STEP-BY-STEP CONTENT MARKETING

Hiten ShahApril 2012 - BlueGlass LA

@hnshah #BlueGlassLA

DOING BUSINESS ON THE WEB FOR

9 YEARS

AND PLENTY OF FAILURES ALONG THE WAY

Start engaging your people

The lifeblood of your business is people. They interact with you and even pay you… they are your users... your customers. Start getting to know them as fast as possible.

- Who are your customers?

- Where do they hang out?

- How should you engage?

“There is no black magic to successfully attracting

customers via the web.”

Rand Fishkin

WHO ARE YOUR

Customers?

WHERE DO THEY

Hang out?

HOW SHOULD YOU

Engage?

What is User Experience?

Who are your customers?

ONLINE MARKETERS WITH

Websites

Where do they hang out?

#measureON TWITTER

How should you engage?

How should you engage?

88,000FOLLOWERS

$0BUDGET

10,000TWEETS

Publish awesome content

Content is king. Great content gets people excited, it educates them, it helps them be successful and even makes them want more!

- Start a blog

- Create content

- Be consistently awesome

“No matter what, the very first piece of social media real

estate I'd start with is a blog.”

Chris Brogan

Start a blog

SELF-HOSTED

Start a blog

DRIP EMAIL MARKETING

Create content

Create content that teaches

Be consistently awesome

What is User Experience?

Start a blog

$7.35COST PER SIGN UP

Create content

300POSTS

10,000COMMENTS

50INFOGRAPHICS

WE’VE DESIGNED & MARKETED

OVER 50 INFOGRAPHICS

15KTweets

5KLikes

1Radio Show

CASE STUDY

HOW DO COLORS AFFECT PURCHASES?

4000Tweets

500Likes

300LinkedIn Shares

CASE STUDY

BOUNCE RATE DEMYSTIFIED

3900Tweets

707Likes

366LinkedIn Shares

CASE STUDY

WHAT MAKES SOMEONE LEAVE A WEBSITE?

Be consistently awesome

Measure and optimize your content

Focus on actionable metrics for your content. It’s easy to drown in a sea of vanity metrics. Hone in on the metrics that matter based on your own specific business goals.

- Design for conversions

- Qualitative measurement

- Quantitative measurement

- Optimize & improve results

“Be metrics driven and test a lot."

Mark Suster

Design for conversions

Design for conversions

Design for conversions

Design for conversions

Design for conversions

Design for conversions

What is User Experience?Design for conversions

VANITY METRICS

What is User Experience?Design for conversions

VANITY METRICS WILL

Kill Your ROI

What is User Experience?Qualitative measurement

Qualitative measurement

WHAT DO YOUR READERS WANT TO READ?

Qualitative measurement

DID READERS GET VALUE FROM YOUR CONTENT?

Qualitative measurement

HOW CAN YOU IMPROVE YOUR CONTENT?

Qualitative measurement

WHO ARE YOUR READERS?

Qualitative measurement

HOW CAN YOU DELIGHT YOUR READERS?

Quantitative measurement

Quantitative measurement

EMAIL SIGN UP CONVERSION RATE

Quantitative measurement

SHARING CONVERSION RATE

Quantitative measurement

WHICH BLOG POSTS CAUSE REPEAT READERS?

Optimize and improve results

TESTING BUTTON COLORS IS

Lazy

Optimize and improve results

“What works for us may not work for you. Please do your own testing.Your conversion rates may suffer if you copy us.”

Optimize and improve results

Optimize and improve results

TEST YOUR CALL TO ACTIONS

Optimize and improve results

LEARN WHICH VARIATION LEADS TO MORE REPEAT READERS

Optimize and improve results

ReviewOpportunities

IdentifyOpportunities

Start GoldenMotion

Build

MeasureLearn

Share Learnings

from GoldenMotion

Use Feedbackto Improve

Process/Team

Vote Whereto Focus

Split intoTeams

GOLDEN MOTION PROCESS

ONE FOCUSEveryone has a Voice - Lean - Small Collaborative Teams

Data Informed - Continuous Improvement

THE LEAN STARTUP

ROI!

$7.35COST PER SIGN UP

THANK YOU!Hiten Shahhitenism.com

hnshah@gmail.com