SalesLab.Outsource. Екатерина Абросимова "Как мы создаем контент и почему он генерирует продажи?"
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06.07.2015 Odessa Innovation Week, SalesLab.Outsource Екатерина Абросимова (Founder at Baet, Tech Journalist at Yalantis) "Как мы создаем контент и почему он генерирует продажи?" Нам не приходится искать клиентов, как это делают большинство аутсорсинговых фирм. Клиенты приходят к нам сами. Развитие контент стратегии позволило нам в несколько раз увеличить продажи и наметить новые перспективы роста. Мой доклад – это рассказ о том, какой контент нужно создавать для того, чтобы он работал, и как именно следует этим заниматься. Подробнее: http://geekslab.co, http://oiw.in.ua https://www.facebook.com/GeeksLab.co , https://www.facebook.com/OdessaInnovationWeek https://www.youtube.com/user/GeeksLabVideo
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SalesLab.Outsource. Екатерина Абросимова "Как мы создаем контент и почему он генерирует продажи?"
- 1. Екатерина Абросимова @kateabrosimova Content Marketer and Tech Journalist at Yalantis Как мы создаем контент и почему он генерирует продажи?
- 3. Content in the currency that rules the Internet.
- 4. Brand development Revenue Expertize Growth Personal and business evolution Why is content important?
- 6. Small businesses that blog get 126% more lead growth than small businesses that do not blog. – Kevin Ehlinger CEO at ThinkCreative
- 7. These Startups’ Blogs Rock Freshbooks Unbounce Moz HowAboutWe 99U KISSmetrics Shopify Clarity Buffer HubSpot
- 8. According to the Content Marketing Institute, 70% of people would rather learn about a company via an article than an ad. From “Content Marketing Revolution” by Alexander Jutkowitz at Hbr.org
- 9. Revenue
- 10. Is this is how content works? You make content. People click. You get the revenue.
- 11. How it really works: You make content. People click. If they like it, they remember. When they need your product, they come back. You build relationships through social media, email, RSS... When they see more content, they will visit again.
- 12. Why does content bring revenue? Content builds relationships. Relationships are built on trust. Trust drives revenue. – Andrew Davis. Marketing Speaker & Best-Selling Author But only if your content is good enough for people to remember, share, and follow.
- 13. What’s the ROI on content marketing? (Revenue Generated – Cost of Content Marketing) / Cost of Content Marketing = ROI You should gauge the impact of your content marketing efforts on branding and the impact of branding on sales.
- 14. Expertise
- 15. Brand publishing encourages companies to mine internal intellectual resources. This is when expertise starts pouring in.
- 16. Expertise creates added value You need the added value in order to grow.
- 17. Growth
- 18. How does content lead to growth? You start growing when your added value becomes tasty. Expertise is a vitamin. But it should look like a candy for people to swallow.
- 19. Personal and business evolution
- 20. Content lets you evolve from a company that makes things to a company that produces ideas.
- 22. Armed with quality content, companies and people behind them can become thought leaders, innovators, and experts.
- 23. How to create content?
- 24. By trial and error What we learned creating content
- 25. We learned that one needs 3 main things to make content work 1. Time to test and measure. 2. Continuous effort of the whole team. 3. Content marketing strategy.
- 26. Time
- 27. 3 months after we started creating content
- 28. 30k monthly visits 100 monthly leads Tripled sales Deeper expertise Better knowledge New growth strategy 2 years after we started creating content
- 29. Effort
- 30. Content is born from continuous knowledge exchange in the team, in the community, and in the target market.
- 31. How do we come up with content? Internal activities External activities - Daily communication with all company’s departments - Monitoring trends - Interviews with clients and industry leaders - RnD during Hack Weeks - Events - Conferences - Hackathons
- 33. Strategy
- 34. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. (Source: Content Marketing Institute)
- 35. 1. Types of content (what content should I create?) 2. Execution strategy (who will create it? when, and how?) 3. Distribution strategy (how can I spread my content?) 4. SEO (how will Google trust my content?) 5. Online metrics (how does my content marketing strategy work?) What do you need to figure out once you start creating content?
- 36. What do you need to measure? Reach Impressions Traffic Subscriber / Audience size Engagement Time on site Bounce rate Page views Return visits Referrals Social sharing and interactions Conversion Brand lift Behavioral conversions (sentiment) Lead generation Sales lift
- 37. Content consumption metrics Content sharing metrics Lead generation metrics Sales metrics Page views Video views Downloads Likes Followers Shares Tweets Retweets Mentions Inbound links Filled contact form Subscription Registration RSS subscribers Blog comments How much you earned. KPIs
- 38. 1. Writing commonplace articles. 2. Writing content that targeted wrong people. 3. Creating content that didn’t drive sales. Mistakes we made creating content
- 39. What creates great content
- 40. This content describes what kind of person you are, what kind of people you work with, and what kind of company you have. Your passion ● Your experience ● Your team ● Your philosophy
- 42. blog.uber.com
- 43. mapbox.com/blog
- 44. Or what you can do better than others. It’s related to your products or services. What you’re best at ● Problem that your product solves. ● Uniqueness of your solution. ● Technology that you developed.
- 47. nerds.airbnb.com
- 48. ● Useful information ● Valuable knowledge ● Viral content What makes you money It’s content that targets your users and sells your products or services.
- 49. A great way to figure out what people want to read about is to talk to the sales team about what people are asking them on the phone or email and then address those questions in your blog.
- 50. People don’t buy texts. They buy 2 things: 1) Something that entertains. 2) Something that makes them better than others (knowledge or prestige)
- 53. blog.mint.com
- 54. Ninety percent of B2C marketers use content in their strategy, but few brands recognize the real opportunity in doing so. (Source: Content Marketing Institute)
- 55. Content is bigger than you think Brand evolution beyond just the product Producing new ideas Thought leadership Acquiring unique knowledge and experience Global success