Inbound Marketing

Eoin Kennedy4th February 2015

Eoin Kennedy

•20 years communications experience.

•Current chair IIA SMWG.

•Freelance consultant

•Knudger.com & PledgUp.com

•PRII, MII, UCD, H Dip.

•www.Congregation.ie

Agenda

• Introduction

• Trends

• Audience – Buyer Personas

• Channels/Platform

• Content Creation – Creation to Calendar

• Monitoring

• Earned content/PR

• Measurement

• Congregation Casestudy

Inbound Marketing

“Establishing yourself as authority, offering useful

advice over time, so you’re the first one they think of

when ready to buy.”

Sticky Marketing Club

Hubspot.com

Inbound

• Earns attention

• Findability

• Draws customers

Through

• Interesting content

Inbound Themes

1.Content Creation + Distribution.

2.Lifecycle Marketing.

3.Personalisation.

4.Multi-channel.

5.Integration.

Trends

•Interruption Marketing Decline.

•Brand Journalism.

•Paid for Visibility.

•X5 Promotional Effort.

•Ever Green Content.

•Repurposing content.

•Content Marketing Cross posting.

•Negative SEO and Guest Blogging.

•Curation Works.

•Social Proof Matters.

• Micro Content

Brand Journalism

•http://www.coca-colacompany.com

•Liftstyle Magazine

•Included branded content

http://blog.intercom.io/12-steps-to-creating-

landing-pages-that-convert/

Repurposing Content

•http://www.inthecompanyofhuskies.com/blog/our-news/how-to-save-your-

organic-reach-on-facebook/

Why Inbound/Content Marketing

Not about selling Helpful & Informative Happy

Happy to share/endorse Socially validated Tell your story

Drive higher quality traffic

Leadership/Authority positioning

Relationships built on trust.

SEO ranking Builds Loyalty Word of mouth

Better Customer understanding

Creates connections

Content Marketing is Older than Advertising

Photo courtesy of jimduell(CC ShareALike)

In reality its

Storytelling

The Boyhood of Raleigh. Sir John Everett Millais

Listening

Image: prusamarketing.com

Strategy

http://www.verticalmeasures.com

Content Marketing Strategy

Strategy

Development

Research

Content

creation

Content

Optimisation

Content

Promotion

Content

Distribution

Link Building

Measure

Results

Agile, Map,

Share

Research & comparison

Purchase

Hubspot.com

•Draw them

•Become them

Exercise 1

Post up your buyer personas?

Ideally a pencil picture and some data from:

•Background & Demographics

•Goals & Challenges

•Quote & Objections

•Key concerns

•(include groups and likes)

Facebook• 2.3 m Irish FB profiles

• 1.7 m mobile

• 280 friends average

• 120k over last 6 months

• 59%

• Like 79 average pages.

• 70% Irish business.

• Monday

• T & Cs.

IPSOS MRBI

Facebook Newsfeed

Algorithm

• 7% reached

•Alogorithm

• Promoted post

• Negative Feedback

Twitter

* Ipsos MRBIRef: Eight Twenty Irish Independent

•27%

•160 tweets

•Wednesday

•Politics & Sport

•10-11pm

LinkedIn

• 700K + Irish LinkedIn Profiles

• 23%

• Linked in growing x3 faster than FB

• Average user is 35 to 44 living in Dublin AB

social class

• Use to grow Twitter

Google+

Flickr & Pix.ie

•Photosharing sites

•Great for broadening

•your digital footprint

•Don’t tell. Show.

•Great for user generated content

which can be reintegrated into

your website. Eg. Guinness

Storehouse

YouTube

Second biggest search engine

1.3 Million Irish users in 2010

400 million views per month

Think how you can make sticky

video content, eg. Bacardi Ireland

Boards.ie

•400k.

•Threads & Forums.

•Talk to.

•Non Commercial.

•Transparent.

Boards.ie

Suggestions Reviews/Opinions

Facebook, Foursquare & Location

•1% Foursquare

•Reviews/photos

•Reward regular customers

•Users recommend according to location

SlideShare

• PowerPoint Presentations.

• Add key components of release.

• Add video, music and photos.

• Tell the story.

• Share.

Recommendations

TripAdvisor & Yelp & Louder Voice

Use your fans to tell their friends

about how great you are.

All about incentivising

Wikipedia

• 6th most visited.

• 365 million readers

• 22 million articles

• 100,000 editors

• WikiProject Ireland

• Search Ranking = Key

Wikipedia

Instagram

• Photo sharing service

• Chat

• Filters & Higher Quality

• News engine?

Audio

• Audio sharing to podcasting

• Hosting, editing

Blogs

• Free software & hosting

• Leadership

• Personality

• Search

• Central Repository

Live Demo

http://eoinkennedy.ie/blog/wp-admin/

Live Demo

http://eoinkennedy.ie/blog/wp-admin/

Great Irish Blogs

• www.spiderworking.com

• Tips

• How to guides

• Lots of simple multimedia

• www.razorsocial.com

• Tools expert

•Guest blogging/mega

group blogs

• Auxillary services

Great Irish Blogs

• www.wholesome.ie

• Lidl advocate

• Book published

• http://doneganlandscaping.com/blog/

• Publishes actual work

• Evolved Podcast

• Avid twitter

Blogging Tips

•Content length matters

•More links, shares, ranks

•750 words

•Less but quality

•Readable.

Blogging Tips

•Tools

•Analytics http://www.google.com/analytics/

•Domain Authority

•Moz http://www.opensiteexplorer.org

• https://socialcrawlytics.com

•Keyword research

•http://tools.seochat.com/tools/related-keywords-tool/

Exercise 2

What platforms work best for your customers?

Match to Buyer Persona.

What is your domain authority?

Find an associated influential blog you could guest post on?

Find the keywords for you sector and audience?

http://tools.seochat.com/tools/related-keywords-tool/

https://adwords.google.com

Content Brain Storming Ideas

•Read books.

•Company/Customer Group Brainstorm.

•Invest in self-development.

•Question basic assumptions.

•Take a contrarian view.

•Create a story.

•Interview others.

•Social networking.

•Keyword Analysis.

•Data driven

Content Marketing Types

Formats Types

Blog Posts Lists

Guest Post How to

E-books Curation

Email Newsletters FAQs

PowerPoint Presentation Data/Stats

Podcasts Excerpted Content

Standard Videos Newsjacks

Micro-videos (Vine) MegaGroups Post

Social Media Posts

Live Presentations

Webinars

White Papers

Infographics

Exercise 3

Identify 5 sources of content.

Identify type content that matches consumers and ability.

Match to buyer persona.

10 ideas for things you could post about.

Content Funnel

Pitch = idea

Planned = date

Assigned = who

Draft without Image

Pending review

Final Review

Published

Content Calendar

http://www.convinceandconvert.com/social-media-strategy/how-to-build-a-

content-calendar-plus-a-free-template-for-2014/

http://www.convinceandconvert.com/social-media-strategy/how-to-build-

a-content-calendar-plus-a-free-template-for-2014/

Exercise 4

Produce an editorial calendar.

Include:

•Global events, local events, sector and company.

•12 months

Web users scan, they don’t read

How people read websites

Jakob Nielsen, F-Shaped Pattern For Reading Web Content. Available from http://www.useit.com/alertbox/reading_pattern.html (19 March 2009)

Writing good content

1 Focused Keywords

2 Open strongly

3 Be lively and entertaining

4 Write well

5 KISS (Keep It Short and Sweet)

6 Think visually

7 Stay current

8 Be accurate

9 Make your content easy to navigate

10 Be paranoid about proofreading

11 Be obsessed with data

Pat Wootton,

PromptProofing.com

Content – Placement and Length

• Place content in a prominent position

• Large enough font size to be read easily

• People prefer to click, rather than scroll

• Keep pages to two screens/scrolls or less

• Break content into subsections, and link –but don’t overlink

• Align your content left!

Keep a consistent style across your website

• Page layout

• Images

• Navigation

• Content

Consistent Style

• “Content is king” – as much on-topic and as high quality as possible

• Content must be easy to find by users and“search-friendly” (easily indexed) by search engines

• Update your content regularly – rankings can change and search engines love freshcontent e.g. blogs, guest comments, news stories

• Ongoing search engine optimisation is essential

Writing Web and SEO friendly content

www.elucidate.ie

• Use headings that are descriptive, of 4-8 words

• Keep word count short:

– 8-20 words per sentence

– 3-10 sentences per paragraph

– 300-500 words in total

• Provide 20 word introduction,

if needed

• Use bullets, paragraph breaks &

• sub-headings

• Provide links to internal and external related content pages, especially at the end of an article

Rules of Thumb

Rutgers, Web Toolkit and Resources – Web Writing Tips. Available from http://toolkit.rutgers.edu/web_writing.shtml (19 March 2009)

Make It Active

• Avoid the passive tense

• Consider the call to action of the website on all pages

• What do you want potential customers to do?

• EAT. DO-KNOW-GO

Make It Active

Rutgers, Web Toolkit and Resources – Web Writing Tips. Available from http://toolkit.rutgers.edu/web_writing.shtml (19 March 2009)

eMail us now

versus

Contact us by completing the online form available on this site.

Book your place

versus

Contact us by email to book your place now.

Support Assertions With Facts

• Just because you believe something is right, don’t assume that everyone else will

• Make sure the facts are there

• Use imagery to reinforce and entice

• Web is a linking medium: split content into small coherent pieces to avoid scrolling

• Make headings brief, break up with subheadings

• Use “calls to action”, where possible, to more information or take action

• Short paragraphs:– Newspaper: 60 words– Novel: 110– Web: no more than 50

• Know your audience (consumer and business) and engage with them

Some General Guidelines

website content+

website code+

links to/from other sites

= position

keyw

ord

s

Content - Make it Search-Friendly

• Include your “have-to-have” keywords a number of times

• Include your “good-to-have” keywords a smaller number of times

• Try to include a certain percentage of your “nice-to-have” keywords (~75%)

• Avoid Flash

• Always use good ALT tags for your images

Use Keywords:

Page title

URL

Image alt tags

Headings

Hyperlinks

Anchor textSearch engines put a lot of weight on anchor

text, so use keyword phrases accordingly

This is the text that is the clickable part of a link

You should avoid using ‘click here’ type text as it is

meaningless to search engines.

Anchor text is useful to both people and search

engines, as it tells them what the page they are

about to visit is about.

Consider using a use a call to action to encourage

users to click a link or button and complete a task.

The Press Release 2.0’d

www.wordle.net

Curating Stories. Finding them

•Gathering

•Comment & share

•Add value

•Feedly.com

Top 10 Free online tools

Spundge (www.spundge.com)

Curation Tool

• Content Curation

• Discover

• Curate

• Create

Curating Stories.

•Storify.com

•Curate the story.

•Leverage additional commentary.

•Collate press clippings.

•Track and promote related topics.

Twitter Story Telling

Crowdsourcing/UGC

Use your audience as a research group:

• Doritos Attack on Westminster

• Mountain Dew Dewmocracy

Forest Whittaker asked for the next

flavour. The winner (called Voltage was

unveiled in 2008.

•Sugru

•Glenisk

More video options.

•6 Sec video

•Simple operation

•No hosting

•Social seeding

•15 Sec video

•Cover frame

Exercise 5

Produce a piece of content as per buyer persona stage.

Default: A press release/news article but could be:

• Video

• Series of tweets – tweet story

• Blog post

• Photo story – Instagram

• Powerpoint presentation

(NB – Think buyer persona – write with them in mind.)

• Repurpose this content X 3

10 great monitoring tools

1. Google Analytics

2. Google Keyword Tool

3. Klout (www.klout.com)

4. Social Mention (www.socialmention.com)

Top 10 Free online tools

5. Topsy (www.topsy.com)

6. Boardreader (http://boardreader.com)

7. Postling (www.postling.com)

8. HyperAlerts (www.hyperalerts.no)

10 great monitoring tools

9. Bottlenose (www.bottlenose.com)

Top 10 Free online tools

1. Tweettbinder

(www.tweetbinder.com)

#Hashtag monitoring

2. Hashtracking

(www.Hashtracking.com)

3. Other

(www.tweetreach.com)

Measurement

•Offer uptake

•New contact rate

•Page views and traffic

•Inbound links

•Social media shares

•Conversion rates

•Email sign ups

http://unbounce.com

Exercise 6

How and what will you measure each piece of content.

Include indicators.

• Sales

• Web site traffic

• Newsletter signups

• Calls to registration desk

NB – Think buyer persona – write with them in mind.

• Overview

• No advertising support.

• Pre/post content

•Pre

• Imagery

• Video

• Maps

• Meet the venues

• 57 posts #cong13 62 #cong14

•Post anatomy.

•Imagery

•Social Sharing

•Mailchimp EDM

•Social asset deployment

• During

•Vine videos

•Google Hangouts

•#cong14 Tweets

•Foursquare/Swarm

• Post

•eBook

•Blog & Guest post

•Infographic

•Video

•Audio

•Photos & Tagging

•Book club

Digital Footprint

Expected Unexpected57 Blogs submissions 27 Audioboos

> 2000 & RT Tweets 1 Google Hangout

Animated Video Trending

3 video Interviews Curated List.ly

4 Podcasts 60:40% Male/Female

80+ Flickr photos 10+ Blogs

7,000+ Visits Onsite Facebook Comments

20,000 Page Impressions Real World Connection

Reformatting

•Photos

•Text

•Social sharing

Blog Post

•Photos/text

•Infographic

•TablesReport

•Audio

•Text/photos

Audio Book

• Slideshare

• Audiobook

• Social hack

• Q&A

• Testimonials

Future content

• Still to do..

• Audioboo/Soundwave

• Slideshare.

• Social media hacks.

• Q&A

• Breakout quotes.

• Tips

• Odesk.com

• Canva.com

• Utilise # Tracking

• Timing decay

• Reformatting

• Most popular posts

• @ attendees @ similar

• Let metrics drive behaviour - timing

• Demo:

• Google Analytics

• Mail Chimp

• Distribution Workflow

•Social channels

•Prime discussions

• eBook

• Earned media

• Blogger reviews

• Topsy

•#hashtagtracking

Strategy

http://www.verticalmeasures.com

Content Marketing Strategy

Strategy

Development

Research

Content

creation

Content

Optimisation

Content

Promotion

Content

Distribution

Link Building

Measure

Results

Agile, Map,

Share

Further reading

http://www.hubspot.com/inbound-

marketing

http://www.slideshare.net/randfish/p

resentations

Thanks for your time.

Eoin Kennedy,

+ 353 86 8339540

www.congregation.ie

eoin@congregation.ie

www.twitter.com/eoink

www.eoinkennedy.ie

Skype: eoin.kennedy.work