Creating Content with a Purpose
Transcript of Creating Content with a Purpose
AGENDA.
1.WHY INBOUND MARKETING CAN’T EXIST WITHOUT CONTENT
2.CREATING CONTENT THAT YOUR IDEAL BUYERS LOVE
3.HOW TO MAKE CONTENT THAT CONVERTS
4.KEY TAKEAWAYS AND RESOURCES
of B2B companies plan to increase their content budgets over the next 12 months.
60%Content Marketing Institute: http://bit.ly/WocNbZ
60% of the sales
cycle is over
before a buyer
talks to your
salesperson.
CORPORATE EXECUTIVE BOARD: bit.ly/zub2I7
• What problems does he/she face in their job?
• What common questions does he/she have about your industry?
• Who does he/she report to in the company?
• What does he/she do for fun?
• How much budget control does he/she have?
BUYERPERSONAS.
Stranger Lead MQL SQL Opportunity Customer
Industry Best
Practices
Product Introduction
Product
Buyers’ Guide
Pricing Informa
tion
Customer
Case Studies
Continuing
Education
CONTENT LIFECYCLE
ATTRACT
CONVERT
CLOSE
DELIGHT
Stranger Lead MQL SQL Opportunity Customer
Industry Best
Practices
Product Introduction
Product
Buyers’ Guide
Pricing Informa
tion
Customer
Case Studies
Continuing
Education
ATTRACT
CONVERT
CLOSE
DELIGHT
Map content to the buying cycle.
KEY TAKEAWAYS
RESOURCES1.Kit: Content Creation
http://www.hubspot.com/content-creation-kit/
2.Blog post: 5 Simple Tips for Creating a Content Culture at Your Companyhttp://blog.hubspot.com/blog/tabid/6307/bid/5295/5-Simple-Tips-for-Creating-a-Content-Culture-at-Your-Company.aspx
3.Blog post: 7 Secrets to Outsourcing a Killer Content Creation Teamhttp://blog.hubspot.com/blog/tabid/6307/bid/32783/7-Secrets-to-Outsourcing-a-Killer-Content-Creation-Team.aspx