SearchLove San Diego 2017 | Hana Abaza | Aiming for Impact: A Conversion-Centric Approach to Content Marketing
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We’ve all been in the room when someone asks the golden question: How do we get more traffic to our content? Here’s a better question: How do we hit our goals with the least amount of traffic possible? Changing the question can lead to a totally different approach to content marketing. One that prioritizes quality, conversion and impact. In this session, Hana will cover the core drivers of high-impact content including establishing content/market fit, advanced persona driven strategies and optimization.
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SearchLove San Diego 2017 | Hana Abaza | Aiming for Impact: A Conversion-Centric Approach to Content Marketing
- 1. AIMING FOR IMPACT A Conversion Minded Approach to Content Marketing Hana Abaza, Head of Marketing, Shopify Plus @hanaabaza
- 3. will produce more content this year 77%of B2C marketers 76%of B2B marketers
- 4. Over 800K “Mind-Blowing” Marketing Posts
- 5. Half a Million Ultimate Guides to Marketing
- 6. Too many to count.
- 9. CONSUMERS ARE CREATING MORE CONTENT THAN EVER
- 13. CONTENT CAN BE A POWERFUL GROWTH DRIVER Define your brand, generate leads, nurture prospects, persuade buyers, and empower advocates.
- 14. WE NEED TO CHANGE HOW WE THINK ABOUT CONTENT MARKETING Content needs to be more targeted, relevant and engaging.
- 15. HOW CAN WE GET MORE TRAFFIC?
- 16. HOW CAN WE GET MORE TRAFFIC?
- 17. HOW DO WE GET THE DESIRED OUTCOME WITH LESS TRAFFIC?
- 18. CONTENT PROBLEMS (regardless of size/sophistication) Too much content that underperforms Persona misalignment (or no personas) Silod Content and SEO teams Not enough time, money, resources Focus on traffic, not on impact
- 19. HOW DO YOU OPTIMIZE FOR IMPACT WITH CONTENT MARKETING? Personas & Positioning, Content/Market Fit, Optimization
- 20. Sorry, no shortcuts or hacks. You need to take the scenic route. Personas & Positioning, Content/Market Fit, Optimization
- 21. CONTENT / MARKET FIT CORE DRIVERS PERSONAS & POSITIONING STRATEGIC OPTIMIZATION
- 22. PERSONAS These are your new BFFs – find out everything you can about them
- 23. “By not deciding on one of these personas, we paid a gigantic, invisible ‘optionality’ tax.” Source: readthink.com - Brian Halligan, CEO of HubSpot
- 24. PEOPLE (AND PERSONAS) ARE MULTI-FACETED Personas & Positioning, Content/Market Fit, Optimization
- 25. BEHAVIORALDEMOGRAPHIC “OTHER” Age Gender Income Marital Status Education Location (this is easy) Search Social Website Content Email Product (this is harder) Account-based Tech usage Interests Opinions Industry Use Case (this depends) Personas & Audience Segments
- 26. Audience Segment Content Marketers B2B Companies Use HubSpot Personas & Audience Segments
- 27. HOW MANY PERSONAS? DECISION MAKER VS. INFLUENCER Personas & Positioning, Content/Market Fit, Optimization
- 28. THERE’S A DIFFERENCE BETWEEN BUYER PERSONAS AND USER PERSONAS Your buyer process and business model need to inform person development
- 30. Audience Segment B2B Marketers Mid-Size Company Use HubSpot Personas & Audience Segments
- 31. UNDERSTANDING CURRENT USERS CAN HELP FUEL A CONTENT THAT ATTRACTS MORE OF YOUR PEOPLE Personas & Positioning, Content/Market Fit, Optimization
- 32. UNDERSTAND WHO THEY ARE AND WHERE THEY ARE IN THE “INNOVATION” CYCLE Personas & Positioning, Content/Market Fit, Optimization
- 34. These people self-educate. Historical search terms?
- 35. Content, tactics and channels change. Need case studies, proof, validation.
- 36. GETTING TO KNOW PERSONAS Talk to leads Talk to customers Talk to internal teams Audience surveys Facebook insights Targeted social polls Product usage reports Tools (Built With, Datanyze etc.)
- 42. Resources: adespresso.com, twitter.com, bizible.com Upload customer list Research personas Personas Insights Customers Connections
- 44. Yay, Personas! Now what? Personas & Positioning, Content/Market Fit, Optimization
- 45. VALUE PROP(S)POSITIONING ALIGNMENT How do people think about the product? What’s the value for each persona? Proof points Product story Big “C” Content
- 46. “Marketing is about making it easy for people to find, evaluate and buy your products. Positioning is figuring out what your product is in the first place.” More April: rocketwatcher.com - April Dunford, CEO of Sprintly
- 47. “Marketing can polish a turd. Positioning can turn turds into fertilizer.” More April: rocketwatcher.com - April Dunford, CEO of Sprintly
- 48. HOW DO PEOPLE THINK ABOUT YOUR PRODUCT? Are you a turd or are you fertilizer?
- 49. WHAT’S THE CONTEXT IN WHICH PEOPLE THINK ABOUT YOUR PRODUCT? Price, customers, competition, brand, channels, message
- 50. WHAT LANGUAGE DO PEOPLE USE TO TALK ABOUT ABOUT YOUR PRODUCT? How do your customers explain your product to their colleagues? What do they search on Google?
- 52. “Marketing is too important to be left to the marketing department.” More April: rocketwatcher.com - David Packard, Co0founder, Hewlett Packard
- 53. This is the “why” — what’s the guiding narrative? Secondary Message Secondary Message Secondary Message Secondary Message Secondary Message Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter?
- 54. For example, Netflix might look something like this…
- 55. The best entertainment, straight to your device. We know what you’ll love before you do. Great Content Straight to Your Device Recommendations Convenience Low Cost Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter?
- 56. The best entertainment, straight to your device. We know what you’ll love before you do. Great Content Straight to Your Device Recommendations Convenience Low Cost Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2
- 57. The best entertainment, straight to your device. We know what you’ll love before you do. Great Content Straight to Your Device Recommendations Convenience Low Cost Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2
- 58. The best entertainment, straight to your device. We know what you’ll love before you do. Great Content Straight to Your Device Recommendations Convenience Low Cost Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 CONTENT • Search • Owned • Contributed CONTENT • Search • Owned • Contributed CONTENT • Search • Owned • Contributed CONTENT • Search • Owned • Contributed CONTENT • Search • Owned • Contributed
- 59. CONTENT/MARKET FIT Align content with your personas, channels, market and biz model
- 60. THE CONTENT MARKETING POWER LAW A small portion of your content is responsible for the majority of your results.
- 61. THE VAST MAJORITY OF CONTENT UNDERPERFORMS Buzzsumo analyzed one million random B2B blog articles.
- 65. CONTENT MARKETERS NEED TO THINK LIKE PRODUCT MARKETERS TO MAKE A BIG IMPACT Price, customers, competition, brand, channels, message
- 66. CONTENT MARKET FIT What is the context with which people understand your content and is it aligned with what your market is looking for (knowingly or unknowingly)
- 67. Blog Articles “Snacky” Content Long Form Premium (gated) ebooks/whitepapers Webinars WHAT CONTENT TYPES DO YOU FOCUS ON? Visual Content SlideShare, Videos Infographics
- 68. ALIGNING CONTENT MARKETING (Re)search vs. Intent Topics Format Channels Experience Brand, Voice & Tone Landscape (crowded vs. empty)
- 69. YOUR DON’T ACTUALLY OWN YOUR AUDIENCE They can go wherever they want. The world owes you nothing.
- 72. CONTENT IDEATION Consider the topic, timing and distribution at the point of inception.
- 74. GIVE ME ALL THE KEYWORD TOOLS!
- 76. A BLENDED APPROACH IS BEST Ideation/brainstorming Keyword tools Buzzsumo Answer The Public Internal Data Lead Scoring People
- 77. OPTIMIZATION How and where should you spend time optimizing?
- 88. SEARCH VS. RESEARCH People batch research. Are you optimizing for them to discover more content what they get to you?
- 96. Urgency!
- 97. GREAT CONTENT ISN’T ENOUGH You need deep persona knowledge, content market fit and a good experience.
Editor's Notes
- Recently joined Shopify to head up marketing at Plus, a new division focused on high-growth, high-volume merchants Previous to that I was at Uberflip, content marketing software for B2B marketers, mostly big enterprise When I joined, we were tiny, no PM fit and we thought it was going to be small business, we were totally wrong and shifted upmarket (mid-market to enterprise) Common thread among both of these is the emphasis and impact on content marketing to drive results (and by results I mean revenue) So today, we’re going to approach content a little differently and hopefully you’ll walk away the the framework you need and some tactics to take home (warning, I focus on frameworks and while we’ll get into some tactics I’m not going to spend too much time on the how, but I’ll point you in the right direction) not a good use of time
- I think you all know that content marketing landscape has gotten more complex. Did a little research (search terms? Shopify vs. ecommerce)
- 1. http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf 2. https://webdam.com/blog/brand-marketing-infographic 3. (CISCO) https://webdam.com/blog/brand-marketing-infographic
- Screenshots or articles, mind-blowing articles, the ultimate ultimate guides, listicles etc etc etc. buzzfeed, upworthy How do you cut through the clutter? How do you get in front of your audience? How do you hold their attention? Content shock Buzfeedworthy?
- Screenshots or articles, mind-blowing articles, the ultimate ultimate guides, listicles etc etc etc. buzzfeed, upworthy How do you cut through the clutter? How do you get in front of your audience? How do you hold their attention? Content shock Buzfeedworthy?
- Screenshots or articles, mind-blowing articles, the ultimate ultimate guides, listicles etc etc etc. buzzfeed, upworthy How do you cut through the clutter? How do you get in front of your audience? How do you hold their attention? Content shock Buzfeedworthy?
- Screenshots or articles, mind-blowing articles, the ultimate ultimate guides, listicles etc etc etc. buzzfeed, upworthy How do you cut through the clutter? How do you get in front of your audience? How do you hold their attention? Content shock Buzfeedworthy?
- Contently reported that digital media consumption has increased by 50% since 2013
- Onslaught of consumer content
- 1. http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf 2. https://webdam.com/blog/brand-marketing-infographic 3. (CISCO) https://webdam.com/blog/brand-marketing-infographic
- You better believe that these kinds of messages have a 100% open rate..
- CONTENT, DEMAND, EVENTS, PROUCT
- Build a brand, generate leads, persuade buyers, nurture prospects, advocates
- CONTENT, DEMAND, EVENTS, PROUCT
- CONTENT, DEMAND, EVENTS, PROUCT
- This matters less for free things, but matters a lot when you have to take CAC into consideration
- positioning misalignment, key messaging, CM fit
- Image: scenic route?
- Peronsas and positioning, you understand search behaviour but do you understand the person. Need personas to inform positioning which will inform content (big C) Content Market Fit: Are you creating the right type of content, format, channels for your personas. Go beyond keywords for ideation (from whiteboards onwards, blended approach). Model comes into play here.
- Personas - to scale you need to focus, oriented the entire company (SEO, growth, marketing, sales, product around a single persona) Gets more complex as you move up market Multiple decision makers and influencers Doesn’t stop with them Why this matters: Personas should fuel everything Need to optimize for people (not just algorithms Inform content, search, buying process and the experience
- Peronsas and positioning, you understand search behaviour but do you understand the person. Need personas to inform positioning which will inform content (big C) Content Market Fit: Are you creating the right type of content, format, channels for your personas. Go beyond keywords for ideation (from whiteboards onwards, blended approach). Model comes into play here.
- They act differently – early adopters self educate, http://www.coelevate.com/essays/growth-is-never-done http://tomtunguz.com/importance-and-mystery-demand-generation/
- They act differently – early adopters self educate, http://www.coelevate.com/essays/growth-is-never-done http://tomtunguz.com/importance-and-mystery-demand-generation/
- At some point, you pass the early adopters and growth declines because you’ve capped out and need to move to the next stage Early majority is different – they aren’t seeking out info and you need to generate demand in a different way (they don’t buy software the way early adopters do) Channels change, messaging changes, onboarding changes, product evolves etc. These people need a different marketing/sales approach, they’re not looking to change: education, handholding, relationships, case studies, social proof, analysts
- start with demographic info, layer in behavioural info, layer in other relevant dimensions as needed
- https://www.salesforce.com/ca/blog/2016/01/facebook-buyer-personas.html https://adespresso.com/academy/blog/how-to-use-facebooks-audience-insights-to-create-buyer-personas/ https://blog.twitter.com/2015/introducing-new-audience-insights-for-brands
- Peronsas and positioning, you understand search behaviour but do you understand the person. Need personas to inform positioning which will inform content (big C) Content Market Fit: Are you creating the right type of content, format, channels for your personas. Go beyond keywords for ideation (from whiteboards onwards, blended approach). Model comes into play here.
- How? Ask people how they would describe the product to their colleagues / friends
- https://hackernoon.com/obviously-awesome-a-product-positioning-exercise-604e8ced841e#.lrquio1vx
- Primary narratives (core), secondary messaging, proof points, product, testimonials Secondary narratives: flash sales, wholesale, B2B Other messaging: pricing, customization?
- Primary narratives (core), secondary messaging, proof points, product, testimonials Secondary narratives: flash sales, wholesale, B2B Other messaging: pricing, customization?
- Primary narratives (core), secondary messaging, proof points, product, testimonials Secondary narratives: flash sales, wholesale, B2B Other messaging: pricing, customization?
- Primary narratives (core), secondary messaging, proof points, product, testimonials Secondary narratives: flash sales, wholesale, B2B Other messaging: pricing, customization?
- Primary narratives (core), secondary messaging, proof points, product, testimonials Secondary narratives: flash sales, wholesale, B2B Other messaging: pricing, customization?
- link
- Link to buzzsumo
- Build a brand, generate leads, persuade buyers, nurture prospects, advocates
- Logos
- Highly valuable, shareable, & linkable content Optimized SEO targeting and backlink building 20/80 promo ratio
- Highly valuable, shareable, & linkable content Optimized SEO targeting and backlink building 20/80 promo ratio
- Logos
- Logos
- Logos
- Logos
- People batch search - are you making it easy for them to find your stuff
- Link to buzzsumo