[500distro] making business go boom: the 5 w's of b2b content marketing
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The Five W’s of B2B Content Marke6ng !Weapons of Mass Distribu1on 2014 !!!
Hiten Shah hnshah@gmail.com !!Get the slides: h<p://kiss.ly/hitenwmd14
@HNSHAH
@HNSHAH
@HNSHAH
Content Marke6ng
Why should we do it?@HNSHAH
There’s already a ton of content about content marke6ng. !
I’m going to share what I think is the best of the best.
@HNSHAH
h<p://kiss.ly/readmore
Pro Tip: Click the links or enter the URL in your browser to read more content from the source.
@HNSHAH
Why h<p://kiss.ly/contentstats
People spend more than 50% of their 6me online looking at content.
@HNSHAH
Why
91% of B2B marketers use content marke6ng.
@HNSHAH
h<p://kiss.ly/contentstats
Because…
Why
DISTRIBUTION!!! !
Scalable. Costs less. Repeatable.
@HNSHAH
h<p://kiss.ly/contentstats
Why h<p://KISSmetrics.com
Return visitors have a 3x higher sign up rate
@HNSHAH
Why
Content marke6ng costs 62% less than tradi6onal marke6ng and generates about 3 6mes as many leads.
@HNSHAH
h<p://kiss.ly/contentstats
But…
Why
Only 32% of marketers say they are effec6vely execu6ng enough content.
@HNSHAH
h<p://kiss.ly/contentstats
Why h<p://kiss.ly/contentreport
What makes content marke6ng effec6ve?
@HNSHAH
Who will we write for? !
What will we write about? !
When will we post? !
Where will we socialize?
@HNSHAH
Who will we write for? !
What will we write about? !
When will we post? !
Where will we socialize?
@HNSHAH
Who h<p://kiss.ly/guestblogging
Test and target different audiences by wri6ng guest posts for other people’s blogs.
@HNSHAH
Making guest blogging effec6ve
Who
✓ Target publica1ons based on their exis1ng audience ✓ Choose topics by analyzing exis1ng posts ✓ Read, analyze and respond to comments
✓ Track traffic and conversions from each guest post
✓ Monitor social media men1ons and engagement
@HNSHAH
h<p://kiss.ly/guestblogging
Who h<p://kiss.ly/cmmanifesto
Rand Fishkin’s Content Manifesto from 2012
@HNSHAH
Who h<p://qualaroo.com
Ask readers about themselves
@HNSHAH
Who h<p://qualaroo.com
Ask readers about themselves
@HNSHAH
Who will we write for? !
What will we write about? !
When will we post? !
Where will we socialize?
@HNSHAH
What h<p://kiss.ly/headlineformula
8 out of 10 people will read your headline, but only 2 out of 10 people will read the rest of your post.
@HNSHAH
What h<p://kiss.ly/getread
Create a conversa6on by using the words “you” and “I” within your posts.
@HNSHAH
✓ Click-‐throughs increase with numbers and nega1ve words
✓ Keep them under 65 characters to ensure search visibility
✓ Make the headline specific and match the content
✓ Odd numbers perform beRer than even ones
✓ Aim for the headline to have six words in it
✓ Avoid words that have mul1ple meanings
✓ Include power verbs and interes1ng adjec1ves
Tips For Your Headlines
h<p://kiss.ly/headlineformulaWhat@HNSHAH
Power verbs
h<p://kiss.ly/powerverbsWhat@HNSHAH
Imagine yourself as a blogging commander, en6cing to swie ac6on with asser6veness. Start 6tles with ac6onable verbs like “Read,” “Download” or “Learn”. Ac6onable verbs can be visualized and acted upon easily.
Interes6ng adjec6ves
h<p://kiss.ly/headlineformulaWhat@HNSHAH
A perfect example of ideal Content Marke6ng
Five Shocking Facts That Will Change Your En6re Approach to Social Media
h<p://kiss.ly/5socialHeadline Example@HNSHAH
✓ Click-‐throughs increase with numbers and nega1ve words
✓ Keep them under 65 characters to ensure search visibility
✓ Make the headline specific and match the content
✓ Odd numbers perform beRer than even ones
✓ Aim for the headline to have six words in it
✓ Avoid words that have mul1ple meanings
✓ Include power verbs and interes1ng adjec1ves
Tips For Your Headlines
h<p://kiss.ly/5socialWhat@HNSHAH
Five Shocking Facts That Will Change Your En6re Approach to Social Media
5/7
Start with what’s already working
h<p://quicksprout.comWhat@HNSHAH
Social media shares tell all
h<p://quicksprout.comWhat@HNSHAH
Discover what posts are popular
h<p://quicksprout.comWhat@HNSHAH
Discover what posts are popular
h<p://quicksprout.comWhat@HNSHAH
h<p://kiss.ly/kmblogcontentWhat@HNSHAH
He does what he feels is best for the KISSmetrics community. And it shouldn’t be any other way. !Neil Patel
h<p://kiss.ly/kmblogcontentWhat@HNSHAH
Who will we write for? !
What will we write about? !
When will we post? !
Where will we socialize?
@HNSHAH
When h<p://kiss.ly/pos6ngscience
It depends.
@HNSHAH
Tips To Learn When to Post
When
✓ Start by deconstruc1ng other people’s content schedules ✓ Know when people are online using signup 1me data
✓ Use analy1cs to discover when you get the most visitors
✓ Learn by sharing the same thing on different days / 1mes
✓ Social networks keep changing, so con1nuously test ideas
@HNSHAH
When
Your mix of followers, traffic and content are unique. !
What works for others won’t necessarily work for you.
@HNSHAH
When
People don’t get bored when sharing, reading and learning from high quality content.
@HNSHAH
Who will we write for? !
What will we write about? !
When will we post? !
Where will we socialize?
@HNSHAH
Know what words get shared via social media
Where h<p://kiss.ly/sharedwords@HNSHAH
Facebook and Google+ are surprisingly home-‐oriented, with top words
like ‘recipe’ and ‘homemade.’ TwiRer tends to be more business and
technology focused.
Where h<p://kiss.ly/scrapeblog
If you just make a few small changes, you can drama6cally increase social sharing for your posts.
@HNSHAH
1. List Posts Are Huge
2. Use ‘You’ & ‘Your’ A Lot
3. Help Your Readers Imagine A BeRer Life
4. List-‐posts Do Best On Facebook, TwiRer, and LinkedIn
5. Video Is Most Popular On Facebook
6. Customize Headlines For Each Social Network
7. Pinterest Offers HUGE Shares
8. At The End Of The Day, It’s Hard To Beat Facebook
9. Emo1onal Headlines Get Shared More
9 data driven takeaways for OkDork.com
h<p://kiss.ly/scrapeblogWhere@HNSHAH
My Opinion@HNSHAH
Content Marke6ng and Freemium are the best B2B strategies that keep on giving.
Hiten Shah hnshah@gmail.com
@hnshah !
How can I help you?
Get the slides: hIp://kiss.ly/hitenwmd14
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