content hacking: how to get 400,000 visitors/month - neil patel (igniters meetup hackerdojo 9/6/2013...

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400,000 VISITORS/MO AND GROWING: HOW TO CREATE A COMPANY BLOG THAT DOESN’T SUCK! Neil Patel KISSmetrics Wednesday, August 21, 13

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Learn to create digital content and convert visitors into customers from Neil Patel, cofounder of KISSMetrics and Crazy Egg.

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Page 1: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

400,000 VISITORS/MO AND GROWING: HOW TO CREATE A COMPANY BLOG THAT DOESN’T SUCK!

Neil PatelKISSmetrics

Wednesday, August 21, 13

Page 2: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

@neilpatel #KISSmetrics

Wednesday, August 21, 13

Page 3: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

DOING BUSINESS ON THE WEB FOR

10 YEARS

AND PLENTY OF FAILURES ALONG THE WAY

Wednesday, August 21, 13

Page 4: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Start engaging your peopleThe 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.

- Who are your customers?- Where do they hang out?- How should you engage?- How can you make them convert?

“There is no black magic to successfully attracting customers via the web.”

Rand Fishkin

Wednesday, August 21, 13

Page 5: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

WHO ARE YOURCustomers?

Wednesday, August 21, 13

Page 6: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

WHERE DO THEYHang out?

Wednesday, August 21, 13

Page 7: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

HOW SHOULD YOUEngage?

Wednesday, August 21, 13

Page 8: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

HOW CAN YOU MAKE THEMConvert?

Wednesday, August 21, 13

Page 9: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

What is User Experience?

Wednesday, August 21, 13

Page 10: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Who are your customers?

ONLINE MARKETERS WITHWebsites

Wednesday, August 21, 13

Page 11: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Where do they hang out?

#measureON TWITTER

Wednesday, August 21, 13

Page 12: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

How should you engage?

Wednesday, August 21, 13

Page 13: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

How should you engage?

109,000FOLLOWERS

$0BUDGET

16,000TWEETS

Wednesday, August 21, 13

Page 14: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Publish awesome contentContent is king. Great content gets people excited, it educates them, it helps them be successful and even makes them want more!

- Start a blog- Create content- Be consistently awesome

“No matter what, the very first piece of social media real estate I'd start with is

a blog.”Chris Brogan

Wednesday, August 21, 13

Page 15: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Start a blog

SELF-HOSTED

Wednesday, August 21, 13

Page 16: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Start a blog

DRIP EMAIL MARKETING

Wednesday, August 21, 13

Page 17: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Create content

Wednesday, August 21, 13

Page 18: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Create content that teaches

Wednesday, August 21, 13

Page 19: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Be consistently awesome

Wednesday, August 21, 13

Page 20: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

What is User Experience?

Wednesday, August 21, 13

Page 21: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Start a blog

$7.35COST PER SIGN UP

Wednesday, August 21, 13

Page 22: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Create content

505POSTS

20,000COMMENTS

51INFOGRAPHICS

Wednesday, August 21, 13

Page 23: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

WE’VE DESIGNED & MARKETED

OVER 50 INFOGRAPHICSWednesday, August 21, 13

Page 24: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

WE’VE DESIGNED & MARKETED

OVER 50 INFOGRAPHICSWednesday, August 21, 13

Page 25: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

5KTweets

6KLikes

1Radio Show

CASE STUDY

HOW DO COLORS AFFECT PURCHASES?

Wednesday, August 21, 13

Page 26: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

2kTweets

600Likes

300LinkedIn Shares

CASE STUDY

BOUNCE RATE DEMYSTIFIEDWednesday, August 21, 13

Page 27: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

2kTweets

1kLikes

366LinkedIn Shares

CASE STUDY

WHAT MAKES SOMEONE LEAVE A WEBSITE?

Wednesday, August 21, 13

Page 28: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Be consistently awesome

Wednesday, August 21, 13

Page 29: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Measure and optimize your contentFocus 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.

- Design for conversions- Qualitative measurement- Quantitative measurement- Optimize & improve results

“Be metrics driven and test a lot."

Mark Suster

Wednesday, August 21, 13

Page 30: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Design for conversions

Wednesday, August 21, 13

Page 31: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Design for conversions

Wednesday, August 21, 13

Page 32: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Design for conversions

Wednesday, August 21, 13

Page 33: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Design for conversions

Wednesday, August 21, 13

Page 34: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Design for conversions

Wednesday, August 21, 13

Page 35: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Design for conversions

Wednesday, August 21, 13

Page 36: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Design for conversions

Wednesday, August 21, 13

Page 37: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Design for conversions

Wednesday, August 21, 13

Page 38: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Design for conversions

Wednesday, August 21, 13

Page 39: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Design for conversions

Wednesday, August 21, 13

Page 40: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Design for conversions

Wednesday, August 21, 13

Page 41: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Design for conversions

Wednesday, August 21, 13

Page 42: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Design for conversions

Wednesday, August 21, 13

Page 43: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

What is User Experience?Design for conversions

VANITY METRICS

Wednesday, August 21, 13

Page 44: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

What is User Experience?Design for conversions

VANITY METRICS WILLKill Your ROI

Wednesday, August 21, 13

Page 45: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

What is User Experience?Qualitative measurement

Wednesday, August 21, 13

Page 46: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Qualitative measurement

WHAT DO YOUR READERS WANT TO READ?

Wednesday, August 21, 13

Page 47: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Qualitative measurement

DID READERS GET VALUE FROM YOUR CONTENT?

Wednesday, August 21, 13

Page 48: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Qualitative measurement

HOW CAN YOU IMPROVE YOUR CONTENT?

Wednesday, August 21, 13

Page 49: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Qualitative measurement

WHO ARE YOUR READERS?

Wednesday, August 21, 13

Page 50: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Qualitative measurement

HOW CAN YOU DELIGHT YOUR READERS?

Wednesday, August 21, 13

Page 51: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Quantitative measurement

Wednesday, August 21, 13

Page 52: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Quantitative measurement

EMAIL SIGN UP CONVERSION RATE

Wednesday, August 21, 13

Page 53: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Quantitative measurement

SHARING CONVERSION RATE

Wednesday, August 21, 13

Page 54: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Quantitative measurement

WHICH BLOG POSTS CAUSE REPEAT READERS?

Wednesday, August 21, 13

Page 55: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Optimize and improve results

TESTING BUTTON COLORS ISLazy

Wednesday, August 21, 13

Page 56: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

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.”

Wednesday, August 21, 13

Page 57: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Optimize and improve results

Wednesday, August 21, 13

Page 58: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Optimize and improve results

TEST YOUR CALL TO ACTIONS

Wednesday, August 21, 13

Page 59: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Optimize and improve results

LEARN WHICH VARIATION LEADS TO MORE REPEAT READERS

Wednesday, August 21, 13

Page 60: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

Optimize and improve results

ReviewOpportunities

IdentifyOpportunities

Start GoldenMotion

Build

MeasureLearn

Share Learnings

from GoldenMotion

Use Feedbackto Improve

Process/Team

Vote Whereto Focus

Split intoTeams

GOLDEN MOTION PROCESS

ONE FOCUSEveryone has a Voice - Lean - Small Collaborative Teams

Data Informed - Continuous Improvement

THE LEAN STARTUP

Wednesday, August 21, 13

Page 61: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

ROI!

$7.35COST PER SIGN UP

Wednesday, August 21, 13

Page 62: Content Hacking: How to Get 400,000 visitors/month - Neil Patel (Igniters Meetup HackerDojo 9/6/2013 @vorkspace)

THANK YOU!

Neil Patelquicksprout.com

[email protected]

Wednesday, August 21, 13