Content Hacking for Growth Hacking

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Create your entire content marketing library from a single, 2-hour on-camera interview.

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  • Startup advisor and marketer Sean Ellis coined the term "growth hacker" in 2010.[7][8]  Andrew Chen introduced the term to a wider audience in a blog post titled, "Growth Hacker is the new VP Marketing," Chen wrote that growth hackers "are a hybrid of marketer and coder, one who looks at the traditional question of 'How do I get customers for my product?' and answers with A/B tests, landing pages, viral factor, email deliverability, and Open Graph."[1][9] In 2012, Aaron Ginn defined a growth hacker onTechCrunch as a "mindset of data, creativity, and curiosity.
  • People are online to be educated or entertained, or possibly both
  • Content Hacking for Growth Hacking

    1. 1. Your Entire Content Library FROM A SINGLE VIDEO SERIES by Shea Glenny @danyashea in/danyashea
    2. 2. PREMISE Growth Hacking requires compelling content to attract and convert visitors.
    3. 3. FACTOR Content is King & Context is Queen
    4. 4. FACTOR Google’s Hummingbird Algorithm
    5. 5. FACTOR User Behavior
    6. 6. PROBLEM Content planning can be confusing, a never-ending well of possibilities, expensive and time-consuming.
    7. 7. SOLUTION Create an entire content marketing library out of one 2-hour, on-camera interview.
    8. 8. STRATEGY A 2-hour on-camera interview can be repurposed into:  20 3-min videos  1 50-pg/8000-12,000 word eBook  20 500-word blog posts  1 40-slide slideshow for Slideshare  Over 600 Tweets  Over 130 posts for Facebook, G+ & LinkedIn
    9. 9. TACTICS The Interview • • • • 2 hours shoot Relaxed setting Q&A style 20 FAQs
    10. 10. TACTICS The 20-part Video Series • • • • 1 video/FAQ Question as on-screen text Condense rambling answers 3 min MAX per video
    11. 11. TACTICS The 50 Page eBook • • • • • • Audio transcription service 60 min of talking =10,000 words 10,000 words = 50 pages 50 pages = 5 chapters Just right for thought leadership Or 3-part mini series for lead gen
    12. 12. TACTICS The Blog • 10,000 word eBook = 20 500-word blog posts • 20 is lead gen tipping point • Full blog = more conversions • CTA to Download eBook at end of each blog post
    13. 13. TACTICS Twitter • • • • • • 15 tweets per blog post 40 tweets per eBook chapter 5 tweets per 3-min video 15 tweets for slideshow = over 600 tweets = 200 days of 3 tweets/day
    14. 14. TACTICS Facebook, LinkedIn & G+ • • • • • • • 3 posts per blog post 3 posts per 3-min video 10 posts for eBook 7 posts for Slideshare = 137 posts 80/20 rule for 3 self-promo/wk = nearly a year of posts
    15. 15. MORE TO EXPLORE  Podcasts  List.ly lists  Infographics  Landing Pages  Microsite
    16. 16. RESOURCES  http://www.edgestudio.com/production/words-to-timecalculator  http://blog.hubspot.com/marketing/call-to-actiontemplates-free-download-ht  http://blog.kissmetrics.com/marketers-guide-toslideshare/  http://benstroup.com/2011/03/29/the-number-of-blogposts-that-generate-leads/
    17. 17. Thank You! Get more from me @danyashea in/danyashea

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