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Creating a Content Marketing
Guide for 2014

#contentblueprint
Meet Your Experts:

Suzi Preradovic!
Marketing Manager at Evernote!
Evernote!
@tweet_suzi!

#contentblueprint

Kieran Flanagan!
International Marketing Director !
HubSpot!
@searchbrat!
Housekeeping Notes
Slides and recording will be available after.!
Interact with us on Twitter: #contentblueprint!
!

Follow: !
@HubSpot!
@Evernote!
!

#contentblueprint
Let’s face it, being successful with content marketing is
really hard.
That’s why there is so much Content CRAP out there.
Check out the full
slideshare:
http://slidesha.re/
1fgaiT8

That’s why there is so much Content CRAP out there.
The majority of the content being published gets no love
at all
Even though we give
them every option
available to share
that content

The majority of the content being published gets no love
at all
It’s only going to get
more competitive.
"54% of B2B marketers say they will increase their
content marketing spending over the next 12 months”
– source (http://bit.ly/1bIc6Wv)
Some brands are
doing amazing
content.

Download
>> “The Life of a Remarkable Piece of Content” <<
So how do you create a winning content marketing
blueprint?
And help your company
generate a lot more traffic
and leads

#contentblueprint
What about if we just gave
you a complete Content
Marketing Blueprint?

#contentblueprint
Well that’s just what
we did.

Content
Marketing
Guide .
<< Download Now >>
#contentblueprint
What is Evernote?
"The Evernote repository is
a database in the cloud that
can store typed or
handwritten notes, audio
files, images and
documents. Evernote has
been successful by making
this data instantly available
on a wide variety of
devices.”
Courtesy of TIME Magazine:
Which Evernote version is right for
you?
Evernote (free version)
Ideal for private users.
 
Evernote Premium (5 EUR or 4 GBP/month)
For power-users and micro-enterprises
 
Evernote Business (10 EUR or 8 GBP/month)
For small and medium-sized enterprises
What are the most important pieces of the perfect
Content Marketing Blueprint?
1

Getting
Buy In
All great Content
Marketing plans start with
getting people bought into
your vision

#contentblueprint
All great Content
Marketing plans start with
getting people bought into
your vision. You need a
really great pitch.
#contentblueprint
1. Give an overview of your key challenges. Use just the
right amount of data. Don’t over complicate things.
2. Show how solving those key challenges will have a
real impact on business metrics. Cost and Revenue.
2. Show how solving these key challenges will have a
Know the metrics
real impact on business metrics. Cost and Revenue.
your boss really
cares about
http://bit.ly/1k3cqDC
3. Give high level details on the strategy that will solve
all key challenges. Remember your audience.
4. Create a sense of urgency if possible. Competitor
envy can be a strong motivator.
5. Know the trends in the market. Include key stats in
your presentation to back up your points.

“B2B companies with blogs generate 67% more leads per
month on average than non-blogging firms” - source (
http://bit.ly/1h79fpQ)

"Inbound marketing delivers 54% more leads in the 2013
marketing funnel than outbound sources"  - source (
http://bit.ly/1h7bcT0)

"The average amount of marketing budget spent on B2B
content marketing is 33%, up from 26% in 2011" - source (
http://bit.ly/1bIc6Wv)
1
2

Getting
Planning
Buy In
MARKETING MARY
• 
• 
• 
• 
• 

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)

Everything
starts with your
buyer persona

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
To create buyer personas
for your company you need
to know

#contentblueprint
What questions do you need to ask? What information are
you looking for?
Where do you get that information from? How can you use
that information to create your buyer personas?

Brainstorm
7 to 10
people

Interview
Prospects
& Customers

Write
Personas
(500 – 700)
Test
Find a Photo

#contentblueprint
We have a whole section
dedicated to planning, which
includes how you can create
your very own buyer personas.

Content
Marketing
Guide .
<< Download Now >>
#contentblueprint
You can now start brainstorming content ideas for
your different buyer personas.
Make use of tools to help you brainstorm what content is
right for your buyer personas.
•  Google Keyword Planner

•  Google Trends

•  Google Analytics

•  Bottlenose

•  Google Suggest

•  SocialCrawlytics

•  UberSuggest

•  SEOGadget’s Content
Ideas Generator

•  HubSpot Keyword Tool

•  Quora
•  HubSpot Social Inbox

#contentblueprint
Make use of tools to help you brainstorm what content is
Learn how to use
right for your buyer personas.
these
http://bit.ly/1l3AAMp
•  Google Keyword Planner

•  Google Trends

•  Google Analytics

•  Bottlenose

•  Google Suggest

•  SocialCrawlytics

•  UberSuggest

•  SEOGadget’s Content
Ideas Generator

•  HubSpot Keyword Tool

•  Quora
•  HubSpot Social Inbox

#contentblueprint
Map those content ideas across your funnel to make
sure you have the right content for each stage.

Awareness
What content ideas are a good fit for your buyer
personas in the awareness stage?

Evaluation
What content ideas are a good fit for your buyer
personas in the evaluation stage?

Purchase
3

Publishing
HOW CAN YOU BE A PUBLISHER FOR
YOUR MARKET?.
CREATE ASSETS IN LOT’S OF
DIFFERENT FORMATS.

Blog & eBooks

Tools

#contentblueprint

Photos

Videos & Podcasts

Presentations
THESE ASSETS WILL CREATE REAL
VALUE
increase
in web
traffic

Generates
Social PR

generates
leads

generates
Inbound
links

creates
sales
ASSETS MEAN YOU OWN YOUR
MARKETING
70%

Vs

#contentblueprint

of our blog
leads are from
OLD articles
We have a whole section
dedicated to getting better at
publishing valuable content for
your buyer personas

Content
Marketing
Guide .
<< Download Now >>
#contentblueprint
4

Promotion
THE POSSIBLE EYEBALLS YOU CAN
GENERATE.
Distribution
Channels

Available
Audience

Engagement
(CTR)

Engaged
Audience

Blog

10,000

6%

3000

Email

10,000

3%

300

Facebook

8000

2.5%

200

Twitter

1000

0.5%

5

Content

#contentblueprint
PROMOTE TO YOUR LIST
PROMOTE THROUGH YOUR SOCIAL
CHANNELS.

#contentblueprint
CREATE A CONVERSION PATH FROM
YOUR BLOG.

CALL TO ACTION

LANDING PAGE

#contentblueprint
YOUR CONTENT MARKETING
BLUEPRINT.
Get Buy In
•  Key Challenges
•  Talk Business Metrics
•  Overview of Tactics
•  Competitor Envy
•  Know Market Trends
YOUR CONTENT MARKETING
BLUEPRINT.
Get Buy In

Planning

•  Key Challenges

•  Creating Your Buyer Personas

•  Talk Business Metrics

•  Brainstorming Ideas

•  Overview of Tactics

•  Create an Editorial Calendar

•  Competitor Envy

•  Use Evernote to Collaborate with
Team

•  Know Market Trends
YOUR CONTENT MARKETING
BLUEPRINT.
Getting Buy In
•  Key Challenges
•  Talk Business Metrics
•  Overview of Tactics
•  Competitor Envy
•  Know Market Trends

Planning
•  Creating Your Buyer
Personas
•  Brainstorming Ideas
•  Create an Editorial
Calendar
•  Use Evernote to
Collaborate with
Team

Publishing
•  Free Content Templates
(ebook, slideshare, video,
blog posts, social media
imagery, infographic,
press releases)
•  Content Marketing Hacks
•  Editorial Checklist
YOUR CONTENT MARKETING
BLUEPRINT.
Getting Buy
In

Planning

• 

Creating Your Buyer
Personas

• 

Brainstorming Ideas

• 

Key Challenges

• 
• 

• 

Publishing

Create an Editorial
Calendar

Talk Business Metrics

• 
• 
• 

Overview of Tactics
Competitor Envy
Know Market Trends

Free Content
Templates (ebook,
slideshare, video, blog
posts, social media
imagery, infographic,
press releases)

• 
• 

Content Marketing
Hacks

• 

Editorial Checklist

Use Evernote to
Collaborate with Team

Promotion
•  Paid Promotion by
Simon Penson
•  Effective Outreach by
Kelvin Newman
•  10 Tips to Promote
Content by Kieran
Flanagan
YOUR CONTENT MARKETING
BLUEPRINT.
Getting Buy
In

Planning

• 

Key Challenges

• 

Creating Your
Buyer Personas

• 

Talk Business
Metrics

• 

Brainstorming
Ideas

Overview of
Tactics

• 

Publishing

Create an
Editorial
Calendar

• 
• 

Competitor Envy

• 

Know Market
Trends

• 

Use Evernote to
Collaborate with
Team

• 

Free Content
Templates
(ebook,
slideshare,
video, blog
posts, social
media imagery,
infographic,
press releases)

• 

Content
Marketing Hacks

• 

Editorial
Checklist

Promotion
•  Paid Promotion
by Simon Penson
•  Effective
Outreach by
Kelvin Newman
•  10 Tips to
Promote Content
by Kieran
Flanagan

Inspiration
•  Content
Suggested by
Top Marketing
Experts
GET IT NOW

Content
Marketing
Guide .
<< Download Now >>
#contentblueprint
Start with the Marketing Content
Guide
Click to watch our Youtube video on how to use Evernote
Business to start building up on the Content Marketing
Guide with your team.
THANK
YOU!
#contentblueprint

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HubSpot & Evernote's Content Marketing Guide

  • 1. Creating a Content Marketing Guide for 2014 #contentblueprint
  • 2. Meet Your Experts: Suzi Preradovic! Marketing Manager at Evernote! Evernote! @tweet_suzi! #contentblueprint Kieran Flanagan! International Marketing Director ! HubSpot! @searchbrat!
  • 3. Housekeeping Notes Slides and recording will be available after.! Interact with us on Twitter: #contentblueprint! ! Follow: ! @HubSpot! @Evernote! ! #contentblueprint
  • 4. Let’s face it, being successful with content marketing is really hard.
  • 5. That’s why there is so much Content CRAP out there.
  • 6. Check out the full slideshare: http://slidesha.re/ 1fgaiT8 That’s why there is so much Content CRAP out there.
  • 7. The majority of the content being published gets no love at all
  • 8. Even though we give them every option available to share that content The majority of the content being published gets no love at all
  • 9. It’s only going to get more competitive.
  • 10. "54% of B2B marketers say they will increase their content marketing spending over the next 12 months” – source (http://bit.ly/1bIc6Wv)
  • 11. Some brands are doing amazing content. Download >> “The Life of a Remarkable Piece of Content” <<
  • 12. So how do you create a winning content marketing blueprint?
  • 13. And help your company generate a lot more traffic and leads #contentblueprint
  • 14. What about if we just gave you a complete Content Marketing Blueprint? #contentblueprint
  • 15. Well that’s just what we did. Content Marketing Guide . << Download Now >> #contentblueprint
  • 16. What is Evernote? "The Evernote repository is a database in the cloud that can store typed or handwritten notes, audio files, images and documents. Evernote has been successful by making this data instantly available on a wide variety of devices.” Courtesy of TIME Magazine:
  • 17. Which Evernote version is right for you? Evernote (free version) Ideal for private users.   Evernote Premium (5 EUR or 4 GBP/month) For power-users and micro-enterprises   Evernote Business (10 EUR or 8 GBP/month) For small and medium-sized enterprises
  • 18. What are the most important pieces of the perfect Content Marketing Blueprint?
  • 20. All great Content Marketing plans start with getting people bought into your vision #contentblueprint
  • 21. All great Content Marketing plans start with getting people bought into your vision. You need a really great pitch. #contentblueprint
  • 22. 1. Give an overview of your key challenges. Use just the right amount of data. Don’t over complicate things.
  • 23. 2. Show how solving those key challenges will have a real impact on business metrics. Cost and Revenue.
  • 24. 2. Show how solving these key challenges will have a Know the metrics real impact on business metrics. Cost and Revenue. your boss really cares about http://bit.ly/1k3cqDC
  • 25. 3. Give high level details on the strategy that will solve all key challenges. Remember your audience.
  • 26. 4. Create a sense of urgency if possible. Competitor envy can be a strong motivator.
  • 27. 5. Know the trends in the market. Include key stats in your presentation to back up your points. “B2B companies with blogs generate 67% more leads per month on average than non-blogging firms” - source ( http://bit.ly/1h79fpQ) "Inbound marketing delivers 54% more leads in the 2013 marketing funnel than outbound sources"  - source ( http://bit.ly/1h7bcT0) "The average amount of marketing budget spent on B2B content marketing is 33%, up from 26% in 2011" - source ( http://bit.ly/1bIc6Wv)
  • 29. MARKETING MARY •  •  •  •  •  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) Everything starts with your buyer persona 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
  • 30. To create buyer personas for your company you need to know #contentblueprint
  • 31. What questions do you need to ask? What information are you looking for?
  • 32. Where do you get that information from? How can you use that information to create your buyer personas? Brainstorm 7 to 10 people Interview Prospects & Customers Write Personas (500 – 700) Test Find a Photo #contentblueprint
  • 33. We have a whole section dedicated to planning, which includes how you can create your very own buyer personas. Content Marketing Guide . << Download Now >> #contentblueprint
  • 34. You can now start brainstorming content ideas for your different buyer personas.
  • 35. Make use of tools to help you brainstorm what content is right for your buyer personas. •  Google Keyword Planner •  Google Trends •  Google Analytics •  Bottlenose •  Google Suggest •  SocialCrawlytics •  UberSuggest •  SEOGadget’s Content Ideas Generator •  HubSpot Keyword Tool •  Quora •  HubSpot Social Inbox #contentblueprint
  • 36. Make use of tools to help you brainstorm what content is Learn how to use right for your buyer personas. these http://bit.ly/1l3AAMp •  Google Keyword Planner •  Google Trends •  Google Analytics •  Bottlenose •  Google Suggest •  SocialCrawlytics •  UberSuggest •  SEOGadget’s Content Ideas Generator •  HubSpot Keyword Tool •  Quora •  HubSpot Social Inbox #contentblueprint
  • 37. Map those content ideas across your funnel to make sure you have the right content for each stage. Awareness What content ideas are a good fit for your buyer personas in the awareness stage? Evaluation What content ideas are a good fit for your buyer personas in the evaluation stage? Purchase
  • 39. HOW CAN YOU BE A PUBLISHER FOR YOUR MARKET?.
  • 40. CREATE ASSETS IN LOT’S OF DIFFERENT FORMATS. Blog & eBooks Tools #contentblueprint Photos Videos & Podcasts Presentations
  • 41. THESE ASSETS WILL CREATE REAL VALUE increase in web traffic Generates Social PR generates leads generates Inbound links creates sales
  • 42. ASSETS MEAN YOU OWN YOUR MARKETING 70% Vs #contentblueprint of our blog leads are from OLD articles
  • 43. We have a whole section dedicated to getting better at publishing valuable content for your buyer personas Content Marketing Guide . << Download Now >> #contentblueprint
  • 45.
  • 46. THE POSSIBLE EYEBALLS YOU CAN GENERATE. Distribution Channels Available Audience Engagement (CTR) Engaged Audience Blog 10,000 6% 3000 Email 10,000 3% 300 Facebook 8000 2.5% 200 Twitter 1000 0.5% 5 Content #contentblueprint
  • 48.
  • 49.
  • 50.
  • 51. PROMOTE THROUGH YOUR SOCIAL CHANNELS. #contentblueprint
  • 52. CREATE A CONVERSION PATH FROM YOUR BLOG. CALL TO ACTION LANDING PAGE #contentblueprint
  • 53. YOUR CONTENT MARKETING BLUEPRINT. Get Buy In •  Key Challenges •  Talk Business Metrics •  Overview of Tactics •  Competitor Envy •  Know Market Trends
  • 54. YOUR CONTENT MARKETING BLUEPRINT. Get Buy In Planning •  Key Challenges •  Creating Your Buyer Personas •  Talk Business Metrics •  Brainstorming Ideas •  Overview of Tactics •  Create an Editorial Calendar •  Competitor Envy •  Use Evernote to Collaborate with Team •  Know Market Trends
  • 55. YOUR CONTENT MARKETING BLUEPRINT. Getting Buy In •  Key Challenges •  Talk Business Metrics •  Overview of Tactics •  Competitor Envy •  Know Market Trends Planning •  Creating Your Buyer Personas •  Brainstorming Ideas •  Create an Editorial Calendar •  Use Evernote to Collaborate with Team Publishing •  Free Content Templates (ebook, slideshare, video, blog posts, social media imagery, infographic, press releases) •  Content Marketing Hacks •  Editorial Checklist
  • 56. YOUR CONTENT MARKETING BLUEPRINT. Getting Buy In Planning •  Creating Your Buyer Personas •  Brainstorming Ideas •  Key Challenges •  •  •  Publishing Create an Editorial Calendar Talk Business Metrics •  •  •  Overview of Tactics Competitor Envy Know Market Trends Free Content Templates (ebook, slideshare, video, blog posts, social media imagery, infographic, press releases) •  •  Content Marketing Hacks •  Editorial Checklist Use Evernote to Collaborate with Team Promotion •  Paid Promotion by Simon Penson •  Effective Outreach by Kelvin Newman •  10 Tips to Promote Content by Kieran Flanagan
  • 57. YOUR CONTENT MARKETING BLUEPRINT. Getting Buy In Planning •  Key Challenges •  Creating Your Buyer Personas •  Talk Business Metrics •  Brainstorming Ideas Overview of Tactics •  Publishing Create an Editorial Calendar •  •  Competitor Envy •  Know Market Trends •  Use Evernote to Collaborate with Team •  Free Content Templates (ebook, slideshare, video, blog posts, social media imagery, infographic, press releases) •  Content Marketing Hacks •  Editorial Checklist Promotion •  Paid Promotion by Simon Penson •  Effective Outreach by Kelvin Newman •  10 Tips to Promote Content by Kieran Flanagan Inspiration •  Content Suggested by Top Marketing Experts
  • 58. GET IT NOW Content Marketing Guide . << Download Now >> #contentblueprint
  • 59. Start with the Marketing Content Guide Click to watch our Youtube video on how to use Evernote Business to start building up on the Content Marketing Guide with your team.