500 Startups Marketing Hell Week -- Content Marketing with Susan Su
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CONTENT MARKETING 4 STARTUPS
Transcript of 500 Startups Marketing Hell Week -- Content Marketing with Susan Su
CONTENT MARKETING4 STARTUPS
ABOUT SUSAN
@susanfsu | [email protected]
THERE’S NO SUCH THING AS FREE TRAFFIC.
YOU EITHER PAY WITH $$
@susanfsu | [email protected]
OR WITH TIME
CONTENT
Blog postVideo
InfographicWebinar
Web series / showSlide deck
CoursePodcast
Research reportWhite paper
Case studyYour own magazine
Your own book
Company blogPersonal blogAffiliate blogTrade magazineAmazonMedium QuoraYouTubeFacebookEmail
DISTRO CHANNELS
@susanfsu | [email protected]
● Owned platform / center of gravity● Not just brand awareness but demand generation● Long form / depth vs. short form● Further along in conversion funnel
CONTENT helps with all of these:
Acquisition -> lead nurturing -> conversion ->engagement/retention -> upsell -> net promoter
CONTENT vs SOCIAL
@susanfsu | [email protected]
COLUMNIZE AND GET MILEAGE.
CONTENT X-IN-1
1. Blog post2. Slideshare3. Video4. Podcast or audio5. Infographic6. Social ‘Card’7. Content Snippets8. Many MOAR…
NOT ALL METRICS ARE CREATED EQUAL.
SOURCING
BuzzsumoKeyword planner / keyword toolsMozRedditTwitter advanced search
CREATE CONTENT THAT PEOPLE ARE ALREADY LOOKING FOR (IT’S NOT ABOUT YOU)
CONTENT MARKETING & SEO
Content marketing = great for SEO?
Duplicate content --> higher authority site gets cred
Use the words your audience uses (and searches)
Tags & link out!
THOUGHT LEADERSHIP1. Take a stand on a controversial issue2. Make a prediction related to your marketplace3. Industry trends commentary4. Side by side comparison of companies that are in a lateral or complementary category
SOLVING CUSTOMER PROBLEMS5. How to6. Case study7. 7 ways to solve X8. Mythbusting
SOCIAL PROOF9. Inspirational success story
BELONGING 10. What they don’t want you to know11. 7 under the radar ways to [ACHIEVE X] we learned from interviewing top performers
CULTURE AND VALUES12. Small town hero story13. What we’re NOT14. Feature the team15. Our stand on X (current event — moral stand / ideals)
COMPETITORS16. Interview a competitor17. Analyze a competitor campaign18. Comparison chart @susanfsu |
YOUR TURN
