In this class, Jay Acunzo of HubSpot will "demystify content." Learn how to hone in on the right content strategy for your company. (Spoiler alert: it needs to be all about people.) Through workshops and examples, you'll practice blending the art and science of content-creation to make your publishing process easy, simple, and effective.

1. presents
Content 101: How to Create
Content People Actually Care About
JAY ACUNZO
@Jay_zo

2. Jay Acunzo
Jay Acunzo is Director of Platform
and Community at Next View
Ventures and was previously the
head of content production &
strategy at HubSpot. He’s a former
Googler and co-founder of Boston
Content, a community of 300 local
content producers and marketers.
Some say he’s sarcastic. Others
say that’s accurate.

3. Seriously, How Do I
actually execute
Content Marketing?
JAY ACUNZO | @JAY_ZO

4. Jay Acunzo | @Jay_zo
(BosContent.com)

5. Agenda:
• Why Content?
• How to Execute
– Revealing Patterns
– Lean on Three Things
– Visual Playbook
• Resources
• Q&A
(More)
!
(Less)
Outcome:

6. A Story…

7. A Story…
Sit through THIS,
sucker!

8. @Jay_zo
Make Stuff
People Want
Make People
Want Stuff
Modern Marketing:
(via Smithery.co)

9. Why
Content?
(ASIDE FROM THE BUZZ DU JOUR)

10. To be a great modern
marketer is to accept
1 simple truth:
@Jay_zo

11. To be a great modern
marketer is to accept
1 simple truth:
Consumers have
all the power.
@Jay_zo

12. To be a great modern
marketer is to accept
1 simple truth:
Consumers have
all the power. Period.
@Jay_zo

13. Three Causes
@Jay_zo
Media

15. @Jay_zo
Make Stuff
People Want
Make People
Want Stuff
Modern Marketing:
(via Smithery.co)

16. How to
Execute
(OR, “HELP! HELP! MY BOSS WANTS ME TO,
LIKE, WRITE STUFF NOW!”)

17. @Jay_zo
At HubSpot…
• 5-8 blog posts/day
• 4-6 premium resources/month
• 1.5M views, 250K subscribers
• 50K monthly leads

18. Title and Content Layout with List
• Add your first bullet point here
• Add your second bullet point here
• Add your third bullet point here
@Jay_zo
Holy Scale, Batman!

19. @Jay_zo
Process, Infrastructure, & Foundation

20. How to Execute:
2 Revealing Patterns

21. @Jay_zo
Pattern 1:
vs.

22. @Jay_zo
Pattern 1:
vs.

23. @Jay_zo
Pattern 1:
vs.

24. @Jay_zo
Pattern 1:
vs.

25. !25
Most views when it launches
Pattern 2: Helpful vs. “Thought Leadership”
Crashes over time, but not to zero
@Jay_zo

26. !26
Most views upon launch
Pattern 2: Helpful vs. “Thought Leadership”
Crashes to
zero
Unpredictable
traffic
@Jay_zo

27. !27
Pattern 2: Helpful vs. “Thought Leadership”
Grow this by
building inventory.
@Jay_zo

28. !28
Pattern 2: Helpful vs. “Thought Leadership”
(Boosted by old
posts and inventory
of helpful content.)
@Jay_zo

29. On HubSpot’s Blog
• 70% of traffic from posts older than 1 month
• 50% of top 10 most viewed monthly posts older than 1 month
Huge inventory.
Huge ROI.
@Jay_zo

30. How to Execute:
Lean on 3 Things
PEOPLE | PERSONAS | PROCESS

31. @Jay_zo
1. People (Not HubSpotter.)
(PhotoBomber.)

32. Why Do YOU
Create Content?

33. @Jay_zo
2. Personas
[name][demographic][goals]
Fictional representations of your
ideal customers based on real data
about demographics and behavior,
along with educated speculation
about their personal histories,
motivations, and concerns.

34. @Jay_zo
“Create content for
marketers.”
“Create content for
Mary.”
?

35. Who Is YOUR Persona?
- 3 words to describe them
- 3 problems they face
- 3 adjectives for subsequent content

36. @Jay_zo
2. Process

37. @Jay_zo
2. Process

38. @Jay_zo
2. Process

39. What’s This Process
Actually Look Like?

40. Goal
Planning
Productio
n
Analysis
Distributi
on
3. Process
Content Team Workflow
@Jay_zo

41. Goal
Planning
Productio
n
Analysis
Distributi
on
3. Process
Content Team Workflow STOP! Get These First…
• Personas
• Visual workflow tool (my
favorite: Trello)
• Editorial calendar
(spreadsheet or Google
Calendar)
• Idea pipeline (Trello or
Evernote)
• Match metrics to content @Jay_zo

42. 3. Process
Core Content
Blog +
“Atomize”
Email +
Social
Paid &
Partner
Promotio
n
Audience
Outposts
Campaign Playbook
@Jay_zo

43. 3. Process
Core Content
Blog +
“Atomize”
Email +
Social
Paid
Promotio
n
Partners
+
Outposts
Campaign Playbook
@Jay_zo
Turning This Wheel…
• Core content first
• Blogging as distribution
• Email lists nurture, but
also GROW reach
• Outposts = organic
audience acquisition
• Paid: Taboola, Outbrain,
etc.

44. Goal
Planning
Productio
n
Analysis
Distributi
on
3. Process
Core Content
Blog +
“Atomize”
Email +
Social
Paid &
Partner
Promotio
n
Audience
Outposts
Content Team Workflow Campaign Playbook

45. @Jay_zo
Recap

46. Thank You! Questions?
Free Resources
• Boston Content
(boscontent.com)
• Buyer Persona Template
(tiny.cc/persona)
• Editorial Calendar Template
(tiny.cc/edcal)
Reading
• Content Rules (old but good)
• Crap! The Content Deluge
• The Elements of Content
Strategy
• John Cleese on Creativity
(YouTube search)
• The Accidental Creative

47. Course Title
Course Title
INSTRUCTOR NAME