Content Marketing Lessons From 10 Years
and 41,525,103 Website Visits
Hiten Shah
hnshah@gmail.com
View this presentation online:
http://kiss.ly/conmarket
DoingBusinessontheWeb
12 Years
Finding and Solving Marketing Problems
HTTP://KISS.LY/MKTFUN
HTTP://KISS.LY/MKTFUN
Our B2B Businesses Have Had
41,525,103
Visits Since 2003 Because of Content Marketing
Content Marketing
ContentMarketing
LESSON 1
Content = Marketing
You already create lots of content
The art of marketing is to
create better content.
The science helps you
measure its performance.
January 2015
1,876companies
January 2014
947companies
Find pages with high traffic and high bounce rate
HTTP://GOOGLE.COM/ANALYTICS
Find pages with high traffic and low conversion rate
HTTP://UNBOUNCE.COM
Find sources with high traffic and low conversion rate
HTTP://HUBSPOT.COM
Increase Conversions
By A/B Testing
Do a Happy Dance
But Watch it Closely
Get More Traffic
So You Can Start A/B Testing
Get ...
LESSON 2
People ignore ads but
they love great content.
They’ll even search for it!
Only 32% of marketers
say they are effectively
executing enough
content.
HTTP://KISS.LY/CONTENTSTATS
SIMPLE RULE OF CONTENT
Easy to understand. Difficult to execute.
Quality + Quantity = EYEBALLS
30+ marketing guides
70+ webinars
LESSON 3
CONTENT MARKETING CAN BE
REVERSE ENGINEERED
And imitated too!
SIMPLE RULE OF MARKETING
Figure out what’s working.
Do more of it.
Figure out what’s working.
for others
Imitate it.
but don’t rip it
HTTP://QUICKSPROUT.COM
LESSON 4
HEADLINES ARE
EVERYTHING!
They get people to click.
HTTP://KISS.LY/TAM
To impress your offer on the mind of the reader or
listener, it is necessary to put it into brief, simpl...
8 out of 10 people will
read your headline, but
only 2 out of 10 people
will read the rest of
your post.
HTTP://KISS.LY/HE...
✓ Negative words and numbers cause more clicks
✓ Keep under 65 characters to ensure search visibility
✓ Use specific headli...
FIVE SHOCKING FACTS
THAT WILL CHANGE YOUR
ENTIRE APPROACH TO
SOCIAL MEDIA
✓ Negative words and numbers cause more clicks
✓ Keep under 65 characters to ensure search visibility
✓ Use specific headli...
LESSON 5
Organic Search is the TOP traffic
source for content marketing
Content Marketing
SEO vs Content Marketing
Where traffic came from for five popular blogs in 2014
1%5%
10%
4%
21% 58%
0%6%
7%
29%
18%
39%
0%3%5%
5%
11%
77%
Organic Sear...
A couple of outliers
1%5%
10%
4%
21% 58%
0%6%
7%
29%
18%
39%
0%3%5%
5%
11%
77%
Organic Search Direct Social Referral Other...
60+ infographics
HTTP://BLOG.KISSMETRICS.COM/COLOR-PSYCHOLOGY/
HTTP://OPENSITEEXPLORER.ORG
HTTP://OPENSITEEXPLORER.ORG
HTTP://BLOG.KISSMETRICS.COM/COLOR-PSYCHOLOGY/
LESSON 6
CONTENT HELPS YOU
TELL YOUR STORY
When things are bad :(
When you want to share customer successes
When you’ve got a new feature =)
And so much more…
LESSON 7
CONTENT CREATES CONVERSION
OPPORTUNITIES
Which leads to sustainable growth!
For KISSmetrics, content
directly leads to…
Newsle er Subscribers
Webinar A endees
Website Visitors
Trial Signups
Download...
30+ marketing guides
70+ webinars
1,145% Increase in Trial Signups
KISSmetrics.com Visits and Signups
33% Increase in Signups from the blog!
Hiten Shah
hnshah@gmail.com
@hnshah
How can I help you?
Content Marketing Lessons From 10 Years and 41,525,103 Website Visits
Content Marketing Lessons From 10 Years and 41,525,103 Website Visits
Content Marketing Lessons From 10 Years and 41,525,103 Website Visits
Content Marketing Lessons From 10 Years and 41,525,103 Website Visits
Content Marketing Lessons From 10 Years and 41,525,103 Website Visits
Content Marketing Lessons From 10 Years and 41,525,103 Website Visits
Content Marketing Lessons From 10 Years and 41,525,103 Website Visits
Content Marketing Lessons From 10 Years and 41,525,103 Website Visits
Content Marketing Lessons From 10 Years and 41,525,103 Website Visits
Content Marketing Lessons From 10 Years and 41,525,103 Website Visits
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A presentation I did at the Agile Marketing Meetup in SF. It's about the lessons I've learned in the past 10 years of doing content marketing.

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Content Marketing Lessons From 10 Years and 41,525,103 Website Visits

  1. Content Marketing Lessons From 10 Years and 41,525,103 Website Visits Hiten Shah hnshah@gmail.com
  2. View this presentation online: http://kiss.ly/conmarket
  3. DoingBusinessontheWeb 12 Years Finding and Solving Marketing Problems
  4. HTTP://KISS.LY/MKTFUN
  5. HTTP://KISS.LY/MKTFUN
  6. Our B2B Businesses Have Had 41,525,103 Visits Since 2003 Because of Content Marketing
  7. Content Marketing
  8. ContentMarketing LESSON 1 Content = Marketing
  9. You already create lots of content
  10. The art of marketing is to create better content. The science helps you measure its performance.
  11. January 2015 1,876companies January 2014 947companies
  12. Find pages with high traffic and high bounce rate HTTP://GOOGLE.COM/ANALYTICS
  13. Find pages with high traffic and low conversion rate HTTP://UNBOUNCE.COM
  14. Find sources with high traffic and low conversion rate HTTP://HUBSPOT.COM
  15. Increase Conversions By A/B Testing Do a Happy Dance But Watch it Closely Get More Traffic So You Can Start A/B Testing Get More Traffic So You Can Do a Happy Dance High Traffic Low Traffic High ConversionsLow Conversions How To Figure Out What To Improve
  16. LESSON 2 People ignore ads but they love great content. They’ll even search for it!
  17. Only 32% of marketers say they are effectively executing enough content. HTTP://KISS.LY/CONTENTSTATS
  18. SIMPLE RULE OF CONTENT Easy to understand. Difficult to execute. Quality + Quantity = EYEBALLS
  19. 30+ marketing guides
  20. 70+ webinars
  21. LESSON 3 CONTENT MARKETING CAN BE REVERSE ENGINEERED And imitated too!
  22. SIMPLE RULE OF MARKETING Figure out what’s working. Do more of it.
  23. Figure out what’s working. for others Imitate it. but don’t rip it
  24. HTTP://QUICKSPROUT.COM
  25. LESSON 4 HEADLINES ARE EVERYTHING! They get people to click.
  26. HTTP://KISS.LY/TAM To impress your offer on the mind of the reader or listener, it is necessary to put it into brief, simple language…No farfetched or obscure statement will stop them. You have got to hit them where they live in the heart or in the head. You have got to catch their eyes or ears with something simple, something direct, something they want. John Caples
  27. 8 out of 10 people will read your headline, but only 2 out of 10 people will read the rest of your post. HTTP://KISS.LY/HEADLINEFORMULA
  28. ✓ Negative words and numbers cause more clicks ✓ Keep under 65 characters to ensure search visibility ✓ Use specific headlines that match your content ✓ Odd numbers perform be er than even ones ✓ Aim to have six words in your headlines ✓ Avoid words that have multiple meanings ✓ Include power verbs and interesting adjectives Tip For Be er Blog Headlines
  29. FIVE SHOCKING FACTS THAT WILL CHANGE YOUR ENTIRE APPROACH TO SOCIAL MEDIA
  30. ✓ Negative words and numbers cause more clicks ✓ Keep under 65 characters to ensure search visibility ✓ Use specific headlines that match your content ✓ Odd numbers perform be er than even ones ✓ Aim to have six words in your headlines ✓ Avoid words that have multiple meanings ✓ Include power verbs and interesting adjectives Five Shocking Facts That Will Change Your Entire Approach to Social Media 5/7
  31. LESSON 5 Organic Search is the TOP traffic source for content marketing
  32. Content Marketing
  33. SEO vs Content Marketing
  34. Where traffic came from for five popular blogs in 2014 1%5% 10% 4% 21% 58% 0%6% 7% 29% 18% 39% 0%3%5% 5% 11% 77% Organic Search Direct Social Referral Other Email 14% 2% 9% 8% 21% 47% 3%2% 8% 9% 15% 64% A B C D E
  35. A couple of outliers 1%5% 10% 4% 21% 58% 0%6% 7% 29% 18% 39% 0%3%5% 5% 11% 77% Organic Search Direct Social Referral Other Email 14% 2% 9% 8% 21% 47% 3%2% 8% 9% 15% 64% A B C D E
  36. 60+ infographics
  37. HTTP://BLOG.KISSMETRICS.COM/COLOR-PSYCHOLOGY/
  38. HTTP://OPENSITEEXPLORER.ORG
  39. HTTP://OPENSITEEXPLORER.ORG
  40. HTTP://BLOG.KISSMETRICS.COM/COLOR-PSYCHOLOGY/
  41. LESSON 6 CONTENT HELPS YOU TELL YOUR STORY
  42. When things are bad :(
  43. When you want to share customer successes
  44. When you’ve got a new feature =)
  45. And so much more…
  46. LESSON 7 CONTENT CREATES CONVERSION OPPORTUNITIES Which leads to sustainable growth!
  47. For KISSmetrics, content directly leads to… Newsle er Subscribers Webinar A endees Website Visitors Trial Signups Downloads Backlinks A ention
  48. 30+ marketing guides
  49. 70+ webinars
  50. 1,145% Increase in Trial Signups
  51. KISSmetrics.com Visits and Signups
  52. 33% Increase in Signups from the blog!
  53. Hiten Shah hnshah@gmail.com @hnshah How can I help you?

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