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Conquer content - How to Create Effective Content at Every Stage of the Buyer's Journey

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San Jose HubSpot User Group meetup, Monday, September 19, 2016.

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Conquer content - How to Create Effective Content at Every Stage of the Buyer's Journey

  1. 1. How To Create Effective Content At Every Stage of the Buyer’s Journey
  2. 2. Unless you’ve been living under a rock, you’ve likely heard content is the most important thing ever. (at least these days…) In fact… 2
  3. 3. 3 By Mike Mozart - http://www.flickr.com/photos/39160147@N03/9622116171/, CC BY 2.0, https://commons.wikimedia.org/w/index.php?curid=31228611
  4. 4. The message you are trying to deliver to your visitors, leads, customers and promoters. The foundation of any inbound marketing strategy and campaign. Yet it can also be one of the biggest hurdles marketers and businesses face in effectively executing their inbound marketing campaigns. Why? 4
  5. 5. 5
  6. 6. 1. Understand the Buyer’s Journey 2. Develop buyer personas for your business 3. Align your keywords with the buyer persona & the Buyer’s Journey 4. Create premium content in the right format that speaks to each particular buyer persona at each stage of the buyer’s journey. 6
  7. 7. #1
  8. 8. It is not the inbound methodology. 8
  9. 9.  It is also is not the marketing or sales funnel. 9
  10. 10. 10
  11. 11. 11
  12. 12. #2
  13. 13. Personas help you create the right content. The right content will most effectively attract your ideal visitors, convert them into leads, and close them into customers. Content to attract visitors Content to close customersContent to convert leads FLICKR USER INPRAISEOFSARDINES
  14. 14. BUYER PERSONAS: Semi-fictional characters that represent your ideal customers.
  15. 15. Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals. They’re NOT: target markets, job titles, or specific real people. They ARE: common motivations, shared pain points, universal goals, wishes, and dreams, general biographic/demographic information. BUYER PERSONAS
  16. 16. 16 Beer Geek Bob Interest: Constantly testing and improving his homebrew. He’s the mad scientist! Crafty Carl Interest: Homebrewing is his newest craft hobby and brews every weekend with friends. He wants to make his beer more drinkable. Enthusiast Hansen Interest: Loves all things alcohol and thinks it would be fun to have his own creation available for friends to try at home. Goal: Sell our hydrometer to every homebrewer in the world!
  17. 17. #3
  18. 18. a) Keyword Brainstorm b) Rank Keywords By Search Volume c) Map Top Keywords to Buyer Personas and the Buyer’s Journey d) Assign Primary Keywords to Web Pages e) Create Blog Content Topic Ideas 18
  19. 19. 19Resource: http://neilpatel.com/2016/04/02/how-to-generate-long-tail-keywords-using-quora-and-google-trends/
  20. 20. Resource: http://adwords.google.com/KeywordPlanner/ 20
  21. 21. Resource: http://adwords.google.com/KeywordPlanner/ 21
  22. 22. Resource: http://adwords.google.com/KeywordPlanner/ 22
  23. 23. Resource: http://adwords.google.com/KeywordPlanner/ 23 Competition Filter = < .70 (or lower) Avg. Monthly Visitors Filter = > 50 (or higher)
  24. 24. 24 Beer Geek Bob Interest: Constantly testing and improving his homebrew. He’s the mad scientist! Crafty Carl Interest: Homebrewing is his newest craft hobby and brews every weekend with friends. He wants to make drinkable beer. Enthusiast Hansen Interest: Loves all things alcohol and thinks it would be fun to have his own creation available for people to try at home Goal: Sell our hydrometer to every homebrewer in the world! Credit and thanks to Hansen Hunt, Senior Consultant, SmartBug Media
  25. 25. 25 Add Persona - Use intuition to determine which persona would search for each keyword - Eg. Beer Geek Bob knows what a “refractometer” is, but Carl or Hansen don’t and would never use one in brewing.
  26. 26. 26
  27. 27. 27 Add Buyer’s Journey - Put yourself in their shoes. What are you searching for? - Enter keyword into Google see what content relates to their keyword/intent
  28. 28. 28 Add Priority - Choose the top keywords you would like to rank for. Think about how the keywords will fit in your on-page SEO like the page title. - For awareness stage, choose keywords with higher avg. monthly searches. - For consideration/decision stage, choose the best matching keywords to your product/service - Long tail keywords (like questions) are great keywords to target with blog content
  29. 29. 29 Add Web Page - Assign a page to each primary keyword, and possibly a page for each secondary if they are unique from the primary keyword.
  30. 30. 30 Create Blog Topics - For each keyword, brainstorm at least one blog topic - Focus more topics around the primary and secondary keywords - Brainstorm topics that could be used for premium content offers (eBooks, guides, product comparison sheet)
  31. 31. 31 Resources - Keywordtool.io - moz.com/content/ - app.buzzsumo.com/research/
  32. 32. #4
  33. 33. 33
  34. 34. 34
  35. 35.  Add photo 35
  36. 36. # % # % # % Title A Title B Title C Title 1 Title 2 Title 3 Offer X Offer Y Offer Z 36
  37. 37. What do you do when you have content gaps?  Beacon.by – Turn blog posts into Ebooks  Put a bow on it! Turn blog posts, website page information into an infographic.  Hire an agency to help you repurpose! (shameless plug)  Find templates, automated software to help you with the process.  Best Practices? Let’s hear from you. 37
  38. 38. Questions, Comments and Ideas for Future HUG Meeting Topics? Want to Give An Upcoming Presentation or Write A Blog Post? Let Me Know! Matthew Penchuk matthew@searchstrategymarketing.com | 831-316-4776 Special thanks and credit to HubSpot, Hansen Hunt, Senior Consultant @ SmartBug Media of the San Diego HUG and Andrea Boccard, HUG Leader of the Long Island HUG for sharing their presentations. 38

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