inbound marketing: how content is your secret weapon #contentisrael15
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Inbound Marketing: How Content is Your Secret Weapon
Content Israel Summit // 1st December 2015
@hubspot // @matthewbarby
Here I am.
1 Global Head of Growth & SEO at HubSpot.
2 Lecturer for the Digital Marketing Institute.
3 Award-winning blogger.
4 Worked with brands around the world to
acquire new customers.
@hubspot // @matthewbarby
@hubspot // @matthewbarby http://www.hubspot.com/products/inbound-marketing/
How do your customers buy today?
@hubspot // @matthewbarby
It all starts with a need…
@hubspot // @matthewbarby
@hubspot // @matthewbarby
65% of European consumers do research online before purchasing.
@hubspot // @matthewbarby Source: eConsultancy Digital Marketing Trends
@hubspot // @matthewbarby
33% of social network users agree that they trust what they read and see on sites like Facebook.
@hubspot // @matthewbarby Source: eConsultancy Digital Marketing Trends
Your buyer likes to educate themselves rather than speak to
sales people.
@hubspot // @matthewbarby
60% of the sales cycle is over before a buyer talks to your salesperson…
@hubspot // @matthewbarby Source: Corporate Executive Board
…and they convert when they are ready.
@hubspot // @matthewbarby
The buyer is in control and they’re more educated than ever
before.
@hubspot // @matthewbarby
You need to be there when they want, where they want and with
what they want.
@hubspot // @matthewbarby
Inbound Marketing = Content + Context
@hubspot // @matthewbarby
Volume of website content vs leads generated
@hubspot // @matthewbarby http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
Volume of blog content vs leads generated
@hubspot // @matthewbarby http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
You need to think like a media company.
@hubspot // @matthewbarby
That said, it’s not all about volume…
@hubspot // @matthewbarby
@hubspot // @matthewbarby
“46% of our monthly blog leads came from just 30 posts (out of over 6,000)!”
@hubspot // @matthewbarby
My 8-Step Process
@hubspot // @matthewbarby
1 Define your buyer persona(s)
@hubspot // @matthewbarby
Marketing Mary • Professional marketer (VP, Director, Manager) • Mid-sized company (25-200 employees) • Small marketing team (1-5 people) • BComm (BU), MBA (Babson) • 42, Married, 2 Kids (10 and 6) Goals: • Support sales with collateral and leads • Manage company communications • Build awareness Challenges: • Too much to do • Not sure how to get there • Marketing tool and channel mess
Loves HubSpot because: • Easy to use tools that make her life easier • Learn inbound marketing best practices • Easier reporting to sales and CEO
@hubspot // @matthewbarby
2 Map out the interests and problems facing each of your personas
@hubspot // @matthewbarby
Quora
@hubspot // @matthewbarby
Online Communities
@hubspot // @matthewbarby
Form Fields
@hubspot // @matthewbarby
Speak to your sales team!
@hubspot // @matthewbarby
3 Group interests and problems into broad topic groups
@hubspot // @matthewbarby
@hubspot // @matthewbarby
4 Perform keyword research across topic clusters
@hubspot // @matthewbarby
@hubspot // @matthewbarby
Break down your keyword research into head and long-tail
phrases.
@hubspot // @matthewbarby
Head Keyword: usually a maximum of two words in length but usually one, and will be very broad, for example, “dress” or “red dress”.
@hubspot // @matthewbarby
Long-Tail Keyword: much more specific and usually a minimum of three words in length. It expands further on the body keyword and generally is searched for less, for example, “where to buy a red dress”.
@hubspot // @matthewbarby
Here’s an example…
@hubspot // @matthewbarby
Topic: Men’s Health
@hubspot // @matthewbarby
Head Term: Workout Routines
@hubspot // @matthewbarby
(49,500 monthly searches)
Long Tail Term: Best Ab Workouts for Men
@hubspot // @matthewbarby
(1,000 monthly searches)
5 Group your keywords into topic clusters
@hubspot // @matthewbarby
@hubspot // @matthewbarby
6 Develop content ideas based on the keywords.
@hubspot // @matthewbarby
BuzzSumo
@hubspot // @matthewbarby http://buzzsumo.com/
Ruzzit
@hubspot // @matthewbarby http://www.ruzzit.com/
HubSpot Blog Topic Generator
@hubspot // @matthewbarby http://www.hubspot.com/blog-topic-generator
7 Validate your ideas
@hubspot // @matthewbarby
Reddit (ask your audience)
@hubspot // @matthewbarby
Analyse the SERPs
@hubspot // @matthewbarby
8 Align your content with a CTA
@hubspot // @matthewbarby
High-conversion landing pages
@hubspot // @matthewbarby
This stuff really works…
@hubspot // @matthewbarby
@hubspot // @matthewbarby
@hubspot // @matthewbarby
“92% of our monthly blog leads came from posts published in the previous month or earlier.”
It doesn’t stop there.
@hubspot // @matthewbarby
@hubspot // @matthewbarby
@hubspot // @matthewbarby
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