For ProductCamp Boston May 2014. You already have a marketing strategy that includes creating fresh, relevant content to increase awareness and adoption of your product. But there’s an often overlooked tool you can use to invigorate your existing user base and potentially turn them into evangelists. Educational content isn’t exciting. BUT if it’s available when your users need it most, and it’s clear and truly helpful, then you’ll convert them from passive consumers to vocal advocates of your product. The secret is knowing where, when and with which medium (on your website, via email, in-app alerts, blog posts, tweets, etc.) to deliver messages your users actually care about. We’ll discuss how to leverage your existing help docs, develop new educational content and craft a strategy that boosts users adoption and engagement Join @Shareaholic’s Devin Bramhall and Danny Wong and learn their content marketing strategies for engaging Shareaholic’s 300,000+ users. Devin (@devinemily) is the Product Marketing Manager, and is an accomplished storyteller, writer, daydreamer, and startup junkie. Danny (@dannywong1190) is the Marketing Manager, and is a social media addict and haphazard blogger.

1. Boost Adoption & Engagement
with Content
1
@DevinEmily
&
@DannyWong1190

2. Building A Customer-Centered
Company
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3.
Listen. Learn. React.
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4. Turn Customers Into Ambassadors
Credit:
Starbucks
Instagram
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5. Remember…!
It’s not about never making a mistake. It’s
about how you handle the mistakes you will
make.
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6. Blogging With A Purpose!
Credit
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7. 1. How-to’s
2. User-sourced topics
3. Thought leadership
4. Case studies
5. Reports: Newsworthy & Shareable Data
Educational Content Wins!
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8. 1) How-To’s!
• Keep it simple
• Educate on your product & category
• Build and develop users’ skills
lowesfixinsix.tumblr.com
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9. 2) Crowdsourced Topics!
• Find out what your users struggle with
• Source from your knowledge base
• Don’t be afraid to ask
Credit
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10. 3) Developing Thought Leadership!
• Critically analyzing
your industry
• Speaking,
especially about the
boring stuff
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11. 4) Case Studies!
• Easy to reference. Quantifiable results.
hEp://go.shr.lc/1l2PrVS
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12. 5) Reports: Making Data Sexy!
• Shareable Content
• Newsworthy
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13. Lifecycle Emails!
Credit
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14. Educate
Engage
Upsell
Share
Benefits of Lifecycle Emails!
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15. Drop Some Knowledge!
• Provide helpful content when and where
your user needs it
• Speak their language
• Set expectations
• Be available
• Get creative
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16. Abandonment is the least of your
problems…!
• Leave a bad review
• Socialize their discontent
• Recommend competitor
products
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17. What you can do!
• Produce awesome FAQ’s
• Get creative about how you educate
• Screenshots are your friend
• Videos!!
• Share your helpful content
• Be proactive
• Design with the user in mind
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19. 19

20. Survey Says…!
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21. Your Toolkit!
1. Knowledge base
2. Blog
3. In-app messaging
4. Email
5. Surveys
Credit
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22. Let’s be friends!!
Credit
22
@DevinEmily
@DannyWong1190
&