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October 2018
HUG Adelaide
What is a HUG?
3
Hug
verb
ˈhəg
The best thing you can do
for yourself, and anyone else.
5
...So what is a HUG?
Quarterly opportunity to:
Network
Learn
Gather ideas
Solve problems
...with free food!
This is a quarterly event, changing topics
Feedback forms: contribute to your event
Some theory, some practical examples
Your event, so we’re here to help you
succeed in inbound and on HubSpot.
Created for you
Christabelle Tani
Strategist
Brand chemistry
Topic:
Why having a content strategy is not
enough: the fundamental building
blocks you need for success
Casey McGaw
Customer Success Manager
HubSpot
Topic:
The essentials of content strategy,
and using the content strategy tool
Today’s Speakers
#1 Conversational marketing
Not optional - expected
1 to 1 conversations across multiple channels
Instant responses to frequent customer and
prospect enquiries
What to do:
Start with chat function on high-purchase intent pages, then you can use a
combo of automation and timely human interactions to move a buyer towards a
sales conversation.
#2 Video for all
● Mobile first production
● HubSpot Video
○ Upload and record videos right from HubSpot
○ Add CTAs directly to the video, track how people engage
○ Send recorded video messages to prospects via Sales Hub!
○ Or screencast an answer to a technical question - from the
contact record!
#3 Optimise for search intent :
the keyword is dead?!
Not really. Just how we think about it.
Keyword research vs search intent?
Remember: This is not all about written content.
Converse.
Create visual content.
Optimise for buyer intent.
Whats next?
HUG Adelaide
October 2018
State of Inbound 2018
Top marketing challenges in ANZ:
- Generating traffic and leads (63%)
- Proving ROI (40%)
- Securing enough budget (25%)
17
The methodology
The two most
important elements
to get right
What content do they need at each stage of their buying journey?
HINT: Requires qualitative research. Don’t guess.
#1 Personas
Awareness
Do you have
content that relates
to a problem
I have right now?
Decision
Tell me why I should
choose YOUR offering?
Lower my risk, make it
irresistible and easy
for me.
Consideration
Do you have content
that helps me figure
out what my options
are?
Awareness
Applying personas to
content creation
Early consideration
Applying personas to
content creation
Consideration
Applying personas to
content creation
Applying personas to
content distribution
#2 User Journeys
What will the conversion path look like?
What we often see...
What we often see...
What we often see...
Blog Post
SALES
Social Posts Social AdsDatabase Emails
Contact Us Self-Assessment
What you want to see...
What you want to see...
What you want to see...
What you want to see...
Blog Post
Social Posts Social AdsDatabase Emails
Ebook
Self-Assessment
SALES
Signs your content
strategy isn’t
doing the trick...
When the problem is personas...
Landing page
1,000 Views
10 downloads
Database
1,000 Leads
10 marketable leads
When the problem is user journeys...
HubSpot Benchmarks:
● Session to Lead 1-3%
● Lead to MQL benchmark: 3.9%
5,000 Sessions
10 Leads
3 MQLs
Funnel
5,000 Sessions
1,000 Leads
10 MQLs
Funnel
The remedy
Research + Content creation + Distribution
A lot of targeted personas in your database ...that convert into qualified leads
Content Strategy
Adelaide HUG 2018
Casey McGaw | Senior Customer Success Manager
Launching a
content strategy
Agenda
1. The purpose of content strategy
2. The base of your content strategy?
3. Remember what Google was like?
4. The future of content strategy
5. Introducing the Content Strategy Tool
6. Measuring success
7. Execution
What is the purpose of Content Strategy?
To generate more qualified traffic through
planning and executing a content strategy built
for the way the modern search engine works.
INCREASED
AUTHORITY
INCREASED
VISIBILITY
INCREASED
WEBSITE TRAFFIC
INCREASED
LEADS
The Base of Your Content
Strategy
P1
P2
P3
Blog Posts Content Offers Emails/Nurturing
Think about what Google
was like 10 years ago….
2012
Penguin Update -
Penalizes spam factors
including stuffing
keywords
2013
Hummingbird Update
- Google begins to
understand content
and context
2014
HTTP/SSL ranking
boost rolled-out. Also,
Pigeon update
affecting local SEO
2015
Mobilegeddon Update
- mobile ranking
update for
mobile-friendly sites
Late 2015
RankBrain introduced -
machine learning
algorithm
2011
Google begins
encrypting search
queries resulting in
“Not provided”
Google has gotten pretty smart.
So what is HubSpot doing about this?
Topic Clusters
Workout
Routines
Key Terms
Topic clusters are comprised of a pillar page and
subtopic content that you've compiled for each of your
core topics. 
A pillar page is a comprehensive resource that covers a
core topic in depth. Ideally a pillar page sits on the top
level of your website in a space that already gets a lot of
organic traffic.
Subtopics are shorter pieces of content that answer a
specific question about the core topic covered in your
pillar page. 
TOPIC CLUSTER
PILLAR PAGE
CLUSTER CONTENT
Let’s dive into some example pillar pages!
https://www.hubspot.com/digital-marketing
https://capitalpitch.com/angel-investors/
https://www.elvanto.com/church-management-softwar
e
https://www.compliancecouncil.com.au/standards/iso-
9001-quality-management-system
HUBSPOT
CAPITALPITCH
ELVANTO
COMPLIANCE
COUNCIL
The key is to start thinking in terms of Topics
you want to own, not just Keywords
This allows you to own a “Sphere of influence” on the internet
So how do we build this?
Introducing…
CONTENT STRATEGY
What is Content Strategy?
The Content Strategy
is a tool that aims to
help you plan,
validate, and execute
an efficient content
strategy.
It revolves around
the Topic Cluster
Methodology
Plan your
topic
Plan
your
subtopics
Validate
Execute
SEARCH ENGINES AREN’T SEARCHING
FOR YOUR CONTENT… HUMANS ARE.
HubSpot increased organic traffic by
50% once we started clustering content
by topic and optimizing old posts.
Stop. Start. Continue.
So what’s the difference between my
current content strategy and this new one?
● Focusing purely on keywords.
Stop. Start. Continue.
● Becoming an authority on topics.
● Building pillar content.
● Repurposing existing content
Stop. Start. Continue.
● Considering personas when planning content
● Using keyword research within the tool.
● Awareness > Consideration > Decision
Stop. Start. Continue.
So how do you know if it’s actually working?
Measure your results
Questions?
Let’s build a Topic Cluster together!
DIGITAL
MARKETING
Step 1. Start
with a broad
topic of
interest that
you’d like to
“own”
DIGITAL
MARKETING
Step 2.
Identify
subtopics
that support
or discuss
your core
topic in more
detail
What is digital
marketing
Benefits of
digital
marketing
Digital marketing
metrics
Evolution of digital
marketing
Benefits of
digital
marketing
Pros and Cons of
digital marketing
DIGITAL
MARKETING
What is digital
marketing
Benefits of
digital
marketing
Digital marketing
metrics
Evolution of digital
marketing
Benefits of
digital
marketing
Pros and Cons of
digital marketing
Step 3.
Create
hyperlinks
between your
core and
subtopics
Create a
Topic Cluster
1. Identify 3-4 key topics you want to be known for
2. Choose one of those core topics and build it out with subtopics
using keyword research. Ensure each subtopic aligns closely with
your personas/buyer journeys
a. http://answerthepublic.com/
b. Keywords Everywhere plugin
3. Map out content ideas that align with each of the core topics
and corresponding subtopics.
4. Validate each idea with industry and competitive research.
A quick note on the tool in HubSpot
(if you’ve never done it before)
Select
domains
Confirm
your core
topics
Review
suggested
clusters
Some great tools to use
Answer The Public
Keywords Everywhere
Create a
Topic Cluster
1. Identify 3-4 key topics you want to be known for
2. Choose one of those core topics and build it out with subtopics
using keyword research. Ensure each subtopic aligns closely with
your personas/buyer journeys
a. http://answerthepublic.com/
b. Keywords Everywhere plugin
3. Map out content ideas that align with each of the core topics
and corresponding subtopics.
4. Validate each idea with industry and competitive research.
Optimising your
current content
Formatting existing content into clusters
How to manage with existing content
For those of us who have a lot of content already,
we don’t want to scrap it all and start from
scratch because …
How to manage with existing content
For those of us who have a lot of content already,
we don’t want to scrap it all and start from
scratch because … authority
How to manage with existing content
Instead, we need to do an evaluation of where
we are right now.
How to manage with existing content
Instead, we need to do an evaluation of where
we are right now.
CONTENT AUDIT!
Content Audit Best Practices
● Map each asset to your buyer personas and
their respective buyer journeys
● Use a spreadsheet
● Add a column for which core topic they’re a
part of
Content Audit Best Practices
Asset title URL link Content type Persona Journey Stage Topic
What is digital
marketing
https://blog.h
ubspot.com...
Blog Marketing
Mary
Awareness Digital
Marketing
Inbound sales
best practices
https://offers.
hubspot...
Ebook Sales Sam Awareness Inbound
Sales
Getting started
with marketing
automation
https://offers.
hubspot...
Webinar Marketing
Mary
Consideration Marketing
Automation
After Your Content Audit
Analyse what you have:
● Which stages/personas are really strong?
● Where are the gaps?
● Are there duplicates?
● What about the gaps in your topics/clusters?
All of this will tell you where you’re strong and
what you’re missing.
Pro tip: your primary persona should
be very strong
Next steps
1. Prioritise the gaps you need to fill and get
cracking
2. Start creating and linking your pillar pages out
to existing content
A word on duplicate content
1. Choose the oldest piece and update it with
content from the other (s)
2. Create a 301 redirect from the now
not-required content to the new updated
piece
Pieces that don’t fit anymore
Sometimes you will have content that doesn’t fit
to a topic - you can use it for a short-term social
boost
Questions?
Thank you!

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Adelaide Hubspot User Group (HUG) 24 October 2018

  • 2. What is a HUG?
  • 3. 3
  • 4. Hug verb ˈhəg The best thing you can do for yourself, and anyone else.
  • 5. 5 ...So what is a HUG? Quarterly opportunity to: Network Learn Gather ideas Solve problems ...with free food!
  • 6. This is a quarterly event, changing topics Feedback forms: contribute to your event Some theory, some practical examples Your event, so we’re here to help you succeed in inbound and on HubSpot. Created for you
  • 7. Christabelle Tani Strategist Brand chemistry Topic: Why having a content strategy is not enough: the fundamental building blocks you need for success Casey McGaw Customer Success Manager HubSpot Topic: The essentials of content strategy, and using the content strategy tool Today’s Speakers
  • 8.
  • 9. #1 Conversational marketing Not optional - expected 1 to 1 conversations across multiple channels Instant responses to frequent customer and prospect enquiries What to do: Start with chat function on high-purchase intent pages, then you can use a combo of automation and timely human interactions to move a buyer towards a sales conversation.
  • 10. #2 Video for all ● Mobile first production ● HubSpot Video ○ Upload and record videos right from HubSpot ○ Add CTAs directly to the video, track how people engage ○ Send recorded video messages to prospects via Sales Hub! ○ Or screencast an answer to a technical question - from the contact record!
  • 11. #3 Optimise for search intent : the keyword is dead?! Not really. Just how we think about it. Keyword research vs search intent? Remember: This is not all about written content.
  • 15.
  • 16. State of Inbound 2018 Top marketing challenges in ANZ: - Generating traffic and leads (63%) - Proving ROI (40%) - Securing enough budget (25%)
  • 18. The two most important elements to get right
  • 19. What content do they need at each stage of their buying journey? HINT: Requires qualitative research. Don’t guess. #1 Personas Awareness Do you have content that relates to a problem I have right now? Decision Tell me why I should choose YOUR offering? Lower my risk, make it irresistible and easy for me. Consideration Do you have content that helps me figure out what my options are?
  • 20.
  • 25. #2 User Journeys What will the conversion path look like?
  • 26. What we often see...
  • 27. What we often see...
  • 28. What we often see...
  • 29. Blog Post SALES Social Posts Social AdsDatabase Emails Contact Us Self-Assessment
  • 30. What you want to see...
  • 31. What you want to see...
  • 32. What you want to see...
  • 33. What you want to see...
  • 34. Blog Post Social Posts Social AdsDatabase Emails Ebook Self-Assessment SALES
  • 35. Signs your content strategy isn’t doing the trick...
  • 36. When the problem is personas... Landing page 1,000 Views 10 downloads Database 1,000 Leads 10 marketable leads
  • 37. When the problem is user journeys... HubSpot Benchmarks: ● Session to Lead 1-3% ● Lead to MQL benchmark: 3.9% 5,000 Sessions 10 Leads 3 MQLs Funnel 5,000 Sessions 1,000 Leads 10 MQLs Funnel
  • 38. The remedy Research + Content creation + Distribution
  • 39. A lot of targeted personas in your database ...that convert into qualified leads
  • 41. Casey McGaw | Senior Customer Success Manager
  • 43. Agenda 1. The purpose of content strategy 2. The base of your content strategy? 3. Remember what Google was like? 4. The future of content strategy 5. Introducing the Content Strategy Tool 6. Measuring success 7. Execution
  • 44. What is the purpose of Content Strategy? To generate more qualified traffic through planning and executing a content strategy built for the way the modern search engine works. INCREASED AUTHORITY INCREASED VISIBILITY INCREASED WEBSITE TRAFFIC INCREASED LEADS
  • 45. The Base of Your Content Strategy
  • 46. P1 P2 P3 Blog Posts Content Offers Emails/Nurturing
  • 47. Think about what Google was like 10 years ago….
  • 48. 2012 Penguin Update - Penalizes spam factors including stuffing keywords 2013 Hummingbird Update - Google begins to understand content and context 2014 HTTP/SSL ranking boost rolled-out. Also, Pigeon update affecting local SEO 2015 Mobilegeddon Update - mobile ranking update for mobile-friendly sites Late 2015 RankBrain introduced - machine learning algorithm 2011 Google begins encrypting search queries resulting in “Not provided”
  • 49. Google has gotten pretty smart.
  • 50.
  • 51.
  • 52. So what is HubSpot doing about this?
  • 55. Key Terms Topic clusters are comprised of a pillar page and subtopic content that you've compiled for each of your core topics.  A pillar page is a comprehensive resource that covers a core topic in depth. Ideally a pillar page sits on the top level of your website in a space that already gets a lot of organic traffic. Subtopics are shorter pieces of content that answer a specific question about the core topic covered in your pillar page.  TOPIC CLUSTER PILLAR PAGE CLUSTER CONTENT
  • 56. Let’s dive into some example pillar pages! https://www.hubspot.com/digital-marketing https://capitalpitch.com/angel-investors/ https://www.elvanto.com/church-management-softwar e https://www.compliancecouncil.com.au/standards/iso- 9001-quality-management-system HUBSPOT CAPITALPITCH ELVANTO COMPLIANCE COUNCIL
  • 57. The key is to start thinking in terms of Topics you want to own, not just Keywords This allows you to own a “Sphere of influence” on the internet
  • 58. So how do we build this?
  • 60. What is Content Strategy? The Content Strategy is a tool that aims to help you plan, validate, and execute an efficient content strategy. It revolves around the Topic Cluster Methodology
  • 65. SEARCH ENGINES AREN’T SEARCHING FOR YOUR CONTENT… HUMANS ARE.
  • 66. HubSpot increased organic traffic by 50% once we started clustering content by topic and optimizing old posts.
  • 67. Stop. Start. Continue. So what’s the difference between my current content strategy and this new one?
  • 68. ● Focusing purely on keywords. Stop. Start. Continue.
  • 69. ● Becoming an authority on topics. ● Building pillar content. ● Repurposing existing content Stop. Start. Continue.
  • 70. ● Considering personas when planning content ● Using keyword research within the tool. ● Awareness > Consideration > Decision Stop. Start. Continue.
  • 71. So how do you know if it’s actually working? Measure your results
  • 72.
  • 74. Let’s build a Topic Cluster together!
  • 75. DIGITAL MARKETING Step 1. Start with a broad topic of interest that you’d like to “own”
  • 76. DIGITAL MARKETING Step 2. Identify subtopics that support or discuss your core topic in more detail What is digital marketing Benefits of digital marketing Digital marketing metrics Evolution of digital marketing Benefits of digital marketing Pros and Cons of digital marketing
  • 77. DIGITAL MARKETING What is digital marketing Benefits of digital marketing Digital marketing metrics Evolution of digital marketing Benefits of digital marketing Pros and Cons of digital marketing Step 3. Create hyperlinks between your core and subtopics
  • 78. Create a Topic Cluster 1. Identify 3-4 key topics you want to be known for 2. Choose one of those core topics and build it out with subtopics using keyword research. Ensure each subtopic aligns closely with your personas/buyer journeys a. http://answerthepublic.com/ b. Keywords Everywhere plugin 3. Map out content ideas that align with each of the core topics and corresponding subtopics. 4. Validate each idea with industry and competitive research.
  • 79. A quick note on the tool in HubSpot (if you’ve never done it before)
  • 80.
  • 87. Create a Topic Cluster 1. Identify 3-4 key topics you want to be known for 2. Choose one of those core topics and build it out with subtopics using keyword research. Ensure each subtopic aligns closely with your personas/buyer journeys a. http://answerthepublic.com/ b. Keywords Everywhere plugin 3. Map out content ideas that align with each of the core topics and corresponding subtopics. 4. Validate each idea with industry and competitive research.
  • 88. Optimising your current content Formatting existing content into clusters
  • 89. How to manage with existing content For those of us who have a lot of content already, we don’t want to scrap it all and start from scratch because …
  • 90. How to manage with existing content For those of us who have a lot of content already, we don’t want to scrap it all and start from scratch because … authority
  • 91. How to manage with existing content Instead, we need to do an evaluation of where we are right now.
  • 92. How to manage with existing content Instead, we need to do an evaluation of where we are right now. CONTENT AUDIT!
  • 93. Content Audit Best Practices ● Map each asset to your buyer personas and their respective buyer journeys ● Use a spreadsheet ● Add a column for which core topic they’re a part of
  • 94. Content Audit Best Practices Asset title URL link Content type Persona Journey Stage Topic What is digital marketing https://blog.h ubspot.com... Blog Marketing Mary Awareness Digital Marketing Inbound sales best practices https://offers. hubspot... Ebook Sales Sam Awareness Inbound Sales Getting started with marketing automation https://offers. hubspot... Webinar Marketing Mary Consideration Marketing Automation
  • 95. After Your Content Audit Analyse what you have: ● Which stages/personas are really strong? ● Where are the gaps? ● Are there duplicates? ● What about the gaps in your topics/clusters? All of this will tell you where you’re strong and what you’re missing.
  • 96. Pro tip: your primary persona should be very strong
  • 97. Next steps 1. Prioritise the gaps you need to fill and get cracking 2. Start creating and linking your pillar pages out to existing content
  • 98. A word on duplicate content 1. Choose the oldest piece and update it with content from the other (s) 2. Create a 301 redirect from the now not-required content to the new updated piece
  • 99. Pieces that don’t fit anymore Sometimes you will have content that doesn’t fit to a topic - you can use it for a short-term social boost