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Step-By-Step Content Marketing
 

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 ...

• 3. DOING BUSINESS ON THE WEB FOR 9 YEARS AND PLENTY OF FAILURES ALONG THE WAY
• 4. Start engaging your people The lifeblood of your business is people. They interact with you and even pay you… they are your users... your customers. Start getting to know them 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 YOUR Customers?
• 6. WHERE DO THEY Hang out?
• 7. HOW SHOULD YOU Engage?
• 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? 16,000 TWEETS 109,000 FOLLOWERS $0 BUDGET
• 13. Publish awesome content
• 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 51 INFOGRAPHICS 505 POSTS 20,000 COMMENTS
• 22. WE’VE DESIGNED & MARKETED OVER 50 INFOGRAPHICS
• 23. WE’VE DESIGNED & MARKETED OVER 50 INFOGRAPHICS
• 24. 5K Tweets 6K Likes 1 Radio Show CASE STUDY HOW DO COLORS AFFECT PURCHASES?
• 25. 2k Tweets 600 Likes 300 LinkedIn Shares CASE STUDY BOUNCE RATE DEMYSTIFIED
• 26. 2k Tweets 1k Likes 366 LinkedIn Shares CASE STUDY WHAT MAKES SOMEONE LEAVE A WEBSITE?
• 27. Be consistently awesome
• 28. Measure and optimize your content Focus on actionable metrics for your content. It’s easy to drown in a sea of vanity metrics. Hone in on the metrics that matter based on your own specific business goals. “Be metrics driven and test a lot." Mark Suster - Design for conversions - Qualitative measurement - Quantitative measurement - Optimize & improve results
• 29. Design for conversions
• 35. Design User Experience? What is for conversions VANITY METRICS
• 36. Design User Experience? What is for conversions VANITY METRICS WILL Kill Your ROI
• 37. Qualitative measurement What is User Experience?
• 38. Qualitative measurement WHAT DO YOUR READERS WANT TO READ?
• 39. Qualitative measurement DID READERS GET VALUE FROM YOUR CONTENT?
• 40. Qualitative measurement HOW CAN YOU IMPROVE YOUR CONTENT?
• 41. Qualitative measurement WHO ARE YOUR READERS?
• 42. Qualitative measurement HOW CAN YOU DELIGHT YOUR READERS?
• 43. Quantitative measurement
• 44. Quantitative measurement
• 45. Quantitative measurement
• 46. Quantitative measurement
• 47. Optimize and improve results
• 48. 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.”
• 49. Optimize and improve results
• 50. Optimize and improve results
• 51. Optimize and improve results
• 52. Data Informed

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    Step-By-Step Content Marketing Step-By-Step Content Marketing Presentation Transcript

    • STEP-BY-STEP CONTENT MARKETING Neil Patel KISSmetricsSunday, March 3, 13
    • @neilpatel #KISSmetricsSunday, March 3, 13
    • DOING BUSINESS ON THE WEB FOR 9 YEARS AND PLENTY OF FAILURES ALONG THE WAYSunday, March 3, 13
    • Start engaging your people The lifeblood of your business is people. They interact with you and even pay you… they are your users... your customers. Start getting to know them 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?Sunday, March 3, 13
    • WHO ARE YOUR Customers?Sunday, March 3, 13
    • WHERE DO THEY Hang out?Sunday, March 3, 13
    • HOW SHOULD YOU Engage?Sunday, March 3, 13
    • What is User Experience?Sunday, March 3, 13
    • Who are your customers? ONLINE MARKETERS WITH WebsitesSunday, March 3, 13
    • Where do they hang out? #measure ON TWITTERSunday, March 3, 13
    • How should you engage?Sunday, March 3, 13
    • How should you engage? 16,000 TWEETS 109,000 FOLLOWERS $0 BUDGETSunday, March 3, 13
    • Publish awesome content Content is king. Great content gets people excited, it educates them, it helps them be successful and even makes them want more! “No matter what, the very first piece of social media real estate Id start with is a blog.” - Start a blog Chris Brogan - Create content - Be consistently awesomeSunday, March 3, 13
    • Start a blog SELF-HOSTEDSunday, March 3, 13
    • Start a blog DRIP EMAIL MARKETINGSunday, March 3, 13
    • Create contentSunday, March 3, 13
    • Create content that teachesSunday, March 3, 13
    • Be consistently awesomeSunday, March 3, 13
    • What is User Experience?Sunday, March 3, 13
    • Start a blog $7.35 COST PER SIGN UPSunday, March 3, 13
    • Create content 51 INFOGRAPHICS 505 POSTS 20,000 COMMENTSSunday, March 3, 13
    • WE’VE DESIGNED & MARKETED OVER 50 INFOGRAPHICSSunday, March 3, 13
    • WE’VE DESIGNED & MARKETED OVER 50 INFOGRAPHICSSunday, March 3, 13
    • 5K Tweets 6K Likes 1 Radio Show CASE STUDY HOW DO COLORS AFFECT PURCHASES?Sunday, March 3, 13
    • 2k Tweets 600 Likes 300 LinkedIn Shares CASE STUDY BOUNCE RATE DEMYSTIFIEDSunday, March 3, 13
    • 2k Tweets 1k Likes 366 LinkedIn Shares CASE STUDY WHAT MAKES SOMEONE LEAVE A WEBSITE?Sunday, March 3, 13
    • Be consistently awesomeSunday, March 3, 13
    • Measure and optimize your content Focus on actionable metrics for your content. It’s easy to drown in a sea of vanity metrics. Hone in on the metrics that matter based on your own specific business goals. “Be metrics driven and test a lot." Mark Suster - Design for conversions - Qualitative measurement - Quantitative measurement - Optimize & improve resultsSunday, March 3, 13
    • Design for conversionsSunday, March 3, 13
    • Design for conversionsSunday, March 3, 13
    • Design for conversionsSunday, March 3, 13
    • Design for conversionsSunday, March 3, 13
    • Design for conversionsSunday, March 3, 13
    • Design for conversionsSunday, March 3, 13
    • Design User Experience? What is for conversions VANITY METRICSSunday, March 3, 13
    • Design User Experience? What is for conversions VANITY METRICS WILL Kill Your ROISunday, March 3, 13
    • Qualitative measurement What is User Experience?Sunday, March 3, 13
    • Qualitative measurement WHAT DO YOUR READERS WANT TO READ?Sunday, March 3, 13
    • Qualitative measurement DID READERS GET VALUE FROM YOUR CONTENT?Sunday, March 3, 13
    • Qualitative measurement HOW CAN YOU IMPROVE YOUR CONTENT?Sunday, March 3, 13
    • Qualitative measurement WHO ARE YOUR READERS?Sunday, March 3, 13
    • Qualitative measurement HOW CAN YOU DELIGHT YOUR READERS?Sunday, March 3, 13
    • Quantitative measurementSunday, March 3, 13
    • Quantitative measurement EMAIL SIGN UP CONVERSION RATESunday, March 3, 13
    • Quantitative measurement SHARING CONVERSION RATESunday, March 3, 13
    • Quantitative measurement WHICH BLOG POSTS CAUSE REPEAT READERS?Sunday, March 3, 13
    • Optimize and improve results TESTING BUTTON COLORS IS LazySunday, March 3, 13
    • 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.”Sunday, March 3, 13
    • Optimize and improve resultsSunday, March 3, 13
    • Optimize and improve results TEST YOUR CALL TO ACTIONSSunday, March 3, 13
    • Optimize and improve results LEARN WHICH VARIATION LEADS TO MORE REPEAT READERSSunday, March 3, 13
    • Data Informed - Continuous Improvement Optimize and improve resultsre ings Splolden Teion Build Learn Measure THE LEAN STARTUPSunday, March 3, 13
    • ROI! $7.35 COST PER SIGN UPSunday, March 3, 13
    • THANK YOU! Neil Patel quicksprout.com npatel@kissmetrics.comSunday, March 3, 13