- how you can align SEO to your content strategy - processes you can use for optimising existing content that you've produced - a model for running keyword research - a process for creating successful content marketing campaigns that solve for the customer

1. Inbound Marketing: How
Content is Your Secret Weapon
Content Israel Summit // 1st December 2015
@hubspot // @matthewbarby

2. Here I am.
1 Global Head of Growth & SEO at HubSpot.
2 Lecturer for the Digital Marketing Institute.
3 Award-winning blogger.
4 Worked with brands around the world to
acquire new customers.
@hubspot // @matthewbarby

3. @hubspot // @matthewbarby http://www.hubspot.com/products/inbound-marketing/

4. How do your customers buy
today?
@hubspot // @matthewbarby

5. It all starts with a need…
@hubspot // @matthewbarby

6. @hubspot // @matthewbarby

7. 65% of European consumers do
research online before
purchasing.
@hubspot // @matthewbarby Source: eConsultancy Digital Marketing Trends

8. @hubspot // @matthewbarby

9. 33% of social network users
agree that they trust what they
read and see on sites like
Facebook.
@hubspot // @matthewbarby Source: eConsultancy Digital Marketing Trends

10. Your buyer likes to educate
themselves rather than speak to
sales people.
@hubspot // @matthewbarby

11. 60% of the sales cycle is over
before a buyer talks to your
salesperson…
@hubspot // @matthewbarby Source: Corporate Executive Board

12. …and they convert when they
are ready.
@hubspot // @matthewbarby

13. The buyer is in control and
they’re more educated than ever
before.
@hubspot // @matthewbarby

14. You need to be there when they
want, where they want and with
what they want.
@hubspot // @matthewbarby

15. Inbound Marketing
= Content + Context
@hubspot // @matthewbarby

16. Volume of website content vs leads generated
@hubspot // @matthewbarby http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses

17. Volume of blog content vs leads generated
@hubspot // @matthewbarby http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses

18. You need to think like a media
company.
@hubspot // @matthewbarby

19. That said, it’s not all about
volume…
@hubspot // @matthewbarby

20. @hubspot // @matthewbarby
“46% of our monthly blog leads came from just 30
posts (out of over 6,000)!”

21. @hubspot // @matthewbarby

22. My 8-Step Process
@hubspot // @matthewbarby

23. 1 Define your buyer persona(s)
@hubspot // @matthewbarby

24. Marketing Mary
• Professional marketer (VP, Director, Manager)
• Mid-sized company (25-200 employees)
• Small marketing team (1-5 people)
• BComm (BU), MBA (Babson)
• 42, Married, 2 Kids (10 and 6)
Goals:
• Support sales with collateral and leads
• Manage company communications
• Build awareness
Challenges:
• Too much to do
• Not sure how to get there
• Marketing tool and channel mess
Loves HubSpot because:
• Easy to use tools that make her life easier
• Learn inbound marketing best practices
• Easier reporting to sales and CEO
@hubspot // @matthewbarby

25. 2Map out the interests and
problems facing each of your
personas
@hubspot // @matthewbarby

26. Quora
@hubspot // @matthewbarby

27. Online Communities
@hubspot // @matthewbarby

29. Form Fields
@hubspot // @matthewbarby

30. Speak to your sales team!
@hubspot // @matthewbarby

31. 3 Group interests and
problems into broad topic
groups
@hubspot // @matthewbarby

32. @hubspot // @matthewbarby

33. 4 Perform keyword research
across topic clusters
@hubspot // @matthewbarby

34. @hubspot // @matthewbarby

35. Break down your keyword
research into head and long-tail
phrases.
@hubspot // @matthewbarby

36. Head Keyword: usually a maximum
of two words in length but usually
one, and will be very broad, for
example, “dress” or “red dress”.
@hubspot // @matthewbarby

37. Long-Tail Keyword: much more
specific and usually a minimum of
three words in length. It expands
further on the body keyword and
generally is searched for less, for
example, “where to buy a red
dress”.
@hubspot // @matthewbarby

38. Here’s an example…
@hubspot // @matthewbarby

39. Topic: Men’s Health
@hubspot // @matthewbarby

40. Head Term: Workout Routines
@hubspot // @matthewbarby
(49,500 monthly searches)

41. Long Tail Term:
Best Ab Workouts for Men
@hubspot // @matthewbarby
(1,000 monthly searches)

42. 5Group your keywords into
topic clusters
@hubspot // @matthewbarby

43. @hubspot // @matthewbarby

44. 6Develop content ideas
based on the keywords.
@hubspot // @matthewbarby

45. BuzzSumo
@hubspot // @matthewbarby http://buzzsumo.com/

46. Ruzzit
@hubspot // @matthewbarby http://www.ruzzit.com/

47. HubSpot Blog Topic Generator
@hubspot // @matthewbarby http://www.hubspot.com/blog-topic-generator

48. 7 Validate your ideas
@hubspot // @matthewbarby

49. Reddit (ask your audience)
@hubspot // @matthewbarby

50. Analyse the SERPs
@hubspot // @matthewbarby

51. 8Align your content with a CTA
@hubspot // @matthewbarby

52. High-conversion landing pages
@hubspot // @matthewbarby

53. This stuff really works…
@hubspot // @matthewbarby

54. @hubspot // @matthewbarby

55. @hubspot // @matthewbarby
“92% of our monthly blog leads came from posts
published in the previous month or earlier.”

56. It doesn’t stop there.
@hubspot // @matthewbarby

57. @hubspot // @matthewbarby

58. @hubspot // @matthewbarby