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HubSpot Presentation - How To Attract Customers With Content Marketing

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The internet is crowded, people's attention spans are short - what is the best way to attract customers using content marketing? Here we explore a real brand's examples of ways to attract customers.

Presented to the HubSpot Inbound Marketing Group Brisbane, Australia 1 September 2015.

Veröffentlicht in: Marketing
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HubSpot Presentation - How To Attract Customers With Content Marketing

  1. 1. CREATIVE WAYS TO ATTRACT CUSTOMERS USING CONTENT Inbound Marketing Brisbane Meetup 1 Sep 15 Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 1
  2. 2. SORRY TO BURST THE BUBBLE… Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 2
  3. 3. PEOPLE DON’T CARE ABOUT YOU, YOUR PRODUCT OR SERVICE… Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 3
  4. 4. ONLY ABOUT THEMSELVES, THEIR ISSUES, THEIR WANTS AND NEEDS… Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 4
  5. 5. THE INTERNET IS CROWDED Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 5
  6. 6. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 6
  7. 7. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 7 HOW DO YOU STAND OUT FROM THE CROWD? What is your pink shirt?
  8. 8. IT’S ALL ABOUT THE STORY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 8
  9. 9. WHAT IS CONTENT MARKETING? Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 9
  10. 10. CONTENT MARKETING The distribution of valuable and compelling content to attract, acquire, and engage a clearly defined and understood target audience – with the objective to driving a profitable customer action. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 10
  11. 11. CONTENT MARKETING The distribution of valuable and compelling content to attract, acquire, and engage a clearly defined and understood target audience – with the objective to driving a profitable customer action. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 11
  12. 12. “Traditional marketing is telling the world you are a rock-star. Content marketing is showing the world you are one.” Robert Rose – Lead Strategist, Content Marketing Institute Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 12
  13. 13. “Traditional marketing talks at people. Content marketing talks with them.” Doug Kessler, CoFounder & Creative Director, Velocity Partners Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 13
  14. 14. TYPES OF CONTENT Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 14
  15. 15. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 15 Case Studies digital magazines BLOGGING microsites Website Copy WHITE PAPERS User Generated Content videos eBooks Social Media PODCASTTestimonials FAQs
  16. 16. CONTENT TO POSITION YOUR BRAND Market leader Thought provoker Trusted advisor Authority in your field Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 16
  17. 17. TRAVEL CUSTOMER JOURNEY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 17
  18. 18. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 18 DREAM PLAN BOOKTRAVEL SHARE
  19. 19. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 19 DREAM PLAN BOOKTRAVEL SHARE
  20. 20. SEO & CONTENT AUDIT What pages work? Which pages don’t work and why? What content do we have? What are we missing? Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 20
  21. 21. HOW DID WE ATTRACT CUSTOMERS? Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 21
  22. 22. BLOG STRATEGY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 22
  23. 23. BE A TRUSTED GUIDE What are the competitive differentiators, guide the audience through the process and continue to offer value for the life of the product. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 23
  24. 24. BE A TRUSTED ADVISOR Build loyalty and trust with your audience. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 24
  25. 25. ESTABLISH AUTHORITY With consistent, high-value content that gives value to your audience. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 25
  26. 26. SEARCH ENGINE OPTIMISATION Win higher rankings and be rewarded with page views with high quality, optimised content that provides value to the reader. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 26
  27. 27. BLOG PAGEVIEWS Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 27
  28. 28. KEY TAKEAWAY PEOPLE BUY INTO YOU, BEFORE THEY BUY FROM YOU. 7 blog topics guaranteed to work every time Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 28
  29. 29. TRAVEL IDEAS MAGAZINE Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 29
  30. 30. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 30
  31. 31. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 31
  32. 32. AMPLIFY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 32
  33. 33. “Content is king, but distribution is queen and she wears the pants.” Jon Steinberg, President, Buzzfeed Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 33
  34. 34. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 34 ARTICLE Website Blog Post Social Media Direct Mail Newsletters
  35. 35. SOCIAL MEDIA Facebook Twitter Instagram LinkedIn Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 35
  36. 36. GREMLIN YOUR CONTENT Turn one story into many Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 36
  37. 37. OUTBRAIN / TABOOLA Content recommendation platform Content to content relationship Cheaper than Adwords Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 37
  38. 38. KEY TAKEAWAYS Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 38
  39. 39. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 39 STAND OUT FROM THE CROWD What is your pink shirt?
  40. 40. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 40 FIND YOUR TOPIC Then create the best, most relevant and useful content on the internet. Don’t be ordinary, be EXTRAODINARY!
  41. 41. www.wordconnect.com.au @morethanroute66 41 HOW INTERESTING IS YOUR CONTENT Ask yourself “Is this content more interesting than my partner?” (or this scrumptious cupcake below)
  42. 42. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 42 BUYERS JOURNEY Are you showing up in your prospects self-determined buying journey?
  43. 43. FIND YOUR UNIQUE STORY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 43
  44. 44. YOU DIDN’T FAIL… YOU TESTED Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 44
  45. 45. Without content, there is no search. Without search, no one would find your content. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 45
  46. 46. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 46
  47. 47. @morethanroute66 jds747400@gmail.com www.wordconnect.com.au Jason Dutton-Smith www.morethanroute66.com Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 47

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