CREATING

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CREATING




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Presentations text content in CREATING

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CREATING REMARKEABLE CONTENT IN TRADITIONAL INDUSTRIES

April 2014

Dan Tyre, HubSpot

@

dantyre

dtyre@hubspot.com

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Welcome & IntroductionDefine “boring” Tips for ZIPCrowd sourcing exerciseQ&A

Agenda

Slide3

DANTYRE

Employee #6 @ HubSpot

Sponsor of the PHX HUGContent creation machine

@dantyre

Slide4

What is solder?

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Slide6

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WHY DO WE THINK WE’RE BORING?

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Why do we think we’re boring?

Exciting vs.

H

elpful

Useful vs. Sexy

You know who cares? Warm leads!

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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

Source:

HubSpot

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Have a personality: Zombie home buyers

Beyond the boring

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“Screw ‘sexy.’ Be helpful.” – Dan Moyle

Beyond the boring

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SHIFT FOCUS: JOURNALISM

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Engaging storiesSolve those problemsGain trust, gain evangelists

Shift focus: Journalism

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Use Engaging Stories

Source: hubspot.com

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Use Data to Measure & Improve

Tell the story of buying a first house: most popular article in views, conversions, links

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Solve Those Problems

When I have a problem, I should find you.

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Gain Trust, Evangelists

Using facts and stories rather than flash and flair builds trust. Trust builds relationships. Great evangelists come from great relationships.

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WHAT IS A KEYWORD?

JOURNALISM: 101

Who | What | Why | When | Where

Jimmy Olsen

How (Do I solve my problem with your service/product/company?)

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WHERE DOES THE CONTENT BEGIN?

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Content begins with the customerAsk your sales teamAnswer all questions

WHERE DOES THE CONTENT BEGIN?

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Where does the content begin?

Customer Questions:

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?

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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?

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Newsjacking

helps by maintaining relevancy.

Newsjacking helps keep your boring industry interesting.

Newsjacking

is fun to do as a content creator.

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Evergreen Content

http://upload.wikimedia.org/wikipedia/commons/f/ff/Hawk_Flying_by_Pine_Tree.jpg

Content That Lives On

Every question a customer has asked, another one will ask. It’s not boring if it’s helpful.

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IS IT WORKING?

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Tools to Measure Success

Tools: Page performance

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Tools: emailMeasure delivers, clicks

Metrics That Matter

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Test. Test. Test.

Test everything: CTAs, social media and more

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Final Thoughts

Screw sexy. Be helpful.

Tell a story – be creative

Test. Test. Test.

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QUESTIONS?

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THIS IS HOW WE CHANGE THE GAME

@

dantyre

dtyre@hubspot.com


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