Growth Newsletter #038

Most content marketers aren't thinking enough about distribution before writing. They often create too many single point-of-view and opinion pieces—neither of which have built-in distribution benefits.

Instead, consider interviewing subject matter experts, practitioners, and internal team members. Then create content written through their lens of expertise.

It's likely you'll get a bump in distribution:

• The experts you feature in your piece will be inclined to share it for you. (This works even better if you can work with practitioners who have engaged, online audiences.)
• Ask the people you interview to link to your post from their website. Backlinks to your new post send a positive SEO signal to Google.
• Insights from experts are more likely to be referenced by others than standalone brand opinions are. After the initial distribution boost, it's likely that other writers will reference your piece in their work.

Giving influencers coupon codes and special links to share helps account for some conversion.

But they won’t tell the whole story—people often hear about your product from an influencer, but think about it later and come back to your site in a way that’s not tracked to that particular influencer.

The workaround? Combine analytics data with an attribution survey.

• Add a post-purchase attribution survey and ask customers where they heard about you first. (There are tools like Enquire for Shopify that get 80%+ completion rates for post-purchase surveys.)
• List influencers as the option.
• Even better if you break it down by channel (YouTube, Instagram, TikTok, etc.)

While your link data may show a low ROAS, you’ll likely find that your influencers are actually bringing in a high ROAS once the survey data is accounted for—justifying influencer marketing as a profitable channel for your brand.

In ecom, when a new customer purchases your product, there's a time gap between them clicking "buy now" and the product arriving at their door.

Instead of going radio silent, you can use that time to get customers excited about the product they purchased.

Create a post-purchase email flow that educates your new customer about your brand, what they can expect when it arrives, and what kind of transformation they'll experience from using it.

You can include:

• Examples of how to use your product.
• User-generated content showing off real customers.
• An invite to join your community.

By building anticipation towards unboxing, your customers will likely put more value on the item they purchased—and you're more likely to turn first-time buyers into lifelong customers who will buy from you again and again.