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#INBOUND1 
4 
I’ve Created My Content, 
Now What? 
Amanda Sibley 
Campaigns Manager, HubSpot
AMANDA 
SIBLEY 
@AmandaSibley 
Marketing - Campaigns 
Team, HubSpot 
#CertifiedScubaDiver
Inbound.org/amanda 
#INBOUND14
#INBOUND14
#INBOUND14 
Today, HubSpot has over 2,000 ebooks, with an 
average of 6k downloads each.
#INBOUND14 
The First Piece of Content I Made at 
HubSpot…
#INBOUND14 
The First Piece of Content I Made at 
HubSpot…
A coordinated campaign 
generated 72% more 
#INBOUND14 
leads than a non-coordinated 
one.
THREE PHASES OF CAMPAIGN LAUNCH: 
Organization & 
Planning 
Promotional Options Analysis and 
Reporting
THREE PHASES OF CAMPAIGN LAUNCH: 
Organization & 
Planning
Phase 1: Organization and Planning 
#INBOUND14 
1 Set goals 
2 Host a team brainstorm
#INBOUND14 
1 SET GOALS
#INBOUND14 
WEBSITE 
TRAFFIC
BRANDING 
#INBOUND14
#INBOUND14 
LEAD 
GENERATION
MQL/SQL 
#INBOUND14
DIRECT SALES 
#INBOUND14
#INBOUND14 
Our goal: 
Lead generation 
(Of this ebook!)
2 BRAINSTORM & SET UP TIMELINES 
#INBOUND14
ORGANIZE TASKS AND DETERMINE WHO CAN 
#INBOUND14 
HELP
 Measure 
 Analyze 
#INBOUND14 
HAVE A LAUNCH PLAN WITH TIMING 
3 WEEKS PRIOR 
2 WEEKS PRIOR 
1 WEEK PRIOR: 
 Brainstorm 
promotional 
activities 
 Assign owners & 
deadlines 
 Social images 
 Finalize content 
positioning 
 Blog posts 
 Website CTAs 
 Email copy 
 Landing page 
copy 
 Start LinkedIn 
discussion 
 Send email 
 Post social posts 
 Post blog posts 
LAUNCH DAY 
POST LAUNCH
#INBOUND14 
TEMPLATE FOR BRAINSTORM
THREE PHASES OF CAMPAIGN LAUNCH: 
Promotional Options
EPmroamilo Ptiroonmaol OtBiopntlisoongs +g Oipntimgization Experiments 
#INBOUND14
Companies that blog are 13x more 
likely to see a positive ROI, than 
#INBOUND14 
those who don’t. (State of Inbound 2014)
1. BLOGGING 
#INBOUND14
1. BLOGGING 
#INBOUND14
1. BLOGGING 
#INBOUND14 
BLOG TOPIC IDEAS: 
1. Pull a SECTION from the ebook 
2. Create a LIST related to the offer 
3. EXPAND on one of the topics briefly discussed 
4. UPDATE an older post related to the topic 
5. MISCONCEPTIONS about the topic 
6. EXAMPLES of the topic
1. BLOGGING 
http://www.hubspot.com/blog-topic-generator 
#INBOUND14
EPmroamilo Ptiroonmaol Otiopntisons + Optimization Experiments 
#INBOUND14 
Website
#INBOUND14 
Your website is your 
greatest asset. More people 
view your webpages than 
anything else.
2. WEBSITE 
#INBOUND14 
Homepage or 
Log-in Page
2. WEBSITE 
Create a 
Content 
Library 
#INBOUND14
2. WEBSITE 
#INBOUND14 
Featured 
Offer
EPmroamilo Ptiroonmaol Otiopntisons + Optimization Experiments 
#INBOUND14 
Social Media
Social media has become 
#INBOUND14 
the most important 
channel for marketers and 
sales professionals alike. 
(State of Inbound 2014)
3. SOCIAL MEDIA 
 Change Cover Photo 
#INBOUND14
3. SOCIAL MEDIA 
#INBOUND14 
 Posts with images 2-3 
times during launch week 
 Post once a week during 
the month after launch
3. SOCIAL MEDIA 
#INBOUND14 
 Change Cover 
Photo 
 Pin a Tweet
3. SOCIAL MEDIA 
#INBOUND14 
 Tweets with images
Tweets with 
images 
generate 55% 
more leads. 
(HubSpot) 
#INBOUND14
3. SOCIAL MEDIA 
#INBOUND14 
 Tweets from content author
3. SOCIAL MEDIA 
#INBOUND14 
 Post to your company page on launch day
3. SOCIAL MEDIA 
#INBOUND14 
 Start a LinkedIn group discussion pre-launch
EPmroamilo Ptiroonmaol Otiopntisons + Optimization Experiments 
#INBOUND14 
Email
#INBOUND14 
Email marketing has an 
ROI of 4,300% 
(Direct Marketing Association)
EmEmaial iPl rPormomotoiotinosn - Personalization 4. EMAIL 
#INBOUND14 
 Personalize your email sender name 
31% increase 
in CTR!
EmEmaial iPl rPormomotoiotinosn - Personalization 4. EMAIL 
#INBOUND14 
 Use smart content to personalize email copy 
 Include personalized content
Email Promotions 4. EMAIL 
#INBOUND14 
 Encourage Sharing
Email Promotions 4. EMAIL 
 Make Sharing Fool-Proof 
#INBOUND14
Email Promotions 4. EMAIL 
 Get Creative with Images 
#INBOUND14
EPmroamilo Ptiroonmaol Otiopntisons + Optimization Experiments 
#INBOUND14 
Guest Blogging
#INBOUND14 
Keep your content high 
quality, and get in front of a 
new audience.
5. GUEST BLOGGING 
#INBOUND14 
New audience 
Inbound links 
Long tail promotion
5. GUEST BLOGGING 
#INBOUND14 
 Find relevant blogs 
 Use tools for professional outreach 
 Add value 
 Always link back to your content
EPmroamilo Ptiroonmaol Otiopntisons + Optimization Experiments 
#INBOUND14 
Social Advertising
Social advertising gives you 
#INBOUND14 
access to over a billion 
people, and allows you to 
target your specific 
audience.
EPmroamilo Ptiroonmaol Otiopntisons + Optimization Experim6e.n PtsAID 
#INBOUND14 
Promoted 
Content
Promoted Tweets increase offline 
#INBOUND14 
sales by 29% (VentureBeat)
EPmroamilo Ptiroonmaol Otiopntisons + Optimization Experim6e.n PtsAID 
#INBOUND14 
Retargeting 
Audience: Current 
database 
Goal: Downloads + 
Sharing
EPmroamilo Ptiroonmaol Otiopntisons + Optimization Experiments 
#INBOUND14 
Experiments
EPmroamilo Ptiroonmaol Otiopntisons + Optimization7 . EExXpPeEriRmIMenEtNs-TS 
Influencer 
#INBOUND14 
& 
VIP Customer 
Outreach
EPmroamilo Ptiroonmaol Otiopntisons + Optimization7 . EExXpPeEriRmIMenEtNsTS 
#INBOUND14 
SlideShare
EPmroamilo Ptiroonmaol Otiopntisons + Optimization7 . EExXpPeEriRmIMenEtNsTS 
#INBOUND14 
Video Marketing
EPmroamilo Ptiroonmaol Otiopntisons + Optimization7 . EExXpPeEriRmIMenEtNs-TS 
#INBOUND14 
Live Event 
Optimization
THREE PHASES OF CAMPAIGN LAUNCH: 
Analysis & Reporting
#INBOUND14 
REMEMBER THAT GOAL?
#INBOUND14 
WHERE TO START WHEN MEASURING 
If Your Goal is… Look at… 
Website traffic Website views compared to equal time period 
before the launch of your campaign 
Branding New followers, mentions, blog views & comments, 
and reviews 
Lead generation Leads generated by source from your specific 
campaign 
Qualified leads (MQL/SQL) Leads that turned into MQL/SQL from your 
campaign, or # of leads sales considers 
MQL/SQL 
Direct Sales Revenue driven directly or indirectly from your 
campaign
#INBOUND14 
TRACKING RESULTS 
*(Sample Data)
ANALYZE EACH PROMOTIONAL CHANNEL USED 
#INBOUND14 
200 
600 
60 
160 
300 270 
100 
4.30% 
4.00% 4.00% 
3.50% 
3.00% 2.90% 
2.50% 
5.00% 
4.50% 
4.00% 
3.50% 
3.00% 
2.50% 
2.00% 
1.50% 
1.00% 
0.50% 
0.00% 
700 
600 
500 
400 
300 
200 
100 
0 
Blogging Website Guest Blogging Social Media Email Other Paid 
Leads 
Conversion 
*(Sample Data)
#INBOUND14
#INBOUND14
#INBOUND14 
THANK YOU!
#INBOUND14 
QUESTIONS ?

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#INBOUND14 - I've Created My Content, Now What?

Notes de l'éditeur

  1. Bio slide
  2. Average download is 6k 65 offers have over 20k downloads
  3. Average download is 6k 65 offers have over 20k downloads
  4. The first ebook I ever wrote was created for one reason, to get more leads that came from facebook. We didn’t have a multi-channel promotional plan. We wrote because we had one goal in mind. Since then, we have iterated and reiterated this plan, helping us get more out of each offer we create.
  5. The first ebook I ever wrote was created for one reason, to get more leads that came from facebook. We didn’t have a multi-channel promotional plan. We wrote because we had one goal in mind. Since then, we have iterated and reiterated this plan, helping us get more out of each offer we create. Book icon needs to be cleaned up around the edge, or can you blur the edge a bit? It doesn’t quite fit on the page, sticks out not in a good way
  6. Of those 2k, only a small percentage have had a coordinated campaign around it. When it does, we see an X increase in leads and succes….
  7. So, we set up a process that consists of three phases to promote campaigns
  8. So, we set up a process that consists of three phases to promote campaigns
  9. Make text bigger and center in page.
  10. We don’t do anyhting without a goal in mind. If we don’t, how will we know if we succeeded?
  11. This looks like it’s off-center, just make sure it will preview ok for the presentation
  12. Can you do a different arrow? That looks a bit sloppy (compared to the sharpness of all the other stuff in the presentation).
  13. This is a team effort. One person should not be handling all of these, unless they do this and nothing else, 12 hours a day! Assigns each of these to a team member, using the brainstorm template format we discussed earlier. To share this informaiton, put the template into a sharing tool, such as a Google doc or evernote. During this time, set clear expectations on timing.
  14. WHY ARE SOCIAL IMAGES IMPORTANT
  15. During the brainstorm, get all ideas on the table about how to promote the content. Having as many people as you have promotional channels will help increase ideas. In this meeting, record all ideas, and determine what will be executed on. Hold people accountable.
  16. So, we set up a process that consists of three phases to promote campaigns
  17. TBD Why are some parts true white and the others look faded?
  18. Change content creator and tweet Is that guy someone special? Does he have a not-blurry headshot?
  19. We include CTAs on these blog posts. End of post Sldie in CTA Within body of post
  20. The content creator also writes anywhere from 1-4 blog posts. Make text 1 size bigger and space a bit more
  21. The content creator also writes anywhere from 1-4 blog posts.
  22. Website CTA on homepage/library/log-in page
  23. Website CTA on homepage/library/log-in page
  24. Website CTA on homepage/library/log-in page
  25. TBD Why are some parts true white and the others look faded?
  26. Facebook: Posts during launch week Posts of content that performed best after launch week Changing cover photo *** (Premium) Making images in canva
  27. Facebook: Posts during launch week Posts of content that performed best after launch week Changing cover photo *** (Premium) Making images in canva
  28. First, come up with a hashtag and use it throughout content. Helps drive conversation on twitter 1 central place to ask questions, communicate with people Free publicity of the offer Put hashtag in lazy tweets from blog posts, sharing buttons, emails, and throughout ebook Second, promote content from your twitter account HubSpot Author’s account Images + non-images
  29. Do a question about tweets with images to intro next slide
  30. First, come up with a hashtag and use it throughout content. Helps drive conversation on twitter 1 central place to ask questions, communicate with people Free publicity of the offer Put hashtag in lazy tweets from blog posts, sharing buttons, emails, and throughout ebook Second, promote content from your twitter account HubSpot Author’s account Images + non-images
  31. LinkedIn: Posts during launch week Posts of content that performed best after launch week LinkedIn Group discussion*** – often started pre-launch to get conversation going LinkedIn Group announcement*** NEED STATS ON THE SUCCESS OF THIS
  32. LinkedIn: Posts during launch week Posts of content that performed best after launch week LinkedIn Group discussion*** – often started pre-launch to get conversation going LinkedIn Group announcement*** NEED STATS ON THE SUCCESS OF THIS Can be either a pre-launch discussion or a day of
  33. TBD Why are some parts true white and the others look faded?
  34. Test done in 2011* Center the text a bit more, its too close to the edge too
  35. Test done in 2011* Center the text a bit more, its too close to the edge too
  36. Add in results
  37. Get creative in your emails. This email includes a GIF & a lazy tweet to encourage sharing.
  38. Ask how mny people inth e audience have guest blogged, or written a guest blog?
  39. Here are some of the options hubspot has at their disposal We
  40. Here are some of the options hubspot has at their disposal We LOVE this screen
  41. TBD Why are some parts true white and the others look faded?
  42. LinkedIn advertising best practices: Promote professional content Try Sponsored Updates and ads Use group, interest, and demographic targeting Highly tailor content to specific audience Fixed the linkedin icon (it has some white in the upper right corner) and also the orange is showing up in the icon along the top of the slide.
  43. You need a fact here like you had in the other ones, I really liked those – this is dull
  44. Facebook advertising best practices: Use images Target a specific audience Test a variety of post types Place ads in newsfeeds instead of right column Text should be centered under the images (it’s left-justifed on the left but center on the right )
  45. TBD Why are some parts true white and the others look faded?
  46. Influencers Pre-launch outreach (sneak peak, advice, etc.) Inbound links/mentions Mentions within the content VIP customers
  47. Additional content: Slideshare
  48. TBD
  49. Optimize at Live events: Business cards Downloads on iPad/Computer at booth Promote in relevant conversations online
  50. So, we set up a process that consists of three phases to promote campaigns
  51. Report on that goal, did you hit it? How will you know?
  52. At a basic level you should look at the results from each activitiy. Did these hit or exceed your goal? *** Make sure that this won’t get cut off in presenation, the image is really close to the edge, I don’t want you to lose anything.
  53. This helps you get an idea of what tasks within your promotional plan for a campaign worked, and what didn’t. This helps optimize on a channel/promtoional level. Once you run several campaigns, you can begin to compare each camapaign to each other as well. This will help you develop trends as to what kinds of content overall do best with your audience. This will help you optimize on a content/higher level.