1

2

Your Webinar hostS

Guillermo Mazier – Director, Strategic Accounts–  Former economic developer and tourism marketer for the Costa Rican

Investment and Trade Development Board–  Managed economic development and tourism campaign for Tortugero, CR–  Industry speaker, content strategy and digital marketing specialist

Gus Delaporte– Content Strategist–  Former journalist covering real estate, economic development and finance –  Extensive experience in content development for the ED industry–  From Copenhagen, Denmark to New York City, the Nebraska Panhandle and

now Denver, Gus has lived in a variety of places and brings his passion for communities into every piece of content that he produces

Anna Norregaard – Partner Executive @ Hubspot–  Responsible for the activation of partner programs and ongoing agency

development with HubSpot–  Recently relocated HubSpot office from Boston to Denver–  Really good food and wine, adventurous travel, flying by the seat of her

pants, and lead generation

3

About Atlas A purpose driven agency that specializes in economic development marketing, brands and websites. Our purpose: To create vital communities.

“We do marketing and technology for communities that help create jobs in the U.S.”

1.  Led more economic development marketing assignments than any other firm in the country in the last 10 years.

2.  The ONLY full service agency that specializes in economic development marketing, brands and websites.

3.  Has developed High Performance Economic Development Marketing, national marketing metrics that can prove ROI for marketing, branding and website efforts within economic development space.

4

•  Continue the Conversation: –  Follow us on Twitter: www.twitter.com/AtlasAd–  Tweet questions using hashtag #ASKATLAS–  Join High Performance Economic Development LinkedIn Group

•  Download Website Redesign Checklist: http://offers.atlas-advertising.com/10-step-checklist

•  View and share the slides with your colleagues (available now): www.slideshare.com/wright0405

View the slides, continue the dialogue

5

Get the report: http://atlas-advertising.com/Home/Download-our-white-paper.aspx

Take the survey to participate: http://atlas-advertising.com/Community-Benchmarking-Study.aspx !

1 month to fill out survey

6

How to Benchmark Your Community Using Atlas High Performance Economic Development

1.  Take the survey here: 2.  View your report online, here

7

Meeting Agenda

1.  What is the Problem with Marketing for Economic Development–  What We Learned

2.  What is Content Marketing?3.  Why Have a Content Marketing Program?4.  What is Inbound Marketing?5.  The Role HubSpot Plays in Your Marketing6.  How HubSpot Chooses Which Communities it can start offices in7.  How to Build a Successful Content Marketing Strategy8.  Using Content across a Company’s Expansion and Relocation Journey9.  The Giveaway….

8

THE PROBLEM WITH Traditional MARKETING FOR ECONOMIC

DEVELOPMENT

9

200+146

175

Communities shared their data

Average number of conversations per organization in the last 12 months

$234million

Average capital investment per community in the last 12 months

Website visits per conversation

1,293

15

Average jobs announced per organization, last 12 months

Value of a conversation, in number of jobs

The Surprising EconomicsOF ECONOMIC DEVELOPMENT ORGANIZATIONS

>> 10 << >> 11 <<

200+146

175

Communities shared their data

Average number of conversations per organization in the last 12 months

$234million

Average capital investment per community in the last 12 months

Website visits per conversation

1,293

15

Average jobs announced per organization, last 12 months

Value of a conversation, in number of jobs

The Surprising EconomicsOF ECONOMIC DEVELOPMENT ORGANIZATIONS

>> 10 << >> 11 <<

Fact about digital economic development:*

*Source: Atlas Advertising 2014 Report: High Performing Economic Development Organizations

Economic Developers are:

SLOW TO ADOPT DIGITAL

10

39%

61%

EDO Marketers Who Use Content Marketing

Use Content Marketing

Do Not Use

Defining Content Marketing for EDOs

*Source: Atlas Advertising 2015 EDO Survey

11

kon-tent mahr-ki-ting (noun)!"Content marketing is a marketing technique of creating and distributing

valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action."

– Content Marketing Institute

Defining Content Marketing

12

kon-tent mahr-ki-ting (noun)!"Content marketing is a marketing technique of creating and distributing

valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action."

– Content Marketing Institute

Defining Content Marketing

Content marketing for EDOs

consists of truly digging in and

finding the precise audience

messages and methods that go

along with it.

14

Why Content Marketing for Economic Development

15

30

100

90

38

Leads Costs Involved

Traditional Marketing Content Marketing

Traditional Marketing vs. Digital/Content

*Source: HubSpot State of the Industry 2014

16

CONTENT MARKETING VS. INBOUND MARKETING

17

What Is Inbound Marketing?

18

The role Hubspot plays in your marketing

19

Some of the things that we look for:

•  Location, location, location•  Cost of talent•  Rate of growth

How Hubspot Chooses Which Communities iT can start offices in

20

HOW TO BUILD A SUCCESSFUL CONTENT MARKETING STRATEGY

21

How to Build a Successful Content Marketing Strategy

22

Extend Digital Presence

Tell Your Story Where Your Audience

Looks for Information

Create a ContinuousDigital Lead Generation Program

4 Steps to start content marketing today

Establish an Integrated Content/Marketing Automation Infrastructure

23

Establish an Integrated CRM/Marketing Automation Feature

Select MA Platform

Implement and integrate with website and

SFDC

Set up lead nurturing

Extend Current Digital Presence SEO/SEM Website Content: Web &

Assets/Offers Social

Tell your story Where your audience looks for Information

Content Creation and Distribution

Social Webinars Media/Bloggers

Create a Continuous Content Marketing Program

KPIs CTAs Landing Pages Email

Marketing Program Components

24

Existing

Marketing

Marketing

Metrics

Conversations

Budgets and

Planning

Partnerships Digital

Audience

6 Things to Consider When Starting Content

Marketing for Economic Development

25

Know Your Audience

•  To create an effective content strategy, you must first be clear on your target audience

•  The most efficient way of doing this is through the creation of buyer personas, fictional biographies of your target audience

•  To create a buyer persona, start by asking simple questions:•  Who are my ideal targets? •  What are their goals?•  What are their challenges or limitations?•  How can I most effectively reach them? What types of content do

they digest?•  You may very well have multiple target personas but by answering these

questions for each of your targeted industries or customers, you will be able to craft a fairly detailed persona for each potential contact or lead.

26

Sample Buyer Persona - ManufacturingManufacturing Mark

Mark (60-65) is the CEO of a mid-sized automotive parts manufacturing business in the Midwest. Mark’s responsibilities range from business development to finance. He is committed to the continued growth of his business and insists on being involved in most of the businesses processes. Because of this, his daily schedule is full of meetings with representatives of the business’s various departments. Due to the size and budget of the company, Mark has not had a need for a dedicated site selector but the business is growing rapidly and he is considering a new, larger location in Northeast Ohio. The selection process is new to him and he is looking for expertise in selecting the right facility where the business can operate now and grow in the future.

27

Sample Buyer Persona – Site SelectionSite Selector Steve

Site Selector Steve (35-40) is a commercial site selector in metro Dallas. Working for a nationally recognized brand, Steve is well versed in market trends and analytics and is keen to find the best solutions for his clients. Increasingly, Steve is looking beyond the immediate city limits for those solutions. Steve is receptive to new ideas and wants to be at the forefront of new areas of the market. Digitally savvy, Steve reads emails constantly. He is also a staple at real estate industry events, both regionally and nationally.

28

Using Your Buyer Personas

•  Use your buyer personas to your advantage by assigning the applicable persona to each of your contacts

•  Analyze the journey those contacts take on the path to becoming a customer

•  Which search terms led them to your site?•  How long did they stay?•  What content did they consume?

•  By answering these questions and applying the results to your strategy you will become more effective in the process of increasing awareness and developing leads

•  Craft specific content with your target personas in mind

29

Map Content According to the Buying Cycle

•  The buying cycle can be divided into distinct stages, each with its own unique content requirements

•  Prospects in an early awareness stage are best served by content such as blog and social media posts, easily digestible material that will draw them to your site and increase the potential for consideration

•  More detailed content in the form of webinars, white papers and other reports, followed by case studies and testimonials are well suited to the consideration phase

•  Prospects in the final decision stage will be looking for specific information about your offerings, detailed information information and pricing, if applicable

30

Set Up an Editorial Calendar

•  Using Google Calendars or an Excel worksheet, create an editorial calendar outlining a detailed schedule for the creation and release of marketing content

•  Aim for a manageable timeline, e.g. three months, but be aware of any content that will need to be updated regular basis

•  Be specific about what topics you will cover and which personas you will cover with each item of content

•  Look for ways to repurpose content, reports can often be divided over multiple blog posts

 

  TOPIC/TITLE CONTENT/DETAILS KEYWORD(S) TARGET

PERSONA(S) OFFER/CTA

MONDAY          

Author: John Smith Manufacturing Industry Strengths

Outline existing industry infrastructure, workforce statistics, industry-specific growth

Manufacturing, workforce

Manufacturing Mark

Download Our Industry One-Sheet

Due Date: 7/29/15 Publish

Date: 8/3/15    

31

1.  Define your Content Marketing Objectives2.  Messaging Baseline

–  Content audit and development plan:•  Buyer persona targeted•  Top, middle, and bottom of the buyer journey

–  Distribution: channels where prospects go to ____?–  Buyer Personas–  Message Map – unique differentiators

3.  Digital Baseline–  SEO: Keyword evaluation and selection–  Website – Messaging to buyer personas, calls-to-action–  Blog–  Social media accounts: LinkedIn, Twitter, Google+

4.  Lead Nurturing Baseline–  Create Unified Contact Database in marketing automation system–  Segmentation–  Establish initial KPIs and reports

Phase 1: Discover (30 days)

32

1.  Marketing Automation Platform:–  Integrate to website, blog, and SFDC–  Calls-to-action–  Landing pages–  Contact database–  Social media

2.  Website–  Copywriting to support CTAs–  CTA placements throughout the site

3.  Social Media–  Account set up and followers targeting

4.  Content Creation–  Define Q1 campaign–  Premium content plan–  Blog editorial calendar–  Emails

5.  Search Engine Marketing–  Set up campaigns to drive qualified leads

and build the pipeline

Phase 2: Develop (Next 30 Days)

33

1.  Campaign Content Development–  Blog–  Premium assets

2.  Inbound Marketing–  Website content–  CTAs & landing pages–  SEO (w/ optional PPC integration)–  Email workflows

3.  Social Media–  Posts, tweets, engagement

4.  Email Campaigns

Phase 3: Deploy (Months 3-12)

Dare to Influence

*53 years ago, John Glenn became the first American to orbit the Earth

34

How to Measure Content MarketingDetailed, real-time metrics for:

q  Site traffic details and analyticsq  Total Impressionsq  Click through rateq  SEM performanceq  Opt in conversionsq  Downloads Trafficq  Conversionsq  Leadsq  Length of Sales Cycleq  Fans & Followersq  Jobs q  Capital Investmentq  Views, Unique Visits, Shares

35

USING CONTENT ACROSS A COMPANY’S EXPANSION &

RELOCATION JOURNEY

36

37

38

Thank you!

Contact information:

Guillermo Maziert: 303.292.3300 x 232929 BroadwayDenver, CO 80203

Guillermom@Atlas-Advertising.comwww.Atlas-Advertising.comLinkedIn Profile | LinkedIn Group | Twitter | Blog | Slidespace