how to convince your boss to invest in content marketing

HOW TO CONVINCE YOUR BOSS

TO INVEST IN CONTENT MARKETING

OCTOBER 2014

DAN TYREdtyre@hubspot.com

Agenda

• WELCOME & INTRODUCTIONS

• CONTENT MARKETING HAS ARRIVED

• HOW TO CONVINCE YOUR BOSS

• HOW TO GET MORE BUDGET FOR CONTENT MARKETING

• Q&A

DANTYRE

Employee #6 @ HubSpot

Live in Scottsdale, AZ

HubSpot is my fifth start up

Content Marketing Pioneer

@dantyre

WHAT IS CONTENT MARKETING ?

OUTBOUND

CONTENT

WHAT IS INBOUND MARKETING?

THE STEPS

STEP 1: DEFINE BUYER PERSONAS

Persona: BOSSMAN

STEP 2: IDENTIFY MARKETING TRIGGERS

I outsourced a bunch of crummy link building and now my listing is on page 503,624

I need new customers so I can keep growing

If I don’t stay ahead of my competitors, they will put me out of business

STEP 3: CREATE A LIST OF KEYWORDS

money

cashmoolah

dinero

cheddar

bucks

sawbucksdead presidents

doughgreenbacks

skrillawampumlittle green pillows

of joy

benjamins

Important Questions

• How do I rank number one in Google? • Fix SEO for my site • How do I outrank competitors in Google? • How do I find new leads?• Keep those leads rolling throughout the year?• Track the ROI of the investment

STEP 4: SET YOUR INBOUND MARKETING GOALS

current

conservativeoptimistic

STEP 5: OUTLINE YOUR CONTENT STRATEGY

Step 6: Design Lead Nurturing Process

STEP 6: DESIGN YOUR LEAD NURTURING PROCESS

STEP 7: CREATE A CONVERSION FOCUSED BLOGGING STRATEGY

Just like a blog, anticipate the topics personas are interested in and prepare engaging content.

Always have a call to action ready to move toward a “landingPage” or close.

Remember to use keywords.

STEP 8: IMPLEMENT & ALIGN INFRASTRUCTURE & BUSINESS PROCESSES

STEP 9: RECRUIT FOR THE SKILL SETS YOU NEED

STEP 10REGULAR REPORTS &ANALYSIS

3 Questions for Dan

Dan Tyre@dantyre

DTyre@hubspot.com602.432.7451

NEXT WEBINAR…

8 Steps to Win at Search, Social & Content MarketingLearn about:• Best practices to create, promote,

and distribute content• Why Links Do Matter• Optimize, Optimize, Optimize

13Nov

11am PST2pm EST

Arnie KuennCEO, Vertical Measures

Register: www.verticalmeasures.com/webinars