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Content Marketing
for Inbound Lead
Generation
Jeanne Hopkins
Director of Marketing @ HubSpot
I‟m Jeanne Hopkins.
Nice to meet you.                     Top 10
                                       Blog
@jeannehopkins
                   700,000
                   Inbound
                    Leads
                                    126,000
                                     Twitter
                                   Followers
                  5,000
                 Customers
                                        3.7 million
                             1,500,000     Free
                             Slideshare   Users
                                Views
IT‟S TIME
TO RETHINK
MARKETING
Inbound
  marketing is a
fundamental shift
 in how we relate
    to potential
    customers
Stop pushing
advertising messages
in the hopes that one
will get through
                                 SKIP ADS

                                            UNSUBSCRIBE
                   RECYCLE/TRA
                       SH


        SAY
   „DO NOT CALL‟
Start attracting leads
through relevant, useful,
easy-to-find content
when they need it
Stop forcing
leads through
your decision
   process
Readiness
             to buy…




Start responding to how they
make decisions – adapt to
their interests and timeline.
VS
     PUSH         PULL
      PAID        EARNED
     RENT         OWN
INTERRUPT         ATTRACT
INVENTORY         ASSET
Make
 marketing
people love
Social Media   Search Engine
 Marketing       Marketing

          Content
         Marketing


    Conversion Marketing

       Lead Nurturing


        Sales Support
1   Content


2   Search    Lessons from
               3,706,342
3   Social
               companies
4   Mobile
CONTENT
1
Publish vs. Advertise
               People ignore ads.
               0.2% Click Through Rate




                Be the content, not the
                ads around the content.
Publish Everything
Blog
Podcast
Videos
Photos
Presentations
eBooks
News Releases
55%
more website visitors
for companies that blog.
Tips for Content
• Talk about the industry, not yourself

• Use lots of different media
SEARCH
2
Context   + Authority
On-Page SEO Essentials
         1   Page Title

                                  Headings
                              2   & Content



                          3   Description
Authority is
determined
 by links
7 Links
                          =
                      Top 15%
                     of all web pages




Source: SEOMoz.org
Blogs attract
  97%
 more links
Most
Linked-To
  Words
Where is Search Going?




                         Where is
                         search
                         going?
Link          Social
Context   +   Authority   +   Proof
The “Like” is
 replacing
 the “Link”
Tips for Search
1   Use keywords your
    buyers use


    2      Focus on great content
           more than technical tweaks


3
3    Train all content creators
     on SEO basics



       4       Help Me Help You
SOCIAL
3
% Companies Acquiring
Customers via Social Channels


  57%    48%    57%   42%
Content Makes You Interesting
Image credit: netzkobold
MORE!
Good content gets shared
Tips for Social
1   Build reach using all
    your assets


    2      Content is what makes you
           interesting in social media


3
3    Make it easy for users to
     share your content



       4      Push the limits to get
              remarkable content
MOBILE
4
86% of C-level
 execs have a
  smartphone




                  The majority
                  say it is their
                    primary
                 communication
                       tool
Is your website mobile-optimized?
Is your email mobile-optimized?
Is your email mobile-optimized?
Tips for Mobile
1   Avoid images, tables,
    columns


    2      Formatted text is your friend



3
3    Use text (not images) for
     links

              Test yours at
       4      Website.Grader.com
              and Email.Grader.com
Summary

              Social
    Content

                   Mobile
          Search
THANK
 YOU

            Jeanne Hopkins
           twitter.com/jeannehopkins
        linkedin.com/in/jeannehopkins
            jhopkins@hubspot.com
         www.HubSpot.com

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Content Marketing for Inbound Lead Generation by Jeanne Hopkins of HubSpot, Social Fresh Charlotte 2011