Creating a Content Marketing
Guide for 2014
#contentblueprint

Meet Your Experts:
Suzi Preradovic!
Marketing Manager at Evernote!
Evernote!
@tweet_suzi!
#contentblueprint
Kieran Flanagan!
International Marketing Director !
HubSpot!
@searchbrat!

Housekeeping Notes
Slides and recording will be available after.!
Interact with us on Twitter: #contentblueprint!
!
Follow: !
@HubSpot!
@Evernote!
!
#contentblueprint

Let’s face it, being successful with content marketing is
really hard.

That’s why there is so much Content CRAP out there.

Check out the full
slideshare:
http://slidesha.re/
1fgaiT8
That’s why there is so much Content CRAP out there.

The majority of the content being published gets no love
at all

Even though we give
them every option
available to share
that content
The majority of the content being published gets no love
at all

It’s only going to get
more competitive.

"54% of B2B marketers say they will increase their
content marketing spending over the next 12 months”
– source (http://bit.ly/1bIc6Wv)

Some brands are
doing amazing
content.
Download
>> “The Life of a Remarkable Piece of Content” <<

So how do you create a winning content marketing
blueprint?

And help your company
generate a lot more traffic
and leads
#contentblueprint

What about if we just gave
you a complete Content
Marketing Blueprint?
#contentblueprint

Well that’s just what
we did.
Content
Marketing
Guide .
<< Download Now >>
#contentblueprint

What is Evernote?
"The Evernote repository is
a database in the cloud that
can store typed or
handwritten notes, audio
files, images and
documents. Evernote has
been successful by making
this data instantly available
on a wide variety of
devices.”
Courtesy of TIME Magazine:

Which Evernote version is right for
you?
Evernote (free version)
Ideal for private users.
Evernote Premium (5 EUR or 4 GBP/month)
For power-users and micro-enterprises
Evernote Business (10 EUR or 8 GBP/month)
For small and medium-sized enterprises

What are the most important pieces of the perfect
Content Marketing Blueprint?

1
Getting
Buy In

All great Content
Marketing plans start with
getting people bought into
your vision
#contentblueprint

All great Content
Marketing plans start with
getting people bought into
your vision. You need a
really great pitch.
#contentblueprint

1. Give an overview of your key challenges. Use just the
right amount of data. Don’t over complicate things.

2. Show how solving those key challenges will have a
real impact on business metrics. Cost and Revenue.

2. Show how solving these key challenges will have a
Know the metrics
real impact on business metrics. Cost and Revenue.
your boss really
cares about
http://bit.ly/1k3cqDC

3. Give high level details on the strategy that will solve
all key challenges. Remember your audience.

4. Create a sense of urgency if possible. Competitor
envy can be a strong motivator.

5. Know the trends in the market. Include key stats in
your presentation to back up your points.
“B2B companies with blogs generate 67% more leads per
month on average than non-blogging firms” - source (
http://bit.ly/1h79fpQ)
"Inbound marketing delivers 54% more leads in the 2013
marketing funnel than outbound sources" - source (
http://bit.ly/1h7bcT0)
"The average amount of marketing budget spent on B2B
content marketing is 33%, up from 26% in 2011" - source (
http://bit.ly/1bIc6Wv)

1
2
Getting
Planning
Buy In

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)
Everything
starts with your
buyer persona
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

To create buyer personas
for your company you need
to know
#contentblueprint

What questions do you need to ask? What information are
you looking for?

Where do you get that information from? How can you use
that information to create your buyer personas?
Brainstorm
7 to 10
people
Interview
Prospects
& Customers
Write
Personas
(500 – 700)
Test
Find a Photo
#contentblueprint

We have a whole section
dedicated to planning, which
includes how you can create
your very own buyer personas.
Content
Marketing
Guide .
<< Download Now >>
#contentblueprint

You can now start brainstorming content ideas for
your different buyer personas.

Make use of tools to help you brainstorm what content is
right for your buyer personas.
• Google Keyword Planner
• Google Trends
• Google Analytics
• Bottlenose
• Google Suggest
• SocialCrawlytics
• UberSuggest
• SEOGadget’s Content
Ideas Generator
• HubSpot Keyword Tool
• Quora
• HubSpot Social Inbox
#contentblueprint

Make use of tools to help you brainstorm what content is
Learn how to use
right for your buyer personas.
these
http://bit.ly/1l3AAMp
• Google Keyword Planner
• Google Trends
• Google Analytics
• Bottlenose
• Google Suggest
• SocialCrawlytics
• UberSuggest
• SEOGadget’s Content
Ideas Generator
• HubSpot Keyword Tool
• Quora
• HubSpot Social Inbox
#contentblueprint

Map those content ideas across your funnel to make
sure you have the right content for each stage.
Awareness
What content ideas are a good fit for your buyer
personas in the awareness stage?
Evaluation
What content ideas are a good fit for your buyer
personas in the evaluation stage?
Purchase

3
Publishing

HOW CAN YOU BE A PUBLISHER FOR
YOUR MARKET?.

CREATE ASSETS IN LOT’S OF
DIFFERENT FORMATS.
Blog & eBooks
Tools
#contentblueprint
Photos
Videos & Podcasts
Presentations

THESE ASSETS WILL CREATE REAL
VALUE
increase
in web
traffic
Generates
Social PR
generates
leads
generates
Inbound
links
creates
sales

ASSETS MEAN YOU OWN YOUR
MARKETING
70%
Vs
#contentblueprint
of our blog
leads are from
OLD articles

We have a whole section
dedicated to getting better at
publishing valuable content for
your buyer personas
Content
Marketing
Guide .
<< Download Now >>
#contentblueprint

4
Promotion

THE POSSIBLE EYEBALLS YOU CAN
GENERATE.
Distribution
Channels
Available
Audience
Engagement
(CTR)
Engaged
Audience
Blog
10,000
6%
3000
Email
10,000
3%
300
Facebook
8000
2.5%
200
Twitter
1000
0.5%
5
Content
#contentblueprint

PROMOTE TO YOUR LIST

PROMOTE THROUGH YOUR SOCIAL
CHANNELS.
#contentblueprint

CREATE A CONVERSION PATH FROM
YOUR BLOG.
CALL TO ACTION
LANDING PAGE
#contentblueprint

YOUR CONTENT MARKETING
BLUEPRINT.
Get Buy In
• Key Challenges
• Talk Business Metrics
• Overview of Tactics
• Competitor Envy
• Know Market Trends

YOUR CONTENT MARKETING
BLUEPRINT.
Get Buy In
Planning
• Key Challenges
• Creating Your Buyer Personas
• Talk Business Metrics
• Brainstorming Ideas
• Overview of Tactics
• Create an Editorial Calendar
• Competitor Envy
• Use Evernote to Collaborate with
Team
• Know Market Trends

YOUR CONTENT MARKETING
BLUEPRINT.
Getting Buy In
• Key Challenges
• Talk Business Metrics
• Overview of Tactics
• Competitor Envy
• Know Market Trends
Planning
• Creating Your Buyer
Personas
• Brainstorming Ideas
• Create an Editorial
Calendar
• Use Evernote to
Collaborate with
Team
Publishing
• Free Content Templates
(ebook, slideshare, video,
blog posts, social media
imagery, infographic,
press releases)
• Content Marketing Hacks
• Editorial Checklist

YOUR CONTENT MARKETING
BLUEPRINT.
Getting Buy
In
Planning
•
Creating Your Buyer
Personas
•
Brainstorming Ideas
•
Key Challenges
•
•
•
Publishing
Create an Editorial
Calendar
Talk Business Metrics
•
•
•
Overview of Tactics
Competitor Envy
Know Market Trends
Free Content
Templates (ebook,
slideshare, video, blog
posts, social media
imagery, infographic,
press releases)
•
•
Content Marketing
Hacks
•
Editorial Checklist
Use Evernote to
Collaborate with Team
Promotion
• Paid Promotion by
Simon Penson
• Effective Outreach by
Kelvin Newman
• 10 Tips to Promote
Content by Kieran
Flanagan

YOUR CONTENT MARKETING
BLUEPRINT.
Getting Buy
In
Planning
•
Key Challenges
•
Creating Your
Buyer Personas
•
Talk Business
Metrics
•
Brainstorming
Ideas
Overview of
Tactics
•
Publishing
Create an
Editorial
Calendar
•
•
Competitor Envy
•
Know Market
Trends
•
Use Evernote to
Collaborate with
Team
•
Free Content
Templates
(ebook,
slideshare,
video, blog
posts, social
media imagery,
infographic,
press releases)
•
Content
Marketing Hacks
•
Editorial
Checklist
Promotion
• Paid Promotion
by Simon Penson
• Effective
Outreach by
Kelvin Newman
• 10 Tips to
Promote Content
by Kieran
Flanagan
Inspiration
• Content
Suggested by
Top Marketing
Experts

GET IT NOW
Content
Marketing
Guide .
<< Download Now >>
#contentblueprint

Start with the Marketing Content
Guide
Click to watch our Youtube video on how to use Evernote
Business to start building up on the Content Marketing
Guide with your team.

THANK
YOU!
#contentblueprint