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MARKETING
4 STARTUPS
CONTENT
with 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: VERO
CONTENT 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: VERO
CONTENT MARKETING AT WORK
GOOD JOB: RAMIT SETHI
CONTENT 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 SETHI
CONTENT 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 RULES
OF 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 RULES
OF CONTENT MARKETING
3. Get MILEAGE.
CONTENT 7-IN-1
1. Blog post
2. Slideshare
3. Video
4. Podcast or audio
5. Infographic
6. Social ‘Card’
7. Content Snippets
GOLDEN RULES
OF 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.
GOLDEN RULES
OF CONTENT MARKETING
LOTS MORE!
From hacks to high level strategies
@susanfsu
susan@500.co
Or come to my office hours!

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Content Marketing for Startups

  • 2. 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!
  • 3. GOOD JOB: VERO CONTENT MARKETING AT WORK
  • 4. 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: VERO CONTENT MARKETING AT WORK
  • 5. GOOD JOB: RAMIT SETHI CONTENT MARKETING AT WORK
  • 6. 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 SETHI CONTENT MARKETING AT WORK
  • 7. FREE TRAFFIC? WHAT IS CONTENT MARKETING?
  • 8. 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?
  • 9. Just a few of the biggies: ● Company blog ● Your own blog ● Affiliates’ blogs ● Medium ● Quora ● YouTube ● Facebook ● EMAIL (more on this later) CONTENT CHANNELS
  • 10. 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
  • 11. 1. DO WHAT CONVERTS.* *FOR YOU GOLDEN RULES OF CONTENT MARKETING
  • 12. 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 RULES OF CONTENT MARKETING
  • 13. 3. Get MILEAGE. CONTENT 7-IN-1 1. Blog post 2. Slideshare 3. Video 4. Podcast or audio 5. Infographic 6. Social ‘Card’ 7. Content Snippets GOLDEN RULES OF CONTENT MARKETING
  • 14. 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. GOLDEN RULES OF CONTENT MARKETING
  • 15. LOTS MORE! From hacks to high level strategies @susanfsu susan@500.co Or come to my office hours!