growth marketing for content marketers hubspot academy master class

GROWTH MARKETING FOR
CONTENT MARKETERS MASTER CLASS
Presented by HubSpot Academy
Featuring Justin Champion and Sujan Patel

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WHAT IS GROWTH
MARKETING?

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GROWTH MARKETING
An integrated approach to growing your business and
optimizing your content marketing efforts through constant
testing across marketing channels.

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Identify new
opportunities.

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SOURCE: WIKIMEDIA

New Channels of communication

are frequently coming to the surface.
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Players are
becoming more
competitive
and expensive.
This means the ROI is
becoming less and less.

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A growth marketing
approach will
require managing a
Lot of moving pieces.

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HOW CAN YOU
DEVELOP A GROWTH
MARKETING MINDSET?
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UNDERSTAND YOUR
MARKETING FUNNEL

Buyer’s Journey

Marketing Funnel

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Start looking for
weaknesses within
your funnel.

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SOURCE: PEXELS

Find your marketing funnel strengths.
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The Bullseye Framework
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The center ring: three top performing channels.
Channels that have the highest potential of gaining traction for your business.

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The middle ring: secondary channels.
Not your top performing channels, but they have the most potential to gain traction.

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The outer ring: long shot channels.
Prospective opportunities to feel out.

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EACH TEST SHOULD UNCOVER
•

Cost to acquire a customer through this channel?

•

Customers available through this channel?

•

Customers in this channel who we want?

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TWO PART TESTING PROCESS
•

Ideation

•

Planning and implementation

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Ideas and
creativity

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Planning and
implementation

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To help organize your ideas,
Use something like Google sheets.

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70%

Of my growth ideas fail.

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DEPARTMENTS TO FOCUS ON
•

Customer service, support, and success

•

Sales team

•

Products and services team

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There needs to be an
open communication channel.

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SOURCE: PEXELS

While customers may love your product or service,

they’re really going to love the content you
produce if it’s helpful to them.
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It’s never a one-sizefits-all approach.

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