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MEASURING
THE LONG TERM
BENEFIT OF
CONTENT
MARKETING
MY NAME IS
JOHN SHORT
Current VP of Demand Generation at Workable
Started my career in SEO/Content
Expanded into Paid Media
Two Years Ago an
Intern Wrote 150
Templates in two
months
TWO YEARS AGO
AN INTERN WROTE
150 TEMPLATES
IN TWO MONTHS
AND TH...
SOME TIME PASSED....
And then we noticed,
“hey this is pretty good”
And then we noticed,
“hey this is driving a lot of
cus...
Two Years Ago an
Intern Wrote 150
Templates in two
months
LAST MONTH THOSE
150 PIECES OF
CONTENT DROVE
400K VISITORS
BY JA...
THE PROBLEM IS WE
COULD HAVE
STARTED SOONER
WE LEARNED
THREE THINGS
1. Great content takes time to grow
2. But it compounds
3. We stopped too early
They focus on the top 10 posts
The reports are time series
Old posts are forgotten
MOST ANALYTICS
TOOLS DO NOT HELP
HERE IS THE REPORT THAT WOULD HAVE HELPED...
Fake numbers...
LESSONS PUT INTO
ACTION
It takes time, recognize patterns
Evergreen > Big Splash
BI support is key to set targets
Get buy ...
IT TAKES TIME, RECOGNIZE PATTERNS
EARLY ON
3 months to drive consistent traffic
6-7 months to maturity
Double down on what works
Build a repeatable process
...
EVERGREEN VS. BIG SPLASH
TYPICAL CONTENT
CURVES
OUR TYPICAL CURVE
EVERGREEN VS. BIG
SPLASH
THE PROCESS
Identify Topics that you’re audience will be interested in
Figure out what the blog post will be about
Identif...
SET TARGETS BASED ON
QUALITY DATA
WE USE THE TOOL FOR REALISTIC TARGETS
Fake numbers...
Are we getting better at promoting in Month 1?
Fake numbers...
Are we getting better at SEO in month 4?
Fake numbers...
This growth looks familiar…
It seems to be working
Early cohorts as indicators
Show how & why it works
Give early indications of success
Don’t oversell, it’s slow at first
BUY-IN FROM THE TOP
Test a lot of great content
Watch cohorts closely
Double down early on success
Build a repeatable strategy
OUR STRATEGY
The idea is content will look like this
Thank you
Follow me on Twitter @jgshort
And at medium.com/@jgshort
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Content Cohort Analysis for Focused Optimization - John Short - Workable - Growth Camp June 2016

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Content Cohort Analysis for Focused Optimization - John Short - Workable - Growth Camp June 2016

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Content Cohort Analysis for Focused Optimization - John Short - Workable - Growth Camp June 2016

  1. 1. MEASURING THE LONG TERM BENEFIT OF CONTENT MARKETING
  2. 2. MY NAME IS JOHN SHORT Current VP of Demand Generation at Workable Started my career in SEO/Content Expanded into Paid Media
  3. 3. Two Years Ago an Intern Wrote 150 Templates in two months TWO YEARS AGO AN INTERN WROTE 150 TEMPLATES IN TWO MONTHS AND THEN WE STOPPED BECAUSE THEY “WEREN’T DRIVING TRAFFIC”
  4. 4. SOME TIME PASSED.... And then we noticed, “hey this is pretty good” And then we noticed, “hey this is driving a lot of customers, let’s do more”
  5. 5. Two Years Ago an Intern Wrote 150 Templates in two months LAST MONTH THOSE 150 PIECES OF CONTENT DROVE 400K VISITORS BY JANUARY WE’LL BE DRIVING 1.2M VISITORS TO OUR CONTENT
  6. 6. THE PROBLEM IS WE COULD HAVE STARTED SOONER
  7. 7. WE LEARNED THREE THINGS 1. Great content takes time to grow 2. But it compounds 3. We stopped too early
  8. 8. They focus on the top 10 posts The reports are time series Old posts are forgotten MOST ANALYTICS TOOLS DO NOT HELP
  9. 9. HERE IS THE REPORT THAT WOULD HAVE HELPED... Fake numbers...
  10. 10. LESSONS PUT INTO ACTION It takes time, recognize patterns Evergreen > Big Splash BI support is key to set targets Get buy in from the top
  11. 11. IT TAKES TIME, RECOGNIZE PATTERNS
  12. 12. EARLY ON 3 months to drive consistent traffic 6-7 months to maturity Double down on what works Build a repeatable process Be patient
  13. 13. EVERGREEN VS. BIG SPLASH
  14. 14. TYPICAL CONTENT CURVES
  15. 15. OUR TYPICAL CURVE
  16. 16. EVERGREEN VS. BIG SPLASH
  17. 17. THE PROCESS Identify Topics that you’re audience will be interested in Figure out what the blog post will be about Identify one or two keywords to work in that article Optimize (but don’t force) the title, URL and in the article Repeat
  18. 18. SET TARGETS BASED ON QUALITY DATA
  19. 19. WE USE THE TOOL FOR REALISTIC TARGETS Fake numbers...
  20. 20. Are we getting better at promoting in Month 1? Fake numbers...
  21. 21. Are we getting better at SEO in month 4? Fake numbers...
  22. 22. This growth looks familiar… It seems to be working Early cohorts as indicators
  23. 23. Show how & why it works Give early indications of success Don’t oversell, it’s slow at first BUY-IN FROM THE TOP
  24. 24. Test a lot of great content Watch cohorts closely Double down early on success Build a repeatable strategy OUR STRATEGY
  25. 25. The idea is content will look like this
  26. 26. Thank you Follow me on Twitter @jgshort And at medium.com/@jgshort

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