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Adelaide Hubspot User Group (HUG) 24 October 2018

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Slides from the Adelaide HUG! Thanks for coming, everyone. Hope you found it useful.

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Adelaide Hubspot User Group (HUG) 24 October 2018

  1. 1. October 2018 HUG Adelaide
  2. 2. What is a HUG?
  3. 3. 3
  4. 4. Hug verb ˈhəg The best thing you can do for yourself, and anyone else.
  5. 5. 5 ...So what is a HUG? Quarterly opportunity to: Network Learn Gather ideas Solve problems ...with free food!
  6. 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. 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. 8. #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.
  9. 9. #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!
  10. 10. #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.
  11. 11. Converse. Create visual content. Optimise for buyer intent.
  12. 12. Whats next?
  13. 13. HUG Adelaide October 2018
  14. 14. State of Inbound 2018 Top marketing challenges in ANZ: - Generating traffic and leads (63%) - Proving ROI (40%) - Securing enough budget (25%)
  15. 15. 17 The methodology
  16. 16. The two most important elements to get right
  17. 17. 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?
  18. 18. Awareness Applying personas to content creation
  19. 19. Early consideration Applying personas to content creation
  20. 20. Consideration Applying personas to content creation
  21. 21. Applying personas to content distribution
  22. 22. #2 User Journeys What will the conversion path look like?
  23. 23. What we often see...
  24. 24. What we often see...
  25. 25. What we often see...
  26. 26. Blog Post SALES Social Posts Social AdsDatabase Emails Contact Us Self-Assessment
  27. 27. What you want to see...
  28. 28. What you want to see...
  29. 29. What you want to see...
  30. 30. What you want to see...
  31. 31. Blog Post Social Posts Social AdsDatabase Emails Ebook Self-Assessment SALES
  32. 32. Signs your content strategy isn’t doing the trick...
  33. 33. When the problem is personas... Landing page 1,000 Views 10 downloads Database 1,000 Leads 10 marketable leads
  34. 34. 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
  35. 35. The remedy Research + Content creation + Distribution
  36. 36. A lot of targeted personas in your database ...that convert into qualified leads
  37. 37. Content Strategy Adelaide HUG 2018
  38. 38. Casey McGaw | Senior Customer Success Manager
  39. 39. Launching a content strategy
  40. 40. 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
  41. 41. 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
  42. 42. The Base of Your Content Strategy
  43. 43. P1 P2 P3 Blog Posts Content Offers Emails/Nurturing
  44. 44. Think about what Google was like 10 years ago….
  45. 45. 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”
  46. 46. Google has gotten pretty smart.
  47. 47. So what is HubSpot doing about this?
  48. 48. Topic Clusters
  49. 49. Workout Routines
  50. 50. 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
  51. 51. 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
  52. 52. 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
  53. 53. So how do we build this?
  54. 54. Introducing… CONTENT STRATEGY
  55. 55. 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
  56. 56. Plan your topic
  57. 57. Plan your subtopics
  58. 58. Validate
  59. 59. Execute
  60. 60. SEARCH ENGINES AREN’T SEARCHING FOR YOUR CONTENT… HUMANS ARE.
  61. 61. HubSpot increased organic traffic by 50% once we started clustering content by topic and optimizing old posts.
  62. 62. Stop. Start. Continue. So what’s the difference between my current content strategy and this new one?
  63. 63. ● Focusing purely on keywords. Stop. Start. Continue.
  64. 64. ● Becoming an authority on topics. ● Building pillar content. ● Repurposing existing content Stop. Start. Continue.
  65. 65. ● Considering personas when planning content ● Using keyword research within the tool. ● Awareness > Consideration > Decision Stop. Start. Continue.
  66. 66. So how do you know if it’s actually working? Measure your results
  67. 67. Questions?
  68. 68. Let’s build a Topic Cluster together!
  69. 69. DIGITAL MARKETING Step 1. Start with a broad topic of interest that you’d like to “own”
  70. 70. 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
  71. 71. 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
  72. 72. 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.
  73. 73. A quick note on the tool in HubSpot (if you’ve never done it before)
  74. 74. Select domains
  75. 75. Confirm your core topics
  76. 76. Review suggested clusters
  77. 77. Some great tools to use
  78. 78. Answer The Public
  79. 79. Keywords Everywhere
  80. 80. 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.
  81. 81. Optimising your current content Formatting existing content into clusters
  82. 82. 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 …
  83. 83. 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
  84. 84. How to manage with existing content Instead, we need to do an evaluation of where we are right now.
  85. 85. How to manage with existing content Instead, we need to do an evaluation of where we are right now. CONTENT AUDIT!
  86. 86. 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
  87. 87. 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
  88. 88. 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.
  89. 89. Pro tip: your primary persona should be very strong
  90. 90. 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
  91. 91. 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
  92. 92. 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
  93. 93. Questions?
  94. 94. Thank you!

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