step by step content marketing
TRANSCRIPT
STEP-BY-STEP CONTENT MARKETING
Hiten ShahApril 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.
- Who are your customers?
- Where do they hang out?
- How should you engage?
“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?
What is User Experience?
Who are your customers?
ONLINE MARKETERS WITH
Websites
Where do they hang out?
#measureON TWITTER
How should you engage?
How should you engage?
88,000FOLLOWERS
$0BUDGET
10,000TWEETS
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!
- 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
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
$7.35COST PER SIGN UP
Create content
300POSTS
10,000COMMENTS
50INFOGRAPHICS
WE’VE DESIGNED & MARKETED
OVER 50 INFOGRAPHICS
15KTweets
5KLikes
1Radio Show
CASE STUDY
HOW DO COLORS AFFECT PURCHASES?
4000Tweets
500Likes
300LinkedIn Shares
CASE STUDY
BOUNCE RATE DEMYSTIFIED
3900Tweets
707Likes
366LinkedIn 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.
- Design for conversions
- Qualitative measurement
- Quantitative measurement
- Optimize & improve results
“Be metrics driven and test a lot."
Mark Suster
Design for conversions
Design for conversions
Design for conversions
Design for conversions
Design for conversions
Design for conversions
What is User Experience?Design for conversions
VANITY METRICS
What is User Experience?Design for conversions
VANITY METRICS WILL
Kill Your ROI
What is User Experience?Qualitative measurement
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
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
ROI!
$7.35COST PER SIGN UP
