Improve and refine your inbound marketing content strategy in 2017. Parker from Jaxzen Marketing Strategies shares some key best practices to help you reach your marketing goals this year and how to use HubSpot to help make that happen. In the presentation, you will learn how to: create useful content, help your audience find you, set targets that help your marketing and sales teams reach their goals, and measure the success of your marketing efforts.

1. RECHARGING YOUR
CONTENT STRATEGY IN
2017

2. 11:30-11:50am- sign in/network/fill out lunch order card
11:50am- Announcements
12:00pm-12:45 pm- Presentation: How to Recharge Your
Content Strategy for 2017
12:45pm- Wrap up
Agenda:

3. First time at HUG?
We’re so glad you’re here! We meet once a month to share
inbound marketing best practices and get to know other
marketers in Austin.

4. Upcoming HUG Events:
February 23: “How to Plan for Your Next HubSpot
Integration” with Nina Hendricks from Trujay
March 23: “How to be a Hero to your Sales Team” with
David Weinhaus from HubSpot
April 20: “How to recruit, hire, and develop top inbound
talent” with Brad Voeller of Digital Creative Institute

5. We’ll be sending out a survey after the meeting to get your
feedback. Please let us know if you have any questions or
suggestions.
We want to hear from you!

6. RECHARGING YOUR
CONTENT STRATEGY IN
2017

7. WELCOME!

8. GOAL SETTING
CREATING CONTENT
PROMOTING CONTENT
OVERVIEW

9. GOAL SETTING

10. What are your goals for your
content marketing in 2017?

11. Start with your customer goal and work
backward to figure out how many leads you
need to convert and how many visitors you
need to attract to your site.
Not sure about your inbound close rate? You
can start with just leads.
REVERSE ENGINEERING YOUR GOAL

12. EXAMPLE:
Customer goal: 5 new customers a month.
About 10% of your leads become customers.
Lead goal: 50 new leads per month.
About 1% of your site visitors become leads.
Visitor goal: 5,000 visitors per month.

13. CREATING
CONTENT
Now that we have goals, let’s talk about:

14. Remember that your job as an inbound
marketer is to create content that is
useful for the different audiences
coming to your site.
This can span from first-time visitors to
customers.

15. Create content that is relevant to your
audience without always being about
your company.

16. Wistia is a software platform that hosts videos
for businesses.
EXAMPLE: WISTIA

17. WISTIA BLOG TOPICS
• How Every Small Business Can Energize Their Marketing in 2017
• The Science Behind Why No One Likes to Be on Camera
• How to Price and Package Your Video Marketing Services
• 6 Reasons Why You Shouldn’t Have an Autoplaying Homepage
Video
• Three Ways to Shoot an Overhead Video
• 5 Actionable Tips for Improving Emails with Video
• How to Add Video in Your Content Strategy

18. WHAT DO YOU NOTICE ABOUT
THESE BLOG HEADLINES?
• How Every Small Business Can Energize Their Marketing in 2017
• The Science Behind Why No One Likes to Be on Camera
• How to Price and Package Your Video Marketing Services
• 6 Reasons Why You Shouldn’t Have an Autoplaying Homepage Video
• Three Ways to Shoot an Overhead Video
• 5 Actionable Tips for Improving Emails with Video
• How to Add Video in Your Content Strategy

19. WHY THESE TOPICS WORK FOR WISTIA
• They’re useful
• There’s a variety of topics related to using video for marketing
• There’s a variety of levels of depth in the topics. Some are for
experienced video marketers, and some are for people just getting
started.
• They’re not sales-y. None of these are tooting Wistia’s horn or
talking about product features, BUT…
• They’re relevant to Wistia’s product

20. You don’t add value by explaining product
offerings to first-time visitors.
Product pages and customer emails are
typically better locations for this type of
content.
CONTENT FOR FIRST-TIME VISITORS

21. WE HAVE CONTENT.
LET’S TALK ABOUT
HEADLINES.

22. HEADLINES
HubSpot Academy recommends you spend at least 5
minutes brainstorming headlines for every article you
publish, and to give yourself 5-6 different options to
compare.

23. CHOOSING THE RIGHT HEADLINE
• Try running your headline choices through a headline analyzer:
• Co-Schedule headline analyzer- coschedule.com/
headline-analyzer
• Sharethrough headline analyzer-
headlines.sharethrough.com
• For SEO, try incorporating relevant keywords or topics into the
headline

24. PROMOTING
CONTENT

25. When it comes to content, what percentage of your
time do you spend creating it?
What percentage of your time do you spend
promoting it?
80% creating and 20% promoting? 70/30?

26. ACCORDING TO HUBSPOT’S CONTENT
MARKETING CERTIFICATION, IT
SHOULD LOOK LIKE THIS:
40% CREATION, 60% PROMOTION.

28. THERE’S A GOOD
CHANCE YOU’RE NOT
PROMOTING ENOUGH

29. CREATING A PROMOTION
STRATEGY
1. Before you start creating content, decide what
channels you’re looking to promote it on.
2. Develop a content promotion calendar
3. Test and refine your promotions
Bonus - Test out new platforms

30. QUESTIONS TO ASK WHILE PLANNING CONTENT
• Who is this written to?
• How does it help them?
• HOW WILL I PROMOTE THIS?

31. PROMOTIONAL CHANNELS
Traditional channels - Organic, Referrals, Social
Media, email, PR
Paid channels - Google Adwords, Facebooks ads,
LinkedIn Sponsored posts, retargeting
Lots of others

32. PROMOTIONAL CHANNELS
Have at least one channel in mind when developing
your content.
Need to have an idea of where you’ll get visibility

33. CREATING A PROMOTION
STRATEGY
1. Before you start creating content, decide what
channels you’re looking to promote it on.
2. Develop a content promotion calendar
3. Test and refine your promotions
Bonus - other platforms

34. CONTENT PROMOTION
CALENDAR
If you’re on HubSpot, you can combine the following
tools to get a really good grasp on content
promotion:
- Calendar tool
- Campaigns
- Ads Add-on

35. The calendar tool (under productivity) tracks all of your social
messages, emails, and blog posts.
It also shows you which campaigns each item is associated with.

36. The campaign tool shows all of this plus dedicated
landing pages and associated ads. It also shows new
contacts/leads that come in.

37. If you’re doing paid promotion, you can easily integrate your ad campaigns
into HubSpot.
You can use Deals ROI to figure out the true return you see from your ad
spend.

38. CREATING A PROMOTION
STRATEGY
1. Before you start creating content, decide what
channels you’re looking to promote it on.
2. Develop a content promotion calendar
3. Test and refine your promotions
Bonus - other platforms

39. TESTING & REFINING YOUR
PROMOTIONS
1. Use the campaign tool to see where you get the
most visibility
2. Dig deep on sources to see which platforms were
most effective
3. Always be looking for more segments to use
4. A/B Testing now available to all HubSpot
Professional users

40. CREATING A PROMOTION
STRATEGY
1. Before you start creating content, decide what
channels you’re looking to promote it on.
2. Develop a content promotion calendar
3. Test and refine your promotions
Bonus - other platforms

41. BONUS - OTHER PLATFORMS
- YouTube Channels
- Medium Publications
- Podcasts
- Instagram/Snapchat stories
- Facebook Live/Periscope
- Communities/forums

42. HERE’S TO
CREATING GREAT
CONTENT IN 2017!

43. ANY QUESTIONS?