inbound marketing week 2014: 8 ways to power up content marketing success

Inbound Marketing Week 2014

| | 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.

http://www.buddingculture.com


Marketing Has Changed Because People Have Changed

• We work more • Play harder • We’ve become more mobile • Multi-task • Keenly observe and mine data


| | 384 forest avenue suite 18a | laguna beach, ca 92651 | t/ 949.340.5746 | www.buddingculture .com4

We’ve become a society of Seekers – searching and finding the information we are looking for.



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’



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



Our Marketing Approach: Lovable Content to Ignite Shared passions.



People love getting the right information at the right time.

People love content that’s trustworthy.

People love content that heightens their enthusiasm.

People love content that meets their needs.

Start Marketing with Content People Love



8 Steps to Driving Content Marketing Success



① Think like a Media Company




“What would Oprah do?”



② Prioritize Inbound Marketing Tactics



Focus on marketing activities that make your business seekable.


TRADITIONAL ‘OUTBOUND’ MKTG INBOUND MKTG

VS.Cold Calling

Cold Emails (SPAM) Interruptive Ads

Marketer - Centric

SEO Blogging Premium Content Customer - Centric



③ Own, Don’t Rent Your Marketing




70% of blog leads come from older articles

!source: HubSpot



Website Content: The Gift that Keeps Giving

# Of Website Pages

New Leads

Per Month

Source: HubSpot

Impact of Website Content on Inbound Leads.



④ Know Your Buyer Personas




Content to attract visitors

Content to convert leads

Content to close customers

Personas help you create the right content



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?



Buyer Persona Examples

Source: buyerpersonainsights.com


http://buyerpersonainsights.com


⑤ 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.



User Behavior

Research & Info Needs

Content Types

Key Terms

Buyer Stages Awareness

Create Content for Every Stage of the FunnelAwareness Consideration Decision



User BehaviorHave realized and expressed symptoms of a potential problem or opportunity

Research & Info NeedsResearch 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 TermsTroubleshoot Upgrade Issue Improve Resolve Optimize Risks Prevent

!

ExampleI have a sore throat, fever

and I’m achy all over. What’s wrong with me?

Buyer Stages Awareness

Create Content for Every Stage of the FunnelAwareness Consideration Decision




Have clearly defined and given a name to their problem or opportunity

Research & Info NeedsResearch 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


Comparison White Papers Expert Guides Live Interactions ! Webcasts / Podcasts / Videos


Solution Tool Provider Device Service Software Supplier Appliance

! !"



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 FunnelDecisionAwareness




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


Comparison White Papers Expert Guides Live Interactions ! Webcasts / Podcasts / Videos

Vendor/Product Comparisons Case Studies Trial Download Product Literature ! Live Demos


Solution Tool Provider Device Service Software Supplier Appliance

Compare Pros and Cons Vs. Benchmarks Versus Review Comparison Test

! !"

!#



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



⑥ Build a Crack Team of Content Creators




• Do not put the burden on 1-2 people • Potential contributors exist across your organization



⑦ 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



⑧ Utilize a Marketing Automation Platform




• Aligns content marketing to sales efforts • Provides real time feedback on content effectiveness • Improves productivity



Some Examples



• Video case studies

• Targeted landing pages

• How-to guides



• 300% INCREASE in traffic to SMB pages

• Time on site 4X LONGER than display traffic

• 1st time visitor CPM 1/5 OF DISPLAY ADS



• Built-in social currency

• Content-rich travel app

• YouTube comedian tie-in



• #100dollarday still a trending travel topic

• Affordable Japan TRAVEL MEME

• OVER 1MM organic video views



• PR/digital messaging integration

• SEO Optimized blog

• Segmented email campaigns



• Sales conversations UP 25%

• 300% INCREASE in web traffic

• Average time on site DOUBLES



“Branded content has the ability to create brand differentiation by bridging the gap between TV’s emotive power and digital media’s efficient reach.” – Forrester Research, 2013

The Moral of Our Story



Let’s Keep in Touch

!Budding Culture Inc.

384 Forest Ave. Suite 18A

Laguna Beach, CA.

949.340.5746

www.buddingculture.com

[email protected]

@buddingculture


inbound marketing week 2014: 8 ways to power up content marketing success

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