How to Use Creative Content to Rock Inbound Marketing<br />TwitterQueens: June 27, 2009<br />
Nice to Meet You<br />Rebecca Corliss<br />Twitter: @repcor<br />Inbound Marketer, HubSpot<br /><ul><li>I live in Boston
I sing in an a cappella group
I like to wear bright colors</li></ul>2<br />@biz, Co-founder of Twitter & @repcor<br />
3<br />Funny<br />Story<br />
4<br />Poll<br />
What is Outbound Marketing?<br />
Outbound Marketing is Broken<br />800-555-1234<br />Annoying<br />Salesperson<br />
New Tools<br />
Budget vs. Brains<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
9<br />Creativity<br />
New Inbound Gives Leverage<br />10<br />
Goal of Inbound Marketing<br />11<br />Help your best <br />leads and customers <br />find you *on their own* <br />when t...
Inbound Marketing Process<br />I. Get Found<br /><ul><li>Create
Optimize
Promote</li></ul>II. Convert<br /><ul><li>Test
Target
Nurture</li></ul>III. Analyze<br />Get Found<br />Convert<br />
Inbound Marketing Process<br />I. Get Found<br /><ul><li>Create  Creative Content
Optimize
Promote</li></ul>II. Convert<br /><ul><li>Test
Target
Nurture</li></ul>III. Analyze<br />Get Found<br />Convert<br />
What is Content?<br />Flickr: Annie Mole<br />
What is Creative Content?<br />15<br />Anything That Not <br />Everyone Can Do<br />In a word: Remarkable<br />
What Does Remarkable Mean?<br />People remark and share content in<br />order to pass along the same value<br />they origi...
How Does This Help Business?<br />17<br />Flickr Credit: http://www.flickr.com/photos/inkyfingerz/454976773<br />
Brands Your Company<br />18<br />
Helps Teach New Thinking<br />19<br />
Drives Traffic<br />20<br />http://blog.hubspot.com/blog/tabid/6307/bid/4494/Social-Media-Marketing-Madness-cartoon.aspx<b...
Creates Buzz<br />21<br />http://linklove.hubspot.com                                Hashtag:  #LinkLove<br />
Builds Inbound Links (Link Bait)<br />22<br />http://blog.hubspot.com/blog/tabid/6307/bid/4631/Bio-Characteristics-of-Twit...
How Can I Be Remarkable?<br />Tip #1:<br />Who are your diamonds in the rough?<br />Tip #2: <br />Take risks. Really. <br ...
What Should I Make? <br />Poems<br />Music Videos<br />How-to Guides<br />Videos<br />Humorous Skits<br />Cartoons<br />Dr...
How Do You Launch Your Content?<br />25<br />Flickr Credit: http://www.flickr.com/photos/lims_sandiego/1767690770<br />
Sharing is Caring<br />
You Should Be Everywhere<br />
My Personal Case Study<br />You Oughta Know<br />Inbound Marketing<br />http://blog.hubspot.com/blog/tabid/6307/bid/4437/Y...
Goals of the Video<br />Teach inbound marketing<br />Build more links into website<br />Drive traffic to HubSpot<br />Incr...
How Did It Go?<br />30<br />
Results I<br /><ul><li>40,000 views in seven days</li></ul>	(40,000 inbound marketing lessons)<br />“Inbound marketing” se...
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How to Use Creative Content to Rock Inbound Marketing: TwitterQueens Event

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How to Use Creative Content to Rock Inbound Marketing: TwitterQueens Event

  1. 1. How to Use Creative Content to Rock Inbound Marketing<br />TwitterQueens: June 27, 2009<br />
  2. 2. Nice to Meet You<br />Rebecca Corliss<br />Twitter: @repcor<br />Inbound Marketer, HubSpot<br /><ul><li>I live in Boston
  3. 3. I sing in an a cappella group
  4. 4. I like to wear bright colors</li></ul>2<br />@biz, Co-founder of Twitter & @repcor<br />
  5. 5. 3<br />Funny<br />Story<br />
  6. 6. 4<br />Poll<br />
  7. 7. What is Outbound Marketing?<br />
  8. 8. Outbound Marketing is Broken<br />800-555-1234<br />Annoying<br />Salesperson<br />
  9. 9. New Tools<br />
  10. 10. Budget vs. Brains<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
  11. 11. 9<br />Creativity<br />
  12. 12. New Inbound Gives Leverage<br />10<br />
  13. 13. Goal of Inbound Marketing<br />11<br />Help your best <br />leads and customers <br />find you *on their own* <br />when they need you.<br />
  14. 14. Inbound Marketing Process<br />I. Get Found<br /><ul><li>Create
  15. 15. Optimize
  16. 16. Promote</li></ul>II. Convert<br /><ul><li>Test
  17. 17. Target
  18. 18. Nurture</li></ul>III. Analyze<br />Get Found<br />Convert<br />
  19. 19. Inbound Marketing Process<br />I. Get Found<br /><ul><li>Create  Creative Content
  20. 20. Optimize
  21. 21. Promote</li></ul>II. Convert<br /><ul><li>Test
  22. 22. Target
  23. 23. Nurture</li></ul>III. Analyze<br />Get Found<br />Convert<br />
  24. 24. What is Content?<br />Flickr: Annie Mole<br />
  25. 25. What is Creative Content?<br />15<br />Anything That Not <br />Everyone Can Do<br />In a word: Remarkable<br />
  26. 26. What Does Remarkable Mean?<br />People remark and share content in<br />order to pass along the same value<br />they originally received<br />16<br />
  27. 27. How Does This Help Business?<br />17<br />Flickr Credit: http://www.flickr.com/photos/inkyfingerz/454976773<br />
  28. 28. Brands Your Company<br />18<br />
  29. 29. Helps Teach New Thinking<br />19<br />
  30. 30. Drives Traffic<br />20<br />http://blog.hubspot.com/blog/tabid/6307/bid/4494/Social-Media-Marketing-Madness-cartoon.aspx<br />
  31. 31. Creates Buzz<br />21<br />http://linklove.hubspot.com Hashtag: #LinkLove<br />
  32. 32. Builds Inbound Links (Link Bait)<br />22<br />http://blog.hubspot.com/blog/tabid/6307/bid/4631/Bio-Characteristics-of-Twitter-Power-Users.aspx<br />
  33. 33. How Can I Be Remarkable?<br />Tip #1:<br />Who are your diamonds in the rough?<br />Tip #2: <br />Take risks. Really. <br />23<br />
  34. 34. What Should I Make? <br />Poems<br />Music Videos<br />How-to Guides<br />Videos<br />Humorous Skits<br />Cartoons<br />Drawings<br />Animations<br />Screen Casts<br />Photos<br />Data Graphs<br />Research Studies<br />eBooks<br />Tools<br />24<br />
  35. 35. How Do You Launch Your Content?<br />25<br />Flickr Credit: http://www.flickr.com/photos/lims_sandiego/1767690770<br />
  36. 36. Sharing is Caring<br />
  37. 37. You Should Be Everywhere<br />
  38. 38. My Personal Case Study<br />You Oughta Know<br />Inbound Marketing<br />http://blog.hubspot.com/blog/tabid/6307/bid/4437/You-Oughta-Know-Inbound<br />Marketing.aspx<br />28<br />
  39. 39. Goals of the Video<br />Teach inbound marketing<br />Build more links into website<br />Drive traffic to HubSpot<br />Increase company organic search traffic through the term &quot;inbound marketing.”<br />29<br />
  40. 40. How Did It Go?<br />30<br />
  41. 41. Results I<br /><ul><li>40,000 views in seven days</li></ul> (40,000 inbound marketing lessons)<br />“Inbound marketing” search traffic increased by 100%<br />(More opportunities to be found for a term we already rank for)<br />31<br />
  42. 42. Results II<br /><ul><li>8 thousand blog post views</li></ul> (New visitors are new potential customers)<br />Over 50 different blogs wrote about the video<br /> (Inbound links help overall search rankings)<br />32<br />
  43. 43. Unexpected Results<br />The video built company morale and <br />helped sales reps sell.<br />33<br />
  44. 44. Total Costs<br />34<br />Time<br />
  45. 45. How Do I Know It’s Working?<br />Flickr: noblelgnnoble<br />
  46. 46. Subscribers & Visitors<br />
  47. 47. Blog Article Performance<br />
  48. 48. SEO Rankings<br />
  49. 49. Conversion: Traffic, Leads & Customers<br />Website Visitors from Blog<br />
  50. 50. Questions?<br />40<br />Rebecca Corliss<br />Twitter: http://twitter.com/repcor<br />Blog: www.rebeccacorliss.com<br />HubSpot<br />Website: www.HubSpot.com<br />Blog: http://blog.hubspot.com<br />Inbound Marketing<br />Website: www.inboundmarketing.com<br />
  51. 51. Thank You! How to Use Creative Content to Rock Inbound Marketing<br />Slides: www.slideshare.net/HubSpot<br />
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