Planning a Content Offer like a Pro

 Introducing  HubSpot  Projects  

 Content  Offer  Campaign  

 Let’s  learn  from  each  other  -­‐  what’s  

worked  best  on  campaigns  we’ve  

done?

Overview

Creating a Content Offer Campaign

 Select  the  piece  of  content  

 Create  a  new  Campaign  in  HubSpot  

 IdenCfy  Keywords  to  Target  

 Create/Select  a  Form

Content  Offer  Campaign  

 Create/Select  a  Landing  Page  

 Create/Select  a  Thank  You  Page  

 Create  a  Call-­‐to-­‐AcCon  

 Create/Select  a  list  of  contacts

Content  Offer  Campaign  

 Create  an  Email  

 Write  Blog  Posts  

 Schedule  your  Social  Media  Posts  

 Your  campaign  is  launched!

Content  Offer  Campaign  

 grab  4-­‐6  people  around  you  

 introduce  yourself  (name,  company,  

favorite  type  of  taco)  

 briefly  describe  a  content  offer  

you’ve  done  recently  to  the  group

Let’s  get  into  groups

 This  is  the  hard  part!  

 Which  persona  are  you  targeCng?  

 When  in  the  process  are  you  talking  to  them?  

 Why  should  they  care?

CreaCng  a  content  offer  concept

Discussion 1What types of content offers have worked successfully for

your business?

Do you have an example of a middle of the funnel or bottom of

the funnel offer that you can share with the group?

Bottom of the Funnel Example

Planning  out  the  assets

 It  helps  to  have  a  process  to  plan  everything  

out  first  

 Wouldn’t  it  be  great  to  have  a  worksheet  with  

that?

YES  IT  WOULD

Discussion 2Questions:

How does this content offer help your target persona?

(Optional) What is the first question a sales person can ask when calling a lead that

downloaded the content offer?

Pulling  it  all  together  We’ve  decided  on  a  content  offer  

 We’ve  planned  out  the  assets  

 What  are  some  of  the  Cps  &  tricks  

that  you’ve  learned  from  doing  this  

before?

Discussion 3What are some best

practices for conversion elements that you have

used?

Content Offer Project

Step 1: Select the piece of content

Step 2: Create a new campaign in HubSpot

Step 3: Identify keywords

Step 4: Create or select a form

Step 5: Create a landing page

Step 6: Create a thank you page

Step 7: Create a call-to-action

Step 8: Create or select a list of contacts

Step 9: Create an email

Step 10: Write blog posts

Step 11: Schedule your social media posts

Step 12: Launch your campaign

Step 0: Sketch a campaign workflow of user experience 

Recycle existing form. Eg., TOFO form

Create Thank You page before Landing PageConsider secondary CTA/form (“want fries with that?”)Create graphic CTAS buttons for tweets, blog etcUngate Landing Page for existing MQLs

Need auto-response email w/ link, and a offer email to selected list

Separate posts for blog and for offer

Doug’s tips:

[Austin HUG Meeting. 8/27/15]

This project will walk through the necessary steps to build and launch a content offer campaign.

Completing these steps will allow you to: • Build out a conversion process. • Promote your content offer. • Generate qualified visitors and leads. Step 0: Sketch a campaign workflow of user experience 

Step 1: Select the piece of content

Step 2: Create a new campaign in HubSpot

Step 3: Identify keywords to use throughout the campaign

Step 4: Create or select a form • Recycle existing form. Eg., TOFO form Step 5: Create a landing page • easier to create thank you page before landing page Step 6: Create a thank you page • Consider secondary CTAS fries-with-that? form Step 6a: Create thank you email

Step 7: Create a call-to-action • Create graphic CTAS buttons for tweets, blog etc Step 8: Create or select a list of contacts • Ungate for tofu leads? Step 9: Create an email

Step 10: Write blog posts

Step 11: Schedule your related social media posts • Posts for blog and offer Step 12: Launch your campaign

Thanks for coming!

Question & Answer time