Description
1) How inbound marketing and content is relevant to your business
2) Why you should be putting it at the forefront of your marketing campaign.
3) Marketing efforts across large organizations
A Good Girl's Guide to Murder (A Good Girl's Guide to Murder, #1)
INBOUND MARKETING: HOW CONTENT IS YOUR SECRET WEAPON (BY: MATTHEW BARBY, GLOBAL HEAD OF GROWTH & SEO @ HUBSPOT) #ContentIsrael15
1. Inbound Marketing: How
Content is Your Secret Weapon
Content Israel Summit // 1st December 2015
@hubspot // @matthewbarby
2. Here I am.
1 Global Head of Growth & SEO at HubSpot.
2 Lecturer for the Digital Marketing Institute.
3 Award-winning blogger.
4 Worked with brands around the world to
acquire new customers.
@hubspot // @matthewbarby
9. 33% of social network users
agree that they trust what they
read and see on sites like
Facebook.
@hubspot // @matthewbarby Source: eConsultancy Digital Marketing Trends
10. Your buyer likes to educate
themselves rather than speak to
sales people.
@hubspot // @matthewbarby
11. 60% of the sales cycle is over
before a buyer talks to your
salesperson…
@hubspot // @matthewbarby Source: Corporate Executive Board
23. 1 Define your buyer persona(s)
@hubspot // @matthewbarby
24. Marketing Mary
• Professional marketer (VP, Director, Manager)
• Mid-sized company (25-200 employees)
• Small marketing team (1-5 people)
• BComm (BU), MBA (Babson)
• 42, Married, 2 Kids (10 and 6)
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
Loves HubSpot because:
• Easy to use tools that make her life easier
• Learn inbound marketing best practices
• Easier reporting to sales and CEO
@hubspot // @matthewbarby
25. 2Map out the interests and
problems facing each of your
personas
@hubspot // @matthewbarby
35. Break down your keyword
research into head and long-tail
phrases.
@hubspot // @matthewbarby
36. Head Keyword: usually a maximum
of two words in length but usually
one, and will be very broad, for
example, “dress” or “red dress”.
@hubspot // @matthewbarby
37. Long-Tail Keyword: much more
specific and usually a minimum of
three words in length. It expands
further on the body keyword and
generally is searched for less, for
example, “where to buy a red
dress”.
@hubspot // @matthewbarby