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

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