Inbound Marketing: How Content is Your Secret Weapon #contentisrael15
Report
Share
•75 likes•40,653 views
Inbound Marketing: How Content is Your Secret Weapon #contentisrael15
•75 likes•40,653 views
Report
Share
Download to read offline
- how you can align SEO to your content strategy - processes you can use for optimising existing content that you've produced - a model for running keyword research - a process for creating successful content marketing campaigns that solve for the customer
Recommended
More Related Content
What's hot
What's hot(20)
Viewers also liked
Viewers also liked(18)
Similar to Inbound Marketing: How Content is Your Secret Weapon #contentisrael15
Similar to Inbound Marketing: How Content is Your Secret Weapon #contentisrael15(20)
Recently uploaded
Recently uploaded(20)
Inbound Marketing: How Content is Your Secret Weapon #contentisrael15
- 1. Inbound Marketing: How Content is Your Secret Weapon Content Israel Summit // 1st December 2015 @hubspot // @matthewbarby
- 2. Here I am. 1 Global Head of Growth & SEO at HubSpot. 2 Lecturer for the Digital Marketing Institute. 3 Award-winning blogger. 4 Worked with brands around the world to acquire new customers. @hubspot // @matthewbarby
- 3. @hubspot // @matthewbarby http://www.hubspot.com/products/inbound-marketing/
- 4. How do your customers buy today? @hubspot // @matthewbarby
- 5. It all starts with a need… @hubspot // @matthewbarby
- 7. 65% of European consumers do research online before purchasing. @hubspot // @matthewbarby Source: eConsultancy Digital Marketing Trends
- 9. 33% of social network users agree that they trust what they read and see on sites like Facebook. @hubspot // @matthewbarby Source: eConsultancy Digital Marketing Trends
- 10. Your buyer likes to educate themselves rather than speak to sales people. @hubspot // @matthewbarby
- 11. 60% of the sales cycle is over before a buyer talks to your salesperson… @hubspot // @matthewbarby Source: Corporate Executive Board
- 12. …and they convert when they are ready. @hubspot // @matthewbarby
- 13. The buyer is in control and they’re more educated than ever before. @hubspot // @matthewbarby
- 14. You need to be there when they want, where they want and with what they want. @hubspot // @matthewbarby
- 15. Inbound Marketing = Content + Context @hubspot // @matthewbarby
- 16. Volume of website content vs leads generated @hubspot // @matthewbarby http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
- 17. Volume of blog content vs leads generated @hubspot // @matthewbarby http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
- 18. You need to think like a media company. @hubspot // @matthewbarby
- 19. That said, it’s not all about volume… @hubspot // @matthewbarby
- 20. @hubspot // @matthewbarby “46% of our monthly blog leads came from just 30 posts (out of over 6,000)!”
- 22. My 8-Step Process @hubspot // @matthewbarby
- 23. 1 Define your buyer persona(s) @hubspot // @matthewbarby
- 24. Marketing Mary • Professional marketer (VP, Director, Manager) • Mid-sized company (25-200 employees) • Small marketing team (1-5 people) • BComm (BU), MBA (Babson) • 42, Married, 2 Kids (10 and 6) Goals: • Support sales with collateral and leads • Manage company communications • Build awareness Challenges: • Too much to do • Not sure how to get there • Marketing tool and channel mess Loves HubSpot because: • Easy to use tools that make her life easier • Learn inbound marketing best practices • Easier reporting to sales and CEO @hubspot // @matthewbarby
- 25. 2Map out the interests and problems facing each of your personas @hubspot // @matthewbarby
- 27. Online Communities @hubspot // @matthewbarby
- 29. Form Fields @hubspot // @matthewbarby
- 30. Speak to your sales team! @hubspot // @matthewbarby
- 31. 3 Group interests and problems into broad topic groups @hubspot // @matthewbarby
- 33. 4 Perform keyword research across topic clusters @hubspot // @matthewbarby
- 35. Break down your keyword research into head and long-tail phrases. @hubspot // @matthewbarby
- 36. Head Keyword: usually a maximum of two words in length but usually one, and will be very broad, for example, “dress” or “red dress”. @hubspot // @matthewbarby
- 37. Long-Tail Keyword: much more specific and usually a minimum of three words in length. It expands further on the body keyword and generally is searched for less, for example, “where to buy a red dress”. @hubspot // @matthewbarby
- 38. Here’s an example… @hubspot // @matthewbarby
- 39. Topic: Men’s Health @hubspot // @matthewbarby
- 40. Head Term: Workout Routines @hubspot // @matthewbarby (49,500 monthly searches)
- 41. Long Tail Term: Best Ab Workouts for Men @hubspot // @matthewbarby (1,000 monthly searches)
- 42. 5Group your keywords into topic clusters @hubspot // @matthewbarby
- 44. 6Develop content ideas based on the keywords. @hubspot // @matthewbarby
- 45. BuzzSumo @hubspot // @matthewbarby http://buzzsumo.com/
- 46. Ruzzit @hubspot // @matthewbarby http://www.ruzzit.com/
- 47. HubSpot Blog Topic Generator @hubspot // @matthewbarby http://www.hubspot.com/blog-topic-generator
- 48. 7 Validate your ideas @hubspot // @matthewbarby
- 49. Reddit (ask your audience) @hubspot // @matthewbarby
- 50. Analyse the SERPs @hubspot // @matthewbarby
- 51. 8Align your content with a CTA @hubspot // @matthewbarby
- 52. High-conversion landing pages @hubspot // @matthewbarby
- 53. This stuff really works… @hubspot // @matthewbarby
- 55. @hubspot // @matthewbarby “92% of our monthly blog leads came from posts published in the previous month or earlier.”
- 56. It doesn’t stop there. @hubspot // @matthewbarby