Inbound Marketing: How Content is Your Secret Weapon #contentisrael15

Inbound Marketing: How Content is Your Secret Weapon

Content Israel Summit // 1st December 2015

@hubspot // @matthewbarby

Here I am.

1  Global Head of Growth & SEO at HubSpot.

2  Lecturer for the Digital Marketing Institute.

3  Award-winning blogger.

4  Worked with brands around the world to

acquire new customers.


@hubspot // @matthewbarby http://www.hubspot.com/products/inbound-marketing/

How do your customers buy today?


It all starts with a need…



65% of European consumers do research online before purchasing.

@hubspot // @matthewbarby Source: eConsultancy Digital Marketing Trends


33% of social network users agree that they trust what they read and see on sites like Facebook.

@hubspot // @matthewbarby Source: eConsultancy Digital Marketing Trends

Your buyer likes to educate themselves rather than speak to

sales people.


60% of the sales cycle is over before a buyer talks to your salesperson…

@hubspot // @matthewbarby Source: Corporate Executive Board

…and they convert when they are ready.


The buyer is in control and they’re more educated than ever

before.


You need to be there when they want, where they want and with

what they want.


Inbound Marketing = Content + Context


Volume of website content vs leads generated

@hubspot // @matthewbarby http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses

Volume of blog content vs leads generated

@hubspot // @matthewbarby http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses

You need to think like a media company.


That said, it’s not all about volume…



“46% of our monthly blog leads came from just 30 posts (out of over 6,000)!”


My 8-Step Process


1 Define your buyer persona(s)


Marketing Mary •  Professional marketer (VP, Director, Manager) •  Mid-sized company (25-200 employees) •  Small marketing team (1-5 people) •  BComm (BU), MBA (Babson) •  42, Married, 2 Kids (10 and 6) 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

Loves HubSpot because: •  Easy to use tools that make her life easier •  Learn inbound marketing best practices •  Easier reporting to sales and CEO


2 Map out the interests and problems facing each of your personas


Quora


Online Communities


Form Fields


Speak to your sales team!


3 Group interests and problems into broad topic groups



4 Perform keyword research across topic clusters



Break down your keyword research into head and long-tail

phrases.


Head Keyword: usually a maximum of two words in length but usually one, and will be very broad, for example, “dress” or “red dress”.


Long-Tail Keyword: much more specific and usually a minimum of three words in length. It expands further on the body keyword and generally is searched for less, for example, “where to buy a red dress”.


Here’s an example…


Topic: Men’s Health


Head Term: Workout Routines


(49,500 monthly searches)

Long Tail Term: Best Ab Workouts for Men


(1,000 monthly searches)

5 Group your keywords into topic clusters



6 Develop content ideas based on the keywords.


BuzzSumo

@hubspot // @matthewbarby http://buzzsumo.com/

Ruzzit

@hubspot // @matthewbarby http://www.ruzzit.com/

HubSpot Blog Topic Generator

@hubspot // @matthewbarby http://www.hubspot.com/blog-topic-generator

7 Validate your ideas


Reddit (ask your audience)


Analyse the SERPs


8 Align your content with a CTA


High-conversion landing pages


This stuff really works…




“92% of our monthly blog leads came from posts published in the previous month or earlier.”

It doesn’t stop there.


