Step by Step Content Marketing
Step by Step Content Marketing
• 3. DOING BUSINESS ON THE WEB FOR 9 YEARS AND PLENTY OF FAILURES ALONG THE WAY • 4. Start engaging yourpeopleThe lifeblood of your business ispeople. They interact with you andeven pay you… they are your users...your customers. Start getting to knowthem as fast as possible. “There is no black magic to successfully attracting customers via the web.” Rand Fishkin- Who are your customers?- Where do they hang out?- How should you engage? • 5. WHO ARE YOURCustomers? • 6. WHERE DO THEYHang out? • 7. HOW SHOULD YOUEngage? • 8. What is User Experience? • 9. Who are your customers? ONLINE MARKETERS WITH Websites • 10. Where do they hang out? #measure ON TWITTER • 11. How should you engage? • 12. How should you engage? 10,000 TWEETS 88,000 FOLLOWERS $0 BUDGET • 13. Publish awesomecontentContent is king. Great content getspeople excited, it educates them, ithelps them be successful and evenmakes them want more! “No matter what, the very first piece of social media real estate Id start with is a blog.” Chris Brogan- Start a blog- Create content- Be consistently awesome • 14. Start a blog SELF-HOSTED • 15. Start a blog DRIP EMAIL MARKETING • 16. Create content • 17. Create content that teaches • 18. Be consistently awesome • 19. What is User Experience? • 20. Start a blog $7.35 COST PER SIGN UP • 21. Create content 50 INFOGRAPHICS 300 POSTS 10,000 COMMENTS • 22. WE’VE DESIGNED & MARKETEDOVER 50 INFOGRAPHICS • 23. 15K Tweets 5K Likes 1 Radio ShowCASE STUDYHOW DO COLORS AFFECT PURCHASES? • 24. 4000 Tweets 500 Likes 300 LinkedIn SharesCASE STUDYBOUNCE RATE DEMYSTIFIED • 25. 3900 Tweets 707 Likes 366 LinkedIn SharesCASE STUDYWHAT MAKES SOMEONE LEAVE AWEBSITE? • 26. Be consistently awesome • 27. Measure and optimizeyour contentFocus on actionable metrics for yourcontent. It’s easy to drown in a sea ofvanity metrics. Hone in on the metricsthat matter based on your own specificbusiness goals. “Be metrics driven and test a lot." Mark Suster- Design for conversions- Qualitative measurement- Quantitative measurement- Optimize & improve results • 28. Design for conversions • 29. Design for conversions • 30. Design for conversions • 31. Design for conversions • 32. Design for conversions • 33. Design for conversions • 34. Design User Experience?What isfor conversions VANITY METRICS • 35. Design User Experience?What isfor conversions VANITY METRICS WILL Kill Your ROI • 36. Qualitative measurement • 46. Optimize and improve results • 51. Data Informed • 52. ROI! $7.35 COST PER SIGN UP
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Step by Step Content Marketing
- 1. STEP-BY-STEP CONTENT MARKETING Hiten Shah April 2012 - BlueGlass LA
- 3. DOING BUSINESS ON THE WEB FOR 9 YEARS AND PLENTY OF FAILURES ALONG THE WAY
- 4. Start engaging your people The lifeblood of your business is people. They interact with you and even pay you… they are your users... your customers. Start getting to know them as fast as possible. “There is no black magic to successfully attracting customers via the web.” Rand Fishkin - Who are your customers? - Where do they hang out? - How should you engage?
- 6. WHERE DO THEY Hang out?
- 8. What is User Experience?
- 9. Who are your customers? ONLINE MARKETERS WITH Websites
- 10. Where do they hang out? #measure ON TWITTER
- 11. How should you engage?
- 12. How should you engage? 10,000 TWEETS 88,000 FOLLOWERS $0 BUDGET
- 13. Publish awesome content Content is king. Great content gets people excited, it educates them, it helps them be successful and even makes them want more! “No matter what, the very first piece of social media real estate I'd start with is a blog.” Chris Brogan - Start a blog - Create content - Be consistently awesome
- 14. Start a blog SELF-HOSTED
- 15. Start a blog DRIP EMAIL MARKETING
- 16. Create content
- 17. Create content that teaches
- 19. What is User Experience?
- 20. Start a blog $7.35 COST PER SIGN UP
- 21. Create content 50 INFOGRAPHICS 300 POSTS 10,000 COMMENTS
- 22. WE’VE DESIGNED & MARKETED OVER 50 INFOGRAPHICS
- 23. 15K Tweets 5K Likes 1 Radio Show CASE STUDY HOW DO COLORS AFFECT PURCHASES?
- 24. 4000 Tweets 500 Likes 300 LinkedIn Shares CASE STUDY BOUNCE RATE DEMYSTIFIED
- 25. 3900 Tweets 707 Likes 366 LinkedIn Shares CASE STUDY WHAT MAKES SOMEONE LEAVE A WEBSITE?
- 27. Measure and optimize your content Focus on actionable metrics for your content. It’s easy to drown in a sea of vanity metrics. Hone in on the metrics that matter based on your own specific business goals. “Be metrics driven and test a lot." Mark Suster - Design for conversions - Qualitative measurement - Quantitative measurement - Optimize & improve results
- 34. Design User Experience? What isfor conversions VANITY METRICS
- 35. Design User Experience? What isfor conversions VANITY METRICS WILL Kill Your ROI
- 36. Qualitative measurement What is User Experience?
- 37. Qualitative measurement WHAT DO YOUR READERS WANT TO READ?
- 38. Qualitative measurement DID READERS GET VALUE FROM YOUR CONTENT?
- 39. Qualitative measurement HOW CAN YOU IMPROVE YOUR CONTENT?
- 40. Qualitative measurement WHO ARE YOUR READERS?
- 41. Qualitative measurement HOW CAN YOU DELIGHT YOUR READERS?
- 43. Quantitative measurement EMAIL SIGN UP CONVERSION RATE
- 44. Quantitative measurement SHARING CONVERSION RATE
- 45. Quantitative measurement WHICH BLOG POSTS CAUSE REPEAT READERS?
- 46. Optimize and improve results TESTING BUTTON COLORS IS Lazy
- 47. Optimize and improve results “What works for us may not work for you. Please do your own testing. Your conversion rates may suffer if you copy us.”
- 48. Optimize and improve results
- 49. Optimize and improve results TEST YOUR CALL TO ACTIONS
- 50. Optimize and improve results LEARN WHICH VARIATION LEADS TO MORE REPEAT READERS
- 51. Data Informed - Continuous Improvement Optimize and improve results re ings Spl olden Te ion Build Learn Measure THE LEAN STARTUP
- 52. ROI! $7.35 COST PER SIGN UP
- 53. THANK YOU! Hiten Shah hitenism.com hnshah@gmail.com