AdPushup is a SaaS company that helps web publishers increase their ad revenue by letting them test and optimize their website’s ad layout. Their expertise has been content marketing, and Ankit shared several details of their experience, learning and strategy which have helped AdPushup become a leader in content marketing in the AdTech software space.

1. Content Marketing Playbook
Ankit Oberoi, Co-founder, AdPushup
Sep 30, 2016

2. Building the Inbound Company Culture
• What is the inbound methodology?
• Why the inbound methodology?
• How to start with inbound methodology?

3. Psychology behind Inbound

4. Buyer Personas
• Interview Prospects
• Your sales team's feedback on the leads they're
interac?ng with most
• Look at your Top 10 customers

5. Buyer Personas
Ask:
• Job Role/Title
• Job Skills
• Performance KPI
• Tools used
• Goals
• Challenges
• Personal Demographics (if appropriate)
• Recent purchase and the decision tree
• Online communi?es/websites they read

6. Content
Type of content:
• Relevant to your business
• Relevant to the Persona
Tone: Educa?onal and non-promo?onal
Content should be:
• Thorough
• Up-to-date
• Well designed
Create 15-20 ?tles

7. Content
Content should be:
• Scannable – List, sub-headings, pictures.
• Ac?onable Insights
• Content Frameworks
• Cita?ons and sources

8. Content Distribution
“If you write it, they will come” – Said no great growth
hacker ever.
50 – 50 Rule
• Spend 50% of your ?me wri?ng content
• Spend 50% of your ?me in distribu?on

9. Content Distribution
• Channels:
• Subreddits
• G+ (yeah! It isn't dead yet)
• FB Groups
• LinkedIn Groups
• Pinterest
• HN
• Forums
• Influencer outreach
• Syndicate/Guest Post
• SEO
• Refurbish for Infographics, SlideShare, etc
• Compe?tor URL outreach

10. Generating Leads
• Opt-in Subscrip?on Forms
• Banners
• Drip training programs
• HelloBar
• Na?ve men?ons (with disclosures)
• eBooks

11. Generating Leads

12. Generating Leads

13. Measurement and Analytics
“You Can't Manage What You Don't Measure”
• Which channels are giving more traffic?
• Which channels are conver?ng beder?
• Which type of content gets more organic reach?
• Which keywords in the headline perform beder?
• Reader Demographics
• What is the best ?me to publish?
• Best channel to distribute for every topic?

14. AdWords, KSI and Examples
• When to use AdWords?
• Search (Keywords)

15. Keyword Research
• Find what people want
• Convert it into keywords
Tools
• www.ubersuggest.org
• www.hidail.com
• www.mergewords.com

16. AdWords, KSI and Examples
• When to use AdWords?
• Search (Keywords)
• GDN
• Retarge?ng (Emails and Audiences)
• Improving KSI
• Ad Copy and CTR
• Landing Page
• Conversion rate

17. HARO

18. HARO

19. Guest Posting
• Very relevant links
• Thought leadership
• Tons of relevant traffic
• Search
• “Add guest post” + niche
• “Become a contributor” + niche
• “Become a guest writer” + niche
• Myblogguest.com
• Alltop.com

20. Other Lessons
Main goal: Scaling a paid acquisi?on channel that can
generate qualified leads and fuel company's ARR
Facebook:
• Targe?ng
• Crea?ve
• Conversion
Result - 2555 leads, $11572 spent, 4.53 CPL

21. ankit@adpushup.com
Thank you for your ?me