5 Ways Content Brings In Paid Users

5 Ways Content Brings In Paid Users

Even though a startup can have hundreds to thousands of free and beta users, there is no guarantee any of them pay. And realistically, you need to generate revenue, at some point.

There are many ways to get out there and find your first paid users, one of the most common is Facebook ads.

But, not every startup wants to rack up the bill that comes with FB ads, and quite frankly many can’t. So, here are multiple ways content will help you get paid users. And, if you can write yourself this will be a lot easier on your finances.

Be The Linchpin/ Necessity of Success

No matter what your product or solution offers, you want to create a piece of content that positions it as the linchpin to success. For example, if you own a CRM product, you’ll want to position your product as the solution that brought a team together, that solidified sales and made sure nothing got lost in the shuffle.

Your post might talk about a realtor office in L.A. that was always dropping potential sales, with realtors who often missed important phone calls, and texts went to the wrong buyer and messed up a potential deal, other mistakes. Then you’ll explain how your tool saved the agency from their mess.

You were able to get them set up on your program, with smartphone access, and a simple set up so easy a 65-year-old about-to-retire grandma could do it. After the setup, and brief training, everything was on schedule, no one got the wrong messages, realtors always had pertinent information, and the agency was able to increase sales 15% in just 2 months.

Of course, you’ll want this story to be real, unfabricated, so you’ll need someone as a case study. Be sure to leverage that opportunity when it comes along. And use the case study as a blog post, the story that centers around how successful people will be with your product will receive more exposure this way.

Live example; blog post for 5,000 shots a day.

Go Deep Niche For Revenue Results

It’s common for a content marketer to write general blog posts. They want to appeal to the mass audience, get the biggest bang for the buck, and impress the company they represent.

Of course, this means appealing to a lot of people that simply aren’t part of the startup’s audience. So while viral posts reach a lot of individuals, few of them will be funneled into sales.

On the other hand, deeply niche articles produce leads that are ready to buy, eager to learn more, and at the perfect stage of the buyer’s journey.

As an example, a company called Processd is a SaaS platform that allows businesses to keep track of their processes, what should be done by who and when in a dashboard where they can easily be edited and used. The tool is free to set up the first few processes, so people can use it without paying unless they become a heavy user.

How can Processd get paid users?

By targeting small niches of companies who need this software. Small startups that need to keep track of their employee onboarding, teams that have high turnover and want to jump the learning curve, or teams that have a highly specific compliance process such as government, security, or even HR teams.

By drilling down, Processd could write about:

  • employee onboarding for HR teams
  • safety clearance processes
  • technology failure processes for tech companies

While these pieces might seem boring or off topic for a lot of people, they are so niche they will immediately show the value to readers who need this solution.

For example: Slack with developers

Stay In Touch With Potential Customers

Every piece of content stands on its own as an opportunity to make an impression or get attention for your company. When you write a blog post, or a new email you have something to share, a way to reach out and say “Hey, I thought of you, hope you find this useful.” For this reason, using content as a means of staying in touch will help you generate paid users.

Think of tools like Craigslist, Facebook, Remember the Milk, these are all products that just about anyone uses, meaning millions of people are your target market. By staying in touch through email, you will be front of mind when the need for your product arises.

You’ll need to stay relevant in the messages you do send. Emails have to provide value. You can do this by sharing articles you find online- curation, but a lot of companies do this. What you want to do is find something very specific and segment your list accordingly. Do people like

What you want to do is find something very specific and segment your list accordingly. Do people like humorous content? Do they want tips on parenting? How about life hacks? Whatever it is, it has to be interesting.

Show Massive Value & Results Anyone Can Achieve

If you guaranteed results of $10,000 for each $1 invested into using your product how many people would sign up?

EVERYONE!

Now just make the promise to the right people who can achieve these results.

This does mean you have to get specific about who you are helping but don’t go running scared at that idea. It’s not difficult, you can easily send people to different landing pages based on what they do, but you should have headlines and benefits that motivate people to take action based on their needs.

Let’s say you sell a lot of contracts to realtors and they are almost a third of your users. You want to make sure your site talks to them, but you are also nervous that you’ll scare others away.

However, you also know that you help realtors increase their sales by 33% within the first two months. Guess what? That’s impressive to everyone, not just realtors. Now you have a better headline.

Get User Generated Content Will Increase Revenue

Now it’s time to get the help of the paid users you already have. You want to hear their stories of success. We aren’t just interested in their increased revenue; people want to hear about how people use tools creatively.

  • How exactly did they avoid headaches at work?
  • What was the conversation they had with their boss when they were able to close more sales?

Collect these stories, and get the rights from your users to publish the stories on your site. Videos will improve conversions at the highest rate, testimonials with images are next, and quotes after that. Put these on your site, in your case studies, and in front of your potential buyers ASAP.

Conclusion

Content can and should produce measurable results in terms of revenue. These are just 5 ways you can make this happen. Let’s talk about your content marketing goals and make a plan to achieve them, contact me now.

Increase Blog Traffic with Community

Increase Blog Traffic with Community

Do you spend over $100 per blog post? I’m guessing so as many bloggers charge $250-$500 a post.

It makes sense, a blogger puts in a lot of time to write it, and the company needs great content for their site. It helps with SEO, sales, and keeps customers interested with quality content that helps them solve problems.

But… if you are like SEVERAL companies you aren’t doing anything to increase blog traffic to these posts.

increase-blog-traffic

One I recently looked was getting 7–35 social shares a post, while paying over $200 a post (I saw their ad on Problogger).

So I thought about it. What do they need? Community.

It isn’t just about getting someone to share the post, but getting someone to care about you and your company.

To do that you need to network, to make friends in the business, and build relationships.

You need a community.

Luckily, in the B2B digital marketing space community isn’t difficult to find. There are several sites where you can build your reputation, and make friends:

Many of these are private, you have to know people in them to get invited. But as you start looking around, you can connect with people and get invites.

Give to Get

I know that social shares are not the be-all-end-all of digital marketing but they do bring in traffic and leads, so it’s worth exploring if being part of a community will help your business.

Here’s how you can start contributing in these communities before you ask for anything in return:

  • Visit often (at least a couple times a week)
  • Share useful content, not your own
  • Upvote, share, tweet about content
  • Comment on the sites, or in Slack channels
  • Connect with people who write the content- comment on their blogs, follow them on twitter, connect on linkedin- build relationships
  • Let them know you want to help

Once you’ve done this for awhile, you should have an idea of what content will do well in your community.

Now build THAT content, then share it and ask others to do so as well.

It must be content that resonates with your community or it won’t do well. This is imperative.

Build Your Own Community To Increase Blog Traffic

This is time consuming and a major effort, but it’s do able. Take the time to choose a platform, provide content, help others and it will come back to help you.

This requires a real consistency, constant following up, and a dedication to the project. It is repetitive, but it’s worth it.

Right now I’m building a small community of brands and people whose content I enjoy and would share anyway. You can email me if you’d like to be included- marygreencny on gmail.com

See Your Blog Posts Go Further

The main point here is you are spending a lot of time and money to have great content on your blog, yet it isn’t going anywhere far because you aren’t promoting it.

It’s time to change that. Either build your own community, start participating in one, or work with a consultant who can leverage their community to help your blog.

Whatever you choose, it’s better than looking at a post that cost you $300 and has 5 visitors (all of whom are your employees).

2017 Content Marketing Trends

2017 Content Marketing Trends

Remember the good ole days of content marketing? Write up a kick-ass post and rake in the leads?

It just isn’t that easy anymore. Today there is a ton of content, every day, and you have very little time to get attention and turn that attention into leads, conversions, etc.

With the prevalence of content shock, here are my suggestions for those just starting.

One Good Post Won’t Be Enough

EVERYTHING you publish has to be valuable. If, over time, you have posts that don’t measure up, your audience will dwindle, people will unsubscribe.

If you need to write newbie posts, don’t put a lot of time into promoting them. People will remember you based on how useful your content is over a short period of time.

Value Checklist:

  • Will they learn something new?
  • Are you giving your expert opinion on something important in your industry?
  • Is it well researched?
  • Is it easy to read?
  • Does it include information (even opinions) that can’t be found on E.V.E.R.Y. blog in the industry?

You Must Publish Often

At least once a month. Don’t publish more often if you can’t deliver on quality. Honestly, look at Klientboost, Groove, and Drift.

Content Promotion is No Longer Optional & Blasts Don’t Work Well

Are you used to publishing content, then throwing it in email, and on social media to get views? While this does work, it isn’t nearly as good as personalized approaches.

For instance, if you send a mass email, some will share on social media based on your relationship with them. If you have a close and helpful relationship, and you ask them to share, they might.

On the other hand, if you send personalized emails where you point out something about the article that pertains to them, or mention something unique about them, and then ask, they are far more likely to share. Consider the following emails:

Subject: 100 Marketing Experts Agree
Email: Hi all, here is our newest post about how 100 Marketing Experts Agree on where you should publish content. Will you check it out and share it on social, please?

Thank you,
Mary

OR

Subject: Got a minute?
Email: Hey Fabiola,
Based on our discussion from last week about marketing experts, I thought you might enjoy this post. If you do, can you share it?

Thanks,
Mary

Not Every Post Should Be Shared Equally

This is where a lot of people mess up, and why we suffer from content shock. Important and high quality posts should be shared extensively. Other content, or average blog posts, should be shared lightly.

Where & When To Share Blog Posts:

Average blog posts:

  • Social media platforms: Twitter, Facebook, Linkedin
  • Weekly newsletters
  • Triberr
  • Your most active communities, groups, Slacks and Skype groups.

Phenomenal blog posts and Landing pages:

  • Facebook ads
  • Targeted Linkedin groups (you must test these prior)
  • Segmented parts of your email lists
  • Personal emails to friends and colleagues
  • Community sites
  • DM’s on Twitter and PM’s on Slack
  • Everything under Average blog posts above.

Current Content Quality Inventory

It’s time to revisit your content and get rid of the junk slowing you down (along with the internal links to that junk). Here are a few trends I think will be seen from this:

  • Deleting old posts: Look at your content, any pieces that have been around for awhile yet are not converting or delivering the level of value you assumed they would, should be deleted. Delete from your social tools, as well.
  • Updating old posts: Those posts you wrote about tools, experts, and blogs to follow, they need to be updated. Add an updated date to the top of the post, delete people who have moved to other industries or passed on. Similarly, remove tools that have closed down, and add new tools. Repromote.
  • Promoting old posts: A serious issue I see in content is the old content that was never properly promoted. It didn’t even have a chance. Right now there are awesome posts out there with 7 views. I see it all the time with new clients (I used Buzzsumo’s Chrome extension). I then set up MeetEdgar, and put together a plan to regularly promote an oldie but godie.

No Need to be Altruistic

Ask for the sale, you’ve given value, and people need the slight push to learn more about your company. It isn’t frowned upon, even HubSpot uses in text CTA’s and they are some of the highest converting CTA’s on their site.

So that’s what I see happening, what’s your take for 2017?