Julie Hansen, Babbel Digiday Content Marketing Summit, August 2017

1. 1
7 Truths About Great
Content Marketing
Julie Hansen, CEO Babbel US
@julie_hansen, @babbel
Digiday Content Marketing Summit, August 2017

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. 01 February 2017Keynote Master Flash
Everyone
Learning
Our mission
Languages

4. 01 February 2017Keynote Master Flash
Single-biggest channel
Integrated with PR & Social
Dedicated team
CONTENT MARKETING AT BABBEL

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. 01 February 2017Keynote Master Flash
i
It has legs
Truth #1

7. Meet the
"CUNY study"post

8. 8
It’s reproducibleTruth #2
#1 #2 #3 #4

9. ABOUT BABBELITERATING ON WHAT WORKS
Mar-17 Apr-17 May-17 Jun-17 Jul-17
#1 #2 #3 #4

10. Truth #3
It’s not precious

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. 01 February 2017Keynote Master Flash
Truth #4
It has a point of view

13. ABOUT BABBELITERATING ON WHAT WORKSHOW YOU SAY IT MATTERS

14. 01 February 2017Keynote Master Flash
Truth #5
It’s global

15. ABOUT BABBELITERATING ON WHAT WORKS
Each week
the Babbel
Magazine
publishes
7editions

16. 01 February 2017Keynote Master Flash
It’s not just for millennials
Truth #6

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. 01 February 2017Keynote Master Flash
It’s all about the mix
Truth #7

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. 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. 01 February 2017Keynote Master Flash
Thank you!
@babbel