This webinar covered content marketing strategies for economic development organizations. It began with an introduction of the presenters and an overview of Atlas, an agency that specializes in economic development marketing. Next, it discussed the problems with traditional economic development marketing and defined content marketing. It explained why economic development organizations should implement content marketing strategies and the differences between content marketing and inbound marketing. The webinar then reviewed how Hubspot chooses which communities it can open offices in and provided steps to build a successful content marketing strategy. Finally, it discussed how content can be used across a company's expansion and relocation process.

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Your Webinar hostS
Guillermo Mazier – Director, Strategic Accounts
– Former economic developer and tourism marketer for the Costa Rican
Investment and Trade Development Board
– Managed economic development and tourism campaign for Tortugero, CR
– Industry speaker, content strategy and digital marketing specialist
Gus Delaporte– Content Strategist
– Former journalist covering real estate, economic development and finance
– Extensive experience in content development for the ED industry
– From Copenhagen, Denmark to New York City, the Nebraska Panhandle and
now Denver, Gus has lived in a variety of places and brings his passion for
communities into every piece of content that he produces
Anna Norregaard – Partner Executive @ Hubspot
– Responsible for the activation of partner programs and ongoing agency
development with HubSpot
– Recently relocated HubSpot office from Boston to Denver
– Really good food and wine, adventurous travel, flying by the seat of her
pants, and lead generation

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About Atlas
A purpose driven agency that specializes in
economic development marketing, brands and
websites. Our purpose: To create vital
communities.
“We do marketing and technology for communities that
help create jobs in the U.S.”
1. Led more economic development marketing
assignments than any other firm in the
country in the last 10 years.
2. The ONLY full service agency that
specializes in economic development
marketing, brands and websites.
3. Has developed High Performance Economic
Development Marketing, national marketing
metrics that can prove ROI for marketing,
branding and website efforts within economic
development space.

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• Continue the Conversation:
– Follow us on Twitter: www.twitter.com/AtlasAd
– Tweet questions using hashtag #ASKATLAS
– Join High Performance Economic Development LinkedIn Group
• Download Website Redesign Checklist:
http://offers.atlas-advertising.com/10-step-checklist
• View and share the slides with your colleagues (available now):
www.slideshare.com/wright0405
View the slides, continue the dialogue

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Get the report:
http://atlas-advertising.com/Home/Download-our-white-
paper.aspx
Take the survey to
participate:
http://atlas-advertising.com/Community-Benchmarking-
Study.aspx !
1 month to fill out survey

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How to Benchmark Your Community
Using Atlas High Performance Economic
Development
1. Take the survey here:
2. View your report online, here

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Meeting Agenda
1. What is the Problem with Marketing for Economic Development
– What We Learned
2. What is Content Marketing?
3. Why Have a Content Marketing Program?
4. What is Inbound Marketing?
5. The Role HubSpot Plays in Your Marketing
6. How HubSpot Chooses Which Communities it can start offices in
7. How to Build a Successful Content Marketing Strategy
8. Using Content across a Company’s Expansion and Relocation Journey
9. The Giveaway….

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THE PROBLEM WITH Traditional
MARKETING FOR ECONOMIC
DEVELOPMENT

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200+
146
175
C
s
Average number of
conversations per organization
in the last 12 months
$
234 Average capital investment per
community in the last 12 months
W
1,293
15
Average jobs announced per
organization, last 12 months
V
n
ing Economics
DEVELOPMENT ORGANIZATIONS
200+
175
Communities
shared their data
Website visits per conversation
Fact about digital economic
development:*
*Source: Atlas Advertising 2014 Report: High Performing Economic Development Organizations
Economic Developers are:
SLOW TO ADOPT DIGITAL

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39%
61%
EDO Marketers Who Use Content Marketing
Use Content Marketing
Do Not Use
Defining Content Marketing for EDOs
*Source: Atlas Advertising 2015 EDO Survey

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kon-tent mahr-ki-ting (noun)!
"Content marketing is a marketing technique of creating and distributing
valuable, relevant and consistent content to attract and acquire a clearly
defined audience – with the objective of driving profitable customer
action."
– Content Marketing Institute
Defining Content Marketing

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kon-tent mahr-ki-ting (noun)!
"Content marketing is a marketing technique of creating and distributing
valuable, relevant and consistent content to attract and acquire a clearly
defined audience – with the objective of driving profitable customer
action."
– Content Marketing Institute
Defining Content Marketing

13. Content marketing for EDOs
consists of truly digging in and
finding the precise audience
messages and methods that go
along with it.

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Why Content Marketing for
Economic Development

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30
100
90
38
Leads Costs Involved
Traditional Marketing Content Marketing
Traditional Marketing vs. Digital/Content
*Source: HubSpot State of the Industry 2014

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CONTENT MARKETING VS. INBOUND
MARKETING

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What Is Inbound Marketing?

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The role Hubspot plays in
your marketing

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Some of the things that we look for:
• Location, location, location
• Cost of talent
• Rate of growth
How Hubspot Chooses Which
Communities iT can start
offices in

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HOW TO BUILD A SUCCESSFUL
CONTENT MARKETING STRATEGY

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How to Build a Successful
Content Marketing Strategy

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Extend Digital Presence
Tell Your Story Where Your Audience
Looks for Information
Create a Continuous
Digital Lead Generation Program
4 Steps to start content marketing today
Establish an Integrated Content/
Marketing Automation Infrastructure

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Establish an
Integrated CRM/
Marketing
Automation Feature
Select MA
Platform
Implement and
integrate with
website and
SFDC
Set up lead
nurturing
Extend Current
Digital Presence
SEO/SEM Website
Content: Web &
Assets/Offers Social
Tell your story
Where your audience
looks for Information
Content
Creation and
Distribution
Social Webinars Media/Bloggers
Create a
Continuous
Content Marketing
Program
KPIs CTAs Landing Pages Email
Marketing Program Components

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Existing
Marketing
Marketing
Metrics
Conversations
Budgets and
Planning
Partnerships Digital
Audience
6 Things to Consider When Starting Content
Marketing for Economic Development

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Know Your Audience
• To create an effective content strategy, you must first be clear on your
target audience
• The most efficient way of doing this is through the creation of buyer
personas, fictional biographies of your target audience
• To create a buyer persona, start by asking simple questions:
• Who are my ideal targets?
• What are their goals?
• What are their challenges or limitations?
• How can I most effectively reach them? What types of content do
they digest?
• You may very well have multiple target personas but by answering these
questions for each of your targeted industries or customers, you will be
able to craft a fairly detailed persona for each potential contact or lead.

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Sample Buyer Persona - Manufacturing
Manufacturing Mark
Mark (60-65) is the CEO of a mid-sized automotive parts
manufacturing business in the Midwest. Mark’s
responsibilities range from business development to
finance. He is committed to the continued growth of his
business and insists on being involved in most of the
businesses processes. Because of this, his daily schedule
is full of meetings with representatives of the business’s
various departments. Due to the size and budget of the
company, Mark has not had a need for a dedicated site
selector but the business is growing rapidly and he is
considering a new, larger location in Northeast Ohio. The
selection process is new to him and he is looking for
expertise in selecting the right facility where the business
can operate now and grow in the future.

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Sample Buyer Persona – Site Selection
Site Selector Steve
Site Selector Steve (35-40) is a commercial site selector in
metro Dallas. Working for a nationally recognized brand,
Steve is well versed in market trends and analytics and is
keen to find the best solutions for his clients. Increasingly,
Steve is looking beyond the immediate city limits for those
solutions. Steve is receptive to new ideas and wants to be
at the forefront of new areas of the market. Digitally savvy,
Steve reads emails constantly. He is also a staple at real
estate industry events, both regionally and nationally.

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Using Your Buyer Personas
• Use your buyer personas to your advantage by assigning the applicable
persona to each of your contacts
• Analyze the journey those contacts take on the path to becoming a
customer
• Which search terms led them to your site?
• How long did they stay?
• What content did they consume?
• By answering these questions and applying the results to your strategy
you will become more effective in the process of increasing awareness
and developing leads
• Craft specific content with your target personas in mind

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Map Content According to the Buying Cycle
• The buying cycle can be divided into distinct stages, each with its own
unique content requirements
• Prospects in an early awareness stage are best served by content such
as blog and social media posts, easily digestible material that will draw
them to your site and increase the potential for consideration
• More detailed content in the form of webinars, white papers and other
reports, followed by case studies and testimonials are well suited to the
consideration phase
• Prospects in the final decision stage will be looking for specific
information about your offerings, detailed information information and
pricing, if applicable

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Set Up an Editorial Calendar
• Using Google Calendars or an Excel worksheet, create an editorial calendar outlining a
detailed schedule for the creation and release of marketing content
• Aim for a manageable timeline, e.g. three months, but be aware of any content that will
need to be updated regular basis
• Be specific about what topics you will cover and which personas you will cover with each
item of content
• Look for ways to repurpose content, reports can often be divided over multiple blog posts
TOPIC/TITLE CONTENT/DETAILS KEYWORD(S)
TARGET
PERSONA(S)
OFFER/CTA
MONDAY
Author: John SmithManufacturing
Industry Strengths
Outline existing industry
infrastructure, workforce
statistics, industry-specific
growth
Manufacturing,
workforce
Manufacturing
Mark
Download Our Industry
One-Sheet
Due Date: 7/29/15
Publish
Date: 8/3/15

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1. Define your Content Marketing Objectives
2. Messaging Baseline
– Content audit and development plan:
• Buyer persona targeted
• Top, middle, and bottom of the buyer journey
– Distribution: channels where prospects go to ____?
– Buyer Personas
– Message Map – unique differentiators
3. Digital Baseline
– SEO: Keyword evaluation and selection
– Website – Messaging to buyer personas, calls-to-action
– Blog
– Social media accounts: LinkedIn, Twitter, Google+
4. Lead Nurturing Baseline
– Create Unified Contact Database in marketing automation system
– Segmentation
– Establish initial KPIs and reports
Phase 1: Discover (30 days)

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1. Marketing Automation Platform:
– Integrate to website, blog, and SFDC
– Calls-to-action
– Landing pages
– Contact database
– Social media
2. Website
– Copywriting to support CTAs
– CTA placements throughout the site
3. Social Media
– Account set up and followers targeting
4. Content Creation
– Define Q1 campaign
– Premium content plan
– Blog editorial calendar
– Emails
5. Search Engine Marketing
– Set up campaigns to drive qualified leads
and build the pipeline
Phase 2: Develop (Next 30 Days)

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1. Campaign Content Development
– Blog
– Premium assets
2. Inbound Marketing
– Website content
– CTAs & landing pages
– SEO (w/ optional PPC integration)
– Email workflows
3. Social Media
– Posts, tweets, engagement
4. Email Campaigns
Phase 3: Deploy (Months 3-12)
Dare to Influence
*53 years ago, John Glenn became the first
American to orbit the Earth

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How to Measure Content Marketing
Detailed, real-time metrics for:
q Site traffic details and analytics
q Total Impressions
q Click through rate
q SEM performance
q Opt in conversions
q Downloads Traffic
q Conversions
q Leads
q Length of Sales Cycle
q Fans & Followers
q Jobs
q Capital Investment
q Views, Unique Visits, Shares

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USING CONTENT ACROSS A
COMPANY’S EXPANSION &
RELOCATION JOURNEY

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Thank you!
Contact information:
Guillermo Mazier
t: 303.292.3300 x 232
929 Broadway
Denver, CO 80203
Guillermom@Atlas-Advertising.com
www.Atlas-Advertising.com
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