Top 5 Content Marketing Trends - ad:tech Australia

@ryanbonnici | #adtechANZ | @hubspot

TOP 5 CONTENTMARKETINGTRENDS

From:


I’m @ryanbonniciThis is #adtechANZ

Hi!


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.

1.



Take a screenshot

Tweet screenshot +hashtag: #adtechANZ

2.

1.

@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.


Leads

MQLs

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.


Leads

MQLs

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.


Leads

MQLs

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