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For two years in a row, SaaS founders and marketers reported content as the #1 driver of growth according to the State of SaaS Marketing Report. That's why I'm excited to partner with Embarque to help more startups level up their content and SEO with affordable done-for-you content production. With clients like Riverside, MentorCruise, EmailOctopus, and VEED... these folks know what they're doing. They'll handle the whole process from keyword research to backlink building. Make sure to mention "Corey" or "Swipe Files."
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This is one of the most wild and tangible "growth hacks" I've ever seen.
Let me introduce to you Anders Tangen.
Anders is a showrunner and producer.
TV Shows are the product of media businesses, and media is a hit-driven industry.
It's boom or bust.
Shows and movies are a dime a dozen. New shows launch all the time. Most flop. Few become popular. Even fewer get popular enough to demand a sequel.
Anders wanted to make sure they did everything they possibly could to ensure his new show, "Norsemen," would be a hit.
And in his time studying what made Netflix shows successful, he realized that the Netflix algorithm had a huge influence on surfacing new shows to viewers.
So if you can game the recommendation engine to start surfacing your new show to a critical mass of people who respond positively, Netflix will take care of the rest and start displaying your show to millions and millions of new viewers.
Three weeks before the show's premiere, he set up a campaign on Facebook to reach target audiences in major cities and in Minnesota, Wisconsin and South Dakota β states with big ethnic Norwegian populations.
The posts were fairly simple β most included one of six short (20- to 25-second) clips of the show and a link, either to the showβs landing page or to media coverage.
The campaign set Anders and his production partners back $18,500. But in that time the campaign reached 5.5 million Facebook users, generating 2 million video views and some 6,000 followers for the show.
AND IT WORKED.
"Netflix called me: 'You need to come to L.A., your show is exploding,'β Tangen said.
So he invested another $15,000 to promote the show and put gas on the fire.
Norsemen started appearing on Netflix's recommendation carousel, essentially the "front page" of Netflix.
When Norsemen came up for a season two renewal, Netflix upped its commitment, making the show a βNetflix Original.β
βThe lesson is, you canβt wait around for Netflix or anyone else to promote your show,β says Tangen. βItβs up to you to create the buzz.β
Here's the original story if you want to bookmark it.
βCorey
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