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#INBOUND14 - I've Created My Content, Now What?

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Have you ever created a piece of content and then though, now what? You aren't alone! Without a proper promotional plan, all the work put into creating a piece of content will go to waste. In this session, you will get tactical advice on creating an awesome promotional campaign to get your content the promotional love it deserves, and help your reach your business goals.

Published in: Marketing
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#INBOUND14 - I've Created My Content, Now What?

  1. 1. #INBOUND1 4 I’ve Created My Content, Now What? Amanda Sibley Campaigns Manager, HubSpot
  2. 2. AMANDA SIBLEY @AmandaSibley Marketing - Campaigns Team, HubSpot #CertifiedScubaDiver
  3. 3. Inbound.org/amanda #INBOUND14
  4. 4. #INBOUND14
  5. 5. #INBOUND14 Today, HubSpot has over 2,000 ebooks, with an average of 6k downloads each.
  6. 6. #INBOUND14 The First Piece of Content I Made at HubSpot…
  7. 7. #INBOUND14 The First Piece of Content I Made at HubSpot…
  8. 8. A coordinated campaign generated 72% more #INBOUND14 leads than a non-coordinated one.
  9. 9. THREE PHASES OF CAMPAIGN LAUNCH: Organization & Planning Promotional Options Analysis and Reporting
  10. 10. THREE PHASES OF CAMPAIGN LAUNCH: Organization & Planning
  11. 11. Phase 1: Organization and Planning #INBOUND14 1 Set goals 2 Host a team brainstorm
  12. 12. #INBOUND14 1 SET GOALS
  13. 13. #INBOUND14 WEBSITE TRAFFIC
  14. 14. BRANDING #INBOUND14
  15. 15. #INBOUND14 LEAD GENERATION
  16. 16. MQL/SQL #INBOUND14
  17. 17. DIRECT SALES #INBOUND14
  18. 18. #INBOUND14 Our goal: Lead generation (Of this ebook!)
  19. 19. 2 BRAINSTORM & SET UP TIMELINES #INBOUND14
  20. 20. ORGANIZE TASKS AND DETERMINE WHO CAN #INBOUND14 HELP
  21. 21.  Measure  Analyze #INBOUND14 HAVE A LAUNCH PLAN WITH TIMING 3 WEEKS PRIOR 2 WEEKS PRIOR 1 WEEK PRIOR:  Brainstorm promotional activities  Assign owners & deadlines  Social images  Finalize content positioning  Blog posts  Website CTAs  Email copy  Landing page copy  Start LinkedIn discussion  Send email  Post social posts  Post blog posts LAUNCH DAY POST LAUNCH
  22. 22. #INBOUND14 TEMPLATE FOR BRAINSTORM
  23. 23. THREE PHASES OF CAMPAIGN LAUNCH: Promotional Options
  24. 24. EPmroamilo Ptiroonmaol OtBiopntlisoongs +g Oipntimgization Experiments #INBOUND14
  25. 25. Companies that blog are 13x more likely to see a positive ROI, than #INBOUND14 those who don’t. (State of Inbound 2014)
  26. 26. 1. BLOGGING #INBOUND14
  27. 27. 1. BLOGGING #INBOUND14
  28. 28. 1. BLOGGING #INBOUND14 BLOG TOPIC IDEAS: 1. Pull a SECTION from the ebook 2. Create a LIST related to the offer 3. EXPAND on one of the topics briefly discussed 4. UPDATE an older post related to the topic 5. MISCONCEPTIONS about the topic 6. EXAMPLES of the topic
  29. 29. 1. BLOGGING http://www.hubspot.com/blog-topic-generator #INBOUND14
  30. 30. EPmroamilo Ptiroonmaol Otiopntisons + Optimization Experiments #INBOUND14 Website
  31. 31. #INBOUND14 Your website is your greatest asset. More people view your webpages than anything else.
  32. 32. 2. WEBSITE #INBOUND14 Homepage or Log-in Page
  33. 33. 2. WEBSITE Create a Content Library #INBOUND14
  34. 34. 2. WEBSITE #INBOUND14 Featured Offer
  35. 35. EPmroamilo Ptiroonmaol Otiopntisons + Optimization Experiments #INBOUND14 Social Media
  36. 36. Social media has become #INBOUND14 the most important channel for marketers and sales professionals alike. (State of Inbound 2014)
  37. 37. 3. SOCIAL MEDIA  Change Cover Photo #INBOUND14
  38. 38. 3. SOCIAL MEDIA #INBOUND14  Posts with images 2-3 times during launch week  Post once a week during the month after launch
  39. 39. 3. SOCIAL MEDIA #INBOUND14  Change Cover Photo  Pin a Tweet
  40. 40. 3. SOCIAL MEDIA #INBOUND14  Tweets with images
  41. 41. Tweets with images generate 55% more leads. (HubSpot) #INBOUND14
  42. 42. 3. SOCIAL MEDIA #INBOUND14  Tweets from content author
  43. 43. 3. SOCIAL MEDIA #INBOUND14  Post to your company page on launch day
  44. 44. 3. SOCIAL MEDIA #INBOUND14  Start a LinkedIn group discussion pre-launch
  45. 45. EPmroamilo Ptiroonmaol Otiopntisons + Optimization Experiments #INBOUND14 Email
  46. 46. #INBOUND14 Email marketing has an ROI of 4,300% (Direct Marketing Association)
  47. 47. EmEmaial iPl rPormomotoiotinosn - Personalization 4. EMAIL #INBOUND14  Personalize your email sender name 31% increase in CTR!
  48. 48. EmEmaial iPl rPormomotoiotinosn - Personalization 4. EMAIL #INBOUND14  Use smart content to personalize email copy  Include personalized content
  49. 49. Email Promotions 4. EMAIL #INBOUND14  Encourage Sharing
  50. 50. Email Promotions 4. EMAIL  Make Sharing Fool-Proof #INBOUND14
  51. 51. Email Promotions 4. EMAIL  Get Creative with Images #INBOUND14
  52. 52. EPmroamilo Ptiroonmaol Otiopntisons + Optimization Experiments #INBOUND14 Guest Blogging
  53. 53. #INBOUND14 Keep your content high quality, and get in front of a new audience.
  54. 54. 5. GUEST BLOGGING #INBOUND14 New audience Inbound links Long tail promotion
  55. 55. 5. GUEST BLOGGING #INBOUND14  Find relevant blogs  Use tools for professional outreach  Add value  Always link back to your content
  56. 56. EPmroamilo Ptiroonmaol Otiopntisons + Optimization Experiments #INBOUND14 Social Advertising
  57. 57. Social advertising gives you #INBOUND14 access to over a billion people, and allows you to target your specific audience.
  58. 58. EPmroamilo Ptiroonmaol Otiopntisons + Optimization Experim6e.n PtsAID #INBOUND14 Promoted Content
  59. 59. Promoted Tweets increase offline #INBOUND14 sales by 29% (VentureBeat)
  60. 60. EPmroamilo Ptiroonmaol Otiopntisons + Optimization Experim6e.n PtsAID #INBOUND14 Retargeting Audience: Current database Goal: Downloads + Sharing
  61. 61. EPmroamilo Ptiroonmaol Otiopntisons + Optimization Experiments #INBOUND14 Experiments
  62. 62. EPmroamilo Ptiroonmaol Otiopntisons + Optimization7 . EExXpPeEriRmIMenEtNs-TS Influencer #INBOUND14 & VIP Customer Outreach
  63. 63. EPmroamilo Ptiroonmaol Otiopntisons + Optimization7 . EExXpPeEriRmIMenEtNsTS #INBOUND14 SlideShare
  64. 64. EPmroamilo Ptiroonmaol Otiopntisons + Optimization7 . EExXpPeEriRmIMenEtNsTS #INBOUND14 Video Marketing
  65. 65. EPmroamilo Ptiroonmaol Otiopntisons + Optimization7 . EExXpPeEriRmIMenEtNs-TS #INBOUND14 Live Event Optimization
  66. 66. THREE PHASES OF CAMPAIGN LAUNCH: Analysis & Reporting
  67. 67. #INBOUND14 REMEMBER THAT GOAL?
  68. 68. #INBOUND14 WHERE TO START WHEN MEASURING If Your Goal is… Look at… Website traffic Website views compared to equal time period before the launch of your campaign Branding New followers, mentions, blog views & comments, and reviews Lead generation Leads generated by source from your specific campaign Qualified leads (MQL/SQL) Leads that turned into MQL/SQL from your campaign, or # of leads sales considers MQL/SQL Direct Sales Revenue driven directly or indirectly from your campaign
  69. 69. #INBOUND14 TRACKING RESULTS *(Sample Data)
  70. 70. ANALYZE EACH PROMOTIONAL CHANNEL USED #INBOUND14 200 600 60 160 300 270 100 4.30% 4.00% 4.00% 3.50% 3.00% 2.90% 2.50% 5.00% 4.50% 4.00% 3.50% 3.00% 2.50% 2.00% 1.50% 1.00% 0.50% 0.00% 700 600 500 400 300 200 100 0 Blogging Website Guest Blogging Social Media Email Other Paid Leads Conversion *(Sample Data)
  71. 71. #INBOUND14
  72. 72. #INBOUND14
  73. 73. #INBOUND14 THANK YOU!
  74. 74. #INBOUND14 QUESTIONS ?

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