Engaging Content is the first way to get customers interested in your product or service. Great Content is also more like to convert your leads than paid advertising. So what do you need to do to start building an awesome content strategy? We broke it down. Also check out our Webinar on 6 Steps to Producing Engaging Content: https://www.youtube.com/watch?v=m3P9JWQaOcY&t=389s

1. 6 Steps to Producing Engaging
Content

2. 70% of people prefer getting to
know a company through content
rather than ads

3. 60% of consumers feel
better about a company
after reading original
content on its site.

4. Content
Marketing
Paid Search
Marketing
Content marketing yields 3 times more leads per dollar than paid search
marketing.

5. 20%
Consumers Engage with only 20% of B2C Content

6. So let’s talk about ways to produce content that consumers will engage with.

7. Step 1: Craft a mission statement

9. Step 2: Gather data about your customer
Where | What

10. Beauty enthusiasts have been uploading tutorials on YouTube for years. Birchbox took advantage of this trend by creating
its own tutorials, using employees rather than models to keep the vibe relatable. This also gives them an opportunity to get
really qualitative data in real-time. Explore other channels like Reddit,

11. On the quantitative side, it’s important to know which topics resonate with your customer, at scale.
Semantic analysis is one way of doing that. It’s a process where contextual clues surrounding words and
phrases are used to understand content.
It also unearths patterns between readers and content, patterns you might not have seen on your own.
You can use those patterns to see what’s working and write about the topics your audience finds
valuable.

12. Step 3: Give people personal experiences

13. There is One Rule to Behavioral Personalization:
Stop Guessing.
Listen, Observe & Interpret your user’s Latent Needs.

14. Step 4: Heed each person’s lifecycle stage

15. For the unknown user, you can provide them on-site recommendations and smart, targeted lightboxes based upon their onsite behavior.
Welcome new users with an email series and cross-promote newsletters to them.
Send subscribers to the most popular parts of your websites that they have not yet engaged with, or do a post-purchase follow-up.
For those who are engaged and emotionally connected, thank them for their brand affinity, reward them for social shares, and ask
them for user-generated content

16. Step 5: Give customers a platform

17. Burberry was one brand that recognized this opportunity early. It gave its customers
a platform in 2009, launching a website called The Art of the Trench, where users
upload pictures of themselves wearing trenches and comment on each other’s shots.
Since then, the company’s eCommerce sales have gone up 50% year-over-year.

18. Step 6: Amplify your efforts with social
media

19. Format the content for the social channel

20. Nurture your newsletter

21. Measuring your results

22. Increasing Revenue
With the Right Content at the Right Time
Brenthaven’s focus with Boomtrain was to
(1) Drive new visitors to their site, and also
(2) Identify customers and learn how they use the website.
Within the first month of implementing their new distribution strategy, they saw a 3% increase in subscribers, and a
54% increase in revenue generated from their welcome emails. They also use a live chat feature to engage with their
customer base, get real-time feedback, and use that to adjust their content on the website to improve their customer
experience.

23. What if you’re trying to bring more people into your
website to consume premium content?
ENDURO is a publisher focused on reviewing the latest mountain bikes for you while also suggesting great gear, trails and
workouts to feed your biking addiction.
Their primary goal, which directly fed their content distribution strategy, was to offer more relevant, personalized content AND
ads to their web visitors and email subscribers.
Now, they’re offering premium, personalized ad spots to their customers and to send messages and content to their users based
on what they show the most interest. This has allowed them to double their web traffic coming from emails, which was a key
metric for them.
Let’s talk about other metrics you may want to look at.

24. Brand
Website
Business KPIs

25. Takeaways...
1. Create content built off a mission statement and tailored to
your audience
1. Use every available channel to get your content out there,
especially social media networks
1. Measure the results of your efforts with metrics that align
with your engagement goals

26. Want to
Download this Slideshow?
Click here to download

27. Want to learn more about
Boomtrain? Get in touch:
hello@boomtrain.com