Getting started with HubSpot and with the process of creating content for your inbound campaigns may seem overwhelming. Mapping your content and putting it all together into a campaign is probably the difficult part. But once, everything is organized, you can leverage the power of HubSpot for the success of your inbound campaigns.
So you need an approach to strategically organize the content that you need to build, put down the inbound strategy and conceptualize it all together with respect to the three stages of the buyer's journey: awareness, consideration, and decision.
Here’s how you can document and organize the components of an inbound campaign with HubSpot. Make a document with the points given below to stay organized:
1. Trigger Events
A trigger event is a sort of event or challenge that a buyer might experience. You need to list all the trigger events as they are important for you to decide what content will help them proceed further in the buyer’s journey. These events will help identify exactly when and why a prospect will search for particular information, and hence what content you should create and when.
Next up, after you know your persona’s trigger points, you can start with the process of choosing your campaign keywords and phrases that your prospects use to search for related content on the web for the trigger events. Put them down in the campaign document, this will help you to build the right content, rank well for those terms on the search engine and be found by your prospects.
3. Blog Topics and Titles
Selecting appropriate blog topics is the most challenging part of an inbound campaign. Some make a mistake here by choosing blog titles and offers first. This way, you can only think of some titles and might miss out on the others. So what you need to do is – first choose the topics and then all the titles that come under the topic. Now you won’t miss out on any important topics, plus this will give your campaign more of a purpose.
While starting to write the blog post though, don’t think much about the title, you may end up wasting your time. First start writing the blog, and when it’s done, you can find the right and the most appropriate title for the blog. A right title can attract a prospect, while a wrong one can repel them forever.
Including offers in your campaign document will remind you of all the content pieces that are yet to be created other than your blog posts. And it’ll help you keep track of all the CTAs that are linked to the blog posts, landing pages or website pages.
Moreover, to stay organized you need to also follow a proper nomenclature for all your documents that are part of the campaign and create folders for each campaign. This will help you locate where each part of the campaign exists and why. The landing page copy, blog post copies, CTA images, blog post images, and every other thing related to that campaign will be easily found whenever you’ll need it.
This is how you’ll start seeing your inbound campaign come together. Need help getting your HubSpot organized further? Connect with the inbound experts at Prodigitas!
Prodigitas enables modern marketers and business leaders with world-class & enterprise grade marketing software and on-demand technical services to launch, manage and measure their digital marketing engagements.