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CREATING CONTENT WITH A PURPOSE.Inbound Certification Class #4
KippBodnar@kippbodnar
Director of Marketing
wrote The B2B Social Media Book.
#INBOUND
AGENDA.
1.WHY INBOUND MARKETING CAN’T EXIST WITHOUT CONTENT
2.CREATING CONTENT THAT YOUR IDEAL BUYERS LOVE
3.HOW TO MAKE CONTENT THAT CONVERTS
4.KEY TAKEAWAYS AND RESOURCES
WHY INBOUND MARKETING CAN’T EXIST WITHOUT CONTENT.
1
of B2B companies plan to increase their content budgets over the next 12 months.
60%Content Marketing Institute: http://bit.ly/WocNbZ
Why?
Content is inbound marketing’s DNA.
Without content the Internet would be empty…
60% of the sales
cycle is over
before a buyer
talks to your
salesperson.
CORPORATE EXECUTIVE BOARD: bit.ly/zub2I7
Lower cost per lead with inbound marketing.
61%
HubSpot: http://bit.ly/143fUut
SpacePre-Internet Era Post-Internet
Era
Attention
CREATING CONTENT THAT YOUR IDEAL BUYERS LOVE.
2
Remarkable content is solution, not product based.
To provide a solution, You must understand the problem.
Buyer personas are the basis of all inbound
content.
• What problems does he/she face in their job?
• What common questions does he/she have about your industry?
• Who does he/she report to in the company?
• What does he/she do for fun?
• How much budget control does he/she have?
BUYERPERSONAS.
Content must map to the right lifecycle stage.
Stranger Lead MQL SQL Opportunity Customer
Industry Best
Practices
Product Introduction
Product
Buyers’ Guide
Pricing Informa
tion
Customer
Case Studies
Continuing
Education
CONTENT LIFECYCLE
ATTRACT
CONVERT
CLOSE
DELIGHT
DISTRIBUTION MAKES CONTENT RELEVANT.
The half-life of a social media
link is 3 HOURS
BITLY, 9/2011
THE
10:4:1 RU
LE.
THE
10:4:1Links to third-party articles
RULE.
THE
10:4:1
Links to company blog posts
RULE.
THE
10:4:1
Link to a company landing page
RULE.
CONTENT IS MORE
THAN TEXT.
Share images with your Facebook audience.
Create visual content for visual
platforms.
BE CONSISTENT
HOW TO MAKE CONTENT THAT CONNECTS.3
Content quality is the most important factor for increasing landing page conversion rates.
CONDUCT CONTENT SURVEYS
Build clear conversion paths
SOCIAL CONNECTION
SOCIAL CONNECTIO
N.=So
cial Proof
+ Strong Ties
SOCIAL PROOF
People want to feel safe.
Safety is in numbers.
RESULT:
27% Increase in click-
through rate.
KEY TAKEAWAYS AND RESOURCES.4
Create buyer personas to direct content.
KEY TAKEAWAYS
Stranger Lead MQL SQL Opportunity Customer
Industry Best
Practices
Product Introduction
Product
Buyers’ Guide
Pricing Informa
tion
Customer
Case Studies
Continuing
Education
ATTRACT
CONVERT
CLOSE
DELIGHT
Map content to the buying cycle.
KEY TAKEAWAYS
CONTENT IS MORE THAN TEXT.
KEY TAKEAWAYS
KEY TAKEAWAYS
Build clear conversion paths
RESOURCES1.Kit: Content Creation
http://www.hubspot.com/content-creation-kit/
2.Blog post: 5 Simple Tips for Creating a Content Culture at Your Companyhttp://blog.hubspot.com/blog/tabid/6307/bid/5295/5-Simple-Tips-for-Creating-a-Content-Culture-at-Your-Company.aspx
3.Blog post: 7 Secrets to Outsourcing a Killer Content Creation Teamhttp://blog.hubspot.com/blog/tabid/6307/bid/32783/7-Secrets-to-Outsourcing-a-Killer-Content-Creation-Team.aspx
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