9. #SLCHUG
Our Goals For SLCHUG
• Education
– Inbound in general
– Some HubSpot specific
• Who is this for?
– HubSpot Customers, Partners & Prospects
– Anyone who wants to sharpen Inbound skills
10. #SLCHUG
Our Goals For SLCHUG
• Frequency
– Minimum 11 times a year
– These events are for you
– We are not here to sell anyone
– This is a learning environment
– Let’s be “inbound” and be helpful to each other
11. #SLCHUG
Save The Date
The 2nd SLCHUG Workshop
Thursday, June 29, 2017
Topic: The 411 on HubSpot COS
Location is SolutionReach
Lunchtime Event
HubSpot Users Only - 60 Max
12. #SLCHUG
Save The Date
The 2nd SLCHUG Workshop
Thursday, June 29, 2017
Topic: The 411 on HubSpot COS
Location is SolutionReach
Registration Live Next Week
13. #SLCHUG
Save The Date
The First SLCHUG Intensive
Thursday, July 27, 2017
Topic TBD
Location is TBD
Lunchtime Event
HubSpot Users Only - 8-12 Max
14. #SLCHUG
Save The Date
Our Next Big SLCHUG Event
Thursday, August 24, 2017
Topic / Location TBD
Breakfast time Event
All Event Dates on
SLCHUG Home Page
17. #SLCHUG#SLCHUG
We are a SUPER HUG!
• 180 HUGs worldwide
in 27 Countries
• We were first place in
last year’s contest
• Second in over-all
size to San Diego
• New Rules this year
• Based on attendance
• Let’s keep the
momentum and
growth going at these
events
• SLC wants this prize
this year - Trust me!
30. You’re all equipped with a workbook,
chock full of transformation activities.
31. ACTIVITY TIME
Total time: XX minutes
1. When you see this slide, it’s time for an activity!
2. Take advantage of the time you’ve been given.
3. It’s a great opportunity to work with your fellow attendees.
32. FIND A PARTNER
Total time: 2 minutes
If you haven’t already, introduce yourself to a neighbor. Tell them about:
• What business you’re representing
• Something that’s interesting about you
38. I love stretching the value out of things.
We decided to repurpose George into a storage unit, which doubles as a camper.
Before After
#unboundinbounder
39. We wanted to help
other like-minded
individuals.
We created an in-depth, step-
by-step guide on how to
convert a truck into a functional
living space.
40. We deconstructed our guide into an ungated,
conversion-focused content resource page.
This way, visitors can easily navigate the content and take it with them if they choose to do so.
41. Unpaid, organic traffic coming from search engines
doubled in less than 5 months.
Traditional landing page
for guide
Converted landing page into an
ungated content resource page
43. BY THE END OF TODAY’S TRAINING,
YOU’LL HAVE:
• Written a clear content mission statement
• Identified a primary buyer persona for your business
• Mapped the buyer’s journey for your primary buyer persona
• A working topic cluster outline for a downloadable content offer
• An understanding of how to build a content resource page
#unboundinbounder
44. TODAY’S AGENDA
1. Welcome 5 minutes
2. Content Creation Overview 20 minutes
3. Planning Your Content Pillar 25 minutes
4. BREAK! 10 minutes
5. Creating Your Content Pillar 40 minutes
6. Growing a Content Pillar 10 minutes
7. Wrap-up and Close 10 minutes
TOTAL 2 HOURS
48. WHILE CONTENT
MARKETING COSTS 62%
LESS THAN OUTBOUND
MARKETING, IT GENERATES
MORE THAN 3X AS MANY
LEADS.
SOURCE: CONTENT MARKETING INSTITUTE#unboundinbounder
49. 44%of B2B and B2C content marketers have a documented
content strategy.
SOURCE: CONTENT MARKETING INSTITUTE#unboundinbounder
50. 47%of B2B and B2C content marketers have a challenge
producing engaging content.
SOURCE: CONTENT MARKETING INSTITUTE#unboundinbounder
51. Without a roadmap or
defined process,
achieving results may
feel like this.
SOURCE: WIKIPEDIA
52. THE MOST COMMON ROADBLOCKS
TO CREATING CONTENT
• Limited bandwidth
• Not fully committed
• Lack of a long-term content plan
• Don’t have a documented content process
• Not sure where to start with creating content
• Unsure of how to provide a positive content experience
• Lack of business alignment (i.e. sales, marketing, services, etc.)
#unboundinbounder
53. Think of your content
like a series of pillars,
a stabilizing foundation
for your content plan.
SOURCE: WIKIPEDIA
55. CONTENT PILLAR
A broad piece of website content that’s comprised of, and
connected to, a series of owned media topic clusters that
cover a specific core topic in-depth.
#unboundinbounder
57. What is a qualified
prospect?
What is BANT?
Qualifying
leads
When to
disqualify?
Qualification
frameworks?
Why disqualifying
isn’t a bad thing
SALES
QUALIFICATION
CONTENT PILLAR OVERVIEW
58. What is a qualified
prospect?
What is BANT?
Qualifying
leads
When to
disqualify?
Qualification
frameworks?
Why disqualifying
isn’t a bad thing
SALES
QUALIFICATION
CONTENT PILLAR OVERVIEW
65. Pillar content resource page Downloadable content offer
Let’s review how I helped this marketer create their
business’ first ungated, conversion-focused content pillar.
66. 90% OF WEBSITE VISITORS
PREFER TO READ FROM A
PDF AS OPPOSED TO A
WEBSITE PAGE.
SOURCE: HUBSPOT#unboundinbounder
68. BEFORE YOU START CREATING EFFECTIVE
CONTENT, YOU NEED TO DETERMINE
WHY YOU’RE CREATING CONTENT.
#unboundinbounder
69. “People don’t buy what you do,
they buy why you do it.”
- @SimonSinek
#unboundinbounder
70. WHAT IS YOUR CONTENT
MISSION STATEMENT?
Be sure you’re aware of what your content really stands for
and how you can make a difference in your customers’ lives.
That will set the tone for your entire content strategy.
#unboundinbounder
71. ETUMA’S CONTENT
MISSION STATEMENT
We sell an application that transforms unstructured text data into
business decision-making information. However, when it comes to our
content strategy, it’s not about marketing our text analysis application, it’s
about the idea that everyone should know that there’s an automated
solution to categorize comments and detect emotions in real-time in
multiple languages.
72. ACTIVITY 1: CONTENT
MISSION STATEMENT
Total time: 3 minutes
Workbook page: 4
Write down your content mission statement.
We market/sell [insert your product/service].
However, when it comes to our content strategy, it’s not about marketing/
selling [insert your product/service], it’s about the idea that everyone
should know [insert thought leadership knowledge relevant to your
product/service].
78. BUYER PERSONA
A semi-fictional representation of your ideal customers
based on quantitative and qualitative analysis.
#unboundinbounder
79. • Background (e.g. VP of Marketing)
• Demographic (e.g. between the ages of 35-40)
• Identifiers (e.g. uses Google to perform research)
• Goals (e.g. wants a sustainable content creation process)
• Challenges (e.g. team’s bandwidth is stretched thin)
BUYER PERSONA DNA
#unboundinbounder
80. BACKGROUND:
• Customer Insights Manager or Director
DEMOGRAPHICS:
• Usually women; Age 30-50; University degree; lives in urban area Income: $45,000 - $60,000
IDENTIFIERS:
• Technically savvy
• Uses search engines to perform research
GOALS:
• Needs to identify what drives customer loyalty so company can increase number of loyal customers and decrease churn.
• This is generally a new position, and Maggie needs to prove her value to the business.
CHALLENGES:
• Text data is unstructured and needs a solution to help make sense of it – categorize and sentiment detection.
• Maggie receives thousands of NPS results but has no idea where change is happening, which is why she needs to analyze
text data better.
• Boss doesn’t understand the problem, but their budget approval is needed to bring on a solution – needs help educating
and positioning need and value of platform.
ETUMA’S PRIMARY BUYER PERSONA:
CX MANAGER MAGGIE
81. ACTIVITY 2: BUYER PERSONAS
Total time: 7 minutes
Workbook page: 6
Identify your business’ primary buyer persona’s DNA by listing out the following:
1. Identify your primary buyer persona’s background, demographics, identifiers, goals, and
challenges. (6 minutes)
2. Create a name for your primary buyer persona. (1 minute)
85. Problem: Maggie has a lot of
unstructured text data and needs
to make sense of it.
CX MANAGER MAGGIE’S BUYER’S
JOURNEY
86. CX MANAGER MAGGIE’S BUYER’S
JOURNEY
Solution: There’s an automated
solution to categorize comments
and detect emotions in real-time in
multiple languages.
88. ACTIVITY 3: BUYER’S JOURNEY
Total time: 6 minutes
Workbook page: 9
Uncover your primary buyer persona’s buyer’s journey.
1. What problem/improvement is your primary buyer persona experiencing in the awareness
stage? (2 minutes)
2. What’s the solution to the problem/improvement for your primary buyer persona? (2 minutes)
3. What decision can your primary buyer persona make based on your products or services? (2
minutes)
89. Before creating content,
make sure content
planning materials are
aligned.
Content mission statement
Buyer personas
Buyer’s journey
#unboundinbounder
90. LET’S TAKE A WATER BREAK
(Come back in 10 minutes)
95. If you’re not careful, you can get lost
in the the beauty of the White Sands
National Monument.
READ THIS SENTENCE
96. If you’re not careful, you can get lost
in the the beauty of the White Sands
National Monument.
97. REVERSE
ENGINEERING CONTENT
The process of working backwards to create a valuable
piece of long-form content by recycling a series of planned
owned media content.
#unboundinbounder
98. • Create a sustainable content creation process
• Connect weekly content tasks to long-term content goals
• Create a pre-promotion plan for your content
• Unify messaging of content across multiple channels
REASONS TO REVERSE
ENGINEER CONTENT
#unboundinbounder
99. 7 STEPS TO REVERSE
ENGINEERING A CONTENT PILLAR
#unboundinbounder
1. Choose a core topic
2. Identify sub topic cluster
3. Create blog posts for needed sub topic cluster content
4. Repurpose sub topic cluster content into a downloadable offer
5. Deconstruct downloadable offer into a content pillar resource page
6. Link relevant content to content pillar resource page
7. Create a conversion path for people to access your content pillar resource page
on your website
100. 7 STEPS TO REVERSE
ENGINEERING A CONTENT PILLAR
1. Choose a core topic
2. Identify sub topic cluster
3. Create blog posts for needed sub topic cluster content
4. Repurpose sub topic cluster content into a downloadable offer
5. Deconstruct downloadable offer into a content pillar resource page
6. Link relevant content to content pillar resource page
7. Create a conversion path for people to access your content pillar resource page
on your website
101. Core topic should
be a broad term.
The term:
• Is between 2-4 words in length
• Is industry specific, educational
• Supports product or service
Core topic = text analysis
#unboundinbounder
103. ACTIVITY 4: PILLAR CONTENT
Total time: 5 minutes
Workbook page: 11
PART 1: Choose a core topic for the content pillar you want to create.
1. Identify a topic that you want to become a subject matter expert on and rank for
on Google; it must be educational (awareness-stage focused) but directly
supports one of your products or services. (2 minutes)
2. Perform a series of searches on Google and see what content already exists
around this topic. (3 minutes)
3. Define final core topic based on research. (1 minute)
104. 7 STEPS TO REVERSE
ENGINEERING A CONTENT PILLAR
1. Choose a core topic
2. Identify sub topic cluster
3. Create blog posts for needed sub topic cluster content
4. Repurpose sub topic cluster content into a downloadable offer
5. Deconstruct downloadable offer into a content pillar resource page
6. Link relevant content to content pillar resource page
7. Create a conversion path for people to access your content pillar resource page
on your website
105. Four pages of blog content Video content on YouTube
Identify current owned media
that’s relevant to your core topic.
106. Make a list of as many
sub topics as possible
that bring value to
your core topic.
#unboundinbounder
108. ACTIVITY 4: PILLAR CONTENT
Total time: 8 minutes
Workbook page: 12
PART 2: Determine sub topic cluster content that supports core topic.
1. Search owned media channels for content you already have (i.e. website pages, blog posts,
videos, etc.). (4 minutes)
2. Brainstorm content topic ideas that you don’t currently have content for that are strong
enough to live on their own page but are relevant to and support your core topic. (2 minutes)
3. Select six of the strongest sub topics with which to create your initial content pillar. (2 minutes)
109. 7 STEPS TO REVERSE
ENGINEERING A CONTENT PILLAR
1. Choose a core topic
2. Identify sub topic cluster
3. Create blog posts for needed sub topic cluster content
4. Repurpose sub topic cluster content into a downloadable offer
5. Deconstruct downloadable offer into a content pillar resource page
6. Link relevant content to content pillar resource page
7. Create a conversion path for people to access your content pillar resource page
on your website
111. Etuma needs content for their sub topic,
categorization systems, so they created a blog post.
112. 7 STEPS TO REVERSE
ENGINEERING A CONTENT PILLAR
1. Choose a core topic
2. Identify sub topic cluster
3. Create blog posts for needed sub topic cluster content
4. Repurpose sub topic cluster content into a downloadable offer
5. Deconstruct downloadable offer into a content pillar resource page
6. Link relevant content to content pillar resource page
7. Create a conversion path for people to access your content pillar resource page
on your website
113. Assemble your downloadable content
offer by repurposing your sub topic content.
SOURCE: PIXABAY
#unboundinbounder
114. A
C
E
djust. What needs to be added? Removed? Re-worded?
ombine. How can you combine related or unrelated
things to provide new value and meaning?
xpand. What have you already done that you can dig deeper
into—or provide a more comprehensive big picture view?
REPURPOSING EXISTING CONTENT
#unboundinbounder
115. If you need a template, get started with one of these.
Visit: https://offers.hubspot.com/ebook-templates
116. Take the
time to create
a custom cover.
79% of people said a cover mattered
in the decision-making process.
SOURCE: THE BOOK SMUGGLERS
#unboundinbounder
117. 7 STEPS TO REVERSE
ENGINEERING A CONTENT PILLAR
1. Choose a core topic
2. Identify sub topic cluster
3. Create blog posts for needed sub topic cluster content
4. Repurpose sub topic cluster content into a downloadable offer
5. Deconstruct downloadable offer into a content pillar resource page
6. Link relevant content to content pillar resource page
7. Create a conversion path for people to access your content pillar resource page
on your website
118. Etuma already
created and formatted
their text analysis content.
Now it’s time to reformat it on a webpage.
#unboundinbounder
119. “If content is king, then
design is queen.”
- @LindsayRegina
#unboundinbounder
120. CONTENT PILLAR LAYOUT TIPS
#unboundinbounder
1. Core topic referenced in page title
2. Core topic referenced in URL
3. Top navigation
4. Core topic referenced in H1 tag
5. Definition of core topic (if applicable)
6. Conversion-focused landing page elements
7. Anchor-linked table of contents
8. Images with core topic referenced in alt text
9. H2 tags for section headers
10. Core topic referenced throughout page
11. Links to relevant internal resources
12. Links to relevant external resources
13. Back to top button
122. Links to relevant
external resources
Links to relevant
internal resources
Images with core
topic referenced in
alt text
H2 tags for
section headers
Back to top button
Core topic referenced
throughout page
CONTENT PILLAR LAYOUT TIPS
123. 7 STEPS TO REVERSE
ENGINEERING A CONTENT PILLAR
1. Choose a core topic
2. Identify sub topic cluster
3. Create blog posts for needed sub topic cluster content
4. Repurpose sub topic cluster content into a downloadable offer
5. Deconstruct downloadable offer into a content pillar resource page
6. Link relevant content to content pillar resource page
7. Create a conversion path for people to access your content pillar resource page
on your website
125. Etuma inserted a link in content that was
relevant to their content pillar.
126. 7 STEPS TO REVERSE
ENGINEERING A CONTENT PILLAR
1. Choose a core topic
2. Identify sub topic cluster
3. Create blog posts for needed sub topic cluster content
4. Repurpose sub topic cluster content into a downloadable offer
5. Deconstruct downloadable offer into a content pillar resource page
6. Link relevant content to content pillar resource page
7. Create a conversion path for people to access your content pillar resource
page on your website
127. Make sure people can
easily find your
content pillar resource
page
on your website.
#unboundinbounder
128. Make sure people can
easily find your
content pillar resource
page
on your website.
Consider places, like:
• Top navigation
129. Make sure people can
easily find your
content pillar resource
page
on your website.
Consider places, like:
• Top navigation
• Dedicated section with CTA near
the top of homepage
130. 7 STEPS TO REVERSE
ENGINEERING A CONTENT PILLAR
1. Choose a core topic
2. Identify sub topic cluster
3. Create blog posts for needed sub topic cluster content
4. Repurpose sub topic cluster content into a downloadable offer
5. Deconstruct downloadable offer into a content pillar resource page
6. Link relevant content to content pillar resource page
7. Create a conversion path for people to access your content pillar resource page
on your website
131. “You've really made me
understand the whole inbound
marketing process way better!”
- Matti, Etuma
#unboundinbounder
132. “We are receiving about 4x leads
(if you measure by quality)
compared to before the text
analysis content pillar.”
- Matti, Etuma
#unboundinbounder
133. “I’ve created content pillar pages
for the three buyer’s journey
stages.”
- Matti, Etuma
#unboundinbounder
135. Your content pillar is always under construction.
Maintenance, updates, and additions are needed to keep it performing at a high level.
SOURCE: FLICKR
138. Townsend Security decided to fight back by creating an ungated,
comprehensive content pillar resource page around a broad topic.
Goal: become thought leader on encryption key management.
139. Townsend Security allows visitors to binge their content,
educating themselves through each stage of the buyer’s journey.
147. CONTENT PILLARS ARE
WIDELY USED
• Wild We Wander – lifestyle brand
• HubSpot – business growth stack
software
• Etuma – text analysis application
• Townsend Security – software security
provider
148. CONTENT PILLARS ARE
WIDELY USED
• Wild We Wander – lifestyle brand
• HubSpot – business growth stack
software
• Etuma – text analysis application
• Townsend Security – software security
provider
149. CONTENT PILLARS ARE
WIDELY USED
• Wild We Wander – lifestyle brand
• HubSpot – business growth stack
software
• Etuma – text analysis application
• Townsend Security – software security
provider
150. CONTENT PILLARS ARE
WIDELY USED
• Wild We Wander – lifestyle brand
• HubSpot – business growth stack
software
• Etuma – text analysis application
• Townsend Security – software security
provider
151. CONTENT PILLARS HELP SOLVE
CONTENT CREATION PROBLEMS
• Limited bandwidth – ability to manage short-term tasks
• Not fully committed – purposeful motivation
• Lack of a long-term content plan – accounts for long-term goals
• Don’t have a documented content process – provides a framework
• Not sure where to start with creating content – gives direction
• Unsure of how to provide a positive content experience – solves for the
searcher and the search engine
• Lack of business alignment – aligns all business departments
#unboundinbounder
152. Continue learning at my INBOUND Training session.
You’ll learn how to grow and promote your content pillar.
165. #SLCHUG
Save The Date
The 2nd SLCHUG Workshop
Thursday, June 29, 2017
Topic: The 411 on HubSpot COS
Location is SolutionReach
Lunchtime Event
HubSpot Users Only - 60 Max