Content Marketing

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The basics of successful marketing were always about remarkable content. Leverage your content to get found online through the concept of content marketing.

The basics of successful marketing were always about remarkable content. Leverage your content to get found online through the concept of content marketing.

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  • 1. Content Marketing Jennifer Yorke HubSpot Sales Trainer jyorke@hubspot.com @jenniferyorke
  • 2. Table of Contents 1 Marketing in the past 2 What is Content Marketing? 3 How to grow your audience 4 Best in class Content Marketing examples
  • 3. Purpose of Marketing
  • 4. Marketing in the past• Name brand you know from back in the day• What methods did you use?• What was good about them?• What was bad?Old school campaigns
  • 5. Marketing in the past• Name brand you know from back in the day• What methods did you use?• What was good about them?• What was bad?So…what’s the common thread?
  • 6. 50% of US households have a DVR.9 SOURCE: LEICHTMAN RESEARCH GROUP, INC., SEPTEMBER, 2010
  • 7. of 25-34 year-olds have left84% a favorite website because of intrusive or irrelevant advertising. 10 SOURCE: HOWTO.TV, APRIL 2008
  • 8. Audiences everywhere are tough. They don’t have time to be bored or brow beaten by old-fashioned advertising. We need to stop interrupting what people are interested in & be what people are interested in.CRAIG DAVISCHIEF CREATIVE OFFICER, WORLDWIDEJ. WALTER THOMPSON (WORLD’S 4TH LARGEST AGENCY) 11
  • 9. So, how does aPage end up here?
  • 10. ContentMarketing!
  • 11. What’s contentmarketing?
  • 12. Content marketingin a nutshell. 3. Analyze & Improve1. Get FoundOnline 2. Convert Visitors 15 into Leads
  • 13. in·bound mar·ket·ing -noun Any marketing tactic that relies on earning people’s interest instead of buying it; a.k.a. the key to marketing transformation.16
  • 14. TOFU o Bringing visitors to your website MOFUo Converting those visitors ANALYTICS into leads o Measure what works and what doesn’t
  • 15. Get Found
  • 16. Create Content• Content is a broad word• Blogging is an easy way for most businesses to create content• You should create content on a regular schedule
  • 17. Make stuffpeople want.• Educational ebooks• How-to videos• Online calculators• Planning tools• Answers to common questions 20
  • 18. Optimize your Content• Keywords matter• Target your content to your audience
  • 19. Promote your Content
  • 20. 23 SOURCE: HUBSPOT, 2011
  • 21. 24 SOURCE: HUBSPOT, 2011
  • 22. “If it don’t make dollars, it don’t make sense.”
  • 23. Marketing in the past• Name brand you know from back in the day• What methods did you use?• What was good about them?• What classBest inwas bad?(teehee) examples!
  • 24. • 14,540,880 views • $150,000,000 worth of exposure • Numerous spoofs• 40,000,000 views in a week• Sales were up 55% in the three months following the campaign
  • 25. But wait!THERE’S MORE!
  • 26. Final Thoughts 1 Know who your audience is and speak their language 2 Content Marketing can be broken down into 3 parts You’ll go no where if you don’t embrace modern 3 promotion methods 4 Remarkable content is the basis for Content Marketing
  • 27. Marketing in the past• Name brand you know from back in the day• What methods did you use?• What was good about them?• What you!Thank was bad?