How to generate leads with repurposed content

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Make the Most of Your Marketing Assets

Original and relevant content is the key to succeeding in the online marketing space today. After overcoming the challenges of coming up with valuable original content, learn how to utilize this valuable customer information to start and nurture the lead generating process. Jeanne Hopkins draws upon her years of content development conceptualizing in a number of different industries to bring you practical how-tos based on proven methods for creating content that keeps on giving.

The live webinar will demonstrate how to:

* Create and promote "tent pole" content
* Repurpose content for multiple uses
* Generate and nurture leads for four months or more with repurposed content
* Determine your customers' interests through repurposed content


Watch a Recording of the Webinar: http://www.actconferencing.com/webinars/content-for-lead-generation.aspx


ACT Conferencing is a global provider of corporate audio conferencing, web conferencing and video conferencing services. ACT's integrated platforms provide managed, international and local-language services. www.actconferencing.com

HubSpot is an Internet marketing startup whose software helps businesses get found online, generate more inbound leads and convert a higher percentage of those leads into paying customers. www.hubspot.com.

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How to generate leads with repurposed content

  1. 1. How to Generate Leads with Repurposed Content Jeanne Hopkins, Director of Marketing, HubSpot @jeannehopkins
  2. 2. Agenda I. About HubSpot and the difference between Outbound & Inbound Marketing II. “Tent Pole” Content III. Repurposing Content IV. Q&A Twitter Hashtag: #ACTwebinar 2
  3. 3. What’s HubSpot? • Founded in July 2006; grew out of research at MIT • Sells inbound marketing software • 2,800+ customers; 140+ employees 3
  4. 4. Outbound Marketing
  5. 5. Inbound Marketing
  6. 6. Inbound Marketing Methodology Get Found Convert Analyze
  7. 7. Why Content?
  8. 8. What Kind of Content Works Best? “The kind of online content that your buyers naturally gravitate to.” - David Meerman Scott Author of The New Rules of Marketing & PR
  9. 9. Don’t Focus Too Much on Your Industry 9
  10. 10. Agenda I. About HubSpot and the difference between Outbound & Inbound Marketing II. “Tent Pole” Content III. Repurposing Content IV. Q&A 10
  11. 11. “Tent Pole” Content • Webinars • White Papers • Virtual Trade Show • Research Document • Surveys 11
  12. 12. Tent Pole Topics Key – Give something that can help or teach. How to Top 10 Ways Major Industry trend or forecast Case Study
  13. 13. Promoting the Webinar • Promotion starts repurposing • Email advisories • Posting on your website • Press Releases • Blog posting • Twitter • Facebook • LinkedIn • Tracking links
  14. 14. Promoting the Webinar - Internally • Don’t forget your internal audience
  15. 15. Webinar – Lead Interaction • Webinar is interactive • Find out what your audience is interested in Q&A Polling Questionnaire Offer downloads
  16. 16. Webinar – Shelf Life • Webinar is lead generator that keeps on giving Record your webinar Post it on your website Transcribe it
  17. 17. Webinar – Follow Up • Thank you email • Include slides and link to archive. • Post on Slideshare. • For leads, call those who attended (not all registrants).
  18. 18. Agenda I. About HubSpot and the difference between Outbound & Inbound Marketing II. “Tent Pole” Content III. Repurposing Content IV. Q&A 18
  19. 19. Repurpose – White Paper /ebook • Based on and expanded from: Webinar feedback Transcription Q&A
  20. 20. Repurpose – Blogging • Break white paper into sections • Create separate postings • Use as focal point for social media.
  21. 21. Repurpose – Social Networking • Don’t push product – Create dialogue
  22. 22. Repurpose - Newsletters • Information from white paper/ webinar • Information from feedback from blog and social media • Outbound/Inbound Email newsletters Post newsletters on website for search
  23. 23. Repurpose - Podcast • Webinar into podcast • Series of audio podcasts • Promote through RSS feeds
  24. 24. Repurpose - Video • Use comments and Q&A to create interview
  25. 25. Timeline • Spread out over 2-6 months • Content has infinite shelf life
  26. 26. Cycle Starts Over • Use comments and Q&A as research to determine highest interest topics • Create Webinar on that topic
  27. 27. A Word of Caution Avoid too much content about your product. NOBODY CARES! Really.
  28. 28. Agenda I. About HubSpot and the difference between Outbound & Inbound Marketing II. “Tent Pole” Content III. Repurposing Content IV. Q&A 28
  29. 29. Q&A • Ask Questions Now Through ConferenceCast Q&A • Follow us on Twitter: @actconferencing • Twitter Hashtag: #ACTwebinar 29
  30. 30. Thank You! Sign up for a free, 7-day trial of HubSpot software: www.hubspot.com/trial/ Connect: LinkedIn: www.linkedin.com/in/jeannehopkins Twitter: www.twitter.com/jeannehopkins More questions? Post them @ actconferencing
  31. 31. Thank You! • This free webcast was provided by ACT Conferencing, and was delivered using ACT’s ConferenceCast Webcast service • Learn more about ACT’s Webinar and Webcast Services at: http://www.actconferencing.com/services/web- conference/enhanced-web-conferencing.aspx Connect: Twitter: www.twitter.com/actconferencing LinkedIn: www.linkedin.com/actconferencing Blog: http://blog.actconferencing.com

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