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Content Marketing Lessons From 10 Years
and 41,525,103 Website Visits
Hiten Shah
hnshah@gmail.com
View this presentation online:
http://kiss.ly/conmarket
DoingBusinessontheWeb
12 Years
Finding and Solving Marketing Problems
HTTP://KISS.LY/MKTFUN
HTTP://KISS.LY/MKTFUN
Our B2B Businesses Have Had
41,525,103
Visits Since 2003 Because of Content Marketing
Content Marketing
ContentMarketing
LESSON 1
Content = Marketing
You already create lots of content
The art of marketing is to
create better content.
The science helps you
measure its performance.
January 2015
1,876companies
January 2014
947companies
Find pages with high traffic and high bounce rate
HTTP://GOOGLE.COM/ANALYTICS
Find pages with high traffic and low conversion rate
HTTP://UNBOUNCE.COM
Find sources with high traffic and low conversion rate
HTTP://HUBSPOT.COM
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
LESSON 2
People ignore ads but
they love great content.
They’ll even search for it!
Only 32% of marketers
say they are effectively
executing enough
content.
HTTP://KISS.LY/CONTENTSTATS
SIMPLE RULE OF CONTENT
Easy to understand. Difficult to execute.
Quality + Quantity = EYEBALLS
30+ marketing guides
70+ webinars
LESSON 3
CONTENT MARKETING CAN BE
REVERSE ENGINEERED
And imitated too!
SIMPLE RULE OF MARKETING
Figure out what’s working.
Do more of it.
Figure out what’s working.
for others
Imitate it.
but don’t rip it
HTTP://QUICKSPROUT.COM
LESSON 4
HEADLINES ARE
EVERYTHING!
They get people to click.
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
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
✓ 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
FIVE SHOCKING FACTS
THAT WILL CHANGE YOUR
ENTIRE APPROACH TO
SOCIAL MEDIA
✓ 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
LESSON 5
Organic Search is the TOP traffic
source for content marketing
Content Marketing
SEO vs Content Marketing
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
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
60+ infographics
HTTP://BLOG.KISSMETRICS.COM/COLOR-PSYCHOLOGY/
HTTP://OPENSITEEXPLORER.ORG
HTTP://OPENSITEEXPLORER.ORG
HTTP://BLOG.KISSMETRICS.COM/COLOR-PSYCHOLOGY/
LESSON 6
CONTENT HELPS YOU
TELL YOUR STORY
When things are bad :(
When you want to share customer successes
When you’ve got a new feature =)
And so much more…
LESSON 7
CONTENT CREATES CONVERSION
OPPORTUNITIES
Which leads to sustainable growth!
For KISSmetrics, content
directly leads to…
Newsle er Subscribers
Webinar A endees
Website Visitors
Trial Signups
Downloads
Backlinks
A ention
30+ marketing guides
70+ webinars
1,145% Increase in Trial Signups
KISSmetrics.com Visits and Signups
33% Increase in Signups from the blog!
Hiten Shah
hnshah@gmail.com
@hnshah
How can I help you?

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