Welcome back from lunch! If you missed it, Chris Winfield just announced the return of BlueGlass TPA! Sign up here for more information.
Next up, Hiten Shah (KISSMetrics) and Dan Tynski (BlueGlass) will share case studies from extremely successful content marketing initiatives. BlueGlass’ Loren Baker will moderate (and most likely tell a joke or two…).
First up is Dan Tynski.
Dan will be discussing two real life initiatives. He’ll discuss,
- Our goals
- Our results
- Our approach
The first example is a case study for “The Content Marketing Explosion.”
Our goals with this infographic,
- Announce new services offerings.
- Get acquisition press and mentions.
- Introduce and drive traffic to new service page.
- Build links and social signals to new service page.
- Write a press release.
- Submit it to a site.
One does not simply create infographics.
- Find partners with the right audience
- Brainstorm and get pre-approval with publishers
- Collaboratively create content
- Enhance promotions after it’s published
- Add value for the publisher
- Publishers with 1M+ visitors per month
- High volume social sharing of content
- Open to a variety of content mediums
- Strong community: lots of feed subscribers, lots of comments on each post
- Serve the needs of your business.
- Serve the needs of potential publishers.
- Get pre-approved.
Work with people who have experience with their own audience to find the best idea to reach that audience.
“It is wise to persuade people to do things and make them think it was their own idea.” Nelson Mandela
- Simple: Has a simple message
- Unexpected: Data points are surprising
- Concrete: Highlights many facts and figures
- Credible: Uses data from high authority sources
- Emotional: It’s a wake-up call
- paid traffic
- embed codes, QC/QA
- promoting their past content
- helping drive social engagement through your network
- Over 63 different mid to large sized blogs and websites wrote posts about our content
- Drive high volume of targeted traffic
- Build lots of links to our new service page
- Spread co-branded IG far and wide
- Drive massive social sharing
- Drive leads
Tap proven ideas, you don’t always have to reinvent the wheel.
- Universal but feels personal
- Nostalgic, or appeals to our vanity
- Audience is everything.
- Involve publishers and partners along the way.
- Create something remarkable.
- Once your content is published, your job has just begun. Always add value.
- 466 inbound links
- from 108 unique linking domains
- 6,283 unique visitors the BlueGlass
- Who are your customers?
- Where do they hang out ?
- How should you engage?
In the last few years, on a zero budget, KISSMetrics leveraged Twitter to gain 88,000 followers, and 10,000 tweets. Without a blog, they built a following and got to know their people.
- Start a blog.
- Create content.
- Be consistently awesome.
- Use WordPress, self-hosted. Don’t use any other blogging platform.
- Use AWeber, drip email marketing. When it has to do with content initiatives.
- It’s about creating content that people really want to read. It makes them laugh, and smile.
- Have an understanding of what your audience likes and dislikes. This helps you optimize your writing.
- Create content that teaches.
- Be consistently awesome. Be ready to address any issues.
- It costs KISSMetrics just $7.35 per sign up for 30-day trial. This was calculated by breaking down the cost of running the blog.
- 50 infographics, 300 posts, 10,000 comments
- Co-branding works extremely well for infographics
Infographics are branding. They help people understand how you think as a business.
- 15 k tweets
- 5k k likes
- 1 radio show
- 4k Tweets
- 500 likes
- 300 LinkedIn Shares
It’s best if you can create an infographic that is spot on with your audience.
- 3,900 Tweets
- 707 likes
- 366 LinkedIn Shares
There’s a big difference between infographics, and info-guides.
- Designing for conversions.
- Qualitative measurement.
- Quantitative measurement.
- Optimize and improve results.
- most popular, case studies, latest
- current hits, all time, my favorite
- earn more, entrepreneurship, money diaries
Google shows you vanity metrics – metrics that are not actionable
Vanity metrics will kill your ROI.
- What do your readers want to read? Add “micro surveys” that ask your readers, “What should write about next?”
- Did readers get value from your content? Per post, get a score of its action-ability. Have a micro survey that asks “Was this article actionable” and provide only Yes [here's what I learned] and No [I was looking for...] answers.
- How can you improve your content? “What’s the one thing missing from our blog that you’d like to see?”
- Ask people, “I am a…” based on their job positions or industry
- How can you delight your readers? Use a survey to figure out special offers that your readers want. “If we really want to delight you and truly knock your socks off with an incentive to join our mailing list, how should we do it?”
- Understand your email sign up conversion rate.
- Understand your sharing conversion rate – what percentage of people that visit your site, actually share?
- Which blog posts cause repeat readers? Which of your blog posts have sticky readers? This helps you create a readership by finding out what types of content creates repeat readers.
- Testing button colors is lazy.
- Create buttons that will give your readers a decent understanding of what the product is.
- Test your call to action.
- Learn which variation leads to more repeat readers.
The Lean Startup: Build –> Measure –> Learn –> Build –> Measure –> Learn –> Build