Top 5 Content Marketing Trends - ad:tech Australia

@ryanbonnici | #adtechANZ | @hubspot

TOP 5 CONTENTMARKETINGTRENDS

I’m @ryanbonniciThis is #adtechANZ

My mission:

Help you increase your probability of breakthrough contentmarketing success.

VSOUTBOUNDMARKETING

INBOUNDMARKETING

THEN • Advertisers had all the control.

• Consumers were bombardedwith ads & pamphlets tryingto sell them many products.

• While they didn’t like this, it was all they had.

NOW • The buyer is in control

and has much more power.

• With all the tools at theirdisposal to do their own research, they’re able to maketheir own decision on your product / service without you.

BROKENThe old playbook is

are on do not call lists

direct mail isnever opened

unsubscribefrom email

skip TV ads

48%20%91%83%

The biggest problem with advertising is that it fight’s

for people’s attention by interrupting them.

-SETH GODIN (1998!)

MASSIVEmarketing budget

Your well heeled competitor has a

BE ABLE TO SIMPLYOUTSPEND THEM…

So, while you may not

YOU CAN ALWAYSOUTSMART THEM!

ATTRA TINGATTENTIONis cheaper than renting it

All-in-one inbound marketingand sales software.

We attract 6M+ marketers per month through content.

What do all marketers really want to know?HOW GOOD IS

MY WEBSITE?

Open web app

website.grader.com2.

Take a screenshot

Tweet screenshot +hashtag: #adtechANZ

@ryanbonnici | #adtechANZ | @hubspot@ryanbonnici | #adtechANZ | @hubspot

Who had the best website?

That was an example of a

FREE TOOL FOR B2B

Convert leads with interactive content

Close customers with automation

Attract visitors with blog and website

Convert leads with interactive content

Close customers with automation

Attract visitors with blog & site content

5 KEY TRENDS

Attraction3.0

Personalisedcontent

Optimise forconversion

Createutility

Hack tools+ data

Attraction3.0

Personalisedcontent

Createutility

Hack tools+ data

KEY TREND #1

Who exactlyare you creating content for?

Create aBuyer Persona based on your IDEAL CUSTOMER

makemypersona.com

Demographics• Mid-sized company (25-200 employees) • Marketing team of 2-5 people • Undergrad Degree • 30, Married, 1 Child

Goals • Support sales with collateral and leads • Manage company communications • Build awareness

Challenges • Too much to do • Not sure how to get there • Marketing tool and channel mess

MARKETINGMARY

YOURBUYERPERSONAINFORMSYOURSTRATEGY:

Place Time

Content

YOU DON’T DETERMINE WHAT QUALITY CONTENT IS,

YOUR AUDIENCE DOES.

In other words,

COMPELLING?What makes your content

UniquenessTimelinessRelevanceValue

How do you decidewhat content to create?

GOOGLE TRENDS

GOOGLE ALERTS

BUZZSUMO

Buyer Persona Lifecycle Stage

CORPORATECATHY

Visitor Prospect Lead MQL Opportunity Customer

MARKETINGMARY

OWNEROLLIE

Personalisedcontent

Attraction3.0

Createutility

Hack tools+ data

KEY TREND #2

PERSONALISATION IN THE WORLD OF EMAIL MARKETING

We’re all familiar withList Segmentation

Dynamic Subject Line

Dynamic Body Copy

Dynamic CTA

Why? It works!

Click through rates: 14%+ Conversion rates: 10%+

IS EMAIL PERSONALISATIONTHE BEST WE CAN DO?

But it’s 2016.

1 Gather informationacross all touch points.

Form data helps us build personas. It’s the key to contextual marketing.

But we need to build on what we know.

Gather explicit data via forms

Demographic DataFirst & Last Name

Email & PhoneRole & Department

Company & IndustryEmployees / TeamChallenges / Goals

Geographic location

Such as demographic data

What people do when they’re on your site, landing pages, email.

Leverage this to personalise all aspects of our marketing.

Gather implicit data via behaviour

Behavioural DataBlog articles readForms completedContent downloadedWebsite visitsEmails openedSocial media actionsVideos watched

Such as behavioural data on your site

What they are interested in

Behavioural DataBlog articles readForms completedContent downloadedWebsite visitsEmails openedSocial media actionsVideos watched

Who they are

Demographic DataName

Email & PhoneRole & Department

Company & IndustryEmployees / TeamChallenges / Goals

Geographic location

Build a 360° view of every contact

2 Personalise experience across every interaction.

PersonaDriven

Everything is persona driven

Personalised Web Content

Increase CVR with contextual

information

Personalised Web Content

CTAs based on next best offer

PersonalisedLead Nurturing

Detailed workflow and interactions

PersonalisedLanding Pages

Smart content: name, company, and much more!

Personalised Social Media Monitoring

Streams give context to responses

THE PEOPLE WE DON’T KNOW YET?

But what about

Personalisedcontent

Attraction3.0

Createutility

Hack tools+ data

KEY TREND #3

LETS START WITH AN EXAMPLE

100,000

Jan 25 Feb 9 Feb 24 Mar 11Jan 9

200,000

LEADS AND CUSTOMERSPUT FOOD ON THE TABLE.

Traffic feels good.

Subscribers

HOWDO YOUCONVERTTRAFFIC?

What you wantTo establish a relationshipand open communication.

For blog subscribers youwant email address andfirst name.

OPT-INBUTTON • Add a subscribe

form to your blog.

EXIT POPUP • Add a subscribe

form to your blog.

Subscribers

HOWDO YOUCONVERTLEADS?

What you wantTo get data about the person to further refine your communication and begin to identify if they are a fit.

For leads you may want company name, job title, employee size.

Ensure you have a relevant CALL-TO-ACTION

Ensure that call-to-action is on aRELEVANT LANDING PAGE

Optimise yourLANDING PAGES

HEADER • Company logo • Phone number • No navigation

TITLE • Say what it is • Begin with hook • Don’t use fluff

SUBTITLE • Include benefit • Personalise

COPY • Avoid long copy • Use bullet points • Bold key points

IMAGE • Always include

an image • Make it vibrant • Mobile-optimise

FORM • Begin with CTA • Right # of fields • Actionable button • Privacy policy

*150% increase in lead quality with form verification.

Subscribers

HOWDO YOUCONVERTMQLS?

What you wantA potential customer to signal they want to begin a sales conversation.

Filling out a contact sales form, demo, or starting a free trial.

USE EMAIL • Compelling Subject Line

• Sender Name

• Personalised Copy

• Call-To-Action

• Image

• Unsubscribe Link

Don’t stop at theLANDING PAGE

Create a secondary call-to-action on yourTHANK YOU PAGE

REVERSE- ENGINEERYOURFUNNEL

30% Conversion Rate6,000 - Subscribers

2,400 - Leads

1,800 - MQLs

Visitors: 20,000

40% Subscriber-to-Lead

45% Lead-to-MQL

Customers: 162 15% MQL-to-Customer

162CUSTOMERSrequires20,000VISITS

Createutility

Personalisedcontent

Attraction3.0

Hack tools+ data

KEY TREND #4

Create free tools your buyer persona will find useful.

THEY ARE CONTENTTOO!

website.grader.com • Freemium hack

• Instead of giving away a part of the solution, give away a toolthat diagnoses the problem.

• 60K leads from this / year

unsplash.com • Built by Crew - a website that

connects freelancers with projects to be done.

• Started as a small side project.

• Today it receives 11 million unique users per month

OTHER EXAMPLES

Law - Draft Contract Generator

Housing - Price Approximator

Retail - Try-On Virtual Reality

Banking - Mortgage Calculators

Hack tools+ data

Createutility

Personalisedcontent

Attraction3.0

KEY TREND #5

Use Snip.ly and steal borrow OTHER PEOPLE’S CONTENT

CONTENT THEFT FAQ • Use BuzzSumo & find great content

• Wrap link in your Snip.ly shortener

• Share the link with your own CTA

• Generate traffic back to your site

• AB test different links and headlines

Schedule social updateswhen your followers are

THE MOST ACTIVE

Finding emailaddresses hasnever beenSO EASY

Have news worthy content?

HEY PRESS!

1. Attraction 3.0

2. Personalised content

3. Optimise for conversion

4. Create utility

5. Hack tools + data

PULL IT ALLTOGETHER

THANKS#ADTECHANZ

PS: I really love opendiscussion and debate.

Tweet me @ryanbonnici

Top 5 Content Marketing Trends - ad:tech Australia

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