HubSpot & Evernote's Content Marketing Guide

23,344 views

Published on

Ultimate Content Marketing Guide for your 2014 content marketing strategy.

We launched the content marketing guide on January 23rd, 2014 in a joint webinar with Evernote. If you missed it, fear not, you can see the presentation here.

Published in: Business, Technology
2 Comments
93 Likes
Statistics
Notes
No Downloads
Views
Total views
23,344
On SlideShare
0
From Embeds
0
Number of Embeds
7,110
Actions
Shares
0
Downloads
518
Comments
2
Likes
93
Embeds 0
No embeds

No notes for slide

HubSpot & Evernote's Content Marketing Guide

  1. Creating a Content Marketing Guide for 2014 #contentblueprint
  2. Meet Your Experts: Suzi Preradovic! Marketing Manager at Evernote! Evernote! @tweet_suzi! #contentblueprint Kieran Flanagan! International Marketing Director ! HubSpot! @searchbrat!
  3. Housekeeping Notes Slides and recording will be available after.! Interact with us on Twitter: #contentblueprint! ! Follow: ! @HubSpot! @Evernote! ! #contentblueprint
  4. Let’s face it, being successful with content marketing is really hard.
  5. That’s why there is so much Content CRAP out there.
  6. Check out the full slideshare: http://slidesha.re/ 1fgaiT8 That’s why there is so much Content CRAP out there.
  7. The majority of the content being published gets no love at all
  8. Even though we give them every option available to share that content The majority of the content being published gets no love at all
  9. It’s only going to get more competitive.
  10. "54% of B2B marketers say they will increase their content marketing spending over the next 12 months” – source (http://bit.ly/1bIc6Wv)
  11. Some brands are doing amazing content. Download >> “The Life of a Remarkable Piece of Content” <<
  12. So how do you create a winning content marketing blueprint?
  13. And help your company generate a lot more traffic and leads #contentblueprint
  14. What about if we just gave you a complete Content Marketing Blueprint? #contentblueprint
  15. Well that’s just what we did. Content Marketing Guide . << Download Now >> #contentblueprint
  16. What is Evernote? "The Evernote repository is a database in the cloud that can store typed or handwritten notes, audio files, images and documents. Evernote has been successful by making this data instantly available on a wide variety of devices.” Courtesy of TIME Magazine:
  17. Which Evernote version is right for you? Evernote (free version) Ideal for private users.   Evernote Premium (5 EUR or 4 GBP/month) For power-users and micro-enterprises   Evernote Business (10 EUR or 8 GBP/month) For small and medium-sized enterprises
  18. What are the most important pieces of the perfect Content Marketing Blueprint?
  19. 1 Getting Buy In
  20. All great Content Marketing plans start with getting people bought into your vision #contentblueprint
  21. All great Content Marketing plans start with getting people bought into your vision. You need a really great pitch. #contentblueprint
  22. 1. Give an overview of your key challenges. Use just the right amount of data. Don’t over complicate things.
  23. 2. Show how solving those key challenges will have a real impact on business metrics. Cost and Revenue.
  24. 2. Show how solving these key challenges will have a Know the metrics real impact on business metrics. Cost and Revenue. your boss really cares about http://bit.ly/1k3cqDC
  25. 3. Give high level details on the strategy that will solve all key challenges. Remember your audience.
  26. 4. Create a sense of urgency if possible. Competitor envy can be a strong motivator.
  27. 5. Know the trends in the market. Include key stats in your presentation to back up your points. “B2B companies with blogs generate 67% more leads per month on average than non-blogging firms” - source ( http://bit.ly/1h79fpQ) "Inbound marketing delivers 54% more leads in the 2013 marketing funnel than outbound sources"  - source ( http://bit.ly/1h7bcT0) "The average amount of marketing budget spent on B2B content marketing is 33%, up from 26% in 2011" - source ( http://bit.ly/1bIc6Wv)
  28. 1 2 Getting Planning Buy In
  29. MARKETING MARY •  •  •  •  •  Professional marketer (VP, Director, Manager) Mid-sized company (25-200 employees) Small marketing team (1-5 people) BComm (BU), MBA (Babson) 42, Married, 2 Kids (10 and 6) Everything starts with your buyer persona Goals: •  Support sales with collateral and leads •  Manage company communications •  Build awareness Challenges: •  Too much to do •  Not sure how to get there •  Marketing tool and channel mess Loves HubSpot because: •  Easy to use tools that make her life easier •  Learn inbound marketing best practices •  Easier reporting to sales and CEO
  30. To create buyer personas for your company you need to know #contentblueprint
  31. What questions do you need to ask? What information are you looking for?
  32. Where do you get that information from? How can you use that information to create your buyer personas? Brainstorm 7 to 10 people Interview Prospects & Customers Write Personas (500 – 700) Test Find a Photo #contentblueprint
  33. We have a whole section dedicated to planning, which includes how you can create your very own buyer personas. Content Marketing Guide . << Download Now >> #contentblueprint
  34. You can now start brainstorming content ideas for your different buyer personas.
  35. Make use of tools to help you brainstorm what content is right for your buyer personas. •  Google Keyword Planner •  Google Trends •  Google Analytics •  Bottlenose •  Google Suggest •  SocialCrawlytics •  UberSuggest •  SEOGadget’s Content Ideas Generator •  HubSpot Keyword Tool •  Quora •  HubSpot Social Inbox #contentblueprint
  36. Make use of tools to help you brainstorm what content is Learn how to use right for your buyer personas. these http://bit.ly/1l3AAMp •  Google Keyword Planner •  Google Trends •  Google Analytics •  Bottlenose •  Google Suggest •  SocialCrawlytics •  UberSuggest •  SEOGadget’s Content Ideas Generator •  HubSpot Keyword Tool •  Quora •  HubSpot Social Inbox #contentblueprint
  37. Map those content ideas across your funnel to make sure you have the right content for each stage. Awareness What content ideas are a good fit for your buyer personas in the awareness stage? Evaluation What content ideas are a good fit for your buyer personas in the evaluation stage? Purchase
  38. 3 Publishing
  39. HOW CAN YOU BE A PUBLISHER FOR YOUR MARKET?.
  40. CREATE ASSETS IN LOT’S OF DIFFERENT FORMATS. Blog & eBooks Tools #contentblueprint Photos Videos & Podcasts Presentations
  41. THESE ASSETS WILL CREATE REAL VALUE increase in web traffic Generates Social PR generates leads generates Inbound links creates sales
  42. ASSETS MEAN YOU OWN YOUR MARKETING 70% Vs #contentblueprint of our blog leads are from OLD articles
  43. We have a whole section dedicated to getting better at publishing valuable content for your buyer personas Content Marketing Guide . << Download Now >> #contentblueprint
  44. 4 Promotion
  45. THE POSSIBLE EYEBALLS YOU CAN GENERATE. Distribution Channels Available Audience Engagement (CTR) Engaged Audience Blog 10,000 6% 3000 Email 10,000 3% 300 Facebook 8000 2.5% 200 Twitter 1000 0.5% 5 Content #contentblueprint
  46. PROMOTE TO YOUR LIST
  47. PROMOTE THROUGH YOUR SOCIAL CHANNELS. #contentblueprint
  48. CREATE A CONVERSION PATH FROM YOUR BLOG. CALL TO ACTION LANDING PAGE #contentblueprint
  49. YOUR CONTENT MARKETING BLUEPRINT. Get Buy In •  Key Challenges •  Talk Business Metrics •  Overview of Tactics •  Competitor Envy •  Know Market Trends
  50. YOUR CONTENT MARKETING BLUEPRINT. Get Buy In Planning •  Key Challenges •  Creating Your Buyer Personas •  Talk Business Metrics •  Brainstorming Ideas •  Overview of Tactics •  Create an Editorial Calendar •  Competitor Envy •  Use Evernote to Collaborate with Team •  Know Market Trends
  51. YOUR CONTENT MARKETING BLUEPRINT. Getting Buy In •  Key Challenges •  Talk Business Metrics •  Overview of Tactics •  Competitor Envy •  Know Market Trends Planning •  Creating Your Buyer Personas •  Brainstorming Ideas •  Create an Editorial Calendar •  Use Evernote to Collaborate with Team Publishing •  Free Content Templates (ebook, slideshare, video, blog posts, social media imagery, infographic, press releases) •  Content Marketing Hacks •  Editorial Checklist
  52. YOUR CONTENT MARKETING BLUEPRINT. Getting Buy In Planning •  Creating Your Buyer Personas •  Brainstorming Ideas •  Key Challenges •  •  •  Publishing Create an Editorial Calendar Talk Business Metrics •  •  •  Overview of Tactics Competitor Envy Know Market Trends Free Content Templates (ebook, slideshare, video, blog posts, social media imagery, infographic, press releases) •  •  Content Marketing Hacks •  Editorial Checklist Use Evernote to Collaborate with Team Promotion •  Paid Promotion by Simon Penson •  Effective Outreach by Kelvin Newman •  10 Tips to Promote Content by Kieran Flanagan
  53. YOUR CONTENT MARKETING BLUEPRINT. Getting Buy In Planning •  Key Challenges •  Creating Your Buyer Personas •  Talk Business Metrics •  Brainstorming Ideas Overview of Tactics •  Publishing Create an Editorial Calendar •  •  Competitor Envy •  Know Market Trends •  Use Evernote to Collaborate with Team •  Free Content Templates (ebook, slideshare, video, blog posts, social media imagery, infographic, press releases) •  Content Marketing Hacks •  Editorial Checklist Promotion •  Paid Promotion by Simon Penson •  Effective Outreach by Kelvin Newman •  10 Tips to Promote Content by Kieran Flanagan Inspiration •  Content Suggested by Top Marketing Experts
  54. GET IT NOW Content Marketing Guide . << Download Now >> #contentblueprint
  55. Start with the Marketing Content Guide Click to watch our Youtube video on how to use Evernote Business to start building up on the Content Marketing Guide with your team.
  56. THANK YOU! #contentblueprint

×