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Content is King: Build Your Brand with Blogging & Email
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Content is King: Build Your Brand with Blogging & Email

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Valuable content --> inbound links. Inbound links --> leads. Leads --> sales....

Valuable content --> inbound links. Inbound links --> leads. Leads --> sales.

It all starts with content. By providing your audience with valuable, relevant information, your company will benefit from inbound link love and ultimately more sales. Unfortunately many marketers get stuck in the planning phase. "What type of content do I share? What channels do I use to share? How do I best promote the content?"

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  • To quote David Meerman Scott, no one cares about your products (except you).Don’t use your Facebook Page to talk about you and your products – create interesting, useful content that your audience wants to consume.
  • To quote David Meerman Scott, no one cares about your products (except you).Don’t use your Facebook Page to talk about you and your products – create interesting, useful content that your audience wants to consume.
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Content is King: Build Your Brand with Blogging & Email Content is King: Build Your Brand with Blogging & Email Presentation Transcript

  • Blue Sky Factory
    Driving Email Marketing Performance
    Content is King: Build Your Brand
    with Blogging & Email
    Greg Cangialosi and Mike Volpe
    March 18, 2010
    Twitter: #bsfwebinar
    Baltimore, Maryland
  • Greg and Mike
    Greg Cangialosi
    Founder & CEO
    greg@blueskyfactory.com
    @gregcangialosi
    Mike Volpe
    VP, Inbound Marketing
    mvolpe@hubspot.com
    @mvolpe
  • Agenda
    • Inbound vs. Outbound Marketing
    • Content as the new marketing currency
    • The shift from marketer to publisher
    • Create, promote, optimize, convert, retain
    • From links to leads
    • Keeping your base engaged via email
  • Marketing is Changing
    1950 - 2000
    2000 - 2050
  • Outbound Marketing
  • Outbound Marketing is Harder
    800-555-1234
    Annoying
    Salesperson
  • The Great News…
    Source: survey of hundreds of businesses: HubSpot.com/ROI
  • Inbound Gives Leverage
  • Questions to ask yourself...
  • Am I regularly creating new share-worthy content?
  • Am I promoting my content
    in social media conversations?
  • Am I optimizing my content for search and social media?
  • Am I converting as
    many visitors into
    leads and sales as I can?
  • Stop thinking like a
    marketer or advertiser.
  • Start thinking like a
    publisher and socializer.
  • Inbound Marketing
  • Inbound Marketing
    Create
    Promote
    Optimize
    Convert
  • Inbound Marketing
    Create
    Promote
    Optimize
    Convert
  • Publish Everything
    Blog
    Podcast
    Videos
    Photos
    Presentations
    eBooks
    News Releases
  • Publish Everywhere
  • Re-Publish What You Have
    SolidWorks: 100+ Videos on Website
    Published on YouTube, No Promotion
    10,000+ Views / Month
  • 1,000’s of Tweets about report - Twitter drove 30% of traffic
    Link-Worthy & Share-Worthy
  • Blogging Attracts More Links
    Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • Blogging Attracts More Visitors
    Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • 46% of companies who blog have gotten revenue
    because of their blog.
    Source: survey of hundreds of businesses: HubSpot.com/ROI
  • Blogging More Often Drives Results
    Source: survey of hundreds of businesses: HubSpot.com/ROI
  • Inbound Marketing
    Create
    Promote
    Optimize
    Convert
  • Create an Engaging Presence
    Events
    Videos
    Discussions
    Photos
    Blog Articles
  • Content Makes You Interesting
  • Blogging Brings Social Media Success
    Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  • Make Sharing Easy
  • Power Your Blog via Email
  • Social Media is for Leads and Sales
    Source: survey of hundreds of businesses: HubSpot.com/ROI
  • Inbound Marketing
    Create
    Promote
    Optimize
    Convert
  • Google is Judge, Jury and Executioner
    HubSpot.com/cartoons
  • SEO = Context and Authority
    Ranking Algorithm:f(n): Context + Authority
  • On-Page SEO (Context)
    • Page Title
    • Clean URL
    • Headers & Content
    • Description
  • Authority is Determined by Links
  • More Content, Better Content = Links
    Source: Data from selected websites using www.WebsiteGrader.com
  • Inbound Marketing
    Create
    Promote
    Optimize
    Convert
  • Calls to Action on All Content
  • Track Your Conversion Rate
  • “You live and
    die by your database.”
    - Jeff Pulver
  • Make it Easy to Convert EVERYWHERE
  • Use & TEST Landing Pages
  • While They Are Converting...
    • Tell them what they will receive!
    • Include newsletter / communication titles and a brief description of what you offer.
    • Show the frequency at which they are sent.
    • Include easy access to other email offerings – Specials, Press Releases, etc.
  • Work the Funnel
    1. Top of Mind = Mindshare!
    2. Nurture, Nurture, Nurture. (Its not about the sale)
     
     
    3. Add value to your subscribers lives.
    4. There are many different types of "conversions" treat them uniquely.
  • Frequency (Test, Test, Test)
    • Do not over email!
    • Frequency should be determined on a list-by-list basis
    • Allow subscribers to choose the amount of email they receive from you
    • 37.4% say they receive more email than they expected when they signed up. - Return Path
    •  Track results in opens, clicks, opt-outs (that says it all!)
  • Create, relevant, compelling content.
  • Email Marketing – The Digital Glue
  • Inbound Marketing Summary
    Convert
  • Email Tips:
    - Make your conversion (subscription process) SIMPLE.
    - Stay in front of your base with timely relevant emails that your subscribers asked for.
    • Track rigorously, and optimize through testing.
    • Publish content that is share-worthy to increase the reach of your messages and to grow your list further.
  • Download our latest eBook
    http://www.blueskyfactory.com/ultimate
  • Connect with Us
    Greg Cangialosi
    President & CEO
    greg@blueskyfactory.com
    @gregcangialosi
    Mike Volpe
    VP, Inbound Marketing
    mvolpe@hubspot.com
    @mvolpe