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Using content to fuel your sales funnel

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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.

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Using content to fuel your sales funnel

  1. 1. Content Marketing Playbook Ankit Oberoi, Co-founder, AdPushup Sep 30, 2016
  2. 2. Building the Inbound Company Culture •  What is the inbound methodology? •  Why the inbound methodology? •  How to start with inbound methodology?
  3. 3. Psychology behind Inbound
  4. 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. 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. 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. 7. Content Content should be: •  Scannable – List, sub-headings, pictures. •  Ac?onable Insights •  Content Frameworks •  Cita?ons and sources
  8. 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. 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. 10. Generating Leads •  Opt-in Subscrip?on Forms •  Banners •  Drip training programs •  HelloBar •  Na?ve men?ons (with disclosures) •  eBooks
  11. 11. Generating Leads
  12. 12. Generating Leads
  13. 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. 14. AdWords, KSI and Examples •  When to use AdWords? •  Search (Keywords)
  15. 15. Keyword Research •  Find what people want •  Convert it into keywords Tools •  www.ubersuggest.org •  www.hidail.com •  www.mergewords.com
  16. 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. 17. HARO
  18. 18. HARO
  19. 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. 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. 21. ankit@adpushup.com Thank you for your ?me

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