Content & Inbound Marketing Strategies

What is Content Marketing?

Content marketing is the practice of creating relevant and compelling content in a consistent fashion to a targeted buyer, focusing on all stages of the buying process, from brand awareness through to brand evangelism.

The purpose of content strategy is to facilitate the consistent delivery of interesting stories. The end result is that you will attract and retain the attention of the targeted audience that you want to reach.

“We’ve done our research, and we are confident we can get more business if our customers see us as leaders in our

industry. To do this, we need to market high quality content that is relevant to our customers and our business. We’ll figure out what that looks like, how we’ll make it work, how we’ll know if

its working and how we will keep improving”

Content Marketing Strategy & Tactics

Source: http://searchenginewatch.com/article/2227499/SEO-Content-Confusion-Clarity

Content Marketing Channels

Source: contentmarketinginstitute.com

What is Inbound Marketing?

Inbound marketing is the combination of techniques that allows you to attract visitors, convert leads, close customers, and delight promoters.

One of the greatest benefits of inbound marketing is that it’s continuous and compounding. Inbound marketing offers a profound opportunity to connect with and help your leads succeed with your product on their terms.

Using tools and applications that help you create and deliver content that will appeal to precisely the right people (your buyer personas) in the right places (marketing & sales channels) at just the right times (lifecycle stages).

Inbound Marketing Channels

Source: http://moz.com/blog/community-the-inbound-resource-you-forgot-about

Inbound Marketing Strategy & Tactics

Source: http://blog.gleanster.com/2014/06/03/practical-approach-inbound-marketing/

Know Your Customer?Buyer Personas

Source: hubspot.com

Source: http://topwebseiten.de/customer-journey-modelling.de

Customer Profile Questions

Role:

• What is their job role/title?

• How is their job measured?

• What does a typical day look like?

• What skills are required to do their job?

• What knowledge and tools do they use in their job?

• Who do they report to? Who reports to them?

Customer Profile Questions

Company:

• In which industry or industries does your company work?

• What is the size of your company (revenue, employees)?

Goals:

• What are you responsible for?

• What does it mean to be successful in your role?

Challenges:

• What are your biggest challenges?

Buyer Persona Information

Identifiers:

• Key personality traits (extroverted? Reserved?)

• Mannerisms

• Job identifiers (Works 60 hours/week, prefers email over direct mail, etc.)

Goals:

• What is their Primary Goal

• What is their Secondary Goal

Buyer Persona Information

Challenges:

• Biggest challenge to persona’s success

• Needs in order to achieve success

Value Proposition:

• How your company solves your persona’s challenges

• How your company is positioned to achieve persona’s goals

Common Objectives:

• What are the most common objections to your product/service from this persona?

Buyer Persona Information

Marketing Message:

• How will you convey the value and position your solution to this specific persona?

Elevator Pitch:

• This should be a simple description of your solution that everyone in your company understands.

Who, What, Where, How & Why

Source: http://www.clickz.com/clickz/column/2293905/creating-an-inbound-marketing-content-strategy

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Inbound Marketing Aim

Source: http://www.smartinsights.com/content-management/content-marketing-strategy/the-content-marketing-matrix-new-infographic/

Source: http://jess3.com/eloqua-content-grid-v2/

Source: hubspot.com

Inbound Marketing Team, Tools & Useful Resources

Inbound Marketing Team

• Team Lead - Digital Marketing Strategist

• Content Marketing Manager (CMM)

• Social Media Marketing Manager (SMM)

• Inbound Marketing Specialist (IMS)

• Website/Graphic Designer

• Marketing Team Member

Useful Tools

• Analytics - Google Analytics & Webmaster Tools

• Tracking utm’s – http://gaconfig.com/google-analytics-url-builder/

• Blogging CMS - Wordpress (& Plugins)

• Social Media Management - Buffer, SproutSocial

• Automation via Triggers - IFTTT

• CRM Solution – SalesForce or SugarCRM

• Email Marketing - Mailchimp

• Webinars - GoTo Meeting (Google Hangout)

Useful Tools

• SEO Tools - Moz, SEMRush, MajesticSEO, etc

• Paid Ads Management - acquisio.com

• Retargeting - http://marketing.wordstream.com/RemarketingToolkitDownload.html

• Landing Page Optimisation - Unbounce, Optimizely

• Content Marketing Calendar & Templates - http://contentmarketinginstitute.com/2013/06/essential-content-templates-checklists/

Marketing Automation / Drip Nurturing Tools

Source: https://www.g2crowd.com/categories/marketing-automation

• http://contentmarketinginstitute.com/

• https://app.hubspot.com/library/

• http://www.marketo.com/resources/

• http://www.marketo.com/media/how-to-build-a-better-inbound-marketing-machine/

• http://unbounce.org

• http://moz.com

• https://econsultancy.com

Useful Resources

ThanksQ & A time

Let’s connect:

Inbound Marketing Director – Pieter S Verasdonck @PSVerasdonck