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presents
Content 101: How to Create
Content People Actually Care About
JAY ACUNZO
@Jay_zo
Jay Acunzo
Jay Acunzo is Director of Platform
and Community at Next View
Ventures and was previously the
head of content p...
Seriously, How Do I

actually execute

Content Marketing?
JAY ACUNZO | @JAY_ZO
Jay Acunzo | @Jay_zo
(BosContent.com)
Agenda:
• Why Content?
• How to Execute
– Revealing Patterns
– Lean on Three Things
– Visual Playbook
• Resources
• Q&A
(M...
A Story…
A Story…
Sit through THIS,
sucker!
@Jay_zo
Make Stuff
People Want
Make People
Want Stuff
Modern Marketing:
(via Smithery.co)
Why 

Content?
(ASIDE FROM THE BUZZ DU JOUR)
To be a great modern
marketer is to accept
1 simple truth:
@Jay_zo
To be a great modern
marketer is to accept
1 simple truth:
Consumers have
all the power.
@Jay_zo
To be a great modern
marketer is to accept
1 simple truth:
Consumers have
all the power. Period.
@Jay_zo
Three Causes
@Jay_zo
Media
@Jay_zo
Make Stuff
People Want
Make People
Want Stuff
Modern Marketing:
(via Smithery.co)
How to

Execute
(OR, “HELP! HELP! MY BOSS WANTS ME TO,
LIKE, WRITE STUFF NOW!”)
@Jay_zo
At HubSpot…
• 5-8 blog posts/day
• 4-6 premium resources/month
• 1.5M views, 250K subscribers
• 50K monthly leads
Title and Content Layout with List
• Add your first bullet point here
• Add your second bullet point here
• Add your third...
@Jay_zo
Process, Infrastructure, & Foundation
How to Execute:

2 Revealing Patterns
@Jay_zo
Pattern 1:
vs.
@Jay_zo
Pattern 1:
vs.
@Jay_zo
Pattern 1:
vs.
@Jay_zo
Pattern 1:
vs.
!25
Most views when it launches
Pattern 2: Helpful vs. “Thought Leadership”
Crashes over time, but not to zero
@Jay_zo
!26
Most views upon launch
Pattern 2: Helpful vs. “Thought Leadership”
Crashes to
zero
Unpredictable
traffic
@Jay_zo
!27
Pattern 2: Helpful vs. “Thought Leadership”
Grow this by
building inventory.
@Jay_zo
!28
Pattern 2: Helpful vs. “Thought Leadership”
(Boosted by old
posts and inventory
of helpful content.)
@Jay_zo
On HubSpot’s Blog
• 70% of traffic from posts older than 1 month
• 50% of top 10 most viewed monthly posts older than 1 mo...
How to Execute:

Lean on 3 Things
PEOPLE | PERSONAS | PROCESS
@Jay_zo
1. People (Not HubSpotter.)
(PhotoBomber.)
Why Do YOU

Create Content?
@Jay_zo
2. Personas
[name][demographic][goals]
Fictional representations of your
ideal customers based on real data
about ...
@Jay_zo
“Create content for
marketers.”
“Create content for
Mary.”
?
Who Is YOUR Persona?

- 3 words to describe them

- 3 problems they face

- 3 adjectives for subsequent content
@Jay_zo
2. Process
@Jay_zo
2. Process
@Jay_zo
2. Process
What’s This Process
Actually Look Like?
Goal
Planning
Productio
n
Analysis
Distributi
on
3. Process
Content Team Workflow
@Jay_zo
Goal
Planning
Productio
n
Analysis
Distributi
on
3. Process
Content Team Workflow STOP! Get These First…
• Personas
• Visu...
3. Process
Core Content
Blog +
“Atomize”
Email +
Social
Paid &
Partner
Promotio
n
Audience
Outposts
Campaign Playbook
@Jay...
3. Process
Core Content
Blog +
“Atomize”
Email +
Social
Paid
Promotio
n
Partners
+
Outposts
Campaign Playbook
@Jay_zo
Turn...
Goal
Planning
Productio
n
Analysis
Distributi
on
3. Process
Core Content
Blog +
“Atomize”
Email +
Social
Paid &
Partner
Pr...
@Jay_zo
Recap
Thank You! Questions?
Free Resources
• Boston Content
(boscontent.com)
• Buyer Persona Template
(tiny.cc/persona)
• Editor...
Course Title	
  
Course Title
INSTRUCTOR NAME
Content 101: How to Create Content People Actually Care About
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Content 101: How to Create Content People Actually Care About

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In this class, Jay Acunzo of HubSpot will "demystify content." Learn how to hone in on the right content strategy for your company. (Spoiler alert: it needs to be all about people.) Through workshops and examples, you'll practice blending the art and science of content-creation to make your publishing process easy, simple, and effective.

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Content 101: How to Create Content People Actually Care About

  1. 1. presents Content 101: How to Create Content People Actually Care About JAY ACUNZO @Jay_zo
  2. 2. Jay Acunzo Jay Acunzo is Director of Platform and Community at Next View Ventures and was previously the head of content production & strategy at HubSpot. He’s a former Googler and co-founder of Boston Content, a community of 300 local content producers and marketers. Some say he’s sarcastic. Others say that’s accurate.
  3. 3. Seriously, How Do I
 actually execute
 Content Marketing? JAY ACUNZO | @JAY_ZO
  4. 4. Jay Acunzo | @Jay_zo (BosContent.com)
  5. 5. Agenda: • Why Content? • How to Execute – Revealing Patterns – Lean on Three Things – Visual Playbook • Resources • Q&A (More) ! (Less) Outcome:
  6. 6. A Story…
  7. 7. A Story… Sit through THIS, sucker!
  8. 8. @Jay_zo Make Stuff People Want Make People Want Stuff Modern Marketing: (via Smithery.co)
  9. 9. Why 
 Content? (ASIDE FROM THE BUZZ DU JOUR)
  10. 10. To be a great modern marketer is to accept 1 simple truth: @Jay_zo
  11. 11. To be a great modern marketer is to accept 1 simple truth: Consumers have all the power. @Jay_zo
  12. 12. To be a great modern marketer is to accept 1 simple truth: Consumers have all the power. Period. @Jay_zo
  13. 13. Three Causes @Jay_zo Media
  14. 14. @Jay_zo Make Stuff People Want Make People Want Stuff Modern Marketing: (via Smithery.co)
  15. 15. How to
 Execute (OR, “HELP! HELP! MY BOSS WANTS ME TO, LIKE, WRITE STUFF NOW!”)
  16. 16. @Jay_zo At HubSpot… • 5-8 blog posts/day • 4-6 premium resources/month • 1.5M views, 250K subscribers • 50K monthly leads
  17. 17. Title and Content Layout with List • Add your first bullet point here • Add your second bullet point here • Add your third bullet point here @Jay_zo Holy Scale, Batman!
  18. 18. @Jay_zo Process, Infrastructure, & Foundation
  19. 19. How to Execute:
 2 Revealing Patterns
  20. 20. @Jay_zo Pattern 1: vs.
  21. 21. @Jay_zo Pattern 1: vs.
  22. 22. @Jay_zo Pattern 1: vs.
  23. 23. @Jay_zo Pattern 1: vs.
  24. 24. !25 Most views when it launches Pattern 2: Helpful vs. “Thought Leadership” Crashes over time, but not to zero @Jay_zo
  25. 25. !26 Most views upon launch Pattern 2: Helpful vs. “Thought Leadership” Crashes to zero Unpredictable traffic @Jay_zo
  26. 26. !27 Pattern 2: Helpful vs. “Thought Leadership” Grow this by building inventory. @Jay_zo
  27. 27. !28 Pattern 2: Helpful vs. “Thought Leadership” (Boosted by old posts and inventory of helpful content.) @Jay_zo
  28. 28. On HubSpot’s Blog • 70% of traffic from posts older than 1 month • 50% of top 10 most viewed monthly posts older than 1 month Huge inventory. Huge ROI. @Jay_zo
  29. 29. How to Execute:
 Lean on 3 Things PEOPLE | PERSONAS | PROCESS
  30. 30. @Jay_zo 1. People (Not HubSpotter.) (PhotoBomber.)
  31. 31. Why Do YOU
 Create Content?
  32. 32. @Jay_zo 2. Personas [name][demographic][goals] Fictional representations of your ideal customers based on real data about demographics and behavior, along with educated speculation about their personal histories, motivations, and concerns.
  33. 33. @Jay_zo “Create content for marketers.” “Create content for Mary.” ?
  34. 34. Who Is YOUR Persona?
 - 3 words to describe them
 - 3 problems they face
 - 3 adjectives for subsequent content
  35. 35. @Jay_zo 2. Process
  36. 36. @Jay_zo 2. Process
  37. 37. @Jay_zo 2. Process
  38. 38. What’s This Process Actually Look Like?
  39. 39. Goal Planning Productio n Analysis Distributi on 3. Process Content Team Workflow @Jay_zo
  40. 40. Goal Planning Productio n Analysis Distributi on 3. Process Content Team Workflow STOP! Get These First… • Personas • Visual workflow tool (my favorite: Trello) • Editorial calendar (spreadsheet or Google Calendar) • Idea pipeline (Trello or Evernote) • Match metrics to content @Jay_zo
  41. 41. 3. Process Core Content Blog + “Atomize” Email + Social Paid & Partner Promotio n Audience Outposts Campaign Playbook @Jay_zo
  42. 42. 3. Process Core Content Blog + “Atomize” Email + Social Paid Promotio n Partners + Outposts Campaign Playbook @Jay_zo Turning This Wheel… • Core content first • Blogging as distribution • Email lists nurture, but also GROW reach • Outposts = organic audience acquisition • Paid: Taboola, Outbrain, etc.
  43. 43. Goal Planning Productio n Analysis Distributi on 3. Process Core Content Blog + “Atomize” Email + Social Paid & Partner Promotio n Audience Outposts Content Team Workflow Campaign Playbook
  44. 44. @Jay_zo Recap
  45. 45. Thank You! Questions? Free Resources • Boston Content (boscontent.com) • Buyer Persona Template (tiny.cc/persona) • Editorial Calendar Template (tiny.cc/edcal) Reading • Content Rules (old but good) • Crap! The Content Deluge • The Elements of Content Strategy • John Cleese on Creativity (YouTube search) • The Accidental Creative
  46. 46. Course Title   Course Title INSTRUCTOR NAME

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