Inbound Marketing: How Content is
Your Secret Weapon Content Israel Summit // 1st December 2015 @hubspot // @matthewbarby

Here I am. 1 Global
Head of Growth & SEO at HubSpot. 2 Lecturer for the Digital Marketing Institute. 3 Award-winning blogger. 4 Worked with brands around the world to acquire new customers. @hubspot // @matthewbarby

@hubspot // @matthewbarby http://www.hubspot.com/products/inbound-marketing/

How do your customers buy
today? @hubspot // @matthewbarby

It all starts with a
need… @hubspot // @matthewbarby

@hubspot // @matthewbarby

65% of European consumers do
research online before purchasing. @hubspot // @matthewbarby Source: eConsultancy Digital Marketing Trends

@hubspot // @matthewbarby

33% of social network users
agree that they trust what they read and see on sites like Facebook. @hubspot // @matthewbarby Source: eConsultancy Digital Marketing Trends

Your buyer likes to educate
themselves rather than speak to sales people. @hubspot // @matthewbarby

60% of the sales cycle
is over before a buyer talks to your salesperson… @hubspot // @matthewbarby Source: Corporate Executive Board

…and they convert when they
are ready. @hubspot // @matthewbarby

The buyer is in control
and they’re more educated than ever before. @hubspot // @matthewbarby

You need to be there
when they want, where they want and with what they want. @hubspot // @matthewbarby

Inbound Marketing = Content +
Context @hubspot // @matthewbarby

Volume of website content vs
leads generated @hubspot // @matthewbarby http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses

Volume of blog content vs
leads generated @hubspot // @matthewbarby http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses

You need to think like
a media company. @hubspot // @matthewbarby

That said, it’s not all
about volume… @hubspot // @matthewbarby

@hubspot // @matthewbarby “46% of
our monthly blog leads came from just 30 posts (out of over 6,000)!”

@hubspot // @matthewbarby

My 8-Step Process @hubspot //
@matthewbarby

1 Define your buyer persona(s)
@hubspot // @matthewbarby

Marketing Mary • Professional marketer
(VP, Director, Manager) • Mid-sized company (25-200 employees) • Small marketing team (1-5 people) • BComm (BU), MBA (Babson) • 42, Married, 2 Kids (10 and 6) 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 Loves HubSpot because: • Easy to use tools that make her life easier • Learn inbound marketing best practices • Easier reporting to sales and CEO @hubspot // @matthewbarby

2Map out the interests and
problems facing each of your personas @hubspot // @matthewbarby

Quora
@hubspot // @matthewbarby

Online Communities
@hubspot // @matthewbarby

Form Fields
@hubspot // @matthewbarby

Speak to your sales team!
@hubspot // @matthewbarby

3 Group interests and problems
into broad topic groups @hubspot // @matthewbarby

@hubspot // @matthewbarby

4 Perform keyword research across
topic clusters @hubspot // @matthewbarby

@hubspot // @matthewbarby

Break down your keyword research
into head and long-tail phrases. @hubspot // @matthewbarby

Head Keyword: usually a maximum
of two words in length but usually one, and will be very broad, for example, “dress” or “red dress”. @hubspot // @matthewbarby

Long-Tail Keyword: much more specific
and usually a minimum of three words in length. It expands further on the body keyword and generally is searched for less, for example, “where to buy a red dress”. @hubspot // @matthewbarby

Here’s an example… @hubspot //
@matthewbarby

Topic: Men’s Health @hubspot //
@matthewbarby

Head Term: Workout Routines @hubspot
// @matthewbarby (49,500 monthly searches)

Long Tail Term: Best Ab
Workouts for Men @hubspot // @matthewbarby (1,000 monthly searches)

5Group your keywords into topic
clusters @hubspot // @matthewbarby

@hubspot // @matthewbarby

6Develop content ideas based on
the keywords. @hubspot // @matthewbarby

BuzzSumo
@hubspot // @matthewbarby http://buzzsumo.com/

Ruzzit
@hubspot // @matthewbarby http://www.ruzzit.com/

HubSpot Blog Topic Generator @hubspot
// @matthewbarby http://www.hubspot.com/blog-topic-generator

7 Validate your ideas @hubspot
// @matthewbarby

Reddit (ask your audience) @hubspot
// @matthewbarby

Analyse the SERPs @hubspot //
@matthewbarby

8Align your content with a
CTA @hubspot // @matthewbarby

High-conversion landing pages @hubspot //
@matthewbarby

This stuff really works… @hubspot
// @matthewbarby

@hubspot // @matthewbarby

@hubspot // @matthewbarby “92% of
our monthly blog leads came from posts published in the previous month or earlier.”

It doesn’t stop there. @hubspot
// @matthewbarby

@hubspot // @matthewbarby

@hubspot // @matthewbarby