less content. more leads. - new york hubspot user group
TRANSCRIPT
Less Content. More Leads.A Fresh Approach to Thinking About Your Content Strategy
Top 10% of posts got more pageviews than the next 90% combined.
9 pieces of content generating 55% of leads
5,000leads
10,000leads
+
Outputs
20% 80%
The Content Marketing Power Law
Inputs
CB Insights
10% of research accounts 53% of pageviews
Top 20% of reports account for 69% of pageviews
iDoneThis
2 articles account for 53% of pageviews
Top 20% of articles account for 70% of pageviews
Consistency is key
All content is created equal
Content calendars
ATT
ENTI
ON
CONTENT
Spend less time creating content and more time identifying the best possible content to create.
My Story
Inbound Methodology
- Data skills: SQL- Analysis Time: 1 Month- Writing: 3 weeks
- Design: 3-5 days- Development: 1 Week- Partnership: 1 Month- Finished Product:
- 3,000 words- 14 interactive charts- Web only
Top Level Results
50kPAGEVIEWS
10kLEADS
100+BACKLINKS
And the results were improving over time
VS.
Interesting Stuff New Perspective
Webinars
1200 registrants(biggest webinar ever)
Guest Posts
Blog Posts1000 Pageviews/month
(over a year later)
Coverage
Presentations
IRCEBiggest ecommerce conference in the country
Meetups InfluencersOther people presenting our research
● Quora● Press campaign● Roundups● Podcasts
This idea isn’t new to me
Jay Baer: AtomizeAnn Handley: Reimagine Lee Odden: Repurpose
The Barbell StrategyHub Picture
1 Big Thing Webinars
Guest Blogging
Presen-tations
PR
SEO
Lead Nurturing
Partner-ships
Company Blog
Social
The Barbell StrategyHub Picture
1 Big ThingWebinars
Guest Blogging
Presen-tations
PR
SEO
Lead Nurturing
Partner-ships
Company Blog
Social
The Barbell Strategy1 Big Thing
1 year + 1 month later
550 New Leads
1 year + 3 months later
650 New Leads
Spend less time creating content and more time identifying the best possible content to create.
Finding your story
Company Customer
The $500 Rule
The $500 Rule
Spend less time creating content and more time identifying the best possible content to create.
Thank you!
http://bit.ly/hugs-talk