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How to Get Lucky With Content Marketing

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Content marketing involves a lot less luck than you might think.

When data drives your every decision you can strike gold more often, from ideation to distribution to the overall customer journey.

This SlideShare shows how you can use data to create your own luck in content marketing.

Published in: Marketing
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How to Get Lucky With Content Marketing

  1. HOW TO GET LUCKY WITH CONTENT MARKETING
  2. Content marketing isn't rocket science. IUSHRUST YOUR em.
  3. W7 it Make something cool 3; Share it here and there *3 People click on your Sales site ss iii
  4. 0F EOURSE, YOU'LL NEED A lliilf LU[K. . .
  5. 1.5% 31,": Ammoit. ..
  6. Per'J"ecti ilowjus't cross your fingers. ..
  7. .. ./TND HOPE YOU HIT YOUR TARGET
  8. ‘few. ‘.3! V : ‘4‘; '‘ YOU (AN Jim nu YOUR MARK, EVEN some IN BLIND. ..
  9. But there's a good chance you'll miss.
  10. TT'S A DIE E ERENT WORLD E OR THE MODERN MARKETER: -> You can measure almost everything -> There's data to inform all your activities -> And that means you're accountable / for the results!
  11. DATA (AN DRIVE DEETSTONS ABOUT: * CONTENT IDEAS * CONTENT DISTRIBUTION * CONTENT ERPERIENEE * CUSTOMER TOURNEY AND TELL YOU WHERE TO E OEUS YOUR EE E ORTS T AND Moeii RELIABLE RESULTS 3 ’
  12. OUANTITATIVEA__N_D QUALITATIVE DATA IS YOUR BEST SOURIE OE INSPIRATION. ’
  13. TRY RESEAREH TOOLS LIKES guusumefi -M. .. Eul——I mt. Analyze what content performs best for any topic or competitor nmenhqnnnwnnuupvuuu-yunmvuu Buzzsumo: Find out what topics are already resonatingwinv your industry, and the channels where they pick up the most traction.
  14. L1‘ — ‘name’ A W3!“ T E < t ~ 6 | Compile co mmmmmm W Interest wet line lll| § ) Google Trends: Leverage a little Search Engine Empathy by looking for trending keywords that you can create content around.
  15. But the best source for new content ideas? YOUR CUSTOMERS!
  16. TALK TO YOUR EUSTOMERS- OR AT LEAST TALK TO THE EOLKS WHO TALK TO THEM EVERY DAYS SALES AND CUSTOMER SUEEESS REPS. * "WHAT PAIN POINTS DO YOU EREQUENTLY HEAR AROUTI" * "WHAT QUESTIONS-OUTSIDEDTDURPRDDUIT-ARE IUSTOMERS ASKING? " ac "DESIRIBE THE BUYERS YOU TALK TO THE MOST’ 5 SOIIALLISTENINGIANINSPIREIONTENTIDEASTOO = /
  17. DATA IAN ALSO INEORM WHERE YOU SHARE. Look at how your distribution efforts have panned out. And focus your efforts on the hottest channels.
  18. THINK OUTSIDE THE BLOG POST TO GET MORE EYEBALLS ON YOUR CONTENT. Explore: at Email marketing ac Forums & Communities at Influencer & Advocate marketing at Guest blogging IE IT WORKS, CAPITALIIE ON IT.
  19. Still, great content and smart distribution can be held back by
  20. DATA CAN HELP YOU OPTIMIZ E THE CONTENT EXPERIENCE TO ENCOURAGE: ac Social sharing 4: Newsletter subscriptions 3: Lead generation it Sales site visits at Free trial signups
  21. HYPOTHESIZ E BEE ORE YOU OPTIMII E. START BY ASKING QUESTIONS BASED ON PEREORMANCEI at ”WHEREIS MY (ALLTO AITIDN mo? " at "How CDNTETTUAL IS MY [TA com" ? ? it ”ARE THE SOCIAL SHARING BUTTONS VISIBLE AND EASY TO USE? " at "ARE MY OPT-IN FORMS ASKING TOO MU(HT"
  22. Only 21% of B2B Content Marketers say they're successful at tracking ROI. E J3'Jl| =_ [Source CMl]
  23. Many only focus on engagement and not the growth metrics that directly affect content ROI. . w . , ‘T ‘IJwJJ, JIJ. :iJ~JI: JJ~J II| I“lII: lCJ I = ..JI: IJn: J JIIJ‘IJ: I‘: ‘. ‘P SOCIAL SHARES VISIIDIIIO LEAD CONVERSION TIME ON SITE LEAD I0 CUSTOMER CONVERSION PAGIPEIIVISII HOT LEADS CENEIIAIEI) SEARCH RANKINGS JPDICTASCLICKED PAGEVIEWS HDIEDRMSIIILED BOUNCE RATE LEAD TO SALES OUALIEIED LEAD
  24. LNGAGEMENT METRICS YP“P°"P“P- DIIHEVISIIDR-ID _ ONLY SCRATCH THE SUREACE CUSTOMER IOURNEY. LEVERAGE DATA TD OPTIMIZE HOW YOU NURTURE AND SCORE LEADS TOO.
  25. Your intuition alone isn't enough. THERE'S LESS LUCK INVOLVED WHEN DATA INEORMS YOUR DECISIONS. And that makes data your content marketing pot of gold. . .. “ “
  26. Oberflip Learn more about data-driven content marketing In our ‘_ Data_DriVen free eB0Ok. Content Marketing Get eBook Now Subscribe to our Hub for more content marketing tips, tricks & tactics.

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