[I&D On The Road] INBOUND '19: Day Three Recap

Today we share the last recap of #INBOUND19 from host and Creative Director, Jon Sasala. Follow Jon to the INBOUND show floor, two impactful sessions and a great meeting with a HubSpot team member.

Show Notes

INBOUND Show Floor:

There are a lot of great individuals at INBOUND who attend to promote their companies and products. A standout one was a platform called Voicify.

Voicify enables you to publish content on voice engagement platforms like Amazon Alexa, Google Home, etc. This is extremely interesting for our clients because as marketers it's our core mission to make ensure their content and brand is distributed wherever potential customers are engaged.

Jon's Sessions:

Deep Dive: The Step-by-Step Process to Creating the Ultimate Content Strategy for SEO with Aja Frost (Senior SEO Strategist, HubSpot)

This was a "deep dive" session so rather than the standard 45 minutes, it was an info-packed 2 hour session. More of a top-level beginners guide, Aja shared step-by-steps of creating a content plan, 10x and resource pillar pages, among other content creation standards.

Key Takeaways

There are three different types of content you can produce when it comes to blog posts.

Content that is geared to:
Generate traffic
Creating content that should rank
Communicate opinion
Creating content that people will engage with and share
Generate leads
Creating content that will be helpful and close the loop with your leads

You should have a good mix of all of three in your content plans. 

Magical Content: 7 Secrets to Content That Generates the Greatest Results, ROI, and Lasting Impact with Marcus Sheridan (President/Partner, Marcus Sheridan International/IMPACT)

Marcus addresses his take on why content doesn't generate the expected return on investment (ROI). A typical assumption is that the content is low quality, but he feels the number one reason is lack of buy in from leadership, and a lack of understanding of what subjects to produce content around.

You want to produce content that instills trust and answers the hard questions. It's likely you'll have to talk about pricing and compare your product/service to a competitor. You may even have to direct a reader to a competitor if your product/service is not the right fit.

Marcus is the author of They Ask You Answer (a book that Jon's been geeking over).

In the book Marcus covers the "Big 5," which are the top topics for generating leads:
Cost
Problems
Comparison blogs
Reviews
Best of lists

Key Takeaway

Marcus shared a piece of advice from an IMPACT practice. On a landing pages next to the forms, they included a video “what will happen if I fill out this form?” This sets the expectation for the visitor, and assuages fears that come along with handing over your personal information. 

Meetings:

Meeting with Michael Redbord, HubSpot VP Services & Support

A meeting with HubSpot VP of Services & Support, Michael, about the benefits of the Service Hub. We're trying to equip our clients with the most effective tools, and there were reservations on why to leverage the Service Hub if there are potential workarounds to the features included. He addressed concerns and discussed specific benefits.
NPS emails (as opposed to hand-created NPS emails)
Reoccurring emails that go to select contacts on a set basis with the intention of checking in and gaging satisfaction
Set these up as protocol with new clients to gather intel we wouldn't have otherwise about their weak spots, what content to produce, etc.
Knowledge Base (as opposed to using secondary blog environments) 
Integrates directly with chat functionality and serves relevant articles to users when they ask a question
Knowledge base articles have the thumbs up/down feature which gives you insight into if the article answering the specific query
Has the ability to open a ticket right from the Knowledge Base article
Tickets Pipeline (as opposed to using a pipeline in Sales Hub)
When specific actions are carried out (sending emails to a certain address, filling out a form, getting a Facebook Messenger Message or a chat) tickets can automatically be generated

Connect:
Facebook
Twitter
Instagram
LinkedIn
YouTube
Blog

See omnystudio.com/listener for privacy information.

Today we share the last recap of #INBOUND19 from host and Creative Director, Jon Sasala. Follow Jon to the INBOUND show floor, two impactful sessions and a great meeting with a HubSpot team member.

Show Notes

INBOUND Show Floor:

There are a lot of great individuals at INBOUND who attend to promote their companies and products. A standout one was a platform called Voicify.

Voicify enables you to publish content on voice engagement platforms like Amazon Alexa, Google Home, etc. This is extremely interesting for our clients because as marketers it's our core mission to make ensure their content and brand is distributed wherever potential customers are engaged.

Jon's Sessions:

Deep Dive: The Step-by-Step Process to Creating the Ultimate Content Strategy for SEO with Aja Frost (Senior SEO Strategist, HubSpot)

This was a "deep dive" session so rather than the standard 45 minutes, it was an info-packed 2 hour session. More of a top-level beginners guide, Aja shared step-by-steps of creating a content plan, 10x and resource pillar pages, among other content creation standards.

Key Takeaways

There are three different types of content you can produce when it comes to blog posts.

Content that is geared to:

Generate traffic Creating content that should rank Communicate opinion Creating content that people will engage with and share Generate leads Creating content that will be helpful and close the loop with your leads

You should have a good mix of all of three in your content plans. 

 

Magical Content: 7 Secrets to Content That Generates the Greatest Results, ROI, and Lasting Impact with Marcus Sheridan (President/Partner, Marcus Sheridan International/IMPACT)

Marcus addresses his take on why content doesn't generate the expected return on investment (ROI). A typical assumption is that the content is low quality, but he feels the number one reason is lack of buy in from leadership, and a lack of understanding of what subjects to produce content around.

You want to produce content that instills trust and answers the hard questions. It's likely you'll have to talk about pricing and compare your product/service to a competitor. You may even have to direct a reader to a competitor if your product/service is not the right fit.

Marcus is the author of They Ask You Answer (a book that Jon's been geeking over).

In the book Marcus covers the "Big 5," which are the top topics for generating leads:

Cost Problems Comparison blogs Reviews Best of lists

Key Takeaway

Marcus shared a piece of advice from an IMPACT practice. On a landing pages next to the forms, they included a video “what will happen if I fill out this form?” This sets the expectation for the visitor, and assuages fears that come along with handing over your personal information. 

Meetings:

Meeting with Michael Redbord, HubSpot VP Services & Support

A meeting with HubSpot VP of Services & Support, Michael, about the benefits of the Service Hub. We're trying to equip our clients with the most effective tools, and there were reservations on why to leverage the Service Hub if there are potential workarounds to the features included. He addressed concerns and discussed specific benefits.

NPS emails (as opposed to hand-created NPS emails) Reoccurring emails that go to select contacts on a set basis with the intention of checking in and gaging satisfaction Set these up as protocol with new clients to gather intel we wouldn't have otherwise about their weak spots, what content to produce, etc. Knowledge Base (as opposed to using secondary blog environments)  Integrates directly with chat functionality and serves relevant articles to users when they ask a question Knowledge base articles have the thumbs up/down feature which gives you insight into if the article answering the specific query Has the ability to open a ticket right from the Knowledge Base article Tickets Pipeline (as opposed to using a pipeline in Sales Hub) When specific actions are carried out (sending emails to a certain address, filling out a form, getting a Facebook Messenger Message or a chat) tickets can automatically be generated

Connect:

Facebook Twitter Instagram LinkedIn YouTube Blog

 

See omnystudio.com/listener for privacy information.