Inbound Marketing Workshop

Content Strategy

Define your persona:

• What are their challenges & aspirations?

• How do they consume information?

• What is important to them?

How do you get online audiences to choose your site, blog & ultimately buy your product or service? By knowing your audience or persona, giving them remarkable content, taking chances, bringing value to their lives and giving them a reason to convert.

Define offers that resonate at each stage

SUSPECT: Browsing, Attract Me

PROSPECT: Learning More

LEAD: Interested

Define your persona here:

Brainstorm to identify blog posts & different content offers or ‘Calls to Action’ that would entice your audience to convert.

• What FAQs do you ALWAYS have to answer?

• What unique situation have you solved, tell a story.

• What new technique can you simplify for ‘mere mortals’?

1) Suspect – What Free Content Can Attract Browsers?

List 4-5 blog or video ideas here:

PAIN _____________________________

ROLE___________________ GOALS____________________________

DEMO__________________ INFLUENCERS______________________

Inbound Marketing Workshop

BONUS: What did your group learn & debate about?

Questions: Kirsten @kirstenpetra

• Would your audience subscribe to a newsletter or blog?

• Deliver value in less than a 10-page eBook or 30 min webinar.

2) Prospect – What Content is worth an email address?

List 2-3 mid-weight content ideas here:

• What would make someone give you their phone number or their unique pain point?

• Content should have real meat & takeaways.

3) Lead – What robust content, tool or assessment can you

offer in exchange for more detailed qualifying questions?

List 2-3 content types & title ideas here:

Congratulations – you’ve just built your first 2-3 months worth of content ideas. Next: Try these out in your online marketing campaigns!

http://www.hubspot.com/free-trial-uk/