Making "Boring Industry"
Content Work For Your
Business
“Boring” Content Can Still Kick Ass

Dan Moyle | @danmoyle
#INBOUN...
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 i...
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 cost...
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 relationship...
Jimmy Olsen

WHAT IS A
KEYWORD?

JOURNALISM: 101
Who | What | Why | When | Where
How (Do I solve my problem with
your serv...
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 …
•  Wh...
WHERE DOES THE CONTENT BEGIN?

1  Content begins with the customer
–  Ask your sales team
–  Answer all questions

2  Chec...
Where does the content begin?
Current events: Tie them to your industry/product or service
What’s going on in your client’...
Newsjacking helps by
maintaining relevancy.
Newsjacking helps keep your
boring industry interesting.
Newsjacking is fun to...
Evergreen Content
Content That Lives On
Every question a customer
has asked, another one
will ask. It’s not boring if
it’s...
Where does the content begin?
3 Places to “Find” Content
1) Customers & Sales Team
2) Current Events – Google News
3) Cros...
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?
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INBOUND 2013 presentation by Dan Moyle.
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Making "Boring Industry" Content Work for Your Business #INBOUND13

  1. 1. Making "Boring Industry" Content Work For Your Business “Boring” Content Can Still Kick Ass Dan Moyle | @danmoyle #INBOUND13
  2. 2. Why me?
  3. 3. Why me?
  4. 4. 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.
  5. 5. 1  2  3  4  Why do we think we’re boring? Shift focus: Journalism Where does the content begin? Is it working?
  6. 6. WHY DO WE THINK WE’RE BORING?
  7. 7. Why do we think we’re boring?
  8. 8. Why do we think we’re boring?
  9. 9. Why do we think we’re boring? Exciting vs helpful Useful vs Sexy You know who cares? Warm leads!
  10. 10. 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
  11. 11. Have a personality: Zombie home buyers Beyond the boring
  12. 12. Screw “sexy.” Be helpful. Beyond the boring
  13. 13. 2 SHIFT FOCUS TO “JOURNALISM”
  14. 14. SHIFT FOCUS: JOURNALISM
  15. 15. Shift focus: Journalism •  Engaging stories •  Solve those problems •  Gain trust, gain evangelists
  16. 16. Use Engaging Stories Source: hubspot.com
  17. 17. Use Data to Measure & Improve Tell the story of buying a first house: most popular article in views, conversions, links
  18. 18. Solve Those Problems When I have a problem, I should find you.
  19. 19. Gain Trust, Evangelists •  Using facts and stories rather than flash and flair builds trust. •  Trust builds relationships. •  Great evangelists come from great relationships.
  20. 20. Jimmy Olsen WHAT IS A KEYWORD? JOURNALISM: 101 Who | What | Why | When | Where How (Do I solve my problem with your service/product/company?)
  21. 21. 3 WHERE DOES THE CONTENT BEGIN?
  22. 22. WHERE DOES THE CONTENT BEGIN? 1  Content begins with the customer –  Ask your sales team –  Answer all questions
  23. 23. 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?
  24. 24. 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?
  25. 25. 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?
  26. 26. Newsjacking helps by maintaining relevancy. Newsjacking helps keep your boring industry interesting. Newsjacking is fun to do as a content creator.
  27. 27. 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
  28. 28. 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
  29. 29. 4 IS IT WORKING?
  30. 30. Is it working? Find out what’s working Find out what’s not working Test. Test. Test.
  31. 31. Tools to Measure Success Tools: Page performance
  32. 32. Metrics That Matter Tools: email Measure delivers, clicks
  33. 33. Test. Test. Test. Test everything: CTAs, social media and more
  34. 34. Final Thoughts Screw sexy. Be helpful. Tell a story. Test. Test. Test.
  35. 35. THIS IS HOW WE CHANGE THE GAME #INBOUND13 @danmoyle @amerifirst bit.ly/inbound2013DM #INBOUND13
  36. 36. QUESTIONS?
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