Conquer content - How to Create Effective Content at Every Stage of the Buyer's Journey
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San Jose HubSpot User Group meetup, Monday, September 19, 2016.
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Conquer content - How to Create Effective Content at Every Stage of the Buyer's Journey
- 1. How To Create Effective Content At Every Stage of the Buyer’s Journey
- 2. Unless you’ve been living under a rock, you’ve likely heard content is the most important thing ever. (at least these days…) In fact… 2
- 3. 3 By Mike Mozart - http://www.flickr.com/photos/39160147@N03/9622116171/, CC BY 2.0, https://commons.wikimedia.org/w/index.php?curid=31228611
- 4. The message you are trying to deliver to your visitors, leads, customers and promoters. The foundation of any inbound marketing strategy and campaign. Yet it can also be one of the biggest hurdles marketers and businesses face in effectively executing their inbound marketing campaigns. Why? 4
- 5. 5
- 6. 1. Understand the Buyer’s Journey 2. Develop buyer personas for your business 3. Align your keywords with the buyer persona & the Buyer’s Journey 4. Create premium content in the right format that speaks to each particular buyer persona at each stage of the buyer’s journey. 6
- 7. #1
- 8. It is not the inbound methodology. 8
- 9. It is also is not the marketing or sales funnel. 9
- 10. 10
- 11. 11
- 12. #2
- 13. Personas help you create the right content. The right content will most effectively attract your ideal visitors, convert them into leads, and close them into customers. Content to attract visitors Content to close customersContent to convert leads FLICKR USER INPRAISEOFSARDINES
- 14. BUYER PERSONAS: Semi-fictional characters that represent your ideal customers.
- 15. Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals. They’re NOT: target markets, job titles, or specific real people. They ARE: common motivations, shared pain points, universal goals, wishes, and dreams, general biographic/demographic information. BUYER PERSONAS
- 16. 16 Beer Geek Bob Interest: Constantly testing and improving his homebrew. He’s the mad scientist! Crafty Carl Interest: Homebrewing is his newest craft hobby and brews every weekend with friends. He wants to make his beer more drinkable. Enthusiast Hansen Interest: Loves all things alcohol and thinks it would be fun to have his own creation available for friends to try at home. Goal: Sell our hydrometer to every homebrewer in the world!
- 17. #3
- 18. a) Keyword Brainstorm b) Rank Keywords By Search Volume c) Map Top Keywords to Buyer Personas and the Buyer’s Journey d) Assign Primary Keywords to Web Pages e) Create Blog Content Topic Ideas 18
- 23. Resource: http://adwords.google.com/KeywordPlanner/ 23 Competition Filter = < .70 (or lower) Avg. Monthly Visitors Filter = > 50 (or higher)
- 24. 24 Beer Geek Bob Interest: Constantly testing and improving his homebrew. He’s the mad scientist! Crafty Carl Interest: Homebrewing is his newest craft hobby and brews every weekend with friends. He wants to make drinkable beer. Enthusiast Hansen Interest: Loves all things alcohol and thinks it would be fun to have his own creation available for people to try at home Goal: Sell our hydrometer to every homebrewer in the world! Credit and thanks to Hansen Hunt, Senior Consultant, SmartBug Media
- 25. 25 Add Persona - Use intuition to determine which persona would search for each keyword - Eg. Beer Geek Bob knows what a “refractometer” is, but Carl or Hansen don’t and would never use one in brewing.
- 26. 26
- 27. 27 Add Buyer’s Journey - Put yourself in their shoes. What are you searching for? - Enter keyword into Google see what content relates to their keyword/intent
- 28. 28 Add Priority - Choose the top keywords you would like to rank for. Think about how the keywords will fit in your on-page SEO like the page title. - For awareness stage, choose keywords with higher avg. monthly searches. - For consideration/decision stage, choose the best matching keywords to your product/service - Long tail keywords (like questions) are great keywords to target with blog content
- 29. 29 Add Web Page - Assign a page to each primary keyword, and possibly a page for each secondary if they are unique from the primary keyword.
- 30. 30 Create Blog Topics - For each keyword, brainstorm at least one blog topic - Focus more topics around the primary and secondary keywords - Brainstorm topics that could be used for premium content offers (eBooks, guides, product comparison sheet)
- 31. 31 Resources - Keywordtool.io - moz.com/content/ - app.buzzsumo.com/research/
- 32. #4
- 33. 33
- 34. 34
- 35. Add photo 35
- 36. # % # % # % Title A Title B Title C Title 1 Title 2 Title 3 Offer X Offer Y Offer Z 36
- 37. What do you do when you have content gaps? Beacon.by – Turn blog posts into Ebooks Put a bow on it! Turn blog posts, website page information into an infographic. Hire an agency to help you repurpose! (shameless plug) Find templates, automated software to help you with the process. Best Practices? Let’s hear from you. 37
- 38. Questions, Comments and Ideas for Future HUG Meeting Topics? Want to Give An Upcoming Presentation or Write A Blog Post? Let Me Know! Matthew Penchuk matthew@searchstrategymarketing.com | 831-316-4776 Special thanks and credit to HubSpot, Hansen Hunt, Senior Consultant @ SmartBug Media of the San Diego HUG and Andrea Boccard, HUG Leader of the Long Island HUG for sharing their presentations. 38
Hinweis der Redaktion
- Thank you, thank you very much.
- Your company’s website should be equipped with everything that a potential buyer might need when he or she lands – so that you can help the prospect get closer to making a purchase. In this presentation we’re going to talk about 4 steps to help you get a handle on your content. There is some very practical information in here as well as some higher level info.
- The inbound methodology is what delivers content. This is a roadmap for you, the marketer, based on your objective to attract visitors, convert leads and close customers. There are Appropriate tools for each objective. HubSpot is for the marketer. No pain points, needs or problems are addressed. Inbound methodology is for you the marketer.
- The buyer’s journey is not interested in how many TOFU, MOFU or BOFU leads. They don’t care if they’re an MQL or SQL, There is Nothing to do here with the buyer’s journey and their needs.
- Read it again.
- The buyer’s journey is totally about the buyer and not about Marketers!! But as marketers it is imperative that we have an understanding of this buyer’s journey so we can provide the right information to our buyers. Let’g go thru the stages. And believe me, this takes time to learn. I recommend printing these out to remember where you are in the stages. Awareness – Not sure what their problem is yet. They are experiencing symptoms, doing some bellyaching, but haven’t quite defined their problem. Consideration – Clearly defined their problem, now considering the different solution strategies, the different approaches. There are lots of different ways. Decision Stage – Now they are actively searching for vendors to help them with their solution. We will be revisiting this shortly
- This is STEP #2 for conquering your content. Ok, so this is Inbound 101, but all of your content should be created with them in mind. This is the foundation to your inbound makreting campaign.s. It is always good to revisit this, because we often, as marketers forget that we are not the center of the universe, but our potential buyers are.
- personas are who you’re creating your content for: There is something in it for us though once you’ve identified them, because you’ll have a better idea of what content to create to attract the right visitors, convert them into leads, close those leads into customers and even delight them into promoters. To effectively a, c, c, d the right prospects, you can’t just create any content, you need to create content that will appeal to the specific visitors you’re trying to attract. Your Buyer Persona is what you will use to figure out who these “right” visitors, leads, and customers are in the first place -- it’s the glue that holds every aspect of inbound marketing together.
- They’re fictional characters that we CREATE, through research, analysis, and taking a close look at who’s already buying from us—that represent our DREAM customers. Notice this says “customers” though! A lot of companies actually have more than one buyer persona- on average, they probably have between 3 and 5 buyer personas. As an agency, we’re working on numerous accounts with numerous buyer personas. We have a lot of personas to keep in mind! How you know you’ve reached the “edge” of one persona and the other one begins is when those shared generalities disappear. When you’re creating your personas, you’re probably going to notice that your customer base falls into one of a couple different buckets, or broad categories. Those buckets are your personas. Now that’s a little better definition of what a buyer persona is, Show of hands, how many here have a buyer persona or buyer personas at their company? How many actually create their content for these buyer personas? How many created a buyer persona and never even think about them?
- Let’s refresh our memories a little bit. This is so you can create content for them
- Buyer Personas for Beerorama are these guys!! Thank you to the guys down in San Diego who came up with these personas
- What language are your buyer personas using and what questions are they asking? There are lots of Q&A sites, but Quora is the most popular. In fact, it’s the 140th biggest site, by visitor volume, in the world overall. To truly enjoy the benefits of organic traffic and rankings, you need to take a Quora question and dig into it more deeply to find additional long-tail keywords for your article. Copy and paste one of the Quora questions (i.e., why is it so hard to lose weight?) into the Google AdWords Keyword Planner. Then, click on the “Get ideas” button. Here are the related keywords for our example: A hydrometer is a basic tool that is used to measure the ratio of a sample liquid's density to the density of water. In home brewing, it is a necessary tool that will show you the degree to which the yeast is converting sugar into ethanol, ultimately helping you gauge the health and success of your beer's fermentation
- Copy and paste one of the Quora questions (i.e., how do I measure specific gravity when home brewing beer?) into the Google AdWords Keyword Planner. Then, click on the “Get ideas” button. Here are the related keywords for our example:
- They added in the keywords to get search. OR if you have HubSpot, go to the Keyword Tool and add them in there. Follow the same steps. If you don’t have a campaign setup, go to HubSpot, you can use the HubSpot keyword tool for research for more specific monthly searches. If not, Google provides a free keyword research tool with an easy export. Pick an adgroup or groups that has relevance and add it to the plan. From here you can select the
- This can be done from an excel sheet exported from the Keyword Planner or from HubSpot. Keep in mind that the higher the competition, the more difficult it will be to rank.
- Buyer Personas for Beerorama are these guys!! Thank you to the crazy guys down in San Diego who came up with these awesome personas.
- A refractometer A refractometer is an optical device that, like a hydrometer, measures the specific gravity of your beer or wort. It does so by sampling a small amount of liquid, and looking at its optically. The main advantage over a hydrometer is the small sample size needed – typically only a few drops. Add in a column for your persona and choose wisely.
- Here it is again, the buyer’s journey. Keywords generally fall in one area or the next. Take a look at the key terms that coincide.
- Add the right stage. Note delight is for after they have already bought.
- Choose your format wisely. Depending on the stage of the buyer’s journey and the buyer persona, one format will work better than another. In the awareness stage when a prospect is experiencing and expressing symptoms of a problem or opportunity, the content assets listed above are appropriate for the awareness stage because this content helps educate your buyer persona -- not on your individual solution, but on your buyer persona’s need or problem. Analyst reports, research reports, eBooks, editorial content, expert content, whitepapers, and educational content are all great content formats for an awareness stage piece of content. In the Consideration Stage, the prospect has clearly defined and given a name to their problem or opportunity. The content assets in this stage should speak directly to the solutions that can help solve their needs, bridging the gap between educational assets and product or service information WITHOUT involving your brand. That’s why expert guides, live interactions, webcasts, podcasts, videos, and comparison whitepapers work so well for this stage. in the decision stage, the prospect has decided on their solution strategy, method, or approach and is making a decision. The assets in this stage require more direct action from the lead. They are ready to make a purchase (now that they know about their problem and have determined an ideal solution), so it’s time to show why you’re the best of the best. Content in the decision stage will be focused on your own product and service and you can do that using formats like vendor or product comparisons, case studies, trial download, product literature, and live demos.
- That’s where the first, and overarching aspect of a content strategy comes in. Knowing your company’s unique customer journey is what’s required – so that you can decide what content to create, and at what point it should be presented to prospects, depending on where they are along the buyer’s journey. To tie this all together, try using a worksheet like this one here. This is similar to what we used to do our Keyword Mapping. This is a concepting worksheet that you can use to tie all of the components of planning - purpose, format, and topic together. Fill this out so your piece of content will be created for a specific persona, topic (or keyword), buyer’s journey stage, format and content structure, and start developing a working title for the piece of content. One area that was skipped over, “How will this help your buyer persona?” Take the time to always address this question when you’re creating a piece of content. If you can’t answer this question, than you might not be planning a remarkable piece of content. Remember, you want to create content that will help your buyer persona. Every time you want to produce a piece of content, start by asking yourself: who does this help? If the answer is anyone OTHER than your persona, go back and really think through why you’re creating this content, on this topic, in this way. Less is more. Don’t overdo it. Keep it educational. Think about content first. Design second.
- What’s your current distribution? How many do you have in each stage? What % do you have for each? Do you have some that go over two stages? Break it up into two. Do your website pages feature content that could be used for a particular content offer in a stage? Reuse, recycle.