Inbound Marketing Week 2014: 8 Ways to Power Up Content Marketing Success

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Inbound Marketing Week: Orange County Inbound Marketing Week is a series of events globally, focused on Inbound Marketing, enabling professionals to share knowledge and ideas about their own marketing. Digital marketing agency Budding Culture will hosted Inbound Marketing Week: Orange County at our downtown Laguna Beach headquarters on 06.05.14. Feature Presentation: 8 Steps to Driving Content Marketing Success Content Marketing is about making companies seekable by creating and sharing information that effectively wins people over, turning them into valuable customers and fans of your brand. Learn about the fundamental tools and techniques needed to implement a Content Marketing program that wins over prospects, leads and customers for life.

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  • 1. Inbound Marketing Week 2014

2. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com Marketing has made some huge leaps in recent years. 3. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com Marketing Has Changed Because People Have Changed We work more Play harder Weve become more mobile Multi-task Keenly observe and mine data 4. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com 4 Weve become a society of Seekers searching and finding the information we are looking for. 5. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com 5 Every two days, we create as much information as we did from the dawn of civilization up until 2003. Eric Schmidt, former CEO of Google Your Marketing is Competing with Everything 6. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com More Seekable. More Findable. When there are millions of books, millions of songs, millions of applications, millions of everything requesting our attention and most of it free being found is valuable. Kevin Kelly, Wired 6 7. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com 7 Our Marketing Approach: Lovable Content to Ignite Shared passions. 8. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com 8 People love getting the right information at the right time. People love content thats trustworthy. People love content that heightens their enthusiasm. People love content that meets their needs. Start Marketing with Content People Love 9. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com 9 8 Steps to Driving Content Marketing Success 10. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com 10 Think like a Media Company 11. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com 11 Think like a Media Company What would Oprah do? 12. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com 12 Prioritize Inbound Marketing Tactics 13. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com 13 Focus on marketing activities that make your business seekable. Prioritize Inbound Marketing Tactics TRADITIONAL OUTBOUND MKTG INBOUND MKTG VS. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric SEO Blogging Premium Content Customer - Centric 14. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com 14 Own, Dont Rent Your Marketing 15. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com 15 Own, Dont Rent Your Marketing 70% of blog leads come from older articles ! source: HubSpot 16. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com Website Content: The Gift that Keeps Giving # Of Website Pages New Leads Per Month Source: HubSpot Impact of Website Content on Inbound Leads. 17. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com 17 Know Your Buyer Personas 18. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com Know Your Buyer Personas Content to attract visitors Content to convert leads Content to close customers Personas help you create the right content 19. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com 9 Questions to Help You Define Buyer Personas Source: HubSpot 1. What is their demographic information? 2. What is their station in life, personally? Professionally? 3. What does a day in their life look like? 4. What are their pain points (as it relates to your product or service)? 5. What are their goals in doing business with you? 6. Where do they go for information? 7. What experience are they looking for when shopping your product or service? 8. What are their most common objections to your product or service? 9. What of the above truly defines them as a prospect for your business? 20. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com Buyer Persona Examples Source: buyerpersonainsights.com 21. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com Treat the Purchase Funnel like a Content Funnel 22. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com Treat the Purchase Funnel like a Content Funnel AWARENESS INTEREST DECISION ACTION Content for generating leads. Content to capture leads interest and contact information. Content to nurture leads. Content to support closing. Content plays a role throughout the Purchase Funnel. 23. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com 23 User Behavior Research & Info Needs Content Types Key Terms Buyer Stages Awareness Create Content for Every Stage of the Funnel Awareness Consideration Decision 24. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com 24 User Behavior Have realized and expressed symptoms of a potential problem or opportunity Research & Info Needs Research focused on vendor neutral 3rd party information around identifying problems or symptoms Content Types Analyst Reports eGuides & eBooks Blog/Editorial Content White Papers Educational Content Key Terms Troubleshoot Upgrade Issue Improve Resolve Optimize Risks Prevent ! Example I have a sore throat, fever and Im achy all over. Whats wrong with me? Buyer Stages Awareness Create Content for Every Stage of the Funnel Awareness Consideration Decision 25. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com 25 User Behavior Have realized and expressed symptoms of a potential problem or opportunity Have clearly defined and given a name to their problem or opportunity Research & Info Needs Research focused on vendor neutral 3rd party information around identifying problems or symptoms Committed to researching and understanding all of the available approaches/methods to solving their defined problem or opportunity Content Types Analyst Reports eGuides & eBooks Blog/Editorial Content White Papers Educational Content Comparison White Papers Expert Guides Live Interactions ! Webcasts / Podcasts / Videos Key Terms Troubleshoot Upgrade Issue Improve Resolve Optimize Risks Prevent Solution Tool Provider Device Service Software Supplier Appliance ! ! " Example I have a sore throat, fever and Im achy all over. Whats wrong with me? Aha! I have strep throat. What are my options for relieving or curing my symptoms? Buyer Stages Consideration Create Content for Every Stage of the Funnel DecisionAwareness 26. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com 26 User Behavior Have realized and expressed symptoms of a potential problem or opportunity Have clearly defined and given a name to their problem or opportunity Have defined their solution, strategy or approach Research & Info Needs Research focused on vendor neutral 3rd party information around identifying problems or symptoms Committed to researching and understanding all of the available approaches/methods to solving their defined problem or opportunity Researching supporting documentation, data, benchmarks or endorsements to make or recommend a final decision Content Types Analyst Reports eGuides & eBooks Blog/Editorial Content White Papers Educational Content Comparison White Papers Expert Guides Live Interactions ! Webcasts / Podcasts / Videos Vendor/Product Comparisons Case Studies Trial Download Product Literature ! Live Demos Key Terms Troubleshoot Upgrade Issue Improve Resolve Optimize Risks Prevent Solution Tool Provider Device Service Software Supplier Appliance Compare Pros and Cons Vs. Benchmarks Versus Review Comparison Test ! ! " ! # Example I have a sore throat, fever and Im achy all over. Whats wrong with me? Aha! I have strep throat. What are my options for relieving or curing my symptoms? I can see a physician, ER, or urgent care. ER costs $$$, but it is fast and I have insurance. Buyer Stages Awareness Consideration Decision Create Content for Every Stage of the Funnel 27. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com Build a Crack Team of Content Creators 28. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com Build a Crack Team of Content Creators Do not put the burden on 1-2 people Potential contributors exist across your organization 29. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com Set up a Style Bank and Content Bank 30. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com Set up a Style Bank and Content Bank Blog posts and social media content to share on a moments notice Style bank of design templates and ideas to keep things fresh Share with your content team to stay inspired 31. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com Utilize a Marketing Automation Platform 32. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com Utilize a Marketing Automation Platform Aligns content marketing to sales efforts Provides real time feedback on content effectiveness Improves productivity 33. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com Utilize a Marketing Automation Platform Set up a Style Bank and Content Bank Treat the Purchase Funnel like a Content Funnel Know Your Buyer Personas Own, Dont Rent Your Marketing Prioritize Inbound Marketing Tactics Think like a Media Company Build a Crack Team of Content Creators 34. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com Some Examples 35. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com Video case studies Targeted landing pages How-to guides 36. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com 300% INCREASE in traffic to SMB pages Time on site 4X LONGER than display traffic 1st time visitor CPM 1/5 OF DISPLAY ADS 37. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com Built-in social currency Content-rich travel app YouTube comedian tie-in 38. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com #100dollarday still a trending travel topic Affordable Japan TRAVEL MEME OVER 1MM organic video views 39. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com PR/digital messaging integration SEO Optimized blog Segmented email campaigns 40. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com Sales conversations UP 25% 300% INCREASE in web traffic Average time on site DOUBLES 41. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com 41 Branded content has the ability to create brand differentiation by bridging the gap between TVs emotive power and digital medias efficient reach. Forrester Research, 2013 The Moral of Our Story 42. || 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture.com Lets Keep in Touch ! Budding Culture Inc. 384 Forest Ave. Suite 18A Laguna Beach, CA. 949.340.5746 www.buddingculture.com gil@buddingculture.com @buddingculture