Growth through content

Too often, companies rely on paid user acquisition and tricks to grow their apps, services or games, while neglecting to consider growth in their content (e.g., blog posts, infographics) creation. There was recently a great blog post by Kissmetrics that discussed how to growth hack your content, so that these efforts contribute to your growth. I recommend you read the post but will summarize the key points.

To become a “content hacker,” as Kissmetrics calls it, there are five key tactics:Slide1

  • Create great headlines.The headline is the most important part of your post or content. To create a powerful headline, you do not want to give away your full post, nor do you want to give it away in the shared image or text. You also do not want to be negative or shrill (who wants to read a depressing post). Also, do not try to be too clever.
  • Make your content more shareable. You need to make it easy to share your headline and content with the world, and not with just the usual share buttons. Some of the tools they suggest include Markerly, a simple sharing widget that automatically makes images or highlighted text shareable on your site. This plug-in
    can be added to any site with some simple JavaScript code. Another option is adding Click to Tweet calls-to-action in your post. Click to Tweet prompts people to share content when they are most likely to, rather than waiting for them to get to the end of the post (or asking before they read it). You can add this feature with a WordPress plugin or the service WP Socializer is another tool to use create share buttons throughout your post. It is a plugin that adds a floating share bar that scrolls with the browser window so share buttons are persistent and always readable.
  • Contribute guest blogs. Offer to write guest posts for other blogs and include a link back to your blog.
  • Write longer copy. Longer posts rank higher on Google. The Kissmetrics’ article points out an average content length for a web page that ranks in the top 10 results for any keyword on Google has at least 2,000 words. Content-rich sites overall rank higher on Google.
  • Tell a better story. By creating a story or tying your posts with a meta-theme, users are more likely to come back and share the content. If you keep your posts detailed, focused and continually tying to the story, you should say great growth.

These techniques, while focused on blog posts, are often applicable to the content you are creating for all your social media channels. By following these techniques, you can magnify the effectiveness of these channels in growing your users.

Author: Lloyd Melnick

I am GM of Chumba at VGW, where I lead the Chumba Casino team. Previously, I was Director of StarsPlay, the social gaming vertical for the Stars Group. I was also Sr Dir at Zynga's social casino (including Hit It Rich! slots, Zynga Poker and our mobile games), where I led VIP CRM efforts and arranged licensing deals. I have been a central part of the senior management team (CCO, GM and CGO) at three exits (Merscom/Playdom, Playdom/Disney and Spooky Cool/Zynga) worth over $700 million.

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