How to Develop a Content marketing Strategy in 2019?



Kieran Flanagan, VP of Marketing at Hubspot shares lessons from Hubspot’s content marketing initiatives.

Creating a content marketing strategy can be an incredibly difficult task especially if content is your primary source of lead generation. We sat down with Kieran to understand what goes behind Hubspot’s robust content marketing efforts.

The history.

Hubspot was revamping its content marketing strategy a year and a half ago and while doing so they got thinking on why they were creating content, what was their ultimate mission. After hard introspection they concluded that – they were creating content to win the hearts and minds of every SMB and mid-market business. It was their ‘aha’ moment!

Hubspot was convinced that content should cater to both the mind and the heart and thus split the content team into ‘heart’ and ‘mind’.The idea was simple, yet profound. Here’s a deep dive into what goes into their content strategy.

The mind content.

The ‘mind’ team’s focus is to attract new readers based on search queries. Say, how to build a sales team? How to enhance customer experience? What is inbound marketing? etc. This team builds content to quench the thirst for knowledge as people are always searching for information on how to do things better. The mind team has a scientific process to identify these articles.

The heart content.

On the other hand, the ‘heart’ team looks at coming up with content which stand for the values that Hubspot wants to be known for. These topics appeal to the heart of the audience and creates an emotional connection. The content is predominantly social and other shareable formats like videos.

How do they ensure consistency in content marketing?
Hubspot has two editorial calendars to map the content. “We look at all the topics that are relevant to these personas, and look at what the mind version of this looks like (with a lot of research), and what are the emotional stuff that will resonate for that topic,” said Falligan. “In essence, mind content is all about pull—pulling people by giving them relevant information, heart content is about push—pushing stuff that will appeal to them.”

The best thing about the ‘dual engine’ approach is that it works. Hubspot is among the most read business blogs. The success is for everyone to see, learn, and emulate.

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