top 5 content marketing trends - ad:tech australia
Post on 16-Apr-2017
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@ryanbonnici | #adtechANZ | @hubspot
TOP 5 CONTENTMARKETINGTRENDS
From:
@ryanbonnici | #adtechANZ | @hubspot
I’m @ryanbonniciThis is #adtechANZ
Hi!
@ryanbonnici | #adtechANZ | @hubspot
My mission:
Help you increase your probability of breakthrough contentmarketing success.
@ryanbonnici | #adtechANZ | @hubspot
VSOUTBOUNDMARKETING
INBOUNDMARKETING
@ryanbonnici | #adtechANZ | @hubspot
THEN • Advertisers had all the control.
• Consumers were bombardedwith ads & pamphlets tryingto sell them many products.
• While they didn’t like this, it was all they had.
@ryanbonnici | #adtechANZ | @hubspot
NOW • The buyer is in control
and has much more power.
• With all the tools at theirdisposal to do their own research, they’re able to maketheir own decision on your product / service without you.
@ryanbonnici | #adtechANZ | @hubspot
BROKENThe old playbook is
are on do not call lists
direct mail isnever opened
unsubscribefrom email
skip TV ads
48%20%91%83%
The biggest problem with advertising is that it fight’s
for people’s attention by interrupting them.
-SETH GODIN (1998!)
@ryanbonnici | #adtechANZ | @hubspot
MASSIVEmarketing budget
Your well heeled competitor has a
BE ABLE TO SIMPLYOUTSPEND THEM…
So, while you may not
YOU CAN ALWAYSOUTSMART THEM!
@ryanbonnici | #adtechANZ | @hubspot
ATTRA TINGATTENTIONis cheaper than renting it
@ryanbonnici | #adtechANZ | @hubspot
+
All-in-one inbound marketingand sales software.
We attract 6M+ marketers per month through content.
What do all marketers really want to know?HOW GOOD IS
MY WEBSITE?
@ryanbonnici | #adtechANZ | @hubspot
Open web app
website.grader.com2.
1.
@ryanbonnici | #adtechANZ | @hubspot
@ryanbonnici | #adtechANZ | @hubspot
Take a screenshot
Tweet screenshot +hashtag: #adtechANZ
2.
1.
@ryanbonnici | #adtechANZ | @hubspot@ryanbonnici | #adtechANZ | @hubspot
@ryanbonnici | #adtechANZ | @hubspot
Who had the best website?
@ryanbonnici | #adtechANZ | @hubspot
That was an example of a
FREE TOOL FOR B2B
@ryanbonnici | #adtechANZ | @hubspot
Convert leads with interactive content
Close customers with automation
Attract visitors with blog and website
@ryanbonnici | #adtechANZ | @hubspot
@ryanbonnici | #adtechANZ | @hubspot
Convert leads with interactive content
Close customers with automation
Attract visitors with blog & site content
@ryanbonnici | #adtechANZ | @hubspot
5 KEY TRENDS
Attraction3.0
Personalisedcontent
Optimise forconversion
Createutility
Hack tools+ data
@ryanbonnici | #adtechANZ | @hubspot
Attraction3.0
Personalisedcontent
Optimise forconversion
Createutility
Hack tools+ data
KEY TREND #1
@ryanbonnici | #adtechANZ | @hubspot
Who exactlyare you creating content for?
@ryanbonnici | #adtechANZ | @hubspot
Create aBuyer Persona based on your IDEAL CUSTOMER
makemypersona.com
@ryanbonnici | #adtechANZ | @hubspot
Demographics• Mid-sized company (25-200 employees) • Marketing team of 2-5 people • Undergrad Degree • 30, Married, 1 Child
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
MARKETINGMARY
@ryanbonnici | #adtechANZ | @hubspot
YOURBUYERPERSONAINFORMSYOURSTRATEGY:
Place Time
Content
@ryanbonnici | #adtechANZ | @hubspot
YOU DON’T DETERMINE WHAT QUALITY CONTENT IS,
YOUR AUDIENCE DOES.
In other words,
@ryanbonnici | #adtechANZ | @hubspot
COMPELLING?What makes your content
UniquenessTimelinessRelevanceValue
@ryanbonnici | #adtechANZ | @hubspot
How do you decidewhat content to create?
@ryanbonnici | #adtechANZ | @hubspot
GOOGLE TRENDS
@ryanbonnici | #adtechANZ | @hubspot
GOOGLE ALERTS
@ryanbonnici | #adtechANZ | @hubspot
BUZZSUMO
@ryanbonnici | #adtechANZ | @hubspot
Buyer Persona Lifecycle Stage
CORPORATECATHY
Visitor Prospect Lead MQL Opportunity Customer
MARKETINGMARY
Visitor Prospect Lead MQL Opportunity Customer
OWNEROLLIE
Visitor Prospect Lead MQL Opportunity Customer
@ryanbonnici | #adtechANZ | @hubspot
Personalisedcontent
Attraction3.0
Optimise forconversion
Createutility
Hack tools+ data
KEY TREND #2
@ryanbonnici | #adtechANZ | @hubspot
PERSONALISATION IN THE WORLD OF EMAIL MARKETING
We’re all familiar withList Segmentation
Dynamic Subject Line
Dynamic Body Copy
Dynamic CTA
@ryanbonnici | #adtechANZ | @hubspot
Why? It works!
Click through rates: 14%+ Conversion rates: 10%+
@ryanbonnici | #adtechANZ | @hubspot
IS EMAIL PERSONALISATIONTHE BEST WE CAN DO?
But it’s 2016.
@ryanbonnici | #adtechANZ | @hubspot
1 Gather informationacross all touch points.
@ryanbonnici | #adtechANZ | @hubspot
Form data helps us build personas. It’s the key to contextual marketing.
But we need to build on what we know.
Gather explicit data via forms
@ryanbonnici | #adtechANZ | @hubspot
Demographic DataFirst & Last Name
Email & PhoneRole & Department
Company & IndustryEmployees / TeamChallenges / Goals
Geographic location
Such as demographic data
@ryanbonnici | #adtechANZ | @hubspot
What people do when they’re on your site, landing pages, email.
Leverage this to personalise all aspects of our marketing.
Gather implicit data via behaviour
@ryanbonnici | #adtechANZ | @hubspot
Behavioural DataBlog articles readForms completedContent downloadedWebsite visitsEmails openedSocial media actionsVideos watched
Such as behavioural data on your site
@ryanbonnici | #adtechANZ | @hubspot
What they are interested in
Behavioural DataBlog articles readForms completedContent downloadedWebsite visitsEmails openedSocial media actionsVideos watched
Who they are
Demographic DataName
Email & PhoneRole & Department
Company & IndustryEmployees / TeamChallenges / Goals
Geographic location
Build a 360° view of every contact
@ryanbonnici | #adtechANZ | @hubspot
2 Personalise experience across every interaction.
@ryanbonnici | #adtechANZ | @hubspot
PersonaDriven
Everything is persona driven
@ryanbonnici | #adtechANZ | @hubspot
Personalised Web Content
Increase CVR with contextual
information
@ryanbonnici | #adtechANZ | @hubspot
Personalised Web Content
CTAs based on next best offer
@ryanbonnici | #adtechANZ | @hubspot
PersonalisedLead Nurturing
Detailed workflow and interactions
@ryanbonnici | #adtechANZ | @hubspot
PersonalisedLanding Pages
Smart content: name, company, and much more!
@ryanbonnici | #adtechANZ | @hubspot
Personalised Social Media Monitoring
Streams give context to responses
@ryanbonnici | #adtechANZ | @hubspot
THE PEOPLE WE DON’T KNOW YET?
But what about
@ryanbonnici | #adtechANZ | @hubspot
@ryanbonnici | #adtechANZ | @hubspot
Optimise forconversion
Personalisedcontent
Attraction3.0
Createutility
Hack tools+ data
KEY TREND #3
@ryanbonnici | #adtechANZ | @hubspot
LETS START WITH AN EXAMPLE
100,000
Jan 25 Feb 9 Feb 24 Mar 11Jan 9
200,000
@ryanbonnici | #adtechANZ | @hubspot
LEADS AND CUSTOMERSPUT FOOD ON THE TABLE.
Traffic feels good.
@ryanbonnici | #adtechANZ | @hubspot
Leads
MQLs
Subscribers
HOWDO YOUCONVERTTRAFFIC?
What you wantTo establish a relationshipand open communication.
For blog subscribers youwant email address andfirst name.
@ryanbonnici | #adtechANZ | @hubspot
OPT-INBUTTON • Add a subscribe
form to your blog.
@ryanbonnici | #adtechANZ | @hubspot
EXIT POPUP • Add a subscribe
form to your blog.
@ryanbonnici | #adtechANZ | @hubspot
Leads
MQLs
Subscribers
HOWDO YOUCONVERTLEADS?
What you wantTo get data about the person to further refine your communication and begin to identify if they are a fit.
For leads you may want company name, job title, employee size.
@ryanbonnici | #adtechANZ | @hubspot
Ensure you have a relevant CALL-TO-ACTION
@ryanbonnici | #adtechANZ | @hubspot
Ensure that call-to-action is on aRELEVANT LANDING PAGE
@ryanbonnici | #adtechANZ | @hubspot
Optimise yourLANDING PAGES
@ryanbonnici | #adtechANZ | @hubspot
HEADER • Company logo • Phone number • No navigation
@ryanbonnici | #adtechANZ | @hubspot
TITLE • Say what it is • Begin with hook • Don’t use fluff
@ryanbonnici | #adtechANZ | @hubspot
SUBTITLE • Include benefit • Personalise
@ryanbonnici | #adtechANZ | @hubspot
COPY • Avoid long copy • Use bullet points • Bold key points
@ryanbonnici | #adtechANZ | @hubspot
IMAGE • Always include
an image • Make it vibrant • Mobile-optimise
@ryanbonnici | #adtechANZ | @hubspot
FORM • Begin with CTA • Right # of fields • Actionable button • Privacy policy
*150% increase in lead quality with form verification.
@ryanbonnici | #adtechANZ | @hubspot
Leads
MQLs
Subscribers
HOWDO YOUCONVERTMQLS?
What you wantA potential customer to signal they want to begin a sales conversation.
Filling out a contact sales form, demo, or starting a free trial.
@ryanbonnici | #adtechANZ | @hubspot
USE EMAIL • Compelling Subject Line
• Sender Name
• Personalised Copy
• Call-To-Action
• Image
• Unsubscribe Link
@ryanbonnici | #adtechANZ | @hubspot
Don’t stop at theLANDING PAGE
@ryanbonnici | #adtechANZ | @hubspot
Create a secondary call-to-action on yourTHANK YOU PAGE
@ryanbonnici | #adtechANZ | @hubspot
REVERSE- ENGINEERYOURFUNNEL
30% Conversion Rate6,000 - Subscribers
2,400 - Leads
1,800 - MQLs
Visitors: 20,000
40% Subscriber-to-Lead
45% Lead-to-MQL
Customers: 162 15% MQL-to-Customer
162CUSTOMERSrequires20,000VISITS
@ryanbonnici | #adtechANZ | @hubspot
Createutility
Personalisedcontent
Attraction3.0
Optimise forconversion
Hack tools+ data
KEY TREND #4
@ryanbonnici | #adtechANZ | @hubspot
Create free tools your buyer persona will find useful.
THEY ARE CONTENTTOO!
@ryanbonnici | #adtechANZ | @hubspot
website.grader.com • Freemium hack
• Instead of giving away a part of the solution, give away a toolthat diagnoses the problem.
• 60K leads from this / year
@ryanbonnici | #adtechANZ | @hubspot
unsplash.com • Built by Crew - a website that
connects freelancers with projects to be done.
• Started as a small side project.
• Today it receives 11 million unique users per month
@ryanbonnici | #adtechANZ | @hubspot
OTHER EXAMPLES
Law - Draft Contract Generator
Housing - Price Approximator
Retail - Try-On Virtual Reality
Banking - Mortgage Calculators
@ryanbonnici | #adtechANZ | @hubspot
Hack tools+ data
Createutility
Personalisedcontent
Attraction3.0
Optimise forconversion
KEY TREND #5
@ryanbonnici | #adtechANZ | @hubspot
Use Snip.ly and steal borrow OTHER PEOPLE’S CONTENT
@ryanbonnici | #adtechANZ | @hubspot
CONTENT THEFT FAQ • Use BuzzSumo & find great content
• Wrap link in your Snip.ly shortener
• Share the link with your own CTA
• Generate traffic back to your site
• AB test different links and headlines
@ryanbonnici | #adtechANZ | @hubspot
Schedule social updateswhen your followers are
THE MOST ACTIVE
@ryanbonnici | #adtechANZ | @hubspot
Finding emailaddresses hasnever beenSO EASY
@ryanbonnici | #adtechANZ | @hubspot
Have news worthy content?
HEY PRESS!
@ryanbonnici | #adtechANZ | @hubspot
1. Attraction 3.0
2. Personalised content
3. Optimise for conversion
4. Create utility
5. Hack tools + data
PULL IT ALLTOGETHER
@ryanbonnici | #adtechANZ | @hubspot
THANKS#ADTECHANZ
PS: I really love opendiscussion and debate.
Tweet me @ryanbonnici
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