My journey into content marketing actually started in 2004 when I went to work for a well-known market research firm that very few people had actually ever heard of.
They hired me as their first VP of Marketing. My group of 1 (me) had completely zero budget to start. But as a research company, we did lots of surveys with regard to clients who wanted to use the survey data to build reviews and get good PR.
My first taste of success in what we now call content marketing came when our web site crashed from all the traffic we received for an write-up I wrote based on survey data from the American Cleaning Institute. Yes they are a thing!
The article had been titled “ Survey Shows How Many Of Us Pee In The Shower. ” (77% could be the answer if you’ re wondering. Gross, right? )
But the primary thing I learned was that 1 fun, helpful, or even entertaining piece of content can outperform all the copywriting regarding product web pages on exactly why we were the best company to conduct surveys. But in purchase to win this online game, you gotta go guerrilla baby!
- Guerrilla Marketing is art associated with using free or currently available resources to appeal to your audience to your website.
- Growth Hacking is the technology of testing creative ideas, using analytics and demand metrics to sell products and gain direct exposure.
- Applying both guerrilla tactics and growth hacking to content marketing can bring you huge RETURN ON INVESTMENT on a limited budget.
Here’ s i9000 an example to get your creative fruit juices flowing:
96. 3 Rock radio’ s free air guitars:
How to perform content marketing with (almost) no budget?
At the research firm, We took our greatest resource: survey research. And used it to continuously update the newly revamped website to drive inbound leads for our sales force. I taught myself SEO basics and used a listing of target keywords to create plus distribute stories on our latest research.
Traffic on our website grew exponentially. Inbound leads started coming in to the company on a consistent basis for the first time. I also spent some time teaching the particular CEO about digital marketing and how to do paid search.
He ended up saving my job, my house and maybe even my marriage. But for that story you have to go read Mean People Suck .
Growth Hacker Content Marketing
When I at first proposed content marketing at SAP , many people asked, “ Just how much software you gonna market with blog posts? ”
Luckily I had a direct manager who saw the declining effectiveness of traditional advertising. She knew that this digital age demanded more engaging and constant content marketing .
At the time, we were spending hundreds of thousands of dollars upon advertising landing pages. These destinations had 99% jump rates, no organic search visitors and zero social wedding. I asked for a portion of that cost to build our thought leadership content center.
So for the third of the cost of a throwaway landing page, I built the content program to act as the landing destination for advertising, and to reach new people with great content marketing.
Once we started publishing, we saw a 20% lower bounce rate, nearly immediate organic search traffic and also a growing level of social engagement.
That is growth hacker content material marketing . The site essentially funded itself – this had a return on investment from 1! And we were continuously testing, iterating and improving our results.
Guerrilla Content: How To Growth Hack Your Way To Content Advertising Success On A Limited Budget
OK, therefore now you have a site built. But how do you produce sufficient and a consistent volume of content, at an acceptable level of quality, to stay relevant to your audience?
This is where you can turn to what I call Guerrilla Content :
Guerilla Content: content created with almost no spending budget, simply by re-purposing things your business already has.
For example , people ask me constantly how do you discover to time to create and share content ? The answer: I re-purpose stuff I already create. I look at our email outbox. Each one is an answer to a question!
In many cases, it is a few paragraphs and detailed enough to show into a blog post. I convert my powerpoints in to slideshares . I change my keynote speaker information into articles and our speaker videos into lead generation assets. This example from during the pandemic brought myself about 5 new clients:
Why keep content created for a few dozen people from reaching hundreds or thousands?
The first 24 blogs I wrote on SAP’ s Business Innovation had been all white paper summaries I wrote from content that was sitting in a campaign library.
So if you are looking for your own Guerrilla Articles, here are some ideas I’ ve used along with some examples:
30 Guerrilla Development Hacks To Content Marketing Success
- Identify the top issues and styles on the thoughts of your executives or clients
- Survey your prospects / ideal target audience profiles for their top challenges (this should define your own editorial strategy)
- Answer the biggest mistakes people make in your sector
- Profile your executives and customers by asking Who are you? Greatest problem? How you solved? + Profile photo and turn it in to a blog post.
- Inquire multiple experts “ what is the future of ” your industry
- Ask people to discuss their worst mistakes
- Share the best samples of… content marketing in our situation.
- Answer the simplest questions about your remedy category like what, why and how.
- Use Klout, Buzzsumo, Topsy, YouTube, Slideshare to identify “ best of” lists like this .
- Highlight content you love through others (OPC = some other people’ s content): Infographics ,
- People to adhere to ,
- Blogs to read ,
- Slideshares ,
- Linkedin Pulse articles ,
- Videos ,
- Conferences ,
- Books ,
- Quotes ,
- Facts , etc .
- Establish the conditions You Need To Know on [your topic]
- 8 Steps To Success In [your topic]
- Best Practices For [Topic]
- What [Hot Topic] Means for [Your Issue]. My Example: What Google’ s Brand new Algorithm Means For You
- Re-purpose content from your own campaign material, or
- Cover research reports , or even
- Highlight expert reports
- Convert marketing keynotes + Loudspeaker notes into articles
- Customer service people are an excellent resource. Ask them to identify your own customers’ biggest questions or FAQs
- Turn customer testimonials (talking mind videos) into “ consumer profile videos” by just taking out the promotional parts.
- Ask your workers who attend events to offer you their notes.
I also suggest teams sit in a room every quarter and bang out lists of content suggestions. Here are a few resources to help you with brainstorming your own list of Guerrilla content marketing ideas:
- Top Sources and Tips to Develop Weblog Topics Your Audience Will Love
- The Ultimate List of Blog Post Ideas
- 8 Ways to Brainstorm plus Manage a Year’s Worth of Content Ideas
Feeling overwhelmed? Allow Marketing Insider Group end up being your guide to creating ROI-producing content material without breaking your budget. We’ re not free but for less than the cost of sponsoring 1 webinar, we can bring you a years’ worth of content material ideas, full-length articles, and reports that prove our value.
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