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In this Heavybit Speaker Series talk, Tyler Jewell presents a framework for developer companies to test their content marketing strategy and determine ROI on content efforts. Tyler is Founder and CEO at Codenvy and a Partner at Toba Capital. He has leadership experience in both small and large companies, as well as specialized domain experience in middleware, developers, and systems management. Previously he was VP of Product Management & Strategy at Oracle Public Cloud, and VP of Product Management & Investment Manager at Dell. Video available here: http://www.heavybit.com/library/developer-marketing/video/2014-10-07-tyler-jewell
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The Science of Content Marketing
@TylerJewell
About Me
125,000 USERSOver 55 countries25 of the Fortune 100Largest day: 4000 concurrent developersMost users acquired through word of mouthWe rarely tweet or post socially
CAREERPartner @ Toba CapitalBOD: Sauce Labs, WSO2, Exo Platform, ShiftInvest: JRebel, Cloudant, AppHarbor, InfoQCOO: TMC, publishers of TheServerSide.comBEA: Chief Evangelist
COMPANYCodenvy Founder: 2012HQ: San Francisco, CA50 Employees, based in 3 countries
CONTENT15 Courses, 7000 hours of ILT for JavaAuthor: 3 Books (Oreilly, Wrox) on JavaBEA Blog: 200K monthly visitors
What is:
CONTENT?Valuable and Relevant Information for an Audience
Valuable Relevant
CurrentTopicalRelated
Audience
PurchaserInfluencerUserInvestorCompetitor
InformativeReusableQuotableEducational
Content Types% of Usage by Business
C o n t e n t M a r k e t i n g I n s t i t u t e , 2 0 1 3
Functions that Produce
Content
Content Marketing
Communications / AR / PR
LOGO Product MarketingPurpose: Resources for Sales, Prospects and Customers.
Justification: Cost of doing business.
What: Demos, White Papers, Data Sheet, Overview Presentation, ROI Calculator, Infographic, Case Studies
Purpose: Branding; Defining the Market; Setting Competitive Battle Lines.
Justification: Increase Addressable Market.
What: PR, Product Releases, Partner Marketing, Vision, Boilerplate, Investor & Customer Annual Update
Purpose: Attract, acquire and retain a targeted audience.
Justification: Increase leads, lower the CAC, and reduce churn rate.
What: Blogs, articles, videos, webinars, podcasting, Q&A sites, ebooks, forums, infographics, surveys, email
What is:
CONTENT MARKETING?A marketing discipline for creating & distributing content to attract, acquire, and retain a targeted audience with the objective of driving profitable customer action.
Lowers the CAC (Awareness)
Increases LTV(Training)Increases initial deal sizeReduces churn rate
Increases # of leadsImprove conversion rates
Why Companies Use Content Marketing
Max Consumption of
CONTENT
1 Piece of Content Going ViralEmotional
Brilliant, Funny, EntertainingTimed to a Current TrendInjected into a Dialogue
Library of Layered ContentSystematicPredictable
New Content Increases Value of Old
There is a quality vs. quantity trade off.
Content Frequency
But most professionals say 1-3x / week of relevant content is better.http://www.iwantclarity.com/over-blogging/
Thematic Relevance
Con ten t 1 Con ten t 2
CROSS-LINK VALUE
Content that is thematically related increases value of all content.
Cycle of Production
METHODOLODY
Content Content
Recurring processes around content increase its value.
Content Effectiveness
Concentrate on the types of high impact content that comes easy to you.
Content Cycle
Editorial Committee
E d i t o r Author Graphics + Web
1Content Authoring2
5
Graphics3ImagesTables / DataIconography
Track & Optimize6
Most effort goes to the content cycle process, not the authoring.
Net: Content reuse of a single asset is the lowest hanging fruit for lead gen.
Asset Creation4WebVideoPDF
Editorial Reviews3Outside ExpertsGrammar CheckTechnical Verify
PromotionContent DistributionLink BuildingSEO
Distribute Through Channels
Distribute through different channels at different times for highest impact.
Develop a Channel Plan
The Path toContent
Marketing
Set ObjectivesClearly define measurable goals of what your company wants to accomplish with content marketing.
1
Define the AudienceWhat is your audience interested in? What do they READ, WATCH, ATTEND and LISTEN to?
2
Create a Content PlanAssess and leverage existing materials. Review competitors to see what they are saying. Determine manpower. Create a CONTENT CALENDAR.
Define Tactics & Create ContentChoose your content types, distribution channels, and promotion strategy.
Test & AnalyzeAlways TRACK & REVIEW ANALYTICS to measure your response, then refine your content based on findings.
3
4
5
Some Great Content
Stories
Cloudant
Rebel Labs, a Division of ZeroTurnaround
C4Media, Publishers of InfoQ, QConPurpose: Facilitate the spread of knowledge and innovation in professional software development
Audience: Senior technology leaders and practitioners, architects, and agile coaches
Content Types: Articles, Editorialized News, Videos, Presentations, eBooks, Research
Model: Started with $150K, all editorial is contracted, contractors gain a share of revenues, now with 1M monthly uniques
Purpose: Drive awareness of ZT and create inbound activity for lead and opportunity generation
Audience: JVM developers, senior architects, team leads, and project managers
Content Types: Weekly Blogs, Bi-monthly Reports (free HTML + gated PDFs) and Annual Surveys (HTML + gated PDFs)
Model: 80% of traffic organic, search or direct! Started in 2013, now 55% of company traffic. 10K+ subscribers.
