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Content Marketing      Nick Ducoff    Boston Startup School        June 26, 2012
About.me
About.me05-06
About.me        06-1005-06
About.me        06-1005-06           10-12
About.me        06-10                12-05-06           10-12                        BOUNDLESS
About.me
About.meAdvisor
About.meAdvisor     Investor
Agenda•   Marketing Funnel•   Bang for the Buck•   Acquisition Funnels•   Blog Considerations•   Action Optimization•   Me...
Agenda•   Bang for the Buck•   Acquisition Funnels•   Blog Considerations•   Action Optimization•   Measure Your Conversio...
Agenda•   Acquisition Funnels•   Blog Considerations•   Action Optimization•   Measure Your Conversions•   Content Tips•  ...
Agenda•   Blog Considerations•   Action Optimization•   Measure Your Conversions•   Content Tips•   Content Tools•   Blog ...
Agenda•   Action Optimization•   Measure Your Conversions•   Content Tips•   Content Tools•   Blog Post Exercise
Agenda•   Measure Your Conversions•   Content Tips•   Content Tools•   Blog Post Exercise
Agenda•   Content Tips•   Content Tools•   Blog Post Exercise
Agenda•   Content Tools•   Blog Post Exercise
Agenda•   Blog Post Exercise
Agenda
Marketing Funnel             URL
Marketing Funnel             URL
Bang for the Buck
Bang for the Buck
Bang for the Buck• 60% lower acquisition cost
Bang for the Buck• 60% lower acquisition cost• Bonuses • Increases retention • Increases referral • Improves SEO ranking
Site Acquisition Funnel          Web          Site         Action
Site Acquisition Funnel1,000     Web          Site         Action
Site Acquisition Funnel1,000         Web        200    Site              Action
Site Acquisition Funnel1,000              Web        200         Site                   Action              40
Blog Acquisition Funnel          Web          Blog         Action
Blog Acquisition Funnel1,000         Web              Blog             Action
Blog Acquisition Funnel1,000         Web        500    Blog              Action
Blog Acquisition Funnel1,000              Web        500         Blog                   Action              50
Blog Considerations
Blog Considerations• Who is your customer?
Blog Considerations• Who is your customer?• Where does your customer hang out?
Blog Considerations• Who is your customer?• Where does your customer hang out?• What does your customer care about?
Blog Considerations• Who is your customer?• Where does your customer hang out?• What does your customer care about?• What ...
Action Optimization•   Emails•   Forms•   Signups•   Shares/    Follows
Action Optimization•   Emails•   Forms•   Signups•   Shares/    Follows
Action Optimization•   Emails•   Forms•   Signups•   Shares/    Follows
Action Optimization•   Emails•   Forms•   Signups•   Shares/    Follows
Action Optimization•   Emails•   Forms•   Signups•   Shares/    Follows
Action Optimization•   Emails•   Forms•   Signups•   Shares/    Follows
Action Optimization•   Emails•   Forms•   Signups•   Shares/    Follows
Action Optimization•   Emails•   Forms•   Signups•   Shares/    Follows
Action Optimization•   Emails•   Forms•   Signups•   Shares/    Follows
Measure Your Conversions
Measure Your Conversions • NOT vanity metrics (e.g. visits, views)
Measure Your Conversions • NOT vanity metrics (e.g. visits, views) • Track where web traffic is coming from
Measure Your Conversions • NOT vanity metrics (e.g. visits, views) • Track where web traffic is coming from • Track who the...
Measure Your Conversions • NOT vanity metrics (e.g. visits, views) • Track where web traffic is coming from • Track who the...
Measure Your Conversions • NOT vanity metrics (e.g. visits, views) • Track where web traffic is coming from • Track who the...
Measure Your Conversions • NOT vanity metrics (e.g. visits, views) • Track where web traffic is coming from • Track who the...
Content Tips
Content Tips• Create
Content Tips• Create• Curate
Content Tips• Create• Curate• Congratulate
Content Tips• Create• Curate• Congratulate• Converse
Content Tips• Create• Curate• Congratulate• Converse• Consistency
Create
Create         •   Action: shares
Create         •   Action: shares         •   Customer:             recent college             grads
Create         •   Action: shares         •   Customer:             recent college             grads         •   Create wh...
Create         •   Action: shares         •   Customer:             recent college             grads         •   Create wh...
Curate
Curate         •   Action: follows
Curate         •   Action: follows         •   Customer:             entrepreneurs
Curate         •   Action: follows         •   Customer:             entrepreneurs         •   Curate when             you...
Curate         •   Action: follows         •   Customer:             entrepreneurs         •   Curate when             you...
Congratulate
Congratulate         •   Action: follow
Congratulate         •   Action: follow         •   Customer:             influencer
Congratulate         •   Action: follow         •   Customer:             influencer         •   When you             congr...
Converse
Converse      •   Action:          engagement
Converse      •   Action:          engagement      •   Customer:          existing customer
Converse      •   Action:          engagement      •   Customer:          existing customer      •   Once you have a      ...
Consistency
Consistency        •   Blogging daily vs.            monthly increases            likelihood of            conversion by 2X
Consistency        •   Blogging daily vs.            monthly increases            likelihood of            conversion by 2...
Consistency        •   Blogging daily vs.            monthly increases            likelihood of            conversion by 2...
Content Tools•   Beginner - Intermediate    •   Tumblr or Wordpress for CMS    •   Visually to find infographics    •   Soc...
Blog Post Exercise
Blog Post Exercise• Sign up for tools
Blog Post Exercise• Sign up for tools• Create/curate content
Blog Post Exercise• Sign up for tools• Create/curate content• Post content on blog
Blog Post Exercise• Sign up for tools• Create/curate content• Post content on blog• Use twitter to get blog views
Blog Post Exercise• Sign up for tools• Create/curate content• Post content on blog• Use twitter to get blog views• Measure...
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Content Marketing

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  • Transcript of "Content Marketing"

    1. 1. Content Marketing Nick Ducoff Boston Startup School June 26, 2012
    2. 2. About.me
    3. 3. About.me05-06
    4. 4. About.me 06-1005-06
    5. 5. About.me 06-1005-06 10-12
    6. 6. About.me 06-10 12-05-06 10-12 BOUNDLESS
    7. 7. About.me
    8. 8. About.meAdvisor
    9. 9. About.meAdvisor Investor
    10. 10. Agenda• Marketing Funnel• Bang for the Buck• Acquisition Funnels• Blog Considerations• Action Optimization• Measure Your Conversions• Content Tips• Content Tools• Blog Post Exercise
    11. 11. Agenda• Bang for the Buck• Acquisition Funnels• Blog Considerations• Action Optimization• Measure Your Conversions• Content Tips• Content Tools• Blog Post Exercise
    12. 12. Agenda• Acquisition Funnels• Blog Considerations• Action Optimization• Measure Your Conversions• Content Tips• Content Tools• Blog Post Exercise
    13. 13. Agenda• Blog Considerations• Action Optimization• Measure Your Conversions• Content Tips• Content Tools• Blog Post Exercise
    14. 14. Agenda• Action Optimization• Measure Your Conversions• Content Tips• Content Tools• Blog Post Exercise
    15. 15. Agenda• Measure Your Conversions• Content Tips• Content Tools• Blog Post Exercise
    16. 16. Agenda• Content Tips• Content Tools• Blog Post Exercise
    17. 17. Agenda• Content Tools• Blog Post Exercise
    18. 18. Agenda• Blog Post Exercise
    19. 19. Agenda
    20. 20. Marketing Funnel URL
    21. 21. Marketing Funnel URL
    22. 22. Bang for the Buck
    23. 23. Bang for the Buck
    24. 24. Bang for the Buck• 60% lower acquisition cost
    25. 25. Bang for the Buck• 60% lower acquisition cost• Bonuses • Increases retention • Increases referral • Improves SEO ranking
    26. 26. Site Acquisition Funnel Web Site Action
    27. 27. Site Acquisition Funnel1,000 Web Site Action
    28. 28. Site Acquisition Funnel1,000 Web 200 Site Action
    29. 29. Site Acquisition Funnel1,000 Web 200 Site Action 40
    30. 30. Blog Acquisition Funnel Web Blog Action
    31. 31. Blog Acquisition Funnel1,000 Web Blog Action
    32. 32. Blog Acquisition Funnel1,000 Web 500 Blog Action
    33. 33. Blog Acquisition Funnel1,000 Web 500 Blog Action 50
    34. 34. Blog Considerations
    35. 35. Blog Considerations• Who is your customer?
    36. 36. Blog Considerations• Who is your customer?• Where does your customer hang out?
    37. 37. Blog Considerations• Who is your customer?• Where does your customer hang out?• What does your customer care about?
    38. 38. Blog Considerations• Who is your customer?• Where does your customer hang out?• What does your customer care about?• What action are you optimizing for?
    39. 39. Action Optimization• Emails• Forms• Signups• Shares/ Follows
    40. 40. Action Optimization• Emails• Forms• Signups• Shares/ Follows
    41. 41. Action Optimization• Emails• Forms• Signups• Shares/ Follows
    42. 42. Action Optimization• Emails• Forms• Signups• Shares/ Follows
    43. 43. Action Optimization• Emails• Forms• Signups• Shares/ Follows
    44. 44. Action Optimization• Emails• Forms• Signups• Shares/ Follows
    45. 45. Action Optimization• Emails• Forms• Signups• Shares/ Follows
    46. 46. Action Optimization• Emails• Forms• Signups• Shares/ Follows
    47. 47. Action Optimization• Emails• Forms• Signups• Shares/ Follows
    48. 48. Measure Your Conversions
    49. 49. Measure Your Conversions • NOT vanity metrics (e.g. visits, views)
    50. 50. Measure Your Conversions • NOT vanity metrics (e.g. visits, views) • Track where web traffic is coming from
    51. 51. Measure Your Conversions • NOT vanity metrics (e.g. visits, views) • Track where web traffic is coming from • Track who the visitors are
    52. 52. Measure Your Conversions • NOT vanity metrics (e.g. visits, views) • Track where web traffic is coming from • Track who the visitors are • Establish baseline: web => site conversions
    53. 53. Measure Your Conversions • NOT vanity metrics (e.g. visits, views) • Track where web traffic is coming from • Track who the visitors are • Establish baseline: web => site conversions • Measure web => blog conversions
    54. 54. Measure Your Conversions • NOT vanity metrics (e.g. visits, views) • Track where web traffic is coming from • Track who the visitors are • Establish baseline: web => site conversions • Measure web => blog conversions • Measure the “bounce rate” at each step
    55. 55. Content Tips
    56. 56. Content Tips• Create
    57. 57. Content Tips• Create• Curate
    58. 58. Content Tips• Create• Curate• Congratulate
    59. 59. Content Tips• Create• Curate• Congratulate• Converse
    60. 60. Content Tips• Create• Curate• Congratulate• Converse• Consistency
    61. 61. Create
    62. 62. Create • Action: shares
    63. 63. Create • Action: shares • Customer: recent college grads
    64. 64. Create • Action: shares • Customer: recent college grads • Create when you know something cold
    65. 65. Create • Action: shares • Customer: recent college grads • Create when you know something cold • 1-2 hrs per post
    66. 66. Curate
    67. 67. Curate • Action: follows
    68. 68. Curate • Action: follows • Customer: entrepreneurs
    69. 69. Curate • Action: follows • Customer: entrepreneurs • Curate when you don’t have an hr to create
    70. 70. Curate • Action: follows • Customer: entrepreneurs • Curate when you don’t have an hr to create • Track link clicks on bit.ly
    71. 71. Congratulate
    72. 72. Congratulate • Action: follow
    73. 73. Congratulate • Action: follow • Customer: influencer
    74. 74. Congratulate • Action: follow • Customer: influencer • When you congratulate people, they often thank you and sometimes follow you back
    75. 75. Converse
    76. 76. Converse • Action: engagement
    77. 77. Converse • Action: engagement • Customer: existing customer
    78. 78. Converse • Action: engagement • Customer: existing customer • Once you have a relationship you need to nurture it
    79. 79. Consistency
    80. 80. Consistency • Blogging daily vs. monthly increases likelihood of conversion by 2X
    81. 81. Consistency • Blogging daily vs. monthly increases likelihood of conversion by 2X • More posts mean more impressions and more actions
    82. 82. Consistency • Blogging daily vs. monthly increases likelihood of conversion by 2X • More posts mean more impressions and more actions • More is better for SEO
    83. 83. Content Tools• Beginner - Intermediate • Tumblr or Wordpress for CMS • Visually to find infographics • Soc Metrics to identify influencers • Tweet Favor to coordinate tweets • Simply Measured to measure social actions• Advanced • Google Analytics, KISSmetrics, Infochimps
    84. 84. Blog Post Exercise
    85. 85. Blog Post Exercise• Sign up for tools
    86. 86. Blog Post Exercise• Sign up for tools• Create/curate content
    87. 87. Blog Post Exercise• Sign up for tools• Create/curate content• Post content on blog
    88. 88. Blog Post Exercise• Sign up for tools• Create/curate content• Post content on blog• Use twitter to get blog views
    89. 89. Blog Post Exercise• Sign up for tools• Create/curate content• Post content on blog• Use twitter to get blog views• Measure action (shares)
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