Content Marketing for Inbound Lead Generation by Jeanne Hopkins of HubSpot, Social Fresh Charlotte 2011

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Content Marketing for Inbound Lead Generation by Jeanne Hopkins of HubSpot, Social Fresh Charlotte 2011

  1. 1. Content Marketingfor Inbound LeadGenerationJeanne HopkinsDirector of Marketing @ HubSpot
  2. 2. I‟m Jeanne Hopkins.Nice to meet you. Top 10 Blog@jeannehopkins 700,000 Inbound Leads 126,000 Twitter Followers 5,000 Customers 3.7 million 1,500,000 Free Slideshare Users Views
  3. 3. IT‟S TIMETO RETHINKMARKETING
  4. 4. Inbound marketing is afundamental shift in how we relate to potential customers
  5. 5. Stop pushingadvertising messagesin the hopes that onewill get through SKIP ADS UNSUBSCRIBE RECYCLE/TRA SH SAY „DO NOT CALL‟
  6. 6. Start attracting leadsthrough relevant, useful,easy-to-find contentwhen they need it
  7. 7. Stop forcingleads throughyour decision process
  8. 8. Readiness to buy…Start responding to how theymake decisions – adapt totheir interests and timeline.
  9. 9. VS PUSH PULL PAID EARNED RENT OWNINTERRUPT ATTRACTINVENTORY ASSET
  10. 10. Make marketingpeople love
  11. 11. Social Media Search Engine Marketing Marketing Content Marketing Conversion Marketing Lead Nurturing Sales Support
  12. 12. 1 Content2 Search Lessons from 3,706,3423 Social companies4 Mobile
  13. 13. CONTENT1
  14. 14. Publish vs. Advertise People ignore ads. 0.2% Click Through Rate Be the content, not the ads around the content.
  15. 15. Publish EverythingBlogPodcastVideosPhotosPresentationseBooksNews Releases
  16. 16. 55%more website visitorsfor companies that blog.
  17. 17. Tips for Content• Talk about the industry, not yourself• Use lots of different media
  18. 18. SEARCH2
  19. 19. Context + Authority
  20. 20. On-Page SEO Essentials 1 Page Title Headings 2 & Content 3 Description
  21. 21. Authority isdetermined by links
  22. 22. 7 Links = Top 15% of all web pagesSource: SEOMoz.org
  23. 23. Blogs attract 97% more links
  24. 24. MostLinked-To Words
  25. 25. Where is Search Going? Where is search going?
  26. 26. Link SocialContext + Authority + Proof
  27. 27. The “Like” is replacing the “Link”
  28. 28. Tips for Search1 Use keywords your buyers use 2 Focus on great content more than technical tweaks33 Train all content creators on SEO basics 4 Help Me Help You
  29. 29. SOCIAL3
  30. 30. % Companies AcquiringCustomers via Social Channels 57% 48% 57% 42%
  31. 31. Content Makes You Interesting
  32. 32. Image credit: netzkobold
  33. 33. MORE!Good content gets shared
  34. 34. Tips for Social1 Build reach using all your assets 2 Content is what makes you interesting in social media33 Make it easy for users to share your content 4 Push the limits to get remarkable content
  35. 35. MOBILE4
  36. 36. 86% of C-level execs have a smartphone The majority say it is their primary communication tool
  37. 37. Is your website mobile-optimized?
  38. 38. Is your email mobile-optimized?
  39. 39. Is your email mobile-optimized?
  40. 40. Tips for Mobile1 Avoid images, tables, columns 2 Formatted text is your friend33 Use text (not images) for links Test yours at 4 Website.Grader.com and Email.Grader.com
  41. 41. Summary Social Content Mobile Search
  42. 42. THANK YOU Jeanne Hopkins twitter.com/jeannehopkins linkedin.com/in/jeannehopkins jhopkins@hubspot.com www.HubSpot.com

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