Growth hacking - Content marketing enGaging project, slides from Gamification and Growth hacking academy training in Ancona (Italy) www.engaging-project.eu Slide set: 3.

1. GH techniques
Content writing &
management
This work is licensed under a Creative Commons
Attribution-NonCommercial-ShareAlike 4.0 International License.
Dr. Tomislav Rozman, BICERO Ltd.
for: enGaging project, www.engaging-project.eu

2. Content is the king
Good content marketing makes a person
stop…read… think… behave… differently

3. … but ...
Source and more great quotes: http://www.slideshare.net/NewsCred/quotes-about-content-marketing

4. What is content marketing?
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: http://contentmarketinginstitute.com/what-is-content-marketing/

5. What’s the purpose of content writing?
The purpose of content writing is:
• to establish yourself as a trustful
company / person with the expertise in
your field,
• to educate (or entertain) potential
customers.
Write great
content
More
readers
More
customers
More trust

6. Content marketing is not new
https://youtu.be/9O
HgMMpGLzk

7. Great content converts visitors to evangelists…
… if you have a great
product / service, of
course.
Source: http://contentmarketinginstitute.com/what-is-content-marketing/

8. Quality content is the core of the marketing
• Social media marketing: Content marketing strategy comes before your social
media strategy.
• SEO: Search engines reward businesses that publish quality, consistent content.
• PR: Successful PR strategies address issues readers care about, not their business.
• PPC: For PPC* to work, you need great content behind it.
• Inbound marketing: Content is key to driving inbound traffic and leads.
• Content strategy: Content strategy is part of most content marketing strategies.
Source: http://contentmarketinginstitute.com/what-is-content-marketing/
* Pay per click

9. Where will you post your
content?

10. Usual way of content publishing
1. Publish it on your primary content management system (webpage / blog /
youtube / LinkedIn articles… ).
2. Share it through social media networks.

11. Blogging/website platforms
Source& more: http://makeawebsitehub.com/choose-right-blogging-platform/

12. Web page / own CMS
1. The quickstart: Wordpress, Wix, Google Sites, … there are
plenty of platforms for quick and HTML-free start of your
website.
A quick hack: Register your own domain and associate with your site
above. It will look more professional:
mysite.wordpress.com → mysite.com
2. Old school: Your own custom built HTML website on a dedicated
web server (ANYONE still uses it?).
3. Most advanced: Your own custom developed dynamic web
application.
You can focus
on content
right from the
start.

13. LinkedIn articles
Pros:
● Appropriate for
business related short
articles
● Tightly integrated into
your LinkedIn profile
● Analytics
● B2B community
Cons:
● Limited editing
capability
● Platform lock-in

14. Platforms for presentation publishing
SlideShare
Google Presentations
Prezi
Emaze

15. Infographics
Infographics is a great way to show summarized,
easy digestible content.
← See full growth hacking infographics here:
https://www.entrepreneur.com/article/277157

16. Video
● Video is a great & effective channel,
but also the costliest and can not
update them.
● It’s perfect for telling stories.
● It’s easily shared.
● People will consume more and
more video content.
● It can convince people to buy
something.
Source: https://retargeting.biz/blog/the-future-is-video-content
Video source:
https://www.facebook.com/bernhard.manufaktura/videos/1059799364037825/?vid
eo_source=pages_finch_trailer
See the video. Would you buy it?

17. An assignment
Share with us:
● Which platform are you currently using for professional content?
● Which platform are you currently using for private content?
● What are the pros and cons?

18. What are you going to tell?

19. What are you going to blog about?
1. Listicles
2. How-tos
3. Politics
4. Bacon
5. Recipes
6. Beginner guides
7. Ultimate guides
Source:N. Patel, https://www.quicksprout.com/2016/08/31/top-35-blogging-ideas-that-are-guaranteed-to-be-popular/
8. Frequently asked
questions
9. Interviews
10. Personal stories
11. Charity and activism
12. People features
13. Product reviews
This is a
listicle (short
article with
list of items)

20. What are you going to blog about?
14. Sourced news
15. Gifs and memes
16. Myth-debunking
17. Virtual reality
18. Internet of things
19. Automation
20. Troubleshooting
guides
Source:N. Patel, https://www.quicksprout.com/2016/08/31/top-35-blogging-ideas-that-are-guaranteed-to-be-popular/
21. Contests
22. Advice
23. Productivity tips
24. Travel
25. History
26. Funny stories
27. Parenting tips

21. What are you going to blog about?
30. Upcoming events
31. Internet stars
32. Tech support
33. Gift ideas
34. Best-ofs
35. Respond to readers
Source:N. Patel, https://www.quicksprout.com/2016/08/31/top-35-blogging-ideas-that-are-guaranteed-to-be-popular/
Short assignment:
Select the type of
your next blog post
from this list!

22. How to write a great piece of
content

23. Once upon a time...
Hack #1 of of content writing: Master the art of great first sentences
Hack #2 of of content writing: Teach yourself how to write short stories
You have to earn it, learn it, and practice it.

24. Hack #1: Great first sentences
Raising interest/curiosity: “When Hugh was in the fifth grade, his class took a field trip
to an Ethiopian slaughterhouse.”
A question: “If I could show you a way to slash your health insurance costs by 40% --
and still get top-quality care…would you be interested?”
Direct: “Here's what the experts say: ……. ”
A rapport: “If you're like I am, before you make a big decision you make sure you have
all the facts ……. ”
Source: http://www.businessknowhow.com/directmail/salesletters/leadin.htm
http://www.mobiloitte.com/blog/content-writing-course/?utm_campaign=Submission&utm_medium=Community&utm_source=GrowthHackers.com

25. Hack #1: Great first sentences
48 more great openers:
http://www.targetmarketingmag.com/article/48-idea-starters-direct-mail-letter-email-openers/all/

26. Hack #2: Teach yourself how to write short stories
How do you start?
Hack #3: All you have to do is write one true sen-tence (paragraph). Write the
truest sen-tence you know.
“Maybe you built a successful business that was taken down by someone else’s
stupid mistake. Maybe you bent over backwards to hold your marriage or dating
relationship together, and it still fell apart.”
Source: http://www.mobiloitte.com/blog/content-writing-course/?utm_campaign=Submission&utm_medium=Community&utm_source=GrowthHackers.com

27. Surprise assignment: Are you a
new Hemingway?
Check now.

28. Assignment instructions part 1
Instructions:
1. Go ahead and write a great first sentence.
a. Browse & review a list of great first sentences. Which one could fit to your
circumstances?
b. Find the hook. What really draws people? Sex? Violence? Strange circumstances?
Bizarre people? Surprising statements? Controversial positions? You must find out what
works for your audience.
c. Just write this go***mn sentence already.
d. Test it: Exchange with your colleague(s).
e. Reviewers: don’t be polite and say:”It’s good.”
i. If it doesn’t attract you immediately, tell it.
Source: http://www.mobiloitte.com/blog/content-writing-course/?utm_campaign=Submission&utm_medium=Community&utm_source=GrowthHackers.com

29. Assignment instructions part 2
Instructions:
1. Go ahead and write a great one true paragraph (e.g. about the problem your
business solves)
a. Just write this go***mn paragraph already.
b. Test it: Exchange with your colleague(s).
c. Reviewers: don’t be polite and say:”It’s good.”
i. If it doesn’t raise your interest, tell it.
Source: http://www.mobiloitte.com/blog/content-writing-course/?utm_campaign=Submission&utm_medium=Community&utm_source=GrowthHackers.com

30. Timing

31. Timing is everything (besides the content)

32. Tools that help you with
content writing

33. Tools for better writing
#1. Hemingway Editor
(for more readable texts)
#2. Google Docs (especially for team editing)
Source: https://www.bforblogging.com/content-writing-tools-to-write-a-blog-post

34. Tools for better writing
#3. Grammarly
(Yes, there is a better spell checker as
MsOffice’s out there)
Source: https://www.bforblogging.com/content-writing-tools-to-write-a-blog-post

35. Tools for better writing
+ 17 more tools for idea generation:
https://econsultancy.com/blog/66187-17-fantastically-useful-tools-for-cont
ent-writers-and-bloggers/
Source: https://econsultancy.com/blog/66187-17-fantastically-useful-tools-for-content-writers-and-bloggers/
Hidden
assignment: Go
and try some of
them. Right now.

36. Does my headline suck?
http://coschedule.com/headline-analyzer#

37. Bonus content writing hacks

38. Moar hacks!
17 Content Hacks Every Marketer Should Know to
Boost Blog Engagement Rates
Yet another
hidden
assignment: Go
and try some of
them. Right now.

39. Thanks for your
attention!

40. Are you interested in this project (enGAGING)?
1. Visit: www.engaging-project.eu or FB: https://www.facebook.com/EnGagingProject or Twitter
https://twitter.com/engagingproject
2. Subscribe to the newsletter on the project web page (now we have your
contact and we’ll spam you. Just kidding.)
3. Occasionally receive project newsletters (pretty boring, right?)
4. Wait for the invitation for self-assessment test (a little better, right?)
5. Wait for the online course about Gamification and Growth hacking (awesome,
right?)
6. Become gamifier and growth-hacker (mind blowing, right?)
yes
? no
Continue
with
pointless
browsing :)

41. About the author (Tomislav Rozman)
E-mail: tomislav.rozman@bicero.com
Web: www.bicero.com
LinkedIn: http://si.linkedin.com/in/tomislavrozman/
Twitter: https://twitter.com/tomirozman
FB: https://www.facebook.com/bicero
Slideshare: http://www.slideshare.net/tomirozman
Researchgate: https://www.researchgate.net/profile/Tomislav_Rozman
Google+: https://plus.google.com/u/0/105445660420799290456
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