#INBOUND14 - I've Created My Content, Now What?
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Have you ever created a piece of content and then though, now what? You aren't alone! Without a proper promotional plan, all the work put into creating a piece of content will go to waste. In this session, you will get tactical advice on creating an awesome promotional campaign to get your content the promotional love it deserves, and help your reach your business goals.
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#INBOUND14 - I've Created My Content, Now What?
- 1. #INBOUND1 4 I’ve Created My Content, Now What? Amanda Sibley Campaigns Manager, HubSpot
- 2. AMANDA SIBLEY @AmandaSibley Marketing - Campaigns Team, HubSpot #CertifiedScubaDiver
- 4. #INBOUND14
- 5. #INBOUND14 Today, HubSpot has over 2,000 ebooks, with an average of 6k downloads each.
- 6. #INBOUND14 The First Piece of Content I Made at HubSpot…
- 7. #INBOUND14 The First Piece of Content I Made at HubSpot…
- 8. A coordinated campaign generated 72% more #INBOUND14 leads than a non-coordinated one.
- 9. THREE PHASES OF CAMPAIGN LAUNCH: Organization & Planning Promotional Options Analysis and Reporting
- 10. THREE PHASES OF CAMPAIGN LAUNCH: Organization & Planning
- 11. Phase 1: Organization and Planning #INBOUND14 1 Set goals 2 Host a team brainstorm
- 12. #INBOUND14 1 SET GOALS
- 18. #INBOUND14 Our goal: Lead generation (Of this ebook!)
- 19. 2 BRAINSTORM & SET UP TIMELINES #INBOUND14
- 20. ORGANIZE TASKS AND DETERMINE WHO CAN #INBOUND14 HELP
- 21. Measure Analyze #INBOUND14 HAVE A LAUNCH PLAN WITH TIMING 3 WEEKS PRIOR 2 WEEKS PRIOR 1 WEEK PRIOR: Brainstorm promotional activities Assign owners & deadlines Social images Finalize content positioning Blog posts Website CTAs Email copy Landing page copy Start LinkedIn discussion Send email Post social posts Post blog posts LAUNCH DAY POST LAUNCH
- 22. #INBOUND14 TEMPLATE FOR BRAINSTORM
- 23. THREE PHASES OF CAMPAIGN LAUNCH: Promotional Options
- 24. EPmroamilo Ptiroonmaol OtBiopntlisoongs +g Oipntimgization Experiments #INBOUND14
- 25. Companies that blog are 13x more likely to see a positive ROI, than #INBOUND14 those who don’t. (State of Inbound 2014)
- 28. 1. BLOGGING #INBOUND14 BLOG TOPIC IDEAS: 1. Pull a SECTION from the ebook 2. Create a LIST related to the offer 3. EXPAND on one of the topics briefly discussed 4. UPDATE an older post related to the topic 5. MISCONCEPTIONS about the topic 6. EXAMPLES of the topic
- 29. 1. BLOGGING http://www.hubspot.com/blog-topic-generator #INBOUND14
- 30. EPmroamilo Ptiroonmaol Otiopntisons + Optimization Experiments #INBOUND14 Website
- 31. #INBOUND14 Your website is your greatest asset. More people view your webpages than anything else.
- 32. 2. WEBSITE #INBOUND14 Homepage or Log-in Page
- 33. 2. WEBSITE Create a Content Library #INBOUND14
- 34. 2. WEBSITE #INBOUND14 Featured Offer
- 35. EPmroamilo Ptiroonmaol Otiopntisons + Optimization Experiments #INBOUND14 Social Media
- 36. Social media has become #INBOUND14 the most important channel for marketers and sales professionals alike. (State of Inbound 2014)
- 37. 3. SOCIAL MEDIA Change Cover Photo #INBOUND14
- 38. 3. SOCIAL MEDIA #INBOUND14 Posts with images 2-3 times during launch week Post once a week during the month after launch
- 39. 3. SOCIAL MEDIA #INBOUND14 Change Cover Photo Pin a Tweet
- 40. 3. SOCIAL MEDIA #INBOUND14 Tweets with images
- 41. Tweets with images generate 55% more leads. (HubSpot) #INBOUND14
- 42. 3. SOCIAL MEDIA #INBOUND14 Tweets from content author
- 43. 3. SOCIAL MEDIA #INBOUND14 Post to your company page on launch day
- 44. 3. SOCIAL MEDIA #INBOUND14 Start a LinkedIn group discussion pre-launch
- 45. EPmroamilo Ptiroonmaol Otiopntisons + Optimization Experiments #INBOUND14 Email
- 46. #INBOUND14 Email marketing has an ROI of 4,300% (Direct Marketing Association)
- 47. EmEmaial iPl rPormomotoiotinosn - Personalization 4. EMAIL #INBOUND14 Personalize your email sender name 31% increase in CTR!
- 48. EmEmaial iPl rPormomotoiotinosn - Personalization 4. EMAIL #INBOUND14 Use smart content to personalize email copy Include personalized content
- 49. Email Promotions 4. EMAIL #INBOUND14 Encourage Sharing
- 50. Email Promotions 4. EMAIL Make Sharing Fool-Proof #INBOUND14
- 51. Email Promotions 4. EMAIL Get Creative with Images #INBOUND14
- 52. EPmroamilo Ptiroonmaol Otiopntisons + Optimization Experiments #INBOUND14 Guest Blogging
- 53. #INBOUND14 Keep your content high quality, and get in front of a new audience.
- 54. 5. GUEST BLOGGING #INBOUND14 New audience Inbound links Long tail promotion
- 55. 5. GUEST BLOGGING #INBOUND14 Find relevant blogs Use tools for professional outreach Add value Always link back to your content
- 56. EPmroamilo Ptiroonmaol Otiopntisons + Optimization Experiments #INBOUND14 Social Advertising
- 57. Social advertising gives you #INBOUND14 access to over a billion people, and allows you to target your specific audience.
- 58. EPmroamilo Ptiroonmaol Otiopntisons + Optimization Experim6e.n PtsAID #INBOUND14 Promoted Content
- 59. Promoted Tweets increase offline #INBOUND14 sales by 29% (VentureBeat)
- 60. EPmroamilo Ptiroonmaol Otiopntisons + Optimization Experim6e.n PtsAID #INBOUND14 Retargeting Audience: Current database Goal: Downloads + Sharing
- 61. EPmroamilo Ptiroonmaol Otiopntisons + Optimization Experiments #INBOUND14 Experiments
- 62. EPmroamilo Ptiroonmaol Otiopntisons + Optimization7 . EExXpPeEriRmIMenEtNs-TS Influencer #INBOUND14 & VIP Customer Outreach
- 63. EPmroamilo Ptiroonmaol Otiopntisons + Optimization7 . EExXpPeEriRmIMenEtNsTS #INBOUND14 SlideShare
- 64. EPmroamilo Ptiroonmaol Otiopntisons + Optimization7 . EExXpPeEriRmIMenEtNsTS #INBOUND14 Video Marketing
- 65. EPmroamilo Ptiroonmaol Otiopntisons + Optimization7 . EExXpPeEriRmIMenEtNs-TS #INBOUND14 Live Event Optimization
- 66. THREE PHASES OF CAMPAIGN LAUNCH: Analysis & Reporting
- 67. #INBOUND14 REMEMBER THAT GOAL?
- 68. #INBOUND14 WHERE TO START WHEN MEASURING If Your Goal is… Look at… Website traffic Website views compared to equal time period before the launch of your campaign Branding New followers, mentions, blog views & comments, and reviews Lead generation Leads generated by source from your specific campaign Qualified leads (MQL/SQL) Leads that turned into MQL/SQL from your campaign, or # of leads sales considers MQL/SQL Direct Sales Revenue driven directly or indirectly from your campaign
- 69. #INBOUND14 TRACKING RESULTS *(Sample Data)
- 70. ANALYZE EACH PROMOTIONAL CHANNEL USED #INBOUND14 200 600 60 160 300 270 100 4.30% 4.00% 4.00% 3.50% 3.00% 2.90% 2.50% 5.00% 4.50% 4.00% 3.50% 3.00% 2.50% 2.00% 1.50% 1.00% 0.50% 0.00% 700 600 500 400 300 200 100 0 Blogging Website Guest Blogging Social Media Email Other Paid Leads Conversion *(Sample Data)
- 71. #INBOUND14
- 72. #INBOUND14
Editor's Notes
- Bio slide
- Average download is 6k 65 offers have over 20k downloads
- Average download is 6k 65 offers have over 20k downloads
- The first ebook I ever wrote was created for one reason, to get more leads that came from facebook. We didn’t have a multi-channel promotional plan. We wrote because we had one goal in mind. Since then, we have iterated and reiterated this plan, helping us get more out of each offer we create.
- The first ebook I ever wrote was created for one reason, to get more leads that came from facebook. We didn’t have a multi-channel promotional plan. We wrote because we had one goal in mind. Since then, we have iterated and reiterated this plan, helping us get more out of each offer we create. Book icon needs to be cleaned up around the edge, or can you blur the edge a bit? It doesn’t quite fit on the page, sticks out not in a good way
- Of those 2k, only a small percentage have had a coordinated campaign around it. When it does, we see an X increase in leads and succes….
- So, we set up a process that consists of three phases to promote campaigns
- So, we set up a process that consists of three phases to promote campaigns
- Make text bigger and center in page.
- We don’t do anyhting without a goal in mind. If we don’t, how will we know if we succeeded?
- This looks like it’s off-center, just make sure it will preview ok for the presentation
- Can you do a different arrow? That looks a bit sloppy (compared to the sharpness of all the other stuff in the presentation).
- This is a team effort. One person should not be handling all of these, unless they do this and nothing else, 12 hours a day! Assigns each of these to a team member, using the brainstorm template format we discussed earlier. To share this informaiton, put the template into a sharing tool, such as a Google doc or evernote. During this time, set clear expectations on timing.
- WHY ARE SOCIAL IMAGES IMPORTANT
- During the brainstorm, get all ideas on the table about how to promote the content. Having as many people as you have promotional channels will help increase ideas. In this meeting, record all ideas, and determine what will be executed on. Hold people accountable.
- So, we set up a process that consists of three phases to promote campaigns
- TBD Why are some parts true white and the others look faded?
- Change content creator and tweet Is that guy someone special? Does he have a not-blurry headshot?
- We include CTAs on these blog posts. End of post Sldie in CTA Within body of post
- The content creator also writes anywhere from 1-4 blog posts. Make text 1 size bigger and space a bit more
- The content creator also writes anywhere from 1-4 blog posts.
- Website CTA on homepage/library/log-in page
- Website CTA on homepage/library/log-in page
- Website CTA on homepage/library/log-in page
- TBD Why are some parts true white and the others look faded?
- Facebook: Posts during launch week Posts of content that performed best after launch week Changing cover photo *** (Premium) Making images in canva
- Facebook: Posts during launch week Posts of content that performed best after launch week Changing cover photo *** (Premium) Making images in canva
- First, come up with a hashtag and use it throughout content. Helps drive conversation on twitter 1 central place to ask questions, communicate with people Free publicity of the offer Put hashtag in lazy tweets from blog posts, sharing buttons, emails, and throughout ebook Second, promote content from your twitter account HubSpot Author’s account Images + non-images
- Do a question about tweets with images to intro next slide
- First, come up with a hashtag and use it throughout content. Helps drive conversation on twitter 1 central place to ask questions, communicate with people Free publicity of the offer Put hashtag in lazy tweets from blog posts, sharing buttons, emails, and throughout ebook Second, promote content from your twitter account HubSpot Author’s account Images + non-images
- LinkedIn: Posts during launch week Posts of content that performed best after launch week LinkedIn Group discussion*** – often started pre-launch to get conversation going LinkedIn Group announcement*** NEED STATS ON THE SUCCESS OF THIS
- LinkedIn: Posts during launch week Posts of content that performed best after launch week LinkedIn Group discussion*** – often started pre-launch to get conversation going LinkedIn Group announcement*** NEED STATS ON THE SUCCESS OF THIS Can be either a pre-launch discussion or a day of
- TBD Why are some parts true white and the others look faded?
- Test done in 2011* Center the text a bit more, its too close to the edge too
- Test done in 2011* Center the text a bit more, its too close to the edge too
- Add in results
- Get creative in your emails. This email includes a GIF & a lazy tweet to encourage sharing.
- Ask how mny people inth e audience have guest blogged, or written a guest blog?
- Here are some of the options hubspot has at their disposal We
- Here are some of the options hubspot has at their disposal We LOVE this screen
- TBD Why are some parts true white and the others look faded?
- LinkedIn advertising best practices: Promote professional content Try Sponsored Updates and ads Use group, interest, and demographic targeting Highly tailor content to specific audience Fixed the linkedin icon (it has some white in the upper right corner) and also the orange is showing up in the icon along the top of the slide.
- You need a fact here like you had in the other ones, I really liked those – this is dull
- Facebook advertising best practices: Use images Target a specific audience Test a variety of post types Place ads in newsfeeds instead of right column Text should be centered under the images (it’s left-justifed on the left but center on the right )
- TBD Why are some parts true white and the others look faded?
- Influencers Pre-launch outreach (sneak peak, advice, etc.) Inbound links/mentions Mentions within the content VIP customers
- Additional content: Slideshare
- TBD
- Optimize at Live events: Business cards Downloads on iPad/Computer at booth Promote in relevant conversations online
- So, we set up a process that consists of three phases to promote campaigns
- Report on that goal, did you hit it? How will you know?
- At a basic level you should look at the results from each activitiy. Did these hit or exceed your goal? *** Make sure that this won’t get cut off in presenation, the image is really close to the edge, I don’t want you to lose anything.
- This helps you get an idea of what tasks within your promotional plan for a campaign worked, and what didn’t. This helps optimize on a channel/promtoional level. Once you run several campaigns, you can begin to compare each camapaign to each other as well. This will help you develop trends as to what kinds of content overall do best with your audience. This will help you optimize on a content/higher level.