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Compelling Content


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Key Takeaways from HubSpot's #INBOUND15

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Compelling Content

  1. 1. @GulfCoastHUG • @sproutcontent Compelling Content: Key Takeaways from INBOUND15 Molly Bruno, Marketing Manager
  2. 2. AGENDA ① Why Compelling Content Matters ② Tip 1: Make it Memorable ③ Tip 2: Go Beyond “Good Enough” ④ Tip 3: Look to The Content Pros ⑤ Closing @GulfCoastHUG • @sproutcontent
  3. 3. Why Compelling Content Matters @GulfCoastHUG • @sproutcontent
  4. 4. Content Fuels Inbound Marketing • By definition, Inbound Marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content. • Every piece of content (website, blog posts, downloads, emails, social posts, and more) is key in creating a successful Inbound Marketing strategy. • Our goal as Inbound Marketers is to create engaging, memorable content to attract, convert, close and delight customers. So, how do we develop and continuously produce unique, compelling content? @GulfCoastHUG • @sproutcontent
  5. 5. Make it Memorable @GulfCoastHUG • @sproutcontent
  6. 6. Does your content make an impact? @GulfCoastHUG • @sproutcontent According to Dr. Carmen Simon of Rexi Media, there are two trends affecting content marketing: 1. Amnesia – people are more forgetful of content because of the overload everyday. 2. Déjà vu – so much content is becoming repetitive. To make content memorable, link a complex topic with something people already know. Ideas for getting attention and encouraging engagement: • Switch up your format • Try an infographic • Tell a story • Incorporate a video
  7. 7. Go Beyond “Good Enough” @GulfCoastHUG • @sproutcontent
  8. 8. Bigger, Braver, Bolder Content “The biggest missed opportunity with content is playing it too safe.” Ann Handley, CCO, Marketing Profs • Bigger stories puts your company in the larger context of what people care about. • Bolder marketing breaks away from the status quo and hits specific challenges your audience has but no one else is talking about in the right way. • Braver voice is your main differentiator in a sea of mediocre content. Tone of voice reflects your culture, amplifies your story and communicates with empathy to the people you want to reach. @GulfCoastHUG • @sproutcontent
  9. 9. Look to the Content Pros @GulfCoastHUG • @sproutcontent
  10. 10. Apply These Pro Content Tips @GulfCoastHUG • @sproutcontent Hubspot’s blog is renowned for it’s compelling content, making it a go-to resource for companies interested in developing relevant, lead generating content. Expert blogging tips from Corey Eridor, Managing Editor of Hubspot’s blog: • Don’t focus too heavily on news events. Hubspot found that 76% of most post views came from posts written before that month. • Rely on your staff. They have ideas you won’t have and will help you grow blog rather than just keep it going. • Keep going. Blogging is a long game. 92% of Hubspot’s leads that came from blog posts were posts not published within that month. • Focus on your lowest performing channels.
  11. 11. THANK YOU! @GulfCoastHUG • @sproutcontent