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Amplification: Content Marketing That Works

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Amplification is about catching bigger waves
What blogs do you read?
Most corporate blogs are • Boring • Bland • Safe What kind of blogs do you read? • Opinionated • Surprising • Have a point of view • Teach you something
What is Content Marketing?
How important is content marketing? Content wins for most effective strategy; but it’s also the hardest to implement
Amplification = content x channel
What is Amplification?
Example: Catching the wave in 2013 Original post: 2011
What is Amplification?
Section Two: Research
Start with People
People first The first question you need to ask is: “who do I want to reach?” Section Two Every good product, website, campaign, and piece of writing starts with people in mind.
How do you choose your audience?
Technique #2: draw a venn diagram
Our target audience is: __________________
Finding pain
Section Two When you understand your audience’s pain you’ll be able to better define their problem.
Example: pjrvs.com
Focus on their needs
Observe people in their habitat
Where do people hang out?
Research examples: where would you find managers?
What are you looking for? BIG problems trends pain points frustrations
Observing trends
Yesterday I saw this tweet:
He’s tweeting about this site: The Grid
He’s not happy about it
A lot of other designers don’t like it either
I go to Designer News:
Where have I seen this before?
What’s the trend we’re observing? Designers are feeling threatened.
This takes time. Collect and organize your research.
Sample research I’m using an app called keeeb.com to track trends.
Listen
Focus on your audience’s biggest problems
Organize your research • Record your findings • Organize them into groupings • Identify a big pain / issue / topic you could focus on You grow an audience by targeting a topic people care about!
Section Three: Writing & Promotion 3
Write for your audience
Writing viral content is hard.
Great, shareable content…
Why do people share content?
Types of content
Amplify your content
Which train are you going to hitch your content to? Your own small network Someone else’s big network
Effects of amplification
Two types of amplifiers: 1
How do you build relationships with influencers?
How do you earn the right to on online communities? Add value Hacker News Designer News Product Hunt
Target the right networks
Coordinate your efforts
Example 1: Groovehq
Coordinate your launch
The game plan
A note on Hacker News, Designer News, Product Hunt, Reddit…
It typically takes about 20-30 minutes for a story to slip off the "New Submissions" page. That's your window to get enough votes to appear on the front page.
The algorithm on News Sites favours new content
Can you game the system?
Timing is important

Publié dans : Marketing
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Amplification: Content Marketing That Works

  1. 1. Amplification: Content Marketing that Works October 2014 Presentation Justin Jackson, Product Marketing at Sprintly
  2. 2. Join the conversation on Twi!er @thuelmadsen #KISSwebinar
  3. 3. Justin Jackson - Sprint.ly - @mijustin Justin Jackson is the Product Marketing Manager at Sprintly. He’s been featured in Inc. Magazine (“The secret to building a high trafficked blog”) and wrote a book called Amplification. He also hosts a podcast called Product People, and blogs at justinjackson.ca
  4. 4. Want to follow my tweets? @mijustin #KISSwebinar
  5. 5. Sprintly’s Content Marketing
  6. 6. Amplification is about catching bigger waves
  7. 7. Table of Contents 1 Section One - What is Amplification? 2 Section Two - Research Finding your audience Finding where they hang out Discovering their needs Organize your research 3 Section Three - Writing & promoting
  8. 8. WATCH WEBINAR RECORDING NOW
  9. 9. What blogs do you read? 1
  10. 10. Most corporate blogs are • Boring • Bland • Safe What kind of blogs do you read? • Opinionated • Surprising • Have a point of view • Teach you something
  11. 11. What is Content Marketing? 1
  12. 12. What is content marketing? The Content Marketing Institute defines it like this: Section One “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to a!ract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
  13. 13. How important is content marketing? Content wins for most effective strategy; but it’s also the hardest to implement Section One
  14. 14. Amplification = content x channel
  15. 15. What is Amplification? Section One There’s this fallacy that good content always gets discovered; but the truth is that good content needs distribution in order to be seen. You could be writing amazing posts that nobody hears about.
  16. 16. Example:
  17. 17. Example:
  18. 18. Example:
  19. 19. Example: Catching the wave in 2013 Original post: 2011
  20. 20. What is Amplification? • Choosing a specific audience • Ge!ing to know their needs: observing trends + pa!erns • Responding to those needs with targeted content • Distributing your content through influential networks • Amplifying your signal on those networks by leveraging your personal network The key to success is to create great content and find great channels.
  21. 21. Section Two: Research 2
  22. 22. Start with People
  23. 23. People first The first question you need to ask is: “who do I want to reach?” Section Two Every good product, website, campaign, and piece of writing starts with people in mind.
  24. 24. How do you choose your audience? • Make a list of all the potential customer types you could reach. Example: Product Managers, Project Managers, CEOs, Founders, Developers Make a long list! To trim it down ask these questions: • In which of these groups do we have an unnatural advantage? • Which of these groups are we most excited about? • Which of these groups has money to spend?
  25. 25. Technique #2: draw a venn diagram
  26. 26. Our target audience is: __________________
  27. 27. Finding pain
  28. 28. Section Two When you understand your audience’s pain you’ll be able to be!er define their problem. If you can describe the problem be!er than your customer they will assume you have the solution. - Pat Flynn
  29. 29. Example: pjrvs.com
  30. 30. Focus on their needs Section Two Don’t ask: ‘what do I want to write?’ Ask: ‘what do people need?’ Always be researching your niche; never stop. I look wherever people congregate: forums, mailing lists, blog posts, off-hand comments from people on Twi!er, support portals, user groups. - Amy Hoy
  31. 31. Observe people in their habitat
  32. 32. Where do people hang out? Online: • Forums • Sub-reddits • News aggregators • Social networks • Blogs • Support sites Offline: • Conferences • Meetups • Workshops • Coffee shops • Festivals • Industry parties
  33. 33. Research examples: where would you find managers?
  34. 34. What are you looking for? BIG problems trends pain points frustrations
  35. 35. Observing trends
  36. 36. Yesterday I saw this tweet:
  37. 37. He’s tweeting about this site: The Grid
  38. 38. He’s not happy about it
  39. 39. A lot of other designers don’t like it either
  40. 40. A lot of other designers don’t like it either
  41. 41. I go to Designer News:
  42. 42. Where have I seen this before?
  43. 43. Do you remember this?
  44. 44. Do you remember this?
  45. 45. Do you remember this?
  46. 46. Do you remember this?
  47. 47. What’s the trend we’re observing? Designers are feeling threatened.
  48. 48. This takes time. Collect and organize your research.
  49. 49. Sample research I’m using an app called keeeb.com to track trends.
  50. 50. Listen
  51. 51. Focus on your audience’s biggest problems Section Two If you are talking to potential customers, and the pain point that you’re going to target is not one of the top two most pressing issues in their life right now, don’t do that. Instead, do one of the top two things. If you’re not on my top two issue list, I’m not going to [pay a!ention]. - Patrick McKenzie (Patio11)
  52. 52. Organize your research • Record your findings • Organize them into groupings • Identify a big pain / issue / topic you could focus on You grow an audience by targeting a topic people care about!
  53. 53. Section Three: Writing & Promotion 3
  54. 54. Write for your audience
  55. 55. Section Three Writing viral content is hard. For example, look at Nate Silver’s research on the number of views the average article on the Huffington Post gets: The average blog post got about 2,150 page views. This distribution, however, was highly inequitable. The top-performing blog post — one by the former Secretary of Labor, Robert Reich — had received about 27,000 page views as of Friday morning. The median blog post, on the other hand, received only about 550 page views.
  56. 56. Great, shareable content… • is simple • is surprising or unexpected • is focused on a specific problem, issue, or interest for a given audience • is well researched • has a “shareable moment”: a standout quote, diagram, or story • about 7 minutes long (1,000 - 1,600 words) You grow an audience by targeting a topic people care about!
  57. 57. www.useronboard.com/features-vs-benefits/
  58. 58. Why do people share content? Section Three We always seem to be on the lookout for who else will find this helpful, amusing or interesting, and our brain data are showing evidence of that. At the first encounter with information, people are already using the brain network involved in thinking about how this can be interesting to other people. We're wired to want to share information with other people. I think that is a profound statement about the social nature of our minds.
  59. 59. Types of content
  60. 60. brandonhilkert.com/courses/build-a-ruby-gem/
  61. 61. baremetrics.io/blog/startup-chat-pricing
  62. 62. sprint.ly/blog
  63. 63. useronboard.com
  64. 64. standtomake.com
  65. 65. Amplify your content
  66. 66. Which train are you going to hitch your content to?
  67. 67. Which train are you going to hitch your content to? Your own small network
  68. 68. Which train are you going to hitch your content to? Your own small network Someone else’s big network
  69. 69. Effects of amplification Section Three
  70. 70. Two types of amplifiers: 1. Individual influencers Hiten Shah @rands Kevin Rose 2. Online networks: communities, news sites, etc… Hacker News Designer News Product Hunt
  71. 71. How do you build relationships with influencers? Interviewed on Product People podcast Sprintly advisor Through Sprintly’s founder, Joe Stump Hiten Shah @rands Kevin Rose
  72. 72. How do you build relationships with influencers? Met at a conference Crashed a speaker’s dinner Met through writing club Samuel Hulick Maura Rodgers Ryan Hoover
  73. 73. How do you earn the right to on online communities? Add value Hacker News Designer News Product Hunt
  74. 74. Target the right networks Section Three
  75. 75. Coordinate your efforts Before you publish, contact influencers + your network • Give them a sneak peek into your post • Tell them why they might be interested • Ask for their feedback. The moment you publish, contact those folks again • Let them know your post has been published • Ask them to share on social networks (use pre-populated tweet for this) • Ask them to share on relevant networks
  76. 76. Example 1: Groovehq
  77. 77. Example 1: Groovehq
  78. 78. Section Three Coordinate your launch
  79. 79. The game plan 1. Give influencers and your personal network a sneak peek 2. Let them know when you’re going to publish and how they can help 3. Publish + Share on high value networks 4. Mobilize your network to share + get initial traction on community sites 5. Engage with the response
  80. 80. Example 2
  81. 81. A note on Hacker News, Designer News, Product Hunt, Reddit…
  82. 82. It typically takes about 20-30 minutes for a story to slip off the "New Submissions" page. That's your window to get enough votes to appear on the front page.
  83. 83. The algorithm on News Sites favours new content “Reddit's hot ranking uses the logarithm function to weight the first votes higher than the rest. The first 10 up-votes have the same weight as the next 100 up-votes.” -Amir Salihefendic • On most news sites, initial traction is critical • In most algorithms, the time since submission is particularly important. • The more time that elapses, the harder the score falls • “The first 10 up-votes have the same weight as the next 100 up-votes.”
  84. 84. The algorithm on News Sites favours new content
  85. 85. Can you game the system? You have to write something genuinely interesting. That's the difference between being on the front page for 10 to 30 minutes, and being there for 10 hours. HN is very very unforgiving and that's awesome because it can't *really* be gamed. If the submission is no good, no amount of "tricks" will help. -Swizec Teller • Reddit and Hacker News have fairly sophisticated voting ring detectors • Don’t ask your same people over and over again to up-vote your posts • Don’t have people from the same IP address (same office) vote
  86. 86. Timing is important "Timing plays a big part in most every success." • Publish in the morning! • Be aware of what else is happening in the world. • What's happening in your niche? • Initial traction is key - Jason Fried
  87. 87. A%er you publish
  88. 88. A%er you publish Block off time a%er you publish: • Respond to those that engage with your content • Look for opportunities to expand the discussion, or share the post in new networks • Thank everyone that shares it Thanking people will surprise them. Show gratitude to the people who took the time to share your post. You can do this by searching for the URL or keywords from your post in Twi!er. Thanking people will increase the likelihood that they'll follow your work in the future.
  89. 89. Questions? Justin Jackson Product Marketing Sprintly @mijustin jjackson@quickle%.com Thue Madsen Marketing Associate KISSmetrics @ThueLMadsen tmadsen@kissmetrics.com
  90. 90. Start Your Free KISSmetrics Trial LOG IN WITH GOOGLE
  91. 91. THANK YOU Justin Jackson Product Marketing at Sprintly

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