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Boring Industry Content Can Still Kick Ass
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Boring Industry Content Can Still Kick Ass

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Screw sexy. Be helpful. …

Screw sexy. Be helpful.
At HubSpot's Inbound Conference, I talked to marketers in industries considered "boring." But here's the thing: it's not boring to your prospects. Inject personality, and answer their questions & solve their problems.

Slide deck description: Teaching marketers about the link between creative, journalistic writing and marketing, and how this type of content can work for a business in a seemingly boring industry in the long term. The focus here is not necessarily on one-off offers that capture lead information, but rather the types of content in blog posts and podcasts that continually towards your inbound marketing strategy by creating a repository of useful information that's helpful to your target audience.

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  • 1. #inbound2013 Making "Boring Industry" Content Work For Your Business “Boring” Content Can Still Kick Ass Dan Moyle | @danmoyle
  • 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 Why do we think we’re boring? 2 Shift focus: Journalism 3 Where does the content begin? 4 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
  • 13. 2 SHIFT FOCUS TO “JOURNALISM”
  • 14. SHIFT FOCUS: JOURNALISM
  • 15. • Engaging stories • Solve those problems • Gain trust, gain evangelists Shift focus: Journalism
  • 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. WHAT IS A KEYWORD? JOURNALISM: 101Who | What | Why | When | Where Jimmy Olsen How (Do I solve my problem with your service/product/company?)
  • 21. 3 WHERE DOES THE CONTENT BEGIN?
  • 22. 1 Content begins with the customer – Ask your sales team – Answer all questions WHERE DOES THE CONTENT BEGIN?
  • 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. 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? WHERE DOES THE CONTENT BEGIN?
  • 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 http://upload.wikimedia.org/wikipedia/commons/f/ff/Hawk_Flying_by_Pine_Tree.jpg Content That Lives On Every question a customer has asked, another one will ask. It’s not boring if it’s helpful.
  • 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. Tools: email Measure delivers, clicks Metrics That Matter
  • 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. #inbound2013 THIS IS HOW WE CHANGE THE GAME @danmoyle @amerifirst bit.ly/inbound2013D M #INBOUND13
  • 36. QUESTIONS?