SlideShare ist ein Scribd-Unternehmen logo
1 von 40
Downloaden Sie, um offline zu lesen
Content Strategy:
One Size Does
NOT Fit All
Toronto HUG | December 2, 2021
Christina Bockisch, Inbound Consultant at HubSpot
Is this thing on? Are we recording?
Light up the
chat!
Christina Bockisch
Blogger. Poet. Ravenclaw. INFJ. Mud Runner. Mental Health
Advocate. Dog Mom x3 (and Best Zoom Co-Host Winners). 2020
Global Customer Success Top Performer.
Inbound Consultant at HubSpot
Meet the Speaker
Email: cbockisch@hubspot.com
Book a meeting with me!
LinkedIn | Instagram | TikTok
Meet the Mentors
Hendrix
• Service dog
• Hufflepup
• Frequent visitor to HQ
(and well-loved by the Pro
Services team)
Canine Executive
Officer (CEO)
Khaleesi
• Resident trouble-maker
• 100% lives up to her name
• Never would’ve gotten
into Hogwarts (but if she
did, she’d be a Slytherin)
Growth
Barketer
Benny
• Gryffindog
• Loves the camera and
being in the Zoom spotlight
• Gives his bark of approval
during my consulting calls
Emotional Support
Specialist
Today’s Agenda
1. A Quick Note
2. Why “Best Practices” Aren’t Always Best
3. Questions to Ask (And Things to Consider) When Building
Your Content Strategy
4. Tying It All Together
5. Q&A
GOALS FOR TODAY
Encourage you (and your business) to move away from the
“best practices” mindset when building your content
strategy.
Provide you with questions that get you thinking about what
to include in your content strategy and how to know when to
leave something out (even if it sounds like fun).
For you to leave with one thing that you never thought
about before when building your content strategy.
Let’s get started!
A Quick Note:
There’s No Shortage
of Info Out There
And I’m not here to say it’s bad stuff
● A quick Google search will give you hundreds of articles about
building a content strategy – and I’m not saying “don’t read it”
or “it’s bad advice” or “you shouldn’t use those tactics”
● Quite the opposite. I know the value of these articles.
● I’ve used them to build content strategies when I worked for
Solutions Partners. I’ve referenced them while working with my
customers at HubSpot.
● I’ve written blogs on related topics – like these...
Content Strategy: One Size Does NOT Fit All
Content Strategy: One Size Does NOT Fit All
Creating a content strategy is hard
● Without the “how to” blogs or “ultimate guides,” many of us
wouldn’t know where to start, what’s out there, what we could
incorporate into our content strategy
● Don’t be afraid to read those blogs and write down ideas that
stand out to you and/or get you excited
But remember:
There’s no
one-size-fits-all
content strategy
Why “Best Practices”
Aren’t Always Best
For Your Business
Here’s the thing about best practices
● Too often, best practices seen as hard facts. The ultimate truth.
What you should strive for.
● Best practices are guidelines – not rules
● Plus, best practices can vary greatly depending on the source,
how they got their data or where it was pulled from
○ Were the companies included the same size as yours? How long
have they been in business? Do they have a dedicated team
(in-house or outsourced) for their content strategy?
○ Was the data self-reported by businesses or pulled from their
software?
○ What parameters did they look at? Did they exclude anything?
Stop comparing your current metrics to
industry best practices
● If you’re making progress year-over-year or
quarter-over-quarter, does it really if your open rate is “on
target” with the best practice for your industry?
● Why do we look to larger, well-established businesses in our
industry as the “gold standard” for what we should be doing?
● Best practices are often a starting point, but they’re rarely the
final answer
Let’s not forget about content trends
● Cool stuff is happening on the internet
○ New platforms. New trends. New approaches to traditional tactics.
● Gamification is becoming increasingly popular in marketing
○ Plus other strategies that encourage engagement and participation
● TikTok is fun. Its algorithm is spot-on. It’s also taken some
surprising turns with content like…
○ #LearnOnTikTok for educational content
○ Normalizing things we don’t often see/talk about on social media
○ Put a finger down challenges
○ All the things on Amazon we didn’t know we needed but apparently
we do…
But you don’t need to participate in or use
every trend
● Content marketing trends aren’t “bad” – and you should
absolutely stay up-to-date on evolving trends
○ And yes, incorporate them into your overall strategy and/or
day-to-day tactics!
● But just like with best practices, not every trend is right for every
business
● You have to ask yourself: Does it align with our business goals?
Do we have the resources to execute this? Does it make sense
for our business?
Best practices and trends
have their place when
building and executing your
content strategy. But there’s
a lot more to consider.
What to Think About
When Building Your
Content Strategy
Does this tactic/trend/strategy align with
our overall goals?
● Everything we do should tie back to our goals
○ Business goals, marketing goals, content goals, KPIs, etc.
● When you’re unsure about whether a strategy is right for your
business, look back at your goals. Does this tactic help get us closer
to those goals?
● High-level examples:
○ Would creating TikTok videos help our business generate more MQLs?
○ Are podcasts and webinars an effective way to provide education to our
existing customers?
○ Will sending “abandon cart” emails help us re-engage buyers on our site?
Is our audience using this channel and/or
interacting with businesses in this way?
● Knowing where your audience spends time online for business
purposes and how they prefer to get business-related content is key
● Invest resources into the channels where your audience spends their
time
○ If your audience doesn’t use Facebook for business purposes, creating
and running Facebook ads won’t be effective (even if you read an article
that said FB ads are the most effective paid ads for B2B companies)
Content offers: To gate or not to gate?
● Best practice tells us to put all content offers behind a form, but is
that always the best approach?
○ On one hand, forms are how we generate leads that we can nurture and
convert
○ But from an SEO perspective, landing pages have a harder time ranking
because Google favors long-form content
● Ultimately, it’s about balance and gating the right content
○ We create a buyer’s journey that converts leads to customers
○ Allows us to build an audience journey that answers questions and
educates people – even if they never buy from us
Content offers: To gate or not to gate?
● Types of content you put behind a form:
○ High-value content (think: deep dives, original research/content from a
subject matter expert, templates/toolkits/calculators)
○ Offers where lead/prospect will have the opportunity to talk directly to
someone on your team (think: demos, free consultations,etc.)
● When not to gate content:
○ High-level, educational content that’s readily available in blogs, articles
and/or pillar pages
○ Content on topics/keywords you want to rank for in search engines
○ Case studies (I said what I said)
Do we have the resources (people, time,
money, etc.) to execute this tactic?
● Content is time-consuming
● One thing I often hear from my customers is that they want to
create more content but they don’t have the time, resources, etc.
● On the flip side, sometimes I see small marketing teams trying to
do more when they’re already overwhelmed
Do we have the resources (people, time,
money, etc.) to execute this tactic?
● It’s important to be aware of whether you have the resources to
build, execute and manage content tactics like creating a podcast,
hosting webinars, building more lead nurturing workflows, sending
a newsletter, etc.
● If you don’t have the in-house resources, do you have the budget to
outsource some of the work to an agency or freelancer?
○ It’s important to know what to outsource vs. what to keep doing
in-house
○ Examples of content to keep in-house: Managing Instagram or TikTok
accounts, videos that don’t require high-quality production or will be
used by your sales team, etc
Are we playing it too safe?
● There’s a difference between jumping on a trend for the sake of
doing so and experimenting with new strategies/channels/tactics
● It’s good to experiment. It’s how we find what works, what
resonates with our audience and what helps us reach our goals.
● Not taking any risks or avoiding trying new trends in content
marketing can be just as detrimental as diving head first into the
deep end of TikTok with no strategy and hoping something sticks
What are some trends to take advantage of?
● Repeat after me: Trends are NOT bad
● Incorporating content trends that align with your goals and allow you
to interact with people in more meaningful ways is a GOOD THING
● Some examples:
○ Short educational videos
○ Visual storytelling and/or gamification
○ Inclusive language and accessibility
○ Using humor to build awareness and educate (Have you heard of
HubSpot?)
○ Content for your existing customers
○ Podcasts, webinars and virtual events
Are we creating educational content for
all channels?
● When we think of content strategy, we’re often heavily focused on
marketing content.
● But what about content for sales? Content for chatbots? Self-service
content (like a Knowledge Base or FAQ page) for leads, prospects
and customers?
● Education happens at all stages of the buyer’s journey
● Doing an audit of your existing content and overall strategy can
help identify gaps and areas of opportunity for new content
Tying It All Together
There’s no universal right or wrong answer
● At the end of the day, there’s no universal right or wrong answer
to any of the questions I shared with you today
○ It’s a matter of what’s right (or best) for your business, audience and
goals
● Although we don’t want to anchor ourselves too heavily to best
practices or jump right into using the newest social channel, we
also don’t want to ignore them
○ It’s about finding balance and figuring out what’s worth the risk for
your business – because some tactics are worth experimenting with
(yes, even TikTok)
● When we can find that balance, we’re able to make better
decisions on how to build and execute our content strategy
Did anyone else sing that in their head
thanks to TikTok? Or did I (possibly) get
my audience wrong?
Thank you for coming to my TED Talk...to my TED Talk...
Questions?
Thank you
Resources
● Pillar Page: The Ultimate Guide to Content Marketing in 2021
● Pillar Page: The Ultimate Guide to Content Creation
● Blog: The Future of Content Strategy
● Blog: 8 TikTok Marketing Examples to Inspire Your Brand in 2022
● Blog: How to Create Content for Gen Z, From a
TikTok-Influencer-Approved Marketing Agency
●
Resources: HubSpot Blogs + Pillar Pages
● HubSpot Academy Course: Learn How to Create a Successful
Content Strategy
● HubSpot Academy Lesson: Creating a Content Strategy in
HubSpot
● Video (YouTube): Have You Heard of HubSpot?
Resources: HubSpot Academy + Videos
● Content Marketing Institute: To Gate or Not to Gate? Is That
Really the Question?
● Stmats Blog: 6 Content Strategy and Marketing Trends to Expect
in 2022
● Business2Community: 10 Content Marketing Trends to Watch in
2022
● Content Marketing Institute: B2B Content Marketing Insights for
2022: More Budget, More Work, More Empathy
● Meltwater: 8 Content Marketing Trends You Need to Know For
2022
Resources: Other Blogs and Articles
● The Brit Agency: B2B Content Marketing: What Separates the
Best From the Rest in 2021?
● Clariant Creative Agency: A 5-Step Guide to Conducting a Full
Content Audit for Your Website
● Clariant Creative Agency: The 9-Step Guide to a Complete B2B
Content Strategy
● Square2Marketing: 7 Tips for Gamifying Content Marketing
● Business2Community: How to Implement Gamification in Your
Content Marketing Strategy: Useful Tips and Tools
Resources: Other Blogs and Articles (con’t)

Weitere ähnliche Inhalte

Was ist angesagt?

How to-write-magnetic-headlines week 4
How to-write-magnetic-headlines week 4How to-write-magnetic-headlines week 4
How to-write-magnetic-headlines week 4PrudenceDabuMubaiwa
 
Content strategy: A primer
Content strategy: A primerContent strategy: A primer
Content strategy: A primerKatie Del Angel
 
How an Inbound Marketing Consultant Contributes to the Achievement of Your Goals
How an Inbound Marketing Consultant Contributes to the Achievement of Your GoalsHow an Inbound Marketing Consultant Contributes to the Achievement of Your Goals
How an Inbound Marketing Consultant Contributes to the Achievement of Your GoalsCRM Switch
 
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...Content Marketing Institute
 
2018 Content Marketing Benchmarks Budgets and Trends - North America
2018 Content Marketing Benchmarks Budgets and Trends - North America2018 Content Marketing Benchmarks Budgets and Trends - North America
2018 Content Marketing Benchmarks Budgets and Trends - North AmericaContent Marketing Institute
 
Multi-channel Digital Marketing Success Recipe
Multi-channel Digital Marketing Success RecipeMulti-channel Digital Marketing Success Recipe
Multi-channel Digital Marketing Success RecipeJomer Gregorio
 
Content Marketing Playbook
Content Marketing PlaybookContent Marketing Playbook
Content Marketing PlaybookRubicon Project
 
Amplify Your Content Marketing with Video
Amplify Your Content Marketing with VideoAmplify Your Content Marketing with Video
Amplify Your Content Marketing with VideoPercussion Software
 
Content Marketing in the Performance Era: NewsCred's Shafqat Islam
Content Marketing in the Performance Era: NewsCred's Shafqat IslamContent Marketing in the Performance Era: NewsCred's Shafqat Islam
Content Marketing in the Performance Era: NewsCred's Shafqat IslamNewsCred
 
Content marketing certification workbook hub spot
Content marketing certification workbook   hub spotContent marketing certification workbook   hub spot
Content marketing certification workbook hub spotDeepa447453
 
7 steps-content-marketing-strategy-guide-smart-insights
7 steps-content-marketing-strategy-guide-smart-insights7 steps-content-marketing-strategy-guide-smart-insights
7 steps-content-marketing-strategy-guide-smart-insightsAdCMO
 
Content Marketing in the UK 2017: Budgets, Benchmarks and Trends
Content Marketing in the UK 2017: Budgets, Benchmarks and TrendsContent Marketing in the UK 2017: Budgets, Benchmarks and Trends
Content Marketing in the UK 2017: Budgets, Benchmarks and TrendsContent Marketing Institute
 
How to Create Epic Content that Builds Your Brand AND Drives Business
How to Create Epic Content that Builds Your Brand AND Drives BusinessHow to Create Epic Content that Builds Your Brand AND Drives Business
How to Create Epic Content that Builds Your Brand AND Drives BusinessMarketo
 
The Future of Marketing: How to Get Started With Inbound Marketing
The Future of Marketing: How to Get Started With Inbound MarketingThe Future of Marketing: How to Get Started With Inbound Marketing
The Future of Marketing: How to Get Started With Inbound Marketingrickburnes
 
Your Ultimate 2022 Marketing Guide: Planning for the Year Ahead from Start to...
Your Ultimate 2022 Marketing Guide: Planning for the Year Ahead from Start to...Your Ultimate 2022 Marketing Guide: Planning for the Year Ahead from Start to...
Your Ultimate 2022 Marketing Guide: Planning for the Year Ahead from Start to...Internet Marketing Software - WordStream
 
Finding Clarity in Content Marketing
Finding Clarity in Content MarketingFinding Clarity in Content Marketing
Finding Clarity in Content MarketingOneSpot
 
Building the Perfect Content Marketing Mix - Top Priorities for 2015 - Part 1
Building the Perfect Content Marketing Mix - Top Priorities for 2015 - Part 1Building the Perfect Content Marketing Mix - Top Priorities for 2015 - Part 1
Building the Perfect Content Marketing Mix - Top Priorities for 2015 - Part 1Content Marketing Institute
 
Virtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor ChecklistVirtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor ChecklistContent Marketing Institute
 
Content Marketing 2021- Trends & 6 Step Plan
Content Marketing 2021- Trends & 6 Step Plan Content Marketing 2021- Trends & 6 Step Plan
Content Marketing 2021- Trends & 6 Step Plan WriteDesign
 

Was ist angesagt? (20)

How to-write-magnetic-headlines week 4
How to-write-magnetic-headlines week 4How to-write-magnetic-headlines week 4
How to-write-magnetic-headlines week 4
 
Content strategy: A primer
Content strategy: A primerContent strategy: A primer
Content strategy: A primer
 
How an Inbound Marketing Consultant Contributes to the Achievement of Your Goals
How an Inbound Marketing Consultant Contributes to the Achievement of Your GoalsHow an Inbound Marketing Consultant Contributes to the Achievement of Your Goals
How an Inbound Marketing Consultant Contributes to the Achievement of Your Goals
 
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
2018 Content Marketing Benchmarks Budgets and Trends - North America
2018 Content Marketing Benchmarks Budgets and Trends - North America2018 Content Marketing Benchmarks Budgets and Trends - North America
2018 Content Marketing Benchmarks Budgets and Trends - North America
 
Content marketing 101
Content marketing 101Content marketing 101
Content marketing 101
 
Multi-channel Digital Marketing Success Recipe
Multi-channel Digital Marketing Success RecipeMulti-channel Digital Marketing Success Recipe
Multi-channel Digital Marketing Success Recipe
 
Content Marketing Playbook
Content Marketing PlaybookContent Marketing Playbook
Content Marketing Playbook
 
Amplify Your Content Marketing with Video
Amplify Your Content Marketing with VideoAmplify Your Content Marketing with Video
Amplify Your Content Marketing with Video
 
Content Marketing in the Performance Era: NewsCred's Shafqat Islam
Content Marketing in the Performance Era: NewsCred's Shafqat IslamContent Marketing in the Performance Era: NewsCred's Shafqat Islam
Content Marketing in the Performance Era: NewsCred's Shafqat Islam
 
Content marketing certification workbook hub spot
Content marketing certification workbook   hub spotContent marketing certification workbook   hub spot
Content marketing certification workbook hub spot
 
7 steps-content-marketing-strategy-guide-smart-insights
7 steps-content-marketing-strategy-guide-smart-insights7 steps-content-marketing-strategy-guide-smart-insights
7 steps-content-marketing-strategy-guide-smart-insights
 
Content Marketing in the UK 2017: Budgets, Benchmarks and Trends
Content Marketing in the UK 2017: Budgets, Benchmarks and TrendsContent Marketing in the UK 2017: Budgets, Benchmarks and Trends
Content Marketing in the UK 2017: Budgets, Benchmarks and Trends
 
How to Create Epic Content that Builds Your Brand AND Drives Business
How to Create Epic Content that Builds Your Brand AND Drives BusinessHow to Create Epic Content that Builds Your Brand AND Drives Business
How to Create Epic Content that Builds Your Brand AND Drives Business
 
The Future of Marketing: How to Get Started With Inbound Marketing
The Future of Marketing: How to Get Started With Inbound MarketingThe Future of Marketing: How to Get Started With Inbound Marketing
The Future of Marketing: How to Get Started With Inbound Marketing
 
Your Ultimate 2022 Marketing Guide: Planning for the Year Ahead from Start to...
Your Ultimate 2022 Marketing Guide: Planning for the Year Ahead from Start to...Your Ultimate 2022 Marketing Guide: Planning for the Year Ahead from Start to...
Your Ultimate 2022 Marketing Guide: Planning for the Year Ahead from Start to...
 
Finding Clarity in Content Marketing
Finding Clarity in Content MarketingFinding Clarity in Content Marketing
Finding Clarity in Content Marketing
 
Building the Perfect Content Marketing Mix - Top Priorities for 2015 - Part 1
Building the Perfect Content Marketing Mix - Top Priorities for 2015 - Part 1Building the Perfect Content Marketing Mix - Top Priorities for 2015 - Part 1
Building the Perfect Content Marketing Mix - Top Priorities for 2015 - Part 1
 
Virtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor ChecklistVirtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor Checklist
 
Content Marketing 2021- Trends & 6 Step Plan
Content Marketing 2021- Trends & 6 Step Plan Content Marketing 2021- Trends & 6 Step Plan
Content Marketing 2021- Trends & 6 Step Plan
 

Ähnlich wie Content Strategy: One Size Does NOT Fit All

Adelaide Hubspot User Group (HUG) 24 October 2018
Adelaide Hubspot User Group (HUG) 24 October 2018Adelaide Hubspot User Group (HUG) 24 October 2018
Adelaide Hubspot User Group (HUG) 24 October 2018Brand chemistry
 
Webinar: How to Build a Content Machine When Resources Are Thin
Webinar: How to Build a Content Machine When Resources Are ThinWebinar: How to Build a Content Machine When Resources Are Thin
Webinar: How to Build a Content Machine When Resources Are ThinFalcon.io
 
City Journalism - Magazine MA - week 4 - Content strategy
City Journalism - Magazine MA - week 4 - Content strategyCity Journalism - Magazine MA - week 4 - Content strategy
City Journalism - Magazine MA - week 4 - Content strategyPatrick Smith
 
Content marketing 10 3-2014
Content marketing 10 3-2014Content marketing 10 3-2014
Content marketing 10 3-2014Ed Brooks
 
The essentials of a documentede content marketing strategy
The essentials of a documentede content marketing strategyThe essentials of a documentede content marketing strategy
The essentials of a documentede content marketing strategyNuno Fraga Coelho
 
Tips for Maximizing Your Learning in Digital Marketing Classes.docx
Tips for Maximizing Your Learning in Digital Marketing Classes.docxTips for Maximizing Your Learning in Digital Marketing Classes.docx
Tips for Maximizing Your Learning in Digital Marketing Classes.docxDigital Aacharya
 
Tips for Maximizing Your Learning in Digital Marketing Classes.docx
Tips for Maximizing Your Learning in Digital Marketing Classes.docxTips for Maximizing Your Learning in Digital Marketing Classes.docx
Tips for Maximizing Your Learning in Digital Marketing Classes.docxDigital Aacharya
 
20 questions to ask before launching a content strategy
20 questions to ask before launching a content strategy 20 questions to ask before launching a content strategy
20 questions to ask before launching a content strategy King Content
 
Workshop: Content marketing in a corporate context - 2014
Workshop: Content marketing in a corporate context - 2014Workshop: Content marketing in a corporate context - 2014
Workshop: Content marketing in a corporate context - 2014Comprend
 
Content Marketing World 2014 - Summary and Highlights
Content Marketing World 2014 - Summary and HighlightsContent Marketing World 2014 - Summary and Highlights
Content Marketing World 2014 - Summary and HighlightsThomas Armitage
 
5 steps to executing a successful digital pr campaign - Brighton SEO
5 steps to executing a successful digital pr campaign - Brighton SEO5 steps to executing a successful digital pr campaign - Brighton SEO
5 steps to executing a successful digital pr campaign - Brighton SEOTom Mansell
 
Content Marketing basics
Content Marketing basicsContent Marketing basics
Content Marketing basicsAndrea Nicosia
 
Fast, Cheap, and Good: The Small Business Guide to Content Creation
Fast, Cheap, and Good: The Small Business Guide to Content CreationFast, Cheap, and Good: The Small Business Guide to Content Creation
Fast, Cheap, and Good: The Small Business Guide to Content CreationPure Chat
 
How content marketing can help grow your business
How content marketing can help grow your businessHow content marketing can help grow your business
How content marketing can help grow your businessPronto Marketing
 
Content Marketing
Content MarketingContent Marketing
Content Marketingcorey lowe
 
Applying content marketing hacks from Tech to Publishing - Tech Forum 2023
Applying content marketing hacks from Tech to Publishing - Tech Forum 2023Applying content marketing hacks from Tech to Publishing - Tech Forum 2023
Applying content marketing hacks from Tech to Publishing - Tech Forum 2023BookNet Canada
 
8 steps to build trust with content
8 steps to build trust with content8 steps to build trust with content
8 steps to build trust with contentSteve Moran
 
How to build an audience - Affiliate marketing with Craig Campbell
How to build an audience - Affiliate marketing with Craig CampbellHow to build an audience - Affiliate marketing with Craig Campbell
How to build an audience - Affiliate marketing with Craig CampbellAnton Shulke
 
5_Ways_Inbound_Drives_Revenue (F)
5_Ways_Inbound_Drives_Revenue (F)5_Ways_Inbound_Drives_Revenue (F)
5_Ways_Inbound_Drives_Revenue (F)Peggy Winton
 

Ähnlich wie Content Strategy: One Size Does NOT Fit All (20)

Adelaide Hubspot User Group (HUG) 24 October 2018
Adelaide Hubspot User Group (HUG) 24 October 2018Adelaide Hubspot User Group (HUG) 24 October 2018
Adelaide Hubspot User Group (HUG) 24 October 2018
 
Webinar: How to Build a Content Machine When Resources Are Thin
Webinar: How to Build a Content Machine When Resources Are ThinWebinar: How to Build a Content Machine When Resources Are Thin
Webinar: How to Build a Content Machine When Resources Are Thin
 
City Journalism - Magazine MA - week 4 - Content strategy
City Journalism - Magazine MA - week 4 - Content strategyCity Journalism - Magazine MA - week 4 - Content strategy
City Journalism - Magazine MA - week 4 - Content strategy
 
Content marketing 10 3-2014
Content marketing 10 3-2014Content marketing 10 3-2014
Content marketing 10 3-2014
 
The essentials of a documentede content marketing strategy
The essentials of a documentede content marketing strategyThe essentials of a documentede content marketing strategy
The essentials of a documentede content marketing strategy
 
Tips for Maximizing Your Learning in Digital Marketing Classes.docx
Tips for Maximizing Your Learning in Digital Marketing Classes.docxTips for Maximizing Your Learning in Digital Marketing Classes.docx
Tips for Maximizing Your Learning in Digital Marketing Classes.docx
 
Tips for Maximizing Your Learning in Digital Marketing Classes.docx
Tips for Maximizing Your Learning in Digital Marketing Classes.docxTips for Maximizing Your Learning in Digital Marketing Classes.docx
Tips for Maximizing Your Learning in Digital Marketing Classes.docx
 
20 questions to ask before launching a content strategy
20 questions to ask before launching a content strategy 20 questions to ask before launching a content strategy
20 questions to ask before launching a content strategy
 
Workshop: Content marketing in a corporate context - 2014
Workshop: Content marketing in a corporate context - 2014Workshop: Content marketing in a corporate context - 2014
Workshop: Content marketing in a corporate context - 2014
 
Content Marketing World 2014 - Summary and Highlights
Content Marketing World 2014 - Summary and HighlightsContent Marketing World 2014 - Summary and Highlights
Content Marketing World 2014 - Summary and Highlights
 
5 steps to executing a successful digital pr campaign - Brighton SEO
5 steps to executing a successful digital pr campaign - Brighton SEO5 steps to executing a successful digital pr campaign - Brighton SEO
5 steps to executing a successful digital pr campaign - Brighton SEO
 
Content Marketing basics
Content Marketing basicsContent Marketing basics
Content Marketing basics
 
Fast, Cheap, and Good: The Small Business Guide to Content Creation
Fast, Cheap, and Good: The Small Business Guide to Content CreationFast, Cheap, and Good: The Small Business Guide to Content Creation
Fast, Cheap, and Good: The Small Business Guide to Content Creation
 
How content marketing can help grow your business
How content marketing can help grow your businessHow content marketing can help grow your business
How content marketing can help grow your business
 
Content Strategy
Content StrategyContent Strategy
Content Strategy
 
Content Marketing
Content MarketingContent Marketing
Content Marketing
 
Applying content marketing hacks from Tech to Publishing - Tech Forum 2023
Applying content marketing hacks from Tech to Publishing - Tech Forum 2023Applying content marketing hacks from Tech to Publishing - Tech Forum 2023
Applying content marketing hacks from Tech to Publishing - Tech Forum 2023
 
8 steps to build trust with content
8 steps to build trust with content8 steps to build trust with content
8 steps to build trust with content
 
How to build an audience - Affiliate marketing with Craig Campbell
How to build an audience - Affiliate marketing with Craig CampbellHow to build an audience - Affiliate marketing with Craig Campbell
How to build an audience - Affiliate marketing with Craig Campbell
 
5_Ways_Inbound_Drives_Revenue (F)
5_Ways_Inbound_Drives_Revenue (F)5_Ways_Inbound_Drives_Revenue (F)
5_Ways_Inbound_Drives_Revenue (F)
 

Kürzlich hochgeladen

Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
Advertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactAdvertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactMuhammad Junaid
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...Vanksen
 

Kürzlich hochgeladen (20)

Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
Advertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactAdvertising and public relations, Role and Impact
Advertising and public relations, Role and Impact
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...
 

Content Strategy: One Size Does NOT Fit All

  • 1. Content Strategy: One Size Does NOT Fit All Toronto HUG | December 2, 2021 Christina Bockisch, Inbound Consultant at HubSpot
  • 2. Is this thing on? Are we recording?
  • 4. Christina Bockisch Blogger. Poet. Ravenclaw. INFJ. Mud Runner. Mental Health Advocate. Dog Mom x3 (and Best Zoom Co-Host Winners). 2020 Global Customer Success Top Performer. Inbound Consultant at HubSpot Meet the Speaker Email: cbockisch@hubspot.com Book a meeting with me! LinkedIn | Instagram | TikTok
  • 5. Meet the Mentors Hendrix • Service dog • Hufflepup • Frequent visitor to HQ (and well-loved by the Pro Services team) Canine Executive Officer (CEO) Khaleesi • Resident trouble-maker • 100% lives up to her name • Never would’ve gotten into Hogwarts (but if she did, she’d be a Slytherin) Growth Barketer Benny • Gryffindog • Loves the camera and being in the Zoom spotlight • Gives his bark of approval during my consulting calls Emotional Support Specialist
  • 6. Today’s Agenda 1. A Quick Note 2. Why “Best Practices” Aren’t Always Best 3. Questions to Ask (And Things to Consider) When Building Your Content Strategy 4. Tying It All Together 5. Q&A
  • 7. GOALS FOR TODAY Encourage you (and your business) to move away from the “best practices” mindset when building your content strategy. Provide you with questions that get you thinking about what to include in your content strategy and how to know when to leave something out (even if it sounds like fun). For you to leave with one thing that you never thought about before when building your content strategy.
  • 9. A Quick Note: There’s No Shortage of Info Out There
  • 10. And I’m not here to say it’s bad stuff ● A quick Google search will give you hundreds of articles about building a content strategy – and I’m not saying “don’t read it” or “it’s bad advice” or “you shouldn’t use those tactics” ● Quite the opposite. I know the value of these articles. ● I’ve used them to build content strategies when I worked for Solutions Partners. I’ve referenced them while working with my customers at HubSpot. ● I’ve written blogs on related topics – like these...
  • 13. Creating a content strategy is hard ● Without the “how to” blogs or “ultimate guides,” many of us wouldn’t know where to start, what’s out there, what we could incorporate into our content strategy ● Don’t be afraid to read those blogs and write down ideas that stand out to you and/or get you excited
  • 15. Why “Best Practices” Aren’t Always Best For Your Business
  • 16. Here’s the thing about best practices ● Too often, best practices seen as hard facts. The ultimate truth. What you should strive for. ● Best practices are guidelines – not rules ● Plus, best practices can vary greatly depending on the source, how they got their data or where it was pulled from ○ Were the companies included the same size as yours? How long have they been in business? Do they have a dedicated team (in-house or outsourced) for their content strategy? ○ Was the data self-reported by businesses or pulled from their software? ○ What parameters did they look at? Did they exclude anything?
  • 17. Stop comparing your current metrics to industry best practices ● If you’re making progress year-over-year or quarter-over-quarter, does it really if your open rate is “on target” with the best practice for your industry? ● Why do we look to larger, well-established businesses in our industry as the “gold standard” for what we should be doing? ● Best practices are often a starting point, but they’re rarely the final answer
  • 18. Let’s not forget about content trends ● Cool stuff is happening on the internet ○ New platforms. New trends. New approaches to traditional tactics. ● Gamification is becoming increasingly popular in marketing ○ Plus other strategies that encourage engagement and participation ● TikTok is fun. Its algorithm is spot-on. It’s also taken some surprising turns with content like… ○ #LearnOnTikTok for educational content ○ Normalizing things we don’t often see/talk about on social media ○ Put a finger down challenges ○ All the things on Amazon we didn’t know we needed but apparently we do…
  • 19. But you don’t need to participate in or use every trend ● Content marketing trends aren’t “bad” – and you should absolutely stay up-to-date on evolving trends ○ And yes, incorporate them into your overall strategy and/or day-to-day tactics! ● But just like with best practices, not every trend is right for every business ● You have to ask yourself: Does it align with our business goals? Do we have the resources to execute this? Does it make sense for our business?
  • 20. Best practices and trends have their place when building and executing your content strategy. But there’s a lot more to consider.
  • 21. What to Think About When Building Your Content Strategy
  • 22. Does this tactic/trend/strategy align with our overall goals? ● Everything we do should tie back to our goals ○ Business goals, marketing goals, content goals, KPIs, etc. ● When you’re unsure about whether a strategy is right for your business, look back at your goals. Does this tactic help get us closer to those goals? ● High-level examples: ○ Would creating TikTok videos help our business generate more MQLs? ○ Are podcasts and webinars an effective way to provide education to our existing customers? ○ Will sending “abandon cart” emails help us re-engage buyers on our site?
  • 23. Is our audience using this channel and/or interacting with businesses in this way? ● Knowing where your audience spends time online for business purposes and how they prefer to get business-related content is key ● Invest resources into the channels where your audience spends their time ○ If your audience doesn’t use Facebook for business purposes, creating and running Facebook ads won’t be effective (even if you read an article that said FB ads are the most effective paid ads for B2B companies)
  • 24. Content offers: To gate or not to gate? ● Best practice tells us to put all content offers behind a form, but is that always the best approach? ○ On one hand, forms are how we generate leads that we can nurture and convert ○ But from an SEO perspective, landing pages have a harder time ranking because Google favors long-form content ● Ultimately, it’s about balance and gating the right content ○ We create a buyer’s journey that converts leads to customers ○ Allows us to build an audience journey that answers questions and educates people – even if they never buy from us
  • 25. Content offers: To gate or not to gate? ● Types of content you put behind a form: ○ High-value content (think: deep dives, original research/content from a subject matter expert, templates/toolkits/calculators) ○ Offers where lead/prospect will have the opportunity to talk directly to someone on your team (think: demos, free consultations,etc.) ● When not to gate content: ○ High-level, educational content that’s readily available in blogs, articles and/or pillar pages ○ Content on topics/keywords you want to rank for in search engines ○ Case studies (I said what I said)
  • 26. Do we have the resources (people, time, money, etc.) to execute this tactic? ● Content is time-consuming ● One thing I often hear from my customers is that they want to create more content but they don’t have the time, resources, etc. ● On the flip side, sometimes I see small marketing teams trying to do more when they’re already overwhelmed
  • 27. Do we have the resources (people, time, money, etc.) to execute this tactic? ● It’s important to be aware of whether you have the resources to build, execute and manage content tactics like creating a podcast, hosting webinars, building more lead nurturing workflows, sending a newsletter, etc. ● If you don’t have the in-house resources, do you have the budget to outsource some of the work to an agency or freelancer? ○ It’s important to know what to outsource vs. what to keep doing in-house ○ Examples of content to keep in-house: Managing Instagram or TikTok accounts, videos that don’t require high-quality production or will be used by your sales team, etc
  • 28. Are we playing it too safe? ● There’s a difference between jumping on a trend for the sake of doing so and experimenting with new strategies/channels/tactics ● It’s good to experiment. It’s how we find what works, what resonates with our audience and what helps us reach our goals. ● Not taking any risks or avoiding trying new trends in content marketing can be just as detrimental as diving head first into the deep end of TikTok with no strategy and hoping something sticks
  • 29. What are some trends to take advantage of? ● Repeat after me: Trends are NOT bad ● Incorporating content trends that align with your goals and allow you to interact with people in more meaningful ways is a GOOD THING ● Some examples: ○ Short educational videos ○ Visual storytelling and/or gamification ○ Inclusive language and accessibility ○ Using humor to build awareness and educate (Have you heard of HubSpot?) ○ Content for your existing customers ○ Podcasts, webinars and virtual events
  • 30. Are we creating educational content for all channels? ● When we think of content strategy, we’re often heavily focused on marketing content. ● But what about content for sales? Content for chatbots? Self-service content (like a Knowledge Base or FAQ page) for leads, prospects and customers? ● Education happens at all stages of the buyer’s journey ● Doing an audit of your existing content and overall strategy can help identify gaps and areas of opportunity for new content
  • 31. Tying It All Together
  • 32. There’s no universal right or wrong answer ● At the end of the day, there’s no universal right or wrong answer to any of the questions I shared with you today ○ It’s a matter of what’s right (or best) for your business, audience and goals ● Although we don’t want to anchor ourselves too heavily to best practices or jump right into using the newest social channel, we also don’t want to ignore them ○ It’s about finding balance and figuring out what’s worth the risk for your business – because some tactics are worth experimenting with (yes, even TikTok) ● When we can find that balance, we’re able to make better decisions on how to build and execute our content strategy
  • 33. Did anyone else sing that in their head thanks to TikTok? Or did I (possibly) get my audience wrong? Thank you for coming to my TED Talk...to my TED Talk...
  • 37. ● Pillar Page: The Ultimate Guide to Content Marketing in 2021 ● Pillar Page: The Ultimate Guide to Content Creation ● Blog: The Future of Content Strategy ● Blog: 8 TikTok Marketing Examples to Inspire Your Brand in 2022 ● Blog: How to Create Content for Gen Z, From a TikTok-Influencer-Approved Marketing Agency ● Resources: HubSpot Blogs + Pillar Pages
  • 38. ● HubSpot Academy Course: Learn How to Create a Successful Content Strategy ● HubSpot Academy Lesson: Creating a Content Strategy in HubSpot ● Video (YouTube): Have You Heard of HubSpot? Resources: HubSpot Academy + Videos
  • 39. ● Content Marketing Institute: To Gate or Not to Gate? Is That Really the Question? ● Stmats Blog: 6 Content Strategy and Marketing Trends to Expect in 2022 ● Business2Community: 10 Content Marketing Trends to Watch in 2022 ● Content Marketing Institute: B2B Content Marketing Insights for 2022: More Budget, More Work, More Empathy ● Meltwater: 8 Content Marketing Trends You Need to Know For 2022 Resources: Other Blogs and Articles
  • 40. ● The Brit Agency: B2B Content Marketing: What Separates the Best From the Rest in 2021? ● Clariant Creative Agency: A 5-Step Guide to Conducting a Full Content Audit for Your Website ● Clariant Creative Agency: The 9-Step Guide to a Complete B2B Content Strategy ● Square2Marketing: 7 Tips for Gamifying Content Marketing ● Business2Community: How to Implement Gamification in Your Content Marketing Strategy: Useful Tips and Tools Resources: Other Blogs and Articles (con’t)