SalesLab.Outsource. Екатерина Абросимова "Как мы создаем контент и почему он генерирует продажи?"

Екатерина Абросимова
@kateabrosimova
Content Marketer and Tech Journalist at Yalantis
Как мы создаем контент и почему он
генерирует продажи?

Content in the currency that rules the
Internet.

Brand
development
Revenue Expertize Growth
Personal and
business evolution
Why is content important?

Small businesses that blog get
126% more lead growth than
small businesses that do not
blog.
– Kevin Ehlinger
CEO at ThinkCreative

These Startups’ Blogs Rock
Freshbooks
Unbounce
Moz
HowAboutWe
99U
KISSmetrics
Shopify
Clarity
Buffer
HubSpot

According to the Content
Marketing Institute, 70% of
people would rather learn
about a company via an article
than an ad.
From “Content Marketing Revolution”
by Alexander Jutkowitz
at Hbr.org

Is this is how content works?
You make
content.
People click.
You get the
revenue.

How it really works:
You make content. People click.
If they like it, they
remember.
When they need
your product, they
come back.
You build
relationships
through social
media, email, RSS...
When they see
more content, they
will visit again.

Why does content bring revenue?
Content builds relationships.
Relationships are built on trust.
Trust drives revenue.
– Andrew Davis.
Marketing Speaker & Best-Selling Author
But only if your content is good enough for people
to remember, share, and follow.

What’s the ROI on content marketing?
(Revenue Generated – Cost of Content Marketing) /
Cost of Content Marketing = ROI
You should gauge the impact of your content marketing
efforts on branding and the impact of branding on sales.

Brand publishing encourages companies to mine
internal intellectual resources.
This is when expertise starts pouring in.

Expertise creates added value
You need the added value in order to grow.

How does content lead to growth?
You start growing when your
added value becomes tasty.
Expertise is a vitamin.
But it should look like a
candy for people to swallow.

Personal and business evolution

Content lets you evolve from a company that
makes things to a company that produces
ideas.

Armed with quality content, companies and
people behind them can become thought
leaders, innovators, and experts.

By trial and error
What we learned creating content

We learned that one needs 3 main things
to make content work
1. Time to test and measure.
2. Continuous effort of the whole team.
3. Content marketing strategy.

3 months after we started creating content

30k monthly visits
100 monthly leads
Tripled sales
Deeper expertise
Better knowledge
New growth strategy
2 years after we started creating content

Content is born from continuous knowledge exchange in the
team, in the community, and in the target market.

How do we come up with content?
Internal activities External activities
- Daily communication with
all company’s departments
- Monitoring trends
- Interviews with clients and
industry leaders
- RnD during Hack Weeks
- Events
- Conferences
- Hackathons

Content marketing is a strategic marketing approach focused
on creating and distributing valuable, relevant, and
consistent content to attract and retain a clearly-defined
audience — and, ultimately, to drive profitable customer
action.
(Source: Content Marketing Institute)

1. Types of content (what content should I create?)
2. Execution strategy (who will create it? when, and how?)
3. Distribution strategy (how can I spread my content?)
4. SEO (how will Google trust my content?)
5. Online metrics (how does my content marketing strategy
work?)
What do you need to figure out once you start
creating content?

What do you need to measure?
Reach
Impressions
Traffic
Subscriber /
Audience size
Engagement
Time on site
Bounce rate
Page views
Return visits
Referrals
Social sharing and
interactions
Conversion
Brand lift
Behavioral
conversions
(sentiment)
Lead generation
Sales lift

Content
consumption
metrics
Content sharing
metrics
Lead generation
metrics
Sales metrics
Page views
Video views
Downloads
Likes
Followers
Shares
Tweets
Retweets
Mentions
Inbound links
Filled contact
form
Subscription
Registration
RSS subscribers
Blog comments
How much you
earned.
KPIs

1. Writing commonplace articles.
2. Writing content that targeted wrong people.
3. Creating content that didn’t drive sales.
Mistakes we made creating content

This content describes what
kind of person you are,
what kind of people you
work with, and what kind
of company you have.
Your passion
● Your experience
● Your team
● Your philosophy

Or what you can do
better than others. It’s
related to your products
or services.
What you’re best at
● Problem that your product
solves.
● Uniqueness of your solution.
● Technology that you
developed.

● Useful information
● Valuable knowledge
● Viral content
What makes you money
It’s content that targets
your users and sells your
products or services.

A great way to figure out what people want to
read about is to talk to the sales team about what
people are asking them on the phone or email
and then address those questions in your blog.

People don’t buy texts.
They buy 2 things:
1) Something that entertains.
2) Something that makes them better than
others (knowledge or prestige)

Ninety percent of B2C marketers use content in
their strategy, but few brands recognize the real
opportunity in doing so.
(Source: Content Marketing Institute)

Content is bigger than you think
Brand evolution
beyond just the
product
Producing new
ideas
Thought
leadership
Acquiring unique
knowledge and
experience
Global success

SalesLab.Outsource. Екатерина Абросимова "Как мы создаем контент и почему он генерирует продажи?"

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SalesLab.Outsource. Екатерина Абросимова "Как мы создаем контент и почему он генерирует продажи?"