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How to 10x your results 
from content with the same 
resources you have now 
Mikael Cho, Founder of Crew 
pickcrew.com 
@m...
In 6 months: 
50,000+ monthly readers 
100,000+ email subscribers
In 6 months: 
50,000+ monthly readers 
100,000+ email subscribers 
Resources: 
Me 
1 writer 
1 designer/developer (sort of...
The best marketing is when 
you don’t know it’s marketing.
NY Times Study 
Practically useful articles are shared the most.
“Create marketing so 
useful people would pay 
for it.” 
- Jay Baer, Author NY Times Bestseller, Youtility
Crew Blog 
50,000+ monthly readers 
#3 referral source to Crew
Crew Blog 
50,000+ monthly readers 
#3 referral source to Crew 
Volume: 
1 post per week for 20 weeks
Is writing repeatable and scalable?
Is writing repeatable and scalable? 
1 post a week for 20 weeks. 
Over 2 million views.
Crew growth over this 
time 
30% month over month
How 
1. Practically useful 
2. Relevance scale 
3. Evergreen content
1. Practically useful 
Article has: 
- personal experience 
- unique elements of science 
- unique examples 
- unique take...
Practically useful
2. Relevance
Via: Moz
Topics indirectly related but have potential for broad reach.
Leads to exposure from major media outlets.
3. Evergreen content 
What you make will be just as useful 5 years from now as 
it is today.
The gift that keeps giving
The gift that keeps giving 
! 
Coffee vs. Beer: Which drink makes you more creative?! 
! 
! 
Day 1: #1 Hacker News 
Day 1:...
How to get distribution when 
you have no distribution 
1. Publish on your blog 
2. Key influencers directly related to to...
Distribution 
If you have less than 50k monthly visitors, 
focus on reach not optimization.
Accelerate reach with 
free tools 
Blog takes months to build an audience. 
! 
How can you go further?
Unsplash 
Metrics: 
100 million photos viewed a month 
#1 referral source to Crew
How Much To Make An App 
Metrics: 
1 million visitors 
#2 referral source to Crew 
25% of projects
Overall results from free 
tools: 
3 of the top 5 referring sites to Crew 
100,000+ email subscribers 
40% of revenue
Repeat utility
Repeat utility
Winning Search
Trust 
“People trust us not because of our authority in the 
space, but because they relate with the vulnerability.” 
! 
-...
ROI of being human 
Lifetime Value of a customer from our content is 2.5x the 
Lifetime Value of a customer from paid chan...
To make a substantial impact in 
how your company is growing, 
you must create extreme value.
That’s it. 
Mikael Cho, Founder of Crew 
pickcrew.com 
@mikaelcho
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How to 10x your results from content with the same resources you have now

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Here's a talk I gave at the iNovia Chief Marketing Officer Summit on how we grew Crew (pickcrew.com) to over 100,000 email subscribers in 6 months with two and a half people.

If you're running you're own business, you are short on time.

The focus of this talk was how we grew our business by extending the life of our marketing.

It's not about doing more. It's about extracting as much value as you can from the things you do.

More details on the things mentioned in this slideshow here: http://blog.pickcrew.com/how-side-projects-saved-our-startup/

Published in: Marketing

How to 10x your results from content with the same resources you have now

  1. 1. How to 10x your results from content with the same resources you have now Mikael Cho, Founder of Crew pickcrew.com @mikaelcho
  2. 2. In 6 months: 50,000+ monthly readers 100,000+ email subscribers
  3. 3. In 6 months: 50,000+ monthly readers 100,000+ email subscribers Resources: Me 1 writer 1 designer/developer (sort of)
  4. 4. The best marketing is when you don’t know it’s marketing.
  5. 5. NY Times Study Practically useful articles are shared the most.
  6. 6. “Create marketing so useful people would pay for it.” - Jay Baer, Author NY Times Bestseller, Youtility
  7. 7. Crew Blog 50,000+ monthly readers #3 referral source to Crew
  8. 8. Crew Blog 50,000+ monthly readers #3 referral source to Crew Volume: 1 post per week for 20 weeks
  9. 9. Is writing repeatable and scalable?
  10. 10. Is writing repeatable and scalable? 1 post a week for 20 weeks. Over 2 million views.
  11. 11. Crew growth over this time 30% month over month
  12. 12. How 1. Practically useful 2. Relevance scale 3. Evergreen content
  13. 13. 1. Practically useful Article has: - personal experience - unique elements of science - unique examples - unique takeaways
  14. 14. Practically useful
  15. 15. 2. Relevance
  16. 16. Via: Moz
  17. 17. Topics indirectly related but have potential for broad reach.
  18. 18. Leads to exposure from major media outlets.
  19. 19. 3. Evergreen content What you make will be just as useful 5 years from now as it is today.
  20. 20. The gift that keeps giving
  21. 21. The gift that keeps giving ! Coffee vs. Beer: Which drink makes you more creative?! ! ! Day 1: #1 Hacker News Day 1: #1 Medium.com Day 7: Frontpage Digg Day 30: syndicated to LifeHacker Day 120: Frontpage Digg Day 180: syndicated: The Next Web
  22. 22. How to get distribution when you have no distribution 1. Publish on your blog 2. Key influencers directly related to topic (people mentioned in the post) 3. Email subscribers 4. Distribution publishing (medium, twitter, facebook, linkedin) 5. Syndication (you must produce excellence to get this consistently)
  23. 23. Distribution If you have less than 50k monthly visitors, focus on reach not optimization.
  24. 24. Accelerate reach with free tools Blog takes months to build an audience. ! How can you go further?
  25. 25. Unsplash Metrics: 100 million photos viewed a month #1 referral source to Crew
  26. 26. How Much To Make An App Metrics: 1 million visitors #2 referral source to Crew 25% of projects
  27. 27. Overall results from free tools: 3 of the top 5 referring sites to Crew 100,000+ email subscribers 40% of revenue
  28. 28. Repeat utility
  29. 29. Repeat utility
  30. 30. Winning Search
  31. 31. Trust “People trust us not because of our authority in the space, but because they relate with the vulnerability.” ! - Alex Turnbull, CEO Groove
  32. 32. ROI of being human Lifetime Value of a customer from our content is 2.5x the Lifetime Value of a customer from paid channels.
  33. 33. To make a substantial impact in how your company is growing, you must create extreme value.
  34. 34. That’s it. Mikael Cho, Founder of Crew pickcrew.com @mikaelcho

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