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Kirsten Knipp, HubSpot, workshop at the Next Generation Marketing conference in Berlin
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Inbound Marketing Workshop
Kirsten Knipp
Defining Content Strategy & Converting Calls to Action
Get Found
Convert
Ana
lyze
Get Ready to Work Your Brain
Inbound Experiment
Develop Content Strategy
Create Landing Pages
Discuss & Analyze
4
Volunteers Needed …Prizes Awarded
Asking for volunteers in a few minutes …
You get:
• Peer consulting
• Great new offers
• Inbound Book!
6
Inbound Experiment
Content Strategy to Draw People Down the Funnel
7
SUSPECT: Just Browsing, Attract Me
PROSPECT: Learning More
LEAD: Interested
Nurture & Engage
1) Different depth & value of content at each stage2) Different willingness to share personal data at each stage
Content for Suspects
Just Browsing, Attract Me …
Draw them in with optimized & FREE content
• Blog Posts• Short Videos• Fun Testimonials• Any Short Form Content• Other
8
Content for Prospects
I’m Learning More, Help me Research?
Give mid-weight content, for the price of ‘staying in touch’
Get an email address …
• Tips• Checklists• Curated list of ‘best blogs’• Low touch tools (graders)• Contests• Other
9
Content for Leads
Interested, Help Solve my Problem …
Remarkable content or offers, in return for details (full form)
• eBooks & White Papers• Webinars• 30-Minute assessments• Free Trials• Demo Request / RFP• Other
10
Inbound Experiment | What are we doing?
11
Volunteers Needed …Prizes Awarded
Volunteer, with laptop/wifi, to:
• Describe your company & target prospects
• Team brainstorm 3 different Content Offers
• Team builds landing pages with HubSpot Free Trial
• Discuss how you’d test
• Share findings
Inbound Experiment Instructions
• Instruction worksheets coming around• Break into groups of 5 – 6 people
• 1 Volunteer Presenter per group• 1 Scribe with Laptop with wifi per group
• Share company info, product, target market• Brainstorm, discuss & debate content for:
• Suspects• Prospects• Leads
• Questions to ask:• Do you believe any content should be free? Why or why not?• How can you convince others to give content for free?• What offers would be optimal for prospects along your funnel?• How do you know if it is ‘good enough’ to collect a lead?
Inbound Experiment Instructions continued
• Start one free trial (instructions on sheet)• Build Landing Page for:
• Prospect Oriented Content Offer• Lead Oriented Content Offer
• Get team mate or Kirsten to complete forms• Report Out on Offers & Landing Pages
• Kirsten to gather Portal IDs to display on screen
• What did you learn?• How did you think about types of content offers
• Share your examples
• What did people agree / disagree on in terms of free content
15
Questions Before We Begin?
Form Groups & Volunteer or Pick Someone
Form Groups & Find or Pick a
Volunteer
Reminder: What Gets Shared?
Rarely Shared
FrequentlyShared
• Product info• Free trials• Software documentation
• New data• Funny videos• Top-notch blog posts