Melissa Joy Kong

1. Using Content
to Grow Your
Bottom Line
Melissa Joy Kong
Iceberg Agency
@melissajoykong

2. Source: State of Inbound 2017, HubSpot

3. 30% of marketers feel they
are effective at measuring
content marketing’s impact
on the bottom of the funnel.
Source: Curata's 2016 Content Marketing Staffing & Tactics Report

4. 1. Content quality is high
2. Publishing cadence is consistent
3. Performance metrics are clearly defined
4. Conversion optimization is a priority
The 4 Keys to Building a Content
Strategy with Bottom-Line Impact

5. 1. Understand the 4 Keys
2. Case Studies
3. Conversion Tools

6. Every piece of content you publish
is either a deposit or a withdrawal.
Content Key #1

7. Content Key #2
Publishing consistency is the best
content marketing hack of all time.

8. Content Consistency
Drives Traffic & Leads
More Site Traffic
Companies that published 16+ blog posts per
month got 3.5X more traffic than companies
that published 0-4 monthly posts.
More Qualified Leads
Companies that published 16+ blog posts per
month got 4.5X more leads than companies
that published 0-4 monthly posts.
Source: HubSpot 2015 State of Inbound Report

9. WHEN YOU PUBLISH
CONTENT CONSISTENTLY,
YOU WIN.

10. Content Key #3
What metrics matter to you?
The more closely tied your content
performance metrics are to your
company's bottom line, the better.

11. Content Performance Metrics
Pageviews
SEO ranking
Time on website
Attention minutes
Social media sharing
Increased customer loyalty (NPS)
Lift in company/brand awareness
Qualitative feedback from customers
Subscriber growth
Reduced cost of customer acquisition
Increased number of contacts/leads
Converted contacts/leads to customers
Increased revenue from existing customers
Increased revenue from new customers

12. Content Key #4
Every content page should be
optimized for conversion.
Make sure it's easy for your audience
to do what you want them to do.

14. Case Study: Eventbrite

15. You can't measure the success
of a long-term strategy
with short-term metrics.

16. Event
Discovery
$$
Pageviews
Time on Website
Attention Minutes
Social Sharing

18. Event
Discovery
$$
Pageviews
Time on Website
Attention Minutes
Social Sharing

19. MONTHLY CITY EVENT CALENDARS :

20. Event
Discovery
$$
Pageviews
Time on Website
Attention Minutes
Social Sharing

22. Case Study: First Round Review

27. Conversion Optimization Tools
If you aren't going to optimize
landing pages for conversion,
you're wasting time and money.

28. Content Conversion Tools

33. Say
hello!
Twitter: @melissajoykong
Email: melissajoykong@gmail.com