HubSpot Presentation - How To Attract Customers With Content Marketing

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The internet is crowded, people's attention spans are short - what is the best way to attract customers using content marketing? Here we explore a real brand's examples of ways to attract customers. Presented to the HubSpot Inbound Marketing Group Brisbane, Australia 1 September 2015.

Marketing

SORRY TO BURST THE BUBBLE…
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 2

PEOPLE DON’T CARE ABOUT YOU,
YOUR PRODUCT OR SERVICE…
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 3

ONLY ABOUT THEMSELVES,
THEIR ISSUES,
THEIR WANTS AND NEEDS…
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 4

THE INTERNET IS CROWDED
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 5

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 6

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 7
HOW DO YOU STAND OUT FROM
THE CROWD?
What is your pink shirt?

IT’S ALL ABOUT
THE STORY
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 8

WHAT IS CONTENT MARKETING?
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 9

CONTENT MARKETING
The distribution of valuable and compelling
content to attract, acquire, and engage a
clearly defined and understood target
audience – with the objective to driving a
profitable customer action.
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 10

“Traditional marketing is telling the world you
are a rock-star. Content marketing is
showing the world you are one.”
Robert Rose – Lead Strategist, Content Marketing Institute
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 12

“Traditional marketing talks at people.
Content marketing talks with them.”
Doug Kessler, CoFounder & Creative Director, Velocity Partners
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 13

TYPES OF CONTENT
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 14

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 15
Case Studies
digital magazines
BLOGGING microsites
Website Copy
WHITE PAPERS
User Generated Content
videos
eBooks
Social Media
PODCASTTestimonials
FAQs

TRAVEL CUSTOMER JOURNEY
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 17

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 18
DREAM
PLAN
BOOKTRAVEL
SHARE

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 19
DREAM
PLAN
BOOKTRAVEL
SHARE

SEO & CONTENT AUDIT
What pages work?
Which pages don’t work and why?
What content do we have?
What are we missing?
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 20

HOW DID WE
ATTRACT CUSTOMERS?
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 21

BLOG STRATEGY
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 22

BE A TRUSTED GUIDE
What are the competitive differentiators, guide
the audience through the process and continue
to offer value for the life of the product.
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 23

BE A TRUSTED ADVISOR
Build loyalty and trust with your audience.
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 24

ESTABLISH AUTHORITY
With consistent, high-value content that
gives value to your audience.
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 25

SEARCH ENGINE OPTIMISATION
Win higher rankings and be rewarded with
page views with high quality, optimised
content that provides value to the reader.
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 26

BLOG PAGEVIEWS
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 27

KEY TAKEAWAY
PEOPLE BUY INTO YOU,
BEFORE THEY BUY FROM YOU.
7 blog topics guaranteed to work every time
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 28

TRAVEL IDEAS MAGAZINE
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 29

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 30

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 31

AMPLIFY
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 32

“Content is king, but distribution is
queen and she wears the pants.”
Jon Steinberg, President, Buzzfeed
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 33

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 34
ARTICLE
Website
Blog Post
Social Media
Direct Mail
Newsletters

SOCIAL MEDIA
Facebook
Twitter
Instagram
LinkedIn
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 35

GREMLIN YOUR CONTENT
Turn one story into many
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 36

OUTBRAIN / TABOOLA
Content recommendation platform
Content to content relationship
Cheaper than Adwords
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 37

KEY TAKEAWAYS
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 38

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 39
STAND OUT FROM THE CROWD
What is your pink shirt?

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 40
FIND YOUR TOPIC
Then create the best, most relevant and useful content on the internet.
Don’t be ordinary, be EXTRAODINARY!

www.wordconnect.com.au @morethanroute66 41
HOW INTERESTING IS YOUR CONTENT
Ask yourself “Is this content more interesting than my partner?”
(or this scrumptious cupcake below)

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 42
BUYERS JOURNEY
Are you showing up in your prospects
self-determined buying journey?

FIND YOUR UNIQUE STORY
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 43

YOU DIDN’T FAIL…
YOU TESTED
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 44

Without content, there is no search.
Without search, no one would
find your content.
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 45

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 46

@morethanroute66
jds747400@gmail.com
www.wordconnect.com.au
Jason Dutton-Smith
www.morethanroute66.com
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 47

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HubSpot Presentation - How To Attract Customers With Content Marketing

1. CREATIVE WAYS TO ATTRACT CUSTOMERS USING CONTENT Inbound Marketing Brisbane Meetup 1 Sep 15 Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 1

2. SORRY TO BURST THE BUBBLE… Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 2

3. PEOPLE DON’T CARE ABOUT YOU, YOUR PRODUCT OR SERVICE… Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 3

4. ONLY ABOUT THEMSELVES, THEIR ISSUES, THEIR WANTS AND NEEDS… Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 4

5. THE INTERNET IS CROWDED Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 5

6. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 6

7. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 7 HOW DO YOU STAND OUT FROM THE CROWD? What is your pink shirt?

8. IT’S ALL ABOUT THE STORY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 8

9. WHAT IS CONTENT MARKETING? Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 9

10. CONTENT MARKETING The distribution of valuable and compelling content to attract, acquire, and engage a clearly defined and understood target audience – with the objective to driving a profitable customer action. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 10

11. CONTENT MARKETING The distribution of valuable and compelling content to attract, acquire, and engage a clearly defined and understood target audience – with the objective to driving a profitable customer action. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 11

12. “Traditional marketing is telling the world you are a rock-star. Content marketing is showing the world you are one.” Robert Rose – Lead Strategist, Content Marketing Institute Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 12

13. “Traditional marketing talks at people. Content marketing talks with them.” Doug Kessler, CoFounder & Creative Director, Velocity Partners Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 13

14. TYPES OF CONTENT Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 14

15. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 15 Case Studies digital magazines BLOGGING microsites Website Copy WHITE PAPERS User Generated Content videos eBooks Social Media PODCASTTestimonials FAQs

16. CONTENT TO POSITION YOUR BRAND Market leader Thought provoker Trusted advisor Authority in your field Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 16

17. TRAVEL CUSTOMER JOURNEY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 17

18. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 18 DREAM PLAN BOOKTRAVEL SHARE

19. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 19 DREAM PLAN BOOKTRAVEL SHARE

20. SEO & CONTENT AUDIT What pages work? Which pages don’t work and why? What content do we have? What are we missing? Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 20

21. HOW DID WE ATTRACT CUSTOMERS? Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 21

22. BLOG STRATEGY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 22

23. BE A TRUSTED GUIDE What are the competitive differentiators, guide the audience through the process and continue to offer value for the life of the product. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 23

24. BE A TRUSTED ADVISOR Build loyalty and trust with your audience. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 24

25. ESTABLISH AUTHORITY With consistent, high-value content that gives value to your audience. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 25

26. SEARCH ENGINE OPTIMISATION Win higher rankings and be rewarded with page views with high quality, optimised content that provides value to the reader. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 26

27. BLOG PAGEVIEWS Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 27

28. KEY TAKEAWAY PEOPLE BUY INTO YOU, BEFORE THEY BUY FROM YOU. 7 blog topics guaranteed to work every time Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 28

29. TRAVEL IDEAS MAGAZINE Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 29

30. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 30

31. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 31

32. AMPLIFY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 32

33. “Content is king, but distribution is queen and she wears the pants.” Jon Steinberg, President, Buzzfeed Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 33

34. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 34 ARTICLE Website Blog Post Social Media Direct Mail Newsletters

35. SOCIAL MEDIA Facebook Twitter Instagram LinkedIn Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 35

36. GREMLIN YOUR CONTENT Turn one story into many Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 36

37. OUTBRAIN / TABOOLA Content recommendation platform Content to content relationship Cheaper than Adwords Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 37

38. KEY TAKEAWAYS Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 38

39. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 39 STAND OUT FROM THE CROWD What is your pink shirt?

40. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 40 FIND YOUR TOPIC Then create the best, most relevant and useful content on the internet. Don’t be ordinary, be EXTRAODINARY!

41. www.wordconnect.com.au @morethanroute66 41 HOW INTERESTING IS YOUR CONTENT Ask yourself “Is this content more interesting than my partner?” (or this scrumptious cupcake below)

42. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 42 BUYERS JOURNEY Are you showing up in your prospects self-determined buying journey?

43. FIND YOUR UNIQUE STORY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 43

44. YOU DIDN’T FAIL… YOU TESTED Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 44

45. Without content, there is no search. Without search, no one would find your content. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 45

46. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 46

47. @morethanroute66 jds747400@gmail.com www.wordconnect.com.au Jason Dutton-Smith www.morethanroute66.com Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 47

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