how to recharge your inbound marketing content strategy for 2017

RECHARGING YOUR CONTENT STRATEGY IN

2017

11:30-11:50am- sign in/network/fill out lunch order card

11:50am- Announcements

12:00pm-12:45 pm- Presentation: How to Recharge Your Content Strategy for 2017

12:45pm- Wrap up

Agenda:

First time at HUG? We’re so glad you’re here! We meet once a month to share inbound marketing best practices and get to know other marketers in Austin.

Upcoming HUG Events: February 23: “How to Plan for Your Next HubSpot Integration” with Nina Hendricks from Trujay

March 23: “How to be a Hero to your Sales Team” with David Weinhaus from HubSpot

April 20: “How to recruit, hire, and develop top inbound talent” with Brad Voeller of Digital Creative Institute

We’ll be sending out a survey after the meeting to get your feedback. Please let us know if you have any questions or suggestions.

We want to hear from you!

RECHARGING YOUR CONTENT STRATEGY IN

2017

WELCOME!

GOAL SETTING CREATING CONTENT PROMOTING CONTENT

OVERVIEW

GOAL SETTING

What are your goals for your content marketing in 2017?

Start with your customer goal and work backward to figure out how many leads you need to convert and how many visitors you need to attract to your site.

Not sure about your inbound close rate? You can start with just leads.

REVERSE ENGINEERING YOUR GOAL

EXAMPLE:

Customer goal: 5 new customers a month.

About 10% of your leads become customers.

Lead goal: 50 new leads per month.

About 1% of your site visitors become leads.

Visitor goal: 5,000 visitors per month.

CREATING CONTENT

Now that we have goals, let’s talk about:

Remember that your job as an inbound marketer is to create content that is useful for the different audiences coming to your site.

This can span from first-time visitors to customers.

Create content that is relevant to your audience without always being about your company.

Wistia is a software platform that hosts videos for businesses.

EXAMPLE: WISTIA

WISTIA BLOG TOPICS• How Every Small Business Can Energize Their Marketing in 2017

• The Science Behind Why No One Likes to Be on Camera

• How to Price and Package Your Video Marketing Services

• 6 Reasons Why You Shouldn’t Have an Autoplaying Homepage Video

• Three Ways to Shoot an Overhead Video

• 5 Actionable Tips for Improving Emails with Video

• How to Add Video in Your Content Strategy

WHAT DO YOU NOTICE ABOUT THESE BLOG HEADLINES?

• How Every Small Business Can Energize Their Marketing in 2017

• The Science Behind Why No One Likes to Be on Camera

• How to Price and Package Your Video Marketing Services

• 6 Reasons Why You Shouldn’t Have an Autoplaying Homepage Video

• Three Ways to Shoot an Overhead Video

• 5 Actionable Tips for Improving Emails with Video

• How to Add Video in Your Content Strategy

WHY THESE TOPICS WORK FOR WISTIA

• They’re useful

• There’s a variety of topics related to using video for marketing

• There’s a variety of levels of depth in the topics. Some are for experienced video marketers, and some are for people just getting started.

• They’re not sales-y. None of these are tooting Wistia’s horn or talking about product features, BUT…

• They’re relevant to Wistia’s product

You don’t add value by explaining product offerings to first-time visitors.

Product pages and customer emails are typically better locations for this type of content.

CONTENT FOR FIRST-TIME VISITORS

WE HAVE CONTENT.

LET’S TALK ABOUT HEADLINES.

HEADLINES

HubSpot Academy recommends you spend at least 5 minutes brainstorming headlines for every article you publish, and to give yourself 5-6 different options to compare.

CHOOSING THE RIGHT HEADLINE• Try running your headline choices through a headline analyzer:

• Co-Schedule headline analyzer- coschedule.com/headline-analyzer

• Sharethrough headline analyzer- headlines.sharethrough.com

• For SEO, try incorporating relevant keywords or topics into the headline

http://headlines.sharethrough.com

PROMOTING CONTENT

When it comes to content, what percentage of your time do you spend creating it?

What percentage of your time do you spend promoting it?

80% creating and 20% promoting? 70/30?

ACCORDING TO HUBSPOT’S CONTENT MARKETING CERTIFICATION, IT SHOULD LOOK LIKE THIS:

40% CREATION, 60% PROMOTION.

THERE’S A GOOD CHANCE YOU’RE NOT PROMOTING ENOUGH

CREATING A PROMOTION STRATEGY

1. Before you start creating content, decide what channels you’re looking to promote it on.

2. Develop a content promotion calendar

3. Test and refine your promotions

Bonus - Test out new platforms

QUESTIONS TO ASK WHILE PLANNING CONTENT

• Who is this written to?

• How does it help them?

• HOW WILL I PROMOTE THIS?

PROMOTIONAL CHANNELS

Traditional channels - Organic, Referrals, Social Media, email, PR

Paid channels - Google Adwords, Facebooks ads, LinkedIn Sponsored posts, retargeting

Lots of others

PROMOTIONAL CHANNELS

Have at least one channel in mind when developing your content.

Need to have an idea of where you’ll get visibility





Bonus - other platforms

CONTENT PROMOTION CALENDAR

If you’re on HubSpot, you can combine the following tools to get a really good grasp on content promotion:

- Calendar tool

- Campaigns

- Ads Add-on

The calendar tool (under productivity) tracks all of your social messages, emails, and blog posts.

It also shows you which campaigns each item is associated with.

The campaign tool shows all of this plus dedicated landing pages and associated ads. It also shows new contacts/leads that come in.

If you’re doing paid promotion, you can easily integrate your ad campaigns into HubSpot.

You can use Deals ROI to figure out the true return you see from your ad spend.

TESTING & REFINING YOUR PROMOTIONS

1. Use the campaign tool to see where you get the most visibility

2. Dig deep on sources to see which platforms were most effective

3. Always be looking for more segments to use

4. A/B Testing now available to all HubSpot Professional users

BONUS - OTHER PLATFORMS

- YouTube Channels

- Medium Publications

- Podcasts

- Instagram/Snapchat stories

- Facebook Live/Periscope

- Communities/forums

HERE’S TO CREATING GREAT

CONTENT IN 2017!

ANY QUESTIONS?