Content Marketing HubSpot Certification with Complete Solutions

Content Marketing HubSpot Certification with Complete Solutions Content Marketing A strategic marketing and business process focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and ultimately to drive profitable customer action. The art of communicating with your prospects and customers without having to sell to them. 1st Sign of Content Marketing 4200 B.C. Content the message your content marketing strategy delivers Inbound Methodology Attract Convert Close Delight Attract (Inbound Methodology) blog, keywords, social publishing Strangers Visitors Convert (Inbound Methodology) forms, CTA, landing pages Visitors Leads Close (Inbound Methodology) CRM, email, workflows Leads Customers Delight (Inbound Methodology) Surveys, smart content, social monitoring Customers Promoters Similarities between content marketing and inbound marketing Focus on: Empowering potential customers Building a lasting relationship with your audience creating valuable content that both entertains and educates Success relies on BOTH. Diffs between content marketing and inbound marketing inbound should be a superset- inclusive of you content assets but not limited to them. Steps to create a successful content marketing plan The power of story telling Generating content ideas Planning a long term content strategy Building a content creation framework Becoming an effective writer Extending the value of content through repurposing How to effectively promote your content Analyzing and measuring content Developing a growth marketing mentality Create content more easily by identifying your content marketing plan (long term) Business Storytelling creating alignment between your business and your prospects and your customers can be used in any form of media its about standing out, not blending in Business Story differ from regular story Goal of Business Storytelling to make a human connection. its about resonating with people, people that need your help of guidance. Helps create contrast between options. Business Story will help your prospects make sense of decisions they're about to make. Whether deciding on a needed product or service or making a purchase. is why you're doing what you're doing and telling it in a way that appeals to your audience NOT a Business Story not just your history not cliche not what everyone else is saying Emotion gets remembered over logic. stories are how audiences rememeber The Golden Circle begins with starting about why why-innermost circle how- middle circle what- outermost circle Why (golden circle) why are you doing what you're doing? How (golden circle) how will this help your audience? What (golden circle) What are you offering? Why the order of telling the story matters It appeals to different areas of the brain. When you talk about why and how you're communicating with feelings and dealign with human behavior and story telling is all about making that connection. Always express they why to make a connection with customers Foundational Story Telling Elements Characters Conflict Resolution Characters Introduce the people involved- your readers/audience want them to see themselves as characters in your story and will be more likely to experience you g/s the connection between you, the storyteller, and the audience you must value and understand your audience and always be listening and respond to their wants and needs Make sure your focusing on the right characters start with your buyer persona Buyer Persona This semi-fictional representation of your ideal buyer can help guide you to understanding the goals and challenges that your character will face Storytelling points of view first person second person third person no right or wrong option first person when the character is yourself- I builds authority more confessional Use first person when there is a known person- author behind the content second person make it personal- you (your audience) must really understand the buyer persona tell the story in a way that shows empathy (find painpoints/goals) Third Person He said/ She said language case studies about your customers are good examples can be fictional or nonfictional Consistency is key when it comes to content and storytelling. Pick a point of view and stick to it. Conflict is the lesson in how the character transforms through the challenge. The power is in what you are teaching helps make a connection between two entities- you're dealing with people If story lacks conflict you're not telling a story. you're telling a pitch, tagline, unique selling point or pain statement. Conflict should fit your prospects problems your prospects needs your prospects buyer's journey stage if it doesn't fit they won't relate Storytelling and the Buyers Journey Spend the time outlining the problems, solutions, and products or services for the different buyer's journey stages and you'll have a better idea of the conflicts you can use in your content Buyers Journey Awareness Stage Consideration Stage Decision Stage Resolution should wrap up the story but also clearly call your audience to action. it fulfills the purpose behind the story Little Tea pot Example Character: little teapot Conflict: when I get all steamed up I just shout Resolution: tip me over and pour me out Storytelling best practices use content to create emotional appeal be consistent and authentic keep the story clear and concise Using content to create emotional appeal your story needs emotional resonance. emotion is what will give your story power. what's the difference between your story and some else's? Why should your audience care? Be consistent and Authentic not just about what you say- but the entire experience your company has to offer based on your buyer persona needs Keep the story clear and concise cut down a lengthy story even long stories can be whittled down to the most important points Identify Characters in a story look for the point of view Identify Conflict in a story could be in the title, but should be in the beginning "Bad sounding audios can ruin even the best of videos" Why we need Process for generating Content Ideas a process allows you to think of ideas that are not easily apparent. a process allows you to come up with a predictable flow of original content ideas eventually content fatigue will set in and it will be hard to think of ideas without a process 4 Reasons to know how to generate content ideas your days are busy uncover ideas that you may not have come up with on your own you will run out of good ideas grow responsibly and keep up with increased demand Ideation Process Gathering Raw Material Digesting the Material Unconscious Processing Eureka Moment Gathering Raw Material read and consume content from a wide variety of places be curious- consume as much content as possible on the regular it helps to maintain a repository for all those ideas Digesting the Material you're looking for relationships, connections and combinations. The goal is to synthesize those ideas in interesting and compelling ways. Unconscious Processing Stop trying to bring those ideas together and do something entirely different. (ex: go for a run, watch a movie) Eureka Moment an idea will pop into your head- it will come when you are least expecting it Curiosity and the will to act on it is vital to any content marketer- you have to be willing to read and consume content from all places 2 ways to generate content ideas by yourself with a group 4 things to keep in mind when generating content ideas by yourself what are your buyer's personas reading habits? what are your competitors doing? what are people talking about on Quora? what can you learn from your SEO efforts? What are your buyer persons reading habits? put yourself in the shoes of your prospects. empathize with them. find out about their reading habits. make a list of the best outlets. then use the tool Buzzsumo to see which content has the best social media performance. what are your competitors doing? look at your competitors content marketing efforts. look at what is resinating. use Buzzsumo. what are people talking about on Quora? Quora is a popular question and answer site. search key words and it will provide common questions and insight. what can you learn from your SEO efforts? go to: google search console- provides keywords people are typing in 2 ways to leverage google auto complete related searches autocomplete when google suggests words or phrases to complete the question as you type into the search bar related searches appears at the bottom of the search page and gives you suggestions that are similar Things to keep in mind when generating content ideas with others a brainstorm can be an incredibly productive way to generate fresh and creative content ideas- gives different perspectives Best Practices for Brainstorming pick someone to moderate and set a clear agenda create an atmosphere where people feel comfortable leverage "braindumps" use sticky notes, whiteboards, and other visual aids remember the main goal is to generate new and unexpected ideas