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HubSpot Acadamy (Attract (Content (Defined (Purpose (Offer (Gated by a…
HubSpot Acadamy
Attract
Optimization
Used for attraction
SEO
Keeping content relevant
SEO strategy
Keyword Research
Buyer persona
Categorise
Awareness
Consideration
Decision
Search for alternatives
Which keywords are users using right now?
Narrow down list
Long tail keyword
Takes time to build trust
Content
Create content with a purpose
Without content the internet wouldn't exist
Grab attention
Documented content strategy
The strategy
Plan
Create
Distribute
Analyze
Repeat
Series of processes to follow
Be consistent
It takes time. But it's leverage
Defined
Purpose
Offer
Gated by a landing page or behind a form
Blog post or web content
Open access to anyone
Format
Topic
Impact of social media
2 billion active users
9/10 active business pressence on social
Spread the word
Why Inbound?
Traditional
Cold calling
Cold Email
Ads
Marketer centric
Inbound
SEO
Blogging
Attraction
Customer Centric
About bringing value
Problem solving
How?
Attract
Blog
When creating content, keep it educational
Keywords
Social Publishing
Convert
Forms
CTA
Landing Page
Close
CRM
Email
Workflow
Delight
Surveys
Smart content
Social Monitoring
Analysis
Should be inherit in everything
Fundamentals of Inbound
Buyer personas
Ideal Customer
Based on real data
How?
Trends
Stories
Persona profile stories
How do we solve their problem?
Research
Interviewing current customers
Look for trends
Real data
Role
Goals
Challenges
Preferences
Buyers journey
Where are they in the journey?
Awareness
Consideration
Decision
Create remarkable content
Leverage your content
Inbound marketing = Content + Context