How to Create Content People Actually Care About

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A course taught at Boston's Intelligent.ly by Jay Acunzo of HubSpot. Learn how to create content scalably and sustainably through the right strategy, including buyer personas and the proper process behind your content marketing.

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  • Everything Im going to talk about is really at scale, or at least as scaled as I’ve seen personally where content drives leads and customers. But there are things I hope everyone can learn and adapt
  • No muse needed
  • Forget the individual pieces of content, ad unit, keywords, links, individual posts
  • Information pollution means one thing  buyers gained ownership their attention
  • Remarkable for two reasons: Help me EXECUTE BETTER...help me THINK DIFFERENTLY
  • Mary is a professional marketer at a mid-sized company (25-200 employees). She knows a fair amount about marketing - with expertise in areas such as tradeshows, email marketing, advertising, and sales collateral - but is not a lead generation or analytical marketing guru. She wants to learn about new, more sophisticated marketing techniques, wants her job to be easier, and wants a tool to make her seem smarter and more competent to her boss.
  • THE EASY STUFF IS POWERFUL
  • Stock photos – CTA – Landing Page – Social Promo – Comarketing – Blogging – Linking to it in the future
  • So we need to reinvent the types of content. What adds value even more to you? (My colleagues love to share, thus making my job way way way harder. So I wont share)!
  • So we need to reinvent the types of content. What adds value even more to you? (My colleagues love to share, thus making my job way way way harder. So I wont share)!
  • How to Create Content People Actually Care About

    1. 1. Content 101: How to Create Content People Actually Care About Jay Acunzo @Jay_zo #ILYmktg 1
    2. 2. Context On Me Senior Content Manager Co-Founder | BosContent.com @Jay_zo Director of Content Digital Media Strategist Jay Acunzo - @jay_zo 2
    3. 3. Editor’s Note This was NOT optimized for SlideShare, so some context is missing. I apologize. I am uploading this for the class I taught that has the full context. @Jay_zo Want to learn more, have me speak, or have me shut up and just send more context via email? Happy to! Shoot me a tweet @Jay_zo Thanks! Jay Jay Acunzo - @jay_zo 3
    4. 4. HubSpot Sells Software, But... • • • • 5-8 blog posts/day 7-10 premium offers/month 2M views, 230K subscribers 50K monthly leads Jay Acunzo - @jay_zo 4
    5. 5. Holy Scale, Batman! Jay Acunzo - @jay_zo 5
    6. 6. Today How we staff, prepare, and execute Jay Acunzo - @jay_zo 6
    7. 7. Agenda • • • Why Content? Content @ HubSpot • • How We Operate Example Campaign My Promise Jay Acunzo - @jay_zo 7
    8. 8. Agenda • • • Why Content? Content @ HubSpot • • How We Operate Example Campaign My Promise Jay Acunzo - @jay_zo 8
    9. 9. The #1 challenge facing HubSpot’s 10,000 customers... (And really, most marketers.) Jay Acunzo - @jay_zo
    10. 10. | Jay Acunzo - @jay_zo
    11. 11. It doesn’t need to be so damn hard! Jay Acunzo - @jay_zo
    12. 12. Too many assume creating great content requires divine intervention . Jay Acunzo - @jay_zo
    13. 13. Others sit & pray for creative sparks to strike as needed. Jay Acunzo - @jay_zo
    14. 14. And some shoot for brilliance: “We need thought leadership !” It’s actually lousy content for building audiences, especially at first. (More on that later.) Jay Acunzo - @jay_zo
    15. 15. They are WRONG! Jay Acunzo - @jay_zo
    16. 16. Great Feats of Content vs. Jay Acunzo - @jay_zo 16
    17. 17. Great Feats of Content vs. Jay Acunzo - @jay_zo 17
    18. 18. You can practice content marketing sustainably and scalably without waiting for the muse to visit. Jay Acunzo - @jay_zo
    19. 19. Agenda • • • Why Content? How to Execute My Promise Jay Acunzo - @jay_zo 19
    20. 20. To be a great modern marketer is to accept 1 simple truth: Jay Acunzo - @jay_zo
    21. 21. 1 simple truth: Consumers have all the power. Period. Jay Acunzo - @jay_zo
    22. 22. There are 3 BIG reasons why: the proliferation of media, a history of brand deception, and the historic pace of change in modern tech. (Via @Shannopop) Jay Acunzo - @jay_zo
    23. 23. In 2011, there were over one TRILLION pages on the internet. (that’s 417 web pages per person!) Source: CNN Jay Acunzo - @jay_zo
    24. 24. Every two days, we create as much information as we did from the dawn of civilization up until 2003. Eric Schmidt Former CEO of Google Jay Acunzo - @jay_zo
    25. 25. The Appearance of Advertising in Human Communication. (Graphic via @TBLittwin @Shannopop) Jay Acunzo - @jay_zo
    26. 26. Advertising first pervaded all things print. (Graphic via @TBLittwin @Shannopop) Jay Acunzo - @jay_zo
    27. 27. Then found its way into radio, TV, mailers, and the telephone. Jay Acunzo - @jay_zo
    28. 28. In the last 20 years, it’s penetrated almost every digital channel. 22 years Jay Acunzo - @jay_zo
    29. 29. Info Explosion >> Options >> Choice Jay Acunzo - @jay_zo
    30. 30. So if... Consumers have all the power. Jay Acunzo - @jay_zo
    31. 31. Then, to capture attention... Make Stuff People Want (21st Century Marketing) Make People Want Stuff (20th Century Marketing) (via Smithery.co) Jay Acunzo - @jay_zo
    32. 32. But How? | Jay Acunzo - @jay_zo
    33. 33. Agenda • • • Why Content? How to Execute My Promise Jay Acunzo - @jay_zo 33
    34. 34. Create a Content Mission Example via HubSpot: Empower and inspire businesses 1 to 1,000 strong to transform into modern, human companies people love: inbound companies. Jay Acunzo - @jay_zo 34
    35. 35. Lean on 3 Things Jay Acunzo - @jay_zo 35
    36. 36. #1 – People Not HubSpotter. PhotoBomber. Jay Acunzo - @jay_zo 36
    37. 37.  Gut-check: Am I okay with this resource commitment?  “Robots haven’t replaced the writers.”  Must equip your people with Personas and Process to boost efficiency & success Jay Acunzo - @jay_zo 37
    38. 38. #2 – Personas Jay Acunzo - @jay_zo 38
    39. 39. What Are Buyer Personas? Fictional representations of your ideal customers based on real data about demographics and behavior, along with educated speculation about personal histories, motivations, and concerns. Jay Acunzo - @jay_zo
    40. 40. Attract the Right Audience “Totally agree!” Jay Acunzo - @jay_zo 40
    41. 41. Avoid the Wrong Audience “Poppycock!” “Totally agree!” Jay Acunzo - @jay_zo 41
    42. 42. “I target marketers” Good: • Exhaustive basics • Step by step help • Lighthearted, peppy tone Mary Marketer Bad: • Cutting-edge trends • Access to betas, free stuff • Smart, funny, techie feel Jay Acunzo - @jay_zo 42
    43. 43. “I target marketers” Good: • Cutting-edge trends • Access to betas, free stuff • Smart, funny, techie feel Bad: • Exhaustive basics • Step by step help Mikey Marketer • Lighthearted, peppy tone Jay Acunzo - @jay_zo 43
    44. 44. “Create content for marketers.” “Create content for Mary.” ? Jay Acunzo - @jay_zo 44
    45. 45. Exercise! Buyer Persona 1. Think of a REAL customer you love. 2. Create a persona rough draft below. My Real Customer: ______________ What Are Buyer Personas? Fictional representations of your ideal customers based on real data about demographics and behavior, along with educated speculation about personal histories, motivations, and concerns. Grab Your Free Template: tiny.cc/persona Job Title: ______________ Gender: ____ Approx. Age: ____ Approx. HHI: ____ Marital Status: ____ List 3 of their day-to-day challenges: 1. 2. 3. List 3 identifiers/personality traits 1. 2. 3. List 3 places they consume content 1. 2. 3. Jay Acunzo - @jay_zo
    46. 46. #3 – Process Jay Acunzo - @jay_zo 46
    47. 47. Monthly Process 1. Plan 2. Produce 3. Distribute 4. Analyze Jay Acunzo - @jay_zo 47
    48. 48. Planning = Infrastructure 1 2 Workflow 3 4 Personas Idea Pipeline Ed. Cal. Jay Acunzo - @jay_zo 48
    49. 49. Jay Acunzo - @jay_zo
    50. 50. Create Content Offers 1st. Jay Acunzo - @jay_zo
    51. 51. Why Offers?  Drive a business action  Makes content scalable Jay Acunzo - @jay_zo
    52. 52. Generate More Offers Jay Acunzo - @jay_zo
    53. 53. Generate Blog Posts Jay Acunzo - @jay_zo
    54. 54. Typical “How To” Post Views spike upon launch Crashes, but not to zero Jay Acunzo - @jay_zo 54
    55. 55. Vs. Thought Leadership Also spikes, but crashes to zero Lack of demand = uncertain traffic Jay Acunzo - @jay_zo 55
    56. 56. Brick by Brick: Be Helpful Weeks later, still some views Jay Acunzo - @jay_zo 56
    57. 57. Other Posts Lifted Boosted by Old Posts Jay Acunzo - @jay_zo 57
    58. 58. On InboundHub.com • 70% of traffic, leads from posts >1 month old • 5-7 of Top 10 monthly posts are >1 month old Huge Jay Acunzo - @jay_zo 58
    59. 59. Recap 1. Infrastructure enables speed 2. Personas help you resonate 3. Start with offers. Be helpful! 4. 90:10 helpful:risky Jay Acunzo - @jay_zo 59
    60. 60. Exercise!  Think about your persona rough draft  Craft a basic production pipeline Answer These: 1. What 1 content offer could you create to drive action? (e.g. XYZ ebook, buyer guide, etc.) 2. What 3 posts can directly solve their day-to-day challenges? Jay Acunzo - @jay_zo 60
    61. 61. Distribute Your Content Jay Acunzo - @jay_zo 61
    62. 62. Analysis 1. User indicators (views, shares) 2. Business objectives (new leads, coupon downloads, etc.) 3. Content offers metric: Net Promoter Score (NPS) survey Jay Acunzo - @jay_zo 62
    63. 63. Agenda • • • Why Content? How to Execute My Promise Jay Acunzo - @jay_zo 63
    64. 64. How do we... Make Stuff People Want (21st Century Marketing) ...at scale? Jay Acunzo - @jay_zo
    65. 65. Sometimes, We’ll Get It Right (HubSpot Content Downloads) Experiment Experiment Jay Acunzo - @jay_zo 65
    66. 66. But Other Times... (Our bad!) Jay Acunzo - @jay_zo 66
    67. 67. So If You’re Saying: Holy Scale, Batman! Jay Acunzo - @jay_zo 67
    68. 68. I Want to Be Able to Say: Never Fear! Jay Acunzo - @jay_zo 68
    69. 69. THANKS & KEEP ME HONEST @jay_zo jayacunzo.com Jay Acunzo - @jay_zo 69
    70. 70. Free Resources • • • • • • • @Jay_zo jacunzo@hubspot.com List/find jobs, attend events, network • boscontent.com Buyer persona template • tiny.cc/persona Editorial calendar template • tiny.cc/edcal Tons of free content creation templates • tiny.cc/content-help (gated) HTML Hacks for Marketers interactive site • tiny.cc/html-hacks 160 business stock photos • tiny.cc/free-photos (gated) Monthly marketing report template • tiny.cc/report-ppt AND tiny.cc/report-xls Jay Acunzo - @jay_zo

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