content marketing for startups
TRANSCRIPT
MARKETING4 STARTUPS
CONTENTwith Susan Su
Content Marketing + Startup Metrics
Acquisition
Activation
Retention
Revenue
Referral
CONTENT MARKETING 4 STARTUPS
more traffic, higher SERP rankings
more signups become active users
higher engagement and LTV
higher conversion rate and AOV
tell ur friends -- more new users!
GOOD JOB: VEROCONTENT MARKETING AT WORK
Vero’s blog and other content marketing working hard:
● Acquisition thru content discovery● Consistent ● Multi-channel distribution (blog, email, Twitter, FB, GrowthHackers)● Product- and audience-relevant (email marketing software)● Pulls in influencers● Must-click headlines
GOOD JOB: VEROCONTENT MARKETING AT WORK
GOOD JOB: RAMIT SETHICONTENT MARKETING AT WORK
Ramit is a content marketing godfather. A few points:
● Irresistible subject lines● Cross-promote own content ● User research-backed “content clairvoyance”● Pulls in influencers● Multi-channel distribution and engagement (blog, Twitter, FB, YouTube,
email, influencer networks)
GOOD JOB: RAMIT SETHICONTENT MARKETING AT WORK
FREE TRAFFIC?
WHAT IS CONTENT MARKETING?
There’s no such thing as free traffic.
You pay with $ or with time.
Content marketing takes time to CREATE and time to DISTRIBUTE.
In some cases, it also take $ to distribute.
WHAT IS CONTENT MARKETING?
Just a few of the biggies:
● Company blog● Your own blog● Affiliates’ blogs● Medium ● Quora● YouTube● Facebook● EMAIL (more on this later)
CONTENT CHANNELS
In some cases, the content channel IS the distro channel (YouTube, Fb, Email, Quora…).
But you can always distro more!
● Twitter● LinkedIn● Facebook● Google+● Email list● Newsletters / aggregators
DISTRIBUTION CHANNELS
1. DO WHAT CONVERTS.*
*FOR YOU
GOLDEN RULESOF CONTENT MARKETING
2. Target / Track / Organize the METRICS THAT MATTER.*
*FOR YOU
Likes? Comments? Shares? Retweets? Traffic? Influencer reach? Email opens? Email subscribes?
These are often correlated but not always.
GOLDEN RULESOF CONTENT MARKETING
3. Get MILEAGE.CONTENT 7-IN-1
1. Blog post2. Slideshare3. Video4. Podcast or audio5. Infographic6. Social ‘Card’7. Content Snippets
GOLDEN RULESOF CONTENT MARKETING
4. LISTEN don’t “Talk At”
Content marketing isn’t a billboard, it’s 1-to-many sales conversation...The best sales is based on listening, the best CM is based on RESEARCH:
● Keyword research ● Topic research● Language research
“Talking At” is boring. Listening + responding to what u hear is engaging.
*FOR YOU
Likes? Comments? Shares? Retweets? Traffic? Influencer reach? Email opens? Email subscribes?
These are often correlated but not always.
GOLDEN RULESOF CONTENT MARKETING
LOTS MORE!
From hacks to high level strategies
@susanfsu
Or come to my office hours!