INBOUND 2013 presentation by Dan Moyle. Register for INBOUND 2014 at www.inbound.com

1. Making "Boring Industry"
Content Work For Your
Business
“Boring” Content Can Still Kick Ass
Dan Moyle | @danmoyle
#INBOUND13

2. Why me?

3. Why me?

4. Why me?
Our key component in our marketing is
education. We’re not looking for “viral” or
“sexy.” We educate home buyers in order to
develop relationships.

5. 1
2
3
4
Why do we think we’re boring?
Shift focus: Journalism
Where does the content begin?
Is it working?

6. WHY DO WE THINK WE’RE
BORING?

7. Why do we think we’re boring?

8. Why do we think we’re boring?

9. Why do we think we’re boring?
Exciting vs helpful
Useful vs Sexy
You know who cares? Warm leads!

10. Why do we think
we’re boring?
Who cares? Warm leads!
A warm lead is a much more cost effective way to market:
Inbound costs 61% less per lead than disruptive marketing
Source: HubSpot

11. Have a personality: Zombie home buyers
Beyond the boring

12. Screw “sexy.” Be helpful.
Beyond the boring

13. 2
SHIFT FOCUS TO
“JOURNALISM”

14. SHIFT FOCUS: JOURNALISM

15. Shift focus: Journalism
• Engaging stories
• Solve those problems
• Gain trust, gain evangelists

16. Use Engaging Stories
Source: hubspot.com

17. Use Data to Measure & Improve
Tell the story of buying a first house: most popular article in views, conversions, links

18. Solve Those Problems
When I have a
problem, I should
find you.

19. Gain Trust, Evangelists
• Using facts and stories rather than flash
and flair builds trust.
• Trust builds relationships.
• Great evangelists come from great
relationships.

20. Jimmy Olsen
WHAT IS A
KEYWORD?
JOURNALISM: 101
Who | What | Why | When | Where
How (Do I solve my problem with
your service/product/company?)

21. 3
WHERE DOES THE CONTENT
BEGIN?

22. WHERE DOES THE CONTENT BEGIN?
1 Content begins with the customer
– Ask your sales team
– Answer all questions

23. Where does the content begin?
Customer Questions:
• How do I ….
• How much does …
• Why is …
• Where do I find …
• Why can’t I …
• This vs That / This or That
• Who do we ask for the answers?

24. WHERE DOES THE CONTENT BEGIN?
1 Content begins with the customer
– Ask your sales team
– Answer all questions
2 Check the headlines
– Current events in the world
– What’s going on in your client’s lives?

25. Where does the content begin?
Current events: Tie them to your industry/product or service
What’s going on in your client’s life? (Relevancy)
What’s going on in your industry?

26. Newsjacking helps by
maintaining relevancy.
Newsjacking helps keep your
boring industry interesting.
Newsjacking is fun to do
as a content creator.

27. Evergreen Content
Content That Lives On
Every question a customer
has asked, another one
will ask. It’s not boring if
it’s helpful.
http://upload.wikimedia.org/wikipedia/commons/f/ff/Hawk_Flying_by_Pine_Tree.jpg

28. Where does the content begin?
3 Places to “Find” Content
1) Customers & Sales Team
2) Current Events – Google News
3) Cross Relevancy – zombies, Firefly, cool cars, sports

29. 4
IS IT WORKING?

30. Is it working?
Find out what’s working
Find out what’s not working
Test. Test. Test.

31. Tools to Measure Success
Tools: Page performance

32. Metrics That Matter
Tools: email
Measure delivers, clicks

33. Test. Test. Test.
Test everything: CTAs, social media and more

34. Final Thoughts
Screw sexy. Be helpful.
Tell a story.
Test. Test. Test.

35. THIS IS HOW WE
CHANGE THE
GAME
#INBOUND13
@danmoyle
@amerifirst
bit.ly/inbound2013DM
#INBOUND13

36. QUESTIONS?