#inbound2013
Making "Boring Industry"
Content Work For Your
Business
“Boring” Content Can Still Kick Ass
Dan Moyle | @danm...
Why me?
Why me?
Why me?
Our key component in our marketing is
education. We’re not looking for “viral” or
“sexy.” We educate home buyers i...
1 Why do we think we’re boring?
2 Shift focus: Journalism
3 Where does the content begin?
4 Is it working?
WHY DO WE THINK WE’RE
BORING?
Why do we think we’re boring?
Why do we think we’re boring?
Why do we think we’re boring?
Exciting vs helpful
Useful vs Sexy
You know who cares? Warm leads!
Why do we think
we’re boring?
Who cares? Warm
leads!
A warm lead is a much more cost effective way to market:
Inbound cost...
Have a personality: Zombie home buyers
Beyond the
boring
Screw “sexy.” Be helpful.
Beyond the
2 SHIFT FOCUS TO
“JOURNALISM”
SHIFT FOCUS: JOURNALISM
• Engaging stories
• Solve those problems
• Gain trust, gain evangelists
Shift focus: Journalism
Use Engaging Stories
Source:
hubspot.com
Use Data to Measure & Improve
Tell the story of buying a first house: most popular article in views, conversions,
links
Solve Those Problems
When I have a
problem, I
should find
you.
Gain Trust, Evangelists
• Using facts and stories rather than
flash and flair builds trust.
• Trust builds relationships.
...
WHAT IS A
KEYWORD?
JOURNALISM:
101Who | What | Why | When |
Where
Jimmy
Olsen
How (Do I solve my problem with
your service...
3 WHERE DOES THE CONTENT
BEGIN?
1 Content begins with the customer
– Ask your sales team
– Answer all questions
WHERE DOES THE CONTENT BEGIN?
Where does the content begin?
Customer Questions:
• How do I ….
• How much does …
• Why is …
• Where do I find …
• Why can...
1 Content begins with the customer
– Ask your sales team
– Answer all questions
2 Check the headlines
– Current events in ...
Where does the content begin?
Current events: Tie them to your industry/product or
service
What’s going on in your client’...
Newsjacking helps by
maintaining relevancy.
Newsjacking helps keep your
boring industry interesting.
Newsjacking is fun to...
Evergreen Content
http://upload.wikimedia.org/wikipedia/commons/f/ff/Hawk_Flying_by_Pine_Tree.jpg
Content That Lives
On
Ev...
Where does the content begin?
3 Places to “Find” Content
1) Customers & Sales Team
2) Current Events – Google News
3) Cros...
4 IS IT WORKING?
Is it working?
Find out what’s working
Find out what’s not working
Test. Test. Test.
Tools to Measure Success
Tools: Page performance
Tools: email
Measure delivers, clicks
Metrics That Matter
Test. Test. Test.
Test everything: CTAs, social media and more
Final Thoughts
Screw sexy. Be helpful.
Tell a story.
Test. Test. Test.
#inbound2013
THIS IS HOW
WE CHANGE
THE GAME
@danmoyle
@amerifirst
bit.ly/inbound2013D
M
#INBOUND13
QUESTIONS?
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Boring Industry Content Can Still Kick Ass

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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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Boring Industry Content Can Still Kick Ass

  1. 1. #inbound2013 Making "Boring Industry" Content Work For Your Business “Boring” Content Can Still Kick Ass Dan Moyle | @danmoyle
  2. 2. Why me?
  3. 3. Why me?
  4. 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. 5. 1 Why do we think we’re boring? 2 Shift focus: Journalism 3 Where does the content begin? 4 Is it working?
  6. 6. WHY DO WE THINK WE’RE BORING?
  7. 7. Why do we think we’re boring?
  8. 8. Why do we think we’re boring?
  9. 9. Why do we think we’re boring? Exciting vs helpful Useful vs Sexy You know who cares? Warm leads!
  10. 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. 11. Have a personality: Zombie home buyers Beyond the boring
  12. 12. Screw “sexy.” Be helpful. Beyond the
  13. 13. 2 SHIFT FOCUS TO “JOURNALISM”
  14. 14. SHIFT FOCUS: JOURNALISM
  15. 15. • Engaging stories • Solve those problems • Gain trust, gain evangelists Shift focus: Journalism
  16. 16. Use Engaging Stories Source: hubspot.com
  17. 17. Use Data to Measure & Improve Tell the story of buying a first house: most popular article in views, conversions, links
  18. 18. Solve Those Problems When I have a problem, I should find you.
  19. 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. 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. 21. 3 WHERE DOES THE CONTENT BEGIN?
  22. 22. 1 Content begins with the customer – Ask your sales team – Answer all questions WHERE DOES THE CONTENT BEGIN?
  23. 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. 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. 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. 26. Newsjacking helps by maintaining relevancy. Newsjacking helps keep your boring industry interesting. Newsjacking is fun to do as a content creator.
  27. 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. 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. 29. 4 IS IT WORKING?
  30. 30. Is it working? Find out what’s working Find out what’s not working Test. Test. Test.
  31. 31. Tools to Measure Success Tools: Page performance
  32. 32. Tools: email Measure delivers, clicks Metrics That Matter
  33. 33. Test. Test. Test. Test everything: CTAs, social media and more
  34. 34. Final Thoughts Screw sexy. Be helpful. Tell a story. Test. Test. Test.
  35. 35. #inbound2013 THIS IS HOW WE CHANGE THE GAME @danmoyle @amerifirst bit.ly/inbound2013D M #INBOUND13
  36. 36. QUESTIONS?

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