HubSpot Presentation - How To Attract Customers With Content Marketing
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The internet is crowded, people's attention spans are short - what is the best way to attract customers using content marketing? Here we explore a real brand's examples of ways to attract customers. Presented to the HubSpot Inbound Marketing Group Brisbane, Australia 1 September 2015.
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HubSpot Presentation - How To Attract Customers With Content Marketing
- 1. CREATIVE WAYS TO ATTRACT CUSTOMERS USING CONTENT Inbound Marketing Brisbane Meetup 1 Sep 15 Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 1
- 2. SORRY TO BURST THE BUBBLE… Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 2
- 3. PEOPLE DON’T CARE ABOUT YOU, YOUR PRODUCT OR SERVICE… Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 3
- 4. ONLY ABOUT THEMSELVES, THEIR ISSUES, THEIR WANTS AND NEEDS… Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 4
- 5. THE INTERNET IS CROWDED Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 5
- 6. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 6
- 7. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 7 HOW DO YOU STAND OUT FROM THE CROWD? What is your pink shirt?
- 8. IT’S ALL ABOUT THE STORY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 8
- 9. WHAT IS CONTENT MARKETING? Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 9
- 10. CONTENT MARKETING The distribution of valuable and compelling content to attract, acquire, and engage a clearly defined and understood target audience – with the objective to driving a profitable customer action. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 10
- 11. CONTENT MARKETING The distribution of valuable and compelling content to attract, acquire, and engage a clearly defined and understood target audience – with the objective to driving a profitable customer action. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 11
- 12. “Traditional marketing is telling the world you are a rock-star. Content marketing is showing the world you are one.” Robert Rose – Lead Strategist, Content Marketing Institute Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 12
- 13. “Traditional marketing talks at people. Content marketing talks with them.” Doug Kessler, CoFounder & Creative Director, Velocity Partners Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 13
- 14. TYPES OF CONTENT Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 14
- 15. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 15 Case Studies digital magazines BLOGGING microsites Website Copy WHITE PAPERS User Generated Content videos eBooks Social Media PODCASTTestimonials FAQs
- 16. CONTENT TO POSITION YOUR BRAND Market leader Thought provoker Trusted advisor Authority in your field Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 16
- 17. TRAVEL CUSTOMER JOURNEY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 17
- 18. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 18 DREAM PLAN BOOKTRAVEL SHARE
- 19. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 19 DREAM PLAN BOOKTRAVEL SHARE
- 20. SEO & CONTENT AUDIT What pages work? Which pages don’t work and why? What content do we have? What are we missing? Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 20
- 21. HOW DID WE ATTRACT CUSTOMERS? Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 21
- 22. BLOG STRATEGY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 22
- 23. BE A TRUSTED GUIDE What are the competitive differentiators, guide the audience through the process and continue to offer value for the life of the product. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 23
- 24. BE A TRUSTED ADVISOR Build loyalty and trust with your audience. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 24
- 25. ESTABLISH AUTHORITY With consistent, high-value content that gives value to your audience. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 25
- 26. SEARCH ENGINE OPTIMISATION Win higher rankings and be rewarded with page views with high quality, optimised content that provides value to the reader. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 26
- 27. BLOG PAGEVIEWS Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 27
- 28. KEY TAKEAWAY PEOPLE BUY INTO YOU, BEFORE THEY BUY FROM YOU. 7 blog topics guaranteed to work every time Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 28
- 29. TRAVEL IDEAS MAGAZINE Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 29
- 30. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 30
- 31. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 31
- 32. AMPLIFY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 32
- 33. “Content is king, but distribution is queen and she wears the pants.” Jon Steinberg, President, Buzzfeed Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 33
- 34. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 34 ARTICLE Website Blog Post Social Media Direct Mail Newsletters
- 35. SOCIAL MEDIA Facebook Twitter Instagram LinkedIn Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 35
- 36. GREMLIN YOUR CONTENT Turn one story into many Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 36
- 37. OUTBRAIN / TABOOLA Content recommendation platform Content to content relationship Cheaper than Adwords Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 37
- 38. KEY TAKEAWAYS Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 38
- 39. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 39 STAND OUT FROM THE CROWD What is your pink shirt?
- 40. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 40 FIND YOUR TOPIC Then create the best, most relevant and useful content on the internet. Don’t be ordinary, be EXTRAODINARY!
- 41. www.wordconnect.com.au @morethanroute66 41 HOW INTERESTING IS YOUR CONTENT Ask yourself “Is this content more interesting than my partner?” (or this scrumptious cupcake below)
- 42. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 42 BUYERS JOURNEY Are you showing up in your prospects self-determined buying journey?
- 43. FIND YOUR UNIQUE STORY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 43
- 44. YOU DIDN’T FAIL… YOU TESTED Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 44
- 45. Without content, there is no search. Without search, no one would find your content. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 45
- 46. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 46
- 47. @morethanroute66 jds747400@gmail.com www.wordconnect.com.au Jason Dutton-Smith www.morethanroute66.com Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 47