- how you can align SEO to your content strategy
- processes you can use for optimising existing content that you've produced
- a model for running keyword research
- a process for creating successful content marketing campaigns that solve for the customer
Inbound Marketing: How Content is Your Secret Weapon #contentisrael15
1. Inbound Marketing: How
Content is Your Secret Weapon
Content Israel Summit // 1st December 2015
@hubspot // @matthewbarby
2. Here I am.
1 Global Head of Growth & SEO at HubSpot.
2 Lecturer for the Digital Marketing Institute.
3 Award-winning blogger.
4 Worked with brands around the world to
acquire new customers.
@hubspot // @matthewbarby
9. 33% of social network users
agree that they trust what they
read and see on sites like
Facebook.
@hubspot // @matthewbarby Source: eConsultancy Digital Marketing Trends
10. Your buyer likes to educate
themselves rather than speak to
sales people.
@hubspot // @matthewbarby
11. 60% of the sales cycle is over
before a buyer talks to your
salesperson…
@hubspot // @matthewbarby Source: Corporate Executive Board
23. 1 Define your buyer persona(s)
@hubspot // @matthewbarby
24. 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)
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
@hubspot // @matthewbarby
25. 2Map out the interests and
problems facing each of your
personas
@hubspot // @matthewbarby
35. Break down your keyword
research into head and long-tail
phrases.
@hubspot // @matthewbarby
36. Head Keyword: usually a maximum
of two words in length but usually
one, and will be very broad, for
example, “dress” or “red dress”.
@hubspot // @matthewbarby
37. Long-Tail Keyword: much more
specific and usually a minimum of
three words in length. It expands
further on the body keyword and
generally is searched for less, for
example, “where to buy a red
dress”.
@hubspot // @matthewbarby