State of Content Marketing 2015 - Auckland HubSpot HUG
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THEN AND NOW IN MARKETING. CONTENT MARKETING VS INBOUND MARKETING. STATE OF CONTENT MARKETING GLOBALLY. CONTENT MARKETING FUNDAMENTALS STATE OF CONTENT MARKETING NEW ZEALAND?
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State of Content Marketing 2015 - Auckland HubSpot HUG
- 1. Tom Moin INBOUND MARKETING SPECIALIST APAC, HubSpot
- 2. AGENDA. 1. THEN AND NOW IN MARKETING. 2. CONTENT MARKETING VS INBOUND MARKETING. 3. STATE OF CONTENT MARKETING GLOBALLY. 4. CONTENT MARKETING FUNDAMENTALS 5. STATE OF CONTENT MARKETING NEW ZEALAND?
- 3. THEN Brands were in control. Buyers were constantly bombarded with billboards, commercials, and cold calls trying to sell them a product.
- 4. NOW The customer is in control. Buyers are tuning out loud, interruptive advertising and consuming information online.
- 5. The old 86% skip TV ads 91% unsubscribe from email 200M on the Do Not Call list 44% of direct mail is never opened BROKEN. playbook is
- 6. At its core, inbound is about building relationships with your audience by providing them with value.
- 8. RELATIONSHIP BETWEEN CONTENT MARKETING AND INBOUND MARKETING BY DEPARTMENT.
- 9. Inbound Marketing = Content + Context
- 10. Inbound Marketing = Content + Context
- 11. Deliver the right content to the right person at the right time.
- 12. EXAMPLE TEMPLATE & HUBSPOT REFERENCES FOR SPEAKERS. GOOGLE TRENDS SEARCH: INBOUND MARKETING VS. CONTENT MARKETING .
- 13. 91%Of marketers say they use content in their marketing 42%say they are effective at it. ...but only
- 14. THAT’S GREAT, TOM. BUT, HOW DO I START?
- 16. PERSONAS: Your secret ingredient for effective lead nurturing. ingredient one:
- 17. Marketer Mary Business Size: 25-2000 employees Job 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 easier Easier reporting to sales and CEO
- 19. Map content to the Buyer’s Journey Ingredient three:
- 20. Content Type Relevant User Behavior Research Needs BUYING CYCLE STAGE Keywords & Topics& format
- 21. WHERE IS THE CONTENT MOVEMENT CURRENTLY?
- 22. EXAMPLE TEMPLATE & HUBSPOT REFERENCES FOR SPEAKERS. INBOUND MARKETING TRENDS BY GEOGRAPHY.
- 23. WHY BLOG? 13X BETTER CHANCE OF POSITIVE ROI, THAT’S WHY
- 24. WHO CREATES CONTENT BY ROI. GUESTS, FREELANCES KEY TO ROI IMPROVEMENT
- 25. WHO CREATES CONTENT EMPLOYEE COUNT. SMALLER COMPANIES ARE MORE LIKELY TO CREATE CONTENT INTERNALLY
- 26. STATE OF CONTENT MARKETING IN NEW ZEALAND?
- 27. HELP US FIND OUT!
- 28. 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.
Hinweis der Redaktion
- Marketing has changed Are they the same thing? Do they oppose / compliment each other. Where is the content movement currently Content fundamentals. There are 3 ingredients to content marketing Where doe new zealand fit in?
- Cold calling Display advertising Radio ads
- We’ve become really good at blocking it out Cold calls go to voicemails Adblockers 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 person
- So what does that tell us? The old playbook is broken.
- That’s 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 life
- Are they the same thing? Do they oppose / compliment each other.
- 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.
- Greg, and Phil will provide some experiences on this, through the work they have done.
- Content Marketing is taking off. Though considered a subset, it is by far the most recognizable.
- Buyer’s Journey Graphic #1 - PPT No Background – editable grouped in PPT
- Content and format type User Behaviour Research Keywords and relevent topics
- Blogging wins by the most.
- While internal authors – namely staff and executives – correlate to the highest ROI, they also happen to correlate to the lowest ROI. Why? Because every company that publishes content creates at least some of it internally. Few if any companies outsource all of their content creation. So instead of looking for guidance in the size of the bars for each segment, let’s instead zoom in on areas of change, specifically who created content for companies that enjoyed a lift in year over year ROI: guests and freelancers.
- The above chart is intuitive. Given resource constraints, smaller companies tend to produce more of their own content, whereas larger budgets allow enterprises to source content from specialists and agencies. Given that small company executives (19%) are more likely to produce content than large company leadership (12%), it’s possible for smaller companies to win the quality battle. Writer panels, like NewsCred, Contently and others, barely registered any responses. Again, as quality rises in importance, these types of organizations could emerge as a desirable option given that they combine the benefits of freelancers with a layer of vetting and management.