Tom Moin

INBOUND MARKETING SPECIALIST APAC, HubSpot

AGENDA.1. THEN AND NOW IN MARKETING.2. CONTENT MARKETING VS INBOUND MARKETING.3. STATE OF CONTENT MARKETING GLOBALLY.4. CONTENT MARKETING FUNDAMENTALS5. STATE OF CONTENT MARKETING NEW ZEALAND?

THEN Brands were in control. Buyers were constantly bombarded with billboards, commercials, and cold calls trying to sell them a product.

NOW

The customer is in control. Buyers are tuning out loud, interruptive advertising and consuming information online.

The old

86% skip

TV ads91%

unsubscribefrom email

200Mon the

Do Not Call list44%

of direct mail is never opened

BROKEN.playbook is

At its core, inbound is about building

relationships with your audience by providing

them with value.

INBOUND MARKETING VS

CONTENT MARKETING

?

RELATIONSHIP BETWEEN CONTENT MARKETING AND INBOUND MARKETING BY DEPARTMENT.

Inbound Marketing = Content + Context

Inbound Marketing = Content + Context

Deliver the right content to the right person at the right time.

EXAMPLE TEMPLATE & HUBSPOT REFERENCES FOR SPEAKERS.

GOOGLE TRENDS SEARCH: INBOUND MARKETING VS. CONTENT MARKETING .

91%Of marketers say they use content in their marketing

42% say they are

effective at it.

...but only

THAT’S GREAT, TOM.

BUT,

HOW DO I START?

RECIPE for success

PERSONAS:Your secret ingredient for effective lead nurturing.

ingredient one:

Marketer Mary

Business Size: 25-2000 employeesJob Title: VP, Director, Manager

Goals:• Generate leads and support sales with collateral• Manage company communications• Build awareness for the company

Challenges:• Too much to do! Mary is a busy lady.• Not sure how to get there. • Marketing tool and channel chaotic and disorganized.

Measuring Success:• Traffic, Leads, Registrants• Boss's Gut Check• Campaign Effectiveness

WHY MARY LOVES HUBSPOT:Learn Inbound Marketing

Easy to use tools that make her life easierEasier reporting to sales and CEO

THE BUYER’S JOURNEY

ingredient two:

Map content to the

Buyer’s Journey

Ingredient three:

Content Type Relevan

t

User BehaviorResearch Needs

BUYINGCYCLESTAGE

Keywords &

Topics& format

WHERE IS THE CONTENT MOVEMENT

CURRENTLY?

EXAMPLE TEMPLATE & HUBSPOT REFERENCES FOR SPEAKERS.

INBOUND MARKETING TRENDS BY GEOGRAPHY.

WHY BLOG?13X BETTER CHANCE OF POSITIVE ROI, THAT’S WHY

WHO CREATES CONTENT BY ROI.GUESTS, FREELANCES KEY TO ROI IMPROVEMENT

WHO CREATES CONTENT EMPLOYEE COUNT.SMALLER COMPANIES ARE MORE LIKELY TO CREATE CONTENT INTERNALLY

STATE OF CONTENT MARKETING

IN NEW ZEALAND?

HELP US FIND OUT!

At HubSpot, we are on a mission to make the world more inbound by empowering businesses to connect with their audience in a meaningful way.