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Making "Boring Industry" Content Work for Your Business #INBOUND13
 

Making "Boring Industry" Content Work for Your Business #INBOUND13

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INBOUND 2013 presentation by Dan Moyle.

INBOUND 2013 presentation by Dan Moyle.
Register for INBOUND 2014 at www.inbound.com

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    Making "Boring Industry" Content Work for Your Business #INBOUND13 Making "Boring Industry" Content Work for Your Business #INBOUND13 Presentation Transcript

    • Making "Boring Industry" Content Work For Your Business “Boring” Content Can Still Kick Ass Dan Moyle | @danmoyle #INBOUND13
    • Why me?
    • Why me?
    • Why me? Our key component in our marketing is education. We’re not looking for “viral” or “sexy.” We educate home buyers in order to develop relationships.
    • 1  2  3  4  Why do we think we’re boring? Shift focus: Journalism Where does the content begin? Is it working?
    • WHY DO WE THINK WE’RE BORING?
    • Why do we think we’re boring?
    • Why do we think we’re boring?
    • Why do we think we’re boring? Exciting vs helpful Useful vs Sexy You know who cares? Warm leads!
    • Why do we think we’re boring? Who cares? Warm leads! A warm lead is a much more cost effective way to market: Inbound costs 61% less per lead than disruptive marketing Source: HubSpot
    • Have a personality: Zombie home buyers Beyond the boring
    • Screw “sexy.” Be helpful. Beyond the boring
    • 2 SHIFT FOCUS TO “JOURNALISM”
    • SHIFT FOCUS: JOURNALISM
    • Shift focus: Journalism •  Engaging stories •  Solve those problems •  Gain trust, gain evangelists
    • Use Engaging Stories Source: hubspot.com
    • Use Data to Measure & Improve Tell the story of buying a first house: most popular article in views, conversions, links
    • Solve Those Problems When I have a problem, I should find you.
    • Gain Trust, Evangelists •  Using facts and stories rather than flash and flair builds trust. •  Trust builds relationships. •  Great evangelists come from great relationships.
    • Jimmy Olsen WHAT IS A KEYWORD? JOURNALISM: 101 Who | What | Why | When | Where How (Do I solve my problem with your service/product/company?)
    • 3 WHERE DOES THE CONTENT BEGIN?
    • WHERE DOES THE CONTENT BEGIN? 1  Content begins with the customer –  Ask your sales team –  Answer all questions
    • Where does the content begin? Customer Questions: •  How do I …. •  How much does … •  Why is … •  Where do I find … •  Why can’t I … •  This vs That / This or That •  Who do we ask for the answers?
    • WHERE DOES THE CONTENT BEGIN? 1  Content begins with the customer –  Ask your sales team –  Answer all questions 2  Check the headlines –  Current events in the world –  What’s going on in your client’s lives?
    • Where does the content begin? Current events: Tie them to your industry/product or service What’s going on in your client’s life? (Relevancy) What’s going on in your industry?
    • Newsjacking helps by maintaining relevancy. Newsjacking helps keep your boring industry interesting. Newsjacking is fun to do as a content creator.
    • Evergreen Content Content That Lives On Every question a customer has asked, another one will ask. It’s not boring if it’s helpful. http://upload.wikimedia.org/wikipedia/commons/f/ff/Hawk_Flying_by_Pine_Tree.jpg
    • Where does the content begin? 3 Places to “Find” Content 1) Customers & Sales Team 2) Current Events – Google News 3) Cross Relevancy – zombies, Firefly, cool cars, sports
    • 4 IS IT WORKING?
    • Is it working? Find out what’s working Find out what’s not working Test. Test. Test.
    • Tools to Measure Success Tools: Page performance
    • Metrics That Matter Tools: email Measure delivers, clicks
    • Test. Test. Test. Test everything: CTAs, social media and more
    • Final Thoughts Screw sexy. Be helpful. Tell a story. Test. Test. Test.
    • THIS IS HOW WE CHANGE THE GAME #INBOUND13 @danmoyle @amerifirst bit.ly/inbound2013DM #INBOUND13
    • QUESTIONS?