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7 Truths About Great Content Marketing

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7 Truths About Great Content Marketing

  1. 1. 1 7 Truths About Great Content Marketing Julie Hansen, CEO Babbel US @julie_hansen, @babbel Digiday Content Marketing Summit, August 2017
  2. 2. Founded in 2007, Babbel has become the market leader in language-learning worldwide TOP-GROSSING Language-learning app globally ⏤ Priori Data “MOST INNOVATIVE Company in education globally” ⏤ Fast Company, 2016 SUBSCRIBERS Babbel has more than 1MM active paying subscribers BABBEL BY THE NUMBERS #1 #11MM
  3. 3. 01 February 2017Keynote Master Flash Everyone Learning Our mission Languages
  4. 4. 01 February 2017Keynote Master Flash Single-biggest channel Integrated with PR & Social Dedicated team CONTENT MARKETING AT BABBEL
  5. 5. Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 5 ABOUT BABBEL R2= .910X growth YOY Organic Sales Content Marketing Sales 10X YOY GROWTH
  6. 6. 01 February 2017Keynote Master Flash i It has legs Truth #1
  7. 7. Meet the "CUNY study"post
  8. 8. 8 It’s reproducibleTruth #2 #1 #2 #3 #4
  9. 9. ABOUT BABBELITERATING ON WHAT WORKS Mar-17 Apr-17 May-17 Jun-17 Jul-17 #1 #2 #3 #4
  10. 10. Truth #3 It’s not precious
  11. 11. IDEATE. EXPERIMENT. ITERATE. OBSERVE. Content marketing should cover the topics that your target market wants to consume. Put their needs first, rather than your brand’s messaging points.
  12. 12. 01 February 2017Keynote Master Flash Truth #4 It has a point of view
  13. 13. ABOUT BABBELITERATING ON WHAT WORKSHOW YOU SAY IT MATTERS
  14. 14. 01 February 2017Keynote Master Flash Truth #5 It’s global
  15. 15. ABOUT BABBELITERATING ON WHAT WORKS Each week the Babbel Magazine publishes 7editions
  16. 16. 01 February 2017Keynote Master Flash It’s not just for millennials Truth #6
  17. 17. 17 IT’S NOT JUST FOR MILLENNIALS DISTRIBUTION CHANNELS MAKE ALL THE DIFFERENCE Content Marketing leads by age: FacebookDistribution of leads by age by channel THEN 18-24 25-34 35-44 45-54 55-64 65+ NOW Content Marketing
  18. 18. 01 February 2017Keynote Master Flash It’s all about the mix Truth #7
  19. 19. Editor Producer/ Writer PR& Social Media Producer Optimizer Analyst THE RIGHT SKILL MIX IS CRITICAL WITHIN CONTENT MARKETING TEAM, YOU NEED AN INTERLOCKING SET OF L EFT- AND RIGHT-BRAIN CAPABILITIES Story selection and editing Release schedule Write articles Produce video Package content for distribution Brainstorm new content Create, manage campaigns Optimize to meet CPA targets Analyze & report on results Inform current optimizations Inform future content choices Post content to social channels Distribute content to press outlets
  20. 20. It has legs It’s reproducible It’s not precious THE 7 TRUTHS OF GREAT CONTENT MARKETING 2 3 It has a POV4 It’s global It’s not just for millennials It’s all about the mix 1 5 6 7
  21. 21. 01 February 2017Keynote Master Flash Thank you! @babbel

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