Content marketing 4 startups, the 500 Startups way. Looking at content marketing from the AARRR startup metrics framework.
How we do content marketing on the 500 Startups Distribution team, including content types, content creation, and content distribution.
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!
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
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
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!