Marketing. What is Marketing? In your own words, describe what marketing is.
How to own your Market through Content Marketing
33
Allan Berger Design & UX, Co-Founder & CCO How to own your Market through Content Marketing
description
* Content Marketing Case Studies * What is Marketing? * Product Marketing Types * What is Content Marketing? * How to do good Content Marketing? * Is the return of investment worth it? * What’s the reward for good Content Marketing? * How to measure & track Content Marketing Efforts * Startup Metrics for Pirates — AARRR * Content Marketing Sources & Inspirations * Formula Recap #startup #metrics #tracking #marketing #superpower Links: https://www.blossom.io/ http://www.allanberger.com/
Transcript of How to own your Market through Content Marketing
Allan BergerDesign & UX, Co-Founder & CCO
How to own your Market through Content Marketing
Lean Product Management @allanberger
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
Lean Product Management @allanberger
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
Lean Product Management @allanberger
Write for Influencers
“Hey, their Product actually looks cool too”
Lean Product Management @allanberger
Write Evergreen Content
Timeless, Canonical
i.e.: “6 reasons every small business should be blogging”
Lean Product Management @allanberger
Reuse Content
Inside of Product
Create Content Page
Cross-link Content
Share Existing Content
Lean Product Management @allanberger
Find out what works best
Product Website / Blog
Emails
Social Media Platforms
Ebooks
Infographics
Videos
Slidedecks
Quora Answers
Webinars
Case Studies
Lean Product Management @allanberger
Return of Investment?
$
Lean Product Management @allanberger
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
Lean Product Management @allanberger
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
allanberger.com
allanberger
Thank you
