Mastering an Inbound Content Strategy for the Buyer's Journey
Speaker: Megan Conley, Content Marketing Strategist for HubSpot
Inbound is about creating marketing that people actually love. Yet, too often marketers begin writing without properly evaluating their target customer, brand story, and competitors. In this talk, she will cover how to build a content strategy around your buyer personas and reshape the way you decide what content to create. Megan will explain and share the following for you to apply to or enhance your current marketing activities:
- Content marketing is vital for a healthy marketing funnel, but without a defined strategy, your content may fall flat
- To build a content strategy from the ground up, you'll need to evaluate your company, customers, and competitors
- Content exists to build trust with your brand, and should be what drives your prospects from one stage of the buyer's journey to the next
- A content mission statement should be the culmination of your content strategy research, and will ultimately be the litmus test of what content you do and do not create
Megan Conley is a Content Marketing Strategist for HubSpot where she coordinates and produces multimedia content campaigns to drive traffic and leads. To learn more about her and connect, visit her on Twitter and LinkedIn.
BONUS! Tulsa’s HubSpot User Group (HUG) will have a follow-up, more in-depth conversation on Friday November 18, 2016 from 3-5 pm, that builds upon Megan’s talk from Thursday. Interested in attending both? For more information and registration visit tulsa.hubspotusergroups.com.