Growth Hacking Your Content
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Affordable & effective content creation ideas for the rest of us. A selection of tactics from the cheaper & more agile end of the content spectrum. Presented by @RobOusbey from @Distilled August 6th 2015 – WebCongress Los Angeles
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Growth Hacking Your Content
- 1. Growth Hacking Your Content Affordable & effective content creation ideas for the rest of us Presented by @RobOusbey from @Distilled August 6th 2015 – WebCongress Los Angeles
- 2. Photo by Derek K. Miller - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/95601478@N00
- 3. Photo by bezael_moi - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/22625377@N04
- 4. Photo by bezael_moi - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/22625377@N04
- 5. Photo by justgrimes - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/44718928@N00
- 7. Photo by Theen ... - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/57768536@N05 Rand Fishkin’s list of 10x content | Inbound.org’s growing list of 10x content
- 8. Photo by Great Beyond - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/26104563@N00
- 9. Photo by lastmodified - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/97963100@N00 SurveyMonkey Panels – AYTM.com – Google Consumer Surveys
- 11. Photo by bluefountainmedia - Creative Commons Attribution License https://www.flickr.com/photos/32110556@N03
- 13. Adam & Eve Infographic
- 14. Photo by Thomas Forsyth - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/28335533@N05
- 15. Marketo’s Calendar – Bruce Clay’s Calendar
- 16. Small Business Guide to Analytics
- 17. Photo by the tartanpodcast - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/44457602@N00 Screencast O Matic – Silverback App
- 18. Find Anyone’s Email Address
- 19. Photo by Official U.S. Navy Imagery - Creative Commons Attribution License https://www.flickr.com/photos/56594044@N06
- 20. Groove HQ Blog
- 21. Photo by shiftstigma - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/26000233@N07
- 22. Product Management – Customer Engagement – Writing Advice
- 23. Photo by fatboyke (Luc) - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/8264376@N03
- 24. Mozcon Takeaways
- 26. Photo by VinothChandar - Creative Commons Attribution License https://www.flickr.com/photos/44345361@N06
- 27. Photo by Jonno Witts - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/16857236@N03
- 28. Photo by 55Laney69 - Creative Commons Attribution License https://www.flickr.com/photos/42875184@N08
- 29. The View From Here
- 30. The View From Here
- 31. Photo by Gulfu - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/35092241@N03
- 32. Photo by kriechstrom - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/55616523@N00 Tagging on Twitter
- 35. Photo by @yakobusan Jakob Montrasio 孟亚柯 - Creative Commons Attribution License https://www.flickr.com/photos/37803129@N00
- 36. Buffer App – SEW Article
- 37. Photo by MaxVT - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/51272891@N00
- 40. Photo by Brandon Christopher Warren - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/92694860@N00
- 42. Photo by HJ Media Studios - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/54719539@N04
- 43. Small Business Guide to Google Analytics
- 44. Small Business Guide to Email Marketing
- 45. Small Business Guide to Social Media
- 46. Equity Zen – Path to IPO
- 47. Photo by Varin Tsai - Creative Commons Attribution License https://www.flickr.com/photos/34331065@N06
- 48. Photo by shawncampbell - Creative Commons Attribution License https://www.flickr.com/photos/59077136@N00 Twitter Cards
- 50. Photo by NS Newsflash - Creative Commons Attribution License https://www.flickr.com/photos/62693815@N03
- 51. The Sweet Science of Virality
- 52. Photo by Earl - What I Saw 2.0 - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/61787893@N00 Made to Stick on Amazon - SUCCESS summary PDF
- 53. Photo by Jason A. Howie - Creative Commons Attribution License https://www.flickr.com/photos/40493340@N00
- 54. Photo by sean dreilinger - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/43927576@N00 Paid Social Media
- 55. Photo by Floyd's Noise - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/55018094@N00
- 56. Photo by Brett Sayer - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/43519501@N08 Facebook Similar Audiences
- 57. Photo by Thos003 - Creative Commons Attribution License https://www.flickr.com/photos/50353506@N05 Mozcon Videos
- 58. Photo by mkandlez - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/25541021@N00
- 59. Vocal Ranges
- 60. Dueling Data – Directors | Tableau Public
- 61. Whooping Cough Infographic | Infogr.am
- 62. Photo by djking - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/60368684@N00
- 63. Redacted. You had to be there.
- 64. See full data visualization at: www.distilled.net/state-v-state
- 65. This was created in around 10 real lines of code, by mashing together lots of APIs. Try it out at: CheckInSimple.appspot.com
- 66. Growth Hacking Your Content Affordable & effective content creation ideas for the rest of us Presented by @RobOusbey from @Distilled August 6th 2015 – WebCongress Los Angeles Photo by akeán2® - Creative Commons Attribution License https://www.flickr.com/photos/25333255@N04
Hinweis der Redaktion
- I was going to present a 30 minute framework for creating a digital marketing strategy at this conference, until I found out I was on at 4pm. I decided to do something more colorful, targeted at the people who don’t have tens/hundreds of thousands of dollars to spend on idea generation / content creation. There’s SO much more to learn about this topic, so I focused my session on specific tactics you can use & examples of each idea being put into action. I also created three pieces of content in the day before the event, to show that this really can be put into action. Feel free to get in touch with me via: Rob.Ousbey@distilled.net You can find us on Twitter: @RobOusbey & @Distilled
- Growth hackers are typically business minded, marketing competent and have have technical abilities. They're in a mindset of quick & dirty tactics for aggressive growth of a business.
- Content Marketing is the other part of this equation: creating content as a channel to grow your business and then marketing that content. I want to share some ideas today that sit in this intersection of content marketing and growth hacking.
- SEO's used to care mostly just about links to their websites. We coined the phrase 'linkbait' because we were always chasing the dragon of more links and greater domain authority. Viral content has had people turn their nose up a bit over the last few years.
- Pretty much every inbound channel is in a better position after a viral success. You end up with: more social followers; greater awareness of your brand (bringing direct & branded search traffic); links & social shares that do create more organic traffic; and more. Rand discussed this in depth here: https://moz.com/blog/linkbait-bump-viral-content-lifts-organic-traffic-whiteboard-friday
- You should start collecting interesting ideas, content & titles in a swipe file. Consider using Trello, Evernote, or just a bookmarks folder Look for content items you can go back to when you want inspiration, or ideas that you can directly rip off. Share your lists internally: have other people looking for cool stuff & contributing. If they collectively browse through it, then hopefully you'll get some people saying "We should do that for our site!" Rand has publicly shared his list of favorite 10x content
- The process of content idea generation, content production, content promotion can be an expensive one. We should talk about things you can do that don’t cost tens of thousands of dollars.
- Collect survey data from: http://aytm.com/ https://www.surveymonkey.com/mp/audience/ http://www.google.com/insights/consumersurveys/home
- The data for this poll came from Survey Money’s audience panel, and costs about $1800. 140 linking sites; 60,000 Facebook; 1 million views
- This data was a simple report straight from Google Analytics, looking at ecommerce data segmented by operating system, mobile device, etc.
- More data straight from the business’ analytics. Just calculate total sales in each state, and turn that into a per-capita number. There are quite a few designers who will create something like this from your data for less than $1000. Links from 37 sites
- Consider the value you could create for your audience by doing the research to curate content or information that is already available online.
- For example: creating a calendar of events in your niche. You could probably create something with little more than an hour or two of furious Googling. Marketo earned 28 linking sites for their 2014 calendar BruceClay updated their post at the end of the year, and will continue to do so. 44 linking domains so far
- This piece wasn’t ‘cheap’ – it was very nicely designed and put together. However, there was no original content created for it; it was simply a curation of the best existing content on the topic.
- http://www.screencast-o-matic.com and http://silverbackapp.com work really well for this. Get one installed and be prepared! The first video I made of Google’s new results page received 300,000 views
- This has had 345k views so far. Once I had this idea, it took: - 20 minutes to make the spreadsheet - 5 minutes to record the video - 30 minutes to write the post copy while the video uploaded to Youtube
- Like having a guest post by the best people in your industry Choose the people that your audience aspire to become You get to ego-bait them and their followers Consider just getting them on Skype and recording the interview with your screen recording tools
- Groove HQ interviews founders of successful SaaS companies. These interviews are nicely edited. Quotes, commentary, images and data are all included. 1000+ shares on every interview
- Publishing an eBook can be a big undertaking, though not nearly as big as a real book. If there's something you (or your CEO/thought leader) is really knowledgeable about, consider just writing out the bullet points, and get a pro writer to do all the fiddly writing. You can market the book just like you’d promote other useful content, and a book is an easier way to open the door with people compared to commercial content.
- Intercom gives these books away in exchange for your email details: they are really well targeted to the type of customer they're trying to attract. https://www.intercom.io/books/product-management https://www.intercom.io/books/customer-engagement They also sell it on Amazon as well to establish worth! http://www.amazon.com/Intercom-Product-Management-Des-Traynor-ebook/dp/B00TGWKZRQ Their advice about writing the books: https://blog.intercom.io/write-books-worth-reading/
- We're going to take advantage of the high Domain Authority of third party sites to rank for our terms
- I found this Trello board earlier in the year. It ranked on the first page of results for ‘Mozcon’
- This is a ridiculously ugly presentation on Slideshare, published by an IT support website. http://www.slideshare.net/VirginiaBob/fix-chrome-error-err-connection-timedout When he published this deck last year, that phrase got 4000 searches a month, and he ranked #2 It now gets 60,000 and still ranks #2. I’d estimate he'll get another 100k-200k views on that deck over the next year; it could easily be the biggest driver of traffic to his site.
- NB: I used Haiku Deck to create this presentation! https://www.haikudeck.com
- Consider hiring former journalists as freelance writers. That industry hasn't been good to them in the recent years. Newspapers were laying people off, and the web wasn't interesting in good quality longform content. You can find them for your writing - and former journos come with an understanding of what gets the attention of editors
- This content was created by sourcing photos from people on Fiverr & Upwork Even if you have to throw half the photos away, it can still average $10 for each photo set; great value. https://www.somfysystems.com/the-view-from-here
- This content was created by sourcing photos from people on Fiverr & Upwork Even if you have to throw half the photos away, it can still average $10 for each photo set; great value. https://www.somfysystems.com/the-view-from-here
- I promised a tactic that had maintained a 70% hit rate with influencers....
- 7 of the 10 speakers I tagged in this photo retweeted it
- 6 of the 10 speakers I tagged in this photo retweeted it; one did it from two different accounts.
- Distilled were really pushing ahead with this in the mid-2000s; we definitely do a LOT less now. Everyone from Google to SEO experts will try to tell you it's dead; but you can still build empires off this tactic. It can still: expose your brand to more people, send valuable referral traffic & create links that will increase domain authority. If you can find complementary businesses, you can get access to a valuable new audience.
- Buffer wrote 150 guest posts in their first year, and they credit it as the tactic that got them the first 100,000 customers.
- After we've done a conference session, we might record it as a video or webcast, and then write it up as a blog post as well.
- Abacaba created the data viz as a video, and repurposed it as year-specific static images.
- InspiringInterns got to #1 for 'interns' ChewieSays got quality links that drove both referral traffic and ranking improvements. An important part of this strategy was reaching out to other sites and offering to write a unique introduction for the infographic http://backlinko.com/seo-strategy
- This was only just published, so I've not even had time to do anything with it yet. I definitely want these on my wall! http://www.howacarworks.com/blog/iconic-patent-posters
- To bring down the cost of idea generation, when you have a hit, just repeat it.
- This was the piece I showed earlier, that was very popular.
- We were able to repeat the concept for many different topics. The brand became well known for these guides; it drove real conversions as well as great ‘brand’ metrics. (People would explicitly look for their content and go out of their way to recommend it.)
- We were able to repeat the concept for many different topics. The brand became well known for these guides; it drove real conversions as well as great ‘brand’ metrics. (People would explicitly look for their content and go out of their way to recommend it.)
- By reusing the design elements and front-end template, EquityZen can create each of these visualizations much more easily. When they know an IPO is approaching, they can get all the data ready to launch this with a day of the event.
- Some skills you may or may not already have, but gaining depth in all of these things will make you a more capable digital professional over the next few years.
- There's no excuses for not having twitter and opengraph tags on your content now Lots of validators here, for Twitter, Pinterest, Facebook: http://unbounce.com/content-marketing/9-content-marketing-growth-hacks-drive-traffic-conversions/
- Key insights: - write a lot of headlines - test them! (For 10x returns!) http://www.slideshare.net/Upworthy/the-sweet-science-of-virality
- Fantastic book
- New social networks are getting into this now. Not just Twitter/FB/LinkedIn/StumbleUpon. Now: Pinterest, Instagram, Snapchat
- Larry's basic insight is: - the higher a tweet's engagement, the lower the price will be - so put a load of stuff out there and only pay to promote the very best stuff This way, instead of paying $1-2 per click, Larry is only paying cents for each visit.
- Paddy talked about this in his 2014 Mozcon presentation
- 100,000 FB likes 400 linking domains
- This was created using the fantastic Tableau Public: https://public.tableau.com/s/
- Created using Infogr.am: https://infogr.am
- I used Google Consumer Surveys to pose this question to 200 people in California (for $20) and then ran the same survey in three other states. I imported the data into Infogr.am to create the design, and then embedded the interactive version on Distilled’s site. You can play with it here: http://www.distilled.net/state-v-state
- Feel free to get in touch with me via: Rob.Ousbey@distilled.net You can find us on Twitter: @RobOusbey & @Distilled