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Mart Virkus (Toggl, Chief of Marketing) "Toggl's tips and lessons on using content marketing to boost organic growth" SaaS Nation 2017
- 1. 1
- 2. ● How we’re using content in our marketing efforts? ● How’s it working out for us? ● What to keep in mind when investing in content marketing? 2
- 3. Bad news first: The current state of content marketing ● By now content marketing is completely mainstream ● The internet is already flooded with content ● Advertising costs are going up as organic reach dwindles 3
- 4. 4
- 5. 5
- 6. The Toggl content marketing pyramid: 6
- 7. Impact of content on SEO & organic traffic Toggl.com organic traffic 7
- 8. Content matters, but sharing matters more. Channels we use: - Reddit for organic traffic - Facebook ads to reach specific audiences 8
- 9. Results from regular content scheduling: ● 50% increase in weekly organic traffic ● 4x increase in people going to Toggl after visiting the blog ● Signups ● Brand awareness?? 9
- 10. “If you’re selling SaaS, you’re selling a commodity.” - Alex Turnbull, CEO of Groove 10
- 11. 3 Things To Do Before Getting Into Content Marketing (You Won’t Believe Number 3!) 11
- 12. #1 Make sure your product actually works. Invest in product first, marketing second. 12
- 13. Survey: how paying users found Toggl. Word-of-mouth matters 13
- 14. #2 Make sure your strategy matches your goals 14
- 15. What measurable outcome are you trying to achieve? ● Collecting leads? ● Getting signups? ● Generating traffic? 15
- 16. #3 Don’t go cheap People don’t want more content - they want better content. 16
- 17. Treat content as an investment, not as an expense ● Be prepared to invest in sharing and promotion ● Basic needs - $$$ ● If you’re not happy, the audience won’t be happy 17
Editor's Notes
- NEEDS DESIGN
- Everybody looking to invest in content has to know the current state of affiars. Organic reach down by 40% in 2017
- Our most popular content - infographics and comics aimed at developers, web designers, graphic designers - all potential Toggl users
- We need a lot of traffic, so we just try to stand out from the crowds
- But content is only one part of the strategy. If you have a good sharing startegy, you don’t even need to create that much content
- If you have a good sharing startegy, you don’t even need to create that much content
- Did an experiment with new social media person, focused on promotion only for 2 months - Achieved all this without creating any new content
- Building a great product is not enough anymore, you need to stand out from the crowd
- Your goals should determine your content strategy. Guest bloggin dont work for us, but is good for a startup
- Not just money, but also effort
- Talk also about buying comics, articles from outside freelancers! You’re asking the audience for their most precious resource - time. So make it worth it.
- Talk also about buying comics, articles from outside freelancers! You’re asking the audience for their most precious resource - time. So make it worth it.