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AIMING FOR IMPACTA Conversion Minded Approach to Content MarketingHana Abaza, Head of Marketing, Shopify Plus@hanaabaza
CONTENT
ENVIRONMENT
COMPLEX
will produce more content this year
77%
of B2Cmarketers 76%of B2B
marketers
Over 800K “Mind-Blowing” Marketing Posts
Half a Million Ultimate Guides to Marketing
Too many to count.
CONSUMERS ARE CREATING MORE CONTENT THAN EVER
DESPITE THE NOISE
CONTENT CAN BE A POWERFUL GROWTH DRIVER
Define your brand, generate leads, nurture prospects, persuade buyers, and empower advocates.
WE NEED TO CHANGE HOW WE THINK ABOUT CONTENT MARKETING
Content needs to be more targeted, relevant and engaging.
HOW CAN WE GET MORE TRAFFIC?
HOW CAN WE GET MORE TRAFFIC?
HOW DO WE GET THE DESIRED OUTCOME WITH LESS TRAFFIC?
CONTENT PROBLEMS(regardless of
size/sophistication)
Too much content that underperformsPersona misalignment (or no personas)Silod Content and SEO teams Not enough time, money, resourcesFocus on traffic, not on impact
HOW DO YOU OPTIMIZE FOR IMPACT WITH CONTENT MARKETING?
Personas & Positioning, Content/Market Fit, Optimization
Sorry, no shortcuts or hacks. You need to take the scenic route.
Personas & Positioning, Content/Market Fit, Optimization
CONTENT / MARKET FIT
CORE DRIVERS
PERSONAS & POSITIONING
STRATEGIC OPTIMIZATIO
N
PERSONASThese are your new BFFs – find
out everything you can about them
“By not deciding on one of these personas, we paid a gigantic, invisible ‘optionality’ tax.”
Source: readthink.com
- Brian Halligan, CEO of HubSpot
PEOPLE (AND PERSONAS) ARE MULTI-FACETED
Personas & Positioning, Content/Market Fit, Optimization
BEHAVIORALDEMOGRAPHIC “OTHER”
AgeGenderIncomeMarital Status
EducationLocation
(this is easy)
SearchSocial
WebsiteContent
EmailProduct
(this is harder)
Account-based
Tech usageInterests OpinionsIndustryUse Case
(this depends)
Personas & Audience Segments
Audience SegmentContent Marketers
B2B CompaniesUse HubSpot
Personas & Audience Segments
HOW MANY PERSONAS? DECISION MAKER VS. INFLUENCER
Personas & Positioning, Content/Market Fit, Optimization
THERE’S A DIFFERENCE BETWEEN BUYER PERSONAS AND USER PERSONAS
Your buyer process and business model need to inform person
development
Audience SegmentB2B Marketers
Mid-Size CompanyUse HubSpot
Personas & Audience Segments
UNDERSTANDING CURRENT USERS CAN HELP FUEL A CONTENT THAT ATTRACTS MORE OF YOUR PEOPLE
Personas & Positioning, Content/Market Fit, Optimization
UNDERSTAND WHO THEY ARE AND WHERE THEY ARE IN THE “INNOVATION” CYCLE
Personas & Positioning, Content/Market Fit, Optimization
These people self-educate.Historical search terms?
Content, tactics and channels change. Need case studies,
proof, validation.
GETTING TO KNOW PERSONAS
Talk to leadsTalk to customersTalk to internal teamsAudience surveysFacebook insightsTargeted social pollsProduct usage reports Tools (Built With, Datanyze etc.)
Resources: adespresso.com, twitter.com, bizible.com
Upload customer listResearch personas
PersonasInsights
CustomersConnections
High-volume
Listenters
Marketing automation
CMS
Payment GatewayEcommerce
Platform
Yay, Personas! Now what?
Personas & Positioning, Content/Market Fit, Optimization
VALUE PROP(S)POSITIONING
ALIGNMENT
How do people think
about the product?
What’s the value for
each persona?
Proof pointsProduct story
Big “C” Content
“Marketing is about making it easy for people to find, evaluate and buy your products.
Positioning is figuring out what your product is in the first place.”
More April: rocketwatcher.com
- April Dunford, CEO of Sprintly
“Marketing can polish a turd. Positioning can turn turds into fertilizer.”
More April: rocketwatcher.com
- April Dunford, CEO of Sprintly
HOW DO PEOPLE THINK ABOUT YOUR PRODUCT?
Are you a turd or are you fertilizer?
WHAT’S THE CONTEXT IN WHICH PEOPLE THINK ABOUT YOUR PRODUCT?
Price, customers, competition, brand, channels, message
WHAT LANGUAGE DO PEOPLE USE TO TALK ABOUT ABOUT YOUR PRODUCT?
How do your customers explain your product to their colleagues? What do they search on Google?
“Marketing is too important to be left to the marketing department.”
More April: rocketwatcher.com
- David Packard, Co0founder, Hewlett Packard
This is the “why” — what’s the guiding narrative?
Secondary Message Secondary Message Secondary Message Secondary Message Secondary MessageExpand upon key messaging. Why does this matter?
Expand upon key messaging. Why does this matter?
Expand upon key messaging. Why does this matter?
Expand upon key messaging. Why does this matter?
Expand upon key messaging. Why does this matter?
For example, Netflix might look something like this…
The best entertainment, straight to your device. We know what you’ll love before you do.
Great Content Straight to Your Device Recommendations Convenience Low CostExpand upon key messaging. Why does this matter?
Expand upon key messaging. Why does this matter?
Expand upon key messaging. Why does this matter?
Expand upon key messaging. Why does this matter?
Expand upon key messaging. Why does this matter?
The best entertainment, straight to your device. We know what you’ll love before you do.
Great Content Straight to Your Device Recommendations Convenience Low CostExpand upon key messaging. Why does this matter?
Expand upon key messaging. Why does this matter?
Expand upon key messaging. Why does this matter?
Expand upon key messaging. Why does this matter?
Expand upon key messaging. Why does this matter?
Proof Points:• Point #1• Point #2
Proof Points:• Point #1• Point #2
Proof Points:• Point #1• Point #2
Proof Points:• Point #1• Point #2
Proof Points:• Point #1• Point #2
The best entertainment, straight to your device. We know what you’ll love before you do.
Great Content Straight to Your Device Recommendations Convenience Low CostExpand upon key messaging. Why does this matter?
Expand upon key messaging. Why does this matter?
Expand upon key messaging. Why does this matter?
Expand upon key messaging. Why does this matter?
Expand upon key messaging. Why does this matter?
Proof Points:• Point #1• Point #2
Proof Points:• Point #1• Point #2
Proof Points:• Point #1• Point #2
Proof Points:• Point #1• Point #2
Proof Points:• Point #1• Point #2
Product Story:• Point #1• Point #2
Product Story:• Point #1• Point #2
Product Story:• Point #1• Point #2
Product Story:• Point #1• Point #2
Product Story:• Point #1• Point #2
The best entertainment, straight to your device. We know what you’ll love before you do.
Great Content Straight to Your Device Recommendations Convenience Low CostExpand upon key messaging. Why does this matter?
Expand upon key messaging. Why does this matter?
Expand upon key messaging. Why does this matter?
Expand upon key messaging. Why does this matter?
Expand upon key messaging. Why does this matter?
Proof Points:• Point #1• Point #2
Proof Points:• Point #1• Point #2
Proof Points:• Point #1• Point #2
Proof Points:• Point #1• Point #2
Proof Points:• Point #1• Point #2
Product Story:• Point #1• Point #2
Product Story:• Point #1• Point #2
Product Story:• Point #1• Point #2
Product Story:• Point #1• Point #2
Product Story:• Point #1• Point #2
CONTENT• Search• Owned • Contributed
CONTENT• Search• Owned • Contributed
CONTENT• Search• Owned • Contributed
CONTENT• Search• Owned • Contributed
CONTENT• Search• Owned • Contributed
CONTENT/MARKET FIT
Align content with your personas, channels, market and biz model
THE CONTENT MARKETING POWER LAW
A small portion of your content is responsible for the majority of
your results.
THE VAST MAJORITY OF CONTENT UNDERPERFORMS
Buzzsumo analyzed one million random B2B blog articles.
CONTENT MARKETERS NEED TO THINK LIKE PRODUCT MARKETERS TO MAKE A BIG IMPACT
Price, customers, competition, brand, channels, message
CONTENT MARKET FIT
What is the context with which people understand your content and is it aligned with what your market is looking for (knowingly or unknowingly)
Blog Articles“Snacky” Content
Long Form
Premium (gated)ebooks/whitepapers
Webinars
WHAT CONTENT TYPES DO YOU FOCUS ON?
Visual ContentSlideShare, Videos
Infographics
ALIGNING CONTENT MARKETING
(Re)search vs. IntentTopicsFormat ChannelsExperienceBrand, Voice & ToneLandscape (crowded vs. empty)
YOUR DON’T ACTUALLY OWN YOUR AUDIENCE
They can go wherever they want. The world owes you nothing.
CONTENT IDEATION
Consider the topic, timing and distribution at the point of
inception.
GIVE ME ALL THE KEYWORD TOOLS!
A BLENDED APPROACH IS BEST
Ideation/brainstormingKeyword toolsBuzzsumoAnswer The PublicInternal Data Lead Scoring People
OPTIMIZATION
How and where should you spend time optimizing?
OPTIMIZING THE EXPERIENCE
The basics CTAs Context DiscoverabilityUrgency
SEARCH VS. RESEARCH
People batch research. Are you optimizing for them to discover more content what they get to
you?
Urgency!
GREAT CONTENT ISN’T ENOUGH
You need deep persona knowledge, content market fit
and a good experience.
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