REMARKEABLE CONTENT . IN TRADITIONAL INDUSTRIES. April 2014. Dan Tyre, HubSpot. @. dantyre. dtyre@hubspot.com. Welcome & Introduction. Define “boring” . . Tips for ZIP. Crowd sourcing exercise. ID: 176894
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CREATING REMARKEABLE CONTENT IN TRADITIONAL INDUSTRIES
April 2014
Dan Tyre, HubSpot
@
dantyre
dtyre@hubspot.com
Slide2Welcome & IntroductionDefine “boring” Tips for ZIPCrowd sourcing exerciseQ&A
Agenda
Slide3DANTYRE
Employee #6 @ HubSpot
Sponsor of the PHX HUGContent creation machine
@dantyre
Slide4What is solder?
Slide5Slide6Slide7WHY DO WE THINK WE’RE BORING?
Slide8Why do we think we’re boring?
Exciting vs.
H
elpful
Useful vs. Sexy
You know who cares? Warm leads!
Slide9Why 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
Slide10Have a personality: Zombie home buyers
Beyond the boring
Slide11“Screw ‘sexy.’ Be helpful.” – Dan Moyle
Beyond the boring
Slide12SHIFT FOCUS: JOURNALISM
Slide13Engaging storiesSolve those problemsGain trust, gain evangelists
Shift focus: Journalism
Slide14Use Engaging Stories
Source: hubspot.com
Slide15Use Data to Measure & Improve
Tell the story of buying a first house: most popular article in views, conversions, links
Slide16Solve Those Problems
When I have a problem, I should find you.
Slide17Gain Trust, Evangelists
Using facts and stories rather than flash and flair builds trust. Trust builds relationships. Great evangelists come from great relationships.
Slide18WHAT IS A KEYWORD?
JOURNALISM: 101
Who | What | Why | When | Where
Jimmy Olsen
How (Do I solve my problem with your service/product/company?)
Slide19WHERE DOES THE CONTENT BEGIN?
Slide20Content begins with the customerAsk your sales teamAnswer all questions
WHERE DOES THE CONTENT BEGIN?
Slide21Where 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?
Slide22Content 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?
Slide23Newsjacking
helps by maintaining relevancy.
Newsjacking helps keep your boring industry interesting.
Newsjacking
is fun to do as a content creator.
Slide24Evergreen 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.
Slide25IS IT WORKING?
Slide26Tools to Measure Success
Tools: Page performance
Slide27Tools: emailMeasure delivers, clicks
Metrics That Matter
Slide28Test. Test. Test.
Test everything: CTAs, social media and more
Slide29Final Thoughts
Screw sexy. Be helpful.
Tell a story – be creative
Test. Test. Test.
Slide30QUESTIONS?
Slide31THIS IS HOW WE CHANGE THE GAME
@
dantyre
dtyre@hubspot.com
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