The document outlines an inbound selling strategy focused on content creation to enhance lead generation and sales through the HubSpot marketing platform. It details a step-by-step process for developing effective content assets such as slideshares, landing pages, and blogs, alongside email marketing and social sharing techniques. Additionally, it discusses the importance of specific, valuable lead magnets for attracting and converting prospects.

1. THE
INBOUND
SELLING MACHINE
How to Create a Killer Content Strategy
that Actually Sells…
...in 60 MINUTES!​*
Blogging, SEO Tactics, Lead Gen and Social Distribution that
Drives Revenue - not Spend - Upward.
* A strategy designed for the Hubspot Marketing Platform.

2. Step 1: Create a SlideShare for the Lead Gen Offer
1. Go to ​www.SlideShare.net
2. Log In to your account ­> (UN = TheFutonStore / PW = cowbell7)
3. Click “Upload” in the top right of the screen
4. Select the file from your desktop and upload a PDF version of the guide / offer / checklist
/ etc. that you intend to promote
5. Optimize the Title, Description AND Keywords for Google Search Rankings
* A strategy designed for the Hubspot Marketing Platform.

3. 6. Click the “Save” button ­ then go to the Presentation to View it
7. Right­click the first page of the SlideShare presentation, and click “Save as Image”
* A strategy designed for the Hubspot Marketing Platform.

4. Step 2: Create a 3D Call-To-Action for the Lead Gen Offer
8. Go to ​www.MyEcoverMaker.com​ ­ create an account, or log in to the one provided
9. Select “Ecover Maker” in the top navigation
10. Choose a Template, then click on the icon that says “Create this ecover”
11. Choose “UPLOAD YOUR OWN” in the Next Menu
12. Upload the image saved in Step 7
13. After preview and moving the crop marks for visibility, click “FINALIZE” in the top right
14. Select the “Transparent” background option ­ then click download
* A strategy designed for the Hubspot Marketing Platform.

5. Step 3: Create a Thank You Page
1. Log in to your Hubspot account, and choose “Landing pages” in the Content Menu drop
down from the top navigation
2. Select a Page you’d like to Clone if one is already working for you ­ OR “Create a New
Page” if you wish to try something new
3. MAKE SURE the page template does NOT use navigation, links or anything to divert
attention from the next steps!
4. Name & Title the Page what you want Google to rank (keyword ­ one main idea only)
5. Make sure your logo, title and body match the keyword or phrase you’re targeting
6. Take a Snapshot of the page you plan to upsell below the title and subtitle ­ insert this
image into the page JUST BELOW the “Thank You” headline
* A strategy designed for the Hubspot Marketing Platform.

6. 7. Select the Image and hold CTRL+K on the image to add a link to the page you’re
upselling with the image
8. Create a Call­to­Action and Insert it JUST BELOW the image
9. Hit CTRL+enter to shorten the paragraph spacing below the Call to Action button
10. Type “No thanks...just give me the Free ____” message
11. Select the Document Link in the Hubspot formatting icons ­ link to the PDF upload in
Hubspot (you can also copy the link to your clipboard from “Content” ­> “File Manager”)
12. MAKE SURE Download Link is NOT INDEXED by search engines ­ opens in a New Tab
13. Click “Options” tab and fill in a Search Engine Description
* A strategy designed for the Hubspot Marketing Platform.

7. Step 4: Create a Landing Page + Email Confirmation
1. Select “Content” in the top navigation menu ­ choose “Landing Pages” in the Drop down
2. Remember the the last item on step 2 above? Now you’re about to use it… choose your
landing page template or select “Create a New Page”
3. IMPORTANT​: DO NOT CHOOSE A PAGE WITH NAVIGATION!
4. Create Page Title, Page Name and Headline to Match Verbatim ONE Keyword Phrase
5. Make sure the page URL matches the keywords in #4
6. Assign a form to the page ­ remaining steps match Thank You Page setup
* A strategy designed for the Hubspot Marketing Platform.

8. Step 5: Confirmation Email
While in the Landing Page Editor, choose the correct Thank You Page created earlier, then
check the box to send a confirmation email ­ a popup should open to create this email.
Assign a name, email and a subject line similar to below ....
Below the “Hi [First Name]” ...
… to add first name, select the Personalization Icon OR go to Insert ­> Personlization in the
drop down of the in the menu of the body…
...Paste in the content you made from the THANK YOU landing page earlier ­ verbatim.
* A strategy designed for the Hubspot Marketing Platform.

9. Step 6: Write a Blog Post in 60 seconds
Shortcuts to this one:
1. Copy the Title of the Slideshare for any given offer
2. Paste that Title into the New Blog Post
3. Use the Slideshare’s description + ANY content in the PDF for the body
4. Insert an Image of the 3D Ecover made in Step 2
5. Select the Image ­ below it will be an option to align the Image to the Right
6. Select the image and Press CTRL+K to bring up the “Insert Link” dialog box
7. Link to the Free Download Landing Page
8. Write an intro to the post
9. Close the Post with an image of the Freebie + Call to Action button to Download it
10. Select the image and Press CTRL+K to bring up the “Insert Link” dialog box
11. Link to the Free Download Landing Page
Go to your blog tool (Click on Content > Blog to go to your blog tool's dashboard.)
Click on the Write new blog post button to get started creating the post.
* A strategy designed for the Hubspot Marketing Platform.

10.
If you have multiple blogs in your HubSpot account, you'll have to choose which blog you'd like
to add a new post to before moving onto the next step.
You'll want to choose whether or not you're creating a blank post of a post blueprint (a blueprint
will give you guidance in a particular format such as making a blog post on a "how­to").
Enter a title for your blog post
Make sure you include the keyword you're targeting in all the titles you brainstorm, and
that you're writing about relevant topics that your audience will find interesting and
would learn from.
* A strategy designed for the Hubspot Marketing Platform.

11.
Set the URL of your blog post
The URL of the blog post will match the title of the blog post, but any whitespace will be
replaced with hyphens.
Write the body of your article
Now's the time to write the content of your blog post in the "article body" field. Staring at
a blank text field can be intimidating, so here are some helpful tips:
● Create an article that is greater than 600 words. Each post you write doesn't
have to be a novel.
● Creating content interesting to your audience. When writing your article, your
only concern should be the content in the article. Don’t get distracted by adding
keywords, links, images, calls­to­action or anything else marketing­related.
● Write posts people will want to link to. The more people that link to your blog
entry, the more likely it is Google will rank it. Be interesting, useful, and
educational in your blog posts.
● Don't be self­promotional. A blog entry that's nothing more than an ad for your
company isn't interesting or useful to your audience. Write entries YOU would
want to forward to coworkers, friends, or family members if you were a reader.
* A strategy designed for the Hubspot Marketing Platform.

12. ● Think like a teacher. A good approach to building useful content is to try to
teach your audience something. You know more about your industry than
anyone; what can you teach your prospects?
Add a relevant image
Now that the article is written you should add a relevant image that will grab the
attention of visitors and make them want to read the article. Before you upload an
image, make sure the file name includes the keyword you're targeting with dashes
separating words in the phrase (i.e. internet­marketing­software.jpg).
Bold important and compelling text
Bolding important and compelling text will help readers quickly understand what the
post is about and interpret the“What’s in it for me” question.
Create whitespace
When you blog, whitespace is your friend. You should not write long paragraphs that
form into blocks of text. If you do, it will deter the reader form reading because of how
dense the information appears. Most people skim blogs and are only trying to find
information related to what they’re looking for. The more whitespace you have, the
easier it will be for someone to quickly scan the article.
There are a few ways to do this:
● Create numbered lists to make your points
● Use section headers to break up topics (h2, h3 tags)
● Use bulleted lists to outline steps
Create keyword-rich anchor links
It's good to have one or two links in your article that link to pages on your site.
* A strategy designed for the Hubspot Marketing Platform.

13. When creating links, make sure the text you’re using as the hyperlink is related to the
page’s content that you’re linking to.
Add a call-to-action to the end of each blog post
Every blog post you write should have some type of call­to­action at the end of the
article. Ideally, the call­to­action is related to the article’s topic, but it doesn’t necessarily
need to be related. Promote your current offers at the bottom of each blog post, and
your blog will slowly turn into a lead generation machine and become a real asset for
your business.
To add a CTA to the end of your blog post, scroll to the end of your post, and click the
CTA icon in the toolbar to create or insert a CTA.
Enter a meta description for the post
● Length: A good meta description is approximately two sentences, and no more
than 150 characters, long.
● Use Keywords: Keep your target keyword as close to the beginning of the
meta description as possible, and only use it once ­­ don't go overboard with
the use of keywords. Search engines don't pay any attention to meta
descriptions, do you're really just writing for the human reader here.
● Create a Call­to­Action: Your meta description should read like a CTA.
Remember this text is written to entice a reader to click through to your site.
● Uniqueness: Each post should have a different meta description, focused on
the content that is on that one page of your site.
* A strategy designed for the Hubspot Marketing Platform.

14.
Set a featured image for your post
Check this option to choose which image from your post you would like to feature on
social media networks and any blog summary.
Use the SEO panel
The SEO panel allows you to see a list of SEO best practices that you should
incorporate into your blog posts. The feature makes it easy to focus on 1­2 keywords to
optimize for your post. Click on the SEO View button to get started.
* A strategy designed for the Hubspot Marketing Platform.

15.
Add keywords to your post
View the SEO analytics
Now you can see your SEO optimizations and suggestions by the following optimization
categories: Title, Body, Image, and Meta. Sort the panel view by Suggestions
(highlighted in red), Optimized (highlighted in green), or All by clicking on the buttons at
the top of the screen. To edit your post based on suggestions, you can either click on a
* A strategy designed for the Hubspot Marketing Platform.

16. red row in the SEO view or use the blog editing tool. You can also see the SEO impact
of each category with the rating on the right side of the screen.
Publish the blog post
The last step is to publish your blog post. You can choose to publish the blog post
immediately and notify your blog subscribers or schedule the post to be published at a
later time and notify your subscribers at that point.
* A strategy designed for the Hubspot Marketing Platform.

17. Please note that, from within a blog post's editor, you can set the message that will be
posted to social media channels when the post is auto­published.
Go to the Publishing Tab under one of your blog posts, and edit the Message under
Social Media Message Text​. If left blank, the social message will simply use the blog
post title.
* A strategy designed for the Hubspot Marketing Platform.

18. Step 7: Send an Email to Contacts Promoting the Freebie
1. Make sure the link goes to the BLOG POST
2. Below the “Hi [First Name]” ... (to add first name, select the Personalization Icon OR go
to Insert ­> Personlization in the drop down of the in the menu of the body)...
3. Paste in the content you made from BLOG POST earlier ­ verbatim.
4. End the Email with…
Talk soon,
[First & Last Name]
* A strategy designed for the Hubspot Marketing Platform.

19. Step 8: Share to Social Networks
1. Download the Google Chrome Hubspot Extension
2. If not using Chrome, select the “Publishing” option in the top navigation menu’s
“SOCIAL” link
3. Google+ and Twitter ­ Use Hashtags as often as possible!
4. Facebook and LinkedIn ­ Create a Post Intro Worth Clicking (and never use Hashtags
* A strategy designed for the Hubspot Marketing Platform.

20. BONUS: How to Create a Killer Lead Generation Offer
As a starter kit, think items you already have at your disposal as a retailer (i.e., vendor
sales collateral, seasonality and regional tastes, home decor mix + match, etc.) for what
you can test as lead gen offers.
Most of your HIGH PERFORMING lead generation offers ­ if done right ­ will likely NOT
have the word “Futon” in their respective title.
You’re not capturing a futon buyer ­ but rather a person whose problem is solved by
futons and the experiences you create around them in modern homes.
A compelling Lead Magnet is tied for 1st place (along with traffic generation) for the most critical
component to generating leads and subscribers quickly.
9 Lead Magnet Ideas and Examples (And ONE That
Generated 28,507 Subscribers In 45 Days for unfunnel ...)
This little baby generated 28,507 leads in 45 days…
It's called a Lead Magnet and if you don't have one ­­­ or don't have a good one ­­­ this article
could literally change your life.
* A strategy designed for the Hubspot Marketing Platform.

21.
Lead Magnet ​­
noun​ ­ an irresistible bribe offering a specific chunk of value to a prospect in exchange
for their contact information.
The goal of the Lead Magnet is to maximize the number of targeted leads you are getting for an
offer.
We're going to look at 9 different types of Lead Magnets in this article and the absolutely
WRONG question most businesses are asking about generating leads.
But first, you must understand the single most important element of a successful Lead
Magnet…
Specificity
I have great news.
Lead Magnets don't have to be lengthy. Or complex. Or time­intensive to create.
In fact, a long and complex Lead Magnet will likely convert poorly.
You simply need to solve a specific problem with a specific solution for a specific segment of
your market.
Here's the key...
Your Lead Magnet must be consumed by the prospect for it to have an impact.
The perfect Lead Magnet will offer tremendous value within 5 minutes of the opt­in.
This is a "rule of thumb", of course, but we don't recommend, for example, a mini­course
delivered over 14 days or a 300 page ebook as a Lead Magnet.
These Lead Magnets take too long to consume and are unlikely to be specific.
Notice how simple and specific this Lead Magnet is...
* A strategy designed for the Hubspot Marketing Platform.

22.
On the other hand, this Lead Magnet is non­specific and takes 20 weeks to receive the
full pay off...
* A strategy designed for the Hubspot Marketing Platform.

23.
Shoot for the former and not the latter when creating your Lead Magnets.
The good news is that the first one is much easier to create than the second one ­­­ and
it will convert better.
Let's look at some Lead Magnet types (with examples) that do it right…
1 ­ Guide/Report
Reports and Guides are amongst the most common types of Lead Magnets.
If you use a Lead Magnet of this type ­­­ be careful. You could easily violate the
specificity rule with this kind of Lead Magnet.
Here’s an example Free Report Lead Magnet opt­in from ​Joe Polish​ at Piranha
Marketing.
* A strategy designed for the Hubspot Marketing Platform.

24.
2 ­ Cheat Sheet/Handout
Cheat sheets and handouts work well.
They have a different “feel” to them than Reports or Guides.
They are generally very short (one page or so) and cut straight to an ultra­specific point.
You can deliver these as checklists, mind maps or “blueprints."
Here's an example mind map used as a Lead Magnet...
Notice how the mind map is blurred out to build curiosity.
In one case, we actually used a NAPKIN (or the image of it) as a Lead Magnet,
* A strategy designed for the Hubspot Marketing Platform.

25.
3 ­ Toolkit/Resource List
A Toolkit or Resource List can make a great Lead Magnet for the right business and
market.
This company is offering a Time Management Toolkit in exchange for contact
information,
* A strategy designed for the Hubspot Marketing Platform.

26. And this is one of the tools that is delivered after the Lead Magnet is taken by the
prospective lead,
4 ­ Video Training
If it makes sense and you have the skillset, video can be a very effective way to deliver
on your Lead Magnet.
This video is a simple screencast using software like ​Camtasia​ or ​Screenflow​ that we
used to deliver on a Lead Magnet,
* A strategy designed for the Hubspot Marketing Platform.

27. This first video delivered one Facebook Marketing tactic and made a pitch to receive a
second Facebook marketing tactic if an email address is entered.
5 ­ Software Download/Free Trial
Software companies often offer a Free Trial of their software as a Lead Magnet.
Here’s how ​Bidsketch​, a SAAS proposal building application, asks for an opt­in to start a
free trial,
6 ­ Discount/Free Shipping
For those selling physical products on or off­line, discount clubs or Free Shipping offers
can be an effective Lead Magnet Type.
Here’s how New Egg generates new leads using an offer of Promo Codes sent to the
email inbox.
* A strategy designed for the Hubspot Marketing Platform.

28.
7 ­ Quiz/Survey
A quiz or survey, the results of which are delivered via email, can be a very engaging
way to generate new leads.
You can use a ​quiz building tool like Interact​ to create these quizzes.
This is what the Lead Magnet offer looks like on the home page of a home improvement
company,
* A strategy designed for the Hubspot Marketing Platform.

29. The quiz is a fun and interactive way to capture new leads. Here's a question from this
quiz...
Once all the quiz questions are answered, the prospect is presented with this opt­in
form...
8 ­ Assessment/Test
An assessment or test, particularly if it is delivered online to increase the speed of
consumption and gratification, can make a powerful Lead Magnet.
* A strategy designed for the Hubspot Marketing Platform.

30. Hubspot, a company that sells marketing software, has been generating leads with their
“​Marketing Grader​” for years,
9 ­ Blind/Sales Material
In some cases, the most desired piece of information for the market is pricing and
descriptions of products or services.
Ikea harvests contact information in exchange for their catalog. And they can deliver it
digitally to speed up consumption and gratification.
* A strategy designed for the Hubspot Marketing Platform.