Content Offer

OTime to complete: 2 hours a week over 3 weeks

This project will walk through the necessary steps to build and launch a content offer campaign.

Completing these steps will allow you to:

  • Build out a conversion process.
  • Promote your content offer.
  • Generate qualified visitors and leads.
Step 1: Select the content offer
Learn how

To-do

  1. Chose a content offer that you think your buyer persona would be interested in. It can be in any format, e.g., ebooks, whitepaper, checklist, case study, or video. 
  2. Add your content offer to the File Manager and copy the file URL. This will be used when you build out your thank you page.  

If you are creating a new content offer:

- Complete the content offer before moving forward with building out your other campaign assets.
- Use the marketing library to identify a content template.

  

Example

Pro Tip

Always map your content offer to your buyer personas and a buyer's journey stage.
Need help creating a content offer?
Watch the Content Creation training videos!
Step 2: Create a new campaign in HubSpot
Learn how

To-do

  1. Navigate to the Campaigns tool.
  2. Create a new campaign and give it a unique name that is consistent with the selected content offer. 
  3. Define campaign details.
    1. Set attainable visit, lead, and customer goals.
    2. Determine a timeline (if applicable). 
    3. Label the buyer persona(s). 

Pro Tip

The campaign name is one thing you cannot change. Take a moment to pick the right one.
Need some help getting started?
Watch the Campaign training videos!
Step 3: Identify keywords to use throughout the campaign
Learn how

To-do

  1. Staying within the Campaigns tool, either add or select 3-5 keywords that are consistent with the content offer.

Example

Pro Tip

Focus on long-tail keywords and keep these keywords in mind for consistency throughout your campaign. For instance, blog posts for promoting your piece of content.
Need some help getting started?
Watch the Keywords training videos!
Step 4: Create a thank you page
Learn how

To-do

  1. Navigate to the Landing Page tool.
  2. Create a new page and select a thank you page template.
  3. Name the thank you page to be consistent with your campaign name and content offer. Include "Thank You" or "TYP" at the beginning of the page name to keep your pages organized.
  4. Write a clear, action-oriented header at the top of the page. 
  5. Confirm that the navigation is showing on the page.
  6. Include the content offer URL (from the File Manager) that delivers the promised content offer.
  7. Include social options. It will default to the thank you page, so you'll want to change this to the landing page URL that will be created in the next step.
  8. Tag the thank you page with the campaign. This is found in the Options tab in the tool.
  9. Publish the thank you page if it follows the above steps.
  10. Copy the thank you page URL. It will be used when building out the landing page.
  11. Make sure "Redirect to another page" is selected in the Form section and add the copied thank you page URL. 
  12. Publish the thank you page. 

Example

Pro Tip

If you have a CTA for a different offer, insert a CTA to move the new lead further into the buyer’s journey.
Need some help getting started?
Watch the Thank You Page training videos!
Step 5: Create a landing page
Learn how

To-do

  1. Navigate to the Landing Page tool.
  2. Create a new page and select an appropriate landing page template. 
  3. Name the landing page and be sure it's consistent with your campaign name and content offer. Include "Landing Page" or "LP" at the beginning of the name to keep your pages organized.
  4. Write a clear, action-oriented header at the top of the landing page.
  5. Ensure there is no menu navigation or links on the page.
  6. Explain the content offer and its value in 1-5 sentences within the body of the landing page. Use numbers, bullets and bolding in the copy.
  7. Include a relevant image or graphic of the content offer or topic.
  8. Select a form. Make sure the selected form includes fields based on the perceived value of the offer. If you don't have a form, navigate to the Forms tool and create a new form.
  9. Select the thank you page as the page that a person will be redirected to after submitting the form.
  10. Tag the landing page with the campaign name. This is found in the Options tab in the tool.
  11. Copy landing page URL. It will be used in the next step.
  

Example

Pro Tip

Spend time writing a killer headline. People don’t meticulously read your landing page copy. They scan, they skim, and they allow their eyes to flitter across the page, but they (usually) don’t read every word.
Need some help getting started?
Watch the Landing Pages training videos!
Step 6: Create a call-to-action
Learn how

To-do

  1. Navigate to the Calls-to-action tool.
  2. Create a call-to-action (CTA) and continue using the same naming convention as the above assets.
  3. Tag the CTA with the campaign name. 
  4. Paste the landing page URL (from the above step) within the Link URL field, so that the CTA redirects to the landing page when clicked on. 
  5. Make the text of the CTA action-oriented and include keywords that are consistent with the content offer & landing page.
  6. When complete, embed the CTA on appropriate website pages.
  7. Keep this CTA in mind, it will be used within other assets for content promotion. 
  

Example

Pro Tip

Design the CTA so that it is attention grabbing. Use accent colors and/or images and keep your CTA brief.
Need some help getting started?
Watch the Call-to-Action training videos!
Step 7: Create or select a list of contacts
Learn how

To-do

  1. Navigate to the Lists tool.
  2. Create or select a list of contacts that you will email the content offer to. This list will be referenced in the next step. 
  3. If creating a new list, build a smart list and determine the requirements that contacts must meet to be in this list. 
  

Example

Pro Tip

Analyze your efforts. Always be improving your segmentation strategy. Did the list help you accomplish your goal?
Need some help getting started?
Watch the Lists training videos!
Step 8: Create an email to promote your content offer
Learn how

To-do

  1. Navigate to the Email tool.
  2. Create a new email and keep the name of the email consistent with your campaign name and content offer.
  3. Determine the From Name and From Email Address that the recipients will see
  4. Tag the email with the campaign name. 
  5. Create your message subject.
  6. Create the email body. It should explain the value of your content offer and remind the reader of what they'll get out of taking action. Make the content easy to scan and personalize when appropriate. 
  7. Insert a CTA within the email body. Use the CTA that you created in the above step. 
  8. Send a test email to review your email. Make any necessary changes. 
  9. When your email is complete, schedule when you want it sent. Within the Sending tab of the Email tool, determine your send date and time.
  10. Select the recipient list for the email. Use the list you selected or created in the above step.
  

Example

Pro Tip

The email subject will be the first thing your recipient reads, so make sure it grabs their attention and invites them in to read your email and engage with your content. 
Need some help getting started?
Watch the Email training videos!
Step 9: Write related blog posts
Learn how

To-do

  1. Navigate to the Blogging tool.
  2. Create a new blog post. 
  3. Pick one keyword from the keywords you identified in an earlier step and make sure it's related to the content offer topic. The keyword focus should be used naturally throughout the blog post. 
  4. Write a clear blog post title and include the keyword within it. 
  5. Write the body of the blog post and format your blog properly. 
  6. Insert a CTA at the bottom of the blog post. Use the CTA that you created in an earlier step. This CTA should serve as the next logical step after a visitor reads the blog post. 
  7. Tag the blog post with the campaign name.
  8. Write a meta description. It should be 1-2 sentences describing your blog post and should include the keyword focus within it. 
  9. Schedule your blog post. You can either publish now or schedule for later. 
  10. Repeat To-Do's #2-10 for another blog post and optionally a third blog post. You should have a few blog posts that cover the same topic to help promote your content offer. Schedule these blog posts to publish on different dates and times.

Example

Pro Tip

There is no perfect blog post length. Just make sure your blog post fully covers the topic and addresses your buyer persona's needs.
Need some help getting started?
Watch the Blogging training videos!
Step 10: Schedule your related social media posts
Learn how

To-do

  1. Go to the Social Publishing tool.
  2. Determine which social media channels you will use for promotion. 
  3. Compose different social media posts and attach links to promote your landing page and your blog posts.
  4. Tag the social media message(s) with the campaign name.
  5. Determine your posting schedule. Vary your message along with the dates and times.

Example

Pro Tip

Social media promotion for your content offer doesn't end after just one or two posts. Schedule out post months after your content offer campaign has launched.
Need some help getting started?
Watch the Social Media training videos!
Step 11: Launch your campaign
Learn how

To-do

At this point, all of your content offer assets should be created and either published or scheduled.
  1. Test your CTA to make sure it directs to your landing page.
  2. Test the form on your landing page to make sure it redirects to the thank you page.
  3. Test the link on the thank you page to make sure it opens to your content offer. 
  4. Go to the Campaigns tool, open the campaign you created and make sure all of your campaign assets have been tagged with the appropriate campaign.
  5. NOW CELEBRATE!!

Example

Pro Tip

The trick is analyzing and testing things out. Always think about how you can improve on your next content offer campaign.
Not sure how to analyze a campaign?
Read the Campaigns user guide!

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