State of Content Marketing 2015 - Auckland HubSpot HUG

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    11-Apr-2017

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PowerPoint Presentation

Tom Moin

INBOUND MARKETING SPECIALIST APAC, HubSpot

1

AGENDA.

THEN AND NOW IN MARKETING.CONTENT MARKETING VS INBOUND MARKETING.STATE OF CONTENT MARKETING GLOBALLY.CONTENT MARKETING FUNDAMENTALSSTATE OF CONTENT MARKETING NEW ZEALAND?

Marketing has changedAre they the same thing? Do they oppose / compliment each other.Where is the content movement currentlyContent fundamentals. There are 3 ingredients to content marketing Where doe new zealand fit in?

2

THEN

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

Cold callingDisplay advertisingRadio ads

3

NOW

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

Weve become really good at blocking it outCold calls go to voicemailsAdblockers on TV, and web browsers.The buyer is in control. CEB says that 60% of the purchasing decision is made before they talk with a Sales person4

The old

86% skip TV ads91% unsubscribefrom email200Mon the Do Not Call list44% of direct mail is never opened

BROKEN.playbook is

So what does that tell us?The old playbook is broken.5

At its core, inbound is about building relationships with your audience by providing them with value.

Thats where Inbound Marketing comes in to play.At its core, inbound is about building relationships with your audience by providing them with value.Not intruding into their life6

INBOUND MARKETING VSCONTENT MARKETING

?

Are they the same thing? Do they oppose / compliment each other.7

RELATIONSHIP BETWEEN CONTENT MARKETING AND INBOUND MARKETING BY DEPARTMENT.

6 of 10 marketing professionals consider content marketing to be a subset of inbound marketing.Reassuringly, 85% of marketers believe the two concepts are related.

What does this mean?Marketers should think in terms of and not or when it comes to content and inbound. Success relies on both.Content is one of the levers marketers can pull to drive their inbound engine.8

Inbound Marketing = Content + Context

Greg, and Phil will provide some experiences on this, through the work they have done.

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Inbound Marketing = Content + Context

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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 .

Content Marketing is taking off.Though considered a subset, it is by far the most recognizable.

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91%Of marketers say they use content in their marketing 42% say they areeffective at it....but only

THATS GREAT, TOM.

BUT,

HOW DO I START?

RECIPE for success

PERSONAS:Your secret ingredient for effective lead nurturing.ingredient one:

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Marketer MaryBusiness Size: 25-2000 employeesJob Title: VP, Director, ManagerGoals:Generate leads and support sales with collateralManage company communicationsBuild 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, RegistrantsBoss's Gut CheckCampaign EffectivenessWHY MARY LOVES HUBSPOT:Learn Inbound MarketingEasy to use tools that make her life easierEasier reporting to sales and CEO

THE BUYERS JOURNEY

ingredient two:

Buyers Journey Graphic #1 - PPT No Background editable grouped in PPT18

Map content to the Buyers JourneyIngredient three:

Content and format typeUser Behaviour ResearchKeywords and relevent topics

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Content TypeRelevantUser BehaviorResearch NeedsBUYINGCYCLESTAGE Keywords &Topics

& format

WHERE IS THE CONTENT MOVEMENT CURRENTLY?

EXAMPLE TEMPLATE & HUBSPOT REFERENCES FOR SPEAKERS.

INBOUND MARKETING TRENDS BY GEOGRAPHY.

Blogging wins by the most.

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WHY BLOG?13X BETTER CHANCE OF POSITIVE ROI, THATS WHY

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

While internal authors namely staff and executives correlate to thehighest ROI, they also happen to correlate to the lowest ROI. Why? Becauseevery company that publishes content creates at least some of it internally.Few if any companies outsource all of their content creation. So instead oflooking for guidance in the size of the bars for each segment, lets insteadzoom in on areas of change, specifically who created content for companiesthat enjoyed a lift in year over year ROI: guests and freelancers.24

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

The above chart is intuitive. Given resource constraints, smallercompanies tend to produce more of their own content, whereaslarger budgets allow enterprises to source content fromspecialists and agencies. Given that small company executives (19%)are more likely to produce content than large company leadership (12%), itspossible for smaller companies to win the quality battle.Writer panels, like NewsCred, Contently and others, barely registered anyresponses. Again, as quality rises in importance, these types of organizationscould emerge as a desirable option given that they combine the benefits offreelancers with a layer of vetting and management.25

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.