The Science of Content

Transcription

1 The Science of Content

2 About Me COMPANY Codenvy Founder: 2012 HQ: San Francisco, CA 50 Employees, based in 3 countries 125,000 USERS Over 55 countries 25 of the Fortune 100 Largest day: 4000 concurrent developers Most users acquired through word of mouth We rarely tweet or post socially CAREER Toba Capital BOD: Sauce Labs, WSO2, Exo Platform, Shift Invest: JRebel, Cloudant, AppHarbor, InfoQ COO: TMC, publishers of TheServerSide.com BEA: Chief Evangelist CONTENT 15 Courses, 7000 hours of ILT for Java Author: 3 Books (Oreilly, Wrox) on Java BEA Blog: 200K monthly visitors

3 What is: CONTENT? Valuable and Relevant Information for an Audience Valuable Informative Reusable Quotable Educational Relevant Current Topical Related Audience Purchaser Influencer User Investor Competitor

4 Content Types % of Usage by Business Content Marketing Institute, 2013

5 Functions that Produce Content LOGO Product Marketing Purpose: Resources for Sales, Prospects and Customers. Justification: Cost of doing business. What: Demos, White Papers, Data Sheet, Overview Presentation, ROI Calculator, Infographic, Case Studies Communications / AR / PR 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 Content Marketing 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,

6 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 # of leads Improve conversion rates Increases LTV (Training) Increases initial deal size Reduces churn rate

7 Why Companies Use Content Marketing

8 Max Consumption of CONTENT 1 Piece of Content Going Viral Emotional Brilliant, Funny, Entertaining Timed to a Current Trend Injected into a Dialogue Library of Layered Content Systematic Predictable New Content Increases Value of Old There is a quality vs. quantity trade off.

9 Content Frequency But most professionals say 1-3x / week of relevant content is better.

10 Thematic Relevance Content 1 Content 2 CROSS-LINK VALUE Content that is thematically related increases value of all content.

11 METHODOLODY Content Cycle of Production Content Recurring processes around content increase its value.

12 Content Effectiveness Concentrate on the types of high impact content that comes easy to you.

13 Content Cycle E d i t o r Author Graphics + Web Editorial Committee Editorial Reviews Outside Experts Grammar Check Technical Verify Promotion Content Distribution Link Building SEO Track & Optimize 2 Content Authoring 3 4 Graphics Images Tables / Data Iconography Asset Creation Web Video PDF 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.

14 Distribute Through Channels Distribute through different channels at different times for highest impact.

15 Develop a Channel Plan

16 The Path to Content Marketing 1 2 Set Objectives Clearly define measurable goals of what your company wants to accomplish with content marketing. Define the Audience What is your audience interested in? What do they READ, WATCH, ATTEND and LISTEN to? 3 Create a Content Plan Assess and leverage existing materials. Review competitors to see what they are saying. Determine manpower. Create a CONTENT CALENDAR. 4 Define Tactics & Create Content Choose your content types, distribution channels, and promotion strategy. 5 Test & Analyze Always TRACK & REVIEW ANALYTICS to measure your response, then refine your content based on findings.

17 Some Great Content Stories C4Media, Publishers of InfoQ, QCon Purpose: 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 Rebel Labs, a Division of ZeroTurnaround 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. Cloudant