From developing brands to generating leads and increasing sales, content creation lets you acquire new expertise and effectively grow your business. Great stories can help you reach exponentially more people than an army of over-qualified sales people can. However, the goal our content marketing strategy at Yalantis isn't only about sales and leads. It's about producing new ideas and spreading them which eventually leads to thought leadership and success.

1. Kate Abrosimova
Content Marketer and Tech Journalist at Yalantis
How to create content that brings brands
Wealth, Fame, and Power?

2. Theory and Practice

3. Content in the currency that rules the
Internet.

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

5. Brand
development

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

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

8. 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

9. Revenue

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

11. 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.

12. 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.

13. 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.

14. Expertise

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

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

17. Growth

18. 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.

19. Personal and business evolution

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

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

23. Fortune 500 companies
content strategies

24. Red Bull Media House

25. General Electric has 5 corporate content properties
GE Reports. Ecomagination. Healthymagination.
Txchnologist. GE.com

26. Tablespoon – General Mills Content Strategy

27. While the Sears brand is successful at selling
fitness equipment, we have challenged
ourselves with FitStudio to extend the brand
beyond the equipment and to stand for the
motivation and know-how to get America in
shape.
– Julia Fitzgerald
CMO at Sears Holdings
Why does content work at Sears?

28. How to create content?

29. By trial and error
What we learned creating content

30. 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.

31. Time

32. 3 months after we started creating content

33. 30k monthly visits
100 monthly leads
Tripled sales
Deeper expertise
Better knowledge
New growth strategy
2 years after we started creating content

34. Effort

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

36. 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

37. Results that rock

38. Strategy

39. 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)

40. 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?

41. 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

42. 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

43. 1. Writing commonplace articles.
2. Making content seem impersonal (and I don’t mean self-
promotion).
3. Creating content, which was economically irrelevant (it
didn’t drive sales).
Mistakes we made creating content

44. What creates great content

45. 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

46. yalantis.com/blog

47. blog.uber.com

48. mapbox.com/blog

49. 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.

50. yalantis.com/blog

51. teslamotors.com/blog

52. nerds.airbnb.com

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

54. 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.

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

56. yalantis.com/blog

57. salesforce.com/blog

58. blog.mint.com

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

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

61. Thank you!