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STEP-BY-STEP CONTENT MARKETING




 Hiten Shah
 April 2012 - BlueGlass LA
@hnshah #BlueGlassLA
DOING BUSINESS ON THE WEB FOR

      9 YEARS

      AND PLENTY OF FAILURES ALONG THE WAY
Start engaging your
people
The lifeblood of your business is
people. They interact with you and
even pay you… they are your users...
your customers. Start getting to know
them as fast as possible.               “There is no black magic to
                                          successfully attracting
                                         customers via the web.”
                                              Rand Fishkin
- Who are your customers?
- Where do they hang out?
- How should you engage?
WHO ARE YOUR
Customers?
WHERE DO THEY
Hang out?
HOW SHOULD YOU
Engage?
What is User Experience?
Who are your customers?




    ONLINE MARKETERS WITH
        Websites
Where do they hang out?




      #measure      ON TWITTER
How should you engage?
How should you engage?



                10,000
                  TWEETS

                88,000
                FOLLOWERS

                    $0
                  BUDGET
Publish awesome
content
Content is king. Great content gets
people excited, it educates them, it
helps them be successful and even
makes them want more!
                                       “No matter what, the very first
                                         piece of social media real
                                       estate I'd start with is a blog.”
                                               Chris Brogan
- Start a blog
- Create content
- Be consistently awesome
Start a blog




               SELF-HOSTED
Start a blog




               DRIP EMAIL MARKETING
Create content
Create content that teaches
Be consistently awesome
What is User Experience?
Start a blog




               $7.35
        COST PER SIGN UP
Create content



                     50
                 INFOGRAPHICS

                    300
                    POSTS

                  10,000
                  COMMENTS
WE’VE DESIGNED & MARKETED

OVER 50 INFOGRAPHICS
15K
                        Tweets



                        5K
                         Likes



                          1
                       Radio Show




CASE STUDY

HOW DO COLORS AFFECT PURCHASES?
4000
                          Tweets



                          500
                           Likes



                          300
                          LinkedIn
                           Shares




CASE STUDY

BOUNCE RATE DEMYSTIFIED
3900
                        Tweets



                       707
                        Likes



                       366
                       LinkedIn
                        Shares




CASE STUDY

WHAT MAKES SOMEONE LEAVE A
WEBSITE?
Be consistently awesome
Measure and optimize
your content
Focus on actionable metrics for your
content. It’s easy to drown in a sea of
vanity metrics. Hone in on the metrics
that matter based on your own specific
business goals.                           “Be metrics driven and test a lot."
                                                    Mark Suster



- Design for conversions
- Qualitative measurement
- Quantitative measurement
- Optimize & improve results
Design for conversions
Design for conversions
Design for conversions
Design for conversions
Design for conversions
Design for conversions
Design User Experience?
What isfor conversions




                   VANITY METRICS
Design User Experience?
What isfor conversions




       VANITY METRICS WILL
   Kill Your ROI
Qualitative measurement
What is User Experience?
Qualitative measurement




           WHAT DO YOUR READERS WANT TO READ?
Qualitative measurement




         DID READERS GET VALUE FROM YOUR CONTENT?
Qualitative measurement




           HOW CAN YOU IMPROVE YOUR CONTENT?
Qualitative measurement




                WHO ARE YOUR READERS?
Qualitative measurement




           HOW CAN YOU DELIGHT YOUR READERS?
Quantitative measurement
Quantitative measurement




             EMAIL SIGN UP CONVERSION RATE
Quantitative measurement




               SHARING CONVERSION RATE
Quantitative measurement




          WHICH BLOG POSTS CAUSE REPEAT READERS?
Optimize and improve results




  TESTING BUTTON COLORS IS
                Lazy
Optimize and improve results




 “What works for us may not work for you. Please do your own testing.
          Your conversion rates may suffer if you copy us.”
Optimize and improve results
Optimize and improve results




                TEST YOUR CALL TO ACTIONS
Optimize and improve results




       LEARN WHICH VARIATION LEADS TO MORE REPEAT READERS
Data Informed - Continuous Improvement
   Optimize and improve results


re
 ings                                               Spl
olden                                                Te
ion
                            Build




                   Learn            Measure




                       THE LEAN STARTUP
ROI!




          $7.35
       COST PER SIGN UP
THANK YOU!
    Hiten Shah
    hitenism.com
  hnshah@gmail.com

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