If you're a small business owner or a professional marketer getting started with inbound marketing, you're probably worried about creating content. Writing useful, popular content doesn't require that you come up with spellbinding new ideas every day but you need tools and strategies that make it easy to create your content online and share it to increase traffic and attract new business. Learn how the HubSpot software and methodology allows thousands of customers to easily create content, optimize it for search, share it in social media and track their results.

1. Download these slides:
SlideShare.net/HubSpot
How to Attract More
o tt act o e
Customers With Content
Using HubSpot Software
Ellie Mirman
Inbound Marketing Manager
HubSpot
Twitter: @ellieeille

2. Agenda
I. About HubSpot & Inbound Marketing
II. Create Content
III. Optimize Content
IV.
IV Promote Content
V. Convert with Content
VI. How to Measure It

3. Who is HubSpot?
• Founded: 2006 1,700+ Customers
• Team: 90 (15 MIT)
T 90 (15 MIT)
• A: $5m General Catalyst
• B: $12m Matrix Partners

4. Traditional Marketing (Outbound)

5. Marketing Today (Inbound)

6. Marketing Has Changed
1950 - 2000 2000 - 2050

7. The Good News!

8. Inbound Marketing Process
Process Tools
• Publish • Content Mgmt
• Optimize Get Found • Blogging
• Promote • Social Media
• SEO
• Target • Offers / CTAs
• Capture Convert • Landing Pages
• Nurture • Emails
• Lead Intel
• Test • Analytics
• Analyze
ay e Analyze
• Repeat

9. Proven ROI of Inbound Marketing
www.HubSpot.com/ROI

10. Proven ROI of Inbound Marketing
Cilk Arts Increases Leads 500%
Makana Solutions 3x Leads, 2x Conversions
Vocio Pays for HubSpot 30x Over with New Leads
Objective Management Group Grows Leads 360%
Bridge Group Doubles Online Leads
g p
www.HubSpot.com/ROI

11. What HubSpot Software Does

12. Agenda
I. About HubSpot & Inbound Marketing
II. Create Content
III. Optimize Content
IV.
IV Promote Content
V. Convert with Content
VI. How to Measure It

13. Small Business Owner Grows Leads 50x w/ Content
• Georgia
Golf Academyy
• Blog + ebooks +
videos =
• Increased traffic &
lead volume 50x
• 300+ blog
subscribers
• 4,000+ inbound
links
http://www.hubspot.com/customer-case-studies/bid/4791/Georgia-Golf-
Academy-Grows-Inbound-Leads-50x

14. How Many Tickets Do You Have?

15. More Indexed Pages

16. More Visitors

17. What Kind of Content?
“The kind of online content
that your buyers naturally
gravitate to.”
- David Meerman Scott
Author of The New Rules of
Marketing & PR
www.webinknow.com

18. A Word of Caution
• B i
Business content DOES NOT mean
t t
content about the products and
services you sell
y
• Create content that’s useful and
interesting to your target personas

19. What Content Channels Are Best?
• Blog
• Podcast
• Videos
• Photos
Ph t
• Presentations
• eBooks
• News Releases

20. Get Into the Content Mindset
• Make emails into blog posts
• Turn forum posts into blog
posts
• Sh t videos at events
Shoot id t t
• Interview customers for your
b og
blog
• Repurpose company data for
public reports
• Share lessons you learn
Flick Photo: Cindiann

21. Easily Edit Your Website or Blog with HubSpot
21

22. Agenda
I. About HubSpot & Inbound Marketing
II. Create Content
III. Optimize Content
IV.
IV Promote Content
V. Convert with Content
VI. How to Measure It

23. How Do You Get to the Top?

24. Pick Your Keyword Battles
Fight for “Ninja” … or “Ninja Halloween Costume”
Flick Photos: ExtraMedium & Simonstarr

25. Find Your Best Keywords
25

26. Two Sides of Optimization
On-Page
O P Off-Page
Off

27. Optimize “On Page”
• Page Title
• URL
• H1,H2,H3 tags
• Page Text
• Bold

28. Half of On-Page SEO Is Invisible
• Description
• Keywords
• Alt text on images

29. HubSpot makes it easy to optimize “On-Page”

30. Optimize Every Web Page

31. Optimize Every Blog Article

32. Optimize “Off-Page”
• Recommendations from friends
1. I
1 “I know HubSpot”
HubSpot
2. “HubSpot has great marketing software”
3.
3 You trust the person saying this
• Links are online recommendations
1. A link: www.HubSpot.com
2.
2 Anchor text: Internet Marketing
3. Link is from a trusted website

33. How Do You Get Links?
Have something worth linking to.

34. Blogging Means More Inbound Links

35. HubSpot tracks inbound links
35

36. Agenda
I. About HubSpot & Inbound Marketing
II. Create Content
III. Optimize Content
IV.
IV Promote Content
V. Convert with Content
VI. How to Measure It

37. Social Media? No Time for That Nonsense!

38. Social Media Is Now a Staple
Flickr: anitacanita Flickr: sierravalleygirl
• Unmeasured • Highly measurable
• Small scale • Massive scale
• No business impact • Major driver of leads, sales
• But lots of fun • Still fun

39. PR, Social-Media Style
Need to urgently speak with a business that is very
actively leveraging social media strategies; for ZDNet
I spoke about our use of social media for biz on 2 panels -
http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9
408 555-5555?
I will call you right now

40. PR, Social-Media Style
Elapsed Time:
50 Minutes

41. Social Media Drives Real Traffic
HubSpot Blog Referrals (Q1 & Q2 2009)
>15% Social Media; 22.9% Google
; g
41

42. How to Get Started
Listen
Share Your Content
Listen More
Li t M
Build Relationships

43. HubSpot Helps You Listen & Engage
43

44. Agenda
I. About HubSpot & Inbound Marketing
II. Create Content
III. Optimize Content
IV.
IV Promote Content
V. Convert with Content
VI. How to Measure It

45. Convert Traffic to Leads to Customers
Calls to Action
Landing Pages
Lead Nurturing
Lead Intelligences
45

46. Targeted Calls to Action at Every Step
46

47. Capture Leads with Landing Pages
Limited navigation
g
Clear & simple
Form above fold
47

48. Lead Nurturing: Get leads to take the next step
48

49. Lead Intelligence for Your Sales Team

50. Salesforce.com or Other CRM

51. Agenda
I. About HubSpot & Inbound Marketing
II. Create Content
III. Optimize Content
IV.
IV Promote Content
V. Convert with Content
VI. How to Measure It

52. Track Blog Subscribers

53. Blog Article Performance
53

54. SEO Performance: Keyword Rank vs. Competition
54

55. SEO Performance: Inbound Links vs. Competition
55

56. Social Media Reach
56

57. How to Track Your Funnel
Track visitors. Track leads. Track customers.

58. Analyze Each Channel & Campaign
58

59. Final Thoughts …
Fi l Th ht

60. Build Leverage

61. Who Knows How to Put All the Pieces Together?
d.j.k. on flickr

62. HubSpot Puts the Pieces Together

63. Thank You!
Try HubSpot Software Free:
p
www.HubSpot.com/Free-Trial
Ellie Mirman
Inbound Marketing Manager
HubSpot
Twitter: @ellieeille