Content Marketing Lessons From 10 Years and 41,525,103 Website Visits

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A presentation I did at the Agile Marketing Meetup in SF. It's about the lessons I've learned in the past 10 years of doing content marketing.

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Content Marketing Lessons From 10 Years and 41,525,103 Website Visits

  1. Content Marketing Lessons From 10 Years and 41,525,103 Website Visits Hiten Shah hnshah@gmail.com
  2. View this presentation online: http://kiss.ly/conmarket
  3. DoingBusinessontheWeb 12 Years Finding and Solving Marketing Problems
  4. HTTP://KISS.LY/MKTFUN
  5. HTTP://KISS.LY/MKTFUN
  6. Our B2B Businesses Have Had 41,525,103 Visits Since 2003 Because of Content Marketing
  7. Content Marketing
  8. ContentMarketing LESSON 1 Content = Marketing
  9. You already create lots of content
  10. The art of marketing is to create better content. The science helps you measure its performance.
  11. January 2015 1,876companies January 2014 947companies
  12. Find pages with high traffic and high bounce rate HTTP://GOOGLE.COM/ANALYTICS
  13. Find pages with high traffic and low conversion rate HTTP://UNBOUNCE.COM
  14. Find sources with high traffic and low conversion rate HTTP://HUBSPOT.COM
  15. Increase Conversions By A/B Testing Do a Happy Dance But Watch it Closely Get More Traffic So You Can Start A/B Testing Get More Traffic So You Can Do a Happy Dance High Traffic Low Traffic High ConversionsLow Conversions How To Figure Out What To Improve
  16. LESSON 2 People ignore ads but they love great content. They’ll even search for it!
  17. Only 32% of marketers say they are effectively executing enough content. HTTP://KISS.LY/CONTENTSTATS
  18. SIMPLE RULE OF CONTENT Easy to understand. Difficult to execute. Quality + Quantity = EYEBALLS
  19. 30+ marketing guides
  20. 70+ webinars
  21. LESSON 3 CONTENT MARKETING CAN BE REVERSE ENGINEERED And imitated too!
  22. SIMPLE RULE OF MARKETING Figure out what’s working. Do more of it.
  23. Figure out what’s working. for others Imitate it. but don’t rip it
  24. HTTP://QUICKSPROUT.COM
  25. LESSON 4 HEADLINES ARE EVERYTHING! They get people to click.
  26. HTTP://KISS.LY/TAM To impress your offer on the mind of the reader or listener, it is necessary to put it into brief, simple language…No farfetched or obscure statement will stop them. You have got to hit them where they live in the heart or in the head. You have got to catch their eyes or ears with something simple, something direct, something they want. John Caples
  27. 8 out of 10 people will read your headline, but only 2 out of 10 people will read the rest of your post. HTTP://KISS.LY/HEADLINEFORMULA
  28. ✓ Negative words and numbers cause more clicks ✓ Keep under 65 characters to ensure search visibility ✓ Use specific headlines that match your content ✓ Odd numbers perform be er than even ones ✓ Aim to have six words in your headlines ✓ Avoid words that have multiple meanings ✓ Include power verbs and interesting adjectives Tip For Be er Blog Headlines
  29. FIVE SHOCKING FACTS THAT WILL CHANGE YOUR ENTIRE APPROACH TO SOCIAL MEDIA
  30. ✓ Negative words and numbers cause more clicks ✓ Keep under 65 characters to ensure search visibility ✓ Use specific headlines that match your content ✓ Odd numbers perform be er than even ones ✓ Aim to have six words in your headlines ✓ Avoid words that have multiple meanings ✓ Include power verbs and interesting adjectives Five Shocking Facts That Will Change Your Entire Approach to Social Media 5/7
  31. LESSON 5 Organic Search is the TOP traffic source for content marketing
  32. Content Marketing
  33. SEO vs Content Marketing
  34. Where traffic came from for five popular blogs in 2014 1%5% 10% 4% 21% 58% 0%6% 7% 29% 18% 39% 0%3%5% 5% 11% 77% Organic Search Direct Social Referral Other Email 14% 2% 9% 8% 21% 47% 3%2% 8% 9% 15% 64% A B C D E
  35. A couple of outliers 1%5% 10% 4% 21% 58% 0%6% 7% 29% 18% 39% 0%3%5% 5% 11% 77% Organic Search Direct Social Referral Other Email 14% 2% 9% 8% 21% 47% 3%2% 8% 9% 15% 64% A B C D E
  36. 60+ infographics
  37. HTTP://BLOG.KISSMETRICS.COM/COLOR-PSYCHOLOGY/
  38. HTTP://OPENSITEEXPLORER.ORG
  39. HTTP://OPENSITEEXPLORER.ORG
  40. HTTP://BLOG.KISSMETRICS.COM/COLOR-PSYCHOLOGY/
  41. LESSON 6 CONTENT HELPS YOU TELL YOUR STORY
  42. When things are bad :(
  43. When you want to share customer successes
  44. When you’ve got a new feature =)
  45. And so much more…
  46. LESSON 7 CONTENT CREATES CONVERSION OPPORTUNITIES Which leads to sustainable growth!
  47. For KISSmetrics, content directly leads to… Newsle er Subscribers Webinar A endees Website Visitors Trial Signups Downloads Backlinks A ention
  48. 30+ marketing guides
  49. 70+ webinars
  50. 1,145% Increase in Trial Signups
  51. KISSmetrics.com Visits and Signups
  52. 33% Increase in Signups from the blog!
  53. Hiten Shah hnshah@gmail.com @hnshah How can I help you?

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