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Blue Sky Factory<br />Driving Email Marketing Performance<br />Content is King: Build Your Brand <br />    with Blogging &...
Greg and Mike<br />Greg Cangialosi<br />Founder & CEO<br />greg@blueskyfactory.com<br />@gregcangialosi<br />Mike Volpe<br...
Agenda<br /><ul><li> 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</li></li></ul><li>Marketing is Changing<br />1950 - 2000<br />2000 - 2050<br />
Outbound Marketing<br />
Outbound Marketing is Harder<br />800-555-1234<br />Annoying<br />Salesperson<br />
The Great News…<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
Inbound Gives Leverage<br />
Questions to ask yourself...<br />
Am I regularly creating new share-worthy content?<br />
Am I promoting my content<br />in social media conversations?<br />
Am I optimizing my content for search and social media?<br />
Am I converting as<br />many visitors into<br />leads and sales as I can?<br />
Stop thinking like a<br />marketer or advertiser.<br />
Start thinking like a<br />publisher and socializer.<br />
Inbound Marketing<br />
Inbound Marketing<br /> Create<br /> Promote<br /> Optimize<br /> Convert<br />
Inbound Marketing<br /> Create<br /> Promote<br /> Optimize<br /> Convert<br />
Publish Everything<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
Publish Everywhere<br />
Re-Publish What You Have<br />SolidWorks: 100+ Videos on Website<br />Published on YouTube, No Promotion<br />10,000+ View...
1,000’s of Tweets about report - Twitter drove 30% of traffic<br />Link-Worthy & Share-Worthy<br />
Blogging Attracts More Links<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
Blogging Attracts More Visitors<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
46% of companies who blog have gotten revenue<br />because of their blog.<br />Source: survey of hundreds of businesses: H...
Blogging More Often Drives Results<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
Inbound Marketing<br /> Create<br /> Promote<br /> Optimize<br /> Convert<br />
Create an Engaging Presence<br />Events<br />Videos<br />Discussions<br />Photos<br />Blog Articles<br />
Content Makes You Interesting<br />
Blogging Brings Social Media Success<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />
Make Sharing Easy<br />
Power Your Blog via Email<br />
Social Media is for Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
Inbound Marketing<br /> Create<br /> Promote<br /> Optimize<br /> Convert<br />
Google is Judge, Jury and Executioner<br />HubSpot.com/cartoons<br />
SEO = Context and Authority<br />Ranking Algorithm:f(n): Context + Authority<br />
On-Page SEO (Context)<br /><ul><li> Page Title
 Clean URL
 Headers & Content
 Description</li></li></ul><li>Authority is Determined by Links<br />
More Content, Better Content = Links<br />Source: Data from selected websites using www.WebsiteGrader.com<br />
Inbound Marketing<br /> Create<br /> Promote<br /> Optimize<br /> Convert<br />
Calls to Action on All Content<br />
Track Your Conversion Rate<br />
“You live and <br />die by your database.”<br />- Jeff Pulver<br />
Make it Easy to Convert EVERYWHERE<br />
Use & TEST Landing Pages<br />
While They Are Converting...<br /><ul><li>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. </li></li></ul><li>
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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.

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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  • Transcript of "Content is King: Build Your Brand with Blogging & Email"

    1. 1. Blue Sky Factory<br />Driving Email Marketing Performance<br />Content is King: Build Your Brand <br /> with Blogging & Email<br />Greg Cangialosi and Mike Volpe<br />March 18, 2010<br />Twitter: #bsfwebinar<br />Baltimore, Maryland<br />
    2. 2. Greg and Mike<br />Greg Cangialosi<br />Founder & CEO<br />greg@blueskyfactory.com<br />@gregcangialosi<br />Mike Volpe<br />VP, Inbound Marketing<br />mvolpe@hubspot.com<br />@mvolpe<br />
    3. 3. Agenda<br /><ul><li> Inbound vs. Outbound Marketing
    4. 4. Content as the new marketing currency
    5. 5. The shift from marketer to publisher
    6. 6. Create, promote, optimize, convert, retain
    7. 7. From links to leads
    8. 8. Keeping your base engaged via email</li></li></ul><li>Marketing is Changing<br />1950 - 2000<br />2000 - 2050<br />
    9. 9. Outbound Marketing<br />
    10. 10. Outbound Marketing is Harder<br />800-555-1234<br />Annoying<br />Salesperson<br />
    11. 11. The Great News…<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    12. 12. Inbound Gives Leverage<br />
    13. 13. Questions to ask yourself...<br />
    14. 14. Am I regularly creating new share-worthy content?<br />
    15. 15. Am I promoting my content<br />in social media conversations?<br />
    16. 16. Am I optimizing my content for search and social media?<br />
    17. 17. Am I converting as<br />many visitors into<br />leads and sales as I can?<br />
    18. 18. Stop thinking like a<br />marketer or advertiser.<br />
    19. 19. Start thinking like a<br />publisher and socializer.<br />
    20. 20. Inbound Marketing<br />
    21. 21. Inbound Marketing<br /> Create<br /> Promote<br /> Optimize<br /> Convert<br />
    22. 22. Inbound Marketing<br /> Create<br /> Promote<br /> Optimize<br /> Convert<br />
    23. 23. Publish Everything<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
    24. 24. Publish Everywhere<br />
    25. 25. Re-Publish What You Have<br />SolidWorks: 100+ Videos on Website<br />Published on YouTube, No Promotion<br />10,000+ Views / Month<br />
    26. 26. 1,000’s of Tweets about report - Twitter drove 30% of traffic<br />Link-Worthy & Share-Worthy<br />
    27. 27. Blogging Attracts More Links<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
    28. 28. Blogging Attracts More Visitors<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
    29. 29. 46% of companies who blog have gotten revenue<br />because of their blog.<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    30. 30. Blogging More Often Drives Results<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    31. 31. Inbound Marketing<br /> Create<br /> Promote<br /> Optimize<br /> Convert<br />
    32. 32. Create an Engaging Presence<br />Events<br />Videos<br />Discussions<br />Photos<br />Blog Articles<br />
    33. 33. Content Makes You Interesting<br />
    34. 34. Blogging Brings Social Media Success<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />
    35. 35. Make Sharing Easy<br />
    36. 36. Power Your Blog via Email<br />
    37. 37. Social Media is for Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    38. 38. Inbound Marketing<br /> Create<br /> Promote<br /> Optimize<br /> Convert<br />
    39. 39. Google is Judge, Jury and Executioner<br />HubSpot.com/cartoons<br />
    40. 40. SEO = Context and Authority<br />Ranking Algorithm:f(n): Context + Authority<br />
    41. 41. On-Page SEO (Context)<br /><ul><li> Page Title
    42. 42. Clean URL
    43. 43. Headers & Content
    44. 44. Description</li></li></ul><li>Authority is Determined by Links<br />
    45. 45. More Content, Better Content = Links<br />Source: Data from selected websites using www.WebsiteGrader.com<br />
    46. 46. Inbound Marketing<br /> Create<br /> Promote<br /> Optimize<br /> Convert<br />
    47. 47. Calls to Action on All Content<br />
    48. 48. Track Your Conversion Rate<br />
    49. 49. “You live and <br />die by your database.”<br />- Jeff Pulver<br />
    50. 50. Make it Easy to Convert EVERYWHERE<br />
    51. 51. Use & TEST Landing Pages<br />
    52. 52. While They Are Converting...<br /><ul><li>Tell them what they will receive!
    53. 53. Include newsletter / communication titles and a brief description of what you offer.
    54. 54. Show the frequency at which they are sent.
    55. 55. Include easy access to other email offerings – Specials, Press Releases, etc. </li></li></ul><li>
    56. 56. Work the Funnel<br />1. Top of Mind = Mindshare!<br />2. Nurture, Nurture, Nurture. (Its not about the sale)<br /> <br /> <br />3. Add value to your subscribers lives.<br />4. There are many different types of "conversions" treat them uniquely.<br />
    57. 57. Frequency (Test, Test, Test)<br /><ul><li>Do not over email!
    58. 58. Frequency should be determined on a list-by-list basis
    59. 59. Allow subscribers to choose the amount of email they receive from you
    60. 60. 37.4% say they receive more email than they expected when they signed up. - Return Path
    61. 61.  Track results in opens, clicks, opt-outs (that says it all!) </li></li></ul><li>Create, relevant, compelling content.<br />
    62. 62. Email Marketing – The Digital Glue<br />
    63. 63. Inbound Marketing Summary<br />Convert<br />
    64. 64. Email Tips:<br />- Make your conversion (subscription process) SIMPLE.<br />- Stay in front of your base with timely relevant emails that your subscribers asked for.<br /><ul><li> Track rigorously, and optimize through testing.
    65. 65. Publish content that is share-worthy to increase the reach of your messages and to grow your list further.</li></li></ul><li>Download our latest eBook <br />http://www.blueskyfactory.com/ultimate<br />
    66. 66. Connect with Us<br />Greg Cangialosi<br /> President & CEO<br />greg@blueskyfactory.com<br />@gregcangialosi<br />Mike Volpe<br />VP, Inbound Marketing<br />mvolpe@hubspot.com<br />@mvolpe<br />

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