inbound marketing the art of not sucking - the content marketing show
DESCRIPTION
My presentation from the Content Marketing Show. How Inbound Marketing can all help us marketers to suck a little less in the content we produce.TRANSCRIPT
INBOUND MARKETING: THE ART OF NOT SUCKING.
Kieran Flanagan, Marketing Director (EME) @ HubSpot@searchbrat [email protected]
INBOUND MARKETING: THE ART OF NOT SUCKING.
Kieran Flanagan, Marketing Director (EMEA) @ HubSpot@searchbrat [email protected]
MARKETERS ARE NOT LOVED.
stockbrokers lawyerscar salespeople
Polticians
marketers
Less Lovable More Lovable
MARKETERS CREATE SUCKY EXPERIENCES.
Don’t believe me, want some examples?
SH
OR
TC
UT
SG
EN
ER
ICG
EN
ER
IC
Spam:
“The Aids equivalent for the internet. No known cure.”
Source: http://www.urbandictionary.com/
INTER
RU
PTI
VE
Pop up ads:
“The reason the internet sucks.”
Source: http://www.urbandictionary.com/
Inte
rru
pti
ve
SELFIS
H
Generic
2
SUCKING AT MARKETING
Selfish3
1
Interruptive
Generic Understand Your Audience
2
SUCKING A LOT LESS AT MARKETING
Selfish Promote Value3
1
Interruptive Aim for Remarkable
1 BUYER PERSONAS
UnderstandYour
Audience1
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
Primary
OWNER OLLIE• Business owner (Founder, President, Partner)• Small business (1-10 employees)• Industry expert with no marketing experience• BA History (University of Illinois)• 44, Married, 3 Kids (20, 16, and 11)
Goals:• Deliver on past sales• Generate new sales• Keep the business running
Challenges:• Lack of marketing expertise• No control over marketing assets• No time or budget for marketing
Loves HubSpot because:• Get more sales and leads• Get control over marketing assets• Learn Inbound Marketing
Secondary
ENTERPRISE ERIN• Director of Marketing Operations
(VP Marketing , Product Marketing)• Large company (200-2,000 employees)• Marketing team of 15+• BS (Merrimack), MBA (Bentley)• 30, Married recently
Goals:• Demand/pipeline generation• Campaign execution and coordination
Challenges:• Working with sales• Data & technlogy overload• Selling use cases to IT, Legal,
Sales, Execs
Loves HubSpot because:• Integration with all of her systems• Homebase for marketing with
takeaways• Easy to execute on campaigns• Stay at the forefront of marketing
Secondary
23%of European marketersare focused on reachingthe right audience, andconverting them into leads.Resource: http://offers.hubspot.com/2013-state-of-inbound-marketing-europe
”“
@Searchbrat
A successful Inbound Marketing strategy is anchored around your different buyer personas
@ tweet this
1 BUYER PERSONAS
UnderstandYour
Audience1
Aim for Remarkable2
Create content that adds value,
Create content that adds value, solves a pain point,
Create content that adds value, solves a pain point, or just entertains.
WHAT WOULD MY AUDIENCE PAY FOR ?.
”“
@Searchbrat
Being remarkable is something you strive for, a mindset, not just marketing fluff.
@ tweet this
3Promote
Value
”“
@Searchbrat
Marketers will always ask how to do more content. The right question is how do I distribute it to the right people
@ tweet this
THE POSSIBLE EYEBALLS YOU CAN GENERATE.
Content
Distribution
Channels
Available Audience
Engagement (CTR)
Engaged Audience
Blog 50,000 6% 3000
Email 10,000 3% 300
Facebook 8000 2.5% 200
Twitter 1000 0.5% 5
Co-Brand 30000 1.5% 450
”“
@Searchbrat
If you spend 10 hours developing a piece of content you should spend at least 10 hours promoting it.
@ tweet this
Hire for Content Distribution ?
Leverage Audience
Seed to people with
the same interests
Facebook – Custom
Audiences / Interests /
Individuals / Retargeting
Twitter Slide
Twitter Interest Groups
PAID CONTENT DISCOVERY IS GOING TO BE BIG.
www.outbrain.com www.taboola.com
Take time to understand your audience.
Aim for remarkable.
And promote the value you create.
Get in Contact.Twitter: @searchbrat
LinkedIn: linkedin.com/in/kieranjflanagan
Google+: Search for “Kieran Flanagan: