Interac)ve Session:
Build a Performance-‐Driven 2015 Content Calendar
#CLEHUG
Cleveland HubSpot User Group
Dia Dalsky
@DiaDalsky
Sandie Young
@SandieMYoung
consultant, PR 20/20 senior consultant, PR 20/20 leader, Cleveland HubSpot User Group
• HubSpot Updates • Best Prac)ces in Content Marke)ng + Calendar Planning • Group Brainstorm • Brainstorm Regroup • HubSpot Content Marke)ng Tools • Ques)ons + Closing Thoughts
#CLEHUG
Agenda
HubSpot Updates
#CLEHUG
• INBOUND 2014 Recap • HubSpot IPO • Cer)fica)on Expira)ons • CRM + Sidekick • Tally [beta]
What qualifies as content marke)ng?
Content Marke)ng & Calendar Planning
#CLEHUG
Content Marke)ng Basics
Photo cred: Christopher Penn
• Beyond a blog • Case studies, check lists, ebooks, guest posts, infographics,
podcasts, video, white papers • Build a comprehensive content calendar
Have a strategy in place.
Content Marke)ng & Calendar Planning
#CLEHUG
From Content MarkeAng InsAtute’s 2015 B2B Content MarkeAng Benchmarks, Budgets and Trends Report:
“…as research shows, it pays to take the 9me to write it down. 60% of those who have a documented strategy rate themselves highly in terms of content marke9ng effec9veness, compared with 32% of those who have a verbal strategy.”
Where do you start?
Source: CMI 2015 B2b Content Marke9ng Benchmark, Budgets and Trends Report
Define your buyer personas.
Content Marke)ng & Calendar Planning
#CLEHUG
• Who are you wri)ng for? • What are their pain points? Success factors? • What are they reading? • What social networks are they using?
Tip: For calendar build out, determine what topics, themes or keywords are most relevant.
Map out the customer journey.
Content Marke)ng & Calendar Planning
Determine the sales cycle, specific to your persona(s), and iden)fy key touch points along the journey. Tip: Find out how personas interact with current content offerings. Pull a benchmark for performance metrics, like: • Top visited pages • Popular keywords • Most downloaded pieces, etc.
Execute full-‐funnel content marke)ng.
Content Marke)ng & Calendar Planning
#CLEHUG
Include strategic content pieces for every stage and persona along the purchase path.
Organize your calendar.
Content Marke)ng & Calendar Planning
#CLEHUG
• Include a publishing calendar. • Add a producAon pipeline. • Build idea tabs (themes,
campaigns) • Map out the buying cycle to each
persona.
Determine KPIs.
Content Marke)ng & Calendar Planning
• Iden)fy top metrics to measure success. • Use data to drive change. • Look for trends, points of fric)on and opportuni)es. • Connect content to results.
Sample KPIs might be: subscribers, comments, website visits, )me on site, bounce rate, etc.
• 15 minute breakout session
• Group #1 — The Palace (glass conference room)
• Group #2 — The Jake (conference room over looks The Jake)
• Group #3 — The Cloud (wri)ng corner with fluffy white couches)
• Group #4 — The Q (conference room across from the cloud)
Brainstorm Session
#CLEHUG
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