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Inbound Marketing The Art of Not Sucking - The Content Marketing Show

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My presentation from the Content Marketing Show. How Inbound Marketing can all help us marketers to suck a little less in the content we produce.

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Inbound Marketing The Art of Not Sucking - The Content Marketing Show

  1. INBOUND INBOUND MARKETING: MARKETING: THE ART OF THE ART OF NOT SUCKING. NOT SUCKING. Kieran Flanagan, Marketing Director (EMEA) @ HubSpot Kieran Flanagan, Marketing Director (EME) @ HubSpot @searchbrat kflanagan@hubspot.com @searchbrat kflanagan@hubspot.com
  2. MARKETERS ARE NOT LOVED. car salespeople stockbrokers Polticians lawyers marketers Less Lovable More Lovable
  3. MARKETERS CREATE SUCKY EXPERIENCES.
  4. Don’t believe me, want some examples?
  5. SHORTCUT GENERIC GENERIC S
  6. Spam: “The Aids equivalent for the internet. No known cure.” Source: http://www.urbandictionary.com/
  7. INTERRUPTIV E
  8. Pop up ads: “The reason the internet sucks.” Source: http://www.urbandictionary.com/
  9. Interruptive SELFISH
  10. SUCKING AT MARKETING 1 Generic 2 Interruptive 3 Selfish
  11. SUCKING A LOT LESS AT MARKETING 1 Generic Understand Your Audience 2 Interruptive Aim for Remarkable 3 Selfish Promote Value
  12. 1 1 Understand BUYER Your Audience PERSONAS
  13. MARKETING MARY • • • • • Primary 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
  14. OWNER OLLIE • • • • • Secondar y Business owner (Founder, President, Partner) Small business (1-10 employees) Industry expert with no marketing experience BA History (University of Illinois) 44, Married, 3 Kids (20, 16, and 11) Goals: • Deliver on past sales • Generate new sales • Keep the business running Challenges: • Lack of marketing expertise • No control over marketing assets • No time or budget for marketing Loves HubSpot because: • Get more sales and leads • Get control over marketing assets • Learn Inbound Marketing
  15. ENTERPRISE ERIN • • • • • Secondar y Director of Marketing Operations (VP Marketing , Product Marketing) Large company (200-2,000 employees) Marketing team of 15+ BS (Merrimack), MBA (Bentley) 30, Married recently Goals: • Demand/pipeline generation • Campaign execution and coordination Challenges: • Working with sales • Data & technlogy overload • Selling use cases to IT, Legal, Sales, Execs • • • • Loves HubSpot because: Integration with all of her systems Homebase for marketing with takeaways Easy to execute on campaigns Stay at the forefront of marketing
  16. 23% of European marketers are focused on reaching the right audience, and converting them into leads. Resource: http://offers.hubspot.com/2013-state-of-inbound-marketing-europe
  17. @ tweet this A successful Inbound Marketing strategy is anchored around your different buyer personas @Searchbrat
  18. 2 1 1 Aim for Remarkable Understand BUYER Your Audience PERSONAS
  19. Create content that adds value,
  20. Create content that adds value, solves a pain point,
  21. Create content that adds value, solves a pain point, or just entertains.
  22. WHAT WOULD MY AUDIENCE PAY FOR ?.
  23. @ tweet this Being remarkable is something you strive for, a mindset, not just marketing fluff. @Searchbrat
  24. Promote Value 3
  25. @ tweet this Marketers will always ask how to do more content. The right question is how do I distribute it to the right people @Searchbrat
  26. THE POSSIBLE EYEBALLS YOU CAN GENERATE. Distribution Channels Engagement (CTR) Engaged Audience Blog 50,000 6% 3000 Email 10,000 3% 300 Facebook 8000 2.5% 200 Twitter 1000 0.5% 5 Co-Brand Content Available Audience 30000 1.5% 450
  27. @ tweet this If you spend 10 hours developing a piece of content you should spend at least 10 hours promoting it. @Searchbrat
  28. Hire for Content Distribution ?
  29. Leverage Audience
  30. Seed to people with the same
  31. Facebook – Custom Audiences / Interests / Individuals / Retargeting
  32. Twitter Interest Groups Slide Twitter
  33. PAID CONTENT DISCOVERY IS GOING TO BE BIG. www.outbrain.com www.taboola.com
  34. Take time to understand your audience.
  35. Aim for remarkable.
  36. And promote the value you create
  37. Get in Contact. Twitter: @searchbrat LinkedIn: linkedin.com/in/kieranjflanagan Google+: Search for “Kieran Flanagan:

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