How Great Content is Brand Building Hiten Shah hnshah@gmail.com - - PowerPoint PPT Presentation

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How Great Content is Brand Building Hiten Shah hnshah@gmail.com - - PowerPoint PPT Presentation

Jan 08, 2023 954 likes •1.62k views

How Great Content is Brand Building Hiten Shah hnshah@gmail.com 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

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How Great Content is Brand Building

Hiten Shah

hnshah@gmail.com

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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.

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WHO ARE YOUR CUSTOMERS?

Developers working at startups building SaaS products and mobile apps

CUSTOMER DISCOVERY AND PRODUCT VALIDATION
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They will adopt your tool and give you brutally honest feedback 🤕

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Where do developers hang out?

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Hackathons

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Developer Meetups

★ Meetup.com ★ Use it to find relevant

meetups in your area

★ You can also create your own

meetup(s)

★ Meetups are content too 📗
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Hacker News

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Stack Overflow

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GitHub

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Niche Websites, Communities and Publications

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With Each Other

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Share the details of what you're working on and why you’re working on it! 🤔

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Show HN: Codecademy.com, the easiest way to learn to code

★ Codecademy.com launch was on Hacker News with a post from the founder telling his story ★ “I've been a longtime member @ HN, but I haven't been a developer. In fact, my only HN submission has been one asking how to learn to code (hp:// news.ycombinator.com/item?id=820741). We decided to solve the problem by making a simple, interactive way to get started with Codecademy. We'd love your feedback. If you're interested in helping us to get more courses up (on any topic!), please send us an email at HN (at) codecademy.com."
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There is nothing more powerful than your

  • wn story 😁
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People ignore ads but they love great content.

They’ll even search for it!

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A search engine for finding content that’ll help you make beer content:

🚁

hitenism.com/search

Only includes search results from quicksprout.com, blog.crazyegg.com, blog.kissmetrics.com, neilpatel.com, and hitenism.com
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SIMPLE RULE OF MARKETING

Figure out what’s working. Do more of it.

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Figure out what’s working.

for others

Imitate it.

but don’t rip it

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Everything to do with content is publicly available and out there, so it can be measured. If you can measure it, you can reverse engineer it.

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Google Search Tools

★ google.com ★ Find content by using Google

Search Tools to limit your searches by time

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Buzzsumo Keyword Searches

★ buzzsumo.com ★ Find popular content to find
  • ut what’s worked and what

hasn’t for other companies

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Buzzsumo to Find Popular Content

★ buzzsumo.com ★ Find popular content on

digitalocean.com

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Buzzsumo to Find Popular Content

★ buzzsumo.com ★ Find popular content on

pagerduty.com

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Search Hacker News

★ hn.algolia.com ★ Find popular content on

Hacker News to get ideas for content and resources you can create

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What is your favorite YouTube channel for developers?

★ Found a big list of YouTube

channels that developers recommend

★ Got even more content ideas!
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SIMPLE RULE OF CONTENT

Easy to understand. Difficult to execute.

Quality + Quantity = EYEBALLS

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Why Quality and Quantity?!

★ Quality helps you build a brand, but quantity helps you learn what works. ★ You need to have quantity of content and traffic to start A/B testing. ★ Quantity is the only way to build up channels of traffic, like organic search. ★ By creating quality content at scale, you push yourself above 95% of content that’s
  • ut there.
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Early on, don’t waste time

  • n posts about your

company culture ⏳

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Content Production Pipeline

Identify Topics Pick a Single Topic Research Topic Create Content Review & Publish Promote & Distribute Track Performance Create Promote Grow

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Content Promotion and Distribution

Promote & Distribute Performance Promote

★ The biggest mistake people make is that they don’t

spend enough time and effort promoting their content.

★ Email relevant people about your content to let them

know about it so they read and promote it.

★ Create people-focused content such as interviews, case

studies, day-in-the-life projects to get shares more naturally.

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Pro Tip Repurposing your content is totally worth it 📛

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Social media helps you early on by building brand and links to your website

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Key Twier Insights From Our Research

★ Very, very few high traffic sites derive most of their traffic from Twier. ★ If you receive high Twier traffic it is because your users are active on Twier. ★ Twier may still be beneficial for other marketing purposes such as monitoring

public opinions of your site and engaging with influencers / tech early adopters.

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WHO ARE YOUR CUSTOMERS?

CTOs, VPs and Directors of IT / Technology / Engineering

REACHING PRODUCT/MARKET FIT AND GROWING REVENUE
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They want to make development faster

  • r cheaper and need

a dashboard for visibility 🤒

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What can you create to aract them?

🏣 💱 🚁

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An enterprise-grade product

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An enterprise sales team

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Whitepapers

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Webinars

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Events

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Content marketing helps you get to enterprise customers 🚁

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Organic Search remains the TOP traffic source for websites

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Content Links

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A Few Caveats on Traffic Sources

★ Direct traffic is basically unaributable. ★ It could be from social networks, email links, mobile devices or any number of
  • ther sources. Direct traffic lessens with more visits, probably because blogs with

more visits start to use more sophisticated tools to measure traffic.

★ Social traffic looks low and is difficult to pin down because it oen gets labeled as

direct traffic.

★ A lot of mobile phone apps, for example, don’t track the referral website.
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Traffic sources for blogs with less than 150k visits in 2015

1%

21% 19% 54%

4%

15% 10% 15% 19% 18% 24%

3% 1% 7%

19% 27% 44% 21%

2%

21% 19% 26% 11%

A B C D

BRAND PERSONAL SOFTWARE PODCAST

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Blogs with less than 150k visits…

★ In the early days of your blog, think about SEO, but focus on producing high-quality
  • content. Organic search was only a massive source of traffic for the soware blog.

There’s a tension between search and quality, and when people focus on SEO early on, quality tends to drop.

★ A high percentage of direct traffic at this stage is a signal of quality. Though direct

traffic could mean a number of different things, a high percentage this early signals that you’re doing a good job of spreading brand awareness.

★ This bucket of traffic has the highest percentage of social traffic compared to blogs

with higher volume. Before your content is fully indexed by search engines, social is a key channel for distribution.

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Traffic sources for blogs with 150k - 600k visits in 2015

2% 1%

20% 34% 37%

7%

13%

3% 5%

7% 11% 60% 46%

4% 7% 14%

20%

9% 2% 2%

11% 85%

A B C D

PERSONAL SOFTWARE CONSUMER SOFTWARE

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Blogs with 150k - 600k visits…

★ By this stage, organic search is already the largest traffic source for both soware
  • blogs. Visitors use organic search to either search for branded keywords, like a

company name, or for a solution to a problem.

★ Consumers (and everyone else) love and rely on email. Blog C has a massively high

percentage of traffic through email, larger than any of the other blogs.

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Blended Breakdown of Traffic Sources

9% 4%

11% 13% 22%

41%

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Key SEO Insights From Our Research

★ SEO consistently leads to high traffic websites ★ If you can get SEO traffic above 50% - 60% it is very likely all of your other channels

including social and referrals will also have high traffic

★ NOT all sites can be SEO driven, news sites and buzzfeed type sites in particular need

social traffic

★ Unless you are a site mentioned previously, the best path to success is to focus solely
  • n SEO traffic
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Search Traffic Examples

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TLDR; Search traffic requires a maniacal focus on high quality content, user experience and creativity.

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The art of marketing is to create better content. The science helps you measure its performance.

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Find pages with high traffic and high bounce rate

HTTP://GOOGLE.COM/ANALYTICS
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Find pages with high traffic and low conversion rate

HTTP://UNBOUNCE.COM
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Find sources with high traffic and low conversion rate

HTTP://HUBSPOT.COM
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Increase Conversions

By A/B Testing

Do a Happy Dance

But Watch it Closely

Get More Traffic

So You Can Start A/B Testing

Get More Traffic

So You Can Do a Happy Dance High Traffic Low Traffic High Conversions Low Conversions

How To Figure Out What To Improve

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Hiten Shah

hnshah@gmail.com @hnshah

How can I help you?