1. Making Inbound Marketing Work For Your “Boring” Business
Why Helpful is the New Sexy
Dan Moyle
Director of Marketing: AmeriFirst Home Mortgage

2. Why me?

3. 1 Why do we think we’re boring? 2
Shift focus: Journalism 3 4
Where does the content begin?
Is it working?

4. WHY DO WE THINK WE’RE
BORING?

5. Why do we think we’re boring?

6. Why do we think we’re boring?

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

8. Why do we think we’re boring?
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

9. Beyond the boring
Have a personality: Zombie home buyers

10. SSccrreeww ““sseexyxy.”.” BBee hheellppfuful.l.
Beyond the boring
SSccrreeww ““sseexyxy.”.” BBee hheellppfuful.l.
Helpful is the New Sexy

11. Beyond the boring
Helpful is the New Sexy

12. 2 SHIFT FOCUS TO
“JOURNALISM”

13. SHIFT FOCUS: JOURNALISM

14. Shift focus: Journalism
Engaging stories
Solve those problems
Headlines!
Build trust, develop evangelists

15. Shift focus: Journalism – Engaging Stories
Source: hubspot.com

16. Shift focus: Journalism – Engaging Stories
Tell the story of your buyer persona through brand journalism. Solve their problems.

17. Shift focus: Journalism – Engaging Stories
Tell the story of your buyer persona through brand journalism. Solve their problems.

18. Shift focus: Journalism – Engaging Stories
Tell the story of your buyer persona through brand journalism. Solve their problems.

19. Shift focus: Journalism – Solve Those Problems
When I have a problem, I should find you.

20. Shift focus: Journalism – Gain Trust, Evangelists
Using facts and stories rather than flash and flair builds trust.
Trust builds relationships.
Great evangelists come from great relationships.

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

22. 3 WHERE DOES THE CONTENT
BEGIN?

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

24. 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?

25. WHERE DOES THE CONTENT BEGIN? 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?

26. Where does the content begin?
Current events: Tie them to your industry/product or service
What’s going on in your client’s life? (Relevancy) What’s going on in your industry?

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

28. Where does the content begin?
Evergreen content
Every question a customer has asked, another one will ask. It’s not boring if it’s helpful.

29. Where does the content begin?
3 Places to “Find” Content
Customers & Sales Team
Current Events – Google News
Cross Relevancy – zombies, Firefly, cool cars
ommons/f/ff/Hawk Flying_by Pine_Tree.jpg

30. 4
IS IT WORKING?

31. Is it working?
Find out what’s working Find out what’s not working Test, test, test

32. Is it working?

33. Is it working?

34. Is it working?

35. Final Thoughts
Screw sexy. Be helpful.
Tell a story.
Test, test, test.

36. QUESTIONS?

37. THIS IS HOW WE CHANGE THE GAME
@danmoyle
@amerifirst
#INBOUND2013
#inbound2013