Post on 09-May-2015
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How to Use Creative Content to Rock Inbound Marketing
TwitterQueens: June 27, 2009
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Nice to Meet You
Rebecca CorlissTwitter: @repcor
Inbound Marketer, HubSpot
I live in Boston I sing in an a cappella group I like to wear bright colors
@biz, Co-founder of Twitter & @repcor
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FunnyStory
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Poll
What is Outbound Marketing?
Outbound Marketing is Broken
800-555-1234AnnoyingSalesperson
New Tools
Blog SEO Social Media
Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee
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Creativity
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New Inbound Gives Leverage
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Goal of Inbound Marketing
Help your best leads and customers
find you *on their own* when they need you.
Inbound Marketing Process
Convert
Get Found
I. Get Found• Create• Optimize• Promote
II. Convert• Test• Target• Nurture
III. Analyze
Inbound Marketing Process
Convert
Get Found
I. Get Found• Create Creative Content• Optimize• Promote
II. Convert• Test• Target• Nurture
III. Analyze
What is Content?
Flickr: Annie Mole
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What is Creative Content?
Anything That Not
Everyone Can Do
In a word: Remarkable
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What Does Remarkable Mean?
People remark and share content in
order to pass along the same value
they originally received
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How Does This Help Business?
Flickr Credit: http://www.flickr.com/photos/inkyfingerz/454976773
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Brands Your Company
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Helps Teach New Thinking
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Drives Traffic
http://blog.hubspot.com/blog/tabid/6307/bid/4494/Social-Media-Marketing-Madness-cartoon.aspx
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Builds Inbound Links (Link Bait)
http://blog.hubspot.com/blog/tabid/6307/bid/4631/Bio-Characteristics-of-Twitter-Power-Users.aspx
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How Can I Be Remarkable?
Tip #1:
Who are your diamonds in the rough?
Tip #2:
Take risks. Really.
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What Should I Make?
• Poems• Music Videos• How-to Guides• Videos• Humorous Skits• Cartoons• Drawings• Animations
• Screen Casts• Photos• Data Graphs• Research Studies• eBooks• Tools
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How Do You Launch Your Content?
Flickr Credit: http://www.flickr.com/photos/lims_sandiego/1767690770
Sharing is Caring
You Should Be Everywhere
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My Personal Case Study
You Oughta Know
Inbound Marketinghttp://blog.hubspot.com/blog/tabid/6307/bid/4437/You-Oughta-Know-Inbound
Marketing.aspx
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Goals of the Video
1) Teach inbound marketing
2) Build more links into website
3) Drive traffic to HubSpot
4) Increase company organic search traffic through the term "inbound marketing.”
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How Did It Go?
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Results I
• 40,000 views in seven days(40,000 inbound marketing lessons)
• “Inbound marketing” search traffic increased by 100%
(More opportunities to be found for a term we already rank for)
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Results II
• 8 thousand blog post views(New visitors are new potential customers)
• Over 50 different blogs wrote about the video(Inbound links help overall search rankings)
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Unexpected Results
The video built company morale and
helped sales reps sell.
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Total Costs
Time
How Do I Know It’s Working?
Flickr: noblelgnnoble
Subscribers & Visitors
Blog Article Performance
SEO Rankings
Conversion: Traffic, Leads & Customers
Visitors Leads Customers
Blog 5,289 754 12
Twitter 834 72 3
YouTube 511 28 1
Website Visitors from Blog
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Questions?
Rebecca CorlissTwitter: http://twitter.com/repcor
Blog: www.rebeccacorliss.com
HubSpot
Website: www.HubSpot.com
Blog: http://blog.hubspot.com
Inbound Marketing
Website: www.inboundmarketing.com
Thank You! How to Use Creative Content to Rock Inbound Marketing
Slides: www.slideshare.net/HubSpot