State of Content Marketing 2015 - Auckland HubSpot HUG
-
Upload
thomas-moin -
Category
Marketing
-
view
323 -
download
1
Transcript of State of Content Marketing 2015 - Auckland HubSpot HUG
![Page 1: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/1.jpg)
Tom Moin
INBOUND MARKETING SPECIALIST APAC, HubSpot
![Page 2: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/2.jpg)
AGENDA.1. THEN AND NOW IN MARKETING.2. CONTENT MARKETING VS INBOUND MARKETING.3. STATE OF CONTENT MARKETING GLOBALLY.4. CONTENT MARKETING FUNDAMENTALS5. STATE OF CONTENT MARKETING NEW ZEALAND?
![Page 3: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/3.jpg)
THEN Brands were in control. Buyers were constantly bombarded with billboards, commercials, and cold calls trying to sell them a product.
![Page 4: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/4.jpg)
NOW
The customer is in control. Buyers are tuning out loud, interruptive advertising and consuming information online.
![Page 5: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/5.jpg)
The old
86% skip
TV ads91%
unsubscribefrom email
200Mon the
Do Not Call list44%
of direct mail is never opened
BROKEN.playbook is
![Page 6: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/6.jpg)
At its core, inbound is about building
relationships with your audience by providing
them with value.
![Page 7: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/7.jpg)
INBOUND MARKETING VS
CONTENT MARKETING
?
![Page 8: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/8.jpg)
RELATIONSHIP BETWEEN CONTENT MARKETING AND INBOUND MARKETING BY DEPARTMENT.
![Page 9: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/9.jpg)
Inbound Marketing = Content + Context
![Page 10: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/10.jpg)
Inbound Marketing = Content + Context
![Page 11: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/11.jpg)
Deliver the right content to the right person at the right time.
![Page 12: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/12.jpg)
EXAMPLE TEMPLATE & HUBSPOT REFERENCES FOR SPEAKERS.
GOOGLE TRENDS SEARCH: INBOUND MARKETING VS. CONTENT MARKETING .
![Page 13: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/13.jpg)
91%Of marketers say they use content in their marketing
42% say they are
effective at it.
...but only
![Page 14: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/14.jpg)
THAT’S GREAT, TOM.
BUT,
HOW DO I START?
![Page 15: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/15.jpg)
RECIPE for success
![Page 16: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/16.jpg)
PERSONAS:Your secret ingredient for effective lead nurturing.
ingredient one:
![Page 17: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/17.jpg)
Marketer Mary
Business Size: 25-2000 employeesJob Title: VP, Director, Manager
Goals:• Generate leads and support sales with collateral• Manage company communications• Build awareness for the company
Challenges:• Too much to do! Mary is a busy lady.• Not sure how to get there. • Marketing tool and channel chaotic and disorganized.
Measuring Success:• Traffic, Leads, Registrants• Boss's Gut Check• Campaign Effectiveness
WHY MARY LOVES HUBSPOT:Learn Inbound Marketing
Easy to use tools that make her life easierEasier reporting to sales and CEO
![Page 18: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/18.jpg)
THE BUYER’S JOURNEY
ingredient two:
![Page 19: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/19.jpg)
Map content to the
Buyer’s Journey
Ingredient three:
![Page 20: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/20.jpg)
Content Type Relevan
t
User BehaviorResearch Needs
BUYINGCYCLESTAGE
Keywords &
Topics& format
![Page 21: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/21.jpg)
WHERE IS THE CONTENT MOVEMENT
CURRENTLY?
![Page 22: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/22.jpg)
EXAMPLE TEMPLATE & HUBSPOT REFERENCES FOR SPEAKERS.
INBOUND MARKETING TRENDS BY GEOGRAPHY.
![Page 23: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/23.jpg)
WHY BLOG?13X BETTER CHANCE OF POSITIVE ROI, THAT’S WHY
![Page 24: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/24.jpg)
WHO CREATES CONTENT BY ROI.GUESTS, FREELANCES KEY TO ROI IMPROVEMENT
![Page 25: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/25.jpg)
WHO CREATES CONTENT EMPLOYEE COUNT.SMALLER COMPANIES ARE MORE LIKELY TO CREATE CONTENT INTERNALLY
![Page 26: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/26.jpg)
STATE OF CONTENT MARKETING
IN NEW ZEALAND?
![Page 27: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/27.jpg)
HELP US FIND OUT!
![Page 28: State of Content Marketing 2015 - Auckland HubSpot HUG](https://reader031.fdocuments.us/reader031/viewer/2022030313/58eca5251a28abbe7e8b470b/html5/thumbnails/28.jpg)
At HubSpot, we are on a mission to make the world more inbound by empowering businesses to connect with their audience in a meaningful way.