Make the Most of Your Marketing Assets Original and relevant content is the key to succeeding in the online marketing space today. After overcoming the challenges of coming up with valuable original content, learn how to utilize this valuable customer information to start and nurture the lead generating process. Jeanne Hopkins draws upon her years of content development conceptualizing in a number of different industries to bring you practical how-tos based on proven methods for creating content that keeps on giving. The live webinar will demonstrate how to: * Create and promote "tent pole" content * Repurpose content for multiple uses * Generate and nurture leads for four months or more with repurposed content * Determine your customers' interests through repurposed content Watch a Recording of the Webinar: http://www.actconferencing.com/webinars/content-for-lead-generation.aspx ACT Conferencing is a global provider of corporate audio conferencing, web conferencing and video conferencing services. ACT's integrated platforms provide managed, international and local-language services. www.actconferencing.com HubSpot is an Internet marketing startup whose software helps businesses get found online, generate more inbound leads and convert a higher percentage of those leads into paying customers. www.hubspot.com.

1. How to Generate Leads
with Repurposed Content
Jeanne Hopkins,
Director of Marketing, HubSpot
@jeannehopkins

2. Agenda
I. About HubSpot and the
difference between Outbound &
Inbound Marketing
II. “Tent Pole” Content
III. Repurposing Content
IV. Q&A
Twitter Hashtag: #ACTwebinar
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3. What’s HubSpot?
• Founded in July 2006; grew out of research at MIT
• Sells inbound marketing software
• 2,800+ customers; 140+ employees
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4. Outbound Marketing

5. Inbound Marketing

6. Inbound Marketing Methodology
Get Found
Convert
Analyze

7. Why Content?

8. What Kind of Content Works Best?
“The kind of online content that your
buyers naturally gravitate to.”
- David Meerman Scott
Author of The New Rules of Marketing & PR

9. Don’t Focus Too Much on Your Industry
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10. Agenda
I. About HubSpot and the
difference between Outbound
& Inbound Marketing
II. “Tent Pole” Content
III. Repurposing Content
IV. Q&A
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11. “Tent Pole” Content
• Webinars
• White Papers
• Virtual Trade
Show
• Research
Document
• Surveys
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12. Tent Pole Topics
Key – Give something
that can help or teach.
How to
Top 10 Ways
Major Industry trend or
forecast
Case Study

13. Promoting the Webinar
• Promotion starts repurposing
• Email advisories
• Posting on your website
• Press Releases
• Blog posting
• Twitter
• Facebook
• LinkedIn
• Tracking links

14. Promoting the Webinar - Internally
• Don’t forget your internal audience

15. Webinar – Lead Interaction
• Webinar is interactive
• Find out what your audience is
interested in
Q&A
Polling
Questionnaire
Offer downloads

16. Webinar – Shelf Life
• Webinar is lead
generator that keeps
on giving
Record your webinar
Post it on your website
Transcribe it

17. Webinar – Follow Up
• Thank you email
• Include slides and link to archive.
• Post on Slideshare.
• For leads, call those who attended
(not all registrants).

18. Agenda
I. About HubSpot and the
difference between Outbound
& Inbound Marketing
II. “Tent Pole” Content
III. Repurposing Content
IV. Q&A
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19. Repurpose – White Paper /ebook
• Based on and expanded from:
Webinar feedback
Transcription
Q&A

20. Repurpose – Blogging
• Break white paper into sections
• Create separate postings
• Use as focal point for social media.

21. Repurpose – Social Networking
• Don’t push product – Create dialogue

22. Repurpose - Newsletters
• Information from white paper/ webinar
• Information from feedback from blog
and social media
• Outbound/Inbound
Email newsletters
Post newsletters on website for search

23. Repurpose - Podcast
• Webinar into podcast
• Series of audio podcasts
• Promote through RSS feeds

24. Repurpose - Video
• Use comments and Q&A to create
interview

25. Timeline
• Spread out over 2-6 months
• Content has infinite shelf life

26. Cycle Starts Over
• Use comments and Q&A as research
to determine highest interest topics
• Create Webinar on that topic

27. A Word of Caution
Avoid too much content about your
product. NOBODY CARES! Really.

28. Agenda
I. About HubSpot and the
difference between Outbound
& Inbound Marketing
II. “Tent Pole” Content
III. Repurposing Content
IV. Q&A
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29. Q&A
• Ask Questions Now Through
ConferenceCast Q&A
• Follow us on Twitter:
@actconferencing
• Twitter Hashtag:
#ACTwebinar
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30. Thank You!
Sign up for a free, 7-day trial of HubSpot software:
www.hubspot.com/trial/
Connect:
LinkedIn: www.linkedin.com/in/jeannehopkins
Twitter: www.twitter.com/jeannehopkins
More questions? Post them @ actconferencing

31. Thank You!
• This free webcast was provided by ACT
Conferencing, and was delivered using ACT’s
ConferenceCast Webcast service
• Learn more about ACT’s Webinar and
Webcast Services at:
http://www.actconferencing.com/services/web-
conference/enhanced-web-conferencing.aspx
Connect:
Twitter: www.twitter.com/actconferencing
LinkedIn: www.linkedin.com/actconferencing
Blog: http://blog.actconferencing.com