Content Marketing for Inbound Lead Generation by Jeanne Hopkins of HubSpot, Social Fresh Charlotte 2011
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Content Marketing for Inbound Lead Generation by Jeanne Hopkins of HubSpot, Social Fresh Charlotte 2011
- 1. Content Marketing for Inbound Lead Generation Jeanne Hopkins Director of Marketing @ HubSpot
- 2. 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
- 4. Inbound marketing is a fundamental shift in how we relate to potential customers
- 5. Stop pushing advertising messages in the hopes that one will get through SKIP ADS UNSUBSCRIBE RECYCLE/TRA SH SAY „DO NOT CALL‟
- 6. Start attracting leads through relevant, useful, easy-to-find content when they need it
- 7. Stop forcing leads through your decision process
- 8. Readiness to buy… Start responding to how they make decisions – adapt to their interests and timeline.
- 9. VS PUSH PULL PAID EARNED RENT OWN INTERRUPT ATTRACT INVENTORY ASSET
- 11. Social Media Search Engine Marketing Marketing Content Marketing Conversion Marketing Lead Nurturing Sales Support
- 12. 1 Content 2 Search Lessons from 3,706,342 3 Social companies 4 Mobile
- 13. CONTENT 1
- 14. Publish vs. Advertise People ignore ads. 0.2% Click Through Rate Be the content, not the ads around the content.
- 16. 55% more website visitors for companies that blog.
- 17. Tips for Content • Talk about the industry, not yourself • Use lots of different media
- 18. SEARCH 2
- 19. Context + Authority
- 20. On-Page SEO Essentials 1 Page Title Headings 2 & Content 3 Description
- 21. Authority is determined by links
- 22. 7 Links = Top 15% of all web pages Source: SEOMoz.org
- 23. Blogs attract 97% more links
- 25. Where is Search Going? Where is search going?
- 26. Link Social Context + Authority + Proof
- 27. The “Like” is replacing the “Link”
- 28. 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
- 29. SOCIAL 3
- 30. % Companies Acquiring Customers via Social Channels 57% 48% 57% 42%
- 32. Content Makes You Interesting
- 34. MORE! Good content gets shared
- 35. 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
- 36. MOBILE 4
- 37. 86% of C-level execs have a smartphone The majority say it is their primary communication tool
- 38. Is your website mobile-optimized?
- 39. Is your email mobile-optimized?
- 40. Is your email mobile-optimized?
- 41. 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
- 42. Summary Social Content Mobile Search
- 43. THANK YOU Jeanne Hopkins twitter.com/jeannehopkins linkedin.com/in/jeannehopkins jhopkins@hubspot.com www.HubSpot.com