High speed content marketing

How to increase the audience of the community by 20-50% monthly? How to build the work of copywriters and smmschikov, so that it brings the maximum result and there were no posts for the posts? Here is a recipe from the hopox marketing task management service .

The Internet is full of information on how to make content marketing effective:

• Content should be useful, not distracting.
• You can not write without understanding for whom we write it. Content must be addressed to a specific client.
• There should be a call to action, not a sudden end of the article.
• It is necessary to develop several channels, and not get hung up on one thing.
• Content marketing requires a clear goal, good planning and, of course, high-quality execution.

Bla-bla-bla ... All these are common words, blurry advice. Enough!

This article, based on the Lean & Agile Marketing methodology, will allow you to:
- Understand what specifically interests your readers . Yes, now probably you have suggestions and feelings about what content comes into the audience, and what not. But these are all qualitative characteristics like warm, cold. Specifically - means quantitatively, i.e. in numbers.
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- Build a flexible content marketing strategy and, instead of a hard content plan, made from assumptions, get the process of creating really useful content with the subsequent mandatory measurement of the result.

- Start the process of continuous learning , which is the secret of multiple growth. The audience grows as the team learns, because each new post contains experience and conclusions from all the previous ones.

To achieve the result, we need a service for managing marketing tasks based on data - hopox .



Immediately to the point:

1. Register in hopox , create and add all copywriters, smm-managers and designers to the project, if there are any.
We make the first post, for this we create a hypothesis where we briefly mark which one, for whom and where the post will be, then we indicate the expected effect of the post in numbers.



2. We transfer the hypothesis (read the post) to the Action and, in the Tasks section, we distribute who does what.

“Write an article, Jura.
Check out the article. Ruslan.
Design and configure metrics. Eugene."

3. In the Metrics section, specify the metric settings.
For example: “One should track the number of registrations (event on the lead form) from a post with UTM tag company = postinautomarketing.
For this: Source - Google Analytics; Metric - New users; Filter - Event: Category, Campaign; Event: category - lead; Company: postinautomarketing; More than 20 "


4. When all tasks are completed - we transfer the hypothesis to the data collection. hopox will download the data from the specified source and display it in the hypothesis, in the Graph section.


5. hopox will transfer the hypothesis to the Conclusions column when the data collection period ends. You will only have to write down your conclusion, why the hypothesis was successful or failed, how to improve the result in the next hypothesis.


This is how the path of one post from the idea, through actions and data collection to real data and conclusions. The following post will contain experience of this hypothesis and it will be better.

Now we need to start the process of constant experimentation . It's simple.

1. Choose a day for a general meeting if you have more than one person on the team.

2. Hold a meeting according to the following schedule.

• Discussion of posts with the collected data and record findings
• Post hypotheses generation for the next 2 weeks
• Distribution of duties

3. Start the experiment cycle for each post from the idea, through the action and collection of data to the conclusions.

For content marketing, it's better to choose two-week iterations. At the same time, part of the hypotheses of the second week may not have time to collect data, but that's okay. You will react to changes in your audience with a maximum delay of a week.
What is your reaction time now? Until the cancer on the mountain whistles? :)

If, to the very process of experimenting with posts, there are no questions, then, most likely, there is a doubt that content marketing has something to experiment with.

Still, what to test in content marketing?

1. Different metrics
To find the growth point of a community, it is necessary to test various metrics, and not just the number of readings and registrations. It is necessary to find dependencies on other metrics.
All metrics can be divided by the so-called pirated metrics AARRR.
Attraction
Acquisition
- Transitions to the blog from channels, audience reach
Activation
- Subscribe to a blog, email, subscribers in the social. networks
Referral
- Share, Like, Comments
Retention
- The number of pages viewed, time on the site, bounce rate
Revenue
- Application to the product



2. Audience and value compatibility.
You can divide the audience into dozens of portraits by b2c, b2b, average check, by preferred value (speed, reliability, benefit).

Focusing is the best way of multiple growth.

3. Different platforms
As noted at the beginning of the article - do not dwell on one channel. Now there are many platforms where different portraits of your clients live: a blog on the site, articles on other people's resources, Twitter, FB, VK, OK (forgive, Lord :), Instagram, G +, LinkedIn.

4. Content Type
I will simply list the options: news, rating, case description, interviews, infographics, meme, video, product reviews, post-opinion, instructions, polls, contests, etc.

5. Filing
For example: relevance, provocation, parallels, passive reposting, gratuity, etc.

You can also test the post time, size, design, and so on to infinity.
The main thing to understand:

• Content Marketing Must Rely on Numbers
• A flexible content marketing strategy based on short iterations and continuous experimentation helps to accumulate knowledge and thereby grow rapidly.
• hopox allows you to search the key to your audience

When do we start?

Register in hopox