After 50 million visits, SaaS Godfather summed up his 10 tips for content marketing
Many of the domestic SaaS industry practitioners may have heard of the SaaStr conference, some people may also come to the scene to participate, this is the most prestigious event in global SaaS industry, created by the SaaS industry godfather - Jason Lemkin. But this article is not to discuss the SaaStr Assembly itself, but how Lemkin makes SaaStr so famous in Saas industry through content marketing.
What kind of data can show SaaStr achieved extraordinary results in the content marketing? Yesterday, Lemkin shared a data on a SaaStr blog post: Until now, the total visit of articles and posts SaaStr published on the internet has exceeded 50 million visits.
Lemkin said that he and his team are both non-content marketing science class background, so the beginning of the content marketing when they do not know which method is effective, many effective methods are groping out slowly.
How can we do content marketing? Here’re 10 tips from Jason Lemkin after his years of groping out content marketing.
1, The blog is dead
Although the total number of clicks on our marketing articles is still growing rapidly, the traffic of SaaStr.com alone is rapidly declining over the past two years. In general, most of the traffic on the SaaStr.com blog came from other sources. This is not to say that you should not be a blog again. From the SEO and social media channels such as traffic is still very good, but few people directly in the blog to browse the reading content. This is why many industries began to use some of the media from the media platform (such as Medium) instead of blog. Not long ago Baidu (a Search Engine Company in China) chief scientist Wu Enda announced the departure from Baidu, I found that he is the first release in the Medium of the resignation message.
2, Select the right platform is very important
SaaStr this relatively professional vertical project if you want to do a good job of content marketing, Facebook (domestic counterparts microblogging) and Medium (corresponding to the domestic book) on such a platform is not suitable. But the quiz site Quora (domestic counterparts know almost) is very suitable for us to do content marketing, LinkedIn to some extent also more suitable. This type of platform can act as your new home page. If used properly, these platforms can bring you a lot of traffic. But you have to spend energy to do it. (I have always been known to do similar content marketing, marketing, including columns, such as Q & A, diversion effect is really good, but need to insist on doing).
3. There is a problem of uneconomical activity, that is, the larger the scale of activity, the higher the average cost for each participant.
With the scale of the activities of the larger line, the cost will be higher and higher, which is our experience over the past few years. At the end of the 2017SaaStr conference, we needed an average cost of $ 800 per participant, which was much higher than the attendee's ticket price. We held an early 300-400 man-scale meeting with an average cost of $ 20 per month. The larger the event, the higher the average cost for each participant. At least in the San Francisco Bay area. In Beijing or other cities in China is not it so? Welcome you often do offline activities in the message to share their views. If this is the case, then it is recommended that you may wish to do some small activities.
4, Low quality article get little effect
Although our own articles on the SaaStr blog are mostly high quality, but we will also send a small number of articles that are not so high quality sponsors of the article, followed by such articles is very few people will see. The reason should be difficult to understand.
5. You must continue to develop new and effective content marketing channels
No matter what kind of marketing channels, the effect of the change is usually a parabolic shape, the effect will touch the bottom will slowly decline. Take our own, we do content marketing in Quora, the best time to view the annual growth rate of up to 100% or more, then began to slowly decline, and now the annual growth rate of only 50%. Our blog is, now every month pageviews will be reduced by about 1 million times. At present, we are on Twitter and podcast platform, the effect of content marketing is still showing a rapid upward trend, it is because we have just not long on these two platforms. I think that if you want the results of content marketing continues to improve, you must continue to expand new and effective marketing channels. Our goal is to develop a new and effective content channel every year.
6. It is hard to do podcasts
Podcasting is very time-consuming and energy-intensive, and it's hard to get the audience. Now podcasts on the market too much, want to make your new podist stand out is not easy. Making a high quality podcast involves much more work than creating a high quality article, so the ROI of podcasts is much lower.
7. When you start doing, choose a content medium that you are really interested in and good at
At the beginning of the day I was doing SaaStr.com this blog, the main readers for the industry I know 100 to the individual, when I also mainly through the promotion of Google+. But I was doing this blog can be said to be full of passion, then each blog article will spend my time more than 2 hours, and I only write those articles I personally interested in the article, but also rarely written before Article type. Even if the current standard to measure, then write those articles can still be said to be absolutely dry goods, mainly because when those articles were written with a simple and beautiful desire: by sharing my lessons, so that others do not Repeat the mistakes I have made. Was spent a whole year so that those articles in the industry began to spread slowly spread.
8. Do content marketing, do not expect a miracle occurred overnight, need to do a long time to do the effect
At that time we do content marketing in the Quora platform, the beginning of a full two years to harvest 200 million times to read the amount of traffic. However, thanks to the first two years of poised, in the next two years, we accumulated in the Quora page views will turn several times, breaking 20 million times. Therefore, we must not imagine by simply writing a few articles will be able to get a lot of traffic or sales leads, it is simply unrealistic, content marketing is a slow work out of the fine process, can not be anxious.
9. In the early stages of content marketing, it is important to ensure that the quality of the article is very important, even if the readership is small
If there is an industry big brother in Twitter or WeChat friends circle forward or point to praise my article, which makes me think my article is valuable, is recognized. If the quality of your article is really high, then even if only 20 potential customers are likely to pay $ 20,000 worth of customers to read some of your high-quality articles written, it is also Worth it because these high quality articles are helpful in transforming these potential users.
10. you should do content marketing in rhythmic
In my own case, our rhythm is two weekly podcasts, 10 Quora Q & A, 2-3 blog posts, one year SaaStr annual conference, one regional conference, 10 series lectures. Interestingly, a year ago, we had tried to double the amount of articles on the blog every week, but the overall view of the blog did not have any improvement. I think this is because the reader does not need that much amount of content per week. In any case, you need rhythm to do content marketing, which will force you to develop a content marketing rhythm schedule, and then follow the schedule to perform on the line.
What kind of data can show SaaStr achieved extraordinary results in the content marketing? Yesterday, Lemkin shared a data on a SaaStr blog post: Until now, the total visit of articles and posts SaaStr published on the internet has exceeded 50 million visits.
Lemkin said that he and his team are both non-content marketing science class background, so the beginning of the content marketing when they do not know which method is effective, many effective methods are groping out slowly.
How can we do content marketing? Here’re 10 tips from Jason Lemkin after his years of groping out content marketing.
1, The blog is dead
Although the total number of clicks on our marketing articles is still growing rapidly, the traffic of SaaStr.com alone is rapidly declining over the past two years. In general, most of the traffic on the SaaStr.com blog came from other sources. This is not to say that you should not be a blog again. From the SEO and social media channels such as traffic is still very good, but few people directly in the blog to browse the reading content. This is why many industries began to use some of the media from the media platform (such as Medium) instead of blog. Not long ago Baidu (a Search Engine Company in China) chief scientist Wu Enda announced the departure from Baidu, I found that he is the first release in the Medium of the resignation message.
2, Select the right platform is very important
SaaStr this relatively professional vertical project if you want to do a good job of content marketing, Facebook (domestic counterparts microblogging) and Medium (corresponding to the domestic book) on such a platform is not suitable. But the quiz site Quora (domestic counterparts know almost) is very suitable for us to do content marketing, LinkedIn to some extent also more suitable. This type of platform can act as your new home page. If used properly, these platforms can bring you a lot of traffic. But you have to spend energy to do it. (I have always been known to do similar content marketing, marketing, including columns, such as Q & A, diversion effect is really good, but need to insist on doing).
3. There is a problem of uneconomical activity, that is, the larger the scale of activity, the higher the average cost for each participant.
With the scale of the activities of the larger line, the cost will be higher and higher, which is our experience over the past few years. At the end of the 2017SaaStr conference, we needed an average cost of $ 800 per participant, which was much higher than the attendee's ticket price. We held an early 300-400 man-scale meeting with an average cost of $ 20 per month. The larger the event, the higher the average cost for each participant. At least in the San Francisco Bay area. In Beijing or other cities in China is not it so? Welcome you often do offline activities in the message to share their views. If this is the case, then it is recommended that you may wish to do some small activities.
4, Low quality article get little effect
Although our own articles on the SaaStr blog are mostly high quality, but we will also send a small number of articles that are not so high quality sponsors of the article, followed by such articles is very few people will see. The reason should be difficult to understand.
5. You must continue to develop new and effective content marketing channels
No matter what kind of marketing channels, the effect of the change is usually a parabolic shape, the effect will touch the bottom will slowly decline. Take our own, we do content marketing in Quora, the best time to view the annual growth rate of up to 100% or more, then began to slowly decline, and now the annual growth rate of only 50%. Our blog is, now every month pageviews will be reduced by about 1 million times. At present, we are on Twitter and podcast platform, the effect of content marketing is still showing a rapid upward trend, it is because we have just not long on these two platforms. I think that if you want the results of content marketing continues to improve, you must continue to expand new and effective marketing channels. Our goal is to develop a new and effective content channel every year.
6. It is hard to do podcasts
Podcasting is very time-consuming and energy-intensive, and it's hard to get the audience. Now podcasts on the market too much, want to make your new podist stand out is not easy. Making a high quality podcast involves much more work than creating a high quality article, so the ROI of podcasts is much lower.
7. When you start doing, choose a content medium that you are really interested in and good at
At the beginning of the day I was doing SaaStr.com this blog, the main readers for the industry I know 100 to the individual, when I also mainly through the promotion of Google+. But I was doing this blog can be said to be full of passion, then each blog article will spend my time more than 2 hours, and I only write those articles I personally interested in the article, but also rarely written before Article type. Even if the current standard to measure, then write those articles can still be said to be absolutely dry goods, mainly because when those articles were written with a simple and beautiful desire: by sharing my lessons, so that others do not Repeat the mistakes I have made. Was spent a whole year so that those articles in the industry began to spread slowly spread.
8. Do content marketing, do not expect a miracle occurred overnight, need to do a long time to do the effect
At that time we do content marketing in the Quora platform, the beginning of a full two years to harvest 200 million times to read the amount of traffic. However, thanks to the first two years of poised, in the next two years, we accumulated in the Quora page views will turn several times, breaking 20 million times. Therefore, we must not imagine by simply writing a few articles will be able to get a lot of traffic or sales leads, it is simply unrealistic, content marketing is a slow work out of the fine process, can not be anxious.
9. In the early stages of content marketing, it is important to ensure that the quality of the article is very important, even if the readership is small
If there is an industry big brother in Twitter or WeChat friends circle forward or point to praise my article, which makes me think my article is valuable, is recognized. If the quality of your article is really high, then even if only 20 potential customers are likely to pay $ 20,000 worth of customers to read some of your high-quality articles written, it is also Worth it because these high quality articles are helpful in transforming these potential users.
10. you should do content marketing in rhythmic
In my own case, our rhythm is two weekly podcasts, 10 Quora Q & A, 2-3 blog posts, one year SaaStr annual conference, one regional conference, 10 series lectures. Interestingly, a year ago, we had tried to double the amount of articles on the blog every week, but the overall view of the blog did not have any improvement. I think this is because the reader does not need that much amount of content per week. In any case, you need rhythm to do content marketing, which will force you to develop a content marketing rhythm schedule, and then follow the schedule to perform on the line.
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