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
Spend less time creating content and more time identifying the best possible content to create.
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)
Blog Posts1000 Pageviews/month
(over a year later)
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
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