Watch presentation: https://youtu.be/NUbCKzALU1M Thank you for watching this video—Please Share it. I like to read comments so please leave a comment and… ► Subscribe to My Channel: http://bit.ly/2NeqPRH CONNECT: ► Website: http://www.mykpono.com/ ► Facebook: https://www.facebook.com/myk.pono ► Instagram: https://www.instagram.com/mykolahj/ ► Newsletter: https://www.getrevue.co/profile/myxys ► Linkedin: http://bit.ly/2vXX5y3 ► Medium: https://twitter.com/myxys ► Twitter: https://twitter.com/myxys ► Quora: https://www.quora.com/profile/Myk-Pono ► Youtube channel: http://bit.ly/2NeqPRH -- ABOUT: Myk Pono is a marketing and product growth strategist, advisor, consultant, and writer. He consulted many companies on marketing and product growth focusing on creating ideal customer profile, brand story, strategic messaging, customer acquisition strategy, and content strategy and distribution. He co-authored Mastering Product Experience in SaaS with Product-Led Go-To-Market Strategy. His essays on marketing were read by over 400,000 people. READ MORE: ►Ideal Customer Profile (ICP): How To Create A Comprehensive Customer Profile | http://bit.ly/2WcL7wu ►Strategic Communication: How to Develop Strategic Messaging and Positioning | http://bit.ly/2rGD5OS ►How To Track Customer Acquisitions: Customer Lifecycle, Sales Funnel, and Content Strategy | http://bit.ly/2KjvoVC ►How To Design Lead Nurturing, Lead Scoring, and Drip Email Campaigns | http://bit.ly/2Hptf9a ►How to Design Marketing Campaigns: The Importance of Market Segmentation | http://bit.ly/2LrGkBb ►Freemium vs Free Trial vs Hybrid Customer Acquisition Model in SaaS | http://bit.ly/2jWjUwn ►Competitive Analysis: How To Conduct A Comprehensive Competitive Analysis | http://bit.ly/2MQffZy ►Understanding Customer Experience in SaaS | http://bit.ly/2RvXrcx

1. Content
Strategy
Myk Pono | May, 2019

2. ▸ Co-Founder & CEO @ PublishNow.co
▸ Marketing & Product Growth Consultant
Worked with 20+ companies: Google, CallFire, BrightIdea, Civic,
Datanyze (acq. by Zoominfo), Respondly (acq. by Buffer), PandaDoc,
Apteligent (acq. by VMware), Soundbite Communication (acq. by Genesis)
▸ Founding Team @ Aptrinsic (acq. Gainsight)
▸ Co-authored: Mastering Product Experience in SaaS: How To Deliver
Personalized Product Experience With Product-Led Go-to-Market Strategy
Myk Pono
blog.mykpono.com
mykola@myxys.com
@myxys
Background
Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/

3. Total 450K views
in the last 3 years
Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/

4. Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/

5. Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/

6. Today, you are not going
to win on product features —
you have to win on brand
David Cancel,
CEO of Drift
Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/
“

7. How do you build brand?
Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/

8. Welcome to
content economy
Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/

9. Today, every company is a
media company
Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/

10. Even
stockbrokerage
has a podcast
Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/

11. Content is the top priority
for marketers
Source: 45% of marketers cite content & experience management as top priority in 2018 (source)
Source: Survey: Content Marketing Tops List of Marketing Priorities in 2018 (source)
Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/

12. B2B customers progress more than
70% of the way through the decision-
making process before ever engaging
a sales representative
Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/
Demand Gen Report

13. Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/
Newscred
Buyers consume
11 pieces of content
on average before making
the purchase decision

14. Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/
57%
of the purchase decision
is already complete before the customer
even calls the supplier
Curata

15. Every company must focus on content
production and distribution…
Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/

16. Distribution
Production
Low
Low
High
High
Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/

17. In 2019
Launches Disney+ streaming service
By 2022
will spend over $8B on content
In 2018
spent $12B on content
By 2020
will spend $4B on original content

18. Distribution
Production
Low
Low
High
High
Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/

19. Distribution
Production
Low
Low
High
High
Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/

20. The 5 Steps to Improve
Content Production
Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/

21. ‣ Firmographics: company size, revenue, industry
‣ Demographics: title, function, role in buying process
‣ Day in Life: Goals, success metrics, current processes
‣ Needs: Pains + Problems
‣ Psychographic: beliefs + values + attitudes
Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/
Step 1: Target Audience

22. Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/
‣ Interview customers and influencer
‣ Address common pains, objections
‣ Document your current process
‣ Survey your audience, share usage data
‣ Search what people talk about on Quora, Reddit
‣ Find what people search for
Step 2: Topics / what to write

23. Longer content gets more
social shares and backlinks
2x
2.5x
3.2x
1.5x
2x
Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/
Step 3: Long vs Short Content

24. Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/
Step 4: Content Experience
‣ Pick fonts that are
easy to read
‣ Interlink your content +
related articles
‣ Images + infographic

25. Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/
Step 4: Content Experience
Start on your own
resource, control:
‣ SEO
‣ Retargeting
‣ CTAs
‣ Chats (Drift, Intercom)

26. ‣ Stop long lead gen forms
‣ Do not hide your content in PDF
‣ No one shares links with form
‣ No way to get SEO benefits
‣ No way to get backlinks
0 Shares
Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/
Step 5: Capture your Audience

27. Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/
Step 5: Capture your Audience

28. The 5 Steps to Improve
Content Distribution
Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/

29. Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/
Step 1: Rally Your Internal Team

30. Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/
Content Pyramid by Gary Vaynerchuk
Step 2: Social Media Sharing

31. Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/
Plan
content distribution
10-20 days ahead
Step 2: Social Media Sharing

32. Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/
Step 3: Pitch Influencers
Why should they
care and share?
Ensure their
audience will like it

33. Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/
Step 3: Pitch Influencers
Pitch each article
to at least
10-30 influencers

34. Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/
Step 3: Pitch Influencers

35. 1. Share your content
in your newsletter
2. Pitch to other
newsletters
Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/
Step 4: Newsletters

36. Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/
Step 5: Share with Communities
Linkedin
Groups
Facebook
Groups
Republish on
Medium and Linkedin

37. Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/
Step 5: Share with Communities

38. 45K views
Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/
Step 5: Share with Communities
9.8K

39. Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/

40. Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/

41. Every company must focus on
1. Identify Target Audience
2. Develop Topics
3. Write Long form content
4. Content Experience is Important
5. Capture your audience
1. Rally Your team
2. Share on Social Media
3. Pitch to influences
4. Share via newsletters
5. Share with communities
Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/
Summary
Сontent production and distribution…

42. Myk Pono: myk@myxys.com
Twitter: @myxys
The Marketing Playbook Blog: blog.mykpono.com
Facebook: fb.com/myk.pono
Linkedin: linkedin.com/in/mykolaponomarenko/
What I Read: https://t.me/mktgjournal
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