Popular Content Marketing Tips For Businesses

In an interview with John Romano at Battlbox, we talked about his approach to content marketing and how it affects their subscriptions. If you have any doubts about whether Battlbox punches above its weight when it comes to content marketing, remember that it has a very popular series on Netflix. But it’s not just a single hit, Battlbox has systematically approached content marketing in a way that has allowed them to grow their subscriber base very cost-effectively. Also search about what software does battlbox use for their battlbucks.

The key to this success has been staying focused on the purpose of the content, despite the lure of significant attention and distribution through a platform like Netflix. John is fully aware that Battlbox is first and foremost a business and not a group of actors or individuals interested in celebrity for celebrity’s sake. He even went so far as to say, “We are 100% business first. So the whole concept [of content marketing]… was pure lead generation.”

Content marketing can easily be abstracted away from business drivers, so with an opportunity like this, how did the Battlbox team ensure that the content was delivering results?

John’s tips for effective content marketing:

Make sure there is a strong connection between the content, your customers and the value you provide – “This shows what we do, our process for deciding what goes into the package.
Plan and measure appropriately – “This traffic does not behave the same. This traffic does not go through our conversion path like a regular visitor. They don’t convert at nearly the same rate as regular visitors. But that’s what we expected.”
At a high level, the results were impressive. Before the introduction, Battlbox averaged around 150,000 sessions per month. After the show was released, that number soared past 1,000,000.

Be confident in your approach to acquisition and authentic to your brand

With this kind of traffic growth, it’s important to make sure you have a business plan in place that will allow you to acquire customers and create value. Battlbox has never been too heavy on the flow of acquisitions on the web. They deliberately struck a balance between acquisition and “just fun and exciting content.” They have stayed true to this approach, which creates an authentic feel for new potential customers who discover the brand on Netflix and then visit their website.

Swim downstream using influences

The true origin of this story begins long before the conversation with Netflix. Through a simple questionnaire before checkout, Battlbox realized there was a Youtube channel that brought them great exposure and customers. Not only did they realize the importance of using this influencer (Currin1776), but they went so far as to bring him on the team. Once he was part of the company, they let him continue to produce the type of content that attracted such a relevant audience. They were then able to use data from their customers to identify a new marketing channel that they hadn’t used before, and scaled it up by bringing a content creator on board and providing them with the resources they needed to further build their presence.

Consider all points in the customer journey

While a Netflix series is probably great for “discovery” purposes, it’s not likely to move customers to the “buy” stage immediately. Some viewers will go directly from the series to the web and purchase a subscription, but most will not. It is important to build as many touch points and connections as possible between the huge amount of awareness generated and the point of customer acquisition. Are you able to provide content to your customers at every stage of their journey with you?

One example from Battlbox is their “Currin Pick of the Week” which runs on Facebook Live every Wednesday. After that, Battlbox engages with the audience during the show. This allows them to answer questions, gather insights, and reach an audience that may not have been interested in visiting their website. Since a large portion of the audience are fans of the Netflix series, this becomes a repeat touchpoint that goes beyond the series experience to build greater brand affinity and interest in the products they sell.

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Don’t neglect the basics

When all is said and done, you can’t put all your eggs in one basket (even if it’s as big as Netflix). Battlbox continues to produce content in many different forms and for many different purposes. John notes that they still “have regular posts… that are more social reviews and real testimonials.” Plus, they’re constantly focusing on testing. John says that “A/B and multivariate testing everything… You can almost jump on our Facebook and go through the timeline and see all the things we’re testing.”