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The	
  Five	
  W’s	
  of	
  B2B	
  
Content	
  Marke6ng	
  
!
Weapons	
  of	
  Mass	
  Distribu1on	
  2014	
  
!
!
!
Hiten	
  Shah	
  hnshah@gmail.com	
  
!
!
Get	
  the	
  slides:	
  h<p://kiss.ly/hitenwmd14
@HNSHAH
@HNSHAH
@HNSHAH
Content	
  Marke6ng
Why	
  should	
  we	
  do	
  it?@HNSHAH
[500DISTRO] Making Business Go BOOM: The 5 W's of B2B Content Marketing
There’s	
  already	
  a	
  ton	
  of	
  
content	
  about	
  content	
  
marke6ng.	
  
!
I’m	
  going	
  to	
  share	
  what	
  I	
  think	
  
is	
  the	
  best	
  of	
  the	
  best.
@HNSHAH
h<p://kiss.ly/readmore
Pro	
  Tip:	
  
Click	
  the	
  links	
  or	
  enter	
  the	
  URL	
  
in	
  your	
  browser	
  to	
  read	
  more	
  
content	
  from	
  the	
  source.
@HNSHAH
Why h<p://kiss.ly/contentstats
People	
  spend	
  more	
  than	
  50%	
  
of	
  their	
  6me	
  online	
  looking	
  at	
  
content.
@HNSHAH
Why
91%	
  of	
  B2B	
  marketers	
  use	
  
content	
  marke6ng.
@HNSHAH
h<p://kiss.ly/contentstats
Because…
Why
DISTRIBUTION!!!	
  
!
Scalable.	
  	
  
Costs	
  less.	
  
Repeatable.
@HNSHAH
h<p://kiss.ly/contentstats
Why h<p://KISSmetrics.com
Return	
  visitors	
  have	
  a	
  3x	
  higher	
  sign	
  up	
  rate
@HNSHAH
Why
Content	
  marke6ng	
  costs	
  62%	
  
less	
  than	
  tradi6onal	
  marke6ng	
  
and	
  generates	
  about	
  3	
  6mes	
  
as	
  many	
  leads.
@HNSHAH
h<p://kiss.ly/contentstats
But…
Why
Only	
  32%	
  of	
  marketers	
  say	
  
they	
  are	
  effec6vely	
  execu6ng	
  
enough	
  content.
@HNSHAH
h<p://kiss.ly/contentstats
Why h<p://kiss.ly/contentreport
What	
  makes	
  content	
  marke6ng	
  effec6ve?
@HNSHAH
Who	
  will	
  we	
  write	
  for?	
  
!
What	
  will	
  we	
  write	
  about?	
  
!
When	
  will	
  we	
  post?	
  
!
Where	
  will	
  we	
  socialize?
@HNSHAH
Who	
  will	
  we	
  write	
  for?	
  
!
What	
  will	
  we	
  write	
  about?	
  
!
When	
  will	
  we	
  post?	
  
!
Where	
  will	
  we	
  socialize?
@HNSHAH
Who h<p://kiss.ly/guestblogging
Test	
  and	
  target	
  different	
  
audiences	
  by	
  wri6ng	
  guest	
  
posts	
  for	
  other	
  people’s	
  blogs.
@HNSHAH
Making	
  guest	
  blogging	
  effec6ve
Who
✓	
  Target	
  publica1ons	
  based	
  on	
  their	
  exis1ng	
  audience	
  
✓	
  Choose	
  topics	
  by	
  analyzing	
  exis1ng	
  posts	
  	
  
✓	
  Read,	
  analyze	
  and	
  respond	
  to	
  comments	
  
✓	
  Track	
  traffic	
  and	
  conversions	
  from	
  each	
  guest	
  post	
  
✓	
  Monitor	
  social	
  media	
  men1ons	
  and	
  engagement
@HNSHAH
h<p://kiss.ly/guestblogging
Who h<p://kiss.ly/cmmanifesto
Rand	
  Fishkin’s	
  Content	
  Manifesto	
  from	
  2012
@HNSHAH
Who h<p://qualaroo.com
Ask	
  readers	
  about	
  themselves
@HNSHAH
Who h<p://qualaroo.com
Ask	
  readers	
  about	
  themselves
@HNSHAH
Who h<p://KISSmetrics.com
@HNSHAH
Who	
  will	
  we	
  write	
  for?	
  
!
What	
  will	
  we	
  write	
  about?	
  
!
When	
  will	
  we	
  post?	
  
!
Where	
  will	
  we	
  socialize?
@HNSHAH
What h<p://kiss.ly/headlineformula
8	
  out	
  of	
  10	
  people	
  will	
  read	
  
your	
  headline,	
  but	
  only	
  2	
  out	
  
of	
  10	
  people	
  will	
  read	
  the	
  rest	
  
of	
  your	
  post.
@HNSHAH
What h<p://kiss.ly/getread
Create	
  a	
  conversa6on	
  by	
  using	
  
the	
  words	
  “you”	
  and	
  “I”	
  within	
  
your	
  posts.
@HNSHAH
✓	
  Click-­‐throughs	
  increase	
  with	
  numbers	
  and	
  nega1ve	
  words	
  	
  
✓	
  Keep	
  them	
  under	
  65	
  characters	
  to	
  ensure	
  search	
  visibility	
  
✓	
  Make	
  the	
  headline	
  specific	
  and	
  match	
  the	
  content	
  	
  
✓	
  Odd	
  numbers	
  perform	
  beRer	
  than	
  even	
  ones	
  
✓	
  Aim	
  for	
  the	
  headline	
  to	
  have	
  six	
  words	
  in	
  it	
  
✓	
  Avoid	
  words	
  that	
  have	
  mul1ple	
  meanings	
  
✓	
  Include	
  power	
  verbs	
  and	
  interes1ng	
  adjec1ves
Tips	
  For	
  Your	
  Headlines
h<p://kiss.ly/headlineformulaWhat@HNSHAH
Power	
  verbs
h<p://kiss.ly/powerverbsWhat@HNSHAH
Imagine	
  yourself	
  as	
  a	
  blogging	
  commander,	
  
en6cing	
  to	
  swie	
  ac6on	
  with	
  asser6veness.	
  
Start	
  6tles	
  with	
  ac6onable	
  verbs	
  like	
  “Read,”	
  
“Download”	
  or	
  “Learn”.	
  	
  Ac6onable	
  verbs	
  
can	
  be	
  visualized	
  and	
  acted	
  upon	
  easily.
Interes6ng	
  adjec6ves
h<p://kiss.ly/headlineformulaWhat@HNSHAH
A	
  perfect	
  example	
  of	
  ideal	
  Content	
  Marke6ng
Five	
  Shocking	
  Facts	
  That	
  Will	
  Change	
  
Your	
  En6re	
  Approach	
  to	
  Social	
  Media
h<p://kiss.ly/5socialHeadline	
  Example@HNSHAH
✓	
  Click-­‐throughs	
  increase	
  with	
  numbers	
  and	
  nega1ve	
  words	
  	
  
✓	
  Keep	
  them	
  under	
  65	
  characters	
  to	
  ensure	
  search	
  visibility	
  
✓	
  Make	
  the	
  headline	
  specific	
  and	
  match	
  the	
  content	
  	
  
✓	
  Odd	
  numbers	
  perform	
  beRer	
  than	
  even	
  ones	
  
✓	
  Aim	
  for	
  the	
  headline	
  to	
  have	
  six	
  words	
  in	
  it	
  
✓	
  Avoid	
  words	
  that	
  have	
  mul1ple	
  meanings	
  
✓	
  Include	
  power	
  verbs	
  and	
  interes1ng	
  adjec1ves
Tips For Your Headlines
h<p://kiss.ly/5socialWhat@HNSHAH
Five	
  Shocking	
  Facts	
  That	
  Will	
  Change	
  
Your	
  En6re	
  Approach	
  to	
  Social	
  Media
5/7
Start	
  with	
  what’s	
  already	
  working
h<p://quicksprout.comWhat@HNSHAH
Social	
  media	
  shares	
  tell	
  all
h<p://quicksprout.comWhat@HNSHAH
Discover	
  what	
  posts	
  are	
  popular
h<p://quicksprout.comWhat@HNSHAH
Discover	
  what	
  posts	
  are	
  popular
h<p://quicksprout.comWhat@HNSHAH
h<p://kiss.ly/kmblogcontentWhat@HNSHAH
He	
  does	
  what	
  he	
  feels	
  is	
  best	
  for	
  
the	
  KISSmetrics	
  community.	
  And	
  it	
  
shouldn’t	
  be	
  any	
  other	
  way.	
  
!
Neil	
  Patel
h<p://kiss.ly/kmblogcontentWhat@HNSHAH
Who	
  will	
  we	
  write	
  for?	
  
!
What	
  will	
  we	
  write	
  about?	
  
!
When	
  will	
  we	
  post?	
  
!
Where	
  will	
  we	
  socialize?
@HNSHAH
When h<p://kiss.ly/pos6ngscience
It	
  depends.
@HNSHAH
Tips	
  To	
  Learn	
  When	
  to	
  Post
When
✓	
  Start	
  by	
  deconstruc1ng	
  other	
  people’s	
  content	
  schedules	
  
✓	
  Know	
  when	
  people	
  are	
  online	
  using	
  signup	
  1me	
  data	
  
✓	
  Use	
  analy1cs	
  to	
  discover	
  when	
  you	
  get	
  the	
  most	
  visitors	
  
✓	
  Learn	
  by	
  sharing	
  the	
  same	
  thing	
  on	
  different	
  days	
  /	
  1mes	
  
✓	
  Social	
  networks	
  keep	
  changing,	
  so	
  con1nuously	
  test	
  ideas
@HNSHAH
When
Your	
  mix	
  of	
  followers,	
  traffic	
  
and	
  content	
  are	
  unique.	
  
!
What	
  works	
  for	
  others	
  won’t	
  
necessarily	
  work	
  for	
  you.
@HNSHAH
When
People	
  don’t	
  get	
  bored	
  when	
  
sharing,	
  reading	
  and	
  learning	
  
from	
  high	
  quality	
  content.
@HNSHAH
Who	
  will	
  we	
  write	
  for?	
  
!
What	
  will	
  we	
  write	
  about?	
  
!
When	
  will	
  we	
  post?	
  
!
Where	
  will	
  we	
  socialize?
@HNSHAH
Know	
  what	
  words	
  get	
  shared	
  via	
  social	
  media
Where h<p://kiss.ly/sharedwords
@HNSHAH
Facebook	
  and	
  Google+	
  are	
  surprisingly	
  home-­‐oriented,	
  with	
  top	
  words	
  
like	
  ‘recipe’	
  and	
  ‘homemade.’	
  TwiRer	
  tends	
  to	
  be	
  more	
  business	
  and	
  
technology	
  focused.
Where h<p://kiss.ly/scrapeblog
If	
  you	
  just	
  make	
  a	
  few	
  small	
  
changes,	
  you	
  can	
  drama6cally	
  
increase	
  social	
  sharing	
  for	
  your	
  
posts.
@HNSHAH
1.	
  List	
  Posts	
  Are	
  Huge	
  
2.	
  Use	
  ‘You’	
  &	
  ‘Your’	
  A	
  Lot	
  
3.	
  Help	
  Your	
  Readers	
  Imagine	
  A	
  BeRer	
  Life	
  
4.	
  List-­‐posts	
  Do	
  Best	
  On	
  Facebook,	
  TwiRer,	
  and	
  LinkedIn	
  
5.	
  Video	
  Is	
  Most	
  Popular	
  On	
  Facebook	
  
6.	
  Customize	
  Headlines	
  For	
  Each	
  Social	
  Network	
  
7.	
  Pinterest	
  Offers	
  HUGE	
  Shares	
  
8.	
  At	
  The	
  End	
  Of	
  The	
  Day,	
  It’s	
  Hard	
  To	
  Beat	
  Facebook	
  
9.	
  Emo1onal	
  Headlines	
  Get	
  Shared	
  More
9	
  data	
  driven	
  takeaways	
  for	
  OkDork.com
h<p://kiss.ly/scrapeblogWhere@HNSHAH
My	
  Opinion@HNSHAH
Content	
  Marke6ng	
  and	
  
Freemium	
  are	
  the	
  best	
  B2B	
  
strategies	
  that	
  keep	
  on	
  giving.
Hiten	
  Shah	
  
hnshah@gmail.com	
  
@hnshah	
  
!
How	
  can	
  I	
  help	
  you?
Get	
  the	
  slides:	
  hIp://kiss.ly/hitenwmd14

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[500DISTRO] Making Business Go BOOM: The 5 W's of B2B Content Marketing

  • 1. The  Five  W’s  of  B2B   Content  Marke6ng   ! Weapons  of  Mass  Distribu1on  2014   ! ! ! Hiten  Shah  hnshah@gmail.com   ! ! Get  the  slides:  h<p://kiss.ly/hitenwmd14 @HNSHAH
  • 4. Content  Marke6ng Why  should  we  do  it?@HNSHAH
  • 6. There’s  already  a  ton  of   content  about  content   marke6ng.   ! I’m  going  to  share  what  I  think   is  the  best  of  the  best. @HNSHAH
  • 7. h<p://kiss.ly/readmore Pro  Tip:   Click  the  links  or  enter  the  URL   in  your  browser  to  read  more   content  from  the  source. @HNSHAH
  • 8. Why h<p://kiss.ly/contentstats People  spend  more  than  50%   of  their  6me  online  looking  at   content. @HNSHAH
  • 9. Why 91%  of  B2B  marketers  use   content  marke6ng. @HNSHAH h<p://kiss.ly/contentstats
  • 10. Because… Why DISTRIBUTION!!!   ! Scalable.     Costs  less.   Repeatable. @HNSHAH h<p://kiss.ly/contentstats
  • 11. Why h<p://KISSmetrics.com Return  visitors  have  a  3x  higher  sign  up  rate @HNSHAH
  • 12. Why Content  marke6ng  costs  62%   less  than  tradi6onal  marke6ng   and  generates  about  3  6mes   as  many  leads. @HNSHAH h<p://kiss.ly/contentstats
  • 13. But… Why Only  32%  of  marketers  say   they  are  effec6vely  execu6ng   enough  content. @HNSHAH h<p://kiss.ly/contentstats
  • 14. Why h<p://kiss.ly/contentreport What  makes  content  marke6ng  effec6ve? @HNSHAH
  • 15. Who  will  we  write  for?   ! What  will  we  write  about?   ! When  will  we  post?   ! Where  will  we  socialize? @HNSHAH
  • 16. Who  will  we  write  for?   ! What  will  we  write  about?   ! When  will  we  post?   ! Where  will  we  socialize? @HNSHAH
  • 17. Who h<p://kiss.ly/guestblogging Test  and  target  different   audiences  by  wri6ng  guest   posts  for  other  people’s  blogs. @HNSHAH
  • 18. Making  guest  blogging  effec6ve Who ✓  Target  publica1ons  based  on  their  exis1ng  audience   ✓  Choose  topics  by  analyzing  exis1ng  posts     ✓  Read,  analyze  and  respond  to  comments   ✓  Track  traffic  and  conversions  from  each  guest  post   ✓  Monitor  social  media  men1ons  and  engagement @HNSHAH h<p://kiss.ly/guestblogging
  • 19. Who h<p://kiss.ly/cmmanifesto Rand  Fishkin’s  Content  Manifesto  from  2012 @HNSHAH
  • 20. Who h<p://qualaroo.com Ask  readers  about  themselves @HNSHAH
  • 21. Who h<p://qualaroo.com Ask  readers  about  themselves @HNSHAH
  • 23. Who  will  we  write  for?   ! What  will  we  write  about?   ! When  will  we  post?   ! Where  will  we  socialize? @HNSHAH
  • 24. What h<p://kiss.ly/headlineformula 8  out  of  10  people  will  read   your  headline,  but  only  2  out   of  10  people  will  read  the  rest   of  your  post. @HNSHAH
  • 25. What h<p://kiss.ly/getread Create  a  conversa6on  by  using   the  words  “you”  and  “I”  within   your  posts. @HNSHAH
  • 26. ✓  Click-­‐throughs  increase  with  numbers  and  nega1ve  words     ✓  Keep  them  under  65  characters  to  ensure  search  visibility   ✓  Make  the  headline  specific  and  match  the  content     ✓  Odd  numbers  perform  beRer  than  even  ones   ✓  Aim  for  the  headline  to  have  six  words  in  it   ✓  Avoid  words  that  have  mul1ple  meanings   ✓  Include  power  verbs  and  interes1ng  adjec1ves Tips  For  Your  Headlines h<p://kiss.ly/headlineformulaWhat@HNSHAH
  • 27. Power  verbs h<p://kiss.ly/powerverbsWhat@HNSHAH Imagine  yourself  as  a  blogging  commander,   en6cing  to  swie  ac6on  with  asser6veness.   Start  6tles  with  ac6onable  verbs  like  “Read,”   “Download”  or  “Learn”.    Ac6onable  verbs   can  be  visualized  and  acted  upon  easily.
  • 29. A  perfect  example  of  ideal  Content  Marke6ng Five  Shocking  Facts  That  Will  Change   Your  En6re  Approach  to  Social  Media h<p://kiss.ly/5socialHeadline  Example@HNSHAH
  • 30. ✓  Click-­‐throughs  increase  with  numbers  and  nega1ve  words     ✓  Keep  them  under  65  characters  to  ensure  search  visibility   ✓  Make  the  headline  specific  and  match  the  content     ✓  Odd  numbers  perform  beRer  than  even  ones   ✓  Aim  for  the  headline  to  have  six  words  in  it   ✓  Avoid  words  that  have  mul1ple  meanings   ✓  Include  power  verbs  and  interes1ng  adjec1ves Tips For Your Headlines h<p://kiss.ly/5socialWhat@HNSHAH Five  Shocking  Facts  That  Will  Change   Your  En6re  Approach  to  Social  Media 5/7
  • 31. Start  with  what’s  already  working h<p://quicksprout.comWhat@HNSHAH
  • 32. Social  media  shares  tell  all h<p://quicksprout.comWhat@HNSHAH
  • 33. Discover  what  posts  are  popular h<p://quicksprout.comWhat@HNSHAH
  • 34. Discover  what  posts  are  popular h<p://quicksprout.comWhat@HNSHAH
  • 36. He  does  what  he  feels  is  best  for   the  KISSmetrics  community.  And  it   shouldn’t  be  any  other  way.   ! Neil  Patel h<p://kiss.ly/kmblogcontentWhat@HNSHAH
  • 37. Who  will  we  write  for?   ! What  will  we  write  about?   ! When  will  we  post?   ! Where  will  we  socialize? @HNSHAH
  • 39. Tips  To  Learn  When  to  Post When ✓  Start  by  deconstruc1ng  other  people’s  content  schedules   ✓  Know  when  people  are  online  using  signup  1me  data   ✓  Use  analy1cs  to  discover  when  you  get  the  most  visitors   ✓  Learn  by  sharing  the  same  thing  on  different  days  /  1mes   ✓  Social  networks  keep  changing,  so  con1nuously  test  ideas @HNSHAH
  • 40. When Your  mix  of  followers,  traffic   and  content  are  unique.   ! What  works  for  others  won’t   necessarily  work  for  you. @HNSHAH
  • 41. When People  don’t  get  bored  when   sharing,  reading  and  learning   from  high  quality  content. @HNSHAH
  • 42. Who  will  we  write  for?   ! What  will  we  write  about?   ! When  will  we  post?   ! Where  will  we  socialize? @HNSHAH
  • 43. Know  what  words  get  shared  via  social  media Where h<p://kiss.ly/sharedwords @HNSHAH Facebook  and  Google+  are  surprisingly  home-­‐oriented,  with  top  words   like  ‘recipe’  and  ‘homemade.’  TwiRer  tends  to  be  more  business  and   technology  focused.
  • 44. Where h<p://kiss.ly/scrapeblog If  you  just  make  a  few  small   changes,  you  can  drama6cally   increase  social  sharing  for  your   posts. @HNSHAH
  • 45. 1.  List  Posts  Are  Huge   2.  Use  ‘You’  &  ‘Your’  A  Lot   3.  Help  Your  Readers  Imagine  A  BeRer  Life   4.  List-­‐posts  Do  Best  On  Facebook,  TwiRer,  and  LinkedIn   5.  Video  Is  Most  Popular  On  Facebook   6.  Customize  Headlines  For  Each  Social  Network   7.  Pinterest  Offers  HUGE  Shares   8.  At  The  End  Of  The  Day,  It’s  Hard  To  Beat  Facebook   9.  Emo1onal  Headlines  Get  Shared  More 9  data  driven  takeaways  for  OkDork.com h<p://kiss.ly/scrapeblogWhere@HNSHAH
  • 46. My  Opinion@HNSHAH Content  Marke6ng  and   Freemium  are  the  best  B2B   strategies  that  keep  on  giving.
  • 47. Hiten  Shah   hnshah@gmail.com   @hnshah   ! How  can  I  help  you? Get  the  slides:  hIp://kiss.ly/hitenwmd14