Six Growth Hacks to Get More Conversions from Your Content Marketing

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Neil Patel and Sean Ellis share 6 growth hacks for making your content marketing convert into real sales. These slides explain how to effectively use free tools to drive conversions, and find quick optimizations to immediately improve the performance of your content marketing.

Marketing Technology

Six Growth Hacks to Get More Conversions
from your Content Marketing
Turn your content engine into a growth engine.

Sean Ellis, CEO Qualaroo (@seanellis)
Sean Ellis is the CEO of Qualaroo and founder of GrowthHackers.com. Prior to Qualaroo, Sean
held marketing leadership roles with breakout companies including Dropbox, LogMeIn (IPO),
Uproar (IPO), Eventbrite and Lookout.
Neil Patel, Founder QuickSprout (@neilpatel)
Neil Patel is the co-founder of Crazy Egg, Hello Bar and KISSmetrics. He helps companies like
Amazon, NBC, GM, HP and Viacom grow their revenue. The Wall Street Journal calls him a top
influencer on the web, Forbes says he is one of the top 10 online marketers, and Entrepreneur
Magazine says he created one of the 100 most brilliant companies in the world.

Why Content?
For many businesses content marketing is still the
number one way to improve traffic, gain leads, and
drive sales.

The Challenge
How do you get real conversions from content?

Content Conversions
Success with content requires a series of micro conversions that lead
to ultimate customer conversions.
• Webinar registration
• Email subscriber
• Social share/fan
• Github follower
• Customer
• Bookmark

The Basics
• Know what you’re doing, why you’re doing it, and who you’re doing it
for. Ask questions like:
My audience is… They will interact by…
I’m offering them… Their next step will be…
They will find it via… They will share it
because…
They will care
because…
They might not share it
because…
Great questions by:

Content Hack #2 — An Offer Too Good to Refuse

Be the First to Try Nudge
nudge.qualaroo.com

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Amplification is about catching bigger waves What blogs do you read? Most corporate blogs are • Boring • Bland • Safe What kind of blogs do you read? • Opinionated • Surprising • Have a point of view • Teach you something What is Content Marketing? How important is content marketing? Content wins for most effective strategy; but it’s also the hardest to implement Amplification = content x channel What is Amplification? Example: Catching the wave in 2013 Original post: 2011 What is Amplification? Section Two: Research Start with People People first The first question you need to ask is: “who do I want to reach?” Section Two Every good product, website, campaign, and piece of writing starts with people in mind. How do you choose your audience? Technique #2: draw a venn diagram Our target audience is: __________________ Finding pain Section Two When you understand your audience’s pain you’ll be able to better define their problem. Example: pjrvs.com Focus on their needs Observe people in their habitat Where do people hang out? Research examples: where would you find managers? What are you looking for? BIG problems trends pain points frustrations Observing trends Yesterday I saw this tweet: He’s tweeting about this site: The Grid He’s not happy about it A lot of other designers don’t like it either I go to Designer News: Where have I seen this before? What’s the trend we’re observing? Designers are feeling threatened. This takes time. Collect and organize your research. Sample research I’m using an app called keeeb.com to track trends. Listen Focus on your audience’s biggest problems Organize your research • Record your findings • Organize them into groupings • Identify a big pain / issue / topic you could focus on You grow an audience by targeting a topic people care about! Section Three: Writing & Promotion 3 Write for your audience Writing viral content is hard. Great, shareable content… Why do people share content? Types of content Amplify your content Which train are you going to hitch your content to? Your own small network Someone else’s big network Effects of amplification Two types of amplifiers: 1 How do you build relationships with influencers? How do you earn the right to on online communities? Add value Hacker News Designer News Product Hunt Target the right networks Coordinate your efforts Example 1: Groovehq Coordinate your launch The game plan A note on Hacker News, Designer News, Product Hunt, Reddit… It typically takes about 20-30 minutes for a story to slip off the "New Submissions" page. That's your window to get enough votes to appear on the front page. The algorithm on News Sites favours new content Can you game the system? Timing is important

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Six Growth Hacks to Get More Conversions from Your Content Marketing

1. Six Growth Hacks to Get More Conversions from your Content Marketing Turn your content engine into a growth engine.

2. Sean Ellis, CEO Qualaroo (@seanellis) Sean Ellis is the CEO of Qualaroo and founder of GrowthHackers.com. Prior to Qualaroo, Sean held marketing leadership roles with breakout companies including Dropbox, LogMeIn (IPO), Uproar (IPO), Eventbrite and Lookout. Neil Patel, Founder QuickSprout (@neilpatel) Neil Patel is the co-founder of Crazy Egg, Hello Bar and KISSmetrics. He helps companies like Amazon, NBC, GM, HP and Viacom grow their revenue. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 online marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies in the world.

3. #contenthacks

4. Why Content? For many businesses content marketing is still the number one way to improve traffic, gain leads, and drive sales.

5. The Challenge How do you get real conversions from content?

6. Content Conversions Success with content requires a series of micro conversions that lead to ultimate customer conversions. • Webinar registration • Email subscriber • Social share/fan • Github follower • Customer • Bookmark

7. The Basics • Know what you’re doing, why you’re doing it, and who you’re doing it for. Ask questions like: My audience is… They will interact by… I’m offering them… Their next step will be… They will find it via… They will share it because… They will care because… They might not share it because… Great questions by:

8. Pick a Meaty Topic

9. Pick a Meaty Topic

10. Pick a Meaty Topic

11. Content Hack #1 — Wait, There’s More!

12. Content Hack #1 — Wait, There’s More!

13. Content Hack #2 — An Offer Too Good to Refuse

14. Content Hack #2 — An Offer Too Good to Refuse

15. Content Hack #2 — An Offer Too Good to Refuse

16. Content Hack #3 — Free Tools

17. Content Hack #3 — Free Tools

18. Content Hack #4 — Make it Easy

19. Content Hack #4 — Make it Easy

20. Content Hack #4 — Make it Easy

21. Content Hack #5 — Serialized Content

22. Content Hack #5 — Serialized Content

23. Content Hack #5 — Serialized Content

24. Content Hack #6 — Remix Everything

25. Be the First to Try Nudge nudge.qualaroo.com

26. Q & A

Six Growth Hacks to Get More Conversions from Your Content Marketing

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