The Great Humanlytics Experiment

How We Increased Our Traffic And Facebook community size by improving our content marketing strategy [Including tools we used].

The Great Humanlytics Experiment

For the past couple of weeks, the humanlytics marketing team has managed to generate some impressive results from our marketing strategies including doubling the number of members in our Facebook community as well as creating content that has gained the appreciation of many our readers.

In this article, I’ll be showing you in detail what we have been able to achieve with our marketing initiatives, the strategies used, challenges and lessons learned along the way.

A summary of what I am covering here:

  1. Successes

· Content improvement

· Content promotion

· Facebook group member growth

2. Challenges

· LinkedIn content promotion

· Guest Content

3. Lessons learned

Successes

These are some of the marketing goals the Humanlytics team has managed to successfully accomplish in the last month.

These achievements are a representation of the monthly goals that were achieved and have helped Humanlytics as a company grow closer to its potential customers by creating and promoting relevant content, valuable to our target audience.

These include;

1. Content improvement

At the end of August 2018, we performed humanlytics content audit analysis through which a few discoveries were made about our content and how our audience responded to it.

I wrote an article about how we conducted our first content audit here.

The main goal of the analysis was to find out the type, format, and style of content that received the highest traffic volume and engagement.

The idea behind the whole exercise was to identify great content so that we could focus on only creating and promoting content that had the potential to perform well with our target audience.

Basically to take guesswork of what we were to write about in the future.

A couple of days analyzing Humanlytic’s content, we realized that the topic that attracted and engaged most visitors was digital marketing with articles like

Humanlytics content

Choosing digital marketing as a topic of focus was not an obvious decision because there are other topics that Humanlytics created content about including Artificial intelligence, Augmented analytics, Human-centered design and others which also generated some interesting results as you can see in the image above.

We chose to focus on digital marketing because it’s the topic our audience engaged with most through comments, likes and even requests from our Facebook community as seen in the image below.

Humanlytics facebook community

With the company soon launching a marketing analytics tool called Dataslinger to help marketers and businesses use data to improve their marketing ROI, we needed to write content that not only attracted marketers but also engaged them.

That turned out to be digital marketing content.

Since then, we have created articles about content marketing, Google and Facebook ads, Google analytics and others as seen below:

Humanlytics content

Because of the change and focus of the content topic, we have seen an increase in the number of views and reads per article published, an increase in the number of emails acquired through our leads magnets and most importantly an increase in the number of Beta testers for the Dataslinger platform.

You can also give it a try here.

Another success was,

2. Content Promotion.

This evolving digital age offers so much consumable content that it’s hard for the people you created the content to actually find it — making it important to have a solid strategy for content promotion.

With the 80/20 rule, the focus has shifted from creating content to promoting it.

There are many channels through which you can promote your content of which some may be paid channel while others organic including pay-per-click advertising, influencer outreach, PR, social media, email marketing, and syndication.

Humanlytics content promotion has been completely organic and we have successfully promoted our content through the following channels:

a. Social media.

The content created has been promoted through social media posts on Facebook, Twitter, and LinkedIn.

For each article written, we also created a number of posts to be posted on Facebook and in different Facebook groups focused on digital marketing.

These groups are a good source of targeted traffic and probably better leads since their members are already interested in our topic.

You can also do this with just a search of Facebook for your topic or keyword of interest and choose the group category and you will have access to join a number of groups within your industry.

Avoid groups with too many members, for example, groups with over 200,000 members with low engagement and posts about unrelated topics.

These are spamming groups where anyone can join and post just about anything.

These groups are characterized by a high number of members but with low engagement and are definitely a complete waste of time.

We have also been active on Twitter. Twitter is special because it makes possible for one on one casual online conversation between brands and their customers or fans.

Most marketers, journalists, and business owners use Twitter every day to interact with their followers and other users about various topics of their interest.

Grow with Humanlytics

Actually, with Twitter, research shows that you can reach more executives on mobile than any other channel

Sharing opinions about different content from different sources and we wanted our own content to be a part of the conversation.

The Twitter strategy we have used and continue to use is really simple, post your content with relevant hashtags, engage and follow everyone who interacts with our posts through likes and comments.

For such a simple strategy, we have seen a growth in the number of people following the Humanlytics Twitter account of 23 per week as of last week.

There has also been an increase in the number of clicks per post leading to a growth in the numbers of visitors coming from Twitter to the site.

HubSpot has been an important tool in our social media content promotion enabling us to schedule posts on a weekly basis and also to have real-time interaction with our followers and friends on all platforms through a single dashboard.

HubSpot has also enabled us to create nice landing pages with an average conversion rate of 18% for all our content lead magnets.

Like,

b. Marketing communities

With a focus on digital marketing topics, one of our major channels of content promotion has been marketing communities.

Not just marketing communities but highly engaged communities where marketer share and discuss various subjects in their fields.

There very many marketing communities online but you will never find communities better than Growthhackers.com and Zest.is

They are communities strictly about marketing related content and a great source of targeted traffic since some marketers actually prefer to search these two communities for marketing related topics to using Google search simply because to the content from these communities is highly relevant and useful to marketers.

If you ever want your article to be viewed by more than 1000 marketers in two weeks without spending a dime, try Growthhackers.com.

Here is one of our article posted last month that has received 1400 views to date.

Humanlytics Growthhackers.com

Zest is a new platform for me, I only learned about it a few months back from Nichole Elizabeth.

The platform has been a major source of traffic to all our new articles.

Zest isn’t like most platforms though, they have an assessment process to determine whether or not your content is posted on their platform.

Zest.com and Humanlytic content

Most articles that don’t meet their standard are rejected and that’s why you will find some really good, fresh and up to date marketing content that you otherwise would never have found online.

It’s the reason most marketers use Zest and the reason you need to get your content accepted there.

Lastly,

3. Facebook community growth

One of Humanlytics successes and target for September was to increase the number of members of it’s Facebook community, Analytics for Humans.

At the time the community had 174 members in its group and by the end of September, the community had 308 members, that’s a 77% growth in one month.

Facebook community

The growth is primarily attributed to Facebook groups and a few group admins who had no problem with me posting my content in their groups.

To achieve this growth, I started out by joining over 13 marketing groups with more 3000 members and a good engagement level. Out of the 13, only group admins accepted 4 my request to post my really good content in their groups at no fee.

In these groups, the strategy was and still is simple, post in the groups engage with anyone who likes and comments on your posts after which I send them our group invite through messenger.

With this strategy, the community has acquired no less than 5 new members making a total of 325 members now, within a month.


Challenges

It hasn’t been all success and growth with every strategy. On our journey, we have encountered a number of challenges and here are a few of them.

  1. LinkedIn content promotion

Our LinkedIn promotion has been a challenge, the number of people following our page is growing but the engagement on our posts is still low. We have also tried posting and engaging in LinkedIn Digital marketing groups like “Digital marketing SEO group” but the results are not as good and improving as other channels.

Feel free to share some of your best LinkedIn content promotion strategies, let’s learn from each other.

2. Guest content

It’s no secret that one of the easier and most effective ways of growing a target audience without breaking the bank is by tapping into the audiences that already exist with other publishers in your niche.

Getting industry personalities or companies within the same niche to collaborate and create content for your blog can be a great boost your traffic and authority within that industry

Our only challenge is finding people or companies willing to create good content for a shared target audience.

Starting out with this strategy, I didn’t realize how had it is for companies to create TOFU content.

Most of the content we have been getting from companies interested in guest posting has been mostly typical sales articles, you know — the ones about their product and pricing instead ToFu content meant to attract and engage readers.

On that note, anyone interested in writing for us or collaborating on a content project, please let me know with a comment or reach out on social media.


Lessons learned.

Most of the lessons learned for each strategy and best practices have been shared but the most important lesson we have learned on our journey so far is consistency.

Once you find a strategy that works, double down on that.

Whether its content creation or promotion, find your own approach to a topic and aim to be good at that instead of jumping around to topics that your target audience may not even be interested in.

The same goes for promotion, find channels and work for you and aim to improve the results generate from each channel paid or free.

Consistency works.

I see many startups and marketers jump onto whatever new tactic that comes up to promote their content. This week they are running Facebook campaigns, the next week it’s twitter and then Reddit.

It’s ok to find and try new channels because at the end that’s how you will finally find one that works for you but once you do, try to be consistent with it.

A Facebook community is only relevant if your members have regular content to engage with. The same goes for Twitter, posting regularly will let people interested in your topic know that you are a source of such content.

Test and optimize consistently as well, just because something is working doesn’t mean it can’t be better.

For now, this is the end of the Great Humanlytic Experience. I hope to update you about the new strategies we are using to create and promote our content.

I would like to hear your thought about our approach to marketing or any suggestions on how we can go about these current challenges will be appreciated.

This article was produced by Humanlytics. Looking for more content just like this? Check us out on Twitter and Medium, and join our Analytics for Humans Facebook community to discuss more ideas and topics like this!