The document discusses how "boring" industry content can still be effective for marketing purposes. It provides tips for making educational content more engaging, including focusing on journalism principles like telling stories, solving problems, and building trust. The key points are: 1. Educational content can still attract warm leads through inbound marketing if it is helpful rather than trying to be "sexy". 2. Content should focus on journalism by using engaging stories, solving customer problems, and building trust with audiences. 3. Content ideas come from customer questions, current events, and cross-industry relevance. Success should be measured through metrics and testing different content approaches.

1. #inbound2013
Making "Boring Industry"
Content Work For Your
Business
“Boring” Content Can Still Kick Ass
Dan Moyle | @danmoyle

2. Why me?

3. Why me?

4. Why me?
Our key component in our marketing is
education. We’re not looking for “viral” or
“sexy.” We educate home buyers in order
to develop relationships.

5. 1 Why do we think we’re boring?
2 Shift focus: Journalism
3 Where does the content begin?
4 Is it working?

6. WHY DO WE THINK WE’RE
BORING?

7. Why do we think we’re boring?

8. Why do we think we’re boring?

9. Why do we think we’re boring?
Exciting vs helpful
Useful vs Sexy
You know who cares? Warm leads!

10. Why do we think
we’re boring?
Who cares? Warm
leads!
A warm lead is a much more cost effective way to market:
Inbound costs 61% less per lead than disruptive marketing
Source:
HubSpot

11. Have a personality: Zombie home buyers
Beyond the
boring

12. Screw “sexy.” Be helpful.
Beyond the

13. 2 SHIFT FOCUS TO
“JOURNALISM”

14. SHIFT FOCUS: JOURNALISM

15. • Engaging stories
• Solve those problems
• Gain trust, gain evangelists
Shift focus: Journalism

16. Use Engaging Stories
Source:
hubspot.com

17. Use Data to Measure & Improve
Tell the story of buying a first house: most popular article in views, conversions,
links

18. Solve Those Problems
When I have a
problem, I
should find
you.

19. Gain Trust, Evangelists
• Using facts and stories rather than
flash and flair builds trust.
• Trust builds relationships.
• Great evangelists come from great
relationships.

20. WHAT IS A
KEYWORD?
JOURNALISM:
101Who | What | Why | When |
Where
Jimmy
Olsen
How (Do I solve my problem with
your service/product/company?)

21. 3 WHERE DOES THE CONTENT
BEGIN?

22. 1 Content begins with the customer
– Ask your sales team
– Answer all questions
WHERE DOES THE CONTENT BEGIN?

23. Where does the content begin?
Customer Questions:
• How do I ….
• How much does …
• Why is …
• Where do I find …
• Why can’t I …
• This vs That / This or That
• Who do we ask for the answers?

24. 1 Content begins with the customer
– Ask your sales team
– Answer all questions
2 Check the headlines
– Current events in the world
– What’s going on in your client’s lives?
WHERE DOES THE CONTENT BEGIN?

25. Where does the content begin?
Current events: Tie them to your industry/product or
service
What’s going on in your client’s life? (Relevancy)
What’s going on in your industry?

26. Newsjacking helps by
maintaining relevancy.
Newsjacking helps keep your
boring industry interesting.
Newsjacking is fun to
do as a content
creator.

27. Evergreen Content
http://upload.wikimedia.org/wikipedia/commons/f/ff/Hawk_Flying_by_Pine_Tree.jpg
Content That Lives
On
Every question a
customer has
asked, another one will
ask. It’s not boring if it’s
helpful.

28. Where does the content begin?
3 Places to “Find” Content
1) Customers & Sales Team
2) Current Events – Google News
3) Cross Relevancy – zombies, Firefly, cool cars, sports

29. 4 IS IT WORKING?

30. Is it working?
Find out what’s working
Find out what’s not working
Test. Test. Test.

31. Tools to Measure Success
Tools: Page performance

32. Tools: email
Measure delivers, clicks
Metrics That Matter

33. Test. Test. Test.
Test everything: CTAs, social media and more

34. Final Thoughts
Screw sexy. Be helpful.
Tell a story.
Test. Test. Test.

35. #inbound2013
THIS IS HOW
WE CHANGE
THE GAME
@danmoyle
@amerifirst
bit.ly/inbound2013D
M
#INBOUND13

36. QUESTIONS?