Codenvy's Tyler Jewell on Developer Content Marketing
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Transcript of Codenvy's Tyler Jewell on Developer Content Marketing
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The Science of Content Marketing
@TylerJewell
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About Me
125,000 USERSOver 55 countries25 of the Fortune 100Largest day: 4000 concurrent developersMost users acquired through word of mouthWe rarely tweet or post socially
CAREERPartner @ Toba CapitalBOD: Sauce Labs, WSO2, Exo Platform, ShiftInvest: JRebel, Cloudant, AppHarbor, InfoQCOO: TMC, publishers of TheServerSide.comBEA: Chief Evangelist
COMPANYCodenvy Founder: 2012HQ: San Francisco, CA50 Employees, based in 3 countries
CONTENT15 Courses, 7000 hours of ILT for JavaAuthor: 3 Books (Oreilly, Wrox) on JavaBEA Blog: 200K monthly visitors
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What is:
CONTENT?Valuable and Relevant Information for an Audience
Valuable Relevant
CurrentTopicalRelated
Audience
PurchaserInfluencerUserInvestorCompetitor
InformativeReusableQuotableEducational
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Content Types% of Usage by Business
C o n t e n t M a r k e t i n g I n s t i t u t e , 2 0 1 3
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Functions that Produce
Content
Content Marketing
Communications / AR / PR
LOGO Product MarketingPurpose: Resources for Sales, Prospects and Customers.
Justification: Cost of doing business.
What: Demos, White Papers, Data Sheet, Overview Presentation, ROI Calculator, Infographic, Case Studies
Purpose: Branding; Defining the Market; Setting Competitive Battle Lines.
Justification: Increase Addressable Market.
What: PR, Product Releases, Partner Marketing, Vision, Boilerplate, Investor & Customer Annual Update
Purpose: Attract, acquire and retain a targeted audience.
Justification: Increase leads, lower the CAC, and reduce churn rate.
What: Blogs, articles, videos, webinars, podcasting, Q&A sites, ebooks, forums, infographics, surveys, email
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What is:
CONTENT MARKETING?A marketing discipline for creating & distributing content to attract, acquire, and retain a targeted audience with the objective of driving profitable customer action.
Lowers the CAC (Awareness)
Increases LTV(Training)Increases initial deal sizeReduces churn rate
Increases # of leadsImprove conversion rates
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Why Companies Use Content Marketing
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Max Consumption of
CONTENT
1 Piece of Content Going ViralEmotional
Brilliant, Funny, EntertainingTimed to a Current TrendInjected into a Dialogue
Library of Layered ContentSystematicPredictable
New Content Increases Value of Old
There is a quality vs. quantity trade off.
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Content Frequency
But most professionals say 1-3x / week of relevant content is better.http://www.iwantclarity.com/over-blogging/
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Thematic Relevance
Con ten t 1 Con ten t 2
CROSS-LINK VALUE
Content that is thematically related increases value of all content.
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Cycle of Production
METHODOLODY
Content Content
Recurring processes around content increase its value.
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Content Effectiveness
Concentrate on the types of high impact content that comes easy to you.
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Content Cycle
Editorial Committee
E d i t o r Author Graphics + Web
1Content Authoring2
5
Graphics3ImagesTables / DataIconography
Track & Optimize6
Most effort goes to the content cycle process, not the authoring.
Net: Content reuse of a single asset is the lowest hanging fruit for lead gen.
Asset Creation4WebVideoPDF
Editorial Reviews3Outside ExpertsGrammar CheckTechnical Verify
PromotionContent DistributionLink BuildingSEO
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Distribute Through Channels
Distribute through different channels at different times for highest impact.
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Develop a Channel Plan
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The Path toContent
Marketing
Set ObjectivesClearly define measurable goals of what your company wants to accomplish with content marketing.
1
Define the AudienceWhat is your audience interested in? What do they READ, WATCH, ATTEND and LISTEN to?
2
Create a Content PlanAssess and leverage existing materials. Review competitors to see what they are saying. Determine manpower. Create a CONTENT CALENDAR.
Define Tactics & Create ContentChoose your content types, distribution channels, and promotion strategy.
Test & AnalyzeAlways TRACK & REVIEW ANALYTICS to measure your response, then refine your content based on findings.
3
4
5
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Some Great Content
Stories
Cloudant
Rebel Labs, a Division of ZeroTurnaround
C4Media, Publishers of InfoQ, QConPurpose: Facilitate the spread of knowledge and innovation in professional software development
Audience: Senior technology leaders and practitioners, architects, and agile coaches
Content Types: Articles, Editorialized News, Videos, Presentations, eBooks, Research
Model: Started with $150K, all editorial is contracted, contractors gain a share of revenues, now with 1M monthly uniques
Purpose: Drive awareness of ZT and create inbound activity for lead and opportunity generation
Audience: JVM developers, senior architects, team leads, and project managers
Content Types: Weekly Blogs, Bi-monthly Reports (free HTML + gated PDFs) and Annual Surveys (HTML + gated PDFs)
Model: 80% of traffic organic, search or direct! Started in 2013, now 55% of company traffic. 10K+ subscribers.