6ve?
@HNSHAH
Who	
  will	
  we	
  write	
  for?	
  
!
What	
  will	
  we	
  write	
  about?	
  
!
When	
  will	
  we	
  post?	
  
!
Whe...
Who	
  will	
  we	
  write	
  for?	
  
!
What	
  will	
  we	
  write	
  about?	
  
!
When	
  will	
  we	
  post?	
  
!
Whe...
Who h<p://kiss.ly/guestblogging
Test	
  and	
  target	
  different	
  
audiences	
  by	
  wri6ng	
  guest	
  
posts	
  for	...
Making	
  guest	
  blogging	
  effec6ve
Who
✓	
  Target	
  publica1ons	
  based	
  on	
  their	
  exis1ng	
  audience	
  
✓...
Who h<p://kiss.ly/cmmanifesto
Rand	
  Fishkin’s	
  Content	
  Manifesto	
  from	
  2012
@HNSHAH
Who h<p://qualaroo.com
Ask	
  readers	
  about	
  themselves
@HNSHAH
Who h<p://qualaroo.com
Ask	
  readers	
  about	
  themselves
@HNSHAH
Who h<p://KISSmetrics.com
@HNSHAH
Who	
  will	
  we	
  write	
  for?	
  
!
What	
  will	
  we	
  write	
  about?	
  
!
When	
  will	
  we	
  post?	
  
!
Whe...
What h<p://kiss.ly/headlineformula
8	
  out	
  of	
  10	
  people	
  will	
  read	
  
your	
  headline,	
  but	
  only	
  ...
What h<p://kiss.ly/getread
Create	
  a	
  conversa6on	
  by	
  using	
  
the	
  words	
  “you”	
  and	
  “I”	
  within	
  ...
✓	
  Click-­‐throughs	
  increase	
  with	
  numbers	
  and	
  nega1ve	
  words	
  	
  
✓	
  Keep	
  them	
  under	
  65	
...
Power	
  verbs
h<p://kiss.ly/powerverbsWhat@HNSHAH
Imagine	
  yourself	
  as	
  a	
  blogging	
  commander,	
  
en6cing	
 ...
Interes6ng	
  adjec6ves
h<p://kiss.ly/headlineformulaWhat@HNSHAH
A	
  perfect	
  example	
  of	
  ideal	
  Content	
  Marke6ng
Five	
  Shocking	
  Facts	
  That	
  Will	
  Change	
  
Your...
✓	
  Click-­‐throughs	
  increase	
  with	
  numbers	
  and	
  nega1ve	
  words	
  	
  
✓	
  Keep	
  them	
  under	
  65	
...
Start	
  with	
  what’s	
  already	
  working
h<p://quicksprout.comWhat@HNSHAH
Social	
  media	
  shares	
  tell	
  all
h<p://quicksprout.comWhat@HNSHAH
Discover	
  what	
  posts	
  are	
  popular
h<p://quicksprout.comWhat@HNSHAH
Discover	
  what	
  posts	
  are	
  popular
h<p://quicksprout.comWhat@HNSHAH
h<p://kiss.ly/kmblogcontentWhat@HNSHAH
He	
  does	
  what	
  he	
  feels	
  is	
  best	
  for	
  
the	
  KISSmetrics	
  community.	
  And	
  it	
  
shouldn’t	
  ...
Who	
  will	
  we	
  write	
  for?	
  
!
What	
  will	
  we	
  write	
  about?	
  
!
When	
  will	
  we	
  post?	
  
!
Whe...
When h<p://kiss.ly/pos6ngscience
It	
  depends.
@HNSHAH
Tips	
  To	
  Learn	
  When	
  to	
  Post
When
✓	
  Start	
  by	
  deconstruc1ng	
  other	
  people’s	
  content	
  schedu...
When
Your	
  mix	
  of	
  followers,	
  traffic	
  
and	
  content	
  are	
  unique.	
  
!
What	
  works	
  for	
  others	
 ...
When
People	
  don’t	
  get	
  bored	
  when	
  
sharing,	
  reading	
  and	
  learning	
  
from	
  high	
  quality	
  con...
Who	
  will	
  we	
  write	
  for?	
  
!
What	
  will	
  we	
  write	
  about?	
  
!
When	
  will	
  we	
  post?	
  
!
Whe...
Know	
  what	
  words	
  get	
  shared	
  via	
  social	
  media
Where h<p://kiss.ly/sharedwords
@HNSHAH
Facebook	
  and	
...
Where h<p://kiss.ly/scrapeblog
If	
  you	
  just	
  make	
  a	
  few	
  small	
  
changes,	
  you	
  can	
  drama6cally	
 ...
1.	
  List	
  Posts	
  Are	
  Huge	
  
2.	
  Use	
  ‘You’	
  &	
  ‘Your’	
  A	
  Lot	
  
3.	
  Help	
  Your	
  Readers	
  ...
My	
  Opinion@HNSHAH
Content	
  Marke6ng	
  and	
  
Freemium	
  are	
  the	
  best	
  B2B	
  
strategies	
  that	
  keep	
...
Hiten	
  Shah	
  
hnshah@gmail.com	
  
@hnshah	
  
!
How	
  can	
  I	
  help	
  you?
Get	
  the	
  slides:	
  hIp://kiss.l...
[500DISTRO] Making Business Go BOOM: The 5 W's of B2B Content Marketing
[500DISTRO] Making Business Go BOOM: The 5 W's of B2B Content Marketing
Upcoming SlideShare
Loading in...5
×

[500DISTRO] Making Business Go BOOM: The 5 W's of B2B Content Marketing

7,726

Published on

Hiten Shah, Co-Founder, KISSmetrics & Crazy Egg

Published in: Marketing, Internet
2 Comments
31 Likes
Statistics
Notes
  • I really enjoyed this. Thanks for sharing.

    Check out these other talks from 500 Distro: http://www.abstract-living.com/best-5-talks-from-500distro/
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hiten, you just have scratched the surface of content marketing but this is the best basic information for beginners.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
7,726
On Slideshare
0
From Embeds
0
Number of Embeds
10
Actions
Shares
0
Downloads
163
Comments
2
Likes
31
Embeds 0
No embeds

No notes for slide

Transcript of "[500DISTRO] Making Business Go BOOM: The 5 W's of B2B Content Marketing "

  1. 1. The  Five  W’s  of  B2B   Content  Marke6ng   ! Weapons  of  Mass  Distribu1on  2014   ! ! ! Hiten  Shah  hnshah@gmail.com   ! ! Get  the  slides:  h<p://kiss.ly/hitenwmd14 @HNSHAH
  2. 2. @HNSHAH
  3. 3. @HNSHAH
  4. 4. Content  Marke6ng Why  should  we  do  it?@HNSHAH
  5. 5. There’s  already  a  ton  of   content  about  content   marke6ng.   ! I’m  going  to  share  what  I  think   is  the  best  of  the  best. @HNSHAH
  6. 6. h<p://kiss.ly/readmore Pro  Tip:   Click  the  links  or  enter  the  URL   in  your  browser  to  read  more   content  from  the  source. @HNSHAH
  7. 7. Why h<p://kiss.ly/contentstats People  spend  more  than  50%   of  their  6me  online  looking  at   content. @HNSHAH
  8. 8. Why 91%  of  B2B  marketers  use   content  marke6ng. @HNSHAH h<p://kiss.ly/contentstats
  9. 9. Because… Why DISTRIBUTION!!!   ! Scalable.     Costs  less.   Repeatable. @HNSHAH h<p://kiss.ly/contentstats
  10. 10. Why h<p://KISSmetrics.com Return  visitors  have  a  3x  higher  sign  up  rate @HNSHAH
  11. 11. Why Content  marke6ng  costs  62%   less  than  tradi6onal  marke6ng   and  generates  about  3  6mes   as  many  leads. @HNSHAH h<p://kiss.ly/contentstats
  12. 12. But… Why Only  32%  of  marketers  say   they  are  effec6vely  execu6ng   enough  content. @HNSHAH h<p://kiss.ly/contentstats
  13. 13. Why h<p://kiss.ly/contentreport What  makes  content  marke6ng  effec6ve? @HNSHAH
  14. 14. Who  will  we  write  for?   ! What  will  we  write  about?   ! When  will  we  post?   ! Where  will  we  socialize? @HNSHAH
  15. 15. Who  will  we  write  for?   ! What  will  we  write  about?   ! When  will  we  post?   ! Where  will  we  socialize? @HNSHAH
  16. 16. Who h<p://kiss.ly/guestblogging Test  and  target  different   audiences  by  wri6ng  guest   posts  for  other  people’s  blogs. @HNSHAH
  17. 17. Making  guest  blogging  effec6ve Who ✓  Target  publica1ons  based  on  their  exis1ng  audience   ✓  Choose  topics  by  analyzing  exis1ng  posts     ✓  Read,  analyze  and  respond  to  comments   ✓  Track  traffic  and  conversions  from  each  guest  post   ✓  Monitor  social  media  men1ons  and  engagement @HNSHAH h<p://kiss.ly/guestblogging
  18. 18. Who h<p://kiss.ly/cmmanifesto Rand  Fishkin’s  Content  Manifesto  from  2012 @HNSHAH
  19. 19. Who h<p://qualaroo.com Ask  readers  about  themselves @HNSHAH
  20. 20. Who h<p://qualaroo.com Ask  readers  about  themselves @HNSHAH
  21. 21. Who h<p://KISSmetrics.com @HNSHAH
  22. 22. Who  will  we  write  for?   ! What  will  we  write  about?   ! When  will  we  post?   ! Where  will  we  socialize? @HNSHAH
  23. 23. What h<p://kiss.ly/headlineformula 8  out  of  10  people  will  read   your  headline,  but  only  2  out   of  10  people  will  read  the  rest   of  your  post. @HNSHAH
  24. 24. What h<p://kiss.ly/getread Create  a  conversa6on  by  using   the  words  “you”  and  “I”  within   your  posts. @HNSHAH
  25. 25. ✓  Click-­‐throughs  increase  with  numbers  and  nega1ve  words     ✓  Keep  them  under  65  characters  to  ensure  search  visibility   ✓  Make  the  headline  specific  and  match  the  content     ✓  Odd  numbers  perform  beRer  than  even  ones   ✓  Aim  for  the  headline  to  have  six  words  in  it   ✓  Avoid  words  that  have  mul1ple  meanings   ✓  Include  power  verbs  and  interes1ng  adjec1ves Tips  For  Your  Headlines h<p://kiss.ly/headlineformulaWhat@HNSHAH
  26. 26. Power  verbs h<p://kiss.ly/powerverbsWhat@HNSHAH Imagine  yourself  as  a  blogging  commander,   en6cing  to  swie  ac6on  with  asser6veness.   Start  6tles  with  ac6onable  verbs  like  “Read,”   “Download”  or  “Learn”.    Ac6onable  verbs   can  be  visualized  and  acted  upon  easily.
  27. 27. Interes6ng  adjec6ves h<p://kiss.ly/headlineformulaWhat@HNSHAH
  28. 28. A  perfect  example  of  ideal  Content  Marke6ng Five  Shocking  Facts  That  Will  Change   Your  En6re  Approach  to  Social  Media h<p://kiss.ly/5socialHeadline  Example@HNSHAH
  29. 29. ✓  Click-­‐throughs  increase  with  numbers  and  nega1ve  words     ✓  Keep  them  under  65  characters  to  ensure  search  visibility   ✓  Make  the  headline  specific  and  match  the  content     ✓  Odd  numbers  perform  beRer  than  even  ones   ✓  Aim  for  the  headline  to  have  six  words  in  it   ✓  Avoid  words  that  have  mul1ple  meanings   ✓  Include  power  verbs  and  interes1ng  adjec1ves Tips For Your Headlines h<p://kiss.ly/5socialWhat@HNSHAH Five  Shocking  Facts  That  Will  Change   Your  En6re  Approach  to  Social  Media 5/7
  30. 30. Start  with  what’s  already  working h<p://quicksprout.comWhat@HNSHAH
  31. 31. Social  media  shares  tell  all h<p://quicksprout.comWhat@HNSHAH
  32. 32. Discover  what  posts  are  popular h<p://quicksprout.comWhat@HNSHAH
  33. 33. Discover  what  posts  are  popular h<p://quicksprout.comWhat@HNSHAH
  34. 34. h<p://kiss.ly/kmblogcontentWhat@HNSHAH
  35. 35. He  does  what  he  feels  is  best  for   the  KISSmetrics  community.  And  it   shouldn’t  be  any  other  way.   ! Neil  Patel h<p://kiss.ly/kmblogcontentWhat@HNSHAH
  36. 36. Who  will  we  write  for?   ! What  will  we  write  about?   ! When  will  we  post?   ! Where  will  we  socialize? @HNSHAH
  37. 37. When h<p://kiss.ly/pos6ngscience It  depends. @HNSHAH
  38. 38. Tips  To  Learn  When  to  Post When ✓  Start  by  deconstruc1ng  other  people’s  content  schedules   ✓  Know  when  people  are  online  using  signup  1me  data   ✓  Use  analy1cs  to  discover  when  you  get  the  most  visitors   ✓  Learn  by  sharing  the  same  thing  on  different  days  /  1mes   ✓  Social  networks  keep  changing,  so  con1nuously  test  ideas @HNSHAH
  39. 39. When Your  mix  of  followers,  traffic   and  content  are  unique.   ! What  works  for  others  won’t   necessarily  work  for  you. @HNSHAH
  40. 40. When People  don’t  get  bored  when   sharing,  reading  and  learning   from  high  quality  content. @HNSHAH
  41. 41. Who  will  we  write  for?   ! What  will  we  write  about?   ! When  will  we  post?   ! Where  will  we  socialize? @HNSHAH
  42. 42. Know  what  words  get  shared  via  social  media Where h<p://kiss.ly/sharedwords @HNSHAH Facebook  and  Google+  are  surprisingly  home-­‐oriented,  with  top  words   like  ‘recipe’  and  ‘homemade.’  TwiRer  tends  to  be  more  business  and   technology  focused.
  43. 43. Where h<p://kiss.ly/scrapeblog If  you  just  make  a  few  small   changes,  you  can  drama6cally   increase  social  sharing  for  your   posts. @HNSHAH
  44. 44. 1.  List  Posts  Are  Huge   2.  Use  ‘You’  &  ‘Your’  A  Lot   3.  Help  Your  Readers  Imagine  A  BeRer  Life   4.  List-­‐posts  Do  Best  On  Facebook,  TwiRer,  and  LinkedIn   5.  Video  Is  Most  Popular  On  Facebook   6.  Customize  Headlines  For  Each  Social  Network   7.  Pinterest  Offers  HUGE  Shares   8.  At  The  End  Of  The  Day,  It’s  Hard  To  Beat  Facebook   9.  Emo1onal  Headlines  Get  Shared  More 9  data  driven  takeaways  for  OkDork.com h<p://kiss.ly/scrapeblogWhere@HNSHAH
  45. 45. My  Opinion@HNSHAH Content  Marke6ng  and   Freemium  are  the  best  B2B   strategies  that  keep  on  giving.
  46. 46. Hiten  Shah   hnshah@gmail.com   @hnshah   ! How  can  I  help  you? Get  the  slides:  hIp://kiss.ly/hitenwmd14

×