How Collaborative Content can elevate your Marketing ROI.

1. Collaborative
Content:
How Collaborative Content can elevate
your Marketing ROI
Kareem Mostafa Partner Marketing Consultant @ Hubspot

2. The Plan
○ A Post-Inbound World
○ Collaborative Content
○ 3 Tactics
○ Gift from Dublin!
○ Q&A

3. A Post Inbound
World

5. What do we do when
everyone else is also doing
content?
“

6. The ChallengeThe Challenge

7. Generating Traffic and Leads

8. A Question:
What are the elements of
good content?

9. Challenge:
It is difficult to create good content

10. Why?
1. Resources
2. Original Ideas
3. High competition
Challenge:
It is difficult to create good content

11. Besides, How will we stand out?
● 60% of marketers say blog content creation is their top
inbound marketing priority (Hubspot, 2016)
● 67% more leads generated by B2B marketers that use
blogs vs those who do not (Hubspot, 2015)
● 97%more likely to get link backs vs those who don’t blog
(Hubspot, 2015)

12. How Will You Stand Out?
● 60% of marketers say blog content creation is their top
inbound marketing priority (Hubspot, 2016)
● 67% more leads generated by B2B marketers that use
blogs than those who do not (Hubspot, 2015)
● 97%more likely to get link backs (Hubspot, 2015)

13. How Will You Stand Out?
● 60% of marketers say blog content creation is their top
inbound marketing priority (Hubspot, 2016)
● 67% more leads generated by B2B marketers that use
blogs than those who do not (Hubspot, 2015)
● 97%more likely to get link backs (Hubspot, 2015)

14. It’s no secret:
So....how do we compete now?
Inbound Content
works!

15. The
Opportunity

16. “The reality is that customers don’t solely
make their decisions based on
company-crafted videos, ebooks and
infographics
Jay Baer

17. “Before parting with their money, customers
want to hear the story from someone other
than the marketing department
Jay Baer

18. Collaborative
Content

19. Benefits:

20. 1. Grow your Distribution: Give your content the distribution
that it deserves by joining forces with other brands/individuals.
Benefits:

21. 1. Grow your Distribution: Give your content the distribution
that it deserves by joining forces with other brands/individuals.
2. Crowdsource content ideas: Design content with others
that is engineered for WOM and more virality
Benefits:

22. 1. Grow your Distribution: Give your content the distribution
that it deserves by joining forces with other brands/individuals.
2. Crowdsource content ideas: Design content with others
that is engineered for WOM and more virality
3. Scale Robustly: Ship more content without compromising on
quality
Benefits:

23. 3 TACTICS

24. Spotlight Content
Co-Marketing
Topic Clusters

25. Spotlight Content
Co-Marketing
Topic Clusters

26. 1.
SPOTlight Content
showcase someone else’s story

27. Spotlight Content:

28. Spotlight Content: Definition

29. Spotlight Content: Definition
○ Feature your target customer in a way that makes them want
to tell a friend
○ Interview, Spotlight series

30. Spotlight Content: Definition
○ Feature your target customer in a way that makes them want
to tell a friend
○ Interview, Spotlight series
○ Every post has 2 CTAs at the end:
● Share your story
● Become like them
○ Track through your Hubspot portal

31. Spotlight Content: Benefits
○ Leverage their social reach
○ Receive their personal recommendation
○ Position yourself as an SME
○ Save time while creating high value content

32. Spotlight Content: Example

33. Spotlight Content: Example

34. sponsor someone’s audience

35. Spotlight Content: How to Apply
1. Give it a name
● [topic/brand/series]
2. Decide on the people
Shortlist 20 people that have...
● A common similarity (your persona / your persona admires)
● Strong reach on the social channels that matter
● Bonus: Strong influencer/leadership
3. Map out implementation
● Distribution + Tracking URLs
● Length + Frequency
● Hubspot CTAs

36. Spotlight Content
Co-Marketing
Topic Clusters

37. 2.
Co-Marketing
sponsor someone’s audience

38. Co-Marketing: Definition
○ Create content for someone else in exchange for their
audience
○ Give them an opportunity to add value to their own audience
minus the effort
○ Hosted on your own Hubspot landing page

39. Co-Marketing: Benefits
○ Tap into a large existing audience of an adjacent brand
○ Compound both of your social media reach to generate more
distribution
○ Associate with their existing brand values and image

40. Co-Marketing: Example

41. Co-Marketing: Example

42. Co-Marketing: Example

43. Co-Marketing: Example

44. Co-Marketing: How to Apply
1. Identify suitable partner
● Aligned with your brand
● Large audience
● Influential
2. Nurture relationship and reach out
● Engage with the brands on social
● Engage offline with key contacts (events)
● Connect on LinkedIn and discuss
3. Brainstorm
● Set the goal for your joined audience
● Set expectations
● Decide content offer would be relevant to you both
4. Execute & Report

45. Tracking URLs are
veryimportant.

46. Including a
disclaimer is a
legal necessity.
You can add it as
a HTML module
on your LP.

47. Even I co-marketed the
Co-Marketing section (!)

48. Spotlight Content
Co-Marketing
Topic Clusters

49. 3.
Topic Clusters
foster a sense of community
and expertise

50. Topic Clusters: Definition
○ Creating an efficient architecture across a range of core topic
areas.

51. Topic Clusters: Definition
○ Creating an efficient architecture across a range of core topic
areas.

52. Topic Clusters: Definition (example)

53. Topic Clusters: Definition

54. Topic Clusters: Benefits
○ Position yourself as a SME
○ Drive more traffic and increase SERPs and authority
○ Reach out to experts to help write your cluster content

55. Topic Clusters: Example

56. Topic Clusters: How to Apply
1. Map out 5-10 of the core problems that your buyer persona has
(use surveys, run interviews, and do some secondary research within online
communities).
2. Group each of the problems into broad topic areas.

57. Topic Clusters: How to Apply
1. Map out 5-10 of the core problems that your buyer persona has
(use surveys, run interviews, and do some secondary research within online
communities).
2. Group each of the problems into broad topic areas.
3. Build out each of the core topics with subtopics using keyword
research.
4. Draw out content ideas and influencers that can write them that align
with each of the core topics and corresponding subtopics.
5. Create, measure, and refine.

58. Topic Clusters: Content Strategy Tool

59. Spotlight Content
Co-Marketing
Topic Clusters
Want to talk Collaborative Content? Feel free to
reach out to me on Linkedin here