As organizations plan for 2015, marketers are charged with the development and execution of an effective content strategy—one that is based on historical performance and the customer journey, and designed to support business goals. This presentation discusses best practices in content marketing—buyer persona development, mapping out your sales cycle and organization of a publishing calendar. Additionally, it features HubSpot tools that support content marketing efforts—personas, content calendar and SEO tool.

1. Interac)ve
Session:
Build
a
Performance-­‐Driven
2015
Content
Calendar
#CLEHUG
Cleveland
HubSpot
User
Group

2. Dia
Dalsky
@DiaDalsky
Sandie
Young
@SandieMYoung
senior
consultant,
PR
20/20
consultant,
PR
20/20
leader,
Cleveland
HubSpot
User
Group

3. • HubSpot
Updates
• Best
Prac)ces
in
Content
Marke)ng
+
Calendar
Planning
• Group
Brainstorm
• Brainstorm
Regroup
• HubSpot
Content
Marke)ng
Tools
• Ques)ons
+
Closing
Thoughts
#CLEHUG
Agenda

4. HubSpot
Updates
#CLEHUG
• INBOUND
2014
Recap
• HubSpot
IPO
• Cer)fica)on
Expira)ons
• CRM
+
Sidekick
• Tally
[beta]

5. Build
a
Performance-­‐Driven
2015
Content
Calendar

6. Content
Marke)ng
&
Calendar
Planning
What
qualifies
as
content
marke)ng?
#CLEHUG
Content
Marke)ng
Basics
Photo
cred:
Christopher
Penn
• Beyond
a
blog
• Case
studies,
check
lists,
ebooks,
guest
posts,
infographics,
podcasts,
video,
white
papers
• Build
a
comprehensive
content
calendar

7. Content
Marke)ng
&
Calendar
Planning
Have
a
strategy
in
place.
#CLEHUG
From
Content
MarkeAng
InsAtute’s
2015
B2B
Content
MarkeAng
Benchmarks,
Budgets
and
Trends
Report:
“…as
research
shows,
it
pays
to
take
the
9me
to
write
it
down.
60%
of
those
who
have
a
documented
strategy
rate
themselves
highly
in
terms
of
content
marke9ng
effec9veness,
compared
with
32%
of
those
who
have
a
verbal
strategy.”
Where
do
you
start?
Source:
CMI
2015
B2b
Content
Marke9ng
Benchmark,
Budgets
and
Trends
Report

8. Content
Marke)ng
&
Calendar
Planning
Define
your
buyer
personas.
#CLEHUG
• Who
are
you
wri)ng
for?
• What
are
their
pain
points?
Success
factors?
• What
are
they
reading?
• What
social
networks
are
they
using?
Tip:
For
calendar
build
out,
determine
what
topics,
themes
or
keywords
are
most
relevant.

9. Content
Marke)ng
&
Calendar
Planning
Map
out
the
customer
journey.
Determine
the
sales
cycle,
specific
to
your
persona(s),
and
iden)fy
key
touch
points
along
the
journey.
Tip:
Find
out
how
personas
interact
with
current
content
offerings.
Pull
a
benchmark
for
performance
metrics,
like:
• Top
visited
pages
• Popular
keywords
• Most
downloaded
pieces,
etc.

10. Content
Marke)ng
&
Calendar
Planning
Execute
full-­‐funnel
content
marke)ng.
#CLEHUG
Include
strategic
content
pieces
for
every
stage
and
persona
along
the
purchase
path.

11. Content
Marke)ng
&
Calendar
Planning
Organize
your
calendar.
#CLEHUG
• Include
a
publishing
calendar.
• Add
a
producAon
pipeline.
• Build
idea
tabs
(themes,
campaigns)
• Map
out
the
buying
cycle
to
each
persona.

12. Content
Marke)ng
&
Calendar
Planning
Determine
KPIs.
• Iden)fy
top
metrics
to
measure
success.
• Use
data
to
drive
change.
• Look
for
trends,
points
of
fric)on
and
opportuni)es.
• Connect
content
to
results.
Sample
KPIs
might
be:
subscribers,
comments,
website
visits,
)me
on
site,
bounce
rate,
etc.

13. Brainstorm
Session!

14. • 15
Brainstorm
Session
minute
breakout
session
• Group
#1
—
The
Palace
(glass
conference
room)
• Group
#2
—
The
Jake
(conference
room
over
looks
The
Jake)
• Group
#3
—
The
Cloud
(wri)ng
corner
with
fluffy
white
couches)
• Group
#4
—
The
Q
(conference
room
across
from
the
cloud)
#CLEHUG

15. Brainstorm
Regroup

16. HubSpot
Content
Tools

17. HubSpot
Persona
Tool
#CLEHUG
Resource
ar)cle:
How
to
create
personas

18. HubSpot
Content
Calendar
#CLEHUG

19. HubSpot
SEO
Tool
#CLEHUG

20. QuesAons?

21. • Remember
Closing
Thoughts
to
sign-­‐in!
• #CLEHUG
on
Twiler
• LinkedIn
Group
• cleveland.hubspotusergroups.com
• Next
mee)ng—January
2015!
#CLEHUG