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Content Marketing for Inbound Lead Generation by Jeanne Hopkins of HubSpot, Social Fresh Charlotte 2011
This document discusses inbound marketing strategies for lead generation. It advocates focusing on creating useful content through blogging, videos, and other media rather than paid advertising. The content should be optimized for search engines through on-page SEO, links from other sites, and relevance to buyer keywords. Social media is another way to distribute content and build authority when the content is shareable. The document also stresses optimizing content and websites for mobile access given its growing importance. The key pillars of an inbound marketing strategy are outlined as content, search engine optimization, social media, and mobile optimization.
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Content Marketing for Inbound Lead Generation by Jeanne Hopkins of HubSpot, Social Fresh Charlotte 2011
- 1. Content Marketing for InboundLead Generation Jeanne Hopkins Director of Marketing @ HubSpot
- 2. I‟m Jeanne Hopkins. Niceto meet you. Top 10 Blog @jeannehopkins 700,000 Inbound Leads 126,000 Twitter Followers 5,000 Customers 3.7 million 1,500,000 Free Slideshare Users Views
- 3.
- 4. Inbound marketingis a fundamental shift in how we relate to potential customers
- 5. Stop pushing advertising messages inthe hopes that one will get through SKIP ADS UNSUBSCRIBE RECYCLE/TRA SH SAY „DO NOT CALL‟
- 6. Start attracting leads throughrelevant, useful, easy-to-find content when they need it
- 7. Stop forcing leads through yourdecision process
- 8. Readiness to buy… Start responding to how they make decisions – adapt to their interests and timeline.
- 9. VS PUSH PULL PAID EARNED RENT OWN INTERRUPT ATTRACT INVENTORY ASSET
- 10.
- 11. Social Media Search Engine Marketing Marketing Content Marketing Conversion Marketing Lead Nurturing Sales Support
- 12. 1 Content 2 Search Lessons from 3,706,342 3 Social companies 4 Mobile
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- 14. Publish vs. Advertise People ignore ads. 0.2% Click Through Rate Be the content, not the ads around the content.
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- 16. 55% more website visitors forcompanies that blog.
- 17. Tips for Content •Talk about the industry, not yourself • Use lots of different media
- 18.
- 19. Context + Authority
- 20. On-Page SEO Essentials 1 Page Title Headings 2 & Content 3 Description
- 21.
- 22. 7 Links = Top 15% of all web pages Source: SEOMoz.org
- 23. Blogs attract 97% more links
- 24.
- 25. Where is SearchGoing? Where is search going?
- 26. Link Social Context + Authority + Proof
- 27. The “Like” is replacing the “Link”
- 28. Tips for Search 1 Use keywords your buyers use 2 Focus on great content more than technical tweaks 3 3 Train all content creators on SEO basics 4 Help Me Help You
- 29.
- 30. % Companies Acquiring Customersvia Social Channels 57% 48% 57% 42%
- 32. Content Makes YouInteresting
- 33.
- 34. MORE! Good content getsshared
- 35. Tips for Social 1 Build reach using all your assets 2 Content is what makes you interesting in social media 3 3 Make it easy for users to share your content 4 Push the limits to get remarkable content
- 36.
- 37. 86% of C-level execs have a smartphone The majority say it is their primary communication tool
- 38. Is your websitemobile-optimized?
- 39. Is your emailmobile-optimized?
- 40. Is your emailmobile-optimized?
- 41. Tips for Mobile 1 Avoid images, tables, columns 2 Formatted text is your friend 3 3 Use text (not images) for links Test yours at 4 Website.Grader.com and Email.Grader.com
- 42. Summary Social Content Mobile Search
- 43. THANK YOU Jeanne Hopkins twitter.com/jeannehopkins linkedin.com/in/jeannehopkins jhopkins@hubspot.com www.HubSpot.com