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

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