The document discusses best practices for content marketing, focusing on the five W's: who to write for, what to write about, when to post, and where to socialize content. It provides tips for each W, such as targeting specific audiences through guest blogging, writing headlines that use numbers and power verbs, discovering popular topics on social media, and testing different posting schedules. The overall message is that content marketing is effective when the five W's are strategically addressed.

1. 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

2. @HNSHAH

3. @HNSHAH

4. Content
Marke6ng
Why
should
we
do
it?@HNSHAH

6. 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

7. 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

8. Why h<p://kiss.ly/contentstats
People
spend
more
than
50%
of
their
6me
online
looking
at
content.
@HNSHAH

9. Why
91%
of
B2B
marketers
use
content
marke6ng.
@HNSHAH
h<p://kiss.ly/contentstats

10. Because…
Why
DISTRIBUTION!!!
!
Scalable.
Costs
less.
Repeatable.
@HNSHAH
h<p://kiss.ly/contentstats

11. Why h<p://KISSmetrics.com
Return
visitors
have
a
3x
higher
sign
up
rate
@HNSHAH

12. Why
Content
marke6ng
costs
62%
less
than
tradi6onal
marke6ng
and
generates
about
3
6mes
as
many
leads.
@HNSHAH
h<p://kiss.ly/contentstats

13. But…
Why
Only
32%
of
marketers
say
they
are
effec6vely
execu6ng
enough
content.
@HNSHAH
h<p://kiss.ly/contentstats

14. Why h<p://kiss.ly/contentreport
What
makes
content
marke6ng
effec6ve?
@HNSHAH

15. Who
will
we
write
for?
!
What
will
we
write
about?
!
When
will
we
post?
!
Where
will
we
socialize?
@HNSHAH

16. Who
will
we
write
for?
!
What
will
we
write
about?
!
When
will
we
post?
!
Where
will
we
socialize?
@HNSHAH

17. Who h<p://kiss.ly/guestblogging
Test
and
target
different
audiences
by
wri6ng
guest
posts
for
other
people’s
blogs.
@HNSHAH

18. 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

19. Who h<p://kiss.ly/cmmanifesto
Rand
Fishkin’s
Content
Manifesto
from
2012
@HNSHAH

20. Who h<p://qualaroo.com
Ask
readers
about
themselves
@HNSHAH

21. Who h<p://qualaroo.com
Ask
readers
about
themselves
@HNSHAH

22. Who h<p://KISSmetrics.com
@HNSHAH

23. Who
will
we
write
for?
!
What
will
we
write
about?
!
When
will
we
post?
!
Where
will
we
socialize?
@HNSHAH

24. 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

25. What h<p://kiss.ly/getread
Create
a
conversa6on
by
using
the
words
“you”
and
“I”
within
your
posts.
@HNSHAH

26. ✓
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

27. 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.

28. Interes6ng
adjec6ves
h<p://kiss.ly/headlineformulaWhat@HNSHAH

29. 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

30. ✓
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

31. Start
with
what’s
already
working
h<p://quicksprout.comWhat@HNSHAH

32. Social
media
shares
tell
all
h<p://quicksprout.comWhat@HNSHAH

33. Discover
what
posts
are
popular
h<p://quicksprout.comWhat@HNSHAH

34. Discover
what
posts
are
popular
h<p://quicksprout.comWhat@HNSHAH

35. h<p://kiss.ly/kmblogcontentWhat@HNSHAH

36. 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

37. Who
will
we
write
for?
!
What
will
we
write
about?
!
When
will
we
post?
!
Where
will
we
socialize?
@HNSHAH

38. When h<p://kiss.ly/pos6ngscience
It
depends.
@HNSHAH

39. 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

40. When
Your
mix
of
followers,
traffic
and
content
are
unique.
!
What
works
for
others
won’t
necessarily
work
for
you.
@HNSHAH

41. When
People
don’t
get
bored
when
sharing,
reading
and
learning
from
high
quality
content.
@HNSHAH

42. Who
will
we
write
for?
!
What
will
we
write
about?
!
When
will
we
post?
!
Where
will
we
socialize?
@HNSHAH

43. 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.

44. Where h<p://kiss.ly/scrapeblog
If
you
just
make
a
few
small
changes,
you
can
drama6cally
increase
social
sharing
for
your
posts.
@HNSHAH

45. 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

46. My
Opinion@HNSHAH
Content
Marke6ng
and
Freemium
are
the
best
B2B
strategies
that
keep
on
giving.

47. Hiten
Shah
hnshah@gmail.com
@hnshah
!
How
can
I
help
you?
Get
the
slides:
hIp://kiss.ly/hitenwmd14