Download Your biggest marketing opportunity is creating COMPELLING

Your biggest
marketing
opportunity is
creating
COMPELLING
MARKETING
CONTENT.
1
What is compelling content?
1
Why should you create compelling content?
2
How to create compelling content
3
2
What is compelling content?
1
Definition:
Now marketers need to produce a constant flow of new content, from
blog posts and social media updates to videos, ebooks, and webinars.
This content serves them in many ways: it improves their search
engine rankings, drives traffic to their websites, and helps to nurture
existing leads. But it can’t be just any content. It has to be relevant,
remarkable content.
Content plays a critical role in every stage of the inbound marketing
process, from generating awareness about your company to helping
convert leads into customers. But the types of content you should use
to achieve each of those goals are often very different from each
other, which means you need to ensure that you’re creating
content for every stage of the buying cycle.
3
What is compelling content?
1
Examples:
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Why should you create compelling content?
2
Your Goal:
In marketing, offers are the gateways to lead generation. Without them, site
visitors have no way of getting converted into leads. They are also a critical
tool for nurturing existing leads to help them become sales-ready. Remember
that compelling content educates your audience on industry-specific topics
and helps you convert them into leads.
The good news is, you have quite a few great options at your disposal in terms
of the types of offers you can, well, offer your target audience: ebooks
guides, webinars, slideshows, kits, industry case studies, new industry
research, templates, free tools, consultations, etc.
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How to create compelling content
3
Plan:
Like publishers, inbound marketers must
have a detailed picture of their target
audience in order to create optimal
content for them.
Who are your ideal customers and
prospects? What are their biggest
concerns, needs, and interests? Where
can you reach them – on search engines,
social media, or blogs – and what kinds
of content do they prefer? These
questions will help you develop buyer
personas.
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3
How to create compelling content
Plan:
If you use lead management software,
you can easily collect key pieces of
information (lead intelligence) about your
prospects that will help you segment your leads
into nurturing campaigns based on their buyer
persona, their point in the sales process, and what
you can determine their interests are, based on
their activity on your website.
Get a free demo of
HubSpot today.
Sending them offers that appeal to those interests
as well as how close they are to making a
purchasing decision can help you better qualify
your leads before they get handed off to sales.
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Looking
for more
inbound
marketing
content?
Visit HubSpot’s free
marketing resources:
WWW.HUBSPOT.COM/
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