11. Besides, How will we stand out?
● 60% of marketers say blog content creation is their top
inbound marketing priority (Hubspot, 2016)
● 67% more leads generated by B2B marketers that use
blogs vs those who do not (Hubspot, 2015)
● 97%more likely to get link backs vs those who don’t blog
(Hubspot, 2015)
12. How Will You Stand Out?
● 60% of marketers say blog content creation is their top
inbound marketing priority (Hubspot, 2016)
● 67% more leads generated by B2B marketers that use
blogs than those who do not (Hubspot, 2015)
● 97%more likely to get link backs (Hubspot, 2015)
13. How Will You Stand Out?
● 60% of marketers say blog content creation is their top
inbound marketing priority (Hubspot, 2016)
● 67% more leads generated by B2B marketers that use
blogs than those who do not (Hubspot, 2015)
● 97%more likely to get link backs (Hubspot, 2015)
20. 1. Grow your Distribution: Give your content the distribution
that it deserves by joining forces with other brands/individuals.
Benefits:
21. 1. Grow your Distribution: Give your content the distribution
that it deserves by joining forces with other brands/individuals.
2. Crowdsource content ideas: Design content with others
that is engineered for WOM and more virality
Benefits:
22. 1. Grow your Distribution: Give your content the distribution
that it deserves by joining forces with other brands/individuals.
2. Crowdsource content ideas: Design content with others
that is engineered for WOM and more virality
3. Scale Robustly: Ship more content without compromising on
quality
Benefits:
29. Spotlight Content: Definition
○ Feature your target customer in a way that makes them want
to tell a friend
○ Interview, Spotlight series
30. Spotlight Content: Definition
○ Feature your target customer in a way that makes them want
to tell a friend
○ Interview, Spotlight series
○ Every post has 2 CTAs at the end:
● Share your story
● Become like them
○ Track through your Hubspot portal
31. Spotlight Content: Benefits
○ Leverage their social reach
○ Receive their personal recommendation
○ Position yourself as an SME
○ Save time while creating high value content
35. Spotlight Content: How to Apply
1. Give it a name
● [topic/brand/series]
2. Decide on the people
Shortlist 20 people that have...
● A common similarity (your persona / your persona admires)
● Strong reach on the social channels that matter
● Bonus: Strong influencer/leadership
3. Map out implementation
● Distribution + Tracking URLs
● Length + Frequency
● Hubspot CTAs
38. Co-Marketing: Definition
○ Create content for someone else in exchange for their
audience
○ Give them an opportunity to add value to their own audience
minus the effort
○ Hosted on your own Hubspot landing page
39. Co-Marketing: Benefits
○ Tap into a large existing audience of an adjacent brand
○ Compound both of your social media reach to generate more
distribution
○ Associate with their existing brand values and image
44. Co-Marketing: How to Apply
1. Identify suitable partner
● Aligned with your brand
● Large audience
● Influential
2. Nurture relationship and reach out
● Engage with the brands on social
● Engage offline with key contacts (events)
● Connect on LinkedIn and discuss
3. Brainstorm
● Set the goal for your joined audience
● Set expectations
● Decide content offer would be relevant to you both
4. Execute & Report
54. Topic Clusters: Benefits
○ Position yourself as a SME
○ Drive more traffic and increase SERPs and authority
○ Reach out to experts to help write your cluster content
56. Topic Clusters: How to Apply
1. Map out 5-10 of the core problems that your buyer persona has
(use surveys, run interviews, and do some secondary research within online
communities).
2. Group each of the problems into broad topic areas.
57. Topic Clusters: How to Apply
1. Map out 5-10 of the core problems that your buyer persona has
(use surveys, run interviews, and do some secondary research within online
communities).
2. Group each of the problems into broad topic areas.
3. Build out each of the core topics with subtopics using keyword
research.
4. Draw out content ideas and influencers that can write them that align
with each of the core topics and corresponding subtopics.
5. Create, measure, and refine.