A presentation I did at the Agile Marketing Meetup in SF. It's about the lessons I've learned in the past 10 years of doing content marketing.

1. Content Marketing Lessons From 10 Years
and 41,525,103 Website Visits
Hiten Shah
hnshah@gmail.com

2. View this presentation online:
http://kiss.ly/conmarket

3. DoingBusinessontheWeb
12 Years
Finding and Solving Marketing Problems

4. HTTP://KISS.LY/MKTFUN

5. HTTP://KISS.LY/MKTFUN

6. Our B2B Businesses Have Had
41,525,103
Visits Since 2003 Because of Content Marketing

7. Content Marketing

8. ContentMarketing
LESSON 1
Content = Marketing

9. You already create lots of content

10. The art of marketing is to
create better content.
The science helps you
measure its performance.

11. January 2015
1,876companies
January 2014
947companies

12. Find pages with high traffic and high bounce rate
HTTP://GOOGLE.COM/ANALYTICS

13. Find pages with high traffic and low conversion rate
HTTP://UNBOUNCE.COM

14. Find sources with high traffic and low conversion rate
HTTP://HUBSPOT.COM

15. Increase Conversions
By A/B Testing
Do a Happy Dance
But Watch it Closely
Get More Traffic
So You Can Start A/B Testing
Get More Traffic
So You Can Do a Happy Dance
High Traffic
Low Traffic
High ConversionsLow Conversions
How To Figure Out What To Improve

16. LESSON 2
People ignore ads but
they love great content.
They’ll even search for it!

17. Only 32% of marketers
say they are effectively
executing enough
content.
HTTP://KISS.LY/CONTENTSTATS

18. SIMPLE RULE OF CONTENT
Easy to understand. Difficult to execute.
Quality + Quantity = EYEBALLS

19. 30+ marketing guides

20. 70+ webinars

21. LESSON 3
CONTENT MARKETING CAN BE
REVERSE ENGINEERED
And imitated too!

22. SIMPLE RULE OF MARKETING
Figure out what’s working.
Do more of it.

23. Figure out what’s working.
for others
Imitate it.
but don’t rip it

25. HTTP://QUICKSPROUT.COM

29. LESSON 4
HEADLINES ARE
EVERYTHING!
They get people to click.

30. HTTP://KISS.LY/TAM
To impress your offer on the mind of the reader or
listener, it is necessary to put it into brief, simple
language…No farfetched or obscure statement will
stop them. You have got to hit them where they live
in the heart or in the head. You have got to catch
their eyes or ears with something simple,
something direct, something they want.
John Caples

31. 8 out of 10 people will
read your headline, but
only 2 out of 10 people
will read the rest of
your post.
HTTP://KISS.LY/HEADLINEFORMULA

32. ✓ Negative words and numbers cause more clicks
✓ Keep under 65 characters to ensure search visibility
✓ Use specific headlines that match your content
✓ Odd numbers perform be er than even ones
✓ Aim to have six words in your headlines
✓ Avoid words that have multiple meanings
✓ Include power verbs and interesting adjectives
Tip For Be er Blog Headlines

33. FIVE SHOCKING FACTS
THAT WILL CHANGE YOUR
ENTIRE APPROACH TO
SOCIAL MEDIA

34. ✓ Negative words and numbers cause more clicks
✓ Keep under 65 characters to ensure search visibility
✓ Use specific headlines that match your content
✓ Odd numbers perform be er than even ones
✓ Aim to have six words in your headlines
✓ Avoid words that have multiple meanings
✓ Include power verbs and interesting adjectives
Five Shocking Facts That Will Change Your Entire
Approach to Social Media
5/7

36. LESSON 5
Organic Search is the TOP traffic
source for content marketing

37. Content Marketing

38. SEO vs Content Marketing

39. Where traffic came from for five popular blogs in 2014
1%5%
10%
4%
21% 58%
0%6%
7%
29%
18%
39%
0%3%5%
5%
11%
77%
Organic Search Direct Social Referral Other Email
14%
2%
9%
8%
21%
47%
3%2%
8%
9%
15%
64%
A B C D E

40. A couple of outliers
1%5%
10%
4%
21% 58%
0%6%
7%
29%
18%
39%
0%3%5%
5%
11%
77%
Organic Search Direct Social Referral Other Email
14%
2%
9%
8%
21%
47%
3%2%
8%
9%
15%
64%
A B C D E

41. 60+ infographics

43. HTTP://BLOG.KISSMETRICS.COM/COLOR-PSYCHOLOGY/

44. HTTP://OPENSITEEXPLORER.ORG

45. HTTP://OPENSITEEXPLORER.ORG

46. HTTP://BLOG.KISSMETRICS.COM/COLOR-PSYCHOLOGY/

47. LESSON 6
CONTENT HELPS YOU
TELL YOUR STORY

48. When things are bad :(

49. When you want to share customer successes

50. When you’ve got a new feature =)

51. And so much more…

52. LESSON 7
CONTENT CREATES CONVERSION
OPPORTUNITIES
Which leads to sustainable growth!

53. For KISSmetrics, content
directly leads to…
Newsle er Subscribers
Webinar A endees
Website Visitors
Trial Signups
Downloads
Backlinks
A ention

54. 30+ marketing guides

56. 70+ webinars

58. 1,145% Increase in Trial Signups

59. KISSmetrics.com Visits and Signups

62. 33% Increase in Signups from the blog!

63. Hiten Shah
hnshah@gmail.com
@hnshah
How can I help you?