Collaborative content
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The document discusses collaborative content strategies that can elevate marketing ROI. It introduces three tactics: spotlight content, which features customer stories; co-marketing, where brands create content for each other's audiences; and topic clusters, building expertise across core topic areas. Spotlight content leverages others' social reach and recommendations, while co-marketing taps into adjacent brand audiences. Topic clusters help position as a subject matter expert and drive traffic. Implementing these tactics can help marketers scale content production and stand out from competitors in a crowded content marketing landscape.
![Spotlight Content: How to Apply
1. Give it a name
● [topic/brand/series]
2. Decide on the people
Shortlist 20 people that have...
● A common similarity (your persona / your persona admires)
● Strong reach on the social channels that matter
● Bonus: Strong influencer/leadership
3. Map out implementation
● Distribution + Tracking URLs
● Length + Frequency
● Hubspot CTAs](https://image.slidesharecdn.com/collaborativecontent-170518120127/85/Collaborative-content-35-320.jpg)
Collaborative content
- 1. Collaborative Content: How Collaborative Content can elevate your Marketing ROI Kareem Mostafa Partner Marketing Consultant @ Hubspot
- 2. The Plan ○ A Post-Inbound World ○ Collaborative Content ○ 3 Tactics ○ Gift from Dublin! ○ Q&A
- 5. What do we do when everyone else is also doing content? “
- 7. Generating Traffic and Leads
- 8. A Question: What are the elements of good content?
- 9. Challenge: It is difficult to create good content
- 10. Why? 1. Resources 2. Original Ideas 3. High competition Challenge: It is difficult to create good content
- 11. Besides, How will we stand out? ● 60% of marketers say blog content creation is their top inbound marketing priority (Hubspot, 2016) ● 67% more leads generated by B2B marketers that use blogs vs those who do not (Hubspot, 2015) ● 97%more likely to get link backs vs those who don’t blog (Hubspot, 2015)
- 12. How Will You Stand Out? ● 60% of marketers say blog content creation is their top inbound marketing priority (Hubspot, 2016) ● 67% more leads generated by B2B marketers that use blogs than those who do not (Hubspot, 2015) ● 97%more likely to get link backs (Hubspot, 2015)
- 13. How Will You Stand Out? ● 60% of marketers say blog content creation is their top inbound marketing priority (Hubspot, 2016) ● 67% more leads generated by B2B marketers that use blogs than those who do not (Hubspot, 2015) ● 97%more likely to get link backs (Hubspot, 2015)
- 14. It’s no secret: So....how do we compete now? Inbound Content works!
- 15. The Opportunity
- 16. “The reality is that customers don’t solely make their decisions based on company-crafted videos, ebooks and infographics Jay Baer
- 17. “Before parting with their money, customers want to hear the story from someone other than the marketing department Jay Baer
- 19. Benefits:
- 20. 1. Grow your Distribution: Give your content the distribution that it deserves by joining forces with other brands/individuals. Benefits:
- 21. 1. Grow your Distribution: Give your content the distribution that it deserves by joining forces with other brands/individuals. 2. Crowdsource content ideas: Design content with others that is engineered for WOM and more virality Benefits:
- 22. 1. Grow your Distribution: Give your content the distribution that it deserves by joining forces with other brands/individuals. 2. Crowdsource content ideas: Design content with others that is engineered for WOM and more virality 3. Scale Robustly: Ship more content without compromising on quality Benefits:
- 23. 3 TACTICS
- 26. 1. SPOTlight Content showcase someone else’s story
- 29. Spotlight Content: Definition ○ Feature your target customer in a way that makes them want to tell a friend ○ Interview, Spotlight series
- 30. Spotlight Content: Definition ○ Feature your target customer in a way that makes them want to tell a friend ○ Interview, Spotlight series ○ Every post has 2 CTAs at the end: ● Share your story ● Become like them ○ Track through your Hubspot portal
- 31. Spotlight Content: Benefits ○ Leverage their social reach ○ Receive their personal recommendation ○ Position yourself as an SME ○ Save time while creating high value content
- 35. Spotlight Content: How to Apply 1. Give it a name ● [topic/brand/series] 2. Decide on the people Shortlist 20 people that have... ● A common similarity (your persona / your persona admires) ● Strong reach on the social channels that matter ● Bonus: Strong influencer/leadership 3. Map out implementation ● Distribution + Tracking URLs ● Length + Frequency ● Hubspot CTAs
- 38. Co-Marketing: Definition ○ Create content for someone else in exchange for their audience ○ Give them an opportunity to add value to their own audience minus the effort ○ Hosted on your own Hubspot landing page
- 39. Co-Marketing: Benefits ○ Tap into a large existing audience of an adjacent brand ○ Compound both of your social media reach to generate more distribution ○ Associate with their existing brand values and image
- 44. Co-Marketing: How to Apply 1. Identify suitable partner ● Aligned with your brand ● Large audience ● Influential 2. Nurture relationship and reach out ● Engage with the brands on social ● Engage offline with key contacts (events) ● Connect on LinkedIn and discuss 3. Brainstorm ● Set the goal for your joined audience ● Set expectations ● Decide content offer would be relevant to you both 4. Execute & Report
- 46. Including a disclaimer is a legal necessity. You can add it as a HTML module on your LP.
- 47. Even I co-marketed the Co-Marketing section (!)
- 49. 3. Topic Clusters foster a sense of community and expertise
- 50. Topic Clusters: Definition ○ Creating an efficient architecture across a range of core topic areas.
- 51. Topic Clusters: Definition ○ Creating an efficient architecture across a range of core topic areas.
- 52. Topic Clusters: Definition (example)
- 54. Topic Clusters: Benefits ○ Position yourself as a SME ○ Drive more traffic and increase SERPs and authority ○ Reach out to experts to help write your cluster content
- 56. Topic Clusters: How to Apply 1. Map out 5-10 of the core problems that your buyer persona has (use surveys, run interviews, and do some secondary research within online communities). 2. Group each of the problems into broad topic areas.
- 57. Topic Clusters: How to Apply 1. Map out 5-10 of the core problems that your buyer persona has (use surveys, run interviews, and do some secondary research within online communities). 2. Group each of the problems into broad topic areas. 3. Build out each of the core topics with subtopics using keyword research. 4. Draw out content ideas and influencers that can write them that align with each of the core topics and corresponding subtopics. 5. Create, measure, and refine.
- 58. Topic Clusters: Content Strategy Tool
- 59. Spotlight Content Co-Marketing Topic Clusters Want to talk Collaborative Content? Feel free to reach out to me on Linkedin here