David Doss was kind enough to share his notes from Content Marketing Lessons From 10yrs and 41m+ Website Visits by Hiten Shah.
Co-founder
- KISS metrics
- Crazy Eggs
- Hello Bar
All marketing is content
- marketing = creating better content
- measuring marketing = measuring how good the content is
Find pages with high traffic and high bounce rate
- opportunity to:
- test
- improve and grow
Examples of useful tools:
- Unbounce
- Moz open site explorer
- check backlinks for content
- SCO
- Linkbuilding
- Buzzsumo
- Quicksprout
- kissmetrics
- Google Analytics
Facts:
- banner blindness
- only 32% of marketers say they are effectively executing enough content
- odd numbers of words work better than even numbers of words for headlines
- More shares
- More read-through
- SEO – search engine optimization is still highly important
- Organic search is driving most traffic for most sites
Rules:
- quality + quantity = eyeballs
- figure out what’s working; do more of it
- figure out what’s working for others; imitate it but don’t rip it
What works for Kiss Metrics:
- 30+ marketing guides
- 70+ webinars
- 1 a week
- 60+ infographics
- good content
- timeless content
- timely content
Other content ideas:
- quiz
- video tutorial
Content marketing can be reverse engineered, for example search factors (in decreasing order of importance):
- organic
- direct
- social
- referral
- other
- refer to friend is usually not important (to them)
Content helps you tell your story
- if you already have a blog, you can
- share customer successes
- fight your own battle better (deal with PR crises, etc.)
- Posts for conversion
- trust-content
- updates, advice
- will have lower traffic though
- Posts for traffics
- social media
- but this generally has bad conversion rate
- Content @ kiss directly leads to:
- newsletter subscribers
- webinar attendees
- website visitors
- trial signups
- downloads
- backlinks
- attention
- Kiss Metrics traffic drivers:
- Matching things with Google Analytics phrasing
- Log In with Google
- Match everything with Google Analytics color scheme / design
- Enter in your website URL
- Link to a 3-minute overview
Key takeaways:
- Blog is 80-90% driven by guest posts
- Use the right tools
- Find what works, and do more of it
- If the content and quality is valuable, and matches up with what the majority of your customers, then you have achieved your goal
- Vary the content type
- Practice, practice, practice!
- Get some interns, but only once you know how to do it yourself!
- Ghost writing: a blog post is about a 20-minute call
- Repurpose existing content onto twitter
- At KISS metrics, the blog is so popular that many people don’t even know what the product is.
- If you don’t have any audience, go get an audience!!!
Q&A
Most Useful?
- Blog
- Webinar
- Lists
What sites would you invest in?
- Facebook (knows how to grow user base)
- Twitter (better platform, but doesn’t know how to grow its user base as much)
Filmed February 05, 2015 at Zendesk