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Tom Moin
INBOUND MARKETING SPECIALIST APAC, HubSpot
AGENDA.1. THEN AND NOW IN MARKETING.2. CONTENT MARKETING VS INBOUND MARKETING.3. STATE OF CONTENT MARKETING GLOBALLY.4. CONTENT MARKETING FUNDAMENTALS5. STATE OF CONTENT MARKETING NEW ZEALAND?
THEN Brands were in control. Buyers were constantly bombarded with billboards, commercials, and cold calls trying to sell them a product.
NOW
The customer is in control. Buyers are tuning out loud, interruptive advertising and consuming information online.
The old
86% skip
TV ads91%
unsubscribefrom email
200Mon the
Do Not Call list44%
of direct mail is never opened
BROKEN.playbook is
At its core, inbound is about building
relationships with your audience by providing
them with value.
INBOUND MARKETING VS
CONTENT MARKETING
?
RELATIONSHIP BETWEEN CONTENT MARKETING AND INBOUND MARKETING BY DEPARTMENT.
Inbound Marketing = Content + Context
Inbound Marketing = Content + Context
Deliver the right content to the right person at the right time.
EXAMPLE TEMPLATE & HUBSPOT REFERENCES FOR SPEAKERS.
GOOGLE TRENDS SEARCH: INBOUND MARKETING VS. CONTENT MARKETING .
91%Of marketers say they use content in their marketing
42% say they are
effective at it.
...but only
THAT’S GREAT, TOM.
BUT,
HOW DO I START?
RECIPE for success
PERSONAS:Your secret ingredient for effective lead nurturing.
ingredient one:
Marketer Mary
Business Size: 25-2000 employeesJob Title: VP, Director, Manager
Goals:• Generate leads and support sales with collateral• Manage company communications• Build awareness for the company
Challenges:• Too much to do! Mary is a busy lady.• Not sure how to get there. • Marketing tool and channel chaotic and disorganized.
Measuring Success:• Traffic, Leads, Registrants• Boss's Gut Check• Campaign Effectiveness
WHY MARY LOVES HUBSPOT:Learn Inbound Marketing
Easy to use tools that make her life easierEasier reporting to sales and CEO
THE BUYER’S JOURNEY
ingredient two:
Map content to the
Buyer’s Journey
Ingredient three:
Content Type Relevan
t
User BehaviorResearch Needs
BUYINGCYCLESTAGE
Keywords &
Topics& format
WHERE IS THE CONTENT MOVEMENT
CURRENTLY?
EXAMPLE TEMPLATE & HUBSPOT REFERENCES FOR SPEAKERS.
INBOUND MARKETING TRENDS BY GEOGRAPHY.
WHY BLOG?13X BETTER CHANCE OF POSITIVE ROI, THAT’S WHY
WHO CREATES CONTENT BY ROI.GUESTS, FREELANCES KEY TO ROI IMPROVEMENT
WHO CREATES CONTENT EMPLOYEE COUNT.SMALLER COMPANIES ARE MORE LIKELY TO CREATE CONTENT INTERNALLY
STATE OF CONTENT MARKETING
IN NEW ZEALAND?
HELP US FIND OUT!
At HubSpot, we are on a mission to make the world more inbound by empowering businesses to connect with their audience in a meaningful way.