Creating Content that Drives the Entire Consumer Lifecycle

283
-1

Published on

This presentation can be given as a workshop or a lecture presentation.

Published in: Marketing, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
283
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Welcome!
  • Introduce MyselfIntroduce yourself, Company, Role in marketing, current experience in content (if you care to share)
  • 1. Excerise: Write down your marketing goal. This is going to drive all the exercises of the presentation. (Few people can give an example of their goal)For me – generate sales-ready leads for my customers.
  • “HubSpot Keynote” will be replaced with the name of your trackquestion: should HubSpot be lowercase. Tactical things – more action oriented. Maybe take out some of the “explaining” -- get to the point. 40 mins only.
  • Consumers are different – they drive the marketing process 1) they investigate content when they want it and 2) block on marketing messages they don’t want.
  • Content example 1 – blog contentNeed it fills – answers a question.
  • Content example 2 – in depth content behind a formNeed it fills: Instructional, helpful actionable information
  • Content example 3 - Free open – case study contentNeed it fills: People wondering “if this product is right for me”
  • Who is familiar with the marketing funnel? What somewhat likes, needs, and their closeness to your product changes as you go through the funnel. Your goal is as someone progresses through the funnel, the person is more familiar with your product and generally develop a need.
  • Don’t know you yet.Generally looking for information or to answer a question
  • -Have read your content more than once-Know you as a brand-You don’t know THEM yet
  • -Have unveiled themselves, maybe via a form.-Most likely know who you are, what your product is, what it does-Strong relationship with your company
  • -Interested in learning about your product or service-In B2B world, we’d call that person a warm lead-Someone we’d love to get on the phone with and try to sell
  • Imagine that goal you set, what stages do your prospects take to get to that goal.
  • ACtIVITY:At each point, ask folks who the person waswhat you might want them to do in order to get to the next stage.
  • Now that we know what stages the person goes through, and what action we want someone to take at each stage, let’s discuss what type of content we can create at each stage that will influence that action.
  • What is a piece of content that you could use?
  • What is a piece of content that you could use?
  • What is a piece of content that you could use?
  • What is a piece of content that you could use?
  • Creating Content that Drives the Entire Consumer Lifecycle

    1. 1. Creating Content that Drives the Entire Consumer Lifecycle Rebecca Corliss Marketing, HubSpot
    2. 2. Rebecca Corliss @repcor Marketing Manager at HubSpot
    3. 3. What Are We Learning? 1 Content’s Role in Marketing 2 Different Stages of the Marketing Funnel 3 Mapping Content to Guide Prospects Through the Funnel 4 Create a Content Plan
    4. 4. 1 CONTENT’S ROLE IN MARKETING
    5. 5. Inbound marketing is a fundamental shift in how we relate to potential customers
    6. 6. PULL EARNED ATTRACT VS. Email PUSH INTERRUPT BEG 7
    7. 7. Exercise #1 – Remembering Remarkable Content Think of a piece of content that you liked: Why did you like it? What need did it serve for you? 12
    8. 8. 2 DIFFERENT STAGES OF THE MARKETING FUNNEL
    9. 9. 1 2 3 4
    10. 10. 1. Information Investigator
    11. 11. 2. Familiar Peruser
    12. 12. 3. Somewhat Intrigued Consumer
    13. 13. 4. Product Investigator
    14. 14. Exercise #2 – Build Your Marketing Funnel Stages What stages do your prospects go through to get to point of purchase? 19
    15. 15. Information Investigator Familiar Peruser Somewhat Intrigued Consumer Product Investigator 1 Goal: Visit your website & subscribe. 2 Goal: Fill out a form & “unveil” himself. 3 Goal: Consume some product information 4 Goal: Display interest in your product.
    16. 16. Exercise #3 – Create a Path to Guide Prospects Through Those Stages What action does a prospect need to take at each stage to guide him to the next stage? 21
    17. 17. 3 MAPPING CONTENT TO GUIDE PROSPECTS THROUGH THE FUNNEL
    18. 18. Information Investigator 1 Familiar Peruser 2 Somewhat Intrigued Consumer 3 Product Investigator 4
    19. 19. Information Investigator 1 Familiar Peruser 2 Somewhat Intrigued Consumer 3 Product Investigator 4 Goal: Visit your website & subscribe.
    20. 20. Blog Content 25
    21. 21. Creative/Informative Video 26
    22. 22. Information Investigator 1 Familiar Peruser 2 Somewhat Intrigued Consumer 3 Product Investigator 4 Goal: Fill out a form & “unveil” himself.
    23. 23. Ebook Behind a Form 28
    24. 24. Webinar with Signup 29
    25. 25. Information Investigator 1 Familiar Peruser 2 Somewhat Intrigued Consumer 3 Product Investigator 4 Goal: Consume some product information
    26. 26. Presentation with Product Examples 31
    27. 27. Case Study and Examples 32
    28. 28. Information Investigator 1 Familiar Peruser 2 Somewhat Intrigued Consumer 3 Product Investigator 4 Goal: Display interest in your product.
    29. 29. Product Demo 34
    30. 30. Services Overview 35
    31. 31. Information Investigator Familiar Peruser Somewhat Intrigued Consumer Product Investigator 1 2 3 Blog Posts Ebook Download How-to Preso with Product Mentions Software Demo 4 Goal: Visit your website & subscribe. Goal: Fill out a form & “unveil” himself. Goal: Consume some product information Goal: Display interest in your product.
    32. 32. Exercise #4 – Choose Your Strategic Content Part 1: What do people in your stages you developed need? What is important to them? Part 2: What content can you build that fulfills that need and also encourages the action you want them to take? 37
    33. 33. 4 CREATE A CONTENT PLAN
    34. 34. Exercise #5 – Create Your Own Content Stage Map 39
    35. 35. THANK YOU Rebecca Corliss @repcor
    36. 36. HANDOUT 41
    37. 37. Stage 1 Stage 2 Stage 3 Stage 4 1 Content 1 Goal / Desired Action #1 2 Content 2 Goal / Desired Action #2 3 Content 3 Goal / Desired Action #3 Content 4 4 Goal / Desired Action #4
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×