How do some businesses manage to grow and scale their content and marketing like rocket ships and other companies can barely get someone to share it? This presentation will go through the key components of a content marketing growth strategy that are leveraged by some of the most successful brands online. It will explore how to leverage content to grow your web visitors, leads and customers - that businesses of all sizes can learn from and implement immediately to help them grow their business fast.
6. @RyanBonnici | #SMC2016 | @HubSpot
THEN
• Advertisers had all the control.
• Consumers were bombarded
with ads & pamphlets trying
to sell them many products.
• While they didn’t like this,
they couldn’t do anything
about it.
7. @RyanBonnici | #SMC2016 | @HubSpot
NOW
• The buyer is in control
and has much more power.
• They have all the tools at their
disposal to do their own
research.
• They’re able to make
their own decision on your
product / service without you.
8. @RyanBonnici | #SMC2016 | @HubSpot
BROKEN
The old playbook is
are on do
not call lists
direct mail is
never opened
unsubscribe
from email
skip
TV ads
48%20%91%83%
9. @RyanBonnici | #SMC2016 | @HubSpot
The biggest problem
with the old playbook is that
it fights for people’s attention
by interrupting them.
Seth Godin (1998!)
“
13. @RyanBonnici | #SMC2016 | @HubSpot
DEC 2013 DEC 2015
HERE’S A BLOG
POST FROM 2013
Look how much traffic
it is still getting 2 years
later (& continues to get)
15. @RyanBonnici | #SMC2016 | @HubSpot
Blog Posts &
Web Content
Photos &
Infographics
Videos &
Podcasts
In the world of digital,
people love content.
16. @RyanBonnici | #SMC2016 | @HubSpot
Blog Posts &
Web Content
Photos &
Infographics
Videos &
Podcasts
Presentations
& eBooks
In the world of digital,
people love content.
17. @RyanBonnici | #SMC2016 | @HubSpot
Blog Posts &
Web Content
Photos &
Infographics
Videos &
Podcasts
Presentations
& eBooks
Software
& Tools
In the world of digital,
people love content.
18. @RyanBonnici | #SMC2016 | @HubSpot
+
All-in-one
inbound marketing
and sales software.
We attract 6M+ marketers
per month through content.
What do all marketers
really want to know?
19. @RyanBonnici | #SMC2016 | @HubSpot
+
All-in-one
inbound marketing
and sales software.
We attract 6M+ marketers
per month through content.
What do all marketers
really want to know?
HOW GOOD IS
MY WEBSITE?
33. @RyanBonnici | #SMC2016 | @HubSpot
Convert leads with
personalised content
experiences
Close customers with
personalised mktg.
automation
Attract visitors with their
web & blog content
36. @RyanBonnici | #SMC2016 | @HubSpot
Convert leads with
personalised content
experiences
Close customers with
personalised mktg.
automation
Attract visitors with their
web & blog content
38. @RyanBonnici | #SMC2016 | @HubSpot
HELPS YOU GENERATE
MORE OF WHAT YOU LOVE.
Creating content that people love,
39. @RyanBonnici | #SMC2016 | @HubSpot
HELPS YOU GENERATE
MORE OF WHAT YOU LOVE.
Creating content that people love,
TRAFFIC, LEADS
& CUSTOMERS.
40. @RyanBonnici | #SMC2016 | @HubSpot
Total blog posts
%LeadGrowth
Impact of total published blog posts on inbound leads
Read: leads increase as your content increases
NOT JUST FLUFFY LOVE.
REAL LOVE.. IN THE FORM OF LEADS
Leads
41. @RyanBonnici | #SMC2016 | @HubSpot
Total blog posts
%LeadGrowth
Impact of total published blog posts on inbound leads
Read: leads increase as your content increases
NOT JUST FLUFFY LOVE.
REAL LOVE.. IN THE FORM OF LEADS
Leads
EffortEffort
42. @RyanBonnici | #SMC2016 | @HubSpot
5 DIGITAL HACKS
Attraction
3.0
Personalised
content
Optimise for
conversion
Create
utility
Use tools
+ data
43. @RyanBonnici | #SMC2016 | @HubSpot
Attraction
3.0
Personalised
content
Optimise for
conversion
Create
utility
Use tools
+ data
DIGITAL HACK #1
45. @RyanBonnici | #SMC2016 | @HubSpot
Create a
Buyer Persona
based on your
IDEAL
CUSTOMER
makemypersona.com
46. @RyanBonnici | #SMC2016 | @HubSpot
Demographics
• Mid-sized company (25-200 employees)
• Marketing team of 2-5 people
• Undergrad Degree
• 30, Married, 1 Child
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
MARKETING
MARY
47. @RyanBonnici | #SMC2016 | @HubSpot
YOUR
BUYER
PERSONA
INFORMS
YOUR
STRATEGY:
Place Time
Content
54. @RyanBonnici | #SMC2016 | @HubSpot
Too vague, I don’t
want to click now.
LEVERAGE THE
CURIOSITY GAP
Donald Trump
says something
bad, again.
55. @RyanBonnici | #SMC2016 | @HubSpot
Too vague, I don’t
want to click now.
Too specific.
I don’t need to click.
LEVERAGE THE
CURIOSITY GAP
Donald Trump says
“I want the middle
class to be tied to
the roof of my car.”
Donald Trump
says something
bad, again.
56. @RyanBonnici | #SMC2016 | @HubSpot
Too vague, I don’t
want to click now.
Too specific.
I don’t need to click.
Just enough,
I want to click.
LEVERAGE THE
CURIOSITY GAP
Donald Trump says
“I want the middle
class to be tied to
the roof of my car.”
You will not believe
what Donald Trump
wants to do to you.
Donald Trump
says something
bad, again.
62. @RyanBonnici | #GrowWithHubSpot | @HubSpot
google.com.au
Search Google or type URLglasses that will make me look smart when presenting at events
glasses that will make me look smart when presenting at events – Google Search
glasses that will make you look smart
smart and stylish glasses for 2016
designer glasses 2015
designer glasses 2014
Consideration
Decision
Awareness
66. @RyanBonnici | #GrowWithHubSpot | @HubSpot
google.com.au
Search Google or type URLwhy do i keep getting headaches at work?
why do i keep getting headaches at work? – Google Search
avoid headaches at work
what headache medication works best
how to reduce eye strain at work
how to be healthy at work
Consideration
Decision
Awareness
72. @RyanBonnici | #SMC2016 | @HubSpot
Form data helps us build
personas. It’s the key to
contextual marketing.
But we need to build on
what we know.
Gather explicit data via forms
73. @RyanBonnici | #SMC2016 | @HubSpot
Demographic Data
First & Last Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location
Such as demographic data
74. @RyanBonnici | #SMC2016 | @HubSpot
What people do when
they’re on your site, landing
pages, email.
Leverage this to personalise
all aspects of our marketing.
Gather implicit data via behaviour
75. @RyanBonnici | #SMC2016 | @HubSpot
Behavioural Data
Blog articles read
Forms completed
Content downloaded
Website visits
Emails opened
Social media actions
Videos watched
Such as behavioural data on your site
85. @RyanBonnici | #SMC2016 | @HubSpot
Leads
MQLs
Subscribers
HOW DO YOU CONVERT TRAFFIC?
What you want
To establish a relationship
and open communication.
For blog subscribers you
want email address and
first name.
88. @RyanBonnici | #SMC2016 | @HubSpot
Leads
MQLs
Subscribers
HOW DO YOU CONVERT LEADS?
What you want
To get data about the person to
further refine your comms and
begin to identify if they are a fit.
For leads you may want company
name, job title, employee size.
93. @RyanBonnici | #SMC2016 | @HubSpot
TITLE
• Say what it is
• Begin with hook
• Don’t use fluff
94. @RyanBonnici | #SMC2016 | @HubSpot
BODY
• Avoid long copy
• Use bullet points
• Bold key points
• Include an image
95. @RyanBonnici | #SMC2016 | @HubSpot
FORM
• Begin with CTA
• Right # of fields
• Actionable button
*150% increase
in lead quality with
form verification.
96. @RyanBonnici | #SMC2016 | @HubSpot
What you want
A potential customer to signal
they want to begin a sales
conversation.
Filling out a contact sales form,
demo, or starting a free trial.
Leads
MQLs
Subscribers
HOW DO YOU CONVERT MQLS?
104. @RyanBonnici | #SMC2016 | @HubSpot
Create
utility
Personalised
content
Attraction
3.0
Optimise for
conversion
Use tools
+ data
DIGITAL HACK #4
105. @RyanBonnici | #SMC2016 | @HubSpot
Create free tools your buyer
persona will find useful.
THEY ARE
CONTENT
TOO!
106. @RyanBonnici | #SMC2016 | @HubSpot
WEBSITE.GRADER.COM
• Freemium hack
• Instead of giving away a part of
the solution, give away a tool
that diagnoses the problem.
• 60K leads from this / year
107. @RyanBonnici | #SMC2016 | @HubSpot
UNSPLASH.COM
• Built by Crew - a website that
connects freelancers with
projects to be done.
• Started as a small side project.
• Today it receives 11 million
unique users per month
108. @RyanBonnici | #SMC2016 | @HubSpot
EXECUTIV.CO
bonni.ci/leadership-course
• Went very far up the funnel
(outside of executive coaching).
• What does every executive wonder
about? Leadership.
• Over 100K monthly searches
for “leadership course”
112. @RyanBonnici | #SMC2016 | @HubSpot
CONTENT THEFT FAQ
• Use BuzzSumo & find great content
• Wrap link in your Snip.ly shortener
• Share the link with your own CTA
• Generate traffic back to your site
• AB test different links and headlines
113. @RyanBonnici | #SMC2016 | @HubSpot
Schedule social updates
when your followers are
THE MOST ACTIVE
116. @RyanBonnici | #SMC2016 | @HubSpot
Analyse other
brands competitors
tracking URLs by
ADDING A “PLUS”
117. @RyanBonnici | #SMC2016 | @HubSpot
1. Attraction 3.0
2. Personalised content
3. Optimise for conversion
4. Create utility
5. Use tools + data
PULL IT ALL
TOGETHER
118. @RyanBonnici | #SMC2016 | @HubSpot
BONNI.CI/FREE-CHECK
GET A FREE 30 MINUTE
MARKETING ASSESSMENT
119. @RyanBonnici | #SMC2016 | @HubSpot
THANKS
#SMC2016
PS: I really love open
discussion and debate.
Tweet me @ryanbonnici