Content marketing is the practice of creating relevant and compelling content in a consistent fashion to a targeted buyer, focusing on all stages of the buying process, from brand awareness through to brand evangelism. The purpose of content strategy is to facilitate the consistent delivery of interesting stories. The end result is that you will attract and retain the attention of the targeted audience that you want to reach. Inbound marketing is the combination of techniques that allows you to attract visitors, convert leads, close customers, and delight promoters. One of the greatest benefits of inbound marketing is that it’s continuous and compounding. Inbound marketing offers a profound opportunity to connect with and help your leads succeed with your product on their terms. Using tools and applications that help you create and deliver content that will appeal to precisely the right people (your buyer personas) in the right places (marketing & sales channels) at just the right times (lifecycle stages).

1. Content & Inbound
Marketing Strategies

2. What is Content Marketing?
Content marketing is the practice of creating relevant and compelling
content in a consistent fashion to a targeted buyer, focusing on all stages of
the buying process, from brand awareness through to brand evangelism.
The purpose of content strategy is to facilitate the consistent delivery of
interesting stories. The end result is that you will attract and retain the
attention of the targeted audience that you want to reach.
“We’ve done our research, and we are confident we can get more business
if our customers see us as leaders in our industry. To do this, we need to
market high quality content that is relevant to our customers and our
business. We’ll figure out what that looks like, how we’ll make it work, how
we’ll know if its working and how we will keep improving”

3. Content Marketing Strategy & Tactics
Source: http://searchenginewatch.com/article/2227499/SEO-Content-Confusion-Clarity

4. Content Marketing Channels
Source: contentmarketinginstitute.com

5. What is Inbound Marketing?
Inbound marketing is the combination of techniques that allows you to
attract visitors, convert leads, close customers, and delight promoters.
One of the greatest benefits of inbound marketing is that it’s continuous
and compounding. Inbound marketing offers a profound opportunity to
connect with and help your leads succeed with your product on their terms.
Using tools and applications that help you create and deliver content that
will appeal to precisely the right people (your buyer personas) in the right
places (marketing & sales channels) at just the right times (lifecycle
stages).

6. Inbound Marketing Channels
Source: http://moz.com/blog/community-the-inbound-resource-you-forgot-about

7. Inbound Marketing Strategy & Tactics
Source: http://blog.gleanster.com/2014/06/03/practical-approach-inbound-marketing/

8. Know Your Customer?
Buyer Personas

9. Source: hubspot.com

10. Source: http://topwebseiten.de/customer-journey-modelling.de

11. Customer Profile Questions
Role:
• What is their job role/title?
• How is their job measured?
• What does a typical day look like?
• What skills are required to do their job?
• What knowledge and tools do they use in their job?
• Who do they report to? Who reports to them?

12. Customer Profile Questions
Company:
• In which industry or industries does your company work?
• What is the size of your company (revenue, employees)?
Goals:
• What are you responsible for?
• What does it mean to be successful in your role?
Challenges:
• What are your biggest challenges?

13. Buyer Persona Information
Identifiers:
• Key personality traits (extroverted? Reserved?)
• Mannerisms
• Job identifiers (Works 60 hours/week, prefers email over direct mail, etc.)
Goals:
• What is their Primary Goal
• What is their Secondary Goal

14. Buyer Persona Information
Challenges:
• Biggest challenge to persona’s success
• Needs in order to achieve success
Value Proposition:
• How your company solves your persona’s challenges
• How your company is positioned to achieve persona’s goals
Common Objectives:
• What are the most common objections to your product/service from this
persona?

15. Buyer Persona Information
Marketing Message:
• How will you convey the value and position your solution to this specific
persona?
Elevator Pitch:
• This should be a simple description of your solution that everyone in your
company understands.

16. Who, What, Where, How &
Why

17. Source: http://www.clickz.com/clickz/column/2293905/creating-an-inbound-marketing-content-strategy

18. Awareness
Branded
Known
Engaged
QualifiedTargets
MQLLeads
SalesLead
Opportu
nity
Win
NurturingUnknown
Inbound Marketing Aim

19. Source: http://www.smartinsights.com/content-management/content-marketing-strategy/the-content-marketing-matrix-new-infographic/

20. Source: http://jess3.com/eloqua-content-grid-v2/

21. Source: hubspot.com

22. Inbound Marketing Team,
Tools & Useful Resources

23. Inbound Marketing Team
• Team Lead - Digital Marketing Strategist
• Content Marketing Manager (CMM)
• Social Media Marketing Manager (SMM)
• Inbound Marketing Specialist (IMS)
• Website/Graphic Designer
• Marketing Team Member

24. Useful Tools
• Analytics - Google Analytics & Webmaster Tools
• Tracking utm’s – http://gaconfig.com/google-analytics-url-builder/
• Blogging CMS - Wordpress (& Plugins)
• Social Media Management - Buffer, SproutSocial
• Automation via Triggers - IFTTT
• CRM Solution – SalesForce or SugarCRM
• Email Marketing - Mailchimp
• Webinars - GoTo Meeting (Google Hangout)

25. Useful Tools
• SEO Tools - Moz, SEMRush, MajesticSEO, etc
• Paid Ads Management - acquisio.com
• Retargeting -
http://marketing.wordstream.com/RemarketingToolkitDownload.html
• Landing Page Optimisation - Unbounce, Optimizely
• Content Marketing Calendar & Templates -
http://contentmarketinginstitute.com/2013/06/essential-content-
templates-checklists/

26. Marketing Automation / Drip Nurturing
Tools
Source: https://www.g2crowd.com/categories/marketing-automation

27. • http://contentmarketinginstitute.com/
• https://app.hubspot.com/library/
• http://www.marketo.com/resources/
• http://www.marketo.com/media/how-to-build-a-better-inbound-
marketing-machine/
• http://unbounce.org
• http://moz.com
• https://econsultancy.com
Useful Resources

28. Thanks
Q & A time
Let’s connect:
Inbound Marketing Director – Pieter S Verasdonck
@PSVerasdonck