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🍐 #25: How measure content marketing, navbar design, and remarketing ads
Jakub Czakon
June 24, 2023
Hey,
What’s the most popular pricing model for selling pears?
Pay pear pear 🍐🍐 ;)
This week on the agenda:
How to measure content marketing from Auth0 demand gen lead
Navbar resources tab design from Snyk
Testimonial video remarketing ad from CircleCI
+ a few bonus links at the end
Let’s go!
Developer marketing insights
1. Measuring content marketing
Jared Waxman ran the Auth0 content operation.
Recently he shared his content measurement framework in his newsletter. Do read it, it is brillliant.
This is my long TLDR.
At the end of the day, there is only one metric that could matter for any marketing program.
Revenue. Everything else is downstream.
But downstream is where all work happens and you have to tie downstream (leading) metrics to that upstream (lagging) metrics like pipeline or revenue.
This is where their FIRE score helps. This is how you set it up.
Understand why you even measure content:
to track progress: you want to see that your content program improves over time
to optimize activities: you want to write better articles or run better ads over time
to allocate resources: you want to manage your portfolio of activities and scale up/down what works and doesn’t
Map out content touchpoints:
stages: awareness/consideration/conversion
content themes: what you talk about (auth in react js, testing Kubernetes configs)
content types: how you talk about it (articles, newsletters, videos)
distribution channels: (Twitter, blog, Youtube)
Now is the good part imho.
Assign $ value to each content touchpoint:
you cannot connect a Twitter thread to a sale but it doesn’t mean that 1000 likes are worth nothing
figure out how much each touchpoint in each stage is worth
perhaps a free signup is worth $100, 1000 Twitter impressions are worth 10$ and one view of a case study is worth 2$
go back from revenue events which you know the $ value of, to figure out what those numbers could be
those are estimates, adjust them as you get more/new information
Assign FIRE component to each activity:
Frequency: number of views to stay top-of-mind
Impact: influence your bottom line
Reach: to reach as many unique people in your TAM as possible
Engagement: to capture attention and drive action
Assign weights to each FIRE component:
this is where you customize it to your company goals
you are creating category you need a lot of reach and frequency
you are competing in a crowded market you need more engagement and conversions
Now you have a single FIRE metric that you can optimize across all content activities.
BTW they even shared a spreadsheet with this framework. You can slice and dice your results on stages/themes/channels etc to make decisions. And show it in $ for ROI discussion with management.
2. Snyk navbar resources tab design
The "Resources" tab is the most loved and hated tab for developer marketers.
Ok so the common problem is that you have lots of different resources:
docs
product videos
meetup videos
recorded webinars
learning center guides
blog articles that don't talk about your product
and so much more stuff
You want to showcase them in the navbar but where do you put them?
Under product? Company? Docs?
How to make sure that people don't go to your blog to read about your product just to find out that you talk about the industry problems there?
Enter the "Resources" tab. The "Miscellaneous" of the navbar world.
And typically it is just crammed with all stuff that doesn't fit anywhere. Just like any respectable misc folder would.
How do you deal with that?
Snyk approached it in a clear and logical way:
Add sub-navigation
Make it clear to devs which parts are about the product and which ones are not
They use "Using Snyk" and "Learn & Connect" that could be extended to "Using {Product} and "Learning {Category/Problem}"
I love this (and already stole the idea for our site).
3. CircleCI video testimonial ad
Testimonial ads are a format that helps you move people from "I know what you are doing" to "I trust you enough to do business with you".
Video testimonials are even better.
You see the person who has a similar role that you do saying things about the product you are considering.
CircleCI did a solid job here.
And so if you are running remarketing to people who went to pricing but didn't sign up, or signed up to a free trial but haven't converted yet this is a good format candidate.
How can I make this better?
I hope you learned something new. Did you, though?
What would you like to read more about?
Reply to this and let me know.
Talk to you next week,
Pears!
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