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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Creates Buzz

http://linklove.hubspot.com Hashtag: #LinkLove

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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