Blog

Educational content allows you to attract new web traffic, turn web visitors into leads, and/or nurture leads to become customers. Below are our recommended steps for running a content marketing campaign.

Strategy:

1. Determine target persona, e.g. Ivan the IT Exec
2. Determine the buyer stage: top-of-funnel, mid-funnel, bottom-of-the-funnel
3. Select the content offer, e.g. ebook, video, checklist
4. Identify the keywords you will use for SEO and to get attention from the target persona
5. Set a SMART goal for your campaign.

1. Create a thank you page with the content offer
2. Create a landing page with a smart form that links to the thank you page
3. Create a thank-you email
4. Create one or more call-to-action (CTA) buttons with a link to the landing page
5. Embed the CTAs on appropriate web pages
6. Send an email with the CTA to your existing contacts
7. Create a few educational blog posts with the CTA
8. Schedule social media posts promoting the content offer and landing page
9. Schedule social media posts promoting the blog posts
10. Plan for ongoing monitoring

It might sound difficult to set up a thank you page, landing page, CTAs, etc, for every campaign, but this is very easy to do using Hubspot. You don´t need to rely on IT staff or contractors to do it.