Boost Adoption & Engagement
with Content
1	
  
@DevinEmily
&
@DannyWong1190
Building A Customer-Centered
Company
2	
  
 
	
  
	
  
Listen. Learn. React.
	
  
3	
  
Turn Customers Into Ambassadors
Credit:	
  Starbucks	
  Instagram	
   4	
  
Remember…!
It’s not about never making a mistake. It’s
about how you handle the mistakes you will
make. 
5	
  
Blogging With A Purpose!
Credit	
   6	
  
1.  How-to’s
2.  User-sourced topics
3.  Thought leadership 
4.  Case studies
5.  Reports: Newsworthy & Shareable Data
Edu...
1) How-To’s!
•  Keep it simple
•  Educate on your product & category
•  Build and develop users’ skills
lowesfixinsix.tumbl...
2) Crowdsourced Topics!
•  Find out what your users struggle with
•  Source from your knowledge base
•  Don’t be afraid to...
3) Developing Thought Leadership!
•  Critically analyzing
your industry
•  Speaking,
especially about the
boring stuff
10	...
4) Case Studies!
•  Easy to reference. Quantifiable results.
hEp://go.shr.lc/1l2PrVS	
  
11	
  
5) Reports: Making Data Sexy!
•  Shareable Content
•  Newsworthy
12	
  
Lifecycle Emails!
Credit	
   13	
  
Educate	

Engage	

Upsell	

Share	

Benefits of Lifecycle Emails!
14	
  
Drop Some Knowledge!
•  Provide helpful content when and where
your user needs it
•  Speak their language
•  Set expectati...
Abandonment is the least of your
problems…!
•  Leave a bad review
•  Socialize their discontent
•  Recommend competitor
pr...
What you can do!
•  Produce awesome FAQ’s
•  Get creative about how you educate
•  Screenshots are your friend
•  Videos!!...
18	
  
19	
  
Survey Says…!
20	
  
Your Toolkit!
1.  Knowledge base
2.  Blog
3.  In-app messaging
4.  Email
5.  Surveys
Credit	
  
21	
  
Let’s be friends!!
Credit	
   22	
  
@DevinEmily
@DannyWong1190
 &
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How to Boost Adoption & Engagement with Unsexy Content

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For ProductCamp Boston May 2014.

You already have a marketing strategy that includes creating fresh, relevant content to increase awareness and adoption of your product. But there’s an often overlooked tool you can use to invigorate your existing user base and potentially turn them into evangelists.

Educational content isn’t exciting. BUT if it’s available when your users need it most, and it’s clear and truly helpful, then you’ll convert them from passive consumers to vocal advocates of your product. The secret is knowing where, when and with which medium (on your website, via email, in-app alerts, blog posts, tweets, etc.) to deliver messages your users actually care about. We’ll discuss how to leverage your existing help docs, develop new educational content and craft a strategy that boosts users adoption and engagement

Join @Shareaholic’s Devin Bramhall and Danny Wong and learn their content marketing strategies for engaging Shareaholic’s 300,000+ users. Devin (@devinemily) is the Product Marketing Manager, and is an accomplished storyteller, writer, daydreamer, and startup junkie. Danny (@dannywong1190) is the Marketing Manager, and is a social media addict and haphazard blogger.

Published in: Marketing, Technology, Education
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How to Boost Adoption & Engagement with Unsexy Content

  1. 1. Boost Adoption & Engagement with Content 1   @DevinEmily & @DannyWong1190
  2. 2. Building A Customer-Centered Company 2  
  3. 3.       Listen. Learn. React.   3  
  4. 4. Turn Customers Into Ambassadors Credit:  Starbucks  Instagram   4  
  5. 5. Remember…! It’s not about never making a mistake. It’s about how you handle the mistakes you will make. 5  
  6. 6. Blogging With A Purpose! Credit   6  
  7. 7. 1.  How-to’s 2.  User-sourced topics 3.  Thought leadership 4.  Case studies 5.  Reports: Newsworthy & Shareable Data Educational Content Wins! 7  
  8. 8. 1) How-To’s! •  Keep it simple •  Educate on your product & category •  Build and develop users’ skills lowesfixinsix.tumblr.com   8  
  9. 9. 2) Crowdsourced Topics! •  Find out what your users struggle with •  Source from your knowledge base •  Don’t be afraid to ask Credit   9  
  10. 10. 3) Developing Thought Leadership! •  Critically analyzing your industry •  Speaking, especially about the boring stuff 10  
  11. 11. 4) Case Studies! •  Easy to reference. Quantifiable results. hEp://go.shr.lc/1l2PrVS   11  
  12. 12. 5) Reports: Making Data Sexy! •  Shareable Content •  Newsworthy 12  
  13. 13. Lifecycle Emails! Credit   13  
  14. 14. Educate Engage Upsell Share Benefits of Lifecycle Emails! 14  
  15. 15. Drop Some Knowledge! •  Provide helpful content when and where your user needs it •  Speak their language •  Set expectations •  Be available •  Get creative 15  
  16. 16. Abandonment is the least of your problems…! •  Leave a bad review •  Socialize their discontent •  Recommend competitor products 16  
  17. 17. What you can do! •  Produce awesome FAQ’s •  Get creative about how you educate •  Screenshots are your friend •  Videos!! •  Share your helpful content •  Be proactive •  Design with the user in mind 17  
  18. 18. 18  
  19. 19. 19  
  20. 20. Survey Says…! 20  
  21. 21. Your Toolkit! 1.  Knowledge base 2.  Blog 3.  In-app messaging 4.  Email 5.  Surveys Credit   21  
  22. 22. Let’s be friends!! Credit   22   @DevinEmily @DannyWong1190 &

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