step-by-step content marketing
TRANSCRIPT
STEP-BY-STEP CONTENT MARKETING
Neil PatelKISSmetrics
Sunday, March 3, 13
@neilpatel #KISSmetrics
Sunday, March 3, 13
DOING BUSINESS ON THE WEB FOR
9 YEARS
AND PLENTY OF FAILURES ALONG THE WAY
Sunday, March 3, 13
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?
“There is no black magic to successfully attracting customers via the web.”
Rand Fishkin
Sunday, March 3, 13
WHO ARE YOURCustomers?
Sunday, March 3, 13
WHERE DO THEYHang out?
Sunday, March 3, 13
HOW SHOULD YOUEngage?
Sunday, March 3, 13
What is User Experience?
Sunday, March 3, 13
Who are your customers?
ONLINE MARKETERS WITHWebsites
Sunday, March 3, 13
Where do they hang out?
#measureON TWITTER
Sunday, March 3, 13
How should you engage?
Sunday, March 3, 13
How should you engage?
109,000FOLLOWERS
$0BUDGET
16,000TWEETS
Sunday, March 3, 13
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
Sunday, March 3, 13
Start a blog
SELF-HOSTED
Sunday, March 3, 13
Start a blog
DRIP EMAIL MARKETING
Sunday, March 3, 13
Create content
Sunday, March 3, 13
Create content that teaches
Sunday, March 3, 13
Be consistently awesome
Sunday, March 3, 13
What is User Experience?
Sunday, March 3, 13
Start a blog
$7.35COST PER SIGN UP
Sunday, March 3, 13
Create content
505POSTS
20,000COMMENTS
51INFOGRAPHICS
Sunday, March 3, 13
WE’VE DESIGNED & MARKETED
OVER 50 INFOGRAPHICSSunday, March 3, 13
WE’VE DESIGNED & MARKETED
OVER 50 INFOGRAPHICSSunday, March 3, 13
5KTweets
6KLikes
1Radio Show
CASE STUDY
HOW DO COLORS AFFECT PURCHASES?
Sunday, March 3, 13
2kTweets
600Likes
300LinkedIn Shares
CASE STUDY
BOUNCE RATE DEMYSTIFIEDSunday, March 3, 13
2kTweets
1kLikes
366LinkedIn Shares
CASE STUDY
WHAT MAKES SOMEONE LEAVE A WEBSITE?
Sunday, March 3, 13
Be consistently awesome
Sunday, March 3, 13
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
Sunday, March 3, 13
Design for conversions
Sunday, March 3, 13
Design for conversions
Sunday, March 3, 13
Design for conversions
Sunday, March 3, 13
Design for conversions
Sunday, March 3, 13
Design for conversions
Sunday, March 3, 13
Design for conversions
Sunday, March 3, 13
What is User Experience?Design for conversions
VANITY METRICS
Sunday, March 3, 13
What is User Experience?Design for conversions
VANITY METRICS WILLKill Your ROI
Sunday, March 3, 13
What is User Experience?Qualitative measurement
Sunday, March 3, 13
Qualitative measurement
WHAT DO YOUR READERS WANT TO READ?
Sunday, March 3, 13
Qualitative measurement
DID READERS GET VALUE FROM YOUR CONTENT?
Sunday, March 3, 13
Qualitative measurement
HOW CAN YOU IMPROVE YOUR CONTENT?
Sunday, March 3, 13
Qualitative measurement
WHO ARE YOUR READERS?
Sunday, March 3, 13
Qualitative measurement
HOW CAN YOU DELIGHT YOUR READERS?
Sunday, March 3, 13
Quantitative measurement
Sunday, March 3, 13
Quantitative measurement
EMAIL SIGN UP CONVERSION RATE
Sunday, March 3, 13
Quantitative measurement
SHARING CONVERSION RATE
Sunday, March 3, 13
Quantitative measurement
WHICH BLOG POSTS CAUSE REPEAT READERS?
Sunday, March 3, 13
Optimize and improve results
TESTING BUTTON COLORS ISLazy
Sunday, March 3, 13
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.”
Sunday, March 3, 13
Optimize and improve results
Sunday, March 3, 13
Optimize and improve results
TEST YOUR CALL TO ACTIONS
Sunday, March 3, 13
Optimize and improve results
LEARN WHICH VARIATION LEADS TO MORE REPEAT READERS
Sunday, March 3, 13
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
Sunday, March 3, 13
ROI!
$7.35COST PER SIGN UP
Sunday, March 3, 13
THANK YOU!
Neil Patelquicksprout.com
Sunday, March 3, 13