scaling content from 0 to 1m visitors in 5 phases...scaling content from 0 to 1m visitors in 5...
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Scaling content from 0 to 1m visitors in 5 phases
Ty Magnin
Director of Product Marketing Content, UiPath
Content matters
@TyMagnin
● It’s a huge part of your brand footprint● As content grows, so will your bottom line● It can build TAM
About me
● Director of Product Marketing Content+ at UiPath○ Scaling a global content organization
● Former Head of Marketing at Appcues○ First 1k customers from organic content
● Lives in San Diego, CA● Had his son at the age of 17
@TyMagnin@TyMagnin
0-1k
● Dominate one thing● Start distro on day 1
○ Lead forms○ Email each post out to your list○ Ask them to share it○ Mention influencers and meet them
● Focus for one person part-time
@TyMagnin@TyMagninThe Appcues User Onboarding Academy
1-10k
● Hustle your content around○ 50% writing; 50% distributing○ Direct email○ Quora, LinkedIn, twitter
● Stay MoFu/BoFu focused○ Follow your curiosity
● 1 post/week; 1 person○ Don’t hire writers; hire marketers
@TyMagnin@TyMagninA sample Quora response
10-50k
● Create content archetypes● Systematize distro● SEO ground-work
○ Right CMS○ Keywords ○ Backlinks
● Broaden out topics● 2 posts/week; 2 people
○ Freelancers/agencies can be good
@TyMagnin@TyMagninContent Distribution checklist
50-100k
● Content may come from multiple places○ Additional blogs○ Republishing○ Contributed content
● ToFu becomes important● 3-5 posts/week; 3 people
○ Co-marketer○ Writer○ Strategist
@TyMagnin@TyMagnin
100k-1m
● Swing for the fences○ High-volume keywords○ Virality
● Content diversification and segmentation
● 5-10 people○ Long-form vs short-form team ○ Editors○ Strategists
@TyMagnin@TyMagnin
Thank you
@TyMagnin@TyMagnin
● Stay in touch on Twitter: @TyMagnin● Sign up for my newsletter: tymagnin.com