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Creating Content with a Purpose

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Without content, inbound marketing doesn't exist. Create content that your ideal buyers love, focusing on solutions, the right lifecycle stages and the understanding that content is much more than …

Without content, inbound marketing doesn't exist. Create content that your ideal buyers love, focusing on solutions, the right lifecycle stages and the understanding that content is much more than text. Quality content and the right social proof can help bring in more leads.

This presentation is part of HubSpot's complimentary Inbound Certification. Get started at: http://academy.hubspot.com/certification

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  • ..... check out that Inbound hashtag over on twitter...and don’t forget to say hello to me @goodmanre.Without further ado, let’s jump into our agenda.
  • Twitter hashtag
  • Our agenda for the labs are very simple.We start out by talking about where forms fit in with the methodology – and then dive in to two examples that I have here – one b2b one b2cThen we will go throughsome examples of today’s atetndees – so if you have a link to a landing page to review – that would be helpful.
  • So personas are a pretty big deal, but what is a buyer persona really? Let’s go over a definition:
  • Your content is the message you’re trying to deliver to your visitors, leads, customers, and promoters. There are lots of different ways you can deliver that message--from blogs, to emails, to landing pages. social media, and beyond--all the tools we think of when we think about doing inbound marketing. But without content, there would be nothing to deliver.
  • Without content, the internet would be empty.think about how your customers- you- use the internet. you go to google, you type in a question- what you get in those search results is content.Website pages: contentBlog: contentEmail: content.photo credit: <a href="http://www.flickr.com/photos/sergeysus/8387372792/">Sergey Sus</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-nd/2.0/">cc</a>
  • In those pre-internet days, the main factor that limited what markerters could do was space. how big is my magazine ad? how big is my bilboard? There was a limited amount of it. But now, thanks to the internet, space is basically unlimited. You can have an infinate number of pages, blog posts, ctas...instead, with all of this content, it's much harder to capture the ATTENTION of your prospect. There’s already a ton of content out there – who’s gets the most attention? Which websites will people visit, and which offers will they downlaod? Now, instead of fighting for space, we're fighting for attention.
  • (PHOTO CREDIT NEEDED?)Thats where having good/the right content comes in: capturing prospect's attention.
  • A LOT OF PEOPLE ARE doing it, but not nearly as many feel like they’re doing it right. But it’s really important that we are, because....content matters....
  • But it’s really not an option for us to get this right. Yes we’re in a battle for the internet’s attention, but it’s bigger than that -the way we do business has changed. The power is no longer in the hands of marketers or salespeople, it’s un the hands of your potential customers. And tis stat is really emblematic of this:60% of the sales cycle is over before prospect ever talks to salesperson. Your salespeople used to be the content gatekeepers—they decided who saw what content and when. It wasn’t just free to access by everyone and anyone, if someone wanted to get information about a particular solution, learn more about how a particular category of products oculd help them, or lean about the pros and cons of a specific business, they had to call up their salesperson – or wait for that salesperson to call them.But, now we can find most of that content ourselves out there on the internet.
  • And since marketers are the ones creating that content, that means that marketing – WE - are now in charge of 60% of the sales process. The majority of the responsibliuty for getting more custoemrs actually falls on us. So how do we influence it? with content.
  • The first thing you need to remember about creating remarkable content really gets back to what the definition of what it is in the first place – remarkable content is solution, not product-based. What this means is that remakable content – the stuff that actually works to attract the right visitors, convert, close, and delight them – isn’t about YOUR business, YOUR product – it’s about your potential customers. The problems they’re having, the answers they’re searching for. If you're creating prod-based content, it's going to be good but it's never going to be remarkable.
  • photo credit: <a href="http://www.flickr.com/photos/gorillasushi/3164059182/">GorillaSushi</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-sa/2.0/">cc</a>
  • But here’s the kicker: in order to actually provide a solution, solve that problem, you have to actually know what it is in the first place!So before we can go out and create remarkable content, we have to understand what that content should actually look like in the first place.
  • There are two keys to creating remarkable content. Just two big things we need to know to identify that problem and how to solve it.As long as we do these 2 things, we’ll be perfectly poised to create remarkable content that will transform our inbound efforts from passable into outstanding. So what are they?photo credit: <a href="http://www.flickr.com/photos/9619972@N08/2468320654/">just.Luc</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-sa/2.0/">cc</a>
  • Who your personas are—who you’re trying to reachWhere they are in the buyer’s journey—or where you want to create content for.In order to create remarkable content, we have to tailor it to both our personas and where they are in the buyer’s journey.Let’s talk about each of these.
  • Starting with eprsonas.And folks, you should already be pretty familiar with the concept of bueyr personas.you cannot create effective inbound content without personas. if you don’t have personas, that content you're creating isn’t as effective as it could be.
  • Remember: buyer personas are semi-fictional characters that businesses CREATE, through research, analysis, and taking a close look at who’s already buying from them--to represent their ideal customers. And our personas are who we’re trying to attract, convert, close, and delight—and who we’re creating content for.
  • The task of not just creating content, but creating content that resonates with your readers, is a critical task to master. And it starts with identifying your personas—what they’re interested in, what they’re trying to achieve, what challenges they face, who they are—at a high level, that’s what we want to create content about.So The first step to creating content that resonates with readers is getting a better understanding of who your readers are, especially the ones you want to convert into leads and customers. WHEN YOU KNOW THAT, YOU CAN CREATE THE RIGHT THAT GOES PERFECTLY TOGETHER WITH WHAT THEY WANT TO SEE.
  • The second component of figuring out what to create content about is determining your buyer’s journey. But why?
  • The active research process a potential buyer goes through leading up to a purchase. Your personas are who you’re trying to get to your site; the buyer's journey is the process they go through from finding out about your prod/service all the way to buying it.It’s like the buying process or marketing funnel many of us may be familiar with, but it’s from the buyer’s perspective.
  • As you probably remember from the first class of the inbound certifications series, It’s made up of 3 stages – awareness, consideration and decision – and these depict the research process people go trhough when they first identify there’s something wrong, or there’s an opportunity to seize, all teh way to when they solve that problem or actually take advantage of that opportunity. Great. But why does that matter for us as we go and create content?
  • What content is appropriate in each stage of the buyer’s journey? Well it will come down to what your content is about and how it’s positioned, btu there are specific formats of content that tend to perform better in dfifferent stages.For example, in the awareness stage when Prospect is experiencing and expressing symptoms of a problem or opportunity…. The content assets listed in the 'Awareness' stage are appropriate for that stage of the buying cycle because they help educate your lead -- not on your solution, but on their need.  Consideration stage….Prospect has now clearly defined and given a name to their problem or opportunity. The content assets in the 'Consideration' stage, however, speak directly to how your company can help solve their needs, bridging the gap between the educational assets and product/service information. Decision stage…Prospect has now decided on their solution strategy, method, or approach. The assets in the 'Decision' stage require more action from the lead -- actions the lead is more likely to take because they're now more educated about their problem and why your company is a good choice for solving it.Let’s look at an example of this in action
  • This example is from a hubspot partner agency. The ulitmate goal this agency is hoping to accomplish is to get people to purchase their website design services. But they can’t just go in for the kill right away – they have to first help educate their visitors or prospects on their potential need. What website optimization is, why it matters, what it actually does, and so on.
  • Now that people understand a little bit more about what website optimization actually is, how it can help them, and what some benefits might be, they’re ready to start learning some more of the specifics of what optimization might look like for THEM and how this agency’s particular type of offerings might work for them. That’s what this consideration stage content does.
  • It’s not until the decision stage when prospects are ready to hear about the actual service offerings. Because think about this – in the awareness stage, the may not have even known website redesign was a possiblity. In the conisderation stage, they probably had no idea if a redesign was right for them, let alone what they might need. It’s only when they’re educated about the issue as a whiole that they’re ready to hear from this agency about actual serivces for purchase.
  • But we can see in that previous example, and throuhout the world of inbound, Content has the very important job of being what pulls people from one stage to another in the methodology/buyer's journey. It's the honey-pot/lure/bait.photo credit: <a href="http://www.flickr.com/photos/lender/5499373696/">Robert Lender</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-nd/2.0/">cc</a>
  • So how do you do this for yourself? How do you create the content tailored to your personas and where they are in the buyer’s joruney that’s necessary to fuel your successful inbound strategy? Well it startscreate a content machine at your organization.photo credit: <a href="http://www.flickr.com/photos/30430801@N06/3236275135/">Bousure</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-nd/2.0/">cc</a>
  • Creating a series of processes that you can follow on a regular basis to turn your organization into a content creation master creates momenutm – so that each piece of content you create simulatneosuly gets easier and more effective. Now keep in mind: taking the time to create a process beforehand – to build this content creation machine beforemand – does take a little more time than just jumping right in, but it will pay off in the end with the addditionalmomenutm you gain for your future efforts. Think of it a little but like the toy cars you used to play with as a child – you needed to take the time to pull them back to wind up their gears so that when you let them loose, they could shoot forward.photo credit: <a href="http://www.flickr.com/photos/evoo73/3341993081/">evoo73</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by/2.0/">cc</a>
  • So what does that process look like?It has 4 – or 5 steps- depending on how you look at it. Those are plan, produce, distribute, and analyze. Then, take what you learned in that analysis and repeat it all over again!Let’s go through what each of those steps actually entail, starting with plan
  • Before creating content, be sure you know what you’re going to create and why you’re creating it. And we;ve actually already talked about this a fair bit already! Because that plan is determined by your personas and buyer’s journey, as well as your business goals.
  • The first thing to alwaysthinkaboutiswhatisyour goal.What are youhopingmighthappen? Whatisyour GOAL? Makesurewhatyou create aligns with your business goals. Ifit’s to attract more traffic, then some of that high level, awareness stage contentcould be a greatbet. Ifconvert, maybe some more issue, problem, or opp-specificcontent. photo credit: <a href="http://www.flickr.com/photos/corscri/1320198723/">Corscri Daje Tutti! [Cristiano Corsini]</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-sa/2.0/">cc</a>
  • After you’ve got your goal in mind, the next thing to plan is what you’re actually going to create that will help you reach this goal.A couple things you want to consider when doing this:Of course your persona, buyer’s journey, but how do you know what your persona is actually interested in? Well persona research is going to help, but here are some other waysphoto credit: <a href="http://www.flickr.com/photos/tncountryfan/5111493374/">tncountryfan</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc/2.0/">cc</a>
  • The last element we want to think about when planning our content, is the content golden rule. This one is really important in dictating what the subject of our content is, how it’s positioned. You heard about this a little but in the SM class, but it’s also applicable for content creation in general.80% of the information (content) we develop inside companies is about our customers. Content that answers their questions, directly solves their problems, and is designed to be inherently helpful and benefucal for them. These are things like our guides, lists, how to’s – our educational content and basically everything that falls into that awareness adn consideration stage.The last 20% of the content we create is sales-related content. It talks about our products and features and how wonderful we are and is more self-serving. This is where most of our decision stage content fits in. So what this also means is when thinking about the BJ, most of our content should be A/C, while a minority of it should be D.If you’re thinking this ratio is skewed, and wondering how people are ever going to hear how great your product and service actually is and how much it can help them, think of this this way; even though 80% of our content is actually about our customers and will help solve their challenges, live better lives, do better at work – in reality, the real 80% of content we share is about us and how great we are.
  • When you are talking about yourself – your own products and services, here’s a pro tip to not come across as overly self promotional while still talking about yourself in a positive light -talk about benefits, not just features.It can be a bit of a fine distinction, but discssing the benefits of your prod/service/offering helps people better relate to your content and better understand why you’re a good choce for them. The reason here is that benefits tie into emotional desires like wants and needs – features on the other hand are just things that your product or service has. Let’s look at an example using mcdonalds. A feature that they offer is 24 hour drive-up windows. A benefit is...See how the feature was void of any emotion, while the benefit tapped into desires? Maybe the reader doesn’t want to make breakfast. Or maybe the time-saving element hit a hot button. It might have been the “tasty hot” part that appealed to the desire for comfort. Always follow the 80/20 rule and keep in mind that the majority of your content should be awareness or consideration stage, but when you do ccreate content about yourself/decision stage, remember benefits.
  • Now that we’ve got an idea for what we’re going to create, the second step in the content process is to actually produce that content – and transform those ideas into reality.your content doesn’t have to be huge and gorgeous, you just have to set a plan and follow it.
  • Because all that this produce element comes down to is transforming your ideas into real assets to attract, convert, close, and delight. But: don’t forget - we’re not just trying to create content, we’re trying to create remarkable content. And that content is solution-based.
  • So if you’re still onyl publishing content about your products and services, stop!
  • Because the truth is, no one cares. When was the last time you met someone for the first time, all they did was talk about how great the are, you couldn’t get a word in edgewise, and you still actually wanted to spend time with them? The content you create is exactly the same.
  • The 3rd step in the content process is distribute.Your content is only as good as your content delivery.
  • how do we make distribution more effective? it's the attention versus space argument. People have limited attention. You need remarkable content to grab the attention of your prospects. And that remarkable content needs to be shared with the world in a way that helps you achieve your business goals. There are two factors that go into effective content distribution: how or where you distribute your content, and when. Let’s start with the how or where aspect. Your content can be a powerful tool to attract visitors, convert leads, and so on, but you have to distribute it in the right ways to help it actually achieve those feats. In the next two classes of the certification series, you’ll learn how to use your content to convert your visitors into leads.HowWhere
  • The second aspect of content distribution is when, or how often that content gets shared.Being consistent with when your content is published or how often it gets published is the secret that nobody talks aboutAnd this consistency can be as simple as “we're going to publish a blog post every Wednesday and host a webinar every 4th Tuesday,” or can use a whole calendar. this sets expectations with your prospects about when to expect content from you. Use editorialcalphoto credit: <a href="http://www.flickr.com/photos/lars_p/4365641577/">Lars P.</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by/2.0/">cc</a>
  • The final step in the content process is analysis. Just like every other aspect of an effective inbound strategy, in order to get the most out of content, you need to analyze its efficacy. Are you creating content on the right topics? Is it in the correct formats? Is it being distribuited in the right ways? Knowing the answers to these questions can help you be more effective moving forward.
  • Precisely what you analyze will depend on your content and your business goals, but at a high level, you can analyze a piece of content’s efficacy by taking a look at the number of visits it gets – either to the piece of content itself, or to your website since it was published. Look at the number of leads generated – again, either by the piece of content itself or for your business as a whole. How share-able is your piece of content? Is it getting lots of likes and shares directy on the labding page or blog post itself, or if you’ve shared it via SM, is it getting re-tweeted or re-posted?By author, topic, format
  • The final step in the content process is analysis. Just like every other aspect of an effective inbound strategy, in order to get the most out of content, you need to analyze its efficacy. Are you creating content on the right topics? Is it in the correct formats? Is it being distribuited in the right ways? Knowing the answers to these questions can help you be more effective moving forward.
  • talked a lot about what content is, what makes it remarkable, but now, let’s look at what content that converts looks like.
  • content quality is the most important factor for increasing landing page conversion rates. you can have a completely optimzed LP, but if you don't have great content that goes behind it, no one will visit/use that page in the first place.
  • In order to create remarkable content, we have to tailor it to both our personas and where they are in the buyer’s journey.
  • your content doesn’t have to be huge and gorgeous, you just have to set a plan and follow it.
  • What other questions might you want to ask here?Are these attainable?What kind of leads?How will this be measured?
  • Produce: website pages, blog post, offersDistribute: via IM blog, hubspot.com, linkedin and twitter
  • Produce: blog posts, infographicsDistribute: via IM blog, social media (for infographic distribution)
  • Produce: case studyDistribute: via: hubspot.com
  • Missing word “you should content” –KG
  • What do these say about what’s working? What’s not working?
  • What do these say about what’s working? What’s not working?
  • 1. Contains:Step-by-Step Guide to New Facebook Business Page TimelinesHow to Attract Customers with TwitterLearning LinkedIn From the Experts: How to Build a Powerful Business Presence on LinkedIn4 Marketing Cheat Sheets for Mastering Twitter, Facebook, LinkedIn and Google+
  • Transcript

    • 1. CREATING CONTENT WITH A PURPOSE. Inbound Certification Class #5
    • 2. #INBOUND
    • 3. 1  Why inbound marketing can’t exist without content 2  How to create remarkable content 3  Content that converts 4  Key takeaways and resources AGENDA
    • 4. WHY INBOUND MARKETING CAN’T EXIST WITHOUT CONTENT. 1
    • 5. What is content?
    • 6. Content is the message your inbound marketing strategy delivers. IMAGE CREDIT: FLICKR USER OYAM
    • 7. Without content, the internet would be empty. IMAGE CREDIT: FLICKR USER SERGEYUS
    • 8. Space Pre-Internet Era Post-Internet Era Attention
    • 9. 93% of B2B marketers use content marketing, but only 42% say they’re effective at it.
    • 10. of the sales cycle is over before a prospect ever talks to a salesperson. 60% 40% 60% CORPORATE EXECUTIVE BOARD: bit.ly/zub2I7
    • 11. of the sales cycle is in the hands of marketers and content they create. SALES MARKETING 60% CORPORATE EXECUTIVE BOARD: bit.ly/zub2I7
    • 12. That’s where having the right content comes in: capturing your prospect's attention.
    • 13. HOW TO CREATE REMARKABLE CONTENT.2
    • 14. If you're creating product-based content, it's going to be good but it's never going to be remarkable. Remarkable content is solution, not product-based.
    • 15. To provide a solution, you must understand the problem.
    • 16. But: you can’t solve a problem if you don’t know what it is.
    • 17. TWO KEYS TO CREATING REMARKABLE CONTENT IMAGE CREDIT: FLICKR USER JUST.LUC
    • 18. HOW TO CREATE REMARKABLE CONTENT The Buyer’s Journey Buyer personas
    • 19. HOW TO CREATE REMARKABLE CONTENT The Buyer’s Journey Buyer personas
    • 20. Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals. BUYER PERSONAS
    • 21. If you know who they are, you know what they’re interested in.
    • 22. HOW TO CREATE REMARKABLE CONTENT The Buyer’s Journey Buyer personas
    • 23. The Buyer’s Journey The research process people go through leading up to making a purchase.
    • 24. THE BUYER’S JOURNEY
    • 25. •  Analyst reports •  Research reports •  eBooks •  Editorial content •  Expert content •  Whitepapers •  Educational Content •  Expert guides •  Live interactions •  Webcase •  Podcast •  Video •  Comparison whitepapers •  Vendor comparison •  Product comparison •  Case studies •  Trial download •  Product Literature •  Live demo Prospect is experiencing and expressing symptoms of a problem or opportunity. Prospect has now clearly defined and given a name to their problem or opportunity. Prospect has now decided on their solution strategy, method, or approach. THE BUYER’S JOURNEY AND CONTENT
    • 26. Provide educational content to help prospects educate themselves about the overarching issue, root problem, or potential opportunity at hand. THE BUYER’S JOURNEY
    • 27. Provide educational content to help prospects learn more about the specific problem, opportunity, or issue. THE BUYER’S JOURNEY
    • 28. Provide content and resources that help prospects learn more about and choose the best solution for their problem. THE BUYER’S JOURNEY
    • 29. It has the very important job pulling people from one stage of the methodology to another. Content is the honeypot. IMAGE CREDIT: FLICKR USER ROBERT LENDER
    • 30. “Ok, so how do I actually make this stuff?” Building a content creation machine IMAGE CREDIT: FLICKR USER BOUSURE
    • 31. Goal here is to create a content creation infrastructure because that provides momentum. Processes create momentum. IMAGE CREDIT: FLICKR USER EVOO73
    • 32. The Content Process 1. Plan 2. Produce 3. Distribute 4. Analyze (Repeat)
    • 33. Before creating content, be sure you know what you’re going to create and why you’re creating it. That is determined by your personas, buyer’s journey, and business goals. PLAN
    • 34. What’s  the  goal?   What’s the goal? IMAGE CREDIT: FLICKR USER CORSCRI
    • 35. -  COMING UP WITH ACTUAL IDEAS -  Great content is educational: remember that your ultimate content goal is to solve your persona’s problems—and that the way that occurs is through education. IMAGE CREDIT: FLICKR USER TNCOUNTRYFAN
    • 36. •  Keyword research – what you want to rank for •  Internet forums •  Popular industry news •  Sales/support FAQs •  Your personas’ goals •  Your personas’ challenges WAYS TO IDENTIFY TOPICS THAT MATTER
    • 37. 80/20 for content creation The content GOLDEN RULE
    • 38. TALK BENEFITS, NOT FEATURES. Benefits tie into emotional desires; features mostly have a rational appeal. Benefit: You can get a tasty, hot breakfast fast, on the way to work -- without getting out of your car. Feature: McDonald’s has drive-up windows. 
    • 39. Create your content. Follow your plan for what you’ll produce, who will produce it, and by when. Develop a production strategy that makes sense to you. PRODUCE
    • 40. PRODUCE Transforming content ideas into real conversions.
    • 41. If you are still exclusively publishing content about your products and services, stop. 
    • 42. And now the cold, hard truth:  No one cares about your brand. They want answers to their questions and solutions to their problems. 
    • 43. This means not only which tool you use, but where it is and what you say about it that makes it relevant. it can be really great content, but if it's not relevant to the person when they're seeing it, it doesn't matter how great it is. DISTRIBUTE
    • 44. Delivery makes content relevant. You can’t just create content—you also need to be sure it gets out into the world.
    • 45. BE CONSISTENT WITH CONTENT CREATION. Publish content at a regular rate. Content is the lifeblood of a successful inbound strategy—so be sure you keep pumping it out at a steady rate.
    • 46. Before washing and repeating, make sure what you’re doing is working. Why did it work? Why didn’t it? Use that insight to create better content moving forward. ANALYZE
    • 47. 1  Number of visits 2  Leads generated 3  Social proof, share-ability 4  Inbound links 5  Content performance by author 6  Content performance by topic 7  Content performance by format METRICS TO CONSIDER WHEN ANALYZING CONTENT EFFICACY
    • 48. Take what you learned from each piece of content created to make each one down the road more effective – and remember to follow that 80/20 rule! REPEAT
    • 49. CONTENT THAT CONVERTS.3
    • 50. Content quality is the single most important factor for increasing conversion rates.
    • 51. Buyer personas HOW TO CREATE REMARKABLE CONTENT The Buyer’s Journey
    • 52. THE CONTENT PROCESS 1. Plan 2. Produce 3. Distribute 4. Analyze (Repeat)
    • 53. Let’s apply this to an example!
    • 54. Persona: Marketing Mary Buyer’s Journey: Awareness, Consideration, and Decision Distribution: Social media, blog, website pages Creation timeline: 3 months Who’s responsible: The HubSpot Marketing Team Goal: Purchase inbound marketing software PLAN
    • 55. What to make: Blog posts, website content, offers, social media messages What it’s about: Increased lead generation (her goal/pain point) PRODUCE
    • 56. How to distribute: Website pages, blog, social media, landing pages, email DISTRIBUTE
    • 57. Visits goal: 800k visits in 60 days Leads goal: 40k leads in 60 days Customers goal: 400 customers in 60 days ANALYZE
    • 58. MARKETING MARY AWARENESS STAGE CONTENT Goal: Purchase Inbound Marketing Software Topic: Increased lead generation Awareness stage blog post, eBook, and social media message:   High level educational content helps Mary learn more about her marketing options as a whole and how inbound might be one way to get more leads. Awareness stage page:   ”About” type pages help answer Mary’s questions about “what inbound marketing is in the first place.”
    • 59. WHY THIS WORKS Mary needs to learn what inbound marketing is in the first place before she can determine if it can help her get leads and might be something she wants to invest in.
    • 60. MARKETING MARY CONSIDERATION STAGE CONTENT Goal: Purchase Inbound Marketing Software Topic: Increased lead generation Consideration stage blog posts:  Help Mary learn specifically about how Inbound Marketing can help her accomplish her business goals and get more leads. Consideration stage infographic: helps Mary learn more about the specifics of inbound marketing and how it relates to what she was doing before: outbound marketing.
    • 61. WHY THIS WORKS Now that Mary knows what inbound marketing is, she needs to learn how it can help her get more leads and achieve her overall business goals.
    • 62. MARKETING MARY DECISION STAGE CONTENT Goal: Purchase Inbound Marketing Software Topic: Increased lead generation Decision stage content: Case studies help Mary determine if a particular inbound marketing tool & lead gen strategy will work for her. Decision stage blog:  Content that provides comparisons or specific information on specific products is useful in this stage.
    • 63. WHY THIS WORKS Mary is bought in on inbound marketing and lead generation strategies, now she needs to decide which provider or service best suits her need.
    • 64. IMPORTANT: It’s not until this stage where you should write content about your own company. People aren’t ready to hear about it until they get here!
    • 65. Inbound doesn’t end at the close. Topic and product-specific content, advanced strategy, and education to help users take their lead generation to the next level can also be provided post-sale. MARKETING MARY DELIGHT CONTENT Goal: Retain as a customer and delight into promoter Topic: Increased lead generation
    • 66. How many visits: Goal = 800k; actual = 1 million How many leads: Goal = 40k; actual = 30k How many customers: Goal = 200; actual = 150 ANALYZE
    • 67. How many visits: Goal = 800k; actual = 1 million How many leads: Goal = 40k; actual = 30k How many customers: Goal = 200; actual = 150 ANALYZE
    • 68. WHY THIS WORKS Get a view into what’s working, what’s not, and where to focus on with future content strategies.
    • 69. KEY TAKEAWAYS AND RESOURCES.4
    • 70. 1  Content is the fuel that your inbound strategy runs off of. 2  Great content must be tied to both your persona and where they are in the buyer’s journey. 3  Follow the 80/20 rule and create mainly awareness and consideration stage content. 4  Make sure everything you create is helpful to your personas. 5  Strategy creates momentum: Plan, produce, distribute, analyze, repeat. 6  Distribution is what makes content relevant. Share content and share on a regular basis. KEY TAKEAWAYS
    • 71. RESOURCES 1  A Practical Guide to Creating Killer Marketing Content [eBook] 2  Creating a Content Machine at Your Organization [eBook] 3  Editorial Calendar [downloadable template] 4  35 Free Templates to Make Content Creation Faster [blog post + templates]