SlideShare a Scribd company logo
#SLCHUG
Good morning
#SLCHUG
Agenda
• Welcome 

• Introductions & House Keeping w/ Doc
• Pillar Content Creation Workshop w/ Justin 

• Q&A & Wrap-up
#SLCHUG
Decks Will Be Available
Recap Post Coming
THIS Is Being Recorded!
#SLCHUG
Cool Stuff
• Welcome to the launch of SLC HUG

• Our goal and charter

• Volunteers encouraged
#SLCHUG
DARIN
BERNTSON
@iGoByDoc
Founder

Co-Leader SLCHUG
#SLCHUG
BRANDON
CARTER
@bscarter
Marcom Manager

HubSpot Customer

Co-Leader of SLCHUG
#SLCHUG
Roll Call
• First Event? 

• HubSpot Users?

• HubSpot Partner Agencies?

• Awesome Guests?
#SLCHUG
Registered 150
Almost 50% Brand New.
Welcome!
#SLCHUG
Our Goals For SLCHUG
• Education
– Inbound in general

– Some HubSpot specific

• Who is this for?
– HubSpot Customers, Partners & Prospects

– Anyone who wants to sharpen Inbound skills
#SLCHUG
Our Goals For SLCHUG
• Frequency
– Minimum 11 times a year

– These events are for you

– We are not here to sell anyone

– This is a learning environment

– Let’s be “inbound” and be helpful to each other
#SLCHUG
Save The Date
The 2nd SLCHUG Workshop
Thursday, June 29, 2017
Topic: The 411 on HubSpot COS
Location is SolutionReach
Lunchtime Event
HubSpot Users Only - 60 Max
#SLCHUG
Save The Date
The 2nd SLCHUG Workshop
Thursday, June 29, 2017
Topic: The 411 on HubSpot COS
Location is SolutionReach
Registration Live Next Week
#SLCHUG
Save The Date
The First SLCHUG Intensive
Thursday, July 27, 2017
Topic TBD
Location is TBD
Lunchtime Event
HubSpot Users Only - 8-12 Max
#SLCHUG
Save The Date
Our Next Big SLCHUG Event
Thursday, August 24, 2017
Topic / Location TBD
Breakfast time Event
All Event Dates on

SLCHUG Home Page
#SLCHUG#SLCHUG
Want to present at an upcoming event?

Form on SLCHUG site
#SLCHUG
2017
CONTESTS
No INBOUND Contest This Year =(

But…
#SLCHUG#SLCHUG
We are a SUPER HUG!
• 180 HUGs worldwide
in 27 Countries

• We were first place in
last year’s contest

• Second in over-all
size to San Diego

• New Rules this year

• Based on attendance

• Let’s keep the
momentum and
growth going at these
events

• SLC wants this prize
this year - Trust me!
#SLCHUG
INBOUND

2017
All Access Pass for $1,699 - $1,299 - $699
Use my code SLS-P-8UMNHK
#SLCHUG
CONNECT
#SLCHUG#SLCHUG
#SLCHUG#SLCHUG
Can request from our Homepage
#SLCHUG#SLCHUG
Attendance Prize for one lucky attendee from HubSpot

Giving away at the end of workshop. Must be here to win.
#SLCHUG
READY TO

GET STARTED?
#SLCHUG
NEXT UP

Justin Champion
Pillar Content Creation Workshop
Professor: Justin Champion
TODAY’S PURPOSE
To learn how to create effective
content on a consistent basis.
Justin Champion
/JustinRChampion
/WildWeWander
#unboundinbounder
JOIN THE CONVERSATION ON TWITTER
HAVE A QUESTION?
Please don’t hesitate to raise your hand!
You’re all equipped with a workbook,
chock full of transformation activities.
ACTIVITY TIME
Total time: XX minutes
1. When you see this slide, it’s time for an activity!
2. Take advantage of the time you’ve been given.
3. It’s a great opportunity to work with your fellow attendees.
FIND A PARTNER
Total time: 2 minutes
If you haven’t already, introduce yourself to a neighbor. Tell them about:
• What business you’re representing
• Something that’s interesting about you
SOMETHING INTERESTING
ABOUT ME.
I’m a nomadic marketer.
I live, play, and work full-time with my wife,
Ariele, from this Airstream and truck camper.
#unboundinbounder
I’m a nomadic marketer.
I live, play, and work full-time with my wife,
Ariele, from this Airstream and truck camper.
#unboundinbounder
We’re traveling 7,000+ miles in 100 days.
My goal is to educate and inspire people to create more effective content.
Our journey
started with our
truck, George.
George is a 2009
Ford f250 Super
Duty work truck.
I love stretching the value out of things.
We decided to repurpose George into a storage unit, which doubles as a camper.
Before After
#unboundinbounder
We wanted to help
other like-minded
individuals.
We created an in-depth, step-
by-step guide on how to
convert a truck into a functional
living space.
We deconstructed our guide into an ungated,
conversion-focused content resource page.
This way, visitors can easily navigate the content and take it with them if they choose to do so.
Unpaid, organic traffic coming from search engines
doubled in less than 5 months.
Traditional landing page
for guide
Converted landing page into an
ungated content resource page
Why is this relevant to
today’s session?
BY THE END OF TODAY’S TRAINING,
YOU’LL HAVE:
• Written a clear content mission statement
• Identified a primary buyer persona for your business
• Mapped the buyer’s journey for your primary buyer persona
• A working topic cluster outline for a downloadable content offer
• An understanding of how to build a content resource page
#unboundinbounder
TODAY’S AGENDA
1. Welcome 5 minutes
2. Content Creation Overview 20 minutes
3. Planning Your Content Pillar 25 minutes
4. BREAK! 10 minutes
5. Creating Your Content Pillar 40 minutes
6. Growing a Content Pillar 10 minutes
7. Wrap-up and Close 10 minutes
TOTAL 2 HOURS
1 CONTENT CREATION
OVERVIEW
Why should you
create content?
#unboundinbounder
WHILE CONTENT
MARKETING COSTS 62%
LESS THAN OUTBOUND
MARKETING, IT GENERATES
MORE THAN 3X AS MANY
LEADS.
SOURCE: CONTENT MARKETING INSTITUTE#unboundinbounder
44%of B2B and B2C content marketers have a documented
content strategy.
SOURCE: CONTENT MARKETING INSTITUTE#unboundinbounder
47%of B2B and B2C content marketers have a challenge
producing engaging content.
SOURCE: CONTENT MARKETING INSTITUTE#unboundinbounder
Without a roadmap or
defined process,
achieving results may
feel like this.
SOURCE: WIKIPEDIA
THE MOST COMMON ROADBLOCKS
TO CREATING CONTENT
• Limited bandwidth
• Not fully committed
• Lack of a long-term content plan
• Don’t have a documented content process
• Not sure where to start with creating content
• Unsure of how to provide a positive content experience
• Lack of business alignment (i.e. sales, marketing, services, etc.)
#unboundinbounder
Think of your content
like a series of pillars,
a stabilizing foundation
for your content plan.
SOURCE: WIKIPEDIA
What is a
content pillar?
CONTENT PILLAR
A broad piece of website content that’s comprised of, and
connected to, a series of owned media topic clusters that
cover a specific core topic in-depth.		
#unboundinbounder
CONTENT PILLAR OVERVIEW
SALES
QUALIFICATION
What is a qualified
prospect?
What is BANT?
Qualifying
leads
When to
disqualify?
Qualification
frameworks?
Why disqualifying
isn’t a bad thing
SALES
QUALIFICATION
CONTENT PILLAR OVERVIEW
What is a qualified
prospect?
What is BANT?
Qualifying
leads
When to
disqualify?
Qualification
frameworks?
Why disqualifying
isn’t a bad thing
SALES
QUALIFICATION
CONTENT PILLAR OVERVIEW
Featured snippet
#1 Google ranking
Visitors can easily navigate
the page’s content
Offers link to
cluster page...
…Which offers
more content.
1,500+organic, non-paid website visits per month from search
engines.
SOURCE: HUBSPOT#unboundinbounder
How do you create a
content pillar?
Pillar content resource page Downloadable content offer
Let’s review how I helped this marketer create their
business’ first ungated, conversion-focused content pillar.
90% OF WEBSITE VISITORS
PREFER TO READ FROM A
PDF AS OPPOSED TO A
WEBSITE PAGE.
SOURCE: HUBSPOT#unboundinbounder
Etuma helps businesses
transform unstructured
text data into business
decision-making
information.
BEFORE YOU START CREATING EFFECTIVE
CONTENT, YOU NEED TO DETERMINE
WHY YOU’RE CREATING CONTENT.
#unboundinbounder
“People don’t buy what you do,
they buy why you do it.”
- @SimonSinek
#unboundinbounder
WHAT IS YOUR CONTENT
MISSION STATEMENT?
Be sure you’re aware of what your content really stands for
and how you can make a difference in your customers’ lives.
 That will set the tone for your entire content strategy.
#unboundinbounder
ETUMA’S CONTENT
MISSION STATEMENT
We sell an application that transforms unstructured text data into
business decision-making information. However, when it comes to our
content strategy, it’s not about marketing our text analysis application, it’s
about the idea that everyone should know that there’s an automated
solution to categorize comments and detect emotions in real-time in
multiple languages.
ACTIVITY 1: CONTENT
MISSION STATEMENT
Total time: 3 minutes
Workbook page: 4
Write down your content mission statement.
We market/sell [insert your product/service]. 

However, when it comes to our content strategy, it’s not about marketing/
selling [insert your product/service], it’s about the idea that everyone
should know [insert thought leadership knowledge relevant to your
product/service].
2PLANNING YOUR
CONTENT PILLAR
Why should you
plan content?
• Gives your content a roadmap
• Connects short-term content tasks to long-term content goals
• Identifies opportunities and uncovers potential roadblocks
• Ensures content has a purpose
• Identifies cross-channel content opportunities
• Creates business alignment (i.e. sales, marketing, services, etc.)
REASONS TO PLAN CONTENT
#unboundinbounder
Buyer Personas
The Buyer’s Journey
CONTENT SHOULD SUPPORT
#unboundinbounder
The Buyer’s Journey
Buyer Personas
BUYER PERSONA
A semi-fictional representation of your ideal customers
based on quantitative and qualitative analysis.
#unboundinbounder
• Background (e.g. VP of Marketing)
• Demographic (e.g. between the ages of 35-40)
• Identifiers (e.g. uses Google to perform research)
• Goals (e.g. wants a sustainable content creation process)
• Challenges (e.g. team’s bandwidth is stretched thin)
BUYER PERSONA DNA
#unboundinbounder
BACKGROUND:
• Customer Insights Manager or Director
DEMOGRAPHICS:
• Usually women; Age 30-50; University degree; lives in urban area Income: $45,000 - $60,000
IDENTIFIERS:
• Technically savvy
• Uses search engines to perform research
GOALS:
• Needs to identify what drives customer loyalty so company can increase number of loyal customers and decrease churn.
• This is generally a new position, and Maggie needs to prove her value to the business.
CHALLENGES:
• Text data is unstructured and needs a solution to help make sense of it – categorize and sentiment detection.
• Maggie receives thousands of NPS results but has no idea where change is happening, which is why she needs to analyze
text data better.
• Boss doesn’t understand the problem, but their budget approval is needed to bring on a solution – needs help educating
and positioning need and value of platform.
ETUMA’S PRIMARY BUYER PERSONA:
CX MANAGER MAGGIE
ACTIVITY 2: BUYER PERSONAS
Total time: 7 minutes
Workbook page: 6
Identify your business’ primary buyer persona’s DNA by listing out the following:
1. Identify your primary buyer persona’s background, demographics, identifiers, goals, and
challenges. (6 minutes)
2. Create a name for your primary buyer persona. (1 minute)
The Buyer’s Journey
Buyer Personas
THE BUYER’S JOURNEY
The active research process people go through leading up
to making a purchase.
#unboundinbounder
THE BUYER’S JOURNEY
PROBLEM SOLUTION PRODUCT/
SERVICE
#unboundinbounder
Problem: Maggie has a lot of
unstructured text data and needs
to make sense of it.
CX MANAGER MAGGIE’S BUYER’S
JOURNEY
CX MANAGER MAGGIE’S BUYER’S
JOURNEY
Solution: There’s an automated
solution to categorize comments
and detect emotions in real-time in
multiple languages.
Product/Service: Free
consultation of her business’
customer feedback data.
CX MANAGER MAGGIE’S BUYER’S
JOURNEY
ACTIVITY 3: BUYER’S JOURNEY
Total time: 6 minutes
Workbook page: 9
Uncover your primary buyer persona’s buyer’s journey.
1. What problem/improvement is your primary buyer persona experiencing in the awareness
stage? (2 minutes)
2. What’s the solution to the problem/improvement for your primary buyer persona? (2 minutes)
3. What decision can your primary buyer persona make based on your products or services? (2
minutes)
Before creating content,
make sure content
planning materials are
aligned.
Content mission statement
Buyer personas
Buyer’s journey
#unboundinbounder
LET’S TAKE A WATER BREAK
(Come back in 10 minutes)
3CREATING YOUR
CONTENT PILLAR
How do you create a
content pillar?
Maurice Ashley
Retrograde Analysis: To look
ahead, it pays to look backwards.
#unboundinbounder
If you’re not careful, you can get lost
in the the beauty of the White Sands
National Monument.
READ THIS SENTENCE
If you’re not careful, you can get lost
in the the beauty of the White Sands
National Monument.
REVERSE
ENGINEERING CONTENT
The process of working backwards to create a valuable
piece of long-form content by recycling a series of planned
owned media content.
#unboundinbounder
• Create a sustainable content creation process
• Connect weekly content tasks to long-term content goals
• Create a pre-promotion plan for your content
• Unify messaging of content across multiple channels
REASONS TO REVERSE
ENGINEER CONTENT
#unboundinbounder
7 STEPS TO REVERSE
ENGINEERING A CONTENT PILLAR
#unboundinbounder
1. Choose a core topic

2. Identify sub topic cluster 

3. Create blog posts for needed sub topic cluster content

4. Repurpose sub topic cluster content into a downloadable offer

5. Deconstruct downloadable offer into a content pillar resource page

6. Link relevant content to content pillar resource page

7. Create a conversion path for people to access your content pillar resource page
on your website
7 STEPS TO REVERSE
ENGINEERING A CONTENT PILLAR
1. Choose a core topic
2. Identify sub topic cluster 

3. Create blog posts for needed sub topic cluster content

4. Repurpose sub topic cluster content into a downloadable offer

5. Deconstruct downloadable offer into a content pillar resource page

6. Link relevant content to content pillar resource page

7. Create a conversion path for people to access your content pillar resource page
on your website
Core topic should
be a broad term.
The term:
• Is between 2-4 words in length
• Is industry specific, educational
• Supports product or service
Core topic = text analysis
#unboundinbounder
TEXT
ANALYSIS
ACTIVITY 4: PILLAR CONTENT
Total time: 5 minutes
Workbook page: 11
PART 1: Choose a core topic for the content pillar you want to create.
1. Identify a topic that you want to become a subject matter expert on and rank for
on Google; it must be educational (awareness-stage focused) but directly
supports one of your products or services. (2 minutes)
2. Perform a series of searches on Google and see what content already exists
around this topic. (3 minutes)
3. Define final core topic based on research. (1 minute)
7 STEPS TO REVERSE
ENGINEERING A CONTENT PILLAR
1. Choose a core topic

2. Identify sub topic cluster
3. Create blog posts for needed sub topic cluster content

4. Repurpose sub topic cluster content into a downloadable offer

5. Deconstruct downloadable offer into a content pillar resource page

6. Link relevant content to content pillar resource page

7. Create a conversion path for people to access your content pillar resource page
on your website
Four pages of blog content Video content on YouTube
Identify current owned media
that’s relevant to your core topic.
Make a list of as many
sub topics as possible
that bring value to
your core topic.
#unboundinbounder
Text analysis
solution requirement
Text
analysis tool
Text analysis
reporting requirements
Categorization
system
Categorizing
customer comments
Correct
analysis method
TEXT
ANALYSIS
ACTIVITY 4: PILLAR CONTENT
Total time: 8 minutes
Workbook page: 12
PART 2: Determine sub topic cluster content that supports core topic.
1. Search owned media channels for content you already have (i.e. website pages, blog posts,
videos, etc.). (4 minutes)
2. Brainstorm content topic ideas that you don’t currently have content for that are strong
enough to live on their own page but are relevant to and support your core topic. (2 minutes)
3. Select six of the strongest sub topics with which to create your initial content pillar. (2 minutes)
7 STEPS TO REVERSE
ENGINEERING A CONTENT PILLAR
1. Choose a core topic

2. Identify sub topic cluster 

3. Create blog posts for needed sub topic cluster content
4. Repurpose sub topic cluster content into a downloadable offer

5. Deconstruct downloadable offer into a content pillar resource page

6. Link relevant content to content pillar resource page

7. Create a conversion path for people to access your content pillar resource page
on your website
“Short-term actions should enable
long-term success.”
- @JustinRChampion
#unboundinbounder
Etuma needs content for their sub topic,
categorization systems, so they created a blog post.
7 STEPS TO REVERSE
ENGINEERING A CONTENT PILLAR
1. Choose a core topic

2. Identify sub topic cluster 

3. Create blog posts for needed sub topic cluster content

4. Repurpose sub topic cluster content into a downloadable offer
5. Deconstruct downloadable offer into a content pillar resource page

6. Link relevant content to content pillar resource page

7. Create a conversion path for people to access your content pillar resource page
on your website
Assemble your downloadable content
offer by repurposing your sub topic content.
SOURCE: PIXABAY
#unboundinbounder
A
C
E
djust. What needs to be added? Removed? Re-worded?
ombine. How can you combine related or unrelated
things to provide new value and meaning?
xpand. What have you already done that you can dig deeper
into—or provide a more comprehensive big picture view?
REPURPOSING EXISTING CONTENT
#unboundinbounder
If you need a template, get started with one of these.
Visit: https://offers.hubspot.com/ebook-templates
Take the
time to create
a custom cover.
79% of people said a cover mattered
in the decision-making process.
SOURCE: THE BOOK SMUGGLERS
#unboundinbounder
7 STEPS TO REVERSE
ENGINEERING A CONTENT PILLAR
1. Choose a core topic

2. Identify sub topic cluster 

3. Create blog posts for needed sub topic cluster content

4. Repurpose sub topic cluster content into a downloadable offer

5. Deconstruct downloadable offer into a content pillar resource page
6. Link relevant content to content pillar resource page

7. Create a conversion path for people to access your content pillar resource page
on your website
Etuma already
created and formatted
their text analysis content.
Now it’s time to reformat it on a webpage.
#unboundinbounder
“If content is king, then
design is queen.”
- @LindsayRegina
#unboundinbounder
CONTENT PILLAR LAYOUT TIPS
#unboundinbounder
1. Core topic referenced in page title

2. Core topic referenced in URL

3. Top navigation

4. Core topic referenced in H1 tag

5. Definition of core topic (if applicable)

6. Conversion-focused landing page elements

7. Anchor-linked table of contents

8. Images with core topic referenced in alt text

9. H2 tags for section headers

10. Core topic referenced throughout page

11. Links to relevant internal resources

12. Links to relevant external resources

13. Back to top button
Conversion-focused
landing page elements
Anchor-linked
table of contents
Core topic
referenced in H1 tag
Core topic
referenced in URL
Top navigation
Core topic
referenced in page title
Definition of
core topic
CONTENT PILLAR LAYOUT TIPS
Links to relevant
external resources
Links to relevant
internal resources
Images with core
topic referenced in
alt text
H2 tags for
section headers
Back to top button
Core topic referenced
throughout page
CONTENT PILLAR LAYOUT TIPS
7 STEPS TO REVERSE
ENGINEERING A CONTENT PILLAR
1. Choose a core topic

2. Identify sub topic cluster 

3. Create blog posts for needed sub topic cluster content

4. Repurpose sub topic cluster content into a downloadable offer

5. Deconstruct downloadable offer into a content pillar resource page

6. Link relevant content to content pillar resource page
7. Create a conversion path for people to access your content pillar resource page
on your website
Text analysis
solution requirement
Text
analysis tool
Text analysis
reporting requirements
Categorization
system
Categorizing
customer comments
Correct
analysis method
TEXT
ANALYSIS
Etuma inserted a link in content that was
relevant to their content pillar.
7 STEPS TO REVERSE
ENGINEERING A CONTENT PILLAR
1. Choose a core topic

2. Identify sub topic cluster 

3. Create blog posts for needed sub topic cluster content

4. Repurpose sub topic cluster content into a downloadable offer

5. Deconstruct downloadable offer into a content pillar resource page

6. Link relevant content to content pillar resource page

7. Create a conversion path for people to access your content pillar resource
page on your website
Make sure people can
easily find your
content pillar resource
page
on your website.
#unboundinbounder
Make sure people can
easily find your
content pillar resource
page
on your website.
Consider places, like:
• Top navigation
Make sure people can
easily find your
content pillar resource
page
on your website.
Consider places, like:
• Top navigation
• Dedicated section with CTA near
the top of homepage
7 STEPS TO REVERSE
ENGINEERING A CONTENT PILLAR
1. Choose a core topic

2. Identify sub topic cluster 

3. Create blog posts for needed sub topic cluster content

4. Repurpose sub topic cluster content into a downloadable offer

5. Deconstruct downloadable offer into a content pillar resource page

6. Link relevant content to content pillar resource page

7. Create a conversion path for people to access your content pillar resource page
on your website
“You've really made me
understand the whole inbound
marketing process way better!”
- Matti, Etuma
#unboundinbounder
“We are receiving about 4x leads
(if you measure by quality)
compared to before the text
analysis content pillar.”
- Matti, Etuma
#unboundinbounder
“I’ve created content pillar pages
for the three buyer’s journey
stages.”
- Matti, Etuma
#unboundinbounder
4GROWING YOUR
CONTENT PILLAR
Your content pillar is always under construction.
Maintenance, updates, and additions are needed to keep it performing at a high level.
SOURCE: FLICKR
Townsend Security is a full-service
software security provider.
Townsend Security decided to fight back by creating an ungated,
comprehensive content pillar resource page around a broad topic.
Goal: become thought leader on encryption key management.
Townsend Security allows visitors to binge their content,
educating themselves through each stage of the buyer’s journey.
How did this content
pillar perform?
Unpaid, organic traffic coming from search engines
increased 40% in less than 3 months.
March 2017 was a record-breaking month.
63%of people who visited the encryption key management
content pillar downloaded the guide.
SOURCE: TOWNSEND SECURITY#unboundinbounder
Townsend also claims the #3 listing on Google
for ‘Encryption Key Management’.


Townsend’s CEO stepped up to create
their next content pillar.
Content is becoming a business-wide initiative, not just a marketing initiative.
5WRAP UP AND CLOSE
CONTENT PILLARS
PROVIDE VALUE FOR
ANYONE CREATING
EDUCATIONAL,
ENGAGING CONTENT
#unboundinbounder
CONTENT PILLARS ARE
WIDELY USED
• Wild We Wander – lifestyle brand
• HubSpot – business growth stack
software
• Etuma – text analysis application
• Townsend Security – software security
provider
CONTENT PILLARS ARE
WIDELY USED
• Wild We Wander – lifestyle brand
• HubSpot – business growth stack
software
• Etuma – text analysis application
• Townsend Security – software security
provider
CONTENT PILLARS ARE
WIDELY USED
• Wild We Wander – lifestyle brand
• HubSpot – business growth stack
software
• Etuma – text analysis application
• Townsend Security – software security
provider
CONTENT PILLARS ARE
WIDELY USED
• Wild We Wander – lifestyle brand
• HubSpot – business growth stack
software
• Etuma – text analysis application
• Townsend Security – software security
provider
CONTENT PILLARS HELP SOLVE
CONTENT CREATION PROBLEMS
• Limited bandwidth – ability to manage short-term tasks
• Not fully committed – purposeful motivation
• Lack of a long-term content plan – accounts for long-term goals
• Don’t have a documented content process – provides a framework
• Not sure where to start with creating content – gives direction
• Unsure of how to provide a positive content experience – solves for the
searcher and the search engine
• Lack of business alignment – aligns all business departments
#unboundinbounder
Continue learning at my INBOUND Training session.
You’ll learn how to grow and promote your content pillar.
FINAL THOUGHT
THANK YOU!
SOURCE: WIKIPEDIA
#SLCHUG#SLCHUG
Thank You!
#SLCHUG#SLCHUG
Coming Soon
The Podcast
Diving deeper into HubSpot tools
and Inbound Methodology,
and User Stories & More
#SLCHUG#SLCHUG
#SLCHUG
164
Search Engine
Optimization
Blogging &
Social Media
Lead Generation
Email &
Automation
Marketing
Analytics
Lead
Management
#SLCHUG
Save The Date
The 2nd SLCHUG Workshop
Thursday, June 29, 2017
Topic: The 411 on HubSpot COS
Location is SolutionReach
Lunchtime Event
HubSpot Users Only - 60 Max

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Pillar Content Creation Workshop - SLCHUG June 1, 2017

  • 2. #SLCHUG Agenda • Welcome • Introductions & House Keeping w/ Doc • Pillar Content Creation Workshop w/ Justin • Q&A & Wrap-up
  • 3. #SLCHUG Decks Will Be Available Recap Post Coming THIS Is Being Recorded!
  • 4. #SLCHUG Cool Stuff • Welcome to the launch of SLC HUG • Our goal and charter • Volunteers encouraged
  • 7. #SLCHUG Roll Call • First Event? • HubSpot Users? • HubSpot Partner Agencies? • Awesome Guests?
  • 8. #SLCHUG Registered 150 Almost 50% Brand New. Welcome!
  • 9. #SLCHUG Our Goals For SLCHUG • Education – Inbound in general – Some HubSpot specific • Who is this for? – HubSpot Customers, Partners & Prospects – Anyone who wants to sharpen Inbound skills
  • 10. #SLCHUG Our Goals For SLCHUG • Frequency – Minimum 11 times a year – These events are for you – We are not here to sell anyone – This is a learning environment – Let’s be “inbound” and be helpful to each other
  • 11. #SLCHUG Save The Date The 2nd SLCHUG Workshop Thursday, June 29, 2017 Topic: The 411 on HubSpot COS Location is SolutionReach Lunchtime Event HubSpot Users Only - 60 Max
  • 12. #SLCHUG Save The Date The 2nd SLCHUG Workshop Thursday, June 29, 2017 Topic: The 411 on HubSpot COS Location is SolutionReach Registration Live Next Week
  • 13. #SLCHUG Save The Date The First SLCHUG Intensive Thursday, July 27, 2017 Topic TBD Location is TBD Lunchtime Event HubSpot Users Only - 8-12 Max
  • 14. #SLCHUG Save The Date Our Next Big SLCHUG Event Thursday, August 24, 2017 Topic / Location TBD Breakfast time Event All Event Dates on
 SLCHUG Home Page
  • 15. #SLCHUG#SLCHUG Want to present at an upcoming event? Form on SLCHUG site
  • 17. #SLCHUG#SLCHUG We are a SUPER HUG! • 180 HUGs worldwide in 27 Countries • We were first place in last year’s contest • Second in over-all size to San Diego • New Rules this year • Based on attendance • Let’s keep the momentum and growth going at these events • SLC wants this prize this year - Trust me!
  • 18. #SLCHUG INBOUND 2017 All Access Pass for $1,699 - $1,299 - $699 Use my code SLS-P-8UMNHK
  • 22. #SLCHUG#SLCHUG Attendance Prize for one lucky attendee from HubSpot Giving away at the end of workshop. Must be here to win.
  • 25. Pillar Content Creation Workshop Professor: Justin Champion
  • 26. TODAY’S PURPOSE To learn how to create effective content on a consistent basis.
  • 29. HAVE A QUESTION? Please don’t hesitate to raise your hand!
  • 30. You’re all equipped with a workbook, chock full of transformation activities.
  • 31. ACTIVITY TIME Total time: XX minutes 1. When you see this slide, it’s time for an activity! 2. Take advantage of the time you’ve been given. 3. It’s a great opportunity to work with your fellow attendees.
  • 32. FIND A PARTNER Total time: 2 minutes If you haven’t already, introduce yourself to a neighbor. Tell them about: • What business you’re representing • Something that’s interesting about you
  • 34. I’m a nomadic marketer. I live, play, and work full-time with my wife, Ariele, from this Airstream and truck camper. #unboundinbounder
  • 35. I’m a nomadic marketer. I live, play, and work full-time with my wife, Ariele, from this Airstream and truck camper. #unboundinbounder
  • 36. We’re traveling 7,000+ miles in 100 days. My goal is to educate and inspire people to create more effective content.
  • 37. Our journey started with our truck, George. George is a 2009 Ford f250 Super Duty work truck.
  • 38. I love stretching the value out of things. We decided to repurpose George into a storage unit, which doubles as a camper. Before After #unboundinbounder
  • 39. We wanted to help other like-minded individuals. We created an in-depth, step- by-step guide on how to convert a truck into a functional living space.
  • 40. We deconstructed our guide into an ungated, conversion-focused content resource page. This way, visitors can easily navigate the content and take it with them if they choose to do so.
  • 41. Unpaid, organic traffic coming from search engines doubled in less than 5 months. Traditional landing page for guide Converted landing page into an ungated content resource page
  • 42. Why is this relevant to today’s session?
  • 43. BY THE END OF TODAY’S TRAINING, YOU’LL HAVE: • Written a clear content mission statement • Identified a primary buyer persona for your business • Mapped the buyer’s journey for your primary buyer persona • A working topic cluster outline for a downloadable content offer • An understanding of how to build a content resource page #unboundinbounder
  • 44. TODAY’S AGENDA 1. Welcome 5 minutes 2. Content Creation Overview 20 minutes 3. Planning Your Content Pillar 25 minutes 4. BREAK! 10 minutes 5. Creating Your Content Pillar 40 minutes 6. Growing a Content Pillar 10 minutes 7. Wrap-up and Close 10 minutes TOTAL 2 HOURS
  • 48. WHILE CONTENT MARKETING COSTS 62% LESS THAN OUTBOUND MARKETING, IT GENERATES MORE THAN 3X AS MANY LEADS. SOURCE: CONTENT MARKETING INSTITUTE#unboundinbounder
  • 49. 44%of B2B and B2C content marketers have a documented content strategy. SOURCE: CONTENT MARKETING INSTITUTE#unboundinbounder
  • 50. 47%of B2B and B2C content marketers have a challenge producing engaging content. SOURCE: CONTENT MARKETING INSTITUTE#unboundinbounder
  • 51. Without a roadmap or defined process, achieving results may feel like this. SOURCE: WIKIPEDIA
  • 52. THE MOST COMMON ROADBLOCKS TO CREATING CONTENT • Limited bandwidth • Not fully committed • Lack of a long-term content plan • Don’t have a documented content process • Not sure where to start with creating content • Unsure of how to provide a positive content experience • Lack of business alignment (i.e. sales, marketing, services, etc.) #unboundinbounder
  • 53. Think of your content like a series of pillars, a stabilizing foundation for your content plan. SOURCE: WIKIPEDIA
  • 54. What is a content pillar?
  • 55. CONTENT PILLAR A broad piece of website content that’s comprised of, and connected to, a series of owned media topic clusters that cover a specific core topic in-depth. #unboundinbounder
  • 57. What is a qualified prospect? What is BANT? Qualifying leads When to disqualify? Qualification frameworks? Why disqualifying isn’t a bad thing SALES QUALIFICATION CONTENT PILLAR OVERVIEW
  • 58. What is a qualified prospect? What is BANT? Qualifying leads When to disqualify? Qualification frameworks? Why disqualifying isn’t a bad thing SALES QUALIFICATION CONTENT PILLAR OVERVIEW
  • 59.
  • 61. Visitors can easily navigate the page’s content
  • 62. Offers link to cluster page... …Which offers more content.
  • 63. 1,500+organic, non-paid website visits per month from search engines. SOURCE: HUBSPOT#unboundinbounder
  • 64. How do you create a content pillar?
  • 65. Pillar content resource page Downloadable content offer Let’s review how I helped this marketer create their business’ first ungated, conversion-focused content pillar.
  • 66. 90% OF WEBSITE VISITORS PREFER TO READ FROM A PDF AS OPPOSED TO A WEBSITE PAGE. SOURCE: HUBSPOT#unboundinbounder
  • 67. Etuma helps businesses transform unstructured text data into business decision-making information.
  • 68. BEFORE YOU START CREATING EFFECTIVE CONTENT, YOU NEED TO DETERMINE WHY YOU’RE CREATING CONTENT. #unboundinbounder
  • 69. “People don’t buy what you do, they buy why you do it.” - @SimonSinek #unboundinbounder
  • 70. WHAT IS YOUR CONTENT MISSION STATEMENT? Be sure you’re aware of what your content really stands for and how you can make a difference in your customers’ lives.  That will set the tone for your entire content strategy. #unboundinbounder
  • 71. ETUMA’S CONTENT MISSION STATEMENT We sell an application that transforms unstructured text data into business decision-making information. However, when it comes to our content strategy, it’s not about marketing our text analysis application, it’s about the idea that everyone should know that there’s an automated solution to categorize comments and detect emotions in real-time in multiple languages.
  • 72. ACTIVITY 1: CONTENT MISSION STATEMENT Total time: 3 minutes Workbook page: 4 Write down your content mission statement. We market/sell [insert your product/service]. 
 However, when it comes to our content strategy, it’s not about marketing/ selling [insert your product/service], it’s about the idea that everyone should know [insert thought leadership knowledge relevant to your product/service].
  • 75. • Gives your content a roadmap • Connects short-term content tasks to long-term content goals • Identifies opportunities and uncovers potential roadblocks • Ensures content has a purpose • Identifies cross-channel content opportunities • Creates business alignment (i.e. sales, marketing, services, etc.) REASONS TO PLAN CONTENT #unboundinbounder
  • 76. Buyer Personas The Buyer’s Journey CONTENT SHOULD SUPPORT #unboundinbounder
  • 78. BUYER PERSONA A semi-fictional representation of your ideal customers based on quantitative and qualitative analysis. #unboundinbounder
  • 79. • Background (e.g. VP of Marketing) • Demographic (e.g. between the ages of 35-40) • Identifiers (e.g. uses Google to perform research) • Goals (e.g. wants a sustainable content creation process) • Challenges (e.g. team’s bandwidth is stretched thin) BUYER PERSONA DNA #unboundinbounder
  • 80. BACKGROUND: • Customer Insights Manager or Director DEMOGRAPHICS: • Usually women; Age 30-50; University degree; lives in urban area Income: $45,000 - $60,000 IDENTIFIERS: • Technically savvy • Uses search engines to perform research GOALS: • Needs to identify what drives customer loyalty so company can increase number of loyal customers and decrease churn. • This is generally a new position, and Maggie needs to prove her value to the business. CHALLENGES: • Text data is unstructured and needs a solution to help make sense of it – categorize and sentiment detection. • Maggie receives thousands of NPS results but has no idea where change is happening, which is why she needs to analyze text data better. • Boss doesn’t understand the problem, but their budget approval is needed to bring on a solution – needs help educating and positioning need and value of platform. ETUMA’S PRIMARY BUYER PERSONA: CX MANAGER MAGGIE
  • 81. ACTIVITY 2: BUYER PERSONAS Total time: 7 minutes Workbook page: 6 Identify your business’ primary buyer persona’s DNA by listing out the following: 1. Identify your primary buyer persona’s background, demographics, identifiers, goals, and challenges. (6 minutes) 2. Create a name for your primary buyer persona. (1 minute)
  • 83. THE BUYER’S JOURNEY The active research process people go through leading up to making a purchase. #unboundinbounder
  • 84. THE BUYER’S JOURNEY PROBLEM SOLUTION PRODUCT/ SERVICE #unboundinbounder
  • 85. Problem: Maggie has a lot of unstructured text data and needs to make sense of it. CX MANAGER MAGGIE’S BUYER’S JOURNEY
  • 86. CX MANAGER MAGGIE’S BUYER’S JOURNEY Solution: There’s an automated solution to categorize comments and detect emotions in real-time in multiple languages.
  • 87. Product/Service: Free consultation of her business’ customer feedback data. CX MANAGER MAGGIE’S BUYER’S JOURNEY
  • 88. ACTIVITY 3: BUYER’S JOURNEY Total time: 6 minutes Workbook page: 9 Uncover your primary buyer persona’s buyer’s journey. 1. What problem/improvement is your primary buyer persona experiencing in the awareness stage? (2 minutes) 2. What’s the solution to the problem/improvement for your primary buyer persona? (2 minutes) 3. What decision can your primary buyer persona make based on your products or services? (2 minutes)
  • 89. Before creating content, make sure content planning materials are aligned. Content mission statement Buyer personas Buyer’s journey #unboundinbounder
  • 90. LET’S TAKE A WATER BREAK (Come back in 10 minutes)
  • 92. How do you create a content pillar?
  • 94. Retrograde Analysis: To look ahead, it pays to look backwards. #unboundinbounder
  • 95. If you’re not careful, you can get lost in the the beauty of the White Sands National Monument. READ THIS SENTENCE
  • 96. If you’re not careful, you can get lost in the the beauty of the White Sands National Monument.
  • 97. REVERSE ENGINEERING CONTENT The process of working backwards to create a valuable piece of long-form content by recycling a series of planned owned media content. #unboundinbounder
  • 98. • Create a sustainable content creation process • Connect weekly content tasks to long-term content goals • Create a pre-promotion plan for your content • Unify messaging of content across multiple channels REASONS TO REVERSE ENGINEER CONTENT #unboundinbounder
  • 99. 7 STEPS TO REVERSE ENGINEERING A CONTENT PILLAR #unboundinbounder 1. Choose a core topic 2. Identify sub topic cluster 3. Create blog posts for needed sub topic cluster content 4. Repurpose sub topic cluster content into a downloadable offer 5. Deconstruct downloadable offer into a content pillar resource page 6. Link relevant content to content pillar resource page 7. Create a conversion path for people to access your content pillar resource page on your website
  • 100. 7 STEPS TO REVERSE ENGINEERING A CONTENT PILLAR 1. Choose a core topic 2. Identify sub topic cluster 3. Create blog posts for needed sub topic cluster content 4. Repurpose sub topic cluster content into a downloadable offer 5. Deconstruct downloadable offer into a content pillar resource page 6. Link relevant content to content pillar resource page 7. Create a conversion path for people to access your content pillar resource page on your website
  • 101. Core topic should be a broad term. The term: • Is between 2-4 words in length • Is industry specific, educational • Supports product or service Core topic = text analysis #unboundinbounder
  • 103. ACTIVITY 4: PILLAR CONTENT Total time: 5 minutes Workbook page: 11 PART 1: Choose a core topic for the content pillar you want to create. 1. Identify a topic that you want to become a subject matter expert on and rank for on Google; it must be educational (awareness-stage focused) but directly supports one of your products or services. (2 minutes) 2. Perform a series of searches on Google and see what content already exists around this topic. (3 minutes) 3. Define final core topic based on research. (1 minute)
  • 104. 7 STEPS TO REVERSE ENGINEERING A CONTENT PILLAR 1. Choose a core topic 2. Identify sub topic cluster 3. Create blog posts for needed sub topic cluster content 4. Repurpose sub topic cluster content into a downloadable offer 5. Deconstruct downloadable offer into a content pillar resource page 6. Link relevant content to content pillar resource page 7. Create a conversion path for people to access your content pillar resource page on your website
  • 105. Four pages of blog content Video content on YouTube Identify current owned media that’s relevant to your core topic.
  • 106. Make a list of as many sub topics as possible that bring value to your core topic. #unboundinbounder
  • 107. Text analysis solution requirement Text analysis tool Text analysis reporting requirements Categorization system Categorizing customer comments Correct analysis method TEXT ANALYSIS
  • 108. ACTIVITY 4: PILLAR CONTENT Total time: 8 minutes Workbook page: 12 PART 2: Determine sub topic cluster content that supports core topic. 1. Search owned media channels for content you already have (i.e. website pages, blog posts, videos, etc.). (4 minutes) 2. Brainstorm content topic ideas that you don’t currently have content for that are strong enough to live on their own page but are relevant to and support your core topic. (2 minutes) 3. Select six of the strongest sub topics with which to create your initial content pillar. (2 minutes)
  • 109. 7 STEPS TO REVERSE ENGINEERING A CONTENT PILLAR 1. Choose a core topic 2. Identify sub topic cluster 3. Create blog posts for needed sub topic cluster content 4. Repurpose sub topic cluster content into a downloadable offer 5. Deconstruct downloadable offer into a content pillar resource page 6. Link relevant content to content pillar resource page 7. Create a conversion path for people to access your content pillar resource page on your website
  • 110. “Short-term actions should enable long-term success.” - @JustinRChampion #unboundinbounder
  • 111. Etuma needs content for their sub topic, categorization systems, so they created a blog post.
  • 112. 7 STEPS TO REVERSE ENGINEERING A CONTENT PILLAR 1. Choose a core topic 2. Identify sub topic cluster 3. Create blog posts for needed sub topic cluster content 4. Repurpose sub topic cluster content into a downloadable offer 5. Deconstruct downloadable offer into a content pillar resource page 6. Link relevant content to content pillar resource page 7. Create a conversion path for people to access your content pillar resource page on your website
  • 113. Assemble your downloadable content offer by repurposing your sub topic content. SOURCE: PIXABAY #unboundinbounder
  • 114. A C E djust. What needs to be added? Removed? Re-worded? ombine. How can you combine related or unrelated things to provide new value and meaning? xpand. What have you already done that you can dig deeper into—or provide a more comprehensive big picture view? REPURPOSING EXISTING CONTENT #unboundinbounder
  • 115. If you need a template, get started with one of these. Visit: https://offers.hubspot.com/ebook-templates
  • 116. Take the time to create a custom cover. 79% of people said a cover mattered in the decision-making process. SOURCE: THE BOOK SMUGGLERS #unboundinbounder
  • 117. 7 STEPS TO REVERSE ENGINEERING A CONTENT PILLAR 1. Choose a core topic 2. Identify sub topic cluster 3. Create blog posts for needed sub topic cluster content 4. Repurpose sub topic cluster content into a downloadable offer 5. Deconstruct downloadable offer into a content pillar resource page 6. Link relevant content to content pillar resource page 7. Create a conversion path for people to access your content pillar resource page on your website
  • 118. Etuma already created and formatted their text analysis content. Now it’s time to reformat it on a webpage. #unboundinbounder
  • 119. “If content is king, then design is queen.” - @LindsayRegina #unboundinbounder
  • 120. CONTENT PILLAR LAYOUT TIPS #unboundinbounder 1. Core topic referenced in page title 2. Core topic referenced in URL 3. Top navigation 4. Core topic referenced in H1 tag 5. Definition of core topic (if applicable) 6. Conversion-focused landing page elements 7. Anchor-linked table of contents 8. Images with core topic referenced in alt text 9. H2 tags for section headers 10. Core topic referenced throughout page 11. Links to relevant internal resources 12. Links to relevant external resources 13. Back to top button
  • 121. Conversion-focused landing page elements Anchor-linked table of contents Core topic referenced in H1 tag Core topic referenced in URL Top navigation Core topic referenced in page title Definition of core topic CONTENT PILLAR LAYOUT TIPS
  • 122. Links to relevant external resources Links to relevant internal resources Images with core topic referenced in alt text H2 tags for section headers Back to top button Core topic referenced throughout page CONTENT PILLAR LAYOUT TIPS
  • 123. 7 STEPS TO REVERSE ENGINEERING A CONTENT PILLAR 1. Choose a core topic 2. Identify sub topic cluster 3. Create blog posts for needed sub topic cluster content 4. Repurpose sub topic cluster content into a downloadable offer 5. Deconstruct downloadable offer into a content pillar resource page 6. Link relevant content to content pillar resource page 7. Create a conversion path for people to access your content pillar resource page on your website
  • 124. Text analysis solution requirement Text analysis tool Text analysis reporting requirements Categorization system Categorizing customer comments Correct analysis method TEXT ANALYSIS
  • 125. Etuma inserted a link in content that was relevant to their content pillar.
  • 126. 7 STEPS TO REVERSE ENGINEERING A CONTENT PILLAR 1. Choose a core topic 2. Identify sub topic cluster 3. Create blog posts for needed sub topic cluster content 4. Repurpose sub topic cluster content into a downloadable offer 5. Deconstruct downloadable offer into a content pillar resource page 6. Link relevant content to content pillar resource page 7. Create a conversion path for people to access your content pillar resource page on your website
  • 127. Make sure people can easily find your content pillar resource page on your website. #unboundinbounder
  • 128. Make sure people can easily find your content pillar resource page on your website. Consider places, like: • Top navigation
  • 129. Make sure people can easily find your content pillar resource page on your website. Consider places, like: • Top navigation • Dedicated section with CTA near the top of homepage
  • 130. 7 STEPS TO REVERSE ENGINEERING A CONTENT PILLAR 1. Choose a core topic 2. Identify sub topic cluster 3. Create blog posts for needed sub topic cluster content 4. Repurpose sub topic cluster content into a downloadable offer 5. Deconstruct downloadable offer into a content pillar resource page 6. Link relevant content to content pillar resource page 7. Create a conversion path for people to access your content pillar resource page on your website
  • 131. “You've really made me understand the whole inbound marketing process way better!” - Matti, Etuma #unboundinbounder
  • 132. “We are receiving about 4x leads (if you measure by quality) compared to before the text analysis content pillar.” - Matti, Etuma #unboundinbounder
  • 133. “I’ve created content pillar pages for the three buyer’s journey stages.” - Matti, Etuma #unboundinbounder
  • 135. Your content pillar is always under construction. Maintenance, updates, and additions are needed to keep it performing at a high level. SOURCE: FLICKR
  • 136. Townsend Security is a full-service software security provider.
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  • 138. Townsend Security decided to fight back by creating an ungated, comprehensive content pillar resource page around a broad topic. Goal: become thought leader on encryption key management.
  • 139. Townsend Security allows visitors to binge their content, educating themselves through each stage of the buyer’s journey.
  • 140. How did this content pillar perform?
  • 141. Unpaid, organic traffic coming from search engines increased 40% in less than 3 months. March 2017 was a record-breaking month.
  • 142. 63%of people who visited the encryption key management content pillar downloaded the guide. SOURCE: TOWNSEND SECURITY#unboundinbounder
  • 143. Townsend also claims the #3 listing on Google for ‘Encryption Key Management’. 

  • 144. Townsend’s CEO stepped up to create their next content pillar. Content is becoming a business-wide initiative, not just a marketing initiative.
  • 145. 5WRAP UP AND CLOSE
  • 146. CONTENT PILLARS PROVIDE VALUE FOR ANYONE CREATING EDUCATIONAL, ENGAGING CONTENT #unboundinbounder
  • 147. CONTENT PILLARS ARE WIDELY USED • Wild We Wander – lifestyle brand • HubSpot – business growth stack software • Etuma – text analysis application • Townsend Security – software security provider
  • 148. CONTENT PILLARS ARE WIDELY USED • Wild We Wander – lifestyle brand • HubSpot – business growth stack software • Etuma – text analysis application • Townsend Security – software security provider
  • 149. CONTENT PILLARS ARE WIDELY USED • Wild We Wander – lifestyle brand • HubSpot – business growth stack software • Etuma – text analysis application • Townsend Security – software security provider
  • 150. CONTENT PILLARS ARE WIDELY USED • Wild We Wander – lifestyle brand • HubSpot – business growth stack software • Etuma – text analysis application • Townsend Security – software security provider
  • 151. CONTENT PILLARS HELP SOLVE CONTENT CREATION PROBLEMS • Limited bandwidth – ability to manage short-term tasks • Not fully committed – purposeful motivation • Lack of a long-term content plan – accounts for long-term goals • Don’t have a documented content process – provides a framework • Not sure where to start with creating content – gives direction • Unsure of how to provide a positive content experience – solves for the searcher and the search engine • Lack of business alignment – aligns all business departments #unboundinbounder
  • 152. Continue learning at my INBOUND Training session. You’ll learn how to grow and promote your content pillar.
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  • 162. #SLCHUG#SLCHUG Coming Soon The Podcast Diving deeper into HubSpot tools and Inbound Methodology, and User Stories & More
  • 164. #SLCHUG 164 Search Engine Optimization Blogging & Social Media Lead Generation Email & Automation Marketing Analytics Lead Management
  • 165. #SLCHUG Save The Date The 2nd SLCHUG Workshop Thursday, June 29, 2017 Topic: The 411 on HubSpot COS Location is SolutionReach Lunchtime Event HubSpot Users Only - 60 Max