Content Strategy | How to Grow 10x With Your Content Myk Pono | iForum

Content
Strategy
Myk Pono | May, 2019

▸ Co-Founder & CEO @ PublishNow.co
▸ Marketing & Product Growth Consultant 
Worked with 20+ companies: Google, CallFire, BrightIdea, Civic, 
Datanyze (acq. by Zoominfo), Respondly (acq. by Buffer), PandaDoc,
Apteligent (acq. by VMware), Soundbite Communication (acq. by Genesis)
▸ Founding Team @ Aptrinsic (acq. Gainsight)
▸ Co-authored: Mastering Product Experience in SaaS: How To Deliver
Personalized Product Experience With Product-Led Go-to-Market Strategy
Myk Pono
blog.mykpono.com
mykola@myxys.com
@myxys
Background
Myk Pono • @myxys • The Marketing Playbook Blog: blog.mykpono.com • Facebook: fb.com/myk.pono • Linkedin: linkedin.com/in/mykolaponomarenko/

Total 450K views 
in the last 3 years

Today, you are not going 
to win on product features —
you have to win on brand
David Cancel,
CEO of Drift
“

How do you build brand?

Welcome to
content economy

Today, every company is a
media company

Even
stockbrokerage
has a podcast

Content is the top priority
for marketers
Source: 45% of marketers cite content & experience management as top priority in 2018 (source)
Source: Survey: Content Marketing Tops List of Marketing Priorities in 2018 (source)

B2B customers progress more than
70% of the way through the decision-
making process before ever engaging 
a sales representative
Demand Gen Report

Newscred
Buyers consume
11 pieces of content 
on average before making 
the purchase decision

57%
of the purchase decision
is already complete before the customer
even calls the supplier
Curata

Every company must focus on content
production and distribution…

Distribution
Production
Low
Low
High
High

In 2019
Launches Disney+ streaming service
By 2022
will spend over $8B on content
In 2018
spent $12B on content
By 2020
will spend $4B on original content

The 5 Steps to Improve
Content Production

‣ Firmographics: company size, revenue, industry
‣ Demographics: title, function, role in buying process
‣ Day in Life: Goals, success metrics, current processes
‣ Needs: Pains + Problems
‣ Psychographic: beliefs + values + attitudes
Step 1: Target Audience

‣ Interview customers and influencer
‣ Address common pains, objections
‣ Document your current process
‣ Survey your audience, share usage data
‣ Search what people talk about on Quora, Reddit
‣ Find what people search for
Step 2: Topics / what to write

Longer content gets more
social shares and backlinks
2x
2.5x
3.2x
1.5x
2x
Step 3: Long vs Short Content

Step 4: Content Experience
‣ Pick fonts that are 
easy to read
‣ Interlink your content +
related articles
‣ Images + infographic

Step 4: Content Experience
Start on your own
resource, control:
‣ SEO
‣ Retargeting
‣ CTAs
‣ Chats (Drift, Intercom)

‣ Stop long lead gen forms
‣ Do not hide your content in PDF
‣ No one shares links with form
‣ No way to get SEO benefits
‣ No way to get backlinks
0 Shares
Step 5: Capture your Audience

Step 5: Capture your Audience

The 5 Steps to Improve
Content Distribution

Step 1: Rally Your Internal Team

Content Pyramid by Gary Vaynerchuk
Step 2: Social Media Sharing

Plan
content distribution
10-20 days ahead
Step 2: Social Media Sharing

Step 3: Pitch Influencers
Why should they
care and share?
Ensure their
audience will like it

Pitch each article
to at least 
10-30 influencers

1. Share your content 
in your newsletter
2. Pitch to other
newsletters
Step 4: Newsletters

Step 5: Share with Communities
Linkedin
Groups
Facebook
Groups
Republish on
Medium and Linkedin

45K views
9.8K

Every company must focus on
1. Identify Target Audience
2. Develop Topics
3. Write Long form content
4. Content Experience is Important
5. Capture your audience
1. Rally Your team
2. Share on Social Media
3. Pitch to influences
4. Share via newsletters
5. Share with communities
Summary
Сontent production and distribution…

Myk Pono: myk@myxys.com
Twitter: @myxys
The Marketing Playbook Blog: blog.mykpono.com
Facebook: fb.com/myk.pono
Linkedin: linkedin.com/in/mykolaponomarenko/
What I Read: https://t.me/mktgjournal
Let’s Talk

Content Strategy | How to Grow 10x With Your Content Myk Pono | iForum

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