CXL - Content as a growth loop

TODAY'S HOST

Ognjen Boskovic, Growth Lead at CXL

Content can be a great growth loop. Most of the time, it ain't.

Here's how you can turn content into a loop:

• User generated content

Classic example, incentivise your users to create content, index it, more people will find that content in the SERPs, which brings more users a portion of which will create more content.

Best examples: Google, Quora, TikTok

• Cross promote

If you have a piece that ranks and gets regular organic search traffic, embed a relevant YouTube clip on it and you'll grow your YouTube channel on autopilot. 

• Repurpose

The most popular one today. Your input can be just 1 hour of podcast recording, and you get dozens of bits you can distribute on social.

Best examples: Harry Stebbings, Chris Walker, Ross Simmonds

• Employee advocacy

If you build the right culture and systems, your whole team can act as your marketers. Done right, this will grow your business (duh), which leads to headcount growth, which gives you more advocates and more growth and the loop that keeps on accelerating.

Best examples: Refine Labs, Chili Piper, Gong

• Document your expertise

Do a good job, document the process, distribute learnings. This way, you're doing 3 things at once - doing your job, building your documentation (like documenting your experiments), and getting exposure when you publish what you've documented.

Best examples: Elena Verna, Harry Dry, Eddie Shleyner

Key questions to ask yourself before implementing a content strategy:

1. Can we maintain consistent output?
2. Will it compound?
3. Is it efficient?

If the answer to all questions is YES, you've got yourself a content growth loop.

Connect with Ognjen on LinkedIn.

YOUR WEEKLY DOSE OF MARKETING UPDATES

1. Holiday Offer: Split the Cost with a Study Buddy

Woah. End of year already? It's time for our holiday offer and this one's gonna be different, and better.

Sign up for any CXL subscription plan by the end of year via this link and get +1 seat for free.

You can either:

• Split the cost with a study buddy (learning in pairs is proven to improve consistency and results)
• Enroll first 2 members of your team and pay just for one

Regardless, you can ask your boss to pay for your training using this pitch deck we made for you.

Here's also a reminder of everything you get with CXL subscription:

• Access to +140 courses on CRO, analytics and marketing
• 10 Minidegrees covering major topics
• CXL community with +2,500 playbooks, peer support, expert advice and exclusive events
• Certificates to show-off and drastically improve your hiring chances

Ready to become great(er) at marketing in 2023?

Claim this offer until the end of 2022 and get +1 seat for free. Only available via this link.

2. Get Featured in Growth Notes

Your last real competitive advantage is constant innovation through experimentation at speed.

Submit your experimentation case studies and we will share them with our audience...

• Newsletter (+120,000 readers)
• Social media (+20,000 followers)

Case studies like the one you're about to submit help us educate more marketers on how to achieve speed through experimentation and win.

We will feature the best case studies across all of our channels and pay credits to you.

Submit your case study here.

3. Building the Greatest Swipe File

Join us in building the greatest swipe file there is. We will feature the best ads across our different channels with credits to you:

• Newsletter (+120,000 readers)
• Social media (+20,000 followers)

You can submit ads you've created but also the ones others did. We'll pay credits to you anyway for contributing to the marketing community.

PS. You can also submit content pieces beyond ads, like landing pages, organic social content, etc.

Submit your ads here.

4. CXL Community

Product-based differentiation is gone. Companies that dominate the market today usually don't even have an objectively superior product.

Differentiating your company keeps becoming harder and harder. One of the few ways to overcome this stability in market positions is to leverage your brand as a moat.

Get the notes on the Branding course.

5. What is A/B Testing? The Complete Guide: From Beginner to Pro

A/B testing splits traffic 50/50 between a control and a variation. A/B split testing is a new term for an old technique—controlled experimentation.

Yet for all the content out there about it, people still test the wrong things and run A/B tests incorrectly.

This guide will help you understand everything you need to get started with A/B testing. You’ll see the best ways to run tests, prioritize hypotheses, analyze results, and the best tools to experiment through A/B testing.

Read the full article.

6. CXL Talent Program

We help you hire experienced, CXL certified marketers outside US in less than 100 days. Salaries starting at $40k.

Learn more about CXL Talent Program here.

7. Experimentation Decision Matrix

When running experiments systematically, you need to have an action plan before you start any test.

Based on your primary success metric —and supported by the secondary ones— what's going to be your action after concluding the test?

This framework will give you a reference on how to tag and classify your results depending on the type of hypothesis (superiority vs non-inferiority) and the action to take afterward.

It will also help you enrich a narrative where “winning” and “losing” is not necessarily what’s impactful for the business.

Use Cases:

• Making a decision on whether to implement, iterate or abandon a hypothesis
• Update your experimentation roadmap based on prior results
• Classification of experiments in your Knowledge Database

Get your blueprint.

First time here? You can get these weekly by subscribing here.

Connect with Ognjen on LinkedIn.

Our address: 901 S Mo Pac Expy, Suite 150, Barton Oaks Plaza One, Austin TX 78746

Unsubscribe from future emails like these.