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Inbound Marketing: How Content is Your Secret Weapon #contentisrael15

- 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

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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
  4. How do your customers buy today? @hubspot // @matthewbarby
  5. It all starts with a need… @hubspot // @matthewbarby
  6. @hubspot // @matthewbarby
  7. 65% of European consumers do research online before purchasing. @hubspot // @matthewbarby Source: eConsultancy Digital Marketing Trends
  8. @hubspot // @matthewbarby
  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
  17. Volume of blog content vs leads generated @hubspot // @matthewbarby
  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)!”
  21. @hubspot // @matthewbarby
  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
  26. Quora @hubspot // @matthewbarby
  27. Online Communities @hubspot // @matthewbarby
  28. Form Fields @hubspot // @matthewbarby
  29. Speak to your sales team! @hubspot // @matthewbarby
  30. 3 Group interests and problems into broad topic groups @hubspot // @matthewbarby
  31. @hubspot // @matthewbarby
  32. 4 Perform keyword research across topic clusters @hubspot // @matthewbarby
  33. @hubspot // @matthewbarby
  34. Break down your keyword research into head and long-tail phrases. @hubspot // @matthewbarby
  35. 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
  36. 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
  37. Here’s an example… @hubspot // @matthewbarby
  38. Topic: Men’s Health @hubspot // @matthewbarby
  39. Head Term: Workout Routines @hubspot // @matthewbarby (49,500 monthly searches)
  40. Long Tail Term: Best Ab Workouts for Men @hubspot // @matthewbarby (1,000 monthly searches)
  41. 5Group your keywords into topic clusters @hubspot // @matthewbarby
  42. @hubspot // @matthewbarby
  43. 6Develop content ideas based on the keywords. @hubspot // @matthewbarby
  44. BuzzSumo @hubspot // @matthewbarby
  45. Ruzzit @hubspot // @matthewbarby
  46. HubSpot Blog Topic Generator @hubspot // @matthewbarby
  47. 7 Validate your ideas @hubspot // @matthewbarby
  48. Reddit (ask your audience) @hubspot // @matthewbarby
  49. Analyse the SERPs @hubspot // @matthewbarby
  50. 8Align your content with a CTA @hubspot // @matthewbarby
  51. High-conversion landing pages @hubspot // @matthewbarby
  52. This stuff really works… @hubspot // @matthewbarby
  53. @hubspot // @matthewbarby
  54. @hubspot // @matthewbarby “92% of our monthly blog leads came from posts published in the previous month or earlier.”
  55. It doesn’t stop there. @hubspot // @matthewbarby
  56. @hubspot // @matthewbarby
  57. @hubspot // @matthewbarby