Kate Abrosimova

Content Marketer and Tech Journalist at Yalantis

How to create content that brings brands Wealth, Fame, and Power?

Theory and Practice

Content in the currency that rules the Internet.

Brand development

Revenue Expertize Growth

Personal and business evolution

Why is content important?

Brand development

Small businesses that blog get 126% more lead growth than small businesses that do not blog.

– Kevin Ehlinger CEO at ThinkCreative

These Startups’ Blogs Rock

FreshbooksUnbounceMozHowAboutWe99U

KISSmetricsShopifyClarityBufferHubSpot

According to the Content Marketing Institute, 70% of people would rather learn about a company via an article than an ad.

From “Content Marketing Revolution” by Alexander Jutkowitz

at Hbr.org

Revenue

Is this is how content works?

You make content.

People click.You get the revenue.

How it really works:

You make content. People click.If they like it, they remember.

When they need your product, they come back.

You build relationships through social media, email, RSS...

When they see more content, they will visit again.

Why does content bring revenue?

Content builds relationships.

Relationships are built on trust.

Trust drives revenue.

– Andrew Davis.

Marketing Speaker & Best-Selling Author

But only if your content is good enough for people

to remember, share, and follow.

What’s the ROI on content marketing?

(Revenue Generated – Cost of Content Marketing) /

Cost of Content Marketing = ROI

You should gauge the impact of your content marketing efforts on branding and the impact of branding on sales.

Expertise

Brand publishing encourages companies to mine internal intellectual resources.

This is when expertise starts pouring in.

Expertise creates added value

You need the added value in order to grow.

Growth

How does content lead to growth?

You start growing when your added value becomes tasty.

Expertise is a vitamin.

But it should look like a candy for people to swallow.

Personal and business evolution

Content lets you evolve from a company that makes things to a company that produces ideas.

Armed with quality content, companies and people behind them can become thought leaders, innovators, and experts.

Fortune 500 companies content strategies

Red Bull Media House

General Electric has 5 corporate content properties

GE Reports. Ecomagination. Healthymagination. Txchnologist. GE.com

Tablespoon – General Mills Content Strategy

While the Sears brand is successful at selling fitness equipment, we have challenged ourselves with FitStudio to extend the brand beyond the equipment and to stand for the motivation and know-how to get America in shape.

– Julia Fitzgerald

CMO at Sears Holdings

Why does content work at Sears?

How to create content?

By trial and error What we learned creating content

We learned that one needs 3 main things to make content work

1. Time to test and measure.

2. Continuous effort of the whole team.

3. Content marketing strategy.

Time

3 months after we started creating content

30k monthly visits

100 monthly leads

Tripled sales

Deeper expertise

Better knowledge

New growth strategy

2 years after we started creating content

Effort

Content is born from continuous knowledge exchange in the team, in the community, and in the target market.

How do we come up with content?

Internal activities External activities

- Daily communication with all company’s departments

- Monitoring trends- Interviews with clients and

industry leaders- RnD during Hack Weeks

- Events- Conferences- Hackathons

Results that rock

Strategy

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

(Source: Content Marketing Institute)

1. Types of content (what content should I create?)

2. Execution strategy (who will create it? when, and how?)

3. Distribution strategy (how can I spread my content?)

4. SEO (how will Google trust my content?)

5. Online metrics (how does my content marketing strategy

work?)

What do you need to figure out once you start creating content?

What do you need to measure?

Reach

Impressions

Traffic

Subscriber / Audience size

Engagement

Time on site

Bounce rate

Page views

Return visits

Referrals

Social sharing and interactions

Conversion

Brand lift

Behavioral conversions (sentiment)

Lead generation

Sales lift

Content consumption metrics

Content sharing metrics

Lead generation metrics

Sales metrics

Page viewsVideo viewsDownloads

LikesFollowersSharesTweetsRetweetsMentionsInbound links

Filled contact formSubscriptionRegistrationRSS subscribersBlog comments

How much you earned.

KPIs

1. Writing commonplace articles.

2. Making content seem impersonal (and I don’t mean self-

promotion).

3. Creating content, which was economically irrelevant (it

didn’t drive sales).

Mistakes we made creating content

What creates great content

This content describes what kind of person you are, what kind of people you work with, and what kind of company you have.

Your passion

● Your experience● Your team● Your philosophy

yalantis.com/blog

blog.uber.com

mapbox.com/blog

Or what you can do better than others. It’s related to your products or services.

What you’re best at

● Problem that your product solves.

● Uniqueness of your solution.● Technology that you

developed.

yalantis.com/blog

teslamotors.com/blog

nerds.airbnb.com

● Useful information● Valuable knowledge● Viral content

What makes you money

It’s content that targets your users and sells your products or services.

A great way to figure out what people want to read about is to talk to the sales team about what people are asking them on the phone or email and then address those questions in your blog.

People don’t buy texts. They buy 2 things:

1) Something that entertains.2) Something that makes them better than

others (knowledge or prestige)

yalantis.com/blog

salesforce.com/blog

blog.mint.com

Ninety percent of B2C marketers use content in their strategy, but few brands recognize the real opportunity in doing so.

(Source: Content Marketing Institute)

Content is bigger than you think

Brand evolution beyond just the

product

Producing new ideas

Thought leadership

Acquiring unique knowledge and

experience

Global success

Thank you!