Webinar: How To Identify & Create The RIGHT Content For Your Market To Increase ROI

Featuring Aaron Fulkerson, the CEO of MindTouch, andSarah Bedrick, a Customer Edu Leader at Hubspot

An Influencer Webinar

Sarah BedrickCustomer Edu Leader, HubSpot

What Is HubSpot?

HubSpot is inbound marketing and sales software that helps companies attract visitors, convert leads, and close customers.

Meet The Speakers

Aaron FulkersonCEO, MindTouch

What Is MindTouch?

MindTouch is a cloud-based software that helps companies take the product content they already produce & turn it into a customer engagement channel that educates buyers and creates product experts to grow revenue.

“Inbound” = Creating A Company (And Content) That People Love

Content Creation at

Traditional Value-Driven

✓Focus: How to bring people into the business?

✓Focus: How to ensure customers are successful (and finding value) with the product?

Content Types: It’s About Lowering The Waterline To Expose More (Goal-Driven) Content

Technical sales and marketing materials Product guides

User manuals Getting started

Training materials Best practices and tutorials Knowledge bases and FAQs

In-product help and walk-throughs Release notes and specifications

Product announcements Product videos

Workflows and technical use cases Implementation documentation

Partner information Feature documentation

MARKETING

THE MOST EN G A G I N G CON TEN T PRE /POST SA LE I S BELOW THE SURFA CE

Technical sales and marketing materials Product guides

User manuals Getting started

Training materials Best practices and tutorials Knowledge bases and FAQs

In-product help and walk-throughs Release notes and specifications

Product announcements Product videos

Workflows and technical use cases Implementation documentation

Partner information Feature documentation

I N C R E A S E R E V E N U E B Y U T I L I Z I N G Y O U R H I G H E S T VA L U E C O N T E N T

MARKETING

Content Creation Strategy

• Identify Your Goal:

• What Are You Trying To Achieve?

• Where Can You Make The Biggest Impact In Your Funnel?

• Attracting Strangers To Your Site? • Converting Visitors Into Leads? • Closing Those Leads Into Customers? • Delighting Customers Into Promoters?

Is Your Content Successful?

• NPS: Would You Recommend This Piece Of Content To A Friend Or Co-Worker?

• Jobs To Be Done: Did The Piece Of Content Help You Accomplish The Job / Project That You Needed?

After a customer or prospect reads a piece of content (or download a particular resource), ask them:

SMART CONTENT I S AVA I LABLE THROUGHOUT THE ENT IRE CUSTOMER JOURNEY

IN PRODUCT/ CONTEXTUAL HELP

SUPPORT CHANNELS BUYER & CUSTOMER INTELLIGENCE

GOOGLE SEARCH/SEO SALES/CRM

M A R K E T I N G S A L E S S U C C E S S / S U P P O R T

COMMERCE

Tips & Action Items

Create A Listening Tour

• Make informed decisions by listening to other people. Particularly their pain points, problems, goals, etc

• Then focus on understanding & integrating into their processes

THANKS FOR ATTENDING!