On Friday, August 24th, Sam Hirbod presented at the 4th Annual Utah Digital Marketing Collective Conference: Recap and video of this presentation will be located here, along with all of the other presenters. http://www.utahdmc.org/dmc-2018 Sam Hirbod, Principal Agency Strategist at HubSpot, is an expert in inbound marketing, business strategy, and account management. He’s coached 1 000+ organizations within the public and private sector, helping them grow better by translating business cases into sustainable action plans. Session Description The Future of Content - What does the future of content look like and how do you prepare for it? In this session, ongoing and future content trends are turned into easily actionable insights which prepare you and your organization for the future of content. You will learn how to make the most out of your content by: targeting your ideal customer, working with influencers, learning the latest and future content trends, how you can easily get started and more.

1. Future of Content
Sam Hirbod

2. Presentation
Start
10:10AM-10:50AM

3. Coached 1 000+ organizations on delivering
success to their clients.
linkedin.com/in/samhirbod
Sam Hirbod

4. Before Starting

5. Based on Data
Google Analytics, HubSpot,
Facebook, Kissmetrics, Sitecatalyst,
AdWords etc.

6. Example:
Where to Start?

7. Be SMART
● Specific
● Measurable
● Attainable
● Relevant
● Timely

9. Realistic
Expectations
SMART-goals help keep your clients
happy.

10. Ask Yourself

11. Is this SMART?
Real example
Goals Notes from KO
Increase size of team Increase capacity
with hire
Generate leads for
Organization X
Grow by generating
new higher quality
leads

12. 1. What is your overall marketing goal?
2. When would you like to reach this goal?
3. What is the biggest marketing challenge
preventing you from reaching this goal?
4. How many hours can you dedicate to
reach this goal?
Make your marketing goal SMART based on
the above questions.
Homework

13. Future of Content:
The Death of Static
and Gated Content?

14. Future of Content:
The Death of Static and Gated Content?

16. Meanwhile
What can we do before the future
arrives?

17. Becoming unique is more difficult.
The Copy Era

18. How can you stand out?
Positioning

19. 3 in 1 Approach

20. Get Started
All you need is a Smartphone.

21. The More The Merrier
It helps if you have more than one Smartphone, but is not
necessary.

22. You can get one for less than $10.
A Tripod

23. Make sure it is high quality.
A Microphone

25. Organizations found an increase in traffic, leads
and customers when doing this right.
Don’t forget to promote it.
New
Opportunities

26. 1. Review your Content.
2. Select Top Performer.
3. Use the 3 in 1 Approach.
4. Reach out on LinkedIn when
done: linkedin.com/in/samhirbod/
Homework

27. Why Voice Search

28. - 1 in 4 Shoppers.
- Localized Results.
- Flawless?
36 million

29. Get ready for Voice

30. Manage your online presence across Google,
including Search and Maps.
Improve:
- Search results.
- Google Maps.
- Google+.
- Reviews.
Google My
Business

31. Conversational instead of written language.
Change Tonality

32. Your FAQ section is a great place to start.
Easy Start

33. 1. Consider if you can turn your
content into Voice Search-friendly
content.
If you have a FAQ-section, you can
start there.
Homework

34. Interactive Content

35. Let users have an active role when consuming
content.
Active Users

36. Increase engagement, on-site dwell
time and social share rates.
Harness
Attention

37. 1. Quizzes.
2. Surveys.
3. Generators.
4. Tools.
Examples of Interactive Content

38. Our Interactive Approach

39. HubSpot’s Approach
Wanted to:
- Offer a tool that helped our users solve a problem.
- Generate Quality Traffic and Quality Leads.

40. We analyzed our top performing
content including blog posts.
Content
Audit

41. We also analyzed the competition for
specific searches.
Search

42. We made top performing content
interactive.
Top
Content

44. Great feedback received through social media,
influencers and newspapers.
Most importantly from our customers.
Feedback

45. Insights gained help conversations.
Conversation
Starter

46. 1. Average CPL $50.
2. Cost $1500
3. Generated 7 000 leads (excl. subscribers).
4. $50 X 7 000 = $350,000.
5. Saved us $348,500.
Numerical Results

47. Ready to Get Interactive?

48. Ain’t always easy.
Great Content

49. Challenge yourself, make your
content unskippable.
Get Started

50. 1. Research.
2. Make it your own.
3. Reach out.
Skyscraper
Technique

51. 1. Popular trends.
2. Topics.
3. Well-received pieces of existing content
across the topic areas your business
typically covers.
Research

52. Look for new and unique ways to create
content that communicates a similar
message -- with a twist.
Make it Your own

53. Reach out to those that have already linked
to similar content to put your piece on their
radar.
Reach out

54. Buzzsumo
Ahrefs
Google Trends
Link Explorer*
Helpful Tools

55. Buzzsumo Ahrefs
Google Trends Link Explorer*

56. 1. Analyze your content.
2. Find a winner.
3. Make it interactive.
4. Reach out on LinkedIn when
done: linkedin.com/in/samhirbod/
Homework

57. Summary

58. 1. Base your decision on data.
2. Solve specific pain points.
3. Show enough, not all.
3 Success
Factors

59. 1. Create content based off what
you learned today or your
thoughts about the future or
content.
a. Bonus: Use the 3 in 1 approach.
2. Feel free to reach out on LinkedIn
when done:
linkedin.com/in/samhirbod/
Homework

60. Thank you.

61. Future of Content
Sam Hirbod
linkedin.com/in/samhirbod/