24 Juicy Tips for Ecommerce Content Marketing 24 сочных совета по контент-маркетингу для электронной коммерции

1. FOR ECOMMERCE
CONTENT MARKETING
PRESENTS
FROM�INBOUND�MARKE TING�PROS
good�to�the
last�drop!possiblythe�lowesthanging�fruit!

2. WHY ARE YOU DOING THIS?
YOU NEED A REASON,
CONTENT
INTERESTING CONTENT IS A
TOP 3 REASON
PEOPLE FOLLOW BRANDS
ON SOCIAL MEDIA
OF CONSUMERSPREFER GETTINGTO KNOW A COMPANYVIA ARTICLES THAN ADS
70%
BUILD A STRONG RELATIONSHIP
WITH YOUR AUDIENCE

3. WHY ARE YOU DOING THIS?
YOU NEED A REASON,
CONTENT
INTERESTING CONTENT IS A
TOP 3 REASON
PEOPLE FOLLOW BRANDS
ON SOCIAL MEDIA
OF CONSUMERSPREFER GETTINGTO KNOW A COMPANYVIA ARTICLES THAN ADS
70%
BUILD A STRONG RELATIONSHIP
WITH YOUR AUDIENCE
Rand Fishkin taught me
that content isn't for
direct signups – it's to
create loyalty, branding
and familiarity.
LEO WIDRICH
CO-FOUNDER, BUFFER
As long as people see content as a means to an
end (getting higher rankings and distracting
people so you sell more stuff) instead of part of
the end itself (building strong relationships
and an enduring audience who will ALWAYS
buy your stuff) it'll stay crappy.
IAN LURIE
CEO, PORTENT

4. FRUIT BLOGFRUIT BLOG
OF CONSUMERSWILL PAY MORE
FOR A BETTERCUSTOMER EXPERIENCE
86%
WELCOME!
NOT SURE
WHAT YOU
WANT? HEAD
OVER TO
FRUIT BLOG,
AND WE’LL
SHOW YOU
THE BENEFITS
OF EACH
FRUIT!
WHY ARE YOU DOING THIS?
YOU NEED A REASON,
INTEGRATE IT AS PART OF
A GREAT USER EXPERIENCE

5. FRUIT BLOGFRUIT BLOG
OF CONSUMERSWILL PAY MORE
FOR A BETTERCUSTOMER EXPERIENCE
86%
WELCOME!
NOT SURE
WHAT YOU
WANT? HEAD
OVER TO
FRUIT BLOG,
AND WE’LL
SHOW YOU
THE BENEFITS
OF EACH
FRUIT!
WHY ARE YOU DOING THIS?
YOU NEED A REASON,
INTEGRATE IT AS PART OF
A GREAT USER EXPERIENCE
Experience is never divorced from
commerce, so as long as your
ecommerce site feels more like a
gift shop and less like Walmart…
you’re on the right track.
RYAN DEISS
FOUNDER & CEO,
DIGITALMARKETER.COM
Consider the user journey as they
structure their content and site
experience. In my experience, we are
usually called on to accommodate
many different buying stages.
DJ FRANCIS
VP OF CONTENT STRATEGY,
IMAGINATION PUBLISHING

6. FRUIT BLOGFRUIT BLOG
OF CONSUMERSWILL PAY MORE
FOR A BETTERCUSTOMER EXPERIENCE
86%
WELCOME!
NOT SURE
WHAT YOU
WANT? HEAD
OVER TO
FRUIT BLOG,
AND WE’LL
SHOW YOU
THE BENEFITS
OF EACH
FRUIT!
WHY ARE YOU DOING THIS?
YOU NEED A REASON,
INTEGRATE IT AS PART OF
A GREAT USER EXPERIENCE
To most ecommerce sites, content feels almost like a distraction. They're there to
sell products, and can't make a good, data-verified connection between content
and sales. So content gets shunted off to the blog, separated from the products,
which of course reduces the impact, and makes it seem more like a distraction.
IAN LURIE
CEO, PORTENT

7. INFO-
GRAPHICS
ADSNEWS OPINIONS
PAGEVIEWS
DATA
SOCIAL
LISTENING
ENGAGEMENT
HOW DO I STAY
HEALTHY?
HOW’RE YOU
FEELING TODAY,
MRS HUDSON?
GREAT! MY LITTLE
GRANDSON IS
LEARNING HOW
TO WALK!
GET TO
KNOW THEM
WHO ARE YOU
WRITING FOR, EXACTLY?
YOU HAVE TO BE SUPER SPECIFIC.

8. WHO ARE YOU
WRITING FOR, EXACTLY?
YOU HAVE TO BE SUPER SPECIFIC.
INFO-
GRAPHICS
ADSNEWS OPINIONS
PAGEVIEWS
DATA
SOCIAL
LISTENING
ENGAGEMENT
HOW DO I STAY
HEALTHY?
HOW’RE YOU
FEELING TODAY,
MRS HUDSON?
GREAT! MY LITTLE
GRANDSON IS
LEARNING HOW
TO WALK!
GET TO
KNOW THEM
Get to know your shoppers through data,
social listening and engagement via real
conversations. The data will let you know
how well types of content are performing.
Social listening will give you an idea of
what your customers are looking to see
from you. Engagement opens dialog and
actually empowers consumers to feel they
are a part of your business.
CARMELLA LANNI
BLOGGER, THE VEGAN E-COMMERCE GIRL
Choose who you want to reach,
and find out everything you can
about them. Their problems
and desires. The topics that
relate to those problems and
desires. The language they use
when searching Google and
social media for those topics.
Who else is serving the needs
of these people, both with
content and with products
and services.
BRIAN CLARK
CEO, COPYBLOGGER MEDIA

9. WHO ARE YOU
WRITING FOR, EXACTLY?
YOU HAVE TO BE SUPER SPECIFIC.
DECIDE WHAT
YOU WANT
THEM TO FEEL
KEYWORDS
YOUNG
ENERGETIC
OPTIMISTIC
KEYWORDS
OF CONSUMERS FEEL
MORE POSITIVE ABOUT
A COMPANY AFTER READING
CUSTOM CONTENT ON ITS SITE
60%

10. WHO ARE YOU
WRITING FOR, EXACTLY?
YOU HAVE TO BE SUPER SPECIFIC.
DECIDE WHAT
YOU WANT
THEM TO FEEL
KEYWORDS
YOUNG
ENERGETIC
OPTIMISTIC
KEYWORDS
OF CONSUMERS FEEL
MORE POSITIVE ABOUT
A COMPANY AFTER READING
CUSTOM CONTENT ON ITS SITE
60%
Make sure you have a really well
thought out positioning statement.
This should summarize very succinctly
the sets of feelings that you want to
engender among your target
customer. Having this will not only
position you in the customer's mind,
it will help you focus your efforts.
PAUL MAY
CEO, BUZZSTREAM

11. IDENTIFY
ENTERTAINING
OR HELPFUL
TOPICS
ANNOYING
ORANGE
FRUIT
NINJA
BANANAS
IN PYJAMAS
WHO ARE YOU
WRITING FOR, EXACTLY?
YOU HAVE TO BE SUPER SPECIFIC.

12. IDENTIFY
ENTERTAINING
OR HELPFUL
TOPICS
ANNOYING
ORANGE
FRUIT
NINJA
BANANAS
IN PYJAMASThink about the broad set of topics
that may be helpful (or
entertaining) to your potential
shoppers. Don’t be salesy. Just
share stuff that relates to them.
Once you’re getting that attention,
you’re hoping to squeeze the
social, search and email benefits
from it, making all of your
marketing gradually more effective.
ANDY CRESTODINA
WEB STRATEGIST AND CO-FOUNDER,
ORBIT MEDIA
WHO ARE YOU
WRITING FOR, EXACTLY?
YOU HAVE TO BE SUPER SPECIFIC.

13. FIGURE OUT INTERESTING CONTENT
THAT HELPS SOLVE THEIR PROBLEMS
FEELING HOT?
HERE ARE 24
FRUIT DRINKS
THAT’LL COOL
YOU DOWN!
BLOG
LINK
WHO ARE YOU
WRITING FOR, EXACTLY?
YOU HAVE TO BE SUPER SPECIFIC.

14. FIGURE OUT INTERESTING CONTENT
THAT HELPS SOLVE THEIR PROBLEMS
FEELING HOT?
HERE ARE 24
FRUIT DRINKS
THAT’LL COOL
YOU DOWN!
BLOG
LINK
Create content
that sells the
lifestyle around
your products,
not just the
products
themselves.
MARK
MACDONALD
GROWTH TEAM &
CONTENT MANAGER,
SHOPIFY
Every customer really only
wants two things from your
content: (1) Help
overcoming something
negative; (2) Help achieving
something positive. And,
really, that’s what all
products do as well.
DANIEL BURSTEIN
DIRECTOR OF EDITORIAL CONTENT,
MECLABS
The best content is
not about products
but rather is a focus
on the problems that
buyers face.
DAVID
MEERMAN SCOTT
MARKETING &
SALES STRATEGIST,
WEBINKNOW.COM
WHO ARE YOU
WRITING FOR, EXACTLY?
YOU HAVE TO BE SUPER SPECIFIC.

15. FIGURE OUT INTERESTING CONTENT
THAT HELPS SOLVE THEIR PROBLEMS
FEELING HOT?
HERE ARE 24
FRUIT DRINKS
THAT’LL COOL
YOU DOWN!
BLOG
LINK
Sell around a vertical. If you’re REI, it’s
outdoor and sporting gear. Petco is
about pets. What content will help solve
your customers’ problems, answer their
questions, inspire them to try new
things, tell stories around their interests?
Experiment, learn what resonates, and
develop a content strategy from there.
REBECCA LIEB
DIGITAL ADVERTISING & MEDIA ANALYST,
ALTIMETER GROUP
Start producing content that is
useful and interesting to your
target audience. Give them a
reason to come to your website.
To find influencers, you can use a
tool like SEOmoz's FollowerWonk
– or even Twitter search.
DHARMESH SHAH
CTO, HUBSPOT
WHO ARE YOU
WRITING FOR, EXACTLY?
YOU HAVE TO BE SUPER SPECIFIC.

16. DON’T PUMP
CONTENT,
PUMP OUT
PASSION
YOU CAN START ANYWHERE, BUT YOU GOTTA
FIGURE OUT YOUR PROCESS.
WHAT
YOU
KNOW
WELL
WHAT
YOU
LOVE
PASSION

17. DON’T PUMP
CONTENT,
PUMP OUT
PASSION
YOU CAN START ANYWHERE, BUT YOU GOTTA
FIGURE OUT YOUR PROCESS.
WHAT
YOU
KNOW
WELL
WHAT
YOU
LOVE
PASSIONOnly write about what comes
from passion. Sure, you are not
going to outrank Mr. Humungo.
But slowly but surely you will
build a local and relevant
audience and in the end it is
not about attracting 1 million
people, it is about attracting
the 1,000 that are in your area
that want to give you money.
AVINASH KAUSHIK
DIGITAL MARKETING EVANGELIST,
GOOGLE

18. MOTIVATION!
MORE
BANANA!
GET CONTENT
CREATORS
INVESTED IN
CONTENT
CREATION
YOU CAN START ANYWHERE, BUT YOU GOTTA
FIGURE OUT YOUR PROCESS.

19. MOTIVATION!
MORE
BANANA!
GET CONTENT
CREATORS
INVESTED IN
CONTENT
CREATION
YOU CAN START ANYWHERE, BUT YOU GOTTA
FIGURE OUT YOUR PROCESS.
If you can go to people and say, look,
you've told us about the time
constraints of your job, we know
you're hesitant to commit to anything,
but here is an editorial calendar that
takes into account your time
limitations, and here's the kind of
support we can offer you during the
process... and here is WHY we want
you to create this content... then you
have a solid business case that also
seems manageable to the individual.
KRISTINA HALVORSON
CEO, BRAIN TRAFFIC

20. YOU CAN START ANYWHERE, BUT YOU GOTTA
FIGURE OUT YOUR PROCESS.
HERE’S WHY
TIM’S APPLES
ARE THE
HEALTHIEST:
START BY
GUEST
POSTING

21. YOU CAN START ANYWHERE, BUT YOU GOTTA
FIGURE OUT YOUR PROCESS.
HERE’S WHY
TIM’S APPLES
ARE THE
HEALTHIEST:
START BY
GUEST
POSTING
Start by guest posting - not by
writing your own blog. Put
your best free content on the
blogs your prospects are
already reading. Don’t try to
beat those influential blogs;
partner with them. They’re
looking for epic content, and
you’re looking for prospects;
so be uber-businessy about it
and ‘synergize’.
JOANNA WIEBE
FOUNDER, COPYHACKERS.COM

22. YOU CAN START ANYWHERE, BUT YOU GOTTA
FIGURE OUT YOUR PROCESS.
INCLUDE
SOCIAL
PROOF
WHY EVERYONE LOVES
TIM’S APPLES:
GREAT!
REVIEW:
THE BEST
VIDEO:
LOVE IT!

23. YOU CAN START ANYWHERE, BUT YOU GOTTA
FIGURE OUT YOUR PROCESS.
INCLUDE
SOCIAL
PROOF
WHY EVERYONE LOVES
TIM’S APPLES:
GREAT!
REVIEW:
THE BEST
VIDEO:
LOVE IT!
Content marketing delivered by the
brand must be complemented by
content generated by brand or
product advocates. Brands that
emulate, if not duplicate, the best
aspects of social networks not only
activate a self-sustaining model of
content marketing, but they can
become more trusted in the process.
KIERAN TAYLOR
CMO, BLUCARAT

24. YOU CAN START ANYWHERE, BUT YOU GOTTA
FIGURE OUT YOUR PROCESS.
WRITE IN A
TWO-STEP PROCESS
06:30
AM
RESEARCH: 1 HR
PRIORITY: BREAK THE
“BLANK PAGE” SYNDROME!
03:00
PM
EDIT AND WRITE
PRIORITY: FOCUS ON DETAILS

25. YOU CAN START ANYWHERE, BUT YOU GOTTA
FIGURE OUT YOUR PROCESS.
WRITE IN A
TWO-STEP PROCESS
06:30
AM
RESEARCH: 1 HR
PRIORITY: BREAK THE
“BLANK PAGE” SYNDROME!
03:00
PM
EDIT AND WRITE
PRIORITY: FOCUS ON DETAILS
The first step is the sourcing process. I find lots of research studies on a topic.
Write a few sub-headings and basically make a big mess in a word document.
I intentionally jot down lots of things that don't flow well. I do this for around an
hour or so. Then I go and do other tasks. Then in the afternoon, I get back to the
post. The great thing is that my brain has by then normally made sense of all the
different sections. I then edit and write the actual content in a concise form. In
this second phase I'm very focused on the actual wording, the flow and
ordering all the research I've collected. I then publish that post next thing in the
morning after doing a few final tweaks, like adding images, and so on.
LEO WIDRICH
CO-FOUNDER, BUFFER

26. WHY DO I
NEED TO EAT
FRUITS? I LIKE
VEGGIES
AND
FRUITS.
WRITE IN YOUR
AUDIENCE’S
LANGUAGE
THERE ARE
STANDARDS OF EXCELLENCE
YOU SHOULD AIM FOR.

27. WHY DO I
NEED TO EAT
FRUITS? I LIKE
VEGGIES
AND
FRUITS.
WRITE IN YOUR
AUDIENCE’S
LANGUAGE
THERE ARE
STANDARDS OF EXCELLENCE
YOU SHOULD AIM FOR.
What we call SEO copywriting is
actually reflecting the language of
the audience back at them (when
done correctly). This has been the
secret to effective copywriting in
general for decades before search
engines. The key is to quit worry
about gaming an algorithm (that's
getting more "person like" all the
time) and focus on the language of
the audience in order to connect
with them, first and foremost.
BRIAN CLARK
CEO, COPYBLOGGER MEDIA

28. TRY
LONG-FORM
WRITING
LIKELIHOODOFSUCCESS
500
WORD COUNT
800
THERE ARE
STANDARDS OF EXCELLENCE
YOU SHOULD AIM FOR.

29. TRY
LONG-FORM
WRITING
LIKELIHOODOFSUCCESS
500
WORD COUNT
800
THERE ARE
STANDARDS OF EXCELLENCE
YOU SHOULD AIM FOR.
Long-form stuff definitely works.
But not for complex stuff – it is
usually consumer-focused and
impulse-buy. It is not against
best-practice. It is actually in a long
and battle-tested tradition of direct
response copywriting. The stuff has
been around for many decades
with people like Eugene Schwartz.
I wouldn't use it for expensive
B2B stuff though.
TIM ASH
CEO, SITETUNERS
CHAIR OF CONVERSION CONFERENCE

30. THERE ARE
STANDARDS OF EXCELLENCE
YOU SHOULD AIM FOR.
USE VISUALS
WITH RESTRAINT
HIERARCHY OF DISTRACTION / VISUAL ATTENTION
VISUALTEXT MOTION
ORANGE

31. THERE ARE
STANDARDS OF EXCELLENCE
YOU SHOULD AIM FOR.
USE VISUALS
WITH RESTRAINT
HIERARCHY OF DISTRACTION / VISUAL ATTENTION
VISUALTEXT MOTION
ORANGE
People misunderstand the power of visuals. Basically they distract the visitor and
make it hard for them to prioritize. There is a hierarchy and stuff at the higher
levels will prevent the visitor on focusing on more subtle stuff at the lower levels.
So cut back on the motion and the window-dressing – boring works.
TIM ASH
CEO, SITETUNERS
CHAIR OF CONVERSION CONFERENCE

32. THERE ARE
STANDARDS OF EXCELLENCE
YOU SHOULD AIM FOR.
BREAK DOWN COMPLEX ISSUES
AND VISUALLY DEMONSTRATE
CONCEPTS WITH INFOGRAPHICS

33. THERE ARE
STANDARDS OF EXCELLENCE
YOU SHOULD AIM FOR.
BREAK DOWN COMPLEX ISSUES
AND VISUALLY DEMONSTRATE
CONCEPTS WITH INFOGRAPHICS
I love infographics IF – and only if – they're done well. I think infographics
have been abused and have gotten a bad rap as a result. But when we're
analyzing data from thousands of advertisers and looking at billions in
spend, charts are boring. Infographics can really help break down
complex issues and visually demonstrate concepts if they're done right.
LARRY KIM
CTO, WORDSTREAM INC.

34. PEOPLE ARE BUSY SO YOU HAVE TO
REACH OUT TO THEM.
KEEP THE
CONVERSATION
GOING THROUGH
RELEVANT
SOCIAL CHANNELS.
REWARD
PROFILE
CREATION,
NEWSLETTER
SIGNUPS AND
FOLLOWS.
PUSH THE
CONTENT AT
THEIR FOLLOWERS
THROUGH
OUTREACH AND ADS.
BLOG LINK
USE THOSE
KEYWORDS
TO BUILD
CO-RELEVANT
CONTENT IDEAS.
CONTENT
LOOK AT THE
WORD CLOUD OF
ALL THE FOLLOWERS
OF THE BIGGEST
PLAYER.
FOLLOWERWONK
HEALTH
TASTE
WEATHER
FIND PROMOTABLE
TOPICS
MIKE KING
INBOUND MARKETER, IPULLRANK.COM

35. PEOPLE ARE BUSY SO YOU HAVE TO
REACH OUT TO THEM.
APPLY THE 5 PRINCIPLES
FOR CONTENT PROMOTION
PAUL MAY
CEO, BUZZSTREAM
PLAN SEGMENT LEVERAGE ENGAGE AUTOMATE
SPEND AT LEAST
AS MUCH TIME
PLANNING AS
YOU DO ON
THE ACTUAL
PROMOTION
FRUIT LOVERS
FINDING
CONTACT
INFO
COLLECTING
METRICSCITRUS FANS
HEALTH-
CONSCIOUS
PEEPS
BROADEN THE
LIST OF PEOPLE
YOU REACH
OUT TO BY
SEGMENTING
YOUR “CONTENT
MARKET”
LEVERAGE
EASIER TO
ACQUIRE LINKS
TO HELP GET
THE MORE
DIFFICULT ONES
ENGAGE
IN YOUR
COMMUNITY
PRIOR TO
OUTREACH
AUTOMATE
LOW-VALUE
TASKS

36. PEOPLE ARE BUSY SO YOU HAVE TO
REACH OUT TO THEM.
BUILD A
FAN BASE
Strategically, I believe that
start-ups should be building
permission assets – groups
of people who are excited
to hear what they have to
say (tactically, I'm a big fan
of email marketing).
WILL CRITCHLOW
CO-FOUNDER, DISTILLED
ACTIVITY
CONTENT
PRODUCTION
COMMUNITY
MANAGEMENT
CHANNEL
FAN BASE
SEARCH
SOCIAL
CAN’T WAIT FOR MORE NEWS!

37. PEOPLE ARE BUSY SO YOU HAVE TO
REACH OUT TO THEM.
PERFORM
EMAIL
MARKETING
EMAIL
MARKETING:
CAMPAIGN
ANALYSIS,
METRICS,
BEST
PRACTICES
CO
N
TEN
T

38. PEOPLE ARE BUSY SO YOU HAVE TO
REACH OUT TO THEM.
PERFORM
EMAIL
MARKETING
EMAIL
MARKETING:
CAMPAIGN
ANALYSIS,
METRICS,
BEST
PRACTICES
CO
N
TEN
T
I. Love. Email marketing!
If you are not thinking about the
transformative nature of mobile on
email consumption and engagement,
you are making a BIG MISTAKE.
AVINASH KAUSHIK
DIGITAL MARKETING EVANGELIST, GOOGLE

39. YOU NEED TO MEASURE
THE EFFECTS OF YOUR WORK
OR YOU'RE FOOLING YOURSELF.
OBSERVE THE
HIERARCHY OF METRICS
BETTER MORE DUBIOUS
DOLLARS
IN THE DOOR
(CUSTOMERS)
LEADS
(PROXY FOR FUTURE
CUSTOMERS)
METRICS FOR
MEASUREMENT
VISITORS
(PROXY FOR
FUTURE LEADS)
I’M BUYING! I’M CONSIDERING! I’M AWARE!

40. YOU NEED TO MEASURE
THE EFFECTS OF YOUR WORK
OR YOU'RE FOOLING YOURSELF.
OBSERVE THE
HIERARCHY OF METRICS
BETTER MORE DUBIOUS
DOLLARS
IN THE DOOR
(CUSTOMERS)
LEADS
(PROXY FOR FUTURE
CUSTOMERS)
METRICS FOR
MEASUREMENT
VISITORS
(PROXY FOR
FUTURE LEADS)
I’M BUYING! I’M CONSIDERING! I’M AWARE!
The motivation behind measurement is to figure out what is
working and what is not. Most of the time, we measure things
that we think are indicative of the thing we actually want.
Because often, it's hard to measure the thing we actually want.
DHARMESH SHAH
CTO, HUBSPOT

41. YOU NEED TO MEASURE
THE EFFECTS OF YOUR WORK
OR YOU'RE FOOLING YOURSELF.
FOCUS
ON KEY
METRICS1:
VIEWS
SHARES
SIGNUPS
EMAIL LEADS
AUTOMATE
THE PROCESS2:
M
ETRIC
S
AUTOMATE A CUSTOM REPORT WITH ONLY
SPECIFIC METRICS THAT YOU CARE ABOUT

42. YOU NEED TO MEASURE
THE EFFECTS OF YOUR WORK
OR YOU'RE FOOLING YOURSELF.
FOCUS
ON KEY
METRICS1:
VIEWS
SHARES
SIGNUPS
EMAIL LEADS
AUTOMATE
THE PROCESS2:
M
ETRIC
S
AUTOMATE A CUSTOM REPORT WITH ONLY
SPECIFIC METRICS THAT YOU CARE ABOUT
Aside from forensic data dives, webmasters should only spend their time
monitoring key performance indicators (metrics on 'roids) that they care
about. So for one webmaster, this might be just the basics. For another, they
might be a brick and mortar who only cares about traffic from their sales
regions, let's just say. That will require a custom report using some
advanced(ish) metrics. But all too often, marketers don't automate this
process and do the same repetitive tasks week after week, month after month.
ANNIE CUSHING
FOUNDER, ANNIELYTICS

43. MONITOR
DWELL TIME
WHY EVERYONE LOVES
TIM’S APPLES:
GREAT!
REVIEW:
THE BEST
VIDEO:
LOVE IT!
*BACK*
DWELL
TIME
IS THERE A DWELL TIME
THAT LEADS TO HIGHER
CONVERSION RATE?
ANY CORRELATION
TO SOCIAL SHARING? DOES PAGE SPEED CAUSE HIGHER
OR LOWER DWELL TIME?
IN SOME CASES, DOES
DWELL TIME CAUSE ME
TO MAKE MORE REPEAT
VISITS (AND MONEY)?
YOU NEED TO MEASURE
THE EFFECTS OF YOUR WORK
OR YOU'RE FOOLING YOURSELF.

44. MONITOR
DWELL TIME
WHY EVERYONE LOVES
TIM’S APPLES:
GREAT!
REVIEW:
THE BEST
VIDEO:
LOVE IT!
*BACK*
DWELL
TIME
IS THERE A DWELL TIME
THAT LEADS TO HIGHER
CONVERSION RATE?
ANY CORRELATION
TO SOCIAL SHARING? DOES PAGE SPEED CAUSE HIGHER
OR LOWER DWELL TIME?
IN SOME CASES, DOES
DWELL TIME CAUSE ME
TO MAKE MORE REPEAT
VISITS (AND MONEY)?
YOU NEED TO MEASURE
THE EFFECTS OF YOUR WORK
OR YOU'RE FOOLING YOURSELF.
For sites like my blog a very large percentage of people will just come to read
the latest post or one post to solve a specific problem. Dwell time tells you
what that engagement looks like because all web analytics tools stink
(natively) at capturing time for single page view visits. I use the data to figure
out what content is causing people stay and read.
AVINASH KAUSHIK
DIGITAL MARKETING EVANGELIST, GOOGLE

45. THE BEST PART OF ALL OF THIS IS THAT
YOU GET TO GET BETTER AT IT.
JUST KEEP DOING
OVER AND OVER
FIGURE OUT
WHAT YOU
WANT TO
FOCUS ON.
SET ASIDE
WRITING
TIME FOR
YOURSELF
HONOR IT.
DO IT.
ASK FOR
FEEDBACK.
MAKE AN
EDITORIAL
CALENDAR
FOR
YOURSELF.
RESEARCH
ANALYTICS
I WROTE
THIS!

46. THE BEST PART OF ALL OF THIS IS THAT
YOU GET TO GET BETTER AT IT.
JUST KEEP DOING
OVER AND OVER
FIGURE OUT
WHAT YOU
WANT TO
FOCUS ON.
SET ASIDE
WRITING
TIME FOR
YOURSELF
HONOR IT.
DO IT.
ASK FOR
FEEDBACK.
MAKE AN
EDITORIAL
CALENDAR
FOR
YOURSELF.
RESEARCH
ANALYTICS
I WROTE
THIS!
Remember high school English? That's where you learned how to write (or, you
were supposed to—heh). And you learned from doing it over and over again.
KRISTINA HALVORSON
CEO, BRAIN TRAFFIC

47. REWORK
CONTENT
FOCUS HEAVILY
ON DESIGN
THINK ABOUT
CHANNELS
INCORPORATE
FEEDBACK EXPLICITLY
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
HERE’S WHY TIM’S APPLES
ARE THE HEALTHIEST:
PHOTO:
THEY TASTE GREAT!
REVIEW:
BEST APPLES I’VE
EVER TASTED!
VIDEO: WATCH MY
BABY DAUGHTER
EAT THE APPLES!
TIM’S APPLES
KEYNOTE
VIDEOS BLOGPOSTS
EMAILS SLIDE DECKS
HERE’S WHY TIM’S APPLES
ARE THE HEALTHIEST:
SPECIAL THANKS TO @JONY
FOR HIS FEEDBACK!
EGO-BAITS WORK!
THE BEST PART OF ALL OF THIS IS THAT
YOU GET TO GET BETTER AT IT.

48. REWORK
CONTENT
FOCUS HEAVILY
ON DESIGN
THINK ABOUT
CHANNELS
INCORPORATE
FEEDBACK EXPLICITLY
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
HERE’S WHY TIM’S APPLES
ARE THE HEALTHIEST:
PHOTO:
THEY TASTE GREAT!
REVIEW:
BEST APPLES I’VE
EVER TASTED!
VIDEO: WATCH MY
BABY DAUGHTER
EAT THE APPLES!
TIM’S APPLES
KEYNOTE
VIDEOS BLOGPOSTS
EMAILS SLIDE DECKS
HERE’S WHY TIM’S APPLES
ARE THE HEALTHIEST:
SPECIAL THANKS TO @JONY
FOR HIS FEEDBACK!
EGO-BAITS WORK!
THE BEST PART OF ALL OF THIS IS THAT
YOU GET TO GET BETTER AT IT.
I think that I've been too guilty of always moving onto the next thing rather
than seeing all the different ways that a piece can be repurposed.
WILL CRITCHLOW
CO-FOUNDER, DISTILLED

49. REFERRALCANDY.COM
word-of-mouth referral
campaigns can work to enhance
your inbound marketing efforts!
Drop by
to learn how!

50. http://ogcontent.com/ecommerce-content-marketing/
http://www.wordstream.com/blog/ws/2014/05/28/content-marketing-ama
http://www.inboundwriter.com/content-marketing/infographic-the-anatomy-of-content-marketing-2/
http://www.technicallymarketing.com/index.php/2013/05/10/the-importance-of-the-customer-experience-10-
important-stats-for-2013/
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art direction inspired by: Maëlle Cheval