You have chosen HubSpot and probably even have the annual subscription, but something isn’t quite right. You have done your fair share of research on content marketing, nonetheless, everything seems to be failing you.
Don't panic, we know this issue very well, and you're not the only one struggling with it.
Usually, when thinking of automation, you might imagine setting a task on autopilot and completely freeing your hands and mind from further effort. But you can do that only if you have a strong marketing team that can deliver the actual workload and quality. If you become careless with content, it may just take you off a cliff.
So, to help you out with your inbound strategy, here's what you should publish to fuel your HubSpot machine.
1. Educational over Promotional
It’s really hard for marketers to resist the temptation of shouting “Mine! Mine is the best!” Well, it is possible that your product is, indeed, the best, but when it comes to content, this type of messaging is a complete TURN OFF.
“Value” is not just a buzzword, it’s what drives a fruitful content marketing strategy; a piece of text that doesn’t help your customer with their problem is wasted text. This is why adding value to your content was the first thing you should have done.
Some of you may be afraid that giving out too much valuable information will cost you potential customers. If you still think this way, you’ve clearly not caught up with the New Buyer Mentality yet, so let us explain more. The 21st-century buyer doesn’t start their buyer’s journey by searching for a brand. They start with their problem, trying to self-educate on the issue and possible solutions before they ever contact you.
Touching base with these users in this early stage of the buyer’s journey is called the Zero Moment of Truth, and it’s essential to the modern gold standard of content marketing. So by publishing some of your knowledge online, for free, for everyone to steal, you are giving them a taste of the pie that is your quality, product, or service, rather than showing them a pretty picture of the pie.
Get the difference?
2. Evergreen over Trends
Start differentiating 2 types of content - evergreen and trending.
Evergreen content is information that never gets old. Tips, guides, instructions, reviews, videos and articles you learn from are all evergreen. They don't lose their value with time, which means they're a much better investment for businesses and companies.
Trending content, on the contrary, is only relevant for a while. News, gossip, predictions, viral campaigns are some of the ways you can get your content trending. Now, as a business, which one do you think will earn you more leads and customers in the long run?
It’s evergreen content. Period.
Here’s the thing: quality evergreen content takes time and planning to develop. This is why it needs to support a bigger picture, an entire content marketing strategy. Think about this, how much of the content you've already written will still be helpful in a month? If your articles were only helpful that week, this may be the reason why you didn't get good leads from HubSpot.
3. Topics over Keywords
HubSpot announced its shift to topics from keywords during the latest INBOUND16 conference. Since Google has introduced numerous updates to its algorithms, this makes sense now more than ever.
Stop worrying about specific keywords and phrases—you can no longer manipulate them artificially. So instead of building useless content for the sake of a keyword, it’s smarter to spend the same effort and time to define the topics your brand needs to dominate online, and then craft all your content around that goal.
HubSpot already promised us a few new upgrades that will make this task easier, so hang in there!
All That Content is Not for Storage—Start Using It
If you’ve been publishing the greatest articles out there, hitting all the notes that great content can have, and yet you are still failing, it probably means that you’re not leveraging that content in the right direction, i.e. the one that earns you new business. Position your content according to your sales funnels to maintain a conversion process from start to finish, and you should be able to notice a positive change pretty soon.
If you’d like to learn more about the Zero Moment of Truth and how to write content for it, download our free ebook below.