Step by Step Content Marketing

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• 3. DOING BUSINESS ON THE WEB FOR 9 YEARS AND PLENTY OF FAILURES ALONG THE WAY
• 4. Start engaging yourpeopleThe lifeblood of your business ispeople. They interact with you andeven pay you… they are your users...your customers. Start getting to knowthem as fast as possible. “There is no black magic to successfully attracting customers via the web.” Rand Fishkin- Who are your customers?- Where do they hang out?- How should you engage?
• 5. WHO ARE YOURCustomers?
• 6. WHERE DO THEYHang out?
• 7. HOW SHOULD YOUEngage?
• 8. What is User Experience?
• 9. Who are your customers? ONLINE MARKETERS WITH Websites
• 10. Where do they hang out? #measure ON TWITTER
• 11. How should you engage?
• 12. How should you engage? 10,000 TWEETS 88,000 FOLLOWERS $0 BUDGET
• 13. Publish awesomecontentContent is king. Great content getspeople excited, it educates them, ithelps them be successful and evenmakes them want more! “No matter what, the very first piece of social media real estate Id start with is a blog.” Chris Brogan- Start a blog- Create content- Be consistently awesome
• 14. Start a blog SELF-HOSTED
• 15. Start a blog DRIP EMAIL MARKETING
• 16. Create content
• 17. Create content that teaches
• 18. Be consistently awesome
• 19. What is User Experience?
• 20. Start a blog $7.35 COST PER SIGN UP
• 21. Create content 50 INFOGRAPHICS 300 POSTS 10,000 COMMENTS
• 22. WE’VE DESIGNED & MARKETEDOVER 50 INFOGRAPHICS
• 23. 15K Tweets 5K Likes 1 Radio ShowCASE STUDYHOW DO COLORS AFFECT PURCHASES?
• 24. 4000 Tweets 500 Likes 300 LinkedIn SharesCASE STUDYBOUNCE RATE DEMYSTIFIED
• 25. 3900 Tweets 707 Likes 366 LinkedIn SharesCASE STUDYWHAT MAKES SOMEONE LEAVE AWEBSITE?
• 26. Be consistently awesome
• 27. Measure and optimizeyour contentFocus on actionable metrics for yourcontent. It’s easy to drown in a sea ofvanity metrics. Hone in on the metricsthat matter based on your own specificbusiness goals. “Be metrics driven and test a lot." Mark Suster- Design for conversions- Qualitative measurement- Quantitative measurement- Optimize & improve results
• 28. Design for conversions
• 29. Design for conversions
• 30. Design for conversions
• 31. Design for conversions
• 32. Design for conversions
• 33. Design for conversions
• 34. Design User Experience?What isfor conversions VANITY METRICS
• 35. Design User Experience?What isfor conversions VANITY METRICS WILL Kill Your ROI
• 36. Qualitative measurement
• 46. Optimize and improve results
• 51. Data Informed
• 52. ROI! $7.35 COST PER SIGN UP

Published in: Technology, Business

Step by Step Content Marketing

  1. 1. STEP-BY-STEP CONTENT MARKETING Hiten Shah April 2012 - BlueGlass LA
  2. 2. @hnshah #BlueGlassLA
  3. 3. DOING BUSINESS ON THE WEB FOR 9 YEARS AND PLENTY OF FAILURES ALONG THE WAY
  4. 4. Start engaging yourpeopleThe lifeblood of your business ispeople. They interact with you andeven pay you… they are your users...your customers. Start getting to knowthem as fast as possible. “There is no black magic to successfully attracting customers via the web.” Rand Fishkin- Who are your customers?- Where do they hang out?- How should you engage?
  5. 5. WHO ARE YOURCustomers?
  6. 6. WHERE DO THEYHang out?
  7. 7. HOW SHOULD YOUEngage?
  8. 8. What is User Experience?
  9. 9. Who are your customers? ONLINE MARKETERS WITH Websites
  10. 10. Where do they hang out? #measure ON TWITTER
  11. 11. How should you engage?
  12. 12. How should you engage? 10,000 TWEETS 88,000 FOLLOWERS $0 BUDGET
  13. 13. Publish awesomecontentContent is king. Great content getspeople excited, it educates them, ithelps them be successful and evenmakes them want more! “No matter what, the very first piece of social media real estate Id start with is a blog.” Chris Brogan- Start a blog- Create content- Be consistently awesome
  14. 14. Start a blog SELF-HOSTED
  15. 15. Start a blog DRIP EMAIL MARKETING
  16. 16. Create content
  17. 17. Create content that teaches
  18. 18. Be consistently awesome
  19. 19. What is User Experience?
  20. 20. Start a blog $7.35 COST PER SIGN UP
  21. 21. Create content 50 INFOGRAPHICS 300 POSTS 10,000 COMMENTS
  22. 22. WE’VE DESIGNED & MARKETEDOVER 50 INFOGRAPHICS
  23. 23. 15K Tweets 5K Likes 1 Radio ShowCASE STUDYHOW DO COLORS AFFECT PURCHASES?
  24. 24. 4000 Tweets 500 Likes 300 LinkedIn SharesCASE STUDYBOUNCE RATE DEMYSTIFIED
  25. 25. 3900 Tweets 707 Likes 366 LinkedIn SharesCASE STUDYWHAT MAKES SOMEONE LEAVE AWEBSITE?
  26. 26. Be consistently awesome
  27. 27. Measure and optimizeyour contentFocus on actionable metrics for yourcontent. It’s easy to drown in a sea ofvanity metrics. Hone in on the metricsthat matter based on your own specificbusiness goals. “Be metrics driven and test a lot." Mark Suster- Design for conversions- Qualitative measurement- Quantitative measurement- Optimize & improve results
  28. 28. Design for conversions
  29. 29. Design for conversions
  30. 30. Design for conversions
  31. 31. Design for conversions
  32. 32. Design for conversions
  33. 33. Design for conversions
  34. 34. Design User Experience?What isfor conversions VANITY METRICS
  35. 35. Design User Experience?What isfor conversions VANITY METRICS WILL Kill Your ROI
  36. 36. Qualitative measurementWhat is User Experience?
  37. 37. Qualitative measurement WHAT DO YOUR READERS WANT TO READ?
  38. 38. Qualitative measurement DID READERS GET VALUE FROM YOUR CONTENT?
  39. 39. Qualitative measurement HOW CAN YOU IMPROVE YOUR CONTENT?
  40. 40. Qualitative measurement WHO ARE YOUR READERS?
  41. 41. Qualitative measurement HOW CAN YOU DELIGHT YOUR READERS?
  42. 42. Quantitative measurement
  43. 43. Quantitative measurement EMAIL SIGN UP CONVERSION RATE
  44. 44. Quantitative measurement SHARING CONVERSION RATE
  45. 45. Quantitative measurement WHICH BLOG POSTS CAUSE REPEAT READERS?
  46. 46. Optimize and improve results TESTING BUTTON COLORS IS Lazy
  47. 47. Optimize and improve results “What works for us may not work for you. Please do your own testing. Your conversion rates may suffer if you copy us.”
  48. 48. Optimize and improve results
  49. 49. Optimize and improve results TEST YOUR CALL TO ACTIONS
  50. 50. Optimize and improve results LEARN WHICH VARIATION LEADS TO MORE REPEAT READERS
  51. 51. Data Informed - Continuous Improvement Optimize and improve resultsre ings Splolden Teion Build Learn Measure THE LEAN STARTUP
  52. 52. ROI! $7.35 COST PER SIGN UP
  53. 53. THANK YOU! Hiten Shah hitenism.com hnshah@gmail.com
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