CREATING REMARKEABLE CONTENT IN TRADITIONAL INDUSTRIES April 2014 Dan Tyre,

1Welcome & Introduction 2Define “boring” 3Tips for ZIP 4Crowd sourcing exercise 5Q&A AgendaAgenda

DAN TYRE Employee HubSpot Sponsor of the PHX HUG Content creation

What is solder?

WHY DO WE THINK WE’RE BORING?

Why do we think we’re boring? Exciting vs. Helpful Useful vs. Sexy You know who cares? Warm leads!

Why do we think we’re boring? Who cares? Warm leads! Who cares? Warm leads! A warm lead is a much more cost effective way to market: Inbound costs 61% less per lead than disruptive marketing Source: HubSpot

Have a personality: Zombie home buyers Beyond the boring

“Screw ‘sexy.’ Be helpful.” – Dan Moyle Beyond the boring

SHIFT FOCUS: JOURNALISM

Engaging stories Solve those problems Gain trust, gain evangelists Shift focus: Journalism

Use Engaging Stories Source: hubspot.com

Use Data to Measure & Improve Tell the story of buying a first house: most popular article in views, conversions, links

Solve Those Problems When I have a problem, I should find you.

Gain Trust, Evangelists Using facts and stories rather than flash and flair builds trust. Trust builds relationships. Great evangelists come from great relationships.

WHAT IS A KEYWORD ? JOURNALISM: 101 Who | What | Why | When | Where Jimmy Olsen How (Do I solve my problem with your service/product/company?)

WHERE DOES THE CONTENT BEGIN?

1 Content begins with the customer – Ask your sales team – Answer all questions WHERE DOES THE CONTENT BEGIN?

Where does the content begin? Customer Questions: How do I …. How much does … Why is … Where do I find … Why can’t I … This vs That / This or That Who do we ask for the answers?

1 Content begins with the customer – Ask your sales team – Answer all questions 2 Check the headlines – Current events in the world – What’s going on in your client’s lives? WHERE DOES THE CONTENT BEGIN?

Newsjacking helps by maintaining relevancy. Newsjacking helps keep your boring industry interesting. Newsjacking is fun to do as a content creator.

Evergreen Content Content That Lives On Every question a customer has asked, another one will ask. It’s not boring if it’s helpful.

IS IT WORKING?

Tools to Measure Success Tools: Page performance

Tools: Measure delivers, clicks Metrics That Matter

Test. Test. Test. Test everything: CTAs, social media and more

Final Thoughts Screw sexy. Be helpful. Tell a story – be creative Test. Test. Test.

QUESTIONS?

#inbound2013 THIS IS HOW WE CHANGE THE