1. 1
7 Truths About Great
Content Marketing
Julie Hansen, CEO Babbel US
@julie_hansen, @babbel
Digiday Content Marketing Summit, August 2017
2. Founded in 2007, Babbel has become the market leader
in language-learning worldwide
TOP-GROSSING
Language-learning app
globally
⏤ Priori Data
“MOST INNOVATIVE
Company in education
globally”
⏤ Fast Company, 2016
SUBSCRIBERS
Babbel has more than
1MM active paying
subscribers
BABBEL BY THE NUMBERS
#1 #11MM
17. 17
IT’S NOT JUST FOR MILLENNIALS
DISTRIBUTION CHANNELS MAKE ALL THE DIFFERENCE
Content Marketing leads by age: FacebookDistribution of leads by age by channel
THEN
18-24 25-34 35-44 45-54 55-64 65+
NOW
Content Marketing
19. Editor
Producer/
Writer
PR&
Social
Media
Producer
Optimizer
Analyst
THE RIGHT SKILL MIX IS CRITICAL
WITHIN CONTENT MARKETING TEAM, YOU NEED AN INTERLOCKING SET OF L EFT- AND RIGHT-BRAIN CAPABILITIES
Story selection and editing
Release schedule
Write articles
Produce video
Package content for distribution
Brainstorm new content
Create, manage campaigns
Optimize to meet CPA targets
Analyze & report on results
Inform current optimizations
Inform future content choices
Post content to social channels
Distribute content to press outlets
20. It has legs
It’s reproducible
It’s not precious
THE 7 TRUTHS OF GREAT
CONTENT MARKETING
2
3
It has a POV4
It’s global
It’s not just for millennials
It’s all about the mix
1
5
6
7