If you're a small business owner or a professional marketer getting started with inbound marketing, you're probably worried about creating content. Writing useful, popular content doesn't require that you come up with spellbinding new ideas every day but you need tools and strategies that make it easy to create your content online and share it to increase traffic and attract new business. Learn how the HubSpot software and methodology allows thousands of customers to easily create content, optimize it for search, share it in social media and track their results.
How to Attract More Customers With Content Using Hubspot
1. Download these slides:
SlideShare.net/HubSpot
How to Attract More
o tt act o e
Customers With Content
Using HubSpot Software
Ellie Mirman
Inbound Marketing Manager
HubSpot
Twitter: @ellieeille
2. Agenda
I. About HubSpot & Inbound Marketing
II. Create Content
III. Optimize Content
IV.
IV Promote Content
V. Convert with Content
VI. How to Measure It
3. Who is HubSpot?
• Founded: 2006 1,700+ Customers
• Team: 90 (15 MIT)
T 90 (15 MIT)
• A: $5m General Catalyst
• B: $12m Matrix Partners
8. Inbound Marketing Process
Process Tools
• Publish • Content Mgmt
• Optimize Get Found • Blogging
• Promote • Social Media
• SEO
• Target • Offers / CTAs
• Capture Convert • Landing Pages
• Nurture • Emails
• Lead Intel
• Test • Analytics
• Analyze
ay e Analyze
• Repeat
10. Proven ROI of Inbound Marketing
Cilk Arts Increases Leads 500%
Makana Solutions 3x Leads, 2x Conversions
Vocio Pays for HubSpot 30x Over with New Leads
Objective Management Group Grows Leads 360%
Bridge Group Doubles Online Leads
g p
www.HubSpot.com/ROI
12. Agenda
I. About HubSpot & Inbound Marketing
II. Create Content
III. Optimize Content
IV.
IV Promote Content
V. Convert with Content
VI. How to Measure It
13. Small Business Owner Grows Leads 50x w/ Content
• Georgia
Golf Academyy
• Blog + ebooks +
videos =
• Increased traffic &
lead volume 50x
• 300+ blog
subscribers
• 4,000+ inbound
links
http://www.hubspot.com/customer-case-studies/bid/4791/Georgia-Golf-
Academy-Grows-Inbound-Leads-50x
17. What Kind of Content?
“The kind of online content
that your buyers naturally
gravitate to.”
- David Meerman Scott
Author of The New Rules of
Marketing & PR
www.webinknow.com
18. A Word of Caution
• B i
Business content DOES NOT mean
t t
content about the products and
services you sell
y
• Create content that’s useful and
interesting to your target personas
19. What Content Channels Are Best?
• Blog
• Podcast
• Videos
• Photos
Ph t
• Presentations
• eBooks
• News Releases
20. Get Into the Content Mindset
• Make emails into blog posts
• Turn forum posts into blog
posts
• Sh t videos at events
Shoot id t t
• Interview customers for your
b og
blog
• Repurpose company data for
public reports
• Share lessons you learn
Flick Photo: Cindiann
22. Agenda
I. About HubSpot & Inbound Marketing
II. Create Content
III. Optimize Content
IV.
IV Promote Content
V. Convert with Content
VI. How to Measure It
32. Optimize “Off-Page”
• Recommendations from friends
1. I
1 “I know HubSpot”
HubSpot
2. “HubSpot has great marketing software”
3.
3 You trust the person saying this
• Links are online recommendations
1. A link: www.HubSpot.com
2.
2 Anchor text: Internet Marketing
3. Link is from a trusted website
33. How Do You Get Links?
Have something worth linking to.
36. Agenda
I. About HubSpot & Inbound Marketing
II. Create Content
III. Optimize Content
IV.
IV Promote Content
V. Convert with Content
VI. How to Measure It
38. Social Media Is Now a Staple
Flickr: anitacanita Flickr: sierravalleygirl
• Unmeasured • Highly measurable
• Small scale • Massive scale
• No business impact • Major driver of leads, sales
• But lots of fun • Still fun
39. PR, Social-Media Style
Need to urgently speak with a business that is very
actively leveraging social media strategies; for ZDNet
I spoke about our use of social media for biz on 2 panels -
http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9
408 555-5555?
I will call you right now
44. Agenda
I. About HubSpot & Inbound Marketing
II. Create Content
III. Optimize Content
IV.
IV Promote Content
V. Convert with Content
VI. How to Measure It
45. Convert Traffic to Leads to Customers
Calls to Action
Landing Pages
Lead Nurturing
Lead Intelligences
45
51. Agenda
I. About HubSpot & Inbound Marketing
II. Create Content
III. Optimize Content
IV.
IV Promote Content
V. Convert with Content
VI. How to Measure It