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Hands-On Workshop: Content Strategy for Startups: Gain the Edge and Beat Goliath
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Table of contents
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- Description
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- Discussion
About the talk
- Preparing your general strategy and position in the market
- Who's your buyer persona(s)?
- Who are the linkerati (aka influencers) you need to know?
- Use SWOT other tools to determine your opportunities
- The economics of content marketing and making it worth it
- Cheap vs expensive content
- What kind of content should you create?
- Maximizing resources & ROI
- Planning out a content strategy tailored for your business
- How to do keyword research to build your content strategy
- The pillar and cluster model to develop topical authority
- A look into our internal tools and repeatable processes
- Creating top-notch content that grows your business
- What makes your content linkable and shareable
- Tactics for promoting your content
- Tips to improve your editorial process
00:04 Introduction
03:15 What we’ll talk about today
04:35 Defining your buyer persona
05:30 Defining your product themes
06:50 The typical buyer’s journey
08:56 Defining your direct competitors
10:14 Defining the search landscape
11:06 The SWOT analysis
14:48 Content economics
17:23 Defining The Barbell Content Strategy
19:50 Building the content roadmap report
25:43 Workshop: Building a content roadmap live
49:05 Q&A
About speakers
David is co-founder of Omniscient Digital and a product manager at HubSpot. During his time at HubSpot, David has helped build the freemium business through new user acquisition initiatives and works on product-led growth.
View the profileAlex Birkett is co-founder of Omniscient Digital and Senior Growth Marketer at HubSpot. At HubSpot, Alex works on user acquisition and helped reinvent the way the company approaches organic marketing. He's particularly passionate about experimentation and using data science techniques to make better business decisions.
View the profileIncluded in subscription
And we are live everybody if you can really quickly in chat say hello if you can hear it, so I want to make sure that you guys are getting us loud and clear. I am out here in Oakland where you guys at by the way, call out your hometown. Where you at? David Alex. Hit me. I'm in Boston Massachusetts Greater Boston. I'm down in Austin Texas is Austin. Oh my God, I love Austin. I named my son Austin after that City. I got to give some props Austin, Texas. I love that. That's awesome. Boston.
I'm really excited for you to be joining us today for this content marketing workshop. We're going to be focusing and we're in a little bit. They're going to give a presentation. They were going to go right into reviewing some of your guys's strategies and websites before we do that. I want to remind you that you can actually submit that right about down here. I think if you hit that submit your gross challenge button at the bottom and give us your website. They may choose to review you in the end. So go ahead and And
submit those while you're submitting let me tell you who is in front of you. This is David and Alex. They're both co-founders of Omniscient Digital. David is a product manager at HubSpot during his time at HubSpot David. It has helped build the freemium business through new user acquisition and initiatives and works on works as well work then work on product-led growth Alex also co-founder and Senior growth marketer at HubSpot. He works on user acquisition and help the reinvent the way that companies approach organic marketing. He's particularly
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