Step-By-Step Content Marketing

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?

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WHERE DO THEYHang out?

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HOW SHOULD YOUEngage?

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What is User Experience?

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Who are your customers?

ONLINE MARKETERS WITHWebsites

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Where do they hang out?

#measureON TWITTER

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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

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Start a blog

DRIP EMAIL MARKETING

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Create content

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Create content that teaches

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Be consistently awesome

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What is User Experience?

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Start a blog

$7.35COST PER SIGN UP

Sunday, March 3, 13

Create content

505POSTS

20,000COMMENTS

51INFOGRAPHICS

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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?

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2kTweets

600Likes

300LinkedIn Shares

CASE STUDY

BOUNCE RATE DEMYSTIFIEDSunday, March 3, 13

2kTweets

1kLikes

366LinkedIn Shares

CASE STUDY

WHAT MAKES SOMEONE LEAVE A WEBSITE?

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Be consistently awesome

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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

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What is User Experience?Design for conversions

VANITY METRICS

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What is User Experience?Design for conversions

VANITY METRICS WILLKill Your ROI

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What is User Experience?Qualitative measurement

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Qualitative measurement

WHAT DO YOUR READERS WANT TO READ?

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Qualitative measurement

DID READERS GET VALUE FROM YOUR CONTENT?

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Qualitative measurement

HOW CAN YOU IMPROVE YOUR CONTENT?

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Qualitative measurement

WHO ARE YOUR READERS?

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Qualitative measurement

HOW CAN YOU DELIGHT YOUR READERS?

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Quantitative measurement

Sunday, March 3, 13

Quantitative measurement

EMAIL SIGN UP CONVERSION RATE

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Quantitative measurement

SHARING CONVERSION RATE

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Quantitative measurement

WHICH BLOG POSTS CAUSE REPEAT READERS?

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Optimize and improve results

TESTING BUTTON COLORS ISLazy

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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

[email protected]

Sunday, March 3, 13