1.
Content marketing may be the flavor of the past few years, but it's still far too common
for companies to launch a blog or write one white paper before running out of steam.
They rarely see results -- not for lack of trying, but likely for lack of planning,
infrastructure, and process.
This webcast will dig deep into the steps every company must take to set up a
sustainable, successful content marketing strategy.
Content Marketing: How to sustain it, find
success and scale.

2.
Seriously, How Do I
actually execute
Content Marketing?
JAY ACUNZO | @JAY_ZO

3.
Jay Acunzo | @Jay_zo
(BosContent.com)
(+ VC world soon)

4.
Agenda:
• Why Content?
• How to Execute
– Revealing Patterns
– Lean on Three Things
– Visual Playbook
• Resources
• Q&A
(More)
(Less)
Outcome:

5.
A Story…

6.
A Story…
Sit through THIS,
sucker!

7.
@Jay_zo
Make Stuff
People Want
Make People
Want Stuff
Modern Marketing:
(via Smithery.co)

8.
My Goals For Today
@Jay_zo

9.
My Goals For Today
•Help everyone visualize & understand
@Jay_zo

10.
My Goals For Today
•Help everyone visualize & understand
•Inspire some to execute better
@Jay_zo

11.
My Goals For Today
•Help everyone visualize & understand
•Inspire some to execute better
•Improve .0000001% of the web
@Jay_zo

12.
My Goals For Today
•Help everyone visualize & understand
•Inspire some to execute better
•Improve .0000001% of the web
@Jay_zo

13.
Why
Content?
(ASIDE FROM THE BUZZ DU JOUR)

14.
To be a great modern
marketer is to accept
1 simple truth:
@Jay_zo

15.
To be a great modern
marketer is to accept
1 simple truth:
Consumers have
all the power.
@Jay_zo

16.
To be a great modern
marketer is to accept
1 simple truth:
Consumers have
all the power.
Period.
@Jay_zo

17.
Three Causes
@Jay_zo

18.
@Jay_zo
Make Stuff
People Want
Make People
Want Stuff
Modern Marketing:
(via Smithery.co)

19.
How to
Execute
(OR, “HELP! HELP! MY BOSS WANTS ME TO,
LIKE, WRITE STUFF NOW!”)

20.
@Jay_zo
At HubSpot…
• 5-8 blog posts/day
• 4-6 premium resources/month
• 1.5M views, 250K subscribers
• 50K monthly leads

21.
Title and Content Layout with List
• Add your first bullet point here
• Add your second bullet point here
• Add your third bullet point here
@Jay_zo
Holy Scale, Batman!

22.
@Jay_zo
Process, Infrastructure, & Foundation

23.
How to Execute:
2 Revealing Patterns

24.
@Jay_zo
Pattern 1:
vs.

25.
@Jay_zo
Pattern 1:
vs.

26.
@Jay_zo
Pattern 1:
vs.

27.
@Jay_zo
Pattern 1:
vs.

28.
29
Most views when it launches
Pattern 2: Helpful vs. “Thought Leadership”
Crashes over time, but not to zero
@Jay_zo

29.
30
Most views upon launch
Pattern 2: Helpful vs. “Thought Leadership”
Crashes
to zero
Unpredictable
traffic
@Jay_zo

30.
31
Pattern 2: Helpful vs. “Thought Leadership”
Grow this by
building inventory.
@Jay_zo

31.
32
Pattern 2: Helpful vs. “Thought Leadership”
(Boosted by old
posts and inventory
of helpful content.)
@Jay_zo

32.
On HubSpot’s Blog
• 70% of traffic from posts older than 1 month
• 50% of top 10 most viewed monthly posts older than 1 month
Huge inventory.
Huge ROI.
@Jay_zo

33.
How to Execute:
Lean on 3 Things
PEOPLE | PERSONAS | PROCESS

34.
@Jay_zo
1. People (Not HubSpotter.)
(PhotoBomber.)

35.
@Jay_zo
2. Personas
Fictional representations of your
ideal customers based on real data
about demographics and behavior,
along with educated speculation
about their personal histories,
motivations, and concerns.

36.
@Jay_zo
“Create content for
marketers.”
“Create content for
Mary.”
?

37.
@Jay_zo
2. Process

38.
@Jay_zo
2. Process

39.
@Jay_zo
2. Process

40.
What’s This Process
Actually Look Like?

41.
Planning Production
Analysis Distribution
Goal
3. Process
Content Team Workflow
@Jay_zo

42.
Planning Production
Analysis Distribution
Goal
3. Process
Content Team Workflow STOP! Get These First…
• Personas
• Visual workflow tool (my
favorite: Trello)
• Editorial calendar
(spreadsheet or Google
Calendar)
• Idea pipeline (Trello or
Evernote)
• Match metrics to content @Jay_zo

43.
3. Process
Blog +
“Atomize”
Email +
Social
Paid & Partner
Promotion
Audience
Outposts
Core
Content
Campaign Playbook
@Jay_zo

44.
3. Process
Blog +
“Atomize”
Email +
Social
Paid Promotion
Partners +
Outposts
Core
Content
Campaign Playbook
@Jay_zo
Turning This Wheel…
• Core content first
• Blogging as distribution
• Email lists nurture, but
also GROW reach
• Outposts = organic
audience acquisition
• Paid: Taboola, Outbrain,
etc.

45.
Planning Production
Analysis Distribution
Goal
3. Process
Blog +
“Atomize”
Email +
Social
Paid & Partner
Promotion
Audience
Outposts
Core
Content
Content Team Workflow Campaign Playbook

46.
@Jay_zo
Recap

47.
Thank You! Questions?
@Jay_zo
Resources
Boston Content (local focus)
• boscontent.com
Buyer Persona Template
• tiny.cc/persona
Editorial Calendar Template
• tiny.cc/edcal