hubspot & evernote's content marketing guide

Creating a Content Marketing Guide for 2014

#contentblueprint

Meet Your Experts:

Suzi Preradovic!Marketing Manager at Evernote!

Evernote!@tweet_suzi!

#contentblueprint

Kieran Flanagan!International Marketing Director !

HubSpot!@searchbrat!

https://twitter.com/tweet_suzi

https://twitter.com/searchbrat

Housekeeping Notes

Slides and recording will be available after.!Interact with us on Twitter: #contentblueprint!!

Follow: !@HubSpot!@Evernote!!

#contentblueprint

https://twitter.com/HubSpot

https://twitter.com/evernote

Let’s face it, being successful with content marketing is really hard.

That’s why there is so much Content CRAP out there.

That’s why there is so much Content CRAP out there.

Check out the full slideshare:

http://slidesha.re/1fgaiT8

http://slidesha.re/1fgaiT8

The majority of the content being published gets no love at all

The majority of the content being published gets no love at all

Even though we give them every option available to share

that content

It’s only going to get more competitive.

"54% of B2B marketers say they will increase their content marketing spending over the next 12 months” – source (http://bit.ly/1bIc6Wv)

http://bit.ly/1bIc6Wv

Download >> “The Life of a Remarkable Piece of Content” <<

Some brands are doing amazing

content.

http://offers.hubspot.com/life-of-a-remarkable-piece-of-content

So how do you create a winning content marketing blueprint?

And help your company generate a lot more traffic and leads

#contentblueprint

What about if we just gave you a complete Content Marketing Blueprint?

#contentblueprint

Content Marketing Guide.

Well that’s just what we did.

<< Download Now >>

#contentblueprint

http://hub.am/1itqViI

What is Evernote?

"The Evernote repository is

a database in the cloud that

can store typed or

handwritten notes, audio

files, images and

documents. Evernote has

been successful by making

this data instantly available

on a wide variety of

devices.”

Courtesy of TIME Magazine:

Evernote (free version) Ideal for private users. Evernote Premium (5 EUR or 4 GBP/month) For power-users and micro-enterprises Evernote Business (10 EUR or 8 GBP/month) For small and medium-sized enterprises

Which Evernote version is right for you?

What are the most important pieces of the perfect Content Marketing Blueprint?

1Getting Buy In

All great Content Marketing plans start with getting people bought into your vision

#contentblueprint

All great Content Marketing plans start with getting people bought into your vision. You need a really great pitch.

#contentblueprint

1. Give an overview of your key challenges. Use just the right amount of data. Don’t over complicate things.

2. Show how solving those key challenges will have a real impact on business metrics. Cost and Revenue.

2. Show how solving these key challenges will have a real impact on business metrics. Cost and Revenue. Know the metrics

your boss really cares about

http://bit.ly/1k3cqDC

http://bit.ly/1k3cqDC

3. Give high level details on the strategy that will solve all key challenges. Remember your audience.

4. Create a sense of urgency if possible. Competitor envy can be a strong motivator.

5. Know the trends in the market. Include key stats in your presentation to back up your points.

“B2B companies with blogs generate 67% more leads per month on average than non-blogging firms” - source (http://bit.ly/1h79fpQ)

"Inbound marketing delivers 54% more leads in the 2013 marketing funnel than outbound sources" - source (http://bit.ly/1h7bcT0)

"The average amount of marketing budget spent on B2B content marketing is 33%, up from 26% in 2011" - source (http://bit.ly/1bIc6Wv)

http://bit.ly/1h79fpQ

http://bit.ly/1h7bcT0

http://bit.ly/1bIc6Wv

1Getting Buy In 2Planning

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

Everything starts with your buyer persona

To create buyer personas for your company you need to know

#contentblueprint

What questions do you need to ask? What information are you looking for?

Brainstorm 7 to 10 people

Interview Prospects

& Customers

Write Personas

(500 – 700)

Find a Photo

Test

Where do you get that information from? How can you use that information to create your buyer personas?

#contentblueprint

Content Marketing

We have a whole section dedicated to planning, which includes how you can create your very own buyer personas.

<< Download Now >>

#contentblueprint

Guide.


You can now start brainstorming content ideas for your different buyer personas.

•  Google Trends

•  Bottlenose

•  SocialCrawlytics

•  SEOGadget’s Content Ideas Generator

•  Quora

•  HubSpot Social Inbox

Make use of tools to help you brainstorm what content is right for your buyer personas.

•  Google Keyword Planner

•  Google Analytics

•  Google Suggest

•  UberSuggest

•  HubSpot Keyword Tool

#contentblueprint

•  Google Trends

•  Bottlenose

•  SocialCrawlytics

•  SEOGadget’s Content Ideas Generator

•  Quora

•  HubSpot Social Inbox

Make use of tools to help you brainstorm what content is right for your buyer personas.

•  Google Keyword Planner

•  Google Analytics

•  Google Suggest

•  UberSuggest

•  HubSpot Keyword Tool

Learn how to use these http://bit.ly/1l3AAMp

#contentblueprint

http://bit.ly/1l3AAMp

Awareness

Evaluation

Purchase

What content ideas are a good fit for your buyer personas in the awareness stage?

What content ideas are a good fit for your buyer personas in the evaluation stage?

Map those content ideas across your funnel to make sure you have the right content for each stage.

3Publishing

HOW CAN YOU BE A PUBLISHER FOR YOUR MARKET?.

Blog & eBooks Tools Photos Videos & Podcasts Presentations

CREATE ASSETS IN LOT’S OF DIFFERENT FORMATS.

#contentblueprint

increase in web traffic

Generates Social PR

generates Inbound

links

generates leads

creates sales

THESE ASSETS WILL CREATE REAL VALUE

Vs 70%

of our blog leads are from OLD articles

ASSETS MEAN YOU OWN YOUR MARKETING

#contentblueprint

Content Marketing

We have a whole section dedicated to getting better at publishing valuable content for your buyer personas

<< Download Now >>

#contentblueprint

Guide.


4Promotion

THE POSSIBLE EYEBALLS YOU CAN GENERATE.

Content

Distribution Channels

Available Audience

Engagement (CTR)

Engaged Audience

Blog 10,000 6% 3000

Email 10,000 3% 300

Facebook 8000 2.5% 200

Twitter 1000 0.5% 5

#contentblueprint

PROMOTE TO YOUR LIST

PROMOTE THROUGH YOUR SOCIAL CHANNELS.

#contentblueprint

CREATE A CONVERSION PATH FROM YOUR BLOG.

CALL TO ACTION

LANDING PAGE

#contentblueprint

Get Buy In

•  Key Challenges

•  Talk Business Metrics

•  Overview of Tactics

•  Competitor Envy

•  Know Market Trends

YOUR CONTENT MARKETING BLUEPRINT.

Get Buy In

Planning

•  Creating Your Buyer Personas

•  Brainstorming Ideas

•  Create an Editorial Calendar

•  Use Evernote to Collaborate with Team







Getting Buy In Planning Publishing










•  Free Content Templates (ebook, slideshare, video, blog posts, social media imagery, infographic, press releases)

•  Content Marketing Hacks

•  Editorial Checklist


56

Getting Buy In Promotion Planning Publishing













•  Paid Promotion by Simon Penson

•  Effective Outreach by Kelvin Newman

•  10 Tips to Promote Content by Kieran Flanagan



Getting Buy In Planning Publishing Promotion Inspiration













•  Paid Promotion by Simon Penson

•  Effective Outreach by Kelvin Newman

•  10 Tips to Promote Content by Kieran Flanagan

•  Content Suggested by Top Marketing Experts

Content Marketing Guide.

<< Download Now >>

#contentblueprint

GET IT NOW


Click to watch our Youtube video on how to use Evernote Business to start building up on the Content Marketing Guide with your team.

Start with the Marketing Content Guide

http://www.youtube.com/watch?v=1IopvfDaCsw&feature=youtu.be

THANK YOU!

#contentblueprint