MARKETING4 STARTUPS

CONTENTwith 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: VEROCONTENT 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: VEROCONTENT MARKETING AT WORK

GOOD JOB: RAMIT SETHICONTENT 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 SETHICONTENT 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 RULESOF 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 RULESOF CONTENT MARKETING

3. Get MILEAGE.CONTENT 7-IN-1

1. Blog post2. Slideshare3. Video4. Podcast or audio5. Infographic6. Social ‘Card’7. Content Snippets

GOLDEN RULESOF 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.

*FOR YOU

Likes? Comments? Shares? Retweets? Traffic? Influencer reach? Email opens? Email subscribes?

These are often correlated but not always.

GOLDEN RULESOF CONTENT MARKETING

LOTS MORE!

From hacks to high level strategies

@susanfsu

susan@500.co

Or come to my office hours!