Content Marketing Lessons From 10 Years and 41,525,103 Website Visits
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Transcript of Content Marketing Lessons From 10 Years and 41,525,103 Website Visits
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Doing Business on the Web
12 Years
Finding and Solving Marketing Problems
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Our B2B Businesses Have Had
41,525,103 Visits Since 2003 Because of Content Marketing
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Content Marketing
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ContentMarketingLESSON 1
Content = Marketing
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You already create lots of content
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The art of marketing is to create better content.
The science helps you measure its performance.
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January 2015
1,876 companies
January 2014
947 companies
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Find pages with high traffic and high bounce rate
HTTP://GOOGLE.COM/ANALYTICS
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Increase Conversions By A/B Testing
Do a Happy Dance But Watch it Closely
Get More Traffic So You Can Start A/B Testing
Get More Traffic So You Can Do a Happy Dance
High Traffic
Low Traffic
High ConversionsLow Conversions
How To Figure Out What To Improve
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LESSON 2
People ignore ads but they love great content.
They’ll even search for it!
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Only 32% of marketers say they are effectively executing enough content.
HTTP://KISS.LY/CONTENTSTATS
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SIMPLE RULE OF CONTENT Easy to understand. Difficult to execute.
Quality + Quantity = EYEBALLS
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30+ marketing guides
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70+ webinars
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LESSON 3
CONTENT MARKETING CAN BE REVERSE ENGINEERED
And imitated too!
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SIMPLE RULE OF MARKETING
Figure out what’s working. Do more of it.
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Figure out what’s working. for others
Imitate it. but don’t rip it
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LESSON 4
HEADLINES ARE EVERYTHING!
They get people to click.
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HTTP://KISS.LY/TAM
To impress your offer on the mind of the reader or listener, it is necessary to put it into brief, simple language…No farfetched or obscure statement will stop them. You have got to hit them where they live in the heart or in the head. You have got to catch their eyes or ears with something simple, something direct, something they want. John Caples
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8 out of 10 people will read your headline, but only 2 out of 10 people will read the rest of your post.
HTTP://KISS.LY/HEADLINEFORMULA
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✓ Negative words and numbers cause more clicks ✓ Keep under 65 characters to ensure search visibility ✓ Use specific headlines that match your content ✓ Odd numbers perform be!er than even ones ✓ Aim to have six words in your headlines ✓ Avoid words that have multiple meanings ✓ Include power verbs and interesting adjectives
Tip For Be"er Blog Headlines
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FIVE SHOCKING FACTS THAT WILL CHANGE YOUR
ENTIRE APPROACH TO SOCIAL MEDIA
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✓ Negative words and numbers cause more clicks ✓ Keep under 65 characters to ensure search visibility ✓ Use specific headlines that match your content ✓ Odd numbers perform be!er than even ones ✓ Aim to have six words in your headlines ✓ Avoid words that have multiple meanings ✓ Include power verbs and interesting adjectives
Five Shocking Facts That Will Change Your Entire Approach to Social Media
5/7
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LESSON 5
Organic Search is the TOP traffic source for content marketing
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Content Marketing
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SEO vs Content Marketing
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Where traffic came from for five popular blogs in 2014
1%5%
10%4%
21% 58%
0%6%7%
29%
18%
39%0%3%5%
5%11%
77%
Organic Search Direct Social Referral Other Email
14%2%
9%
8%
21%
47%
3%2%8%
9%
15% 64%
A B C D E
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A couple of outliers
1%5%
10%4%
21% 58%
0%6%7%
29%
18%
39%0%3%5%
5%11%
77%
Organic Search Direct Social Referral Other Email
14%
2%
9%
8%
21%
47%
3%2%8%
9%
15% 64%
A B C D E
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60+ infographics
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LESSON 6
CONTENT HELPS YOU TELL YOUR STORY
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When things are bad :(
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When you want to share customer successes
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When you’ve got a new feature =)
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And so much more…
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LESSON 7
CONTENT CREATES CONVERSION OPPORTUNITIES
Which leads to sustainable growth!
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For KISSmetrics, content directly leads to…
Newsle!er Subscribers Webinar A!endees
Website Visitors Trial Signups Downloads Backlinks A!ention
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30+ marketing guides
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70+ webinars
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1,145% Increase in Trial Signups
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33% Increase in Signups from the blog!