HubSpot Presentation - How To Attract Customers With Content Marketing

47
CREATIVE WAYS TO ATTRACT CUSTOMERS USING CONTENT Inbound Marketing Brisbane Meetup 1 Sep 15 Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 1

Transcript of HubSpot Presentation - How To Attract Customers With Content Marketing

CREATIVE WAYS TO

ATTRACT CUSTOMERS

USING CONTENT

Inbound Marketing

Brisbane Meetup

1 Sep 15

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 1

SORRY TO BURST THE BUBBLE…

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 2

PEOPLE DON’T CARE ABOUT YOU,

YOUR PRODUCT OR SERVICE…

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 3

ONLY ABOUT THEMSELVES,

THEIR ISSUES,

THEIR WANTS AND NEEDS…

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 4

THE INTERNET IS CROWDED

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 5

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 6

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 7

HOW DO YOU STAND OUT FROM

THE CROWD?

What is your pink shirt?

IT’S ALL ABOUT

THE STORY

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 8

WHAT IS CONTENT MARKETING?

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 9

CONTENT MARKETING

The distribution of valuable and compelling

content to attract, acquire, and engage a

clearly defined and understood target

audience – with the objective to driving a

profitable customer action.

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 10

CONTENT MARKETING

The distribution of valuable and compelling

content to attract, acquire, and engage a

clearly defined and understood target

audience – with the objective to driving a

profitable customer action.

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 11

“Traditional marketing is telling the world you

are a rock-star. Content marketing is

showing the world you are one.”Robert Rose – Lead Strategist, Content Marketing Institute

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 12

“Traditional marketing talks at people.

Content marketing talks with them.” Doug Kessler, CoFounder & Creative Director, Velocity Partners

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 13

TYPES OF CONTENT

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 14

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 15

Case Studies

digital magazines

BLOGGING microsites

Website Copy

WHITE PAPERS

User Generated Content

videos

eBooks

Social MediaPODCASTTestimonials

FAQs

CONTENT TO POSITION

YOUR BRAND

Market leader

Thought provoker

Trusted advisor

Authority in your field

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 16

TRAVEL CUSTOMER JOURNEY

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 17

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 18

DREAM

PLAN

BOOKTRAVEL

SHARE

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 19

DREAM

PLAN

BOOKTRAVEL

SHARE

SEO & CONTENT AUDIT

What pages work?

Which pages don’t work and why?

What content do we have?

What are we missing?

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 20

HOW DID WE

ATTRACT CUSTOMERS?

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 21

BLOG STRATEGY

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 22

BE A TRUSTED GUIDE

What are the competitive differentiators, guide

the audience through the process and continue

to offer value for the life of the product.

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 23

BE A TRUSTED ADVISOR

Build loyalty and trust with your audience.

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 24

ESTABLISH AUTHORITY

With consistent, high-value content that

gives value to your audience.

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 25

SEARCH ENGINE OPTIMISATION

Win higher rankings and be rewarded with

page views with high quality, optimised

content that provides value to the reader.

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 26

BLOG PAGEVIEWS

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 27

KEY TAKEAWAY

PEOPLE BUY INTO YOU,

BEFORE THEY BUY FROM YOU.

7 blog topics guaranteed to work every time

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 28

TRAVEL IDEAS MAGAZINE

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 29

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 30

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 31

AMPLIFY

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 32

“Content is king, but distribution is

queen and she wears the pants.” Jon Steinberg, President, Buzzfeed

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 33

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 34

AR

TIC

LE

Website

Blog Post

Social Media

Direct Mail

Newsletters

SOCIAL MEDIA

Facebook

Twitter

Instagram

LinkedIn

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 35

GREMLIN YOUR CONTENT

Turn one story into many

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 36

OUTBRAIN / TABOOLA

Content recommendation platform

Content to content relationship

Cheaper than Adwords

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 37

KEY TAKEAWAYS

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 38

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 39

STAND OUT FROM THE CROWD

What is your pink shirt?

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 40

FIND YOUR TOPICThen create the best, most relevant and useful content on the internet.

Don’t be ordinary, be EXTRAODINARY!

www.wordconnect.com.au @morethanroute66 41

HOW INTERESTING IS YOUR CONTENTAsk yourself “Is this content more interesting than my partner?”

(or this scrumptious cupcake below)

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 42

BUYERS JOURNEYAre you showing up in your prospects

self-determined buying journey?

FIND YOUR UNIQUE STORY

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 43

YOU DIDN’T FAIL…

YOU TESTED

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 44

Without content, there is no search.

Without search, no one would

find your content.

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 45

@morethanroute66

[email protected]

www.wordconnect.com.au

Jason Dutton-Smith

www.morethanroute66.com

Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 47