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How to Create Content People Actually Care About
The document is a presentation by Jay Acunzo on creating content that resonates with audiences, emphasizing the importance of understanding consumer power and the need for effective content strategies. It outlines HubSpot's approach to content marketing, highlighting the need for actionable personas and structured processes to produce impactful content consistently. Acunzo discusses the significance of providing helpful resources and integrating analysis to improve engagement and lead generation.
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How to Create Content People Actually Care About
- 1. Content 101: How toCreate Content People Actually Care About Jay Acunzo @Jay_zo #ILYmktg 1
- 2. Context On Me SeniorContent Manager Co-Founder | BosContent.com @Jay_zo Director of Content Digital Media Strategist Jay Acunzo - @jay_zo 2
- 3. Editor’s Note This wasNOT optimized for SlideShare, so some context is missing. I apologize. I am uploading this for the class I taught that has the full context. @Jay_zo Want to learn more, have me speak, or have me shut up and just send more context via email? Happy to! Shoot me a tweet @Jay_zo Thanks! Jay Jay Acunzo - @jay_zo 3
- 4. HubSpot Sells Software,But... • • • • 5-8 blog posts/day 7-10 premium offers/month 2M views, 230K subscribers 50K monthly leads Jay Acunzo - @jay_zo 4
- 5. Holy Scale, Batman! JayAcunzo - @jay_zo 5
- 6. Today How we staff,prepare, and execute Jay Acunzo - @jay_zo 6
- 7. Agenda • • • Why Content? Content @HubSpot • • How We Operate Example Campaign My Promise Jay Acunzo - @jay_zo 7
- 8. Agenda • • • Why Content? Content @HubSpot • • How We Operate Example Campaign My Promise Jay Acunzo - @jay_zo 8
- 9. The #1 challengefacing HubSpot’s 10,000 customers... (And really, most marketers.) Jay Acunzo - @jay_zo
- 10. | Jay Acunzo -@jay_zo
- 11. It doesn’t need tobe so damn hard! Jay Acunzo - @jay_zo
- 12. Too many assumecreating great content requires divine intervention . Jay Acunzo - @jay_zo
- 13. Others sit &pray for creative sparks to strike as needed. Jay Acunzo - @jay_zo
- 14. And some shootfor brilliance: “We need thought leadership !” It’s actually lousy content for building audiences, especially at first. (More on that later.) Jay Acunzo - @jay_zo
- 15. They are WRONG! Jay Acunzo- @jay_zo
- 16. Great Feats ofContent vs. Jay Acunzo - @jay_zo 16
- 17. Great Feats ofContent vs. Jay Acunzo - @jay_zo 17
- 18. You can practicecontent marketing sustainably and scalably without waiting for the muse to visit. Jay Acunzo - @jay_zo
- 19. Agenda • • • Why Content? How toExecute My Promise Jay Acunzo - @jay_zo 19
- 20. To be agreat modern marketer is to accept 1 simple truth: Jay Acunzo - @jay_zo
- 21. 1 simple truth: Consumershave all the power. Period. Jay Acunzo - @jay_zo
- 22. There are 3BIG reasons why: the proliferation of media, a history of brand deception, and the historic pace of change in modern tech. (Via @Shannopop) Jay Acunzo - @jay_zo
- 23. In 2011, therewere over one TRILLION pages on the internet. (that’s 417 web pages per person!) Source: CNN Jay Acunzo - @jay_zo
- 24. Every two days,we create as much information as we did from the dawn of civilization up until 2003. Eric Schmidt Former CEO of Google Jay Acunzo - @jay_zo
- 25. The Appearance of Advertisingin Human Communication. (Graphic via @TBLittwin @Shannopop) Jay Acunzo - @jay_zo
- 26. Advertising first pervaded all thingsprint. (Graphic via @TBLittwin @Shannopop) Jay Acunzo - @jay_zo
- 27. Then found its wayinto radio, TV, mailers, and the telephone. Jay Acunzo - @jay_zo
- 28. In the last 20years, it’s penetrated almost every digital channel. 22 years Jay Acunzo - @jay_zo
- 29. Info Explosion >>Options >> Choice Jay Acunzo - @jay_zo
- 30. So if... Consumers have allthe power. Jay Acunzo - @jay_zo
- 31. Then, to captureattention... Make Stuff People Want (21st Century Marketing) Make People Want Stuff (20th Century Marketing) (via Smithery.co) Jay Acunzo - @jay_zo
- 32. But How? | Jay Acunzo- @jay_zo
- 33. Agenda • • • Why Content? How toExecute My Promise Jay Acunzo - @jay_zo 33
- 34. Create a ContentMission Example via HubSpot: Empower and inspire businesses 1 to 1,000 strong to transform into modern, human companies people love: inbound companies. Jay Acunzo - @jay_zo 34
- 35. Lean on 3Things Jay Acunzo - @jay_zo 35
- 36. #1 – People NotHubSpotter. PhotoBomber. Jay Acunzo - @jay_zo 36
- 37. Gut-check: AmI okay with this resource commitment? “Robots haven’t replaced the writers.” Must equip your people with Personas and Process to boost efficiency & success Jay Acunzo - @jay_zo 37
- 38. #2 – Personas JayAcunzo - @jay_zo 38
- 39. What Are BuyerPersonas? Fictional representations of your ideal customers based on real data about demographics and behavior, along with educated speculation about personal histories, motivations, and concerns. Jay Acunzo - @jay_zo
- 40. Attract the RightAudience “Totally agree!” Jay Acunzo - @jay_zo 40
- 41. Avoid the WrongAudience “Poppycock!” “Totally agree!” Jay Acunzo - @jay_zo 41
- 42. “I target marketers” Good: •Exhaustive basics • Step by step help • Lighthearted, peppy tone Mary Marketer Bad: • Cutting-edge trends • Access to betas, free stuff • Smart, funny, techie feel Jay Acunzo - @jay_zo 42
- 43. “I target marketers” Good: •Cutting-edge trends • Access to betas, free stuff • Smart, funny, techie feel Bad: • Exhaustive basics • Step by step help Mikey Marketer • Lighthearted, peppy tone Jay Acunzo - @jay_zo 43
- 44. “Create content for marketers.” “Createcontent for Mary.” ? Jay Acunzo - @jay_zo 44
- 45. Exercise! Buyer Persona 1.Think of a REAL customer you love. 2. Create a persona rough draft below. My Real Customer: ______________ What Are Buyer Personas? Fictional representations of your ideal customers based on real data about demographics and behavior, along with educated speculation about personal histories, motivations, and concerns. Grab Your Free Template: tiny.cc/persona Job Title: ______________ Gender: ____ Approx. Age: ____ Approx. HHI: ____ Marital Status: ____ List 3 of their day-to-day challenges: 1. 2. 3. List 3 identifiers/personality traits 1. 2. 3. List 3 places they consume content 1. 2. 3. Jay Acunzo - @jay_zo
- 46. #3 – Process JayAcunzo - @jay_zo 46
- 47. Monthly Process 1. Plan 2.Produce 3. Distribute 4. Analyze Jay Acunzo - @jay_zo 47
- 48. Planning = Infrastructure 1 2 Workflow 3 4 Personas IdeaPipeline Ed. Cal. Jay Acunzo - @jay_zo 48
- 49. Jay Acunzo -@jay_zo
- 50. Create Content Offers1st. Jay Acunzo - @jay_zo
- 51. Why Offers? Drive abusiness action Makes content scalable Jay Acunzo - @jay_zo
- 52. Generate More Offers JayAcunzo - @jay_zo
- 53. Generate Blog Posts JayAcunzo - @jay_zo
- 54. Typical “How To”Post Views spike upon launch Crashes, but not to zero Jay Acunzo - @jay_zo 54
- 55. Vs. Thought Leadership Alsospikes, but crashes to zero Lack of demand = uncertain traffic Jay Acunzo - @jay_zo 55
- 56. Brick by Brick:Be Helpful Weeks later, still some views Jay Acunzo - @jay_zo 56
- 57. Other Posts Lifted Boostedby Old Posts Jay Acunzo - @jay_zo 57
- 58. On InboundHub.com • 70%of traffic, leads from posts >1 month old • 5-7 of Top 10 monthly posts are >1 month old Huge Jay Acunzo - @jay_zo 58
- 59. Recap 1. Infrastructure enablesspeed 2. Personas help you resonate 3. Start with offers. Be helpful! 4. 90:10 helpful:risky Jay Acunzo - @jay_zo 59
- 60. Exercise! Think aboutyour persona rough draft Craft a basic production pipeline Answer These: 1. What 1 content offer could you create to drive action? (e.g. XYZ ebook, buyer guide, etc.) 2. What 3 posts can directly solve their day-to-day challenges? Jay Acunzo - @jay_zo 60
- 61. Distribute Your Content JayAcunzo - @jay_zo 61
- 62. Analysis 1. User indicators(views, shares) 2. Business objectives (new leads, coupon downloads, etc.) 3. Content offers metric: Net Promoter Score (NPS) survey Jay Acunzo - @jay_zo 62
- 63. Agenda • • • Why Content? How toExecute My Promise Jay Acunzo - @jay_zo 63
- 64. How do we... MakeStuff People Want (21st Century Marketing) ...at scale? Jay Acunzo - @jay_zo
- 65. Sometimes, We’ll GetIt Right (HubSpot Content Downloads) Experiment Experiment Jay Acunzo - @jay_zo 65
- 66. But Other Times...(Our bad!) Jay Acunzo - @jay_zo 66
- 67. So If You’reSaying: Holy Scale, Batman! Jay Acunzo - @jay_zo 67
- 68. I Want toBe Able to Say: Never Fear! Jay Acunzo - @jay_zo 68
- 69. THANKS & KEEP MEHONEST @jay_zo jayacunzo.com Jay Acunzo - @jay_zo 69
- 70. Free Resources • • • • • • • @Jay_zo jacunzo@hubspot.com List/find jobs,attend events, network • boscontent.com Buyer persona template • tiny.cc/persona Editorial calendar template • tiny.cc/edcal Tons of free content creation templates • tiny.cc/content-help (gated) HTML Hacks for Marketers interactive site • tiny.cc/html-hacks 160 business stock photos • tiny.cc/free-photos (gated) Monthly marketing report template • tiny.cc/report-ppt AND tiny.cc/report-xls Jay Acunzo - @jay_zo
Editor's Notes
- #6 Everything Im going to talk about is really at scale, or at least as scaled as I’ve seen personally where content drives leads and customers. But there are things I hope everyone can learn and adapt
- #13 No muse needed
- #24 Forget the individual pieces of content, ad unit, keywords, links, individual posts
- #25 Information pollution means one thing buyers gained ownership their attention
- #35 Remarkable for two reasons: Help me EXECUTE BETTER...help me THINK DIFFERENTLY
- #40 Mary is a professional marketer at a mid-sized company (25-200 employees). She knows a fair amount about marketing - with expertise in areas such as tradeshows, email marketing, advertising, and sales collateral - but is not a lead generation or analytical marketing guru. She wants to learn about new, more sophisticated marketing techniques, wants her job to be easier, and wants a tool to make her seem smarter and more competent to her boss.
- #60 THE EASY STUFF IS POWERFUL
- #62 Stock photos – CTA – Landing Page – Social Promo – Comarketing – Blogging – Linking to it in the future
- #66 So we need to reinvent the types of content. What adds value even more to you? (My colleagues love to share, thus making my job way way way harder. So I wont share)!
- #67 So we need to reinvent the types of content. What adds value even more to you? (My colleagues love to share, thus making my job way way way harder. So I wont share)!