Agenda
• WELCOME & INTRODUCTIONS
• CONTENT MARKETING HAS ARRIVED
• HOW TO CONVINCE YOUR BOSS
• HOW TO GET MORE BUDGET FOR CONTENT MARKETING
• Q&A
DANTYRE
Employee #6 @ HubSpot
Live in Scottsdale, AZ
HubSpot is my fifth start up
Content Marketing Pioneer
@dantyre
WHAT IS CONTENT MARKETING ?
OUTBOUND
CONTENT
WHAT IS INBOUND MARKETING?
THE STEPS
STEP 1: DEFINE BUYER PERSONAS
Persona: BOSSMAN
STEP 2: IDENTIFY MARKETING TRIGGERS
I outsourced a bunch of crummy link building and now my listing is on page 503,624
I need new customers so I can keep growing
If I don’t stay ahead of my competitors, they will put me out of business
STEP 3: CREATE A LIST OF KEYWORDS
money
cashmoolah
dinero
cheddar
bucks
sawbucksdead presidents
doughgreenbacks
skrillawampumlittle green pillows
of joy
benjamins
Important Questions
• How do I rank number one in Google? • Fix SEO for my site • How do I outrank competitors in Google? • How do I find new leads?• Keep those leads rolling throughout the year?• Track the ROI of the investment
STEP 4: SET YOUR INBOUND MARKETING GOALS
current
conservativeoptimistic
STEP 5: OUTLINE YOUR CONTENT STRATEGY
Step 6: Design Lead Nurturing Process
STEP 6: DESIGN YOUR LEAD NURTURING PROCESS
STEP 7: CREATE A CONVERSION FOCUSED BLOGGING STRATEGY
Just like a blog, anticipate the topics personas are interested in and prepare engaging content.
Always have a call to action ready to move toward a “landingPage” or close.
Remember to use keywords.
STEP 8: IMPLEMENT & ALIGN INFRASTRUCTURE & BUSINESS PROCESSES
STEP 9: RECRUIT FOR THE SKILL SETS YOU NEED
STEP 10REGULAR REPORTS &ANALYSIS
NEXT WEBINAR…
8 Steps to Win at Search, Social & Content MarketingLearn about:• Best practices to create, promote,
and distribute content• Why Links Do Matter• Optimize, Optimize, Optimize
13Nov
11am PST2pm EST
Arnie KuennCEO, Vertical Measures
Register: www.verticalmeasures.com/webinars
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