creating a content offer campaign like a pro atx hug
TRANSCRIPT
Planning a Content Offer like a Pro
Introducing HubSpot Projects
Content Offer Campaign
Let’s learn from each other -‐ what’s
worked best on campaigns we’ve
done?
Overview
Creating a Content Offer Campaign
Select the piece of content
Create a new Campaign in HubSpot
IdenCfy Keywords to Target
Create/Select a Form
Content Offer Campaign
Create/Select a Landing Page
Create/Select a Thank You Page
Create a Call-‐to-‐AcCon
Create/Select a list of contacts
Content Offer Campaign
Create an Email
Write Blog Posts
Schedule your Social Media Posts
Your campaign is launched!
Content Offer Campaign
grab 4-‐6 people around you
introduce yourself (name, company,
favorite type of taco)
briefly describe a content offer
you’ve done recently to the group
Let’s get into groups
This is the hard part!
Which persona are you targeCng?
When in the process are you talking to them?
Why should they care?
CreaCng a content offer concept
Discussion 1What types of content offers have worked successfully for
your business?
Do you have an example of a middle of the funnel or bottom of
the funnel offer that you can share with the group?
Bottom of the Funnel Example
Planning out the assets
It helps to have a process to plan everything
out first
Wouldn’t it be great to have a worksheet with
that?
YES IT WOULD
Discussion 2Questions:
How does this content offer help your target persona?
(Optional) What is the first question a sales person can ask when calling a lead that
downloaded the content offer?
Pulling it all together We’ve decided on a content offer
We’ve planned out the assets
What are some of the Cps & tricks
that you’ve learned from doing this
before?
Discussion 3What are some best
practices for conversion elements that you have
used?
Content Offer Project
Step 1: Select the piece of content
Step 2: Create a new campaign in HubSpot
Step 3: Identify keywords
Step 4: Create or select a form
Step 5: Create a landing page
Step 6: Create a thank you page
Step 7: Create a call-to-action
Step 8: Create or select a list of contacts
Step 9: Create an email
Step 10: Write blog posts
Step 11: Schedule your social media posts
Step 12: Launch your campaign
Step 0: Sketch a campaign workflow of user experience
Recycle existing form. Eg., TOFO form
Create Thank You page before Landing PageConsider secondary CTA/form (“want fries with that?”)Create graphic CTAS buttons for tweets, blog etcUngate Landing Page for existing MQLs
Need auto-response email w/ link, and a offer email to selected list
Separate posts for blog and for offer
Doug’s tips:
[Austin HUG Meeting. 8/27/15]
This project will walk through the necessary steps to build and launch a content offer campaign.
Completing these steps will allow you to: • Build out a conversion process. • Promote your content offer. • Generate qualified visitors and leads. Step 0: Sketch a campaign workflow of user experience
Step 1: Select the piece of content
Step 2: Create a new campaign in HubSpot
Step 3: Identify keywords to use throughout the campaign
Step 4: Create or select a form • Recycle existing form. Eg., TOFO form Step 5: Create a landing page • easier to create thank you page before landing page Step 6: Create a thank you page • Consider secondary CTAS fries-with-that? form Step 6a: Create thank you email
Step 7: Create a call-to-action • Create graphic CTAS buttons for tweets, blog etc Step 8: Create or select a list of contacts • Ungate for tofu leads? Step 9: Create an email
Step 10: Write blog posts
Step 11: Schedule your related social media posts • Posts for blog and offer Step 12: Launch your campaign
Thanks for coming!
Question & Answer time