#inbound2013

Making "Boring Industry" Content Work For Your Business“Boring” Content Can Still Kick Ass

Dan Moyle | @danmoyle

Why me?

Why me?

Why me?

Our key component in our marketing is education. We’re not looking for “viral” or “sexy.” We educate home buyers in order to develop relationships.

1 Why do we think we’re boring?

2 Shift focus: Journalism

3 Where does the content begin?

4 Is it working?

WHY DO WE THINK WE’RE BORING?

Why do we think we’re boring?

Why do we think we’re boring?

Why do we think we’re boring?Exciting vs helpful

Useful vs Sexy

You know who cares? Warm leads!

Why do we think we’re boring?Who cares? Warm leads!

A warm lead is a much more cost effective way to market:Inbound costs 61% less per lead than disruptive marketing

Source: HubSpot

Have a personality: Zombie home buyers

Beyond the boring

Screw “sexy.” Be helpful.

Beyond the boring

2 SHIFT FOCUS TO “JOURNALISM”

SHIFT FOCUS: JOURNALISM

• Engaging stories

• Solve those problems

• Gain trust, gain evangelists

Shift focus: Journalism

Use Engaging Stories

Source: hubspot.com

Use Data to Measure & Improve

Tell the story of buying a first house: most popular article in views, conversions, links

Solve Those Problems

When I have a problem, I should find you.

Gain Trust, Evangelists

• Using facts and stories rather than flash and flair builds trust.

• Trust builds relationships. • Great evangelists come from

great relationships.

WHAT IS A KEYWORD?

JOURNALISM: 101Who | What | Why | When | Where

Jimmy Olsen

How (Do I solve my problem with your service/product/company?)

3 WHERE DOES THE CONTENT BEGIN?

1 Content begins with the customer– Ask your sales team– Answer all questions

WHERE DOES THE CONTENT BEGIN?

Where does the content begin?

Customer Questions:• How do I ….

• How much does …

• Why is …

• Where do I find …

• Why can’t I …

• This vs That / This or That

• Who do we ask for the answers?

1 Content begins with the customer– Ask your sales team– Answer all questions

2 Check the headlines– Current events in the world–What’s going on in your client’s lives?

WHERE DOES THE CONTENT BEGIN?

Where does the content begin?

Current events: Tie them to your industry/product or service

What’s going on in your client’s life? (Relevancy)What’s going on in your industry?

Newsjacking helps by maintaining relevancy.

Newsjacking helps keep your boring industry interesting.

Newsjacking is fun to do as a content creator.

Evergreen Content

http://upload.wikimedia.org/wikipedia/commons/f/ff/Hawk_Flying_by_Pine_Tree.jpg

Content That Lives On

Every question a customer has asked, another one will ask. It’s not boring if it’s helpful.

Where does the content begin?

3 Places to “Find” Content

1) Customers & Sales Team

2) Current Events – Google News

3) Cross Relevancy – zombies, Firefly, cool cars, sports

4 IS IT WORKING?

Is it working?Find out what’s workingFind out what’s not workingTest. Test. Test.

Tools to Measure Success

Tools: Page performance

Tools: emailMeasure delivers, clicks

Metrics That Matter

Test. Test. Test.Test everything: CTAs, social media and more

Final ThoughtsScrew sexy. Be helpful.

Tell a story.

Test. Test. Test.

#inbound2013

THIS IS HOW WE CHANGE THE GAME

@danmoyle@amerifirst

bit.ly/inbound2013DM

#INBOUND13

QUESTIONS?