content marketing lessons
TRANSCRIPT
Doing Business on the Web
12 Years
Finding and Solving Marketing Problems
Our B2B Businesses Have Had
41,525,103 Visits Since 2003 Because of Content Marketing
Content Marketing
ContentMarketingLESSON 1
Content = Marketing
You already create lots of content
The art of marketing is to create better content.
The science helps you measure its performance.
January 2015
1,876 companies
January 2014
947 companies
Find pages with high traffic and high bounce rate
HTTP://GOOGLE.COM/ANALYTICS
Increase Conversions By A/B Testing
Do a Happy Dance But Watch it Closely
Get More Traffic So You Can Start A/B Testing
Get More Traffic So You Can Do a Happy Dance
High Traffic
Low Traffic
High ConversionsLow Conversions
How To Figure Out What To Improve
LESSON 2
People ignore ads but they love great content.
They’ll even search for it!
Only 32% of marketers say they are effectively executing enough content.
HTTP://KISS.LY/CONTENTSTATS
SIMPLE RULE OF CONTENT Easy to understand. Difficult to execute.
Quality + Quantity = EYEBALLS
30+ marketing guides
70+ webinars
LESSON 3
CONTENT MARKETING CAN BE REVERSE ENGINEERED
And imitated too!
SIMPLE RULE OF MARKETING
Figure out what’s working. Do more of it.
Figure out what’s working. for others
Imitate it. but don’t rip it
LESSON 4
HEADLINES ARE EVERYTHING!
They get people to click.
HTTP://KISS.LY/TAM
To impress your offer on the mind of the reader or listener, it is necessary to put it into brief, simple language…No farfetched or obscure statement will stop them. You have got to hit them where they live in the heart or in the head. You have got to catch their eyes or ears with something simple, something direct, something they want. John Caples
8 out of 10 people will read your headline, but only 2 out of 10 people will read the rest of your post.
HTTP://KISS.LY/HEADLINEFORMULA
✓ Negative words and numbers cause more clicks ✓ Keep under 65 characters to ensure search visibility ✓ Use specific headlines that match your content ✓ Odd numbers perform be!er than even ones ✓ Aim to have six words in your headlines ✓ Avoid words that have multiple meanings ✓ Include power verbs and interesting adjectives
Tip For Be"er Blog Headlines
FIVE SHOCKING FACTS THAT WILL CHANGE YOUR
ENTIRE APPROACH TO SOCIAL MEDIA
✓ Negative words and numbers cause more clicks ✓ Keep under 65 characters to ensure search visibility ✓ Use specific headlines that match your content ✓ Odd numbers perform be!er than even ones ✓ Aim to have six words in your headlines ✓ Avoid words that have multiple meanings ✓ Include power verbs and interesting adjectives
Five Shocking Facts That Will Change Your Entire Approach to Social Media
5/7
LESSON 5
Organic Search is the TOP traffic source for content marketing
Content Marketing
SEO vs Content Marketing
Where traffic came from for five popular blogs in 2014
1%5%
10%4%
21% 58%
0%6%7%
29%
18%
39%0%3%5%
5%11%
77%
Organic Search Direct Social Referral Other Email
14%2%
9%
8%
21%
47%
3%2%8%
9%
15% 64%
A B C D E
A couple of outliers
1%5%
10%4%
21% 58%
0%6%7%
29%
18%
39%0%3%5%
5%11%
77%
Organic Search Direct Social Referral Other Email
14%
2%
9%
8%
21%
47%
3%2%8%
9%
15% 64%
A B C D E
60+ infographics
LESSON 6
CONTENT HELPS YOU TELL YOUR STORY
When things are bad :(
When you want to share customer successes
When you’ve got a new feature =)
And so much more…
LESSON 7
CONTENT CREATES CONVERSION OPPORTUNITIES
Which leads to sustainable growth!
For KISSmetrics, content directly leads to…
Newsle!er Subscribers Webinar A!endees
Website Visitors Trial Signups Downloads Backlinks A!ention
30+ marketing guides
70+ webinars
1,145% Increase in Trial Signups
33% Increase in Signups from the blog!
