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The various advertising channels offered by the Internet make generating demand one of the great challenges of online commerce. Therefore, as entrepreneurs, we need to think of other strategies. And that's what we talked about in the Masterclass: Hubspot CMS to optimize your content strategy, together with Carlos Valderrama, Senior Account Executive at HubSpot.
In this article we share a little of stockholder database package what this session was like, in which we talked about content and how to use a CMS to maximize its management, so that companies can get more out of it by relying on technology and, specifically, on platforms such as HubSpot CRM .
HubSpot CMS: Model for generating demand with content
Typically, companies tend to look for a growth curve where revenues increase and, to this end, invest resources to attract demand. What generally happens with this traditional model is that the efforts made to increase revenue do not scale in the same way, becoming a model that is neither scalable nor sustainable over time.
And it stands to reason that if we only focus on investing to acquire more and more customers, we will need more and more resources to attract new customers in an increasing way. If money is only used for an advertising strategy that generates demand, the risk is that, when the resources run out, we will cease to exist for others.
Another problem with this model is the dependence on algorithms like those of Facebook, LinkedIn, Google, etc. to attract prospects. And that's without taking into account the enormous competition between companies that advertise for the same segment. All of these factors only increase the cost of acquisition.
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If we know that it is increasingly more expensive to attract new prospects, success will lie in retaining those who are already clients. The longer they stay with us, the more income will be generated. Therefore, what we must do is find a balance between both indicators so that the economic unit of our company is more efficient.
We are not saying that paid advertising is bad, what we are saying is that it cannot be the only model to attract demand. Carlos Valderrama
And this is where the importance of a content marketing strategy arises. It will allow us to move from a growth model based on liabilities to a growth model based on marketing assets. These will generate a cumulative return over time , so that what we do today will continue to yield results in the future.
However, the idea is not to just create content, but rather for this strategy to be a way to complement the different efforts, to diversify our channels and our sources of demand generation to make the business more scalable and sustainable in the long term.
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Where are the opportunities?
Many marketers think that content is only useful for attracting traffic. However, it is important to mention that good content designed around the problems that buyers and customers may have can serve the 3 stages of a business cycle: attract, engage and delight.
A business needs to attract traffic and interact with the prospects that come in through the different channels that are implemented. To do this, what we need is content to interact with them and that serves not only to convert them into customers, but also to retain them.
That is why we consider that the winning strategy is:
Generate traffic by answering the questions our buyers ask.
Intentional education that qualifies and nourishes our database.
Continue delivering value , but re-monetize the same customer with repeat purchases.
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HubSpot CMS: How to maximize content management?
Now, let's get down to business by solving the following challenges:
Challenge 1: How to increase efficiency in the creation, management and delivery of content on one or more digital channels?
When it comes to being efficient with content, it is necessary to think of a system that facilitates its management, publication and distribution. And that is why Content Management Systems (CMS) were created.
HubSpot's CMS is a user-friendly, flexible, and easy-to-use tool that allows you to manage everything related to content, from website pages, landing pages, blogs, and more. In addition, its platform allows for a quick analysis of what is published, what is in draft, what is scheduled to be published, among other functions.
Challenge 2: How to optimize content to be relevant in search engines?
Search engines are one of the most efficient channels for generating demand. Hubspot CMS allows us to rely on already integrated tools that provide SEO and positioning recommendations that we must take into account to optimize the content.
This way, we can see in more detail what actions and pages we should develop, what topic clusters we should create, use indexing suggestions, meta descriptions, etc.
It is worth mentioning that this CMS takes into account the new Google algorithms. This is vital, since it must be taken into account that to position yourself on a specific topic it is not enough to develop an article around a keyword ; nowadays the key is to develop a web of topics around a central axis.
Challenge 3: How to make your content convert?
If we want our content to start generating conversions, we need to design conversion paths. The starting point here is to associate each piece of content with a stage in the purchasing process and place a contextual call to action with the moment the user is in.
The idea is that this leads the user to perform an action (download content, request information about a service, attend a webinar, register for an event, etc.). The important thing is that each piece of content we create has that call to action, so that we convert that visit into a contact in our database.
HubSpot makes it easy to create calls to action and start managing them on the same platform so you can easily use them across different pieces of content. It also allows you to measure their effectiveness and even compare the conversion rates of each one to identify which ones show the best results.
Challenge 4: How to automate content delivery on social networks?
The idea here is to get the maximum return on content. On the one hand, we are generating organic traffic attraction through the different positioning channels, but we can also start thinking about how to distribute and how to amplify the reach of our content.
A specific channel that is very important for the distribution and amplification of reach is social media. HubSpot aligns with this specific need by automating publications on channels such as Facebook, Instagram, Twitter, LinkedIn, in addition to monitoring them and generating reports on the performance of said content.
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It is very important to have not only a production strategy, but also a clear distribution strategy for our content, and the key here is to understand that all channels are different. What we have to do is adapt our content to each of these social networks.
Once this is resolved, the tool makes it easier for us to schedule and distribute each of the pieces, as well as the option of generating alerts to know who is consuming or responding to the content.
We can also take advantage of the tools that HubSpot has to amplify our content using ads. So, if we see content that is organically generating great results, we can amplify the reach of that content with some budget to attract more demand, more prospects, and more qualified leads.
Challenge 5: How can I leverage content to educate and qualify my installed base of prospects?
If we're already creating content, why not use it to intentionally educate our installed database? What we should be looking to do is start using that context and information obtained through HubSpot's tools and technology to deliver the right message to the right person through the right channel.
A Lead Nurturing strategy with HubSpot Email Marketing will help us move people from stage to stage in the funnel to be able to advance in that process. For example, if a person consumed a piece of content, we could define the best next resource that we can share with them to build a journey that encourages the person to continue educating themselves.
Challenge 6: How to customize content for different audiences?
Personalization is very important in the strategy, because it is where we are going to generate a differential impact. Technology helps us in this specifically by allowing us to deliver the right message to the right HubSpot person through the different content we generate.
Something that can generate a lot of value is making content smart. This means that, for example, based on specific information (such as the country where the user comes from or the type of device they use, etc.), we can personalize their experience.
Just like Netflix has an algorithm that makes each person see something different on its home platform, HubSpot lists allow you to deliver a much more personalized value offer based on the characteristics of the prospect. A website without personalization has a limiting conversion rate, but a website with personalization can double or even triple its conversion rate.
