making "boring industry" content work for your business #inbound13
TRANSCRIPT
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#INBOUND13
Making "Boring Industry" Content Work For Your Business
“Boring” Content Can Still Kick Ass
Dan Moyle | @danmoyle
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Why me?
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Why me?
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Why me?
Our key component in our marketing is education. We’re not looking for “viral” or “sexy.” We educate home buyers in order to develop relationships.
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1 Why do we think we’re boring?
2 Shift focus: Journalism
3 Where does the content begin?
4 Is it working?
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WHY DO WE THINK WE’RE BORING?
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Why do we think we’re boring?
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Why do we think we’re boring?
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Why do we think we’re boring?
Exciting vs helpful
Useful vs Sexy
You know who cares? Warm leads!
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Why do we think we’re boring? Who cares? Warm leads!
A warm lead is a much more cost effective way to market: Inbound costs 61% less per lead than disruptive marketing
Source: HubSpot
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Have a personality: Zombie home buyers
Beyond the boring
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Screw “sexy.” Be helpful.
Beyond the boring
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2 SHIFT FOCUS TO “JOURNALISM”
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SHIFT FOCUS: JOURNALISM
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• Engaging stories
• Solve those problems
• Gain trust, gain evangelists
Shift focus: Journalism
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Use Engaging Stories
Source: hubspot.com
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Use Data to Measure & Improve
Tell the story of buying a first house: most popular article in views, conversions, links
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Solve Those Problems
When I have a problem, I should find you.
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Gain Trust, Evangelists
• Using facts and stories rather than flash and flair builds trust.
• Trust builds relationships. • Great evangelists come from great
relationships.
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WHAT IS A KEYWORD?
JOURNALISM: 101 Who | What | Why | When | Where
Jimmy Olsen
How (Do I solve my problem with your service/product/company?)
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3 WHERE DOES THE CONTENT BEGIN?
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1 Content begins with the customer – Ask your sales team – Answer all questions
WHERE DOES THE CONTENT BEGIN?
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Where does the content begin? Customer Questions: • How do I …. • How much does … • Why is … • Where do I find … • Why can’t I … • This vs That / This or That • Who do we ask for the answers?
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1 Content begins with the customer – Ask your sales team – Answer all questions
2 Check the headlines – Current events in the world – What’s going on in your client’s lives?
WHERE DOES THE CONTENT BEGIN?
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Where does the content begin?
Current events: Tie them to your industry/product or service
What’s going on in your client’s life? (Relevancy)
What’s going on in your industry?
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Newsjacking helps by maintaining relevancy.
Newsjacking helps keep your boring industry interesting.
Newsjacking is fun to do as a content creator.
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Evergreen Content
http://upload.wikimedia.org/wikipedia/commons/f/ff/Hawk_Flying_by_Pine_Tree.jpg
Content That Lives On
Every question a customer has asked, another one will ask. It’s not boring if it’s helpful.
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Where does the content begin?
3 Places to “Find” Content 1) Customers & Sales Team
2) Current Events – Google News
3) Cross Relevancy – zombies, Firefly, cool cars, sports
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4 IS IT WORKING?
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Is it working? Find out what’s working Find out what’s not working Test. Test. Test.
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Tools to Measure Success
Tools: Page performance
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Tools: email Measure delivers, clicks
Metrics That Matter
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Test. Test. Test. Test everything: CTAs, social media and more
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Final Thoughts Screw sexy. Be helpful.
Tell a story.
Test. Test. Test.
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#INBOUND13
THIS IS HOW WE CHANGE THE GAME
@danmoyle @amerifirst
bit.ly/inbound2013DM #INBOUND13
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QUESTIONS?