Post on 05-Sep-2014
description
Allan BergerDesign & UX, Co-Founder & CCO
How to own your Market through Content Marketing
Lean Product Management @allanberger
allan@blossom.io
allanberger.com
allanberger
Allan Berger
Lean Product Management @allanberger
Content Marketing Case Studies
From 0 to 100k Paying Customers in 9 months Infographics, Articles
Lean Product Management @allanberger
1 Mio. Unique Visitors in 10 Months Infographics, Articles
Content Marketing Case Studies
Lean Product Management @allanberger
Became Market Leader in 3 Years Slideshows, Tips, Videos, Infographics
Content Marketing Case Studies
Lean Product Management @allanberger
Content Marketing Case Studies
Lean Product Management @allanberger
Content Marketing Case Studies
B2B businesses use content marketing2013 B2B Content Marketing Benchmarks - North America: CMI/Marketing Profs
91%
Lean Product Management @allanberger
“
”Wikipedia
Marketing is the process of communicating the value of a product or service to customers, for the purpose of influencing buyer behavior.
What is Marketing?
Lean Product Management @allanberger
A few types of Product Marketing
SEO/SEM
Display Ads
Affiliate Marketing
Social Media Marketing
Video Marketing
Content Marketing
Lean Product Management @allanberger
“
”
A marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience.
What is Content Marketing?
Content Marketing Institute
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Case Studies Webinars
What is Content Marketing?
Lean Product Management @allanberger
What is Content Marketing?
Ongoing Process
Lean Product Management @allanberger
What is Content Marketing?
The art of delivering content without selling
Lean Product Management @allanberger
What is Content Marketing?
No Spam, Non-Interrupting Relevant, Valuable
Lean Product Management @allanberger
How can I do good CM?
Understand your market
Know Meta Information about your Target Audience
Lean Product Management @allanberger
Structure - Define your Goals
Culture, Values
Philosophy
Brand/Product awareness
Thought Leadership
Conversion
Customer Service
Retention
Upsell
Lean Product Management @allanberger
How can I do good CM?
Create Inspiring and Motivating Content Stop … read … learn … think & behave differently
Lean Product Management @allanberger
Superpower your Customers
Source: useronboard.com
Lean Product Management @allanberger
Superpower your Customers
Buffer Example:
How to get better on FB, Twitter and LinkedIn
Habits of successful people
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Write for Influencers
“Hey, their Product actually looks cool too”
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Write Evergreen Content
Timeless, Canonical
i.e.: “6 reasons every small business should be blogging”
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Reuse Content
Inside of Product
Create Content Page
Cross-link Content
Share Existing Content
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Find out what works best
Product Website / Blog
Emails
Social Media Platforms
Ebooks
Infographics
Videos
Slidedecks
Quora Answers
Webinars
Case Studies
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Return of Investment?
$
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Idea behind
New Acquisitions
“People don't buy what you do;they buy why you do it.” — Simon Sinek
Lean Product Management @allanberger
Idea behind
Build Longterm Relationships with the Customer
Lean Product Management @allanberger
Idea behind
Later opportunities with ongoing content
Lean Product Management @allanberger
Idea behind
Validate your ideas i.e. via Tweet or Post
Lean Product Management @allanberger
Measure & Track
Lean Product Management @allanberger
Metrics for Pirates - AARRR
Acquisition
Activation
Retention
Referral
Revenue
Customer Lifecycleby Dave McClure, 500 Startups
Lean Product Management @allanberger
Get inspired
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Recap
Understand your market & your target audience to create tailored content
Give your customers superpowers
Depending on the audience you can use different channels to deliver the content more effectively
Lean Product Management @allanberger
allan@blossom.io
allanberger.com
allanberger
Thank you