REMARKEABLE CONTENT . IN TRADITIONAL INDUSTRIES. April 2014. Dan Tyre, HubSpot. @. dantyre. firstname.lastname@example.org. Welcome & Introduction. Define “boring” . . Tips for ZIP. Crowd sourcing exercise. ID: 176894
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CREATING REMARKEABLE CONTENT IN TRADITIONAL INDUSTRIES
Dan Tyre, HubSpot
Welcome & IntroductionDefine “boring” Tips for ZIPCrowd sourcing exerciseQ&A
Employee #6 @ HubSpot
Sponsor of the PHX HUGContent creation machine
What is solder?Slide5Slide6Slide7
WHY DO WE THINK WE’RE BORING?Slide8
Why do we think we’re boring?
Useful vs. Sexy
You know who cares? Warm leads!Slide9
Why do we think we’re boring?
Who cares? Warm leads!
A warm lead is a much more cost effective way to market:Inbound costs 61% less per lead than disruptive marketing
Have a personality: Zombie home buyers
Beyond the boringSlide11
“Screw ‘sexy.’ Be helpful.” – Dan Moyle
Beyond the boringSlide12
SHIFT FOCUS: JOURNALISMSlide13
Engaging storiesSolve those problemsGain trust, gain evangelists
Shift focus: JournalismSlide14
Use Engaging Stories
Use Data to Measure & Improve
Tell the story of buying a first house: most popular article in views, conversions, linksSlide16
Solve Those Problems
When I have a problem, I should find you.Slide17
Gain Trust, Evangelists
Using facts and stories rather than flash and flair builds trust. Trust builds relationships. Great evangelists come from great relationships.Slide18
WHAT IS A KEYWORD?
Who | What | Why | When | Where
How (Do I solve my problem with your service/product/company?)Slide19
WHERE DOES THE CONTENT BEGIN?Slide20
Content begins with the customerAsk your sales teamAnswer all questions
WHERE DOES THE CONTENT BEGIN?Slide21
Where does the content begin?
How do I ….
How much does …
Why is …
Where do I find …
Why can’t I …
This vs That / This or That
Who do we ask for the answers?Slide22
Content begins with the customerAsk your sales teamAnswer all questionsCheck the headlinesCurrent events in the worldWhat’s going on in your client’s lives?
WHERE DOES THE CONTENT BEGIN?Slide23
helps by maintaining relevancy.
Newsjacking helps keep your boring industry interesting.
is fun to do as a content creator.Slide24
Content That Lives On
Every question a customer has asked, another one will ask. It’s not boring if it’s helpful.Slide25
IS IT WORKING?Slide26
Tools to Measure Success
Tools: Page performanceSlide27
Tools: emailMeasure delivers, clicks
Metrics That MatterSlide28
Test. Test. Test.
Test everything: CTAs, social media and moreSlide29
Screw sexy. Be helpful.
Tell a story – be creative
Test. Test. Test.Slide30
THIS IS HOW WE CHANGE THE GAME
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