24 juicy tips for ecommerce content marketing
TRANSCRIPT
FOR ECOMMERCECONTENT MARKETING
PRESENTS
F R O M � I N B O U N D � M A R K E T I N G � P R O S
good � to � t he
l ast �drop !poss i bly
t h e � l owes tha ng i ng � f ru i t !
WHY ARE YOU DOING THIS?YOU NEED A REASON,
CONTENT
INTERESTING CONTENT IS A
TOP 3 REASONPEOPLE FOLLOW BRANDS
ON SOCIAL MEDIA
OF CONSUMERSPREFER GETTINGTO KNOW A COMPANYVIA ARTICLES THAN ADS
70%
BUILD A STRONG RELATIONSHIPWITH YOUR AUDIENCE
WHY ARE YOU DOING THIS?YOU NEED A REASON,
CONTENT
INTERESTING CONTENT IS A
TOP 3 REASONPEOPLE FOLLOW BRANDS
ON SOCIAL MEDIA
OF CONSUMERSPREFER GETTINGTO KNOW A COMPANYVIA ARTICLES THAN ADS
70%
BUILD A STRONG RELATIONSHIPWITH YOUR AUDIENCE
Rand Fishkin taught me that content isn't for
direct signups – it's to create loyalty, branding
and familiarity.
LEO WIDRICHCO-FOUNDER, BUFFER
As long as people see content as a means to an end (getting higher rankings and distracting
people so you sell more stu�) instead of part of the end itself (building strong relationshipsand an enduring audience who will ALWAYS
buy your stu�) it'll stay crappy.
IAN LURIECEO, PORTENT
FRUIT BLOGFRUIT BLOG
OF CONSUMERSWILL PAY MOREFOR A BETTERCUSTOMER EXPERIENCE
86%
WELCOME! NOT SURE WHAT YOU
WANT? HEAD OVER TO
FRUIT BLOG, AND WE’LL SHOW YOU
THE BENEFITS OF EACH
FRUIT!
WHY ARE YOU DOING THIS?YOU NEED A REASON,
INTEGRATE IT AS PART OFA GREAT USER EXPERIENCE
FRUIT BLOGFRUIT BLOG
OF CONSUMERSWILL PAY MOREFOR A BETTERCUSTOMER EXPERIENCE
86%
WELCOME! NOT SURE WHAT YOU
WANT? HEAD OVER TO
FRUIT BLOG, AND WE’LL SHOW YOU
THE BENEFITS OF EACH
FRUIT!
WHY ARE YOU DOING THIS?YOU NEED A REASON,
INTEGRATE IT AS PART OFA GREAT USER EXPERIENCE
Experience is never divorced from commerce, so as long as your
ecommerce site feels more like a gift shop and less like Walmart…
you’re on the right track.
RYAN DEISSFOUNDER & CEO,
DIGITALMARKETER.COM
Consider the user journey as they structure their content and site
experience. In my experience, we are usually called on to accommodate
many di�erent buying stages.
DJ FRANCISVP OF CONTENT STRATEGY,IMAGINATION PUBLISHING
FRUIT BLOGFRUIT BLOG
OF CONSUMERSWILL PAY MOREFOR A BETTERCUSTOMER EXPERIENCE
86%
WELCOME! NOT SURE WHAT YOU
WANT? HEAD OVER TO
FRUIT BLOG, AND WE’LL SHOW YOU
THE BENEFITS OF EACH
FRUIT!
WHY ARE YOU DOING THIS?YOU NEED A REASON,
INTEGRATE IT AS PART OFA GREAT USER EXPERIENCE
To most ecommerce sites, content feels almost like a distraction. They're there to sell products, and can't make a good, data-verified connection between content and sales. So content gets shunted o� to the blog, separated from the products, which of course reduces the impact, and makes it seem more like a distraction.
IAN LURIECEO, PORTENT
INFO-GRAPHICS
ADSNEWS OPINIONS
PAG
E V
IEW
S
DATA
SOCIALLISTENING
ENGAGEMENTHOW DO I STAY
HEALTHY?
HOW’RE YOUFEELING TODAY,MRS HUDSON?
GREAT! MY LITTLEGRANDSON IS
LEARNING HOWTO WALK!
GET TOKNOW THEM
WHO ARE YOUWRITING FOR, EXACTLY?
YOU HAVE TO BE SUPER SPECIFIC.
WHO ARE YOUWRITING FOR, EXACTLY?
YOU HAVE TO BE SUPER SPECIFIC.
INFO-GRAPHICS
ADSNEWS OPINIONS
PAG
E V
IEW
S
DATA
SOCIALLISTENING
ENGAGEMENTHOW DO I STAY
HEALTHY?
HOW’RE YOUFEELING TODAY,MRS HUDSON?
GREAT! MY LITTLEGRANDSON IS
LEARNING HOWTO WALK!
GET TOKNOW THEM
Get to know your shoppers through data, social listening and engagement via real conversations. The data will let you know how well types of content are performing.
Social listening will give you an idea of what your customers are looking to see
from you. Engagement opens dialog and actually empowers consumers to feel they
are a part of your business.
CARMELLA LANNIBLOGGER, THE VEGAN E-COMMERCE GIRL
Choose who you want to reach, and find out everything you can
about them. Their problems and desires. The topics that relate to those problems and
desires. The language they use when searching Google and
social media for those topics. Who else is serving the needs
of these people, both with content and with products
and services.
BRIAN CLARKCEO, COPYBLOGGER MEDIA
WHO ARE YOUWRITING FOR, EXACTLY?
YOU HAVE TO BE SUPER SPECIFIC.
DECIDE WHATYOU WANTTHEM TO FEEL KEYWORDS
YOUNG
ENERGETICOPTIMISTIC
KEYWORDS
OF CONSUMERS FEELMORE POSITIVE ABOUT
A COMPANY AFTER READINGCUSTOM CONTENT ON ITS SITE
60%
WHO ARE YOUWRITING FOR, EXACTLY?
YOU HAVE TO BE SUPER SPECIFIC.
DECIDE WHATYOU WANTTHEM TO FEEL KEYWORDS
YOUNG
ENERGETICOPTIMISTIC
KEYWORDS
OF CONSUMERS FEELMORE POSITIVE ABOUT
A COMPANY AFTER READINGCUSTOM CONTENT ON ITS SITE
60%
Make sure you have a really well thought out positioning statement.
This should summarize very succinctly the sets of feelings that you want to
engender among your target customer. Having this will not only
position you in the customer's mind,it will help you focus your e�orts.
PAUL MAYCEO, BUZZSTREAM
IDENTIFYENTERTAININGOR HELPFULTOPICS
ANNOYINGORANGE
FRUITNINJA
BANANASIN PYJAMAS
WHO ARE YOUWRITING FOR, EXACTLY?
YOU HAVE TO BE SUPER SPECIFIC.
IDENTIFYENTERTAININGOR HELPFULTOPICS
ANNOYINGORANGE
FRUITNINJA
BANANASIN PYJAMASThink about the broad set of topics
that may be helpful (or entertaining) to your potential shoppers. Don’t be salesy. Just share stu� that relates to them.
Once you’re getting that attention, you’re hoping to squeeze the
social, search and email benefits from it, making all of your
marketing gradually more e�ective.
ANDY CRESTODINAWEB STRATEGIST AND CO-FOUNDER,
ORBIT MEDIA
WHO ARE YOUWRITING FOR, EXACTLY?
YOU HAVE TO BE SUPER SPECIFIC.
FIGURE OUT INTERESTING CONTENTTHAT HELPS SOLVE THEIR PROBLEMS
FEELING HOT? HERE ARE 24 FRUIT DRINKS THAT’LL COOL YOU DOWN!
BLOGLINK
WHO ARE YOUWRITING FOR, EXACTLY?
YOU HAVE TO BE SUPER SPECIFIC.
FIGURE OUT INTERESTING CONTENTTHAT HELPS SOLVE THEIR PROBLEMS
FEELING HOT? HERE ARE 24 FRUIT DRINKS THAT’LL COOL YOU DOWN!
BLOGLINK
Create content that sells the
lifestyle around your products,
not just the products
themselves.
MARKMACDONALDGROWTH TEAM &
CONTENT MANAGER,SHOPIFY
Every customer really only wants two things from your
content: (1) Help overcoming something
negative; (2) Help achieving something positive. And,
really, that’s what all products do as well.
DANIEL BURSTEINDIRECTOR OF EDITORIAL CONTENT,
MECLABS
The best content is not about products but rather is a focus on the problems that
buyers face.
DAVIDMEERMAN SCOTT
MARKETING &SALES STRATEGIST,WEBINKNOW.COM
WHO ARE YOUWRITING FOR, EXACTLY?
YOU HAVE TO BE SUPER SPECIFIC.
FIGURE OUT INTERESTING CONTENTTHAT HELPS SOLVE THEIR PROBLEMS
FEELING HOT? HERE ARE 24 FRUIT DRINKS THAT’LL COOL YOU DOWN!
BLOGLINK
Sell around a vertical. If you’re REI, it’s outdoor and sporting gear. Petco is
about pets. What content will help solve your customers’ problems, answer their
questions, inspire them to try new things, tell stories around their interests?
Experiment, learn what resonates, and develop a content strategy from there.
REBECCA LIEBDIGITAL ADVERTISING & MEDIA ANALYST,
ALTIMETER GROUP
Start producing content that is useful and interesting to your target audience. Give them a
reason to come to your website. To find influencers, you can use a tool like SEOmoz's FollowerWonk
– or even Twitter search.
DHARMESH SHAHCTO, HUBSPOT
WHO ARE YOUWRITING FOR, EXACTLY?
YOU HAVE TO BE SUPER SPECIFIC.
DON’T PUMPCONTENT,PUMP OUTPASSION
YOU CAN START ANYWHERE, BUT YOU GOTTA
FIGURE OUT YOUR PROCESS.
WHATYOU
KNOWWELL
WHATYOULOVE
PASSION
DON’T PUMPCONTENT,PUMP OUTPASSION
YOU CAN START ANYWHERE, BUT YOU GOTTA
FIGURE OUT YOUR PROCESS.
WHATYOU
KNOWWELL
WHATYOULOVE
PASSIONOnly write about what comes from passion. Sure, you are not going to outrank Mr. Humungo. But slowly but surely you will
build a local and relevant audience and in the end it is not about attracting 1 million people, it is about attracting
the 1,000 that are in your area that want to give you money.
AVINASH KAUSHIKDIGITAL MARKETING EVANGELIST,
MOTIVATION!
MOREBANANA!
GET CONTENTCREATORSINVESTED INCONTENTCREATION
YOU CAN START ANYWHERE, BUT YOU GOTTA
FIGURE OUT YOUR PROCESS.
MOTIVATION!
MOREBANANA!
GET CONTENTCREATORSINVESTED INCONTENTCREATION
YOU CAN START ANYWHERE, BUT YOU GOTTA
FIGURE OUT YOUR PROCESS.
If you can go to people and say, look, you've told us about the time
constraints of your job, we know you're hesitant to commit to anything, but here is an editorial calendar that
takes into account your time limitations, and here's the kind of
support we can o�er you during the process... and here is WHY we want you to create this content... then you have a solid business case that also seems manageable to the individual.
KRISTINA HALVORSONCEO, BRAIN TRAFFIC
YOU CAN START ANYWHERE, BUT YOU GOTTA
FIGURE OUT YOUR PROCESS.
HERE’S WHY TIM’S APPLES
ARE THE HEALTHIEST:
START BYGUESTPOSTING
YOU CAN START ANYWHERE, BUT YOU GOTTA
FIGURE OUT YOUR PROCESS.
HERE’S WHY TIM’S APPLES
ARE THE HEALTHIEST:
START BYGUESTPOSTING
Start by guest posting - not by writing your own blog. Put
your best free content on the blogs your prospects are
already reading. Don’t try to beat those influential blogs; partner with them. They’re
looking for epic content, and you’re looking for prospects; so be uber-businessy about it
and ‘synergize’.
JOANNA WIEBEFOUNDER, COPYHACKERS.COM
YOU CAN START ANYWHERE, BUT YOU GOTTA
FIGURE OUT YOUR PROCESS.INCLUDESOCIALPROOF
WHY EVERYONE LOVESTIM’S APPLES:
GREAT!
REVIEW:
THE BESTVIDEO:
LOVE IT!
YOU CAN START ANYWHERE, BUT YOU GOTTA
FIGURE OUT YOUR PROCESS.INCLUDESOCIALPROOF
WHY EVERYONE LOVESTIM’S APPLES:
GREAT!
REVIEW:
THE BESTVIDEO:
LOVE IT!
Content marketing delivered by the brand must be complemented by
content generated by brand or product advocates. Brands that
emulate, if not duplicate, the best aspects of social networks not only activate a self-sustaining model of content marketing, but they can
become more trusted in the process.
KIERAN TAYLORCMO, BLUCARAT
YOU CAN START ANYWHERE, BUT YOU GOTTA
FIGURE OUT YOUR PROCESS.WRITE IN ATWO-STEP PROCESS
06:30AM
RESEARCH: 1 HRPRIORITY: BREAK THE “BLANK PAGE” SYNDROME!
03:00PM
EDIT AND WRITEPRIORITY: FOCUS ON DETAILS
YOU CAN START ANYWHERE, BUT YOU GOTTA
FIGURE OUT YOUR PROCESS.WRITE IN ATWO-STEP PROCESS
06:30AM
RESEARCH: 1 HRPRIORITY: BREAK THE “BLANK PAGE” SYNDROME!
03:00PM
EDIT AND WRITEPRIORITY: FOCUS ON DETAILS
The first step is the sourcing process. I find lots of research studies on a topic. Write a few sub-headings and basically make a big mess in a word document.
I intentionally jot down lots of things that don't flow well. I do this for around an hour or so. Then I go and do other tasks. Then in the afternoon, I get back to the post. The great thing is that my brain has by then normally made sense of all the di�erent sections. I then edit and write the actual content in a concise form. In
this second phase I'm very focused on the actual wording, the flow and ordering all the research I've collected. I then publish that post next thing in the
morning after doing a few final tweaks, like adding images, and so on.
LEO WIDRICHCO-FOUNDER, BUFFER
WHY DO I
NEED TO EAT
FRUITS? I LIKEVEGGIES
AND FRUITS.
WRITE IN YOURAUDIENCE’SLANGUAGE
THERE ARE
STANDARDS OF EXCELLENCEYOU SHOULD AIM FOR.
WHY DO I
NEED TO EAT
FRUITS? I LIKEVEGGIES
AND FRUITS.
WRITE IN YOURAUDIENCE’SLANGUAGE
THERE ARE
STANDARDS OF EXCELLENCEYOU SHOULD AIM FOR.
What we call SEO copywriting is actually reflecting the language of the audience back at them (when done correctly). This has been the secret to e�ective copywriting in
general for decades before search engines. The key is to quit worry
about gaming an algorithm (that's getting more "person like" all the
time) and focus on the language of the audience in order to connect
with them, first and foremost.
BRIAN CLARKCEO, COPYBLOGGER MEDIA
TRYLONG-FORMWRITING
LIK
ELIH
OO
D O
F SU
CC
ESS
500
WORD COUNT
800
THERE ARE
STANDARDS OF EXCELLENCEYOU SHOULD AIM FOR.
TRYLONG-FORMWRITING
LIK
ELIH
OO
D O
F SU
CC
ESS
500
WORD COUNT
800
THERE ARE
STANDARDS OF EXCELLENCEYOU SHOULD AIM FOR.
Long-form stu� definitely works. But not for complex stu� – it is usually consumer-focused and impulse-buy. It is not against
best-practice. It is actually in a long and battle-tested tradition of direct response copywriting. The stu� has
been around for many decades with people like Eugene Schwartz.
I wouldn't use it for expensiveB2B stu� though.
TIM ASHCEO, SITETUNERS
CHAIR OF CONVERSION CONFERENCE
THERE ARE
STANDARDS OF EXCELLENCEYOU SHOULD AIM FOR.
USE VISUALSWITH RESTRAINT
HIERARCHY OF DISTRACTION / VISUAL ATTENTION
VISUALTEXT MOTION
ORANGE
THERE ARE
STANDARDS OF EXCELLENCEYOU SHOULD AIM FOR.
USE VISUALSWITH RESTRAINT
HIERARCHY OF DISTRACTION / VISUAL ATTENTION
VISUALTEXT MOTION
ORANGE
People misunderstand the power of visuals. Basically they distract the visitor and make it hard for them to prioritize. There is a hierarchy and stu� at the higher
levels will prevent the visitor on focusing on more subtle stu� at the lower levels. So cut back on the motion and the window-dressing – boring works.
TIM ASHCEO, SITETUNERS
CHAIR OF CONVERSION CONFERENCE
THERE ARE
STANDARDS OF EXCELLENCEYOU SHOULD AIM FOR.
BREAK DOWN COMPLEX ISSUESAND VISUALLY DEMONSTRATECONCEPTS WITH INFOGRAPHICS
THERE ARE
STANDARDS OF EXCELLENCEYOU SHOULD AIM FOR.
BREAK DOWN COMPLEX ISSUESAND VISUALLY DEMONSTRATECONCEPTS WITH INFOGRAPHICS
I love infographics IF – and only if – they're done well. I think infographics have been abused and have gotten a bad rap as a result. But when we're
analyzing data from thousands of advertisers and looking at billions in spend, charts are boring. Infographics can really help break down
complex issues and visually demonstrate concepts if they're done right.
LARRY KIMCTO, WORDSTREAM INC.
PEOPLE ARE BUSY SO YOU HAVE TO
REACH OUT TO THEM.
KEEP THECONVERSATIONGOING THROUGHRELEVANTSOCIAL CHANNELS.
REWARDPROFILECREATION,NEWSLETTERSIGNUPS ANDFOLLOWS.
PUSH THECONTENT ATTHEIR FOLLOWERSTHROUGHOUTREACH AND ADS.
BLOG LINK
USE THOSEKEYWORDSTO BUILDCO-RELEVANTCONTENT IDEAS.
CONTENT
LOOK AT THEWORD CLOUD OFALL THE FOLLOWERSOF THE BIGGESTPLAYER.
FOLLOWERWONK
HEALTHTASTE
WEATHER
FIND PROMOTABLETOPICS
MIKE KINGINBOUND MARKETER, IPULLRANK.COM
PEOPLE ARE BUSY SO YOU HAVE TO
REACH OUT TO THEM.APPLY THE 5 PRINCIPLESFOR CONTENT PROMOTION
PAUL MAYCEO, BUZZSTREAM
PLAN SEGMENT LEVERAGE ENGAGE AUTOMATE
SPEND AT LEASTAS MUCH TIMEPLANNING ASYOU DO ONTHE ACTUALPROMOTION
FRUIT LOVERSFINDINGCONTACTINFO
COLLECTINGMETRICSCITRUS FANS
HEALTH-CONSCIOUS
PEEPS
BROADEN THELIST OF PEOPLEYOU REACHOUT TO BYSEGMENTINGYOUR “CONTENTMARKET”
LEVERAGEEASIER TOACQUIRE LINKSTO HELP GETTHE MOREDIFFICULT ONES
ENGAGEIN YOURCOMMUNITYPRIOR TOOUTREACH
AUTOMATELOW-VALUETASKS
PEOPLE ARE BUSY SO YOU HAVE TO
REACH OUT TO THEM.BUILD AFAN BASE
Strategically, I believe that start-ups should be building permission assets – groups of people who are excited to hear what they have to
say (tactically, I'm a big fan of email marketing).
WILL CRITCHLOWCO-FOUNDER, DISTILLED
ACTIVITY
CONTENTPRODUCTION
COMMUNITYMANAGEMENT
CHANNEL
FAN BASE
SEARCH
SOCIAL
CAN’T WAIT FOR MORE NEWS!
PEOPLE ARE BUSY SO YOU HAVE TO
REACH OUT TO THEM.PERFORMEMAILMARKETING
MARKETING:
CAMPAIGN
ANALYSIS,
METRICS,
BEST
PRACTICES
CONTENT
PEOPLE ARE BUSY SO YOU HAVE TO
REACH OUT TO THEM.PERFORMEMAILMARKETING
MARKETING:
CAMPAIGN
ANALYSIS,
METRICS,
BEST
PRACTICES
CONTENT
I. Love. Email marketing!If you are not thinking about the
transformative nature of mobile on email consumption and engagement,
you are making a BIG MISTAKE.
AVINASH KAUSHIKDIGITAL MARKETING EVANGELIST, GOOGLE
YOU NEED TO MEASURETHE EFFECTS OF YOUR WORK
OR YOU'RE FOOLING YOURSELF.
OBSERVE THEHIERARCHY OF METRICS
BETTER MORE DUBIOUS
DOLLARSIN THE DOOR(CUSTOMERS)
LEADS(PROXY FOR FUTURE
CUSTOMERS)
METRICS FORMEASUREMENT
VISITORS(PROXY FOR
FUTURE LEADS)
I’M BUYING! I’M CONSIDERING! I’M AWARE!
YOU NEED TO MEASURETHE EFFECTS OF YOUR WORK
OR YOU'RE FOOLING YOURSELF.
OBSERVE THEHIERARCHY OF METRICS
BETTER MORE DUBIOUS
DOLLARSIN THE DOOR(CUSTOMERS)
LEADS(PROXY FOR FUTURE
CUSTOMERS)
METRICS FORMEASUREMENT
VISITORS(PROXY FOR
FUTURE LEADS)
I’M BUYING! I’M CONSIDERING! I’M AWARE!
The motivation behind measurement is to figure out what is working and what is not. Most of the time, we measure things
that we think are indicative of the thing we actually want. Because often, it's hard to measure the thing we actually want.
DHARMESH SHAHCTO, HUBSPOT
YOU NEED TO MEASURETHE EFFECTS OF YOUR WORK
OR YOU'RE FOOLING YOURSELF.
FOCUSON KEY METRICS1:VIEWS
SHARES
SIGNUPS
EMAIL LEADS
AUTOMATETHE PROCESS2:
METRICS
AUTOMATE A CUSTOM REPORT WITH ONLYSPECIFIC METRICS THAT YOU CARE ABOUT
YOU NEED TO MEASURETHE EFFECTS OF YOUR WORK
OR YOU'RE FOOLING YOURSELF.
FOCUSON KEY METRICS1:VIEWS
SHARES
SIGNUPS
EMAIL LEADS
AUTOMATETHE PROCESS2:
METRICS
AUTOMATE A CUSTOM REPORT WITH ONLYSPECIFIC METRICS THAT YOU CARE ABOUT
Aside from forensic data dives, webmasters should only spend their time monitoring key performance indicators (metrics on 'roids) that they care
about. So for one webmaster, this might be just the basics. For another, they might be a brick and mortar who only cares about tra�c from their sales
regions, let's just say. That will require a custom report using some advanced(ish) metrics. But all too often, marketers don't automate this
process and do the same repetitive tasks week after week, month after month.
ANNIE CUSHINGFOUNDER, ANNIELYTICS
MONITORDWELL TIME
WHY EVERYONE LOVESTIM’S APPLES:
GREAT!
REVIEW:
THE BESTVIDEO:
LOVE IT!
*BACK*
DWELLTIME
IS THERE A DWELL TIMETHAT LEADS TO HIGHER
CONVERSION RATE?
ANY CORRELATIONTO SOCIAL SHARING? DOES PAGE SPEED CAUSE HIGHER
OR LOWER DWELL TIME?
IN SOME CASES, DOES DWELL TIME CAUSE ME TO MAKE MORE REPEAT VISITS (AND MONEY)?
YOU NEED TO MEASURETHE EFFECTS OF YOUR WORK
OR YOU'RE FOOLING YOURSELF.
MONITORDWELL TIME
WHY EVERYONE LOVESTIM’S APPLES:
GREAT!
REVIEW:
THE BESTVIDEO:
LOVE IT!
*BACK*
DWELLTIME
IS THERE A DWELL TIMETHAT LEADS TO HIGHER
CONVERSION RATE?
ANY CORRELATIONTO SOCIAL SHARING? DOES PAGE SPEED CAUSE HIGHER
OR LOWER DWELL TIME?
IN SOME CASES, DOES DWELL TIME CAUSE ME TO MAKE MORE REPEAT VISITS (AND MONEY)?
YOU NEED TO MEASURETHE EFFECTS OF YOUR WORK
OR YOU'RE FOOLING YOURSELF.
For sites like my blog a very large percentage of people will just come to read the latest post or one post to solve a specific problem. Dwell time tells you
what that engagement looks like because all web analytics tools stink (natively) at capturing time for single page view visits. I use the data to figure
out what content is causing people stay and read.
AVINASH KAUSHIKDIGITAL MARKETING EVANGELIST, GOOGLE
THE BEST PART OF ALL OF THIS IS THAT
YOU GET TO GET BETTER AT IT.JUST KEEP DOINGOVER AND OVER
FIGURE OUTWHAT YOUWANT TO
FOCUS ON.
SET ASIDEWRITINGTIME FORYOURSELFHONOR IT.
DO IT.ASK FOR
FEEDBACK.
MAKE ANEDITORIALCALENDAR
FORYOURSELF.
RESEARCH
ANALYTICS
I WROTETHIS!
THE BEST PART OF ALL OF THIS IS THAT
YOU GET TO GET BETTER AT IT.JUST KEEP DOINGOVER AND OVER
FIGURE OUTWHAT YOUWANT TO
FOCUS ON.
SET ASIDEWRITINGTIME FORYOURSELFHONOR IT.
DO IT.ASK FOR
FEEDBACK.
MAKE ANEDITORIALCALENDAR
FORYOURSELF.
RESEARCH
ANALYTICS
I WROTETHIS!
Remember high school English? That's where you learned how to write (or, you were supposed to—heh). And you learned from doing it over and over again.
KRISTINA HALVORSONCEO, BRAIN TRAFFIC
REWORKCONTENT
FOCUS HEAVILYON DESIGN
THINK ABOUTCHANNELS
INCORPORATEFEEDBACK EXPLICITLY
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
HERE’S WHY TIM’S APPLES ARE THE HEALTHIEST:
PHOTO:THEY TASTE GREAT!
REVIEW:BEST APPLES I’VE EVER TASTED!
VIDEO: WATCH MY BABY DAUGHTER EAT THE APPLES!
TIM’S APPLESKEYNOTE
VIDEOS BLOGPOSTS
EMAILS SLIDE DECKS
HERE’S WHY TIM’S APPLES ARE THE HEALTHIEST:
SPECIAL THANKS TO @JONY FOR HIS FEEDBACK!
EGO-BAITS WORK!
THE BEST PART OF ALL OF THIS IS THAT
YOU GET TO GET BETTER AT IT.
REWORKCONTENT
FOCUS HEAVILYON DESIGN
THINK ABOUTCHANNELS
INCORPORATEFEEDBACK EXPLICITLY
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
HERE’S WHY TIM’S APPLES ARE THE HEALTHIEST:
PHOTO:THEY TASTE GREAT!
REVIEW:BEST APPLES I’VE EVER TASTED!
VIDEO: WATCH MY BABY DAUGHTER EAT THE APPLES!
TIM’S APPLESKEYNOTE
VIDEOS BLOGPOSTS
EMAILS SLIDE DECKS
HERE’S WHY TIM’S APPLES ARE THE HEALTHIEST:
SPECIAL THANKS TO @JONY FOR HIS FEEDBACK!
EGO-BAITS WORK!
THE BEST PART OF ALL OF THIS IS THAT
YOU GET TO GET BETTER AT IT.
I think that I've been too guilty of always moving onto the next thing rather than seeing all the di�erent ways that a piece can be repurposed.
WILL CRITCHLOWCO-FOUNDER, DISTILLED
REFERRALCANDY.COM
word-of-mouth referral campaigns can work to enhance
your inbound marketing efforts!
Drop by
to learn how!
http://ogcontent.com/ecommerce-content-marketing/
http://www.wordstream.com/blog/ws/2014/05/28/content-marketing-ama
http://www.inboundwriter.com/content-marketing/infographic-the-anatomy-of-content-marketing-2/http://www.technicallymarketing.com/index.php/2013/05/10/the-importance-of-the-customer-experience-10-important-stats-for-2013/
SourceS:
CRafTED BY
art direction inspired by: Maëlle Cheval