Handout for the 1 hour Inbound Marketing Content Workshop companion to the Inbound Marketing Presentation embedded here & provided to Scotland's SMEs June 2011

1. Inbound Marketing Workshop
How do you get online audiences to choose your site, blog & ultimately
buy your product or service? By knowing your audience or persona,
giving them remarkable content, taking chances, bringing value to their
lives and giving them a reason to convert.
Content Strategy
SUSPECT: Browsing, Attract Me
Define your persona:
• What are their challenges & PROSPECT: Learning More
aspirations?
LEAD: Interested
• How do they consume information?
• What is important to them?
Define your persona here: PAIN _____________________________
ROLE___________________ GOALS____________________________
DEMO__________________ INFLUENCERS______________________
Define offers that resonate at each stage
Brainstorm to identify blog posts & different content offers or ‘Calls to
Action’ that would entice your audience to convert.
1) Suspect – What Free Content Can Attract Browsers?
• What FAQs do you ALWAYS have to answer?
• What unique situation have you solved, tell a story.
• What new technique can you simplify for ‘mere mortals’?
List 4-5 blog or video ideas here:

2. Inbound Marketing Workshop
2) Prospect – What Content is worth an email address?
• Would your audience subscribe to a newsletter or blog?
• Deliver value in less than a 10-page eBook or 30 min webinar.
List 2-3 mid-weight content ideas here:
3) Lead – What robust content, tool or assessment can you
offer in exchange for more detailed qualifying questions?
• What would make someone give you their phone number or their
unique pain point?
• Content should have real meat & takeaways.
List 2-3 content types & title ideas here:
Congratulations – you’ve just built your first 2-3 months worth of
content ideas. Next: Try these out in your online marketing campaigns!
BONUS: What did your group learn & debate about?
http://www.hubspot.com/free-trial-uk/ Questions: Kirsten @kirstenpetra