What Is ‘Content Hacking’ and How Can You Use It to Grow Your Company? [INFOGRAPHIC]
“Content hackers” are content marketers focused on growth rather than just acquiring customers. One part growth hacker, one part marketer (and 100% focused on SEO), content hackers are data-driven marketers who find that scale equals sustainability. Rather than focus on product/market fit, content hackers concentrate on how content fits particular audiences. Last but not least, content hackers test, test and test some more until they find ways to manufacture content that goes viral.
Running on Hacker Culture
Where does the term “content hacker” come from? Visionary marketer Sean Ellis first coined the term “growth hacker” in July 2012. Since then, Google has indexed 32,700,000 pages on the subject. If, as Ellis defined it, a growth hacker is someone whose true north is growth, then a content hacker is someone whose true north is shareable content.
Making Content People Want to Share
Virality and shareability are often unpredictable, but data point to features that are likely to make people want to share certain content over others. For example, articles that contain images receive 94% more views. 36% of readers prefer headlines that start with numbers. Articles of over 2,400 words rank higher in Google Search. 36 of the top 75 stories shared on Facebook contain videos. 53% of marketers rank content creation the single most effective SEO tactic. And 78% of customers believe that organizations that publish original content are interested in building good relationships.
5 Ingenious Content Hacks from the Past 16 Years
Though content hacking might be a new term, the concept is far from novel. Here are some exceptional cases of content hacking from the past 16 years.
- Hotmail: In 1998 Hotmail gained 12 million users, in part because it inserted the text “PS I love you” with a link to its homepage at the end of every email sent by its users
- 37signals: In 2006 37signals distributed Getting Real, a free ebook about the business of design and programming, winning the company a lot of downloads and a book deal
- CopyBlogger: In 2006 Brian Clark gained over 115,000 unique customers by launching CopyBlogger.com
- KISSmetrics: KISSmetrics released the first of over 47 infographics on its blog in 2010, which eventually lead to over 2.5 million visitors and over 41,000 backlinks
- Groove: In 2013 SAAS prvider Groove launched a blog series documenting how it reached $100,000 a month in revenue, which led to 100,000 unique visitors and over 5,000 subscribers
In the years to come, what content hacking ideas will you implement?