Top 5 Content Marketing Trends - ad:tech Australia

@ryanbonnici | #adtechANZ | @hubspot
TOP 5
CONTENT 
MARKETING 
TRENDS
From:

I’m @ryanbonnici
This is #adtechANZ
Hi!

My mission:
Help you increase 
your probability of 
breakthrough content 
marketing success.

VS
OUTBOUND 
MARKETING
INBOUND 
MARKETING

THEN
• Advertisers had all the control.
• Consumers were bombarded 
with ads & pamphlets trying 
to sell them many products.
• While they didn’t like this, 
it was all they had.

NOW
• The buyer is in control 
and has much more power.
• With all the tools at their 
disposal to do their own  
research, they’re able to make 
their own decision on your 
product / service without you.

BROKEN
The old playbook is
are on do  
not call lists
direct mail is 
never opened
unsubscribe 
from email
skip  
TV ads
48%20%91%83%

The biggest problem with
advertising is that it fight’s
for people’s attention by
interrupting them.
-SETH GODIN (1998!)

MASSIVEmarketing budget
Your well heeled competitor has a

BE ABLE TO SIMPLY 
OUTSPEND THEM…
So, while you may not
YOU CAN ALWAYS 
OUTSMART THEM!

ATTRA TING
ATTENTIONis cheaper than renting it

+
All-in-one 
inbound marketing 
and sales software.
We attract 6M+ marketers  
per month through content.
What do all marketers  
really want to know?
HOW GOOD IS  
MY WEBSITE?

Open web app
website.grader.com2.
1.

Take a screenshot
Tweet screenshot + 
hashtag: #adtechANZ
2.
1.

@ryanbonnici | #adtechANZ | @hubspot@ryanbonnici | #adtechANZ | @hubspot

Who had the  
best website?

That was an example of a
FREE TOOL
FOR B2B

Convert leads with
interactive content
Close customers
with automation
Attract visitors with  
blog and website

Convert leads with
interactive content
Close customers
with automation
Attract visitors with  
blog & site content

5 KEY TRENDS
Attraction 
3.0
Personalised 
content
Optimise for 
conversion
Create 
utility
Hack tools 
+ data

Attraction 
3.0
Personalised 
content
Optimise for 
conversion
Create 
utility
Hack tools 
+ data
KEY TREND #1

Who exactly
are you
creating
content for?

Create a 
Buyer Persona
based on your 
IDEAL
CUSTOMER
makemypersona.com

Demographics
• Mid-sized company (25-200 employees)
• Marketing team of 2-5 people
• Undergrad Degree
• 30, Married, 1 Child
Goals
• Support sales with collateral and leads
• Manage company communications
• Build awareness
Challenges
• Too much to do
• Not sure how to get there
• Marketing tool and channel mess
MARKETING 
MARY

YOUR 
BUYER 
PERSONA 
INFORMS 
YOUR 
STRATEGY:
Place Time
Content

YOU DON’T DETERMINE  
WHAT QUALITY CONTENT IS, 
YOUR AUDIENCE DOES.
In other words,

COMPELLING?
What makes your content
UniquenessTimelinessRelevanceValue

How do you decide
what content  
to create?

GOOGLE
TRENDS

GOOGLE
ALERTS

BUZZ 
SUMO

Buyer Persona Lifecycle Stage
CORPORATE 
CATHY
Visitor Prospect Lead MQL Opportunity Customer
MARKETING 
MARY
OWNER 
OLLIE

Personalised 
content
Attraction 
3.0
Optimise for 
conversion
Create 
utility
Hack tools 
+ data
KEY TREND #2

PERSONALISATION
IN THE WORLD OF
EMAIL MARKETING
We’re all familiar with
List Segmentation
Dynamic Subject Line
Dynamic Body Copy
Dynamic CTA

Why? It works!
Click through rates: 14%+
Conversion rates: 10%+

IS EMAIL PERSONALISATION 
THE BEST WE CAN DO?
But it’s 2016.

1 Gather information
across all touch points.

Form data helps us build
personas. It’s the key to
contextual marketing.
But we need to build on
what we know.
Gather explicit data via forms

Demographic Data
First & Last Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location
Such as demographic data

What people do when
they’re on your site, landing
pages, email.
Leverage this to personalise
all aspects of our marketing.
Gather implicit data via behaviour

Behavioural Data
Blog articles read
Forms completed
Content downloaded
Website visits
Emails opened
Social media actions
Videos watched
Such as behavioural data on your site

What they are interested in
Behavioural Data
Blog articles read
Forms completed
Content downloaded
Website visits
Emails opened
Social media actions
Videos watched
Who they are
Demographic Data
Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location
Build a 360° view of every contact

2 Personalise experience
across every interaction.

Persona
Driven
Everything is
persona driven

Personalised
Web Content
Increase CVR
with contextual
information

Personalised
Web Content
CTAs based on
next best offer

Personalised 
Lead Nurturing
Detailed
workflow and
interactions

Personalised 
Landing Pages
Smart content:
name, company,
and much more!

Personalised
Social Media
Monitoring
Streams give
context to
responses

THE PEOPLE WE  
DON’T KNOW YET?
But what about

Optimise for 
conversion
Personalised 
content
Attraction 
3.0
Create 
utility
Hack tools 
+ data
KEY TREND #3

LETS START WITH  
AN EXAMPLE
100,000
Jan 25 Feb 9 Feb 24 Mar 11Jan 9
200,000

LEADS AND CUSTOMERS 
PUT FOOD ON THE TABLE.
Traffic feels good.

Leads
MQLs
Subscribers
HOW 
DO YOU 
CONVERT 
TRAFFIC?
What you want
To establish a relationship 
and open communication.
For blog subscribers you 
want email address and 
first name.

OPT-IN 
BUTTON
• Add a subscribe
form to your blog.

EXIT
POPUP
• Add a subscribe
form to your blog.

Leads
MQLs
Subscribers
HOW 
DO YOU 
CONVERT 
LEADS?
What you want
To get data about the
person to further refine your
communication and begin to
identify if they are a fit.
For leads you may want
company name, job title,
employee size.

Ensure you have a relevant 
CALL-TO-ACTION

Ensure that call-to-action is on a 
RELEVANT LANDING PAGE

Optimise your 
LANDING PAGES

HEADER
• Company logo
• Phone number
• No navigation

TITLE
• Say what it is
• Begin with hook
• Don’t use fluff

SUBTITLE
• Include benefit
• Personalise

COPY
• Avoid long copy
• Use bullet points
• Bold key points

IMAGE
• Always include
an image
• Make it vibrant
• Mobile-optimise

FORM
• Begin with CTA
• Right # of fields
• Actionable button
• Privacy policy
*150% increase  
in lead quality with
form verification.

Leads
MQLs
Subscribers
HOW 
DO YOU 
CONVERT 
MQLS?
What you want
A potential customer to signal
they want to begin a sales
conversation.
Filling out a contact sales
form, demo, or starting a
free trial.

USE EMAIL
• Compelling Subject Line
• Sender Name
• Personalised Copy
• Call-To-Action
• Image
• Unsubscribe Link

Don’t stop at the 
LANDING PAGE

Create a secondary call-to-action on your 
THANK YOU PAGE

REVERSE- 
ENGINEER 
YOUR 
FUNNEL
30% Conversion Rate6,000 - Subscribers
2,400 - Leads
1,800 - MQLs
Visitors: 20,000
40% Subscriber-to-Lead
45% Lead-to-MQL
Customers: 162 15% MQL-to-Customer
162 
CUSTOMERS 
requires 
20,000 
VISITS

Create 
utility
Personalised 
content
Attraction 
3.0
Optimise for 
conversion
Hack tools 
+ data
KEY TREND #4

Create free tools your buyer 
persona will find useful.
THEY ARE
CONTENT 
TOO!

website.grader.com
• Freemium hack
• Instead of giving away a part of 
the solution, give away a tool 
that diagnoses the problem.
• 60K leads from this / year

unsplash.com
• Built by Crew - a website that
connects freelancers with
projects to be done.
• Started as a small side project.
• Today it receives 11 million
unique users per month

OTHER
EXAMPLES
Law - Draft Contract Generator
Housing - Price Approximator
Retail - Try-On Virtual Reality
Banking - Mortgage Calculators

Hack tools 
+ data
Create 
utility
Personalised 
content
Attraction 
3.0
Optimise for 
conversion
KEY TREND #5

Use Snip.ly and steal borrow  
OTHER PEOPLE’S CONTENT

CONTENT THEFT FAQ
• Use BuzzSumo & find great content
• Wrap link in your Snip.ly shortener
• Share the link with your own CTA
• Generate traffic back to your site
• AB test different links and headlines

Schedule social updates 
when your followers are 
THE MOST ACTIVE

Finding email 
addresses has 
never been 
SO EASY

Have news
worthy content?
HEY
PRESS!

1. Attraction 3.0
2. Personalised content
3. Optimise for conversion
4. Create utility
5. Hack tools + data
PULL IT ALL 
TOGETHER

THANKS 
#ADTECHANZ
PS: I really love open 
discussion and debate.
Tweet me @ryanbonnici

Top 5 Content Marketing Trends - ad:tech Australia

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