Week 7: MKTG 348- Hubspot Lesson 3

Lesson 3 of hubspot focuses on creating content with a purpose. Content is what your trying to deliver to your visitors through social media, emails, and more. Not all content is created equally, remember quality is always better than quantity! In the attract phase content is the driving force to the convert stage. It fuels the inbound methodology, and helps progress visitors from step to step.

Your content should make people want to come back for more, or refer others to you. Every piece is an investment in your future goals. When coming up with content it is important to take in consideration your buyer personas (who you're trying to reach) and the buyer's journey (what content will be most interesting or helpful for them).

If your content is in the awareness phase you should be targeting a problem your buyer persona is experiencing. In the consideration stage you should be targeting a solution to a problem. In the decision stage content should be about your product or service because they have already chosen you. Content should be created for all different stage of the buyer's journey. The picture below shows the best places content should be placed in each step of the buyer's journey.

When trying to convert visitors into leads, you should utilize content in all of the stages of the buyer's journey. It is more important to focus on the content first, and the design second. Products should not be discussed until the decision stage of the buyer's journey. Delivery of content makes it relevant, so you need to make sure you can get your content out in an effective way. Make sure you are promoting and distributing your content. Lesson 3 focuses on content because it is a crucial step in inbound marketing. Without it, inbound marketing would not be successful at all.