* 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/

1. How to own your Market
through Content Marketing
Allan Berger
Design & UX, Co-Founder & CCO

2. Allan Berger
allanberger
allanberger.com
allan@blossom.io
Lean Product Management
@allanberger

3. Content Marketing Case Studies
From 0 to 100k Paying Customers in 9 months
Infographics, Articles
Lean Product Management
@allanberger

4. Content Marketing Case Studies
1 Mio. Unique Visitors in 10 Months
Infographics, Articles
Lean Product Management
@allanberger

5. Content Marketing Case Studies
Became Market Leader in 3 Years
Slideshows, Tips, Videos, Infographics
Lean Product Management
@allanberger

6. Content Marketing Case Studies
Lean Product Management
@allanberger

7. Content Marketing Case Studies
91%
B2B businesses use content marketing
2013 B2B Content Marketing Benchmarks - North America: CMI/Marketing Profs
Lean Product Management
@allanberger

8. What is Marketing?
“
Marketing is the process of
communicating the value of a product
or service to customers, for the purpose
of influencing buyer behavior.
”
Wikipedia
Lean Product Management
@allanberger

9. A few types of Product Marketing
SEO/SEM
Display Ads
Affiliate Marketing
Social Media Marketing
Video Marketing
Content Marketing
Lean Product Management
@allanberger

10. What is Content Marketing?
“
A marketing technique of creating and
distributing relevant and valuable
content to attract, acquire, and engage
a clearly defined and understood
target audience.
”
Content Marketing Institute
Lean Product Management
@allanberger

11. What is Content Marketing?
Email
Case Studies
Lean Product Management
@allanberger
Webinars

12. What is Content Marketing?
Ongoing Process
Lean Product Management
@allanberger

13. What is Content Marketing?
The art of delivering content without selling
Lean Product Management
@allanberger

14. What is Content Marketing?
No Spam, Non-Interrupting
Relevant, Valuable
Lean Product Management
@allanberger

15. How can I do good CM?
Understand your market
Know Meta Information about your Target Audience
Lean Product Management
@allanberger

16. Structure - Define your Goals
Culture, Values
Conversion
Philosophy
Customer Service
Brand/Product awareness
Retention
Thought Leadership
Upsell
Lean Product Management
@allanberger

17. How can I do good CM?
Create Inspiring and Motivating Content
Stop … read … learn … think & behave differently
Lean Product Management
@allanberger

18. Superpower your Customers
Source: useronboard.com
Lean Product Management
@allanberger

19. Superpower your Customers
Buffer Example:
How to get better on FB, Twitter and LinkedIn
Habits of successful people
Lean Product Management
@allanberger

20. Write for Influencers
“Hey, their Product actually looks cool too”
Lean Product Management
@allanberger

21. Write Evergreen Content
Timeless, Canonical
i.e.: “6 reasons every small business
should be blogging”
Lean Product Management
@allanberger

22. Reuse Content
Inside of Product
Create Content Page
Cross-link Content
Share Existing Content
Lean Product Management
@allanberger

23. Find out what works best
Product Website / Blog
Videos
Emails
Slidedecks
Social Media Platforms
Quora Answers
Ebooks
Webinars
Infographics
Case Studies
Lean Product Management
@allanberger

24. Return of Investment?
Lean Product Management
@allanberger
$

25. Idea behind
New Acquisitions
“People don't buy what you do;
they buy why you do it.” — Simon Sinek
Lean Product Management
@allanberger

26. Idea behind
Build Longterm Relationships with the Customer
Lean Product Management
@allanberger

27. Idea behind
Later opportunities with ongoing content
Lean Product Management
@allanberger

28. Idea behind
Validate your ideas
i.e. via Tweet or Post
Lean Product Management
@allanberger

29. Measure & Track
Lean Product Management
@allanberger

30. Metrics for Pirates - AARRR
Acquisition
Activation
Retention
Customer Lifecycle
by Dave McClure, 500 Startups
Referral
Revenue
Lean Product Management
@allanberger

31. Get inspired
Lean Product Management
@allanberger

32. 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

33. Thank you
allanberger
allanberger.com
allan@blossom.io
Lean Product Management
@allanberger