Meet Your Experts:
Suzi Preradovic!Marketing Manager at Evernote!
Evernote!@tweet_suzi!
#contentblueprint
Kieran Flanagan!International Marketing Director !
HubSpot!@searchbrat!
Housekeeping Notes
Slides and recording will be available after.!Interact with us on Twitter: #contentblueprint!!
Follow: !@HubSpot!@Evernote!!
#contentblueprint
That’s why there is so much Content CRAP out there.
Check out the full slideshare:
http://slidesha.re/1fgaiT8
The majority of the content being published gets no love at all
Even though we give them every option available to share
that content
"54% of B2B marketers say they will increase their content marketing spending over the next 12 months” – source (http://bit.ly/1bIc6Wv)
Download >> “The Life of a Remarkable Piece of Content” <<
Some brands are doing amazing
content.
Content Marketing Guide.
Well that’s just what we did.
<< Download Now >>
#contentblueprint
What is Evernote?
"The Evernote repository is
a database in the cloud that
can store typed or
handwritten notes, audio
files, images and
documents. Evernote has
been successful by making
this data instantly available
on a wide variety of
devices.”
Courtesy of TIME Magazine:
Evernote (free version) Ideal for private users. Evernote Premium (5 EUR or 4 GBP/month) For power-users and micro-enterprises Evernote Business (10 EUR or 8 GBP/month) For small and medium-sized enterprises
Which Evernote version is right for you?
All great Content Marketing plans start with getting people bought into your vision
#contentblueprint
All great Content Marketing plans start with getting people bought into your vision. You need a really great pitch.
#contentblueprint
1. Give an overview of your key challenges. Use just the right amount of data. Don’t over complicate things.
2. Show how solving those key challenges will have a real impact on business metrics. Cost and Revenue.
2. Show how solving these key challenges will have a real impact on business metrics. Cost and Revenue. Know the metrics
your boss really cares about
http://bit.ly/1k3cqDC
3. Give high level details on the strategy that will solve all key challenges. Remember your audience.
5. Know the trends in the market. Include key stats in your presentation to back up your points.
“B2B companies with blogs generate 67% more leads per month on average than non-blogging firms” - source (http://bit.ly/1h79fpQ)
"Inbound marketing delivers 54% more leads in the 2013 marketing funnel than outbound sources" - source (http://bit.ly/1h7bcT0)
"The average amount of marketing budget spent on B2B content marketing is 33%, up from 26% in 2011" - source (http://bit.ly/1bIc6Wv)
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
Everything starts with your buyer persona
Brainstorm 7 to 10 people
Interview Prospects
& Customers
Write Personas
(500 – 700)
Find a Photo
Test
Where do you get that information from? How can you use that information to create your buyer personas?
#contentblueprint
Content Marketing
We have a whole section dedicated to planning, which includes how you can create your very own buyer personas.
<< Download Now >>
#contentblueprint
Guide.
• Google Trends
• Bottlenose
• SocialCrawlytics
• SEOGadget’s Content Ideas Generator
• Quora
• HubSpot Social Inbox
Make use of tools to help you brainstorm what content is right for your buyer personas.
• Google Keyword Planner
• Google Analytics
• Google Suggest
• UberSuggest
• HubSpot Keyword Tool
#contentblueprint
• Google Trends
• Bottlenose
• SocialCrawlytics
• SEOGadget’s Content Ideas Generator
• Quora
• HubSpot Social Inbox
Make use of tools to help you brainstorm what content is right for your buyer personas.
• Google Keyword Planner
• Google Analytics
• Google Suggest
• UberSuggest
• HubSpot Keyword Tool
Learn how to use these http://bit.ly/1l3AAMp
#contentblueprint
Awareness
Evaluation
Purchase
What content ideas are a good fit for your buyer personas in the awareness stage?
What content ideas are a good fit for your buyer personas in the evaluation stage?
Map those content ideas across your funnel to make sure you have the right content for each stage.
Blog & eBooks Tools Photos Videos & Podcasts Presentations
CREATE ASSETS IN LOT’S OF DIFFERENT FORMATS.
#contentblueprint
increase in web traffic
Generates Social PR
generates Inbound
links
generates leads
creates sales
THESE ASSETS WILL CREATE REAL VALUE
Content Marketing
We have a whole section dedicated to getting better at publishing valuable content for your buyer personas
<< Download Now >>
#contentblueprint
Guide.
THE POSSIBLE EYEBALLS YOU CAN GENERATE.
Content
Distribution Channels
Available Audience
Engagement (CTR)
Engaged Audience
Blog 10,000 6% 3000
Email 10,000 3% 300
Facebook 8000 2.5% 200
Twitter 1000 0.5% 5
#contentblueprint
Get Buy In
• Key Challenges
• Talk Business Metrics
• Overview of Tactics
• Competitor Envy
• Know Market Trends
YOUR CONTENT MARKETING BLUEPRINT.
Get Buy In
Planning
• Creating Your Buyer Personas
• Brainstorming Ideas
• Create an Editorial Calendar
• Use Evernote to Collaborate with Team
• Key Challenges
• Talk Business Metrics
• Overview of Tactics
• Competitor Envy
• Know Market Trends
YOUR CONTENT MARKETING BLUEPRINT.
Getting Buy In Planning Publishing
• Key Challenges
• Talk Business Metrics
• Overview of Tactics
• Competitor Envy
• Know Market Trends
• Creating Your Buyer Personas
• Brainstorming Ideas
• Create an Editorial Calendar
• Use Evernote to Collaborate with Team
• Free Content Templates (ebook, slideshare, video, blog posts, social media imagery, infographic, press releases)
• Content Marketing Hacks
• Editorial Checklist
YOUR CONTENT MARKETING BLUEPRINT.
56
Getting Buy In Promotion Planning Publishing
• Key Challenges
• Talk Business Metrics
• Overview of Tactics
• Competitor Envy
• Know Market Trends
• Creating Your Buyer Personas
• Brainstorming Ideas
• Create an Editorial Calendar
• Use Evernote to Collaborate with Team
• Free Content Templates (ebook, slideshare, video, blog posts, social media imagery, infographic, press releases)
• Content Marketing Hacks
• Editorial Checklist
• Paid Promotion by Simon Penson
• Effective Outreach by Kelvin Newman
• 10 Tips to Promote Content by Kieran Flanagan
YOUR CONTENT MARKETING BLUEPRINT.
YOUR CONTENT MARKETING BLUEPRINT.
Getting Buy In Planning Publishing Promotion Inspiration
• Key Challenges
• Talk Business Metrics
• Overview of Tactics
• Competitor Envy
• Know Market Trends
• Creating Your Buyer Personas
• Brainstorming Ideas
• Create an Editorial Calendar
• Use Evernote to Collaborate with Team
• Free Content Templates (ebook, slideshare, video, blog posts, social media imagery, infographic, press releases)
• Content Marketing Hacks
• Editorial Checklist
• Paid Promotion by Simon Penson
• Effective Outreach by Kelvin Newman
• 10 Tips to Promote Content by Kieran Flanagan
• Content Suggested by Top Marketing Experts
Click to watch our Youtube video on how to use Evernote Business to start building up on the Content Marketing Guide with your team.
Start with the Marketing Content Guide
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