How to Create Content People Actually Care About

Content 101: How to Create Content People Actually Care About

Jay Acunzo@Jay_zo#ILYmktg

Jay Acunzo - @jay_zo2

Context On Me

@Jay_zo

Senior Content Manager

Co-Founder | BosContent.com

Digital Media Strategist

Director of Content

Editor’s Note

@Jay_zo

This was NOT optimized for SlideShare, so some context is missing. I apologize. I am uploading this for the class I taught that has the full context.

Want to learn more, have me speak, or have me shut up and just send more context via email? Happy to! Shoot me a tweet @Jay_zo

Thanks! Jay

HubSpot Sells Software, But...

• 5-8 blog posts/day

• 7-10 premium offers/month

• 2M views, 230K subscribers

• 50K monthly leads

Holy Scale, Batman!

How we staff, prepare, and execute

Agenda

• Why Content?

• Content @ HubSpot

• How We Operate

• Example Campaign

• My Promise

Agenda

• Why Content?

• Content @ HubSpot

• How We Operate

• Example Campaign

• My Promise

Jay Acunzo - @jay_zo

The #1 challenge facing HubSpot’s 10,000

customers...(And really, most marketers.)

It doesn’t need to be so damn

Too many assume creating great content requires divine intervention .

Others sit & pray forcreative sparks to

strike as needed.

And some shoot for brilliance: “We need thought leadership !”

It’s actually lousy content for building audiences,

especially at first.(More on that later.)

They are

WRONG!

Great Feats of Content

You can practice content marketing sustainably and

scalably without waiting for the muse to visit.

Agenda

• Why Content?

• How to Execute

• My Promise

To be a great modern marketer is to accept

1 simple truth:

Consumers have all the power.

Period.

1 simple truth:

There are 3 BIG reasons why:

3the proliferation of media,a history of brand deception, and the historic pace of change in modern tech.

(Via @Shannopop)

In 2011, there were over one TRILLION pages on the internet.

Source: CNN

(that’s 417 web pages per person!)

Every two days, we create as much information as we did

from the dawn of civilization up until 2003.

Eric SchmidtFormer CEO of Google

The Appearance of Advertising in Human Communication.

(Graphic via @TBLittwin @Shannopop)

Jay Acunzo - @jay_zo{Advertising

first pervaded all things print.

400 years

(Graphic via @TBLittwin @Shannopop)

Then found its way into radio, TV, mailers, and the telephone. {

{In the last 20 years, it’s penetrated almost every digital channel.

22 years

Info Explosion >> Options >> Choice

Consumers have all the power.

So if...

Make Stuff People Want

(21st Century Marketing)

Make People Want Stuff(20th Century Marketing)

Then, to capture attention...

(via Smithery.co)

|But How?

Agenda

• Why Content?

• How to Execute

• My Promise

Create a Content Mission Example via HubSpot:Empower and inspire businesses 1 to 1,000 strong to transform into modern, human companies people love:

inbound companies.

Lean on 3 Things

[name][demographic][goals]

#1 – PeopleNot HubSpotter. PhotoBomber.

Gut-check: Am I okay with this resource commitment?

“Robots haven’t replaced the writers.”

Must equip your people with Personas and Process to boost efficiency & success

#2 – Personas

[name][demographic][goals]

What Are Buyer Personas?Fictional representations of your ideal customers based on real data about demographics and behavior, along with educated speculation about personal histories, motivations, and concerns.

Attract the Right Audience

“Totally agree!”

Avoid the Wrong Audience

“Totally agree!”“Poppycock!”

“I target marketers”

Mary Marketer

Good:• Exhaustive basics• Step by step help• Lighthearted, peppy tone

Bad: • Cutting-edge trends• Access to betas, free stuff• Smart, funny, techie feel

“I target marketers”

Mikey Marketer

Good:• Cutting-edge trends• Access to betas, free stuff• Smart, funny, techie feel

Bad: • Exhaustive basics• Step by step help• Lighthearted, peppy tone

“Create content for marketers.”

“Create content for Mary.”

Exercise! Buyer Persona

1. Think of a REAL customer you love. 2. Create a persona rough draft below.

What Are Buyer Personas?Fictional representations of your ideal customers based on real data about demographics and behavior, along with educated speculation about personal histories, motivations, and concerns.Grab Your Free Template: tiny.cc/persona

My Real Customer: ______________ Job Title: ______________

Gender: ____ Approx. Age: ____ Approx. HHI: ____ Marital Status: ____

List 3 of their day-to-day challenges:1.

List 3 identifiers/personality traits1. 2.3.

List 3 places they consume content1. 2.3.

#3 – Process

Monthly Process

1. Plan2. Produce3. Distribute4. Analyze

Planning = Infrastructure

Workflow2

Personas

3 Idea Pipeline

4 Ed. Cal.

ProTip to Scale

Production

& Drive ROI

Create Content Offers 1st.

Why Offers? Drive a business

action Makes content

scalable

Generate More Offers

Generate Blog Posts

Views spike upon launch

Crashes, but not to zero

Typical “How To” Post

Also spikes, but crashes to zero

Lack of demand = uncertain traffic

Vs. Thought Leadership

Weeks later, still some views

Brick by Brick: Be Helpful

Boosted by Old Posts

How to Create Content People Actually Care About

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