HubSpot + Taboola: Winning with Content from Creation to Distribution
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Two Taboola and HubSpot specialists teamed up to talk about how you can optimize your content for your goals, which channels are right for distribution, and took live questions from the audience.
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HubSpot + Taboola: Winning with Content from Creation to Distribution
- 1. Winning With Content: From Creation to Distribution + #WinningWithContent
- 2. Agenda ● Part 1: Content Creation ○ Intro ○ A Funnel-First Approach ○ Tips and Tricks for Content Creation ○ Common Pitfalls of B2B Content ● Part 2: Content Distribution ○ Intro / Plan of Attack ○ Channel ○ Audience Refinement ○ Putting Distribution into Action ● Part 3: Q&A #WinningWithContent
- 3. Juliana Nicholson Marketing Manager You can find me at: @jb_nicholson #WinningWithContent
- 4. Inbar Yagur Sr. Manager, Creative Strategy You can find me at: @content_fairy #WinningWithContent
- 5. YOU HAVE SEEN US BEFORE Enabling people to discover content at that moment when they are most likely to engage #WinningWithContent
- 6. CUT THROUGH THE CLUTTER #WinningWithContent
- 7. Broader is not better Everybody else is doing it, so why should you? Specificity ensures a quality and qualified user Innovate, don’t imitate PEOPLE ARE PEOPLE #WinningWithContent
- 8. A FUNNEL-FIRST APPROACH TO CONTENT Create content that fits your goal instead of forcing goals on your content Reverse engineer a content strategy that’s in-line with your user’s needs Be engaging and transparent about your goals, and users will stick around. #WinningWithContent
- 9. DISCOVER NEW AUDIENCES BY EMPOWERING THEM TO DISCOVER YOU Target audience for a small web design firm SMALL BUSINESS OWNERS ANYONE ELSE WHO HAS A WEBSITE AND WANTS TO MAKE IT LOOK GOOD. #WinningWithContent
- 10. Funnel-first content: 4 BASIC QUESTIONS WHAT IS THE ACTION YOU WANT THE USER TO TAKE? WHO IS THE USER YOU WOULD LIKE TO TAKE THAT ACTION? WHAT KIND OF CONTENT WOULD BE RELEVANT TO THAT USER? WHAT “REWARD” CAN YOU GIVE THE USER IN EXCHANGE FOR THAT ACTION? #WinningWithContent
- 11. Creating Content That Fits Your Funnel KNOW YOUR PRODUCT AND ITS AUDIENCE 10 Tips to Impress on a First Date 8 Reasons to Try Online Dating #WinningWithContent
- 12. Make it readable Focus on a single KPI Don’t hide your call-to-action Gamify your content whenever possible LANDING PAGE TIPS AND TRICKS #WinningWithContent
- 14. CTAs That Work: TEXT AND A BUTTON #WinningWithContent
- 15. CTAs That Work: INTEGRATED FORM FIELDS #WinningWithContent
- 16. Winning With Content Common CTA Mistake: RELYING ON THE RIGHT RAIL #WinningWithContent
- 17. Winning With Content Common CTA Mistake: LOOKS LIKE A BANNER #WinningWithContent
- 18. GAMIFICATION WORKS! Interaction keeps people engaged over time. Once they’ve started investing time, they’ll be more likely to see it through #WinningWithContent
- 19. SINGLE STEP PER SCREEN ALLOWS FOR LESS INTIMIDATING USER EXPERIENCE. #WinningWithContent
- 21. OTHER TIPS AND TRICKS Cookie your users so they come back Give users something in return Put yourself in the user’s shoes #WinningWithContent
- 22. COMMON PITFALLS Ignoring mobile. Too broad - B2C content for B2B goals. Newsletter sign ups as a KPI Assuming the user knows who you are Not telling the user “why” #WinningWithContent
- 25. Risks Presenting an inconsistent brand Wasting resources Frustrating prospects or customers Amplifying your reach Creating more natural experiences Eliciting greater engagement Testing and optimizing Rewards #WinningWithContent
- 26. A Timeline of Platform Growth Blogging Begins AIM Google Search Netflix MySpace LinkedIn Friendster YouTube Tumblr Flikr Facebook Twitter Buzzfeed SnapChat Pinterest Vine Apple Watch Apple iPhone 3G Instagram Google Buzz Facebook Buys Instagram Alexa 1997 1998 1999 2002 2003 2004 2005 2006 2007 2008 2010 2011 2012 2013 2014 2015 #WinningWithContent
- 28. Content Distribution Methodology Choose Your Channels Refine By Audience Map Out a Plan Publish! Measure Refine 1 2 3 4 5 6 #WinningWithContent
- 32. Publishing ● The channel holds the content ● Content can take many forms ○ Text ○ Images ○ Videos ○ Podcasts ● Different content will also have different purposes — whether to entertain, educate, or inform A publishing channel is where the visitor is consuming the content.
- 33. Main Publishing Channels Internal Website Blog Ebooks White Papers Academies Micro-sites Podcasts External YouTube Medium Press Releases Guest Blogging LinkedIn SlideShare Facebook*
- 34. Goals, Metrics and Best Practices Earn trust Brand awareness Educate Generate traffic Become an authority Engagement (secondary goal) Time on page SEO keyword rankings Traffic Sources analysis Optimize with on-page SEO Promote via engagement channels Test video Create overlap Mix owned and earned
- 35. Engagement ● Provided the framework where people can interact ● Serve as a distribution and promotion channel for content and the company ● Can amplify publishing channels An engagement channel is where the visitor is taking an action.
- 36. Main Engagement Channels Internal Website Forums Chat Landing Pages Academies Newsletter Email External Social Media PPC Reddit Quora Content Discovery User Reviews Affiliate
- 37. Goals, Metrics and Best Practices Get audience to share with others Elicit a conversation Perform an action Conversions Clicks / CTR CPA / CPC Match to the funnel stage Target / Re-target Be explicit A/B test
- 40. Define Your Audience ● What are their demographics? ● How do they engage? ● How much time do they spend with content? ● When are they online? ● What do they find credible?
- 41. Landscaper Larry Podcast Sponsored Content on Industry Sites Facebook Ads Linking to Tutorial Videos Security Scott LinkedIn Post Customer Reviews Reddit AMA
- 42. Map Out a Distribution Plan
- 43. Pairing Publishing and Engagement
- 44. PRIMARY PUBLISHING CHANNEL SECONDARY PUBLISHING CHANNEL ENGAGEMENT CHANNELS Ebook: How to Select a Landscaping Plan that Works for You Blog Post: New Ebook: How to Select a Landscaping Plan that Works for You Blog Post: What Your Shrubbery Says About You YouTube Video: 10 Tips to Help You Improve Your Lawn Medium Post: To Fertilize or Not? Email: Make Your HQ More Visually Appealing Facebook Post: Check out our latest ebook on shrubbery management. Google Ad Words: Residential Landscaping Resources Instagram: Want a #lawn like this? Check out our new ebook. SampleDistributionPlan
- 45. Pairing Publishing and Engagement Be conscious of: ● Consistency ● Format ● Target Audience ● Length/Intensity ● Purpose
- 46. ACTION ENGAGEMENT CHANNEL Landing Page: Request a Demo Start a Trial Tutorial On-site Sales Chat Bot Google Ads Facebook Ads Twitter Campaign Email Promotion SampleDistributionPlan