• 3. DOING BUSINESS ON THE WEB FOR 9 YEARS AND PLENTY OF FAILURES ALONG THE WAY • 4. Start engaging yourpeopleThe lifeblood of your business ispeople. They interact with you andeven pay you… they are your users...your customers. Start getting to knowthem as fast as possible. “There is no black magic to successfully attracting customers via the web.” Rand Fishkin- Who are your customers?- Where do they hang out?- How should you engage? • 5. WHO ARE YOURCustomers? • 6. WHERE DO THEYHang out? • 7. HOW SHOULD YOUEngage? • 8. What is User Experience? • 9. Who are your customers? ONLINE MARKETERS WITH Websites • 10. Where do they hang out? #measure ON TWITTER • 11. How should you engage? • 12. How should you engage? 10,000 TWEETS 88,000 FOLLOWERS $0 BUDGET • 13. Publish awesomecontentContent is king. Great content getspeople excited, it educates them, ithelps them be successful and evenmakes them want more! “No matter what, the very first piece of social media real estate Id start with is a blog.” Chris Brogan- Start a blog- Create content- Be consistently awesome • 14. Start a blog SELF-HOSTED • 15. Start a blog DRIP EMAIL MARKETING • 16. Create content • 17. Create content that teaches • 18. Be consistently awesome • 19. What is User Experience? • 20. Start a blog $7.35 COST PER SIGN UP • 21. Create content 50 INFOGRAPHICS 300 POSTS 10,000 COMMENTS • 22. WE’VE DESIGNED & MARKETEDOVER 50 INFOGRAPHICS • 23. 15K Tweets 5K Likes 1 Radio ShowCASE STUDYHOW DO COLORS AFFECT PURCHASES? • 24. 4000 Tweets 500 Likes 300 LinkedIn SharesCASE STUDYBOUNCE RATE DEMYSTIFIED • 25. 3900 Tweets 707 Likes 366 LinkedIn SharesCASE STUDYWHAT MAKES SOMEONE LEAVE AWEBSITE? • 26. Be consistently awesome • 27. Measure and optimizeyour contentFocus on actionable metrics for yourcontent. It’s easy to drown in a sea ofvanity metrics. Hone in on the metricsthat matter based on your own specificbusiness goals. “Be metrics driven and test a lot." Mark Suster- Design for conversions- Qualitative measurement- Quantitative measurement- Optimize & improve results • 28. Design for conversions • 29. Design for conversions • 30. Design for conversions • 31. Design for conversions • 32. Design for conversions • 33. Design for conversions • 34. Design User Experience?What isfor conversions VANITY METRICS • 35. Design User Experience?What isfor conversions VANITY METRICS WILL Kill Your ROI • 36. Qualitative measurement • 46. Optimize and improve results • 51. Data Informed • 52. ROI! $7.35 COST PER SIGN UP

1. STEP-BY-STEP CONTENT MARKETING
Hiten Shah
April 2012 - BlueGlass LA

2. @hnshah #BlueGlassLA

3. DOING BUSINESS ON THE WEB FOR
9 YEARS
AND PLENTY OF FAILURES ALONG THE WAY

4. Start engaging your
people
The lifeblood of your business is
people. They interact with you and
even pay you… they are your users...
your customers. Start getting to know
them as fast as possible. “There is no black magic to
successfully attracting
customers via the web.”
Rand Fishkin
- Who are your customers?
- Where do they hang out?
- How should you engage?

5. WHO ARE YOUR
Customers?

6. WHERE DO THEY
Hang out?

7. HOW SHOULD YOU
Engage?

8. What is User Experience?

9. Who are your customers?
ONLINE MARKETERS WITH
Websites

10. Where do they hang out?
#measure ON TWITTER

11. How should you engage?

12. How should you engage?
10,000
TWEETS
88,000
FOLLOWERS
$0
BUDGET

13. Publish awesome
content
Content is king. Great content gets
people excited, it educates them, it
helps them be successful and even
makes them want more!
“No matter what, the very first
piece of social media real
estate I'd start with is a blog.”
Chris Brogan
- Start a blog
- Create content
- Be consistently awesome

14. Start a blog
SELF-HOSTED

15. Start a blog
DRIP EMAIL MARKETING

16. Create content

17. Create content that teaches

18. Be consistently awesome

19. What is User Experience?

20. Start a blog
$7.35
COST PER SIGN UP

21. Create content
50
INFOGRAPHICS
300
POSTS
10,000
COMMENTS

22. WE’VE DESIGNED & MARKETED
OVER 50 INFOGRAPHICS

23. 15K
Tweets
5K
Likes
1
Radio Show
CASE STUDY
HOW DO COLORS AFFECT PURCHASES?

24. 4000
Tweets
500
Likes
300
LinkedIn
Shares
CASE STUDY
BOUNCE RATE DEMYSTIFIED

25. 3900
Tweets
707
Likes
366
LinkedIn
Shares
CASE STUDY
WHAT MAKES SOMEONE LEAVE A
WEBSITE?

26. Be consistently awesome

27. Measure and optimize
your content
Focus on actionable metrics for your
content. It’s easy to drown in a sea of
vanity metrics. Hone in on the metrics
that matter based on your own specific
business goals. “Be metrics driven and test a lot."
Mark Suster
- Design for conversions
- Qualitative measurement
- Quantitative measurement
- Optimize & improve results

28. Design for conversions

29. Design for conversions

30. Design for conversions

31. Design for conversions

32. Design for conversions

33. Design for conversions

34. Design User Experience?
What isfor conversions
VANITY METRICS

35. Design User Experience?
What isfor conversions
VANITY METRICS WILL
Kill Your ROI

36. Qualitative measurement
What is User Experience?

37. Qualitative measurement
WHAT DO YOUR READERS WANT TO READ?

38. Qualitative measurement
DID READERS GET VALUE FROM YOUR CONTENT?

39. Qualitative measurement
HOW CAN YOU IMPROVE YOUR CONTENT?

40. Qualitative measurement
WHO ARE YOUR READERS?

41. Qualitative measurement
HOW CAN YOU DELIGHT YOUR READERS?

42. Quantitative measurement

43. Quantitative measurement
EMAIL SIGN UP CONVERSION RATE

44. Quantitative measurement
SHARING CONVERSION RATE

45. Quantitative measurement
WHICH BLOG POSTS CAUSE REPEAT READERS?

46. Optimize and improve results
TESTING BUTTON COLORS IS
Lazy

47. Optimize and improve results
“What works for us may not work for you. Please do your own testing.
Your conversion rates may suffer if you copy us.”

48. Optimize and improve results

49. Optimize and improve results
TEST YOUR CALL TO ACTIONS

50. Optimize and improve results
LEARN WHICH VARIATION LEADS TO MORE REPEAT READERS

51. Data Informed - Continuous Improvement
Optimize and improve results
re
ings Spl
olden Te
ion
Build
Learn Measure
THE LEAN STARTUP

52. ROI!
$7.35
COST PER SIGN UP

53. THANK YOU!
Hiten Shah
hitenism.com
hnshah@gmail.com