Content Marketing for Inbound Lead Generation

Jeanne HopkinsDirector of Marketing @ HubSpot

I‟m Jeanne Hopkins.Nice to meet you.

@jeannehopkins700,000InboundLeads

126,000Twitter

Followers

Top 10Blog

5,000Customers

3.7 millionFree

Users1,500,000Slideshare

Views

IT‟S TIME TO RETHINK MARKETING

Inbound

marketing is a

fundamental shift

in how we relate

to potential

customers

RECYCLE/TRASH

SAY„DO NOT CALL‟

SKIP ADS

UNSUBSCRIBE

Stop pushing

advertising messages

in the hopes that one

will get through

Start attracting leads

through relevant, useful,

easy-to-find content

when they need it

Stop forcing

leads through

your decision

process

Start responding to how they

make decisions – adapt to

their interests and timeline.

Readiness

to buy…

VSPUSH

PAID

RENT

INTERRUPT

INVENTORY

PULL

EARNED

OWN

ATTRACT

ASSET

Make

marketing

people love

Social Media

Marketing

Search Engine

Marketing

Content

Marketing

Conversion Marketing

Lead Nurturing

Sales Support

Lessons from

3,706,342

companies

Content

Search

Social

Mobile

1

2

3

4

CONTENT1

Publish vs. Advertise

People ignore ads.

0.2% Click Through Rate

Be the content, not the

ads around the content.

Publish Everything

Blog

Podcast

Videos

Photos

Presentations

eBooks

News Releases

55%more website visitors

for companies that blog.

Tips for Content

• Talk about the industry, not yourself

• Use lots of different media

SEARCH2

Context Authority+

3

2

On-Page SEO Essentials

Page Title1

Headings

& Content

Description

Authority is

determined

by links

Source: SEOMoz.org

7 Links=

Top 15%of all web pages

Blogs attract

97%more links

Most

Linked-To

Words

Where is Search Going?

Where is search going?

ContextLink

Authority+SocialProof+

The “Like” is

replacing

the “Link”

3

Use keywords your buyers use

2 Focus on great content more than technical tweaks

3 Train all content creators on SEO basics

Help Me Help You4

1Tips for Search

SOCIAL3

% Companies Acquiring

Customers via Social Channels

57% 48% 57% 42%

Content Makes You Interesting

Image credit: netzkobold

Good content gets shared MORE!

3

Build reach using all your assets

2 Content is what makes you interesting in social media

3 Make it easy for users to share your content

Push the limits to get remarkable content4

1Tips for Social

MOBILE4

86% of C-level execs have a smartphone

The majoritysay it is their

primary communication

tool

Is your website mobile-optimized?

Is your email mobile-optimized?

Is your email mobile-optimized?

3

Avoid images, tables, columns

2 Formatted text is your friend

3 Use text (not images) for links

Test yours at Website.Grader.com and Email.Grader.com4

1Tips for Mobile

Content

Search

Social

Mobile

Summary

Jeanne Hopkinstwitter.com/jeannehopkins

linkedin.com/in/jeannehopkinsjhopkins@hubspot.com

www.HubSpot.com

THANKYOU