Making "Boring Industry" Content Work for Your Business #INBOUND13
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This document discusses how "boring" content from industries like real estate can still be effective for marketing if done properly. It recommends focusing content on journalism by telling engaging stories, solving customer problems, and building trust. The content should begin by addressing customer questions, tying topics to current events, and finding cross-relevant topics. Companies should measure the effectiveness of their content using tools and metrics, and continually test different approaches. The key is focusing on creating actually helpful content for customers rather than trying to be "sexy" or flashy.
Making "Boring Industry" Content Work for Your Business #INBOUND13
- 1. Making "Boring Industry" Content Work For Your Business “Boring” Content Can Still Kick Ass Dan Moyle | @danmoyle #INBOUND13
- 2. Why me?
- 3. Why me?
- 4. Why me? Our key component in our marketing is education. We’re not looking for “viral” or “sexy.” We educate home buyers in order to develop relationships.
- 5. 1 2 3 4 Why do we think we’re boring? Shift focus: Journalism Where does the content begin? Is it working?
- 6. WHY DO WE THINK WE’RE BORING?
- 7. Why do we think we’re boring?
- 8. Why do we think we’re boring?
- 9. Why do we think we’re boring? Exciting vs helpful Useful vs Sexy You know who cares? Warm leads!
- 10. Why do we think we’re boring? Who cares? Warm leads! A warm lead is a much more cost effective way to market: Inbound costs 61% less per lead than disruptive marketing Source: HubSpot
- 11. Have a personality: Zombie home buyers Beyond the boring
- 12. Screw “sexy.” Be helpful. Beyond the boring
- 15. Shift focus: Journalism • Engaging stories • Solve those problems • Gain trust, gain evangelists
- 16. Use Engaging Stories Source: hubspot.com
- 17. Use Data to Measure & Improve Tell the story of buying a first house: most popular article in views, conversions, links
- 18. Solve Those Problems When I have a problem, I should find you.
- 19. Gain Trust, Evangelists • Using facts and stories rather than flash and flair builds trust. • Trust builds relationships. • Great evangelists come from great relationships.
- 20. Jimmy Olsen WHAT IS A KEYWORD? JOURNALISM: 101 Who | What | Why | When | Where How (Do I solve my problem with your service/product/company?)
- 21. 3 WHERE DOES THE CONTENT BEGIN?
- 22. WHERE DOES THE CONTENT BEGIN? 1 Content begins with the customer – Ask your sales team – Answer all questions
- 23. Where does the content begin? Customer Questions: • How do I …. • How much does … • Why is … • Where do I find … • Why can’t I … • This vs That / This or That • Who do we ask for the answers?
- 24. WHERE DOES THE CONTENT BEGIN? 1 Content begins with the customer – Ask your sales team – Answer all questions 2 Check the headlines – Current events in the world – What’s going on in your client’s lives?
- 25. Where does the content begin? Current events: Tie them to your industry/product or service What’s going on in your client’s life? (Relevancy) What’s going on in your industry?
- 26. Newsjacking helps by maintaining relevancy. Newsjacking helps keep your boring industry interesting. Newsjacking is fun to do as a content creator.
- 27. Evergreen Content Content That Lives On Every question a customer has asked, another one will ask. It’s not boring if it’s helpful. http://upload.wikimedia.org/wikipedia/commons/f/ff/Hawk_Flying_by_Pine_Tree.jpg
- 28. Where does the content begin? 3 Places to “Find” Content 1) Customers & Sales Team 2) Current Events – Google News 3) Cross Relevancy – zombies, Firefly, cool cars, sports
- 29. 4 IS IT WORKING?
- 30. Is it working? Find out what’s working Find out what’s not working Test. Test. Test.
- 31. Tools to Measure Success Tools: Page performance
- 32. Metrics That Matter Tools: email Measure delivers, clicks
- 33. Test. Test. Test. Test everything: CTAs, social media and more
- 34. Final Thoughts Screw sexy. Be helpful. Tell a story. Test. Test. Test.
- 35. THIS IS HOW WE CHANGE THE GAME #INBOUND13 @danmoyle @amerifirst bit.ly/inbound2013DM #INBOUND13
- 36. QUESTIONS?