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Inbound Marketing: How Content is Your Secret Weapon

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Inbound Marketing: How Content is Your Secret Weapon Content Israel Summit // 1st December 2015 @hubspot // @matthewbarby


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Here I am. 1  2  3  4  Global Head of Growth & SEO at HubSpot. Lecturer for the Digital Marketing Institute. Award-winning blogger. Worked with brands around the world to acquire new customers. @hubspot // @matthewbarby


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@hubspot // @matthewbarby http://www.hubspot.com/products/inbound-marketing/


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How do your customers buy today? @hubspot // @matthewbarby


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It all starts with a need… @hubspot // @matthewbarby


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@hubspot // @matthewbarby


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65% of European consumers do research online before purchasing. @hubspot // @matthewbarby Source: eConsultancy Digital Marketing Trends


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@hubspot // @matthewbarby


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33% of social network users agree that they trust what they read and see on sites like Facebook. @hubspot // @matthewbarby Source: eConsultancy Digital Marketing Trends


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Your buyer likes to educate themselves rather than speak to sales people. @hubspot // @matthewbarby


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60% of the sales cycle is over before a buyer talks to your salesperson… @hubspot // @matthewbarby Source: Corporate Executive Board


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…and they convert when they are ready. @hubspot // @matthewbarby


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The buyer is in control and they’re more educated than ever before. @hubspot // @matthewbarby


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You need to be there when they want, where they want and with what they want. @hubspot // @matthewbarby


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Inbound Marketing = Content + Context @hubspot // @matthewbarby


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Volume of website content vs leads generated @hubspot // @matthewbarby http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses


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Volume of blog content vs leads generated @hubspot // @matthewbarby http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses


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You need to think like a media company. @hubspot // @matthewbarby


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That said, it’s not all about volume… @hubspot // @matthewbarby


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“46% of our monthly blog leads came from just 30 posts (out of over 6,000)!” @hubspot // @matthewbarby


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@hubspot // @matthewbarby


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My 8-Step Process @hubspot // @matthewbarby


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1 Define your buyer persona(s) @hubspot // @matthewbarby


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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 @hubspot // @matthewbarby Loves HubSpot because: •  Easy to use tools that make her life easier •  Learn inbound marketing best practices •  Easier reporting to sales and CEO


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2 Map out the interests and problems facing each of your personas @hubspot // @matthewbarby


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Quora @hubspot // @matthewbarby


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Online Communities @hubspot // @matthewbarby


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Form Fields @hubspot // @matthewbarby


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Speak to your sales team! @hubspot // @matthewbarby


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3 Group interests and problems into broad topic groups @hubspot // @matthewbarby


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@hubspot // @matthewbarby


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4 Perform keyword research across topic clusters @hubspot // @matthewbarby


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@hubspot // @matthewbarby


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Break down your keyword research into head and long-tail phrases. @hubspot // @matthewbarby


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Head Keyword: usually a maximum of two words in length but usually one, and will be very broad, for example, “dress” or “red dress”. @hubspot // @matthewbarby


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Long-Tail Keyword: much more specific and usually a minimum of three words in length. It expands further on the body keyword and generally is searched for less, for example, “where to buy a red dress”. @hubspot // @matthewbarby


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Here’s an example… @hubspot // @matthewbarby


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Topic: Men’s Health @hubspot // @matthewbarby


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Head Term: Workout Routines (49,500 monthly searches) @hubspot // @matthewbarby


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Long Tail Term: Best Ab Workouts for Men (1,000 monthly searches) @hubspot // @matthewbarby


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5 Group your keywords into topic clusters @hubspot // @matthewbarby


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@hubspot // @matthewbarby


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6 Develop content ideas based on the keywords. @hubspot // @matthewbarby


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BuzzSumo @hubspot // @matthewbarby http://buzzsumo.com/


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Ruzzit @hubspot // @matthewbarby http://www.ruzzit.com/


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HubSpot Blog Topic Generator @hubspot // @matthewbarby http://www.hubspot.com/blog-topic-generator


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7 Validate your ideas @hubspot // @matthewbarby


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Reddit (ask your audience) @hubspot // @matthewbarby


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Analyse the SERPs @hubspot // @matthewbarby


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8 Align your content with a CTA @hubspot // @matthewbarby


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High-conversion landing pages @hubspot // @matthewbarby


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This stuff really works… @hubspot // @matthewbarby


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@hubspot // @matthewbarby


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“92% of our monthly blog leads came from posts published in the previous month or earlier.” @hubspot // @matthewbarby


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It doesn’t stop there. @hubspot // @matthewbarby


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@hubspot // @matthewbarby


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@hubspot // @matthewbarby


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