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Inbound Marketing: How
Content is Your Secret Weapon
Content Israel Summit // 1st December 2015
@hubspot // @matthewbarby
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
@hubspot // @matthewbarby http://www.hubspot.com/products/inbound-marketing/
How do your customers buy
today?
@hubspot // @matthewbarby
It all starts with a need…
@hubspot // @matthewbarby
@hubspot // @matthewbarby
65% of European consumers do
research online before
purchasing.
@hubspot // @matthewbarby Source: eConsultancy Digital Marketing Trends
@hubspot // @matthewbarby
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
Your buyer likes to educate
themselves rather than speak to
sales people.
@hubspot // @matthewbarby
60% of the sales cycle is over
before a buyer talks to your
salesperson…
@hubspot // @matthewbarby Source: Corporate Executive Board
…and they convert when they
are ready.
@hubspot // @matthewbarby
The buyer is in control and
they’re more educated than ever
before.
@hubspot // @matthewbarby
You need to be there when they
want, where they want and with
what they want.
@hubspot // @matthewbarby
Inbound Marketing
= Content + Context
@hubspot // @matthewbarby
Volume of website content vs leads generated
@hubspot // @matthewbarby http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
Volume of blog content vs leads generated
@hubspot // @matthewbarby http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
You need to think like a media
company.
@hubspot // @matthewbarby
That said, it’s not all about
volume…
@hubspot // @matthewbarby
@hubspot // @matthewbarby
“46% of our monthly blog leads came from just 30
posts (out of over 6,000)!”
@hubspot // @matthewbarby
My 8-Step Process
@hubspot // @matthewbarby
1 Define your buyer persona(s)
@hubspot // @matthewbarby
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
2Map out the interests and
problems facing each of your
personas
@hubspot // @matthewbarby
Quora
@hubspot // @matthewbarby
Online Communities
@hubspot // @matthewbarby
Inbound Marketing: How Content is Your Secret Weapon #contentisrael15
Form Fields
@hubspot // @matthewbarby
Speak to your sales team!
@hubspot // @matthewbarby
3 Group interests and
problems into broad topic
groups
@hubspot // @matthewbarby
@hubspot // @matthewbarby
4 Perform keyword research
across topic clusters
@hubspot // @matthewbarby
@hubspot // @matthewbarby
Break down your keyword
research into head and long-tail
phrases.
@hubspot // @matthewbarby
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
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
Here’s an example…
@hubspot // @matthewbarby
Topic: Men’s Health
@hubspot // @matthewbarby
Head Term: Workout Routines
@hubspot // @matthewbarby
(49,500 monthly searches)
Long Tail Term:
Best Ab Workouts for Men
@hubspot // @matthewbarby
(1,000 monthly searches)
5Group your keywords into
topic clusters
@hubspot // @matthewbarby
@hubspot // @matthewbarby
6Develop content ideas
based on the keywords.
@hubspot // @matthewbarby
BuzzSumo
@hubspot // @matthewbarby http://buzzsumo.com/
Ruzzit
@hubspot // @matthewbarby http://www.ruzzit.com/
HubSpot Blog Topic Generator
@hubspot // @matthewbarby http://www.hubspot.com/blog-topic-generator
7 Validate your ideas
@hubspot // @matthewbarby
Reddit (ask your audience)
@hubspot // @matthewbarby
Analyse the SERPs
@hubspot // @matthewbarby
8Align your content with a CTA
@hubspot // @matthewbarby
High-conversion landing pages
@hubspot // @matthewbarby
This stuff really works…
@hubspot // @matthewbarby
@hubspot // @matthewbarby
@hubspot // @matthewbarby
“92% of our monthly blog leads came from posts
published in the previous month or earlier.”
It doesn’t stop there.
@hubspot // @matthewbarby
@hubspot // @matthewbarby
@hubspot // @matthewbarby

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