Using owned content to drive demand — Kyle Denhoff // HubSpot

Kyle Denhoff, Senior Manager of Marketing Strategy and Operations at HubSpot, talks about the importance of planning, content marketing, and demand generation for content. Owned media is a great way to get in front of your prospects. Rather than an immediate sales pitch, continue to provide value and let them decide when they’re ready to take the next step. Today, Kyle talks about using owned content to drive demand.
About the speaker

Kyle Denhoff

HubSpot

- HubSpot

Kyle is Senior Manager of Marketing Strategy and Operations at HubSpot

Show Notes

  • 03:00
    Owned media strategy
    Content should deliver value and educate users. The intention is to convert people with the value that your brand offers. KPIs to focus on are, organic traffic and content leads.
  • 04:52
    Effective CTAs for written content
    The CTA offering should be done based on the audience that will consume the content. Original research and templates are often the most successful.
  • 05:46
    Converting traffic from owned media
    Continue to provide value to those individuals in the form of educational and research-based resources. After 90 days, you can introduce sales material to the mix.
  • 07:44
    Dealing with a non
    Companies should have metrics in place to determine when leads become qualified. Only at this point should sales be reaching out to those individuals.
  • 09:04
    Leveraging other channels to increase discoverability
    Ultimately, its about figuring out how your audiences use those other channels. Using that understanding, you can provide more channel appropriate marketing hooks.
  • 11:37
    Evaluating the ROI of owned content
    Reach-based metrics will indicate how your audiences are growing. Monetizing an audience on other channels requires experimentation. It can be measured using demand-based metrics.

Quotes

  • "Marketers tend to love reports and statistics. Theyre going to download an ebook, guide, or report with original research in it." -Kyle Denhoff, HubSpot, Snr Manager of Marketing Strategy & Ops

  • "Sales folks tend to like quick hits, templates, and things that will help them do their job faster. And, ultimately close more deals." -Kyle Denhoff, HubSpot, Snr Manager of Marketing Strategy & Ops

  • "Offer value before you extract value. All of our marketing teams are focused on providing additional value in the form of education, research, stories, and news." -Kyle Denhoff, HubSpot, Snr Manager of Marketing Strategy & Ops

  • "Theres a 90 day sales cycle for people coming in from owned media. Well continue making offers over three to four months, before we even introduce the topic of sales." -Kyle Denhoff, HubSpot, Snr Manager of Marketing Strategy & Ops

  • "When is the right time to move someone from a lead, to a qualified lead, to talk to sales? I don't think you want to move them right away." -Kyle Denhoff, HubSpot, Snr Manager of Marketing Strategy & Ops

  • "What we're trying to do is leverage those other channels to increase the discoverability of HubSpot." -Kyle Denhoff, HubSpot, Snr Manager of Marketing Strategy & Ops

  • "Whatever channel you decide to invest in as a marketer, map out what that user flow is like." -Kyle Denhoff, HubSpot, Snr Manager of Marketing Strategy & Ops

  • "The overall objective of the channel we're investing in, is to grow an audience. And that's really what the reach metric is." -Kyle Denhoff, HubSpot, Snr Manager of Marketing Strategy & Ops

  • "Were trying to monetize our audiences across different mediums, but it takes time. You constantly have to experiment. Once you find out what works, you double down on it." -Kyle Denhoff, HubSpot, Snr Manager of Marketing Strategy & Ops

About the speaker

Kyle Denhoff

HubSpot

- HubSpot

Kyle is Senior Manager of Marketing Strategy and Operations at HubSpot

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