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Growth by Content: Driving Massive Traffic Without a Big Budget

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Nadya Khoja
Chief Growth Officer at Venngage
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Growth Marketing Conference Toronto 2019
April 25, 2019, Toronto, Canada
Growth Marketing Conference Toronto 2019
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About the talk


00:07 Introduction

02:02 Does content marketing work?

02:57 Approach content like a growth marketer

03:22 Content marketing cycle

04:58 4-step framework for massive organic growth

05:35 Establishing goals

09:37 Strategical research

12:33 Content authority

14:18 Effective promotion for growth

About speaker

Nadya Khoja
Chief Growth Officer at Venngage

Upon realizing that her decision to pursue a theatre degree would lead to a life of little to no financial growth, Nadya decided to complete a Masters Degree in Digital Media. Soon after that she began her work at Venngage, a graphic design and data visualization platform, where she was told she would be trained in digital marketing en lieu of her lack of experience. Nearly four years later and Nadya has quickly transitioned from digital marketer, to Head of Marketing and now Chief Growth Officer at Venngage, and still wondering when she will get the training she was promised. She has written for and been featured in publications such as Forbes, The Next Web, Huffington Post, Entrepreneur, Mashable, Wired and CBC News, and spends her free time writing about Growth and Leadership at ThisisNadya.com.

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Hi everyone. My name is Nadya Khoja and as mentioned I'm the Chief Growth Officer at Venngage so at Venngage our goal is to help people visualize their ideas. You may also recognize me as the owner of Scooby the dog the only dog so today I'm going to talk to you guys about our strategy for driving massive traffic to our site. We don't have a sales team. We don't have a big budget when I joined the company. I was actually the fourth person at Venngage and 4th marketer and like I mentioned I kind of came in with no understanding of anything marketing-related actually have a

theater background. So when I joined in 2015, we were driving about 400 signups a week and roughly and I'm 25 upgrades a week as well today. That number is closer to forty thousand times a week and roughly 700 upgrades a week. And the main thing to note here is that we haven't really changed much in the way that we approach growth. We still focused primarily on what we do best, which is Content marketing and driving organic traffic to your site. In other words, what we're accomplishing here is an average growth rate of about 150% year-over-year for some years. It's a little bit

steeper some years not as steep overall. That's what's happening. But the main change happens when we start to really leverage our blog content a little bit better and was hard to understand that we can actually drive direct conversions from our blog by approaching the strategy a little bit differently and it's around the end of 2017 when we actually started to re-envision our whole content strategy and about 10% of those 40,000 leaves that we were getting her that we are getting actually come from our blogs organic topic and what we're doing is rashly driving a 5%

direct conversion rate from visit to sign up just for my blog When I talked to a lot of content marketers and I told him that we're doing this and

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