Making "Boring Industry" Content Work for Your Business #INBOUND13
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INBOUND 2013 presentation by Dan Moyle. Register for INBOUND 2014 at www.inbound.com
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Making "Boring Industry" Content Work for Your Business #INBOUND13
- 1. Making "Boring Industry" Content Work For Your Business “Boring” Content Can Still Kick Ass Dan Moyle | @danmoyle #INBOUND13
- 2. Why me?
- 3. Why me?
- 4. Why me? Our key component in our marketing is education. We’re not looking for “viral” or “sexy.” We educate home buyers in order to develop relationships.
- 5. 1 2 3 4 Why do we think we’re boring? Shift focus: Journalism Where does the content begin? Is it working?
- 6. WHY DO WE THINK WE’RE BORING?
- 7. Why do we think we’re boring?
- 8. Why do we think we’re boring?
- 9. Why do we think we’re boring? Exciting vs helpful Useful vs Sexy You know who cares? Warm leads!
- 10. 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
- 11. Have a personality: Zombie home buyers Beyond the boring
- 12. Screw “sexy.” Be helpful. Beyond the boring
- 15. Shift focus: Journalism • Engaging stories • Solve those problems • Gain trust, gain evangelists
- 16. Use Engaging Stories Source: hubspot.com
- 17. Use Data to Measure & Improve Tell the story of buying a first house: most popular article in views, conversions, links
- 18. Solve Those Problems When I have a problem, I should find you.
- 19. Gain Trust, Evangelists • Using facts and stories rather than flash and flair builds trust. • Trust builds relationships. • Great evangelists come from great relationships.
- 20. Jimmy Olsen WHAT IS A KEYWORD? JOURNALISM: 101 Who | What | Why | When | Where How (Do I solve my problem with your service/product/company?)
- 21. 3 WHERE DOES THE CONTENT BEGIN?
- 22. WHERE DOES THE CONTENT BEGIN? 1 Content begins with the customer – Ask your sales team – Answer all questions
- 23. 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?
- 24. WHERE DOES THE CONTENT BEGIN? 1 Content begins with the customer – Ask your sales team – Answer all questions 2 Check the headlines – Current events in the world – What’s going on in your client’s lives?
- 25. Where does the content begin? Current events: Tie them to your industry/product or service What’s going on in your client’s life? (Relevancy) What’s going on in your industry?
- 26. Newsjacking helps by maintaining relevancy. Newsjacking helps keep your boring industry interesting. Newsjacking is fun to do as a content creator.
- 27. Evergreen Content Content That Lives On Every question a customer has asked, another one will ask. It’s not boring if it’s helpful. http://upload.wikimedia.org/wikipedia/commons/f/ff/Hawk_Flying_by_Pine_Tree.jpg
- 28. Where does the content begin? 3 Places to “Find” Content 1) Customers & Sales Team 2) Current Events – Google News 3) Cross Relevancy – zombies, Firefly, cool cars, sports
- 29. 4 IS IT WORKING?
- 30. Is it working? Find out what’s working Find out what’s not working Test. Test. Test.
- 31. Tools to Measure Success Tools: Page performance
- 32. Metrics That Matter Tools: email Measure delivers, clicks
- 33. Test. Test. Test. Test everything: CTAs, social media and more
- 34. Final Thoughts Screw sexy. Be helpful. Tell a story. Test. Test. Test.
- 35. THIS IS HOW WE CHANGE THE GAME #INBOUND13 @danmoyle @amerifirst bit.ly/inbound2013DM #INBOUND13
- 36. QUESTIONS?