Content Marketing Lessons From 10
Years and 41,525,103 Website Visits Hiten Shah hnshah@gmail.com

View this presentation online:
http://kiss.ly/conmarket

DoingBusinessontheWeb 12 Years Finding and
Solving Marketing Problems

HTTP://KISS.LY/MKTFUN

HTTP://KISS.LY/MKTFUN

Our B2B Businesses Have Had
41,525,103 Visits Since 2003 Because of Content Marketing

Content Marketing

ContentMarketing LESSON 1 Content =
Marketing

You already create lots of
content

The art of marketing is
to create better content. The science helps you measure its performance.

January 2015 1,876companies January 2014
947companies

Find pages with high traffic
and high bounce rate HTTP://GOOGLE.COM/ANALYTICS

Find pages with high traffic
and low conversion rate HTTP://UNBOUNCE.COM

Find sources with high traffic
and low conversion rate HTTP://HUBSPOT.COM

Increase Conversions By A/B Testing
Do a Happy Dance But Watch it Closely Get More Traffic So You Can Start A/B Testing Get More Traffic So You Can Do a Happy Dance High Traffic Low Traffic High ConversionsLow Conversions How To Figure Out What To Improve

LESSON 2 People ignore ads
but they love great content. They’ll even search for it!

Only 32% of marketers say
they are effectively executing enough content. HTTP://KISS.LY/CONTENTSTATS

SIMPLE RULE OF CONTENT Easy
to understand. Difficult to execute. Quality + Quantity = EYEBALLS

30+ marketing guides

70+ webinars

LESSON 3 CONTENT MARKETING CAN
BE REVERSE ENGINEERED And imitated too!

SIMPLE RULE OF MARKETING Figure
out what’s working. Do more of it.

Figure out what’s working. for
others Imitate it. but don’t rip it

HTTP://QUICKSPROUT.COM

LESSON 4 HEADLINES ARE EVERYTHING!
They get people to click.

HTTP://KISS.LY/TAM To impress your offer
on the mind of the reader or listener, it is necessary to put it into brief, simple language…No farfetched or obscure statement will stop them. You have got to hit them where they live in the heart or in the head. You have got to catch their eyes or ears with something simple, something direct, something they want. John Caples

8 out of 10 people
will read your headline, but only 2 out of 10 people will read the rest of your post. HTTP://KISS.LY/HEADLINEFORMULA

✓ Negative words and numbers
cause more clicks ✓ Keep under 65 characters to ensure search visibility ✓ Use specific headlines that match your content ✓ Odd numbers perform be er than even ones ✓ Aim to have six words in your headlines ✓ Avoid words that have multiple meanings ✓ Include power verbs and interesting adjectives Tip For Be er Blog Headlines

FIVE SHOCKING FACTS THAT WILL
CHANGE YOUR ENTIRE APPROACH TO SOCIAL MEDIA

✓ Negative words and numbers
cause more clicks ✓ Keep under 65 characters to ensure search visibility ✓ Use specific headlines that match your content ✓ Odd numbers perform be er than even ones ✓ Aim to have six words in your headlines ✓ Avoid words that have multiple meanings ✓ Include power verbs and interesting adjectives Five Shocking Facts That Will Change Your Entire Approach to Social Media 5/7

LESSON 5 Organic Search is
the TOP traffic source for content marketing

Content Marketing

SEO vs Content Marketing

Where traffic came from for
five popular blogs in 2014 1%5% 10% 4% 21% 58% 0%6% 7% 29% 18% 39% 0%3%5% 5% 11% 77% Organic Search Direct Social Referral Other Email 14% 2% 9% 8% 21% 47% 3%2% 8% 9% 15% 64% A B C D E

A couple of outliers 1%5%
10% 4% 21% 58% 0%6% 7% 29% 18% 39% 0%3%5% 5% 11% 77% Organic Search Direct Social Referral Other Email 14% 2% 9% 8% 21% 47% 3%2% 8% 9% 15% 64% A B C D E

60+ infographics

HTTP://BLOG.KISSMETRICS.COM/COLOR-PSYCHOLOGY/

HTTP://OPENSITEEXPLORER.ORG

HTTP://OPENSITEEXPLORER.ORG

HTTP://BLOG.KISSMETRICS.COM/COLOR-PSYCHOLOGY/

LESSON 6 CONTENT HELPS YOU
TELL YOUR STORY

When things are bad :(

When you want to share
customer successes

When you’ve got a new
feature =)

And so much more…

LESSON 7 CONTENT CREATES CONVERSION
OPPORTUNITIES Which leads to sustainable growth!

For KISSmetrics, content directly leads
to… Newsle er Subscribers Webinar A endees Website Visitors Trial Signups Downloads Backlinks A ention

30+ marketing guides

70+ webinars

1,145% Increase in Trial Signups

KISSmetrics.com Visits and Signups

33% Increase in Signups from
the blog!

Hiten Shah hnshah@gmail.com @hnshah How
can I help you?