We’ve all been in the room when someone asks the golden question: How do we get more traffic to our content? Here’s a better question: How do we hit our goals with the least amount of traffic possible? Changing the question can lead to a totally different approach to content marketing. One that prioritizes quality, conversion and impact. In this session, Hana will cover the core drivers of high-impact content including establishing content/market fit, advanced persona driven strategies and optimization.
17. HOW DO WE GET THE
DESIRED OUTCOME WITH
LESS TRAFFIC?
18. CONTENT PROBLEMS
(regardless of size/sophistication)
Too much content that underperforms
Persona misalignment (or no personas)
Silod Content and SEO teams
Not enough time, money, resources
Focus on traffic, not on impact
19. HOW DO YOU OPTIMIZE FOR
IMPACT WITH CONTENT
MARKETING?
Personas & Positioning,
Content/Market Fit, Optimization
20. Sorry, no shortcuts or hacks.
You need to take the scenic route.
Personas & Positioning,
Content/Market Fit, Optimization
23. “By not deciding on one of these personas, we paid a
gigantic, invisible ‘optionality’ tax.”
Source: readthink.com
- Brian Halligan, CEO of HubSpot
24. PEOPLE (AND PERSONAS) ARE
MULTI-FACETED
Personas & Positioning,
Content/Market Fit, Optimization
36. GETTING TO KNOW
PERSONAS
Talk to leads
Talk to customers
Talk to internal teams
Audience surveys
Facebook insights
Targeted social polls
Product usage reports
Tools (Built With, Datanyze etc.)
46. “Marketing is about making it easy for people to find,
evaluate and buy your products. Positioning is figuring
out what your product is in the first place.”
More April: rocketwatcher.com
- April Dunford, CEO of Sprintly
47. “Marketing can polish a turd.
Positioning can turn turds into fertilizer.”
More April: rocketwatcher.com
- April Dunford, CEO of Sprintly
48. HOW DO PEOPLE THINK ABOUT
YOUR PRODUCT?
Are you a turd or are you fertilizer?
49. WHAT’S THE CONTEXT IN WHICH
PEOPLE THINK ABOUT YOUR
PRODUCT?
Price, customers, competition, brand,
channels, message
50. WHAT LANGUAGE DO PEOPLE
USE TO TALK ABOUT ABOUT
YOUR PRODUCT?
How do your customers explain your
product to their colleagues? What do
they search on Google?
51.
52. “Marketing is too important to be left to the marketing
department.”
More April: rocketwatcher.com
- David Packard, Co0founder, Hewlett Packard
53. This is the “why” — what’s the guiding narrative?
Secondary Message Secondary Message Secondary Message Secondary Message Secondary Message
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
55. The best entertainment, straight to your device. We know what you’ll love before you do.
Great Content Straight to Your Device Recommendations Convenience Low Cost
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
56. The best entertainment, straight to your device. We know what you’ll love before you do.
Great Content Straight to Your Device Recommendations Convenience Low Cost
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Proof Points:
• Point #1
• Point #2
Proof Points:
• Point #1
• Point #2
Proof Points:
• Point #1
• Point #2
Proof Points:
• Point #1
• Point #2
Proof Points:
• Point #1
• Point #2
57. The best entertainment, straight to your device. We know what you’ll love before you do.
Great Content Straight to Your Device Recommendations Convenience Low Cost
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Proof Points:
• Point #1
• Point #2
Proof Points:
• Point #1
• Point #2
Proof Points:
• Point #1
• Point #2
Proof Points:
• Point #1
• Point #2
Proof Points:
• Point #1
• Point #2
Product Story:
• Point #1
• Point #2
Product Story:
• Point #1
• Point #2
Product Story:
• Point #1
• Point #2
Product Story:
• Point #1
• Point #2
Product Story:
• Point #1
• Point #2
58. The best entertainment, straight to your device. We know what you’ll love before you do.
Great Content Straight to Your Device Recommendations Convenience Low Cost
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Proof Points:
• Point #1
• Point #2
Proof Points:
• Point #1
• Point #2
Proof Points:
• Point #1
• Point #2
Proof Points:
• Point #1
• Point #2
Proof Points:
• Point #1
• Point #2
Product Story:
• Point #1
• Point #2
Product Story:
• Point #1
• Point #2
Product Story:
• Point #1
• Point #2
Product Story:
• Point #1
• Point #2
Product Story:
• Point #1
• Point #2
CONTENT
• Search
• Owned
• Contributed
CONTENT
• Search
• Owned
• Contributed
CONTENT
• Search
• Owned
• Contributed
CONTENT
• Search
• Owned
• Contributed
CONTENT
• Search
• Owned
• Contributed
65. CONTENT MARKETERS NEED TO
THINK LIKE PRODUCT MARKETERS
TO MAKE A BIG IMPACT
Price, customers, competition, brand,
channels, message
66. CONTENT
MARKET FIT
What is the context with
which people understand
your content and is it aligned
with what your market is
looking for (knowingly or
unknowingly)
67. Blog Articles
“Snacky” Content
Long Form
Premium (gated)
ebooks/whitepapers
Webinars
WHAT CONTENT TYPES DO YOU FOCUS ON?
Visual Content
SlideShare, Videos
Infographics
Recently joined Shopify to head up marketing at Plus, a new division focused on high-growth, high-volume merchants
Previous to that I was at Uberflip, content marketing software for B2B marketers, mostly big enterprise
When I joined, we were tiny, no PM fit and we thought it was going to be small business, we were totally wrong and shifted upmarket (mid-market to enterprise)
Common thread among both of these is the emphasis and impact on content marketing to drive results (and by results I mean revenue)
So today, we’re going to approach content a little differently and hopefully you’ll walk away the the framework you need and some tactics to take home (warning, I focus on frameworks and while we’ll get into some tactics I’m not going to spend too much time on the how, but I’ll point you in the right direction) not a good use of time
I think you all know that content marketing landscape has gotten more complex.
Did a little research (search terms? Shopify vs. ecommerce)
Screenshots or articles, mind-blowing articles, the ultimate ultimate guides, listicles etc etc etc. buzzfeed, upworthyHow do you cut through the clutter?
How do you get in front of your audience?
How do you hold their attention?
Content shock
Buzfeedworthy?
Screenshots or articles, mind-blowing articles, the ultimate ultimate guides, listicles etc etc etc. buzzfeed, upworthyHow do you cut through the clutter?
How do you get in front of your audience?
How do you hold their attention?
Content shock
Buzfeedworthy?
Screenshots or articles, mind-blowing articles, the ultimate ultimate guides, listicles etc etc etc. buzzfeed, upworthyHow do you cut through the clutter?
How do you get in front of your audience?
How do you hold their attention?
Content shock
Buzfeedworthy?
Screenshots or articles, mind-blowing articles, the ultimate ultimate guides, listicles etc etc etc. buzzfeed, upworthyHow do you cut through the clutter?
How do you get in front of your audience?
How do you hold their attention?
Content shock
Buzfeedworthy?
Contently reported that digital media consumption has increased by 50% since 2013
You better believe that these kinds of messages have a 100% open rate..
CONTENT, DEMAND, EVENTS, PROUCT
Build a brand, generate leads, persuade buyers, nurture prospects, advocates
CONTENT, DEMAND, EVENTS, PROUCT
CONTENT, DEMAND, EVENTS, PROUCT
This matters less for free things, but matters a lot when you have to take CAC into consideration
positioning misalignment, key messaging, CM fit
Image: scenic route?
Peronsas and positioning, you understand search behaviour but do you understand the person. Need personas to inform positioning which will inform content (big C)
Content Market Fit: Are you creating the right type of content, format, channels for your personas. Go beyond keywords for ideation (from whiteboards onwards, blended approach). Model comes into play here.
Personas - to scale you need to focus, oriented the entire company (SEO, growth, marketing, sales, product around a single persona)
Gets more complex as you move up market
Multiple decision makers and influencers Doesn’t stop with them
Why this matters:
Personas should fuel everything
Need to optimize for people (not just algorithms
Inform content, search, buying process and the experience
Peronsas and positioning, you understand search behaviour but do you understand the person. Need personas to inform positioning which will inform content (big C)
Content Market Fit: Are you creating the right type of content, format, channels for your personas. Go beyond keywords for ideation (from whiteboards onwards, blended approach). Model comes into play here.
They act differently – early adopters self educate,
http://www.coelevate.com/essays/growth-is-never-done
http://tomtunguz.com/importance-and-mystery-demand-generation/
They act differently – early adopters self educate,
http://www.coelevate.com/essays/growth-is-never-done
http://tomtunguz.com/importance-and-mystery-demand-generation/
At some point, you pass the early adopters and growth declines because you’ve capped out and need to move to the next stage
Early majority is different – they aren’t seeking out info and you need to generate demand in a different way (they don’t buy software the way early adopters do)
Channels change, messaging changes, onboarding changes, product evolves etc.
These people need a different marketing/sales approach, they’re not looking to change: education, handholding, relationships, case studies, social proof, analysts
start with demographic info, layer in behavioural info, layer in other relevant dimensions as needed
Peronsas and positioning, you understand search behaviour but do you understand the person. Need personas to inform positioning which will inform content (big C)
Content Market Fit: Are you creating the right type of content, format, channels for your personas. Go beyond keywords for ideation (from whiteboards onwards, blended approach). Model comes into play here.
How? Ask people how they would describe the product to their colleagues / friends