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HubSpot Inbound 2012 Day 3- Content is key, but context is best!

More music, more excitement, more #inbound12! Day 3 and no signs that this team is slowing down. As Darmesh very excitedly shouted, "a few years from now we will say 'remember when Inbound was only 2800 people!'" So to keep it concise- things are moving fast and it's awesome to be on this train.

Keynote- Brian Halligan

1. Inbound marketing over the last 6 years

There's a massive transformation about how we input into the world, now we have an accelerated pace!  In the same note, there's a shift in the pattern of shopping and learning and we have to transform to match human behavior. People are getting better and better at blocking out the traditional marketing format. 

We used to use the phone and marketers could find us… now we have caller id and can screen!  We ignore mail, let it pile up because we know it's nothing important. Email, we can now prioritze our inboxes and send messages to spam and use Ad Blocker to block ads.

We need to create marketing people love! This means we create remarkable content and then use that content to pull people in (stop interrupting people with emails and blasts and let them come to you!)

2. Where's inbound marketing going, what does the next 6 years look like? And how does 1+1=3?

Simply put: We use content to pull them in, and context to pull them through! 

The key to context is making magic and making your tools work together in completely new ways. Based off an Amazon example we can all understand, Darmesh and Brian call this magic making effect the 1+1=3! You know how when you go to Amazon.com it's like your best friend recommending a book. For instance, they suggest books on tennis, dogs, and marketing to me... perfect, my three favorite things! The more presonalized it gets, the more we want to use it... this is the context engine in action and the next generation of marketing!

 3. What HubSpot is doing to power the next phase

HubSpot3, the biggest release in HubSpot history, is revolutionizing the way our contacts, leads, landing pages, blog posts and social media all can work TOGETHER to get us results. And I, for one, am excited to use it!

 

 

Closed Loop Social with HootSuite and HubSpot - Craig Ryomoto @craigryomoto Director, Pro User Growth & revenue HootSuite

Now that we have social media, how do you prove ROI from social media? This is called closing the social loop. Without getting into the details too much, the basics include: 

1. Listen to your customers, competitors, and influencers

2. Engage with your audience in their platform of choice

3. Analyze and understand the results and engineer better outcomes

 

How to create eBooks and Webinars Your Prospects Will Love - Maggie Georgieva, Inbound Marketing Manager, HubSpot

 Maggie is an Inbound Ninja and shared some great tips on creating remarkable content:

 Base your content decisions on DATA

• Look at blog analytics, which posts get the most views?
• Look at page performance, which page is doing the best?
• Landing page analytics, which people are visiting the page and thought it was compelling enough to fill out the form
• Email marketing analytics, look at the names that resonate with people
• Look at which format gets you the most return, if it is eBooks do a ton more!
• What if you don't have much data? Check other sources of data (Google news and enter an industry keyword, see what's recent and newsworthy and being published)

When to publish? The more social media updates, landing pages, web pages etc… the more leads you get

• 31-40 landing pages gets you 7x more than 5-6 pages --> PUBLISH MORE
• Prefect is the enemy of good, Voltaire… just get good content and stop trying to make it perfect--> PUBLISH OFTEN

 

Publish more and often:

• Repackage the content: Expand a blog and make it longer, reduce an eBook to a blog. Repurposing the content to publish it more.
• Combine 20 how-to blog posts into an eBook or guide
• Curated Content- re-packaging content! Go to LinkedIn and find a conversation or ask people what they think about a specific topic and gather the quotes and information etc.
  
  • 101 awesome marketing quotes, 54 pearls of marketing wisdom, learning LinkedIn from the experts (use numbers and images)

Ask yourself:

• Is your offer compelling enough?
• Did you target the right audience, did you send it to the right people?
• Are you not sending enough traffic to it?
• Key steps for suceeeding with marketing offers
• Don't optimize before you build strong foundations. Use real data to drive your content strategy. Publish often & iterate later do more of what's working

 

There were three other great discussions today that covered Increasing Facebook ROI, Introverts in Marketing, and an amazing guide to Making Content Work for You in A Sales Pitch! Stay tuned tomorrow for more marketing magic from #Inbound12!

Posted by Leah Raras on August 29, 2012 at 7:33 PM