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I’ve Created My Content, Now What?Amanda Sibley

Campaigns Manager, HubSpot

Marketing - Campaigns Team, HubSpot

#CertifiedScubaDiver

@AmandaSibley

AMANDASIBLEY

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Inbound.org/amanda

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Today, HubSpot has over 2,000 ebooks, with an average of 6k downloads each.

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The First Piece of Content I Made at HubSpot…

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The First Piece of Content I Made at HubSpot…

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A coordinated campaign generated

72% more leads than a non-coordinated one.

THREE PHASES OF CAMPAIGN LAUNCH:

Organization & Planning

Promotional Options

Analysis and Reporting

THREE PHASES OF CAMPAIGN LAUNCH:

Organization & Planning

Promotional Options

Analysis and Reporting

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1 Set goals2 Host a team brainstorm

Phase 1: Organization and Planning

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1 SET GOALS

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WEBSITE TRAFFIC

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BRANDING

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LEAD GENERATION

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MQL/SQL

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DIRECT SALES

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Our goal: Lead generation

(Of this ebook!)

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2 BRAINSTORM & SET UP TIMELINES

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ORGANIZE TASKS AND DETERMINE WHO CAN HELP

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HAVE A LAUNCH PLAN WITH TIMING3

WEE

KS P

RIO

R

2 W

EEKS

PRI

OR

1 W

EEK

PRIO

R:

Brainstorm promotional activities

Assign owners & deadlines

Social images

Finalize content positioning

Blog posts Website CTAs Email copy Landing page

copy Start LinkedIn

discussion

Send email

Post social posts

Post blog posts

Measure

Analyze

LAU

NCH

DAY

POST

LAU

NCH

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TEMPLATE FOR BRAINSTORM

THREE PHASES OF CAMPAIGN LAUNCH:

Promotional Options

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Promotional Options + Optimization ExperimentsEmail PromotionsBlogging

WebsiteSocial MediaEmailGuest BloggingSocial Advertising Experiments

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Companies that blog are 13x more likely to see a positive

ROI, than those who don’t. (State of Inbound 2014)

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1. BLOGGING

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1. BLOGGING

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1. BLOGGING

1. Pull a SECTION from the ebook2. Create a LIST related to the offer3. EXPAND on one of the topics briefly discussed4. UPDATE an older post related to the topic5. MISCONCEPTIONS about the topic6. EXAMPLES of the topic

BLOG TOPIC IDEAS:

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1. BLOGGING

http://www.hubspot.com/blog-topic-generator

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Promotional Options + Optimization ExperimentsEmail PromotionsBlogging

WebsiteSocial MediaEmailGuest BloggingSocial Advertising Experiments

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Your website is your greatest asset. More

people view your webpages than anything else.

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2. WEBSITE

Homepage or Log-in Page

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2. WEBSITE

Create a Content Library

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2. WEBSITE

Featured Offer

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Promotional Options + Optimization ExperimentsEmail PromotionsBlogging

WebsiteSocial MediaEmailGuest BloggingSocial Advertising Experiments

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Social media has become the most

important channel for marketers and sales professionals alike.

(State of Inbound 2014)

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3. SOCIAL MEDIA

Change Cover Photo

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3. SOCIAL MEDIA

Posts with images 2-3 times during launch week

Post once a week during the month after launch

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Twitter:• Tweets throughout launch week• Tweets of content that performed best after launch week• Changing cover photo *** (Premium)• Hashtag associated with offer• Twitter chat with author• Monitoring of “Click-to-Tweets” from blog posts and ebooks

3. SOCIAL MEDIA Change Cover

Photo Pin a Tweet

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Twitter:• Tweets throughout launch week• Tweets of content that performed best after launch week• Changing cover photo *** (Premium)• Hashtag associated with offer• Twitter chat with author• Monitoring of “Click-to-Tweets” from blog posts and ebooks

3. SOCIAL MEDIA Tweets with images

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Tweets with images generate 55% more leads. (HubSpot)

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Twitter:• Tweets throughout launch week• Tweets of content that performed best after launch week• Changing cover photo *** (Premium)• Hashtag associated with offer• Twitter chat with author• Monitoring of “Click-to-Tweets” from blog posts and ebooks

3. SOCIAL MEDIA Tweets from content author

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3. SOCIAL MEDIA Post to your company page on launch day

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3. SOCIAL MEDIA Start a LinkedIn group discussion pre-launch

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Promotional Options + Optimization ExperimentsEmail PromotionsBlogging

WebsiteSocial MediaEmailGuest BloggingSocial Advertising Experiments

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Email marketing has an ROI of 4,300%

(Direct Marketing Association)

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Email Promotion - PersonalizationEmail Promotions 4. EMAIL Personalize your email sender name

31% increase in CTR!

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Email Promotion - PersonalizationEmail Promotions 4. EMAIL

Use smart content to personalize email copy

Include personalized content

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Email Promotions 4. EMAIL

Encourage Sharing

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Email Promotions 4. EMAIL Make Sharing Fool-Proof

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Email Promotions 4. EMAIL Get Creative with Images

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Promotional Options + Optimization ExperimentsEmail PromotionsBlogging

WebsiteSocial MediaEmailGuest BloggingSocial Advertising Experiments

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Keep your content high quality, and get in front

of a new audience.

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5. GUEST BLOGGING

New audience

Inbound links

Long tail promotion

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5. GUEST BLOGGING

Find relevant blogs

Use tools for professional outreach

Add value

Always link back to your content

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Promotional Options + Optimization ExperimentsEmail PromotionsBlogging

WebsiteSocial MediaEmailGuest BloggingSocial Advertising Experiments

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Social advertising gives you access to over a billion people, and

allows you to target your specific audience.

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Promotional Options + Optimization ExperimentsEmail Promotions 6. PAID

Promoted Content

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Promoted Tweets increase offline sales by 29% (VentureBeat)

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Promotional Options + Optimization ExperimentsEmail Promotions 6. PAID

Retargeting

Audience: Current databaseGoal: Downloads + Sharing

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Promotional Options + Optimization ExperimentsEmail PromotionsBlogging

WebsiteSocial MediaEmailGuest BloggingSocial Advertising Experiments

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Promotional Options + Optimization Experiments-Promotional Options + Optimization ExperimentsEmail Promotions 7. EXPERIMENTS

Influencer &

VIP Customer Outreach

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SlideSharePromotional Options + Optimization ExperimentsEmail Promotions 7. EXPERIMENTS

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Promotional Options + Optimization ExperimentsEmail Promotions 7. EXPERIMENTS

Video Marketing

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Promotional Options + Optimization Experiments-Promotional Options + Optimization ExperimentsEmail Promotions 7. EXPERIMENTS

Live Event Optimization

THREE PHASES OF CAMPAIGN LAUNCH:

Analysis & Reporting

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REMEMBER THAT GOAL?

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WHERE TO START WHEN MEASURINGIf Your Goal is… Look at…

Website traffic Website views compared to equal time period before the launch of your campaign

Branding New followers, mentions, blog views & comments, and reviews

Lead generation Leads generated by source from your specific campaign

Qualified leads (MQL/SQL) Leads that turned into MQL/SQL from your campaign, or # of leads sales considers MQL/SQL

Direct Sales Revenue driven directly or indirectly from your campaign

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TRACKING RESULTS

*(Sample Data)

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ANALYZE EACH PROMOTIONAL CHANNEL USED

Blogging Website Guest Blogging

Social Media Email Other Paid0

100

200

300

400

500

600

700

0.00%0.50%1.00%1.50%2.00%2.50%3.00%3.50%4.00%4.50%5.00%

200

600

60160

300 270

100

4.30%4.00% 4.00%

3.50%3.00% 2.90%

2.50%LeadsConversion

*(Sample Data)

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THANK YOU!

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QUESTIONS ?