Content Marketing for Inbound Lead Generation
Jeanne HopkinsDirector of Marketing @ HubSpot
I‟m Jeanne Hopkins.Nice to meet you.
@jeannehopkins700,000InboundLeads
126,000Twitter
Followers
Top 10Blog
5,000Customers
3.7 millionFree
Users1,500,000Slideshare
Views
IT‟S TIME TO RETHINK MARKETING
Inbound
marketing is a
fundamental shift
in how we relate
to potential
customers
RECYCLE/TRASH
SAY„DO NOT CALL‟
SKIP ADS
UNSUBSCRIBE
Stop pushing
advertising messages
in the hopes that one
will get through
Start attracting leads
through relevant, useful,
easy-to-find content
when they need it
Stop forcing
leads through
your decision
process
Start responding to how they
make decisions – adapt to
their interests and timeline.
Readiness
to buy…
VSPUSH
PAID
RENT
INTERRUPT
INVENTORY
PULL
EARNED
OWN
ATTRACT
ASSET
Make
marketing
people love
Social Media
Marketing
Search Engine
Marketing
Content
Marketing
Conversion Marketing
Lead Nurturing
Sales Support
Lessons from
3,706,342
companies
Content
Search
Social
Mobile
1
2
3
4
Publish vs. Advertise
People ignore ads.
0.2% Click Through Rate
Be the content, not the
ads around the content.
Publish Everything
Blog
Podcast
Videos
Photos
Presentations
eBooks
News Releases
55%more website visitors
for companies that blog.
Tips for Content
• Talk about the industry, not yourself
• Use lots of different media
Context Authority+
3
2
On-Page SEO Essentials
Page Title1
Headings
& Content
Description
Authority is
determined
by links
Source: SEOMoz.org
7 Links=
Top 15%of all web pages
Blogs attract
97%more links
Most
Linked-To
Words
Where is Search Going?
Where is search going?
ContextLink
Authority+SocialProof+
The “Like” is
replacing
the “Link”
3
Use keywords your buyers use
2 Focus on great content more than technical tweaks
3 Train all content creators on SEO basics
Help Me Help You4
1Tips for Search
% Companies Acquiring
Customers via Social Channels
57% 48% 57% 42%
Content Makes You Interesting
Image credit: netzkobold
Good content gets shared MORE!
3
Build reach using all your assets
2 Content is what makes you interesting in social media
3 Make it easy for users to share your content
Push the limits to get remarkable content4
1Tips for Social
86% of C-level execs have a smartphone
The majoritysay it is their
primary communication
tool
Is your website mobile-optimized?
Is your email mobile-optimized?
Is your email mobile-optimized?
3
Avoid images, tables, columns
2 Formatted text is your friend
3 Use text (not images) for links
Test yours at Website.Grader.com and Email.Grader.com4
1Tips for Mobile
Content
Search
Social
Mobile
Summary
Jeanne Hopkinstwitter.com/jeannehopkins
linkedin.com/in/[email protected]
www.HubSpot.com
THANKYOU