Upload
mike-volpe
View
580
Download
0
Embed Size (px)
Citation preview
MEASURING THE LONG TERMBENEFIT OF CONTENT MARKETING
MY NAME ISJOHN SHORTCurrent VP of Demand Generation at Workable
Started my career in SEO/Content
Expanded into Paid Media
Two Years Ago an Intern Wrote 150 Templates in two months
TWO YEARS AGOAN INTERN WROTE150 TEMPLATESIN TWO MONTHS
AND THEN WE STOPPED BECAUSE THEY “WEREN’T DRIVING TRAFFIC”
SOME TIME PASSED....
And then we noticed,“hey this is pretty
good”
And then we noticed,“hey this is driving a lot of customers, let’s
do more”
Two Years Ago an Intern Wrote 150 Templates in two months
LAST MONTH THOSE 150 PIECES OF CONTENT DROVE 400K VISITORS
BY JANUARY WE’LL BE DRIVING 1.2M VISITORS TO OUR CONTENT
THE PROBLEM IS WE COULD HAVE STARTED SOONER
WE LEARNEDTHREE THINGS
1.Great content takes time to grow
2.But it compounds
3.We stopped too early
They focus on the top 10 posts
The reports are time seriesOld posts are forgotten
MOST ANALYTICS TOOLS DO NOT HELP
HERE IS THE REPORT THAT WOULD HAVE HELPED...
Fake numbers...
LESSONS PUT INTO ACTION
It takes time, recognize
patterns
Evergreen > Big Splash
BI support is key to set targets
Get buy in from the top
IT TAKES TIME, RECOGNIZE PATTERNS
EARLY ON
3 months to drive consistent
traffic
6-7 months to maturity
Double down on what works
Build a repeatable process
Be patient
EVERGREEN VS. BIG SPLASH
TYPICAL CONTENT CURVES
OUR TYPICAL CURVE
EVERGREEN VS. BIG SPLASH
THE PROCESS
Identify Topics that you’re audience will be interested in
Figure out what the blog post will be about
Identify one or two keywords to work in that article
Optimize (but don’t force) the title, URL and in the article
Repeat
SET TARGETS BASED ON QUALITY DATA
WE USE THE TOOL FOR REALISTIC TARGETS
Fake numbers...
Are we getting better at promoting in Month 1?
Fake numbers...
Are we getting better at SEO in month 4?
Fake numbers...
This growth looks familiar…
It seems to be working
Early cohorts as indicators
Show how & why it works
Give early indications of success
Don’t oversell, it’s slow at first
BUY-IN FROM THE TOP
Test a lot of great content
Watch cohorts closely
Double down early on success
Build a repeatable strategy
OUR STRATEGY
The idea is content will look like this
Thank youFollow me on Twitter @jgshortAnd at medium.com/@jgshort