SMART CONTENT INBOUND TRAINING DAY WORKBOOK Angela Hicks HubSpot Academy
ACTIVITY 1 IDENTIFY CONTEXTUAL MARKETING OPPORTUNITIES Determine some of the big contextual marketing opportunities for your company. INSTRUCTIONS: Complete steps 1 and 2 below. TOTAL TIME: 5 MINUTES 1. Select a single high-performing website page or landing page where you will add contextual marketing. To decide, go to Content > Website Pages or Landing Pages. Click Analyze. Select a page with either high views or conversions on landing pages. 2. Next, click the page name you ve chosen and bookmark the details page. Fill in the name of the page below: INBOUND TRAINING DAY Smart Content 1
ACTIVITY 2 CHOOSING A SEGMENT TO TARGET Using the page that you identified in Activity 1, choose a segment to target by answering the questions below. INSTRUCTIONS: Complete steps 1-7 below. Complete the Bonus Activity if applicable. TOTAL TIME: 15 MINUTES View the website/landing page that you identified in Activity 1 to help you answer the following seven questions. Circle Yes or No and complete the explanation below each question. 1. Does targeting an audience from a specific country benefit your business at this time? Yes or No. Explain why segmenting by country is helpful for your company with a short description of which country or countries you will target. If segmenting by country is not helpful, explain why. 2. Does targeting an audience from a specific type of device seem to be helpful on this particular website or landing page? Yes or No. Explain how you d modify the existing content for different devices. If segmenting by device type does not seem helpful on this website or landing page, explain why. INBOUND TRAINING DAY Smart Content 2
ACTIVITY 2 CHOOSING A SEGMENT TO TARGET [CONTINUED] 3. Is there a specific referral source that should be targeted on this particular website page or landing page at this time? Yes or No. If you can t decide, navigate to Content > Website Pages or Landing Pages and click on the Page Name to view the sources for the page traffic to-date. Raise your hand if you need help from your TA! Explain the referral source that you will target on this particular page and why. If there is not a specific referral source that should be targeted on this page, explain why. 4. Does targeting an audience with a specific preferred language benefit your business at this time? Yes or No. Explain why segmenting by preferred language is helpful on this particular page with a short description of which language(s) you will target and why. If segmenting by preferred language is not helpful, explain why. INBOUND TRAINING DAY Smart Content 3
ACTIVITY 2 CHOOSING A SEGMENT TO TARGET [CONTINUED] 5. Is there a specific contact list that should be targeted on this particular website page or landing page at this time? Yes or No. Explain why segmenting by contact list membership is helpful on this particular page with a short description of contact list that you will target and why. If segmenting by contact list membership is not helpful, explain why. 6. Is there a specific lifecycle stage that should be targeted on this particular website page or landing page at this time? Yes or No. Explain why segmenting by lifecycle stage is helpful on this particular page with a short description of lifecycle stage(s) that you will target and why. 7. Select the best segmentation option for this particular website or landing page. Check the box to indicate your choice (only choose one): Country Device Type Referral Source Preferred Language Contact List Membership Lifecycle Stage INBOUND TRAINING DAY Smart Content 4
BONUS ACTIVITY CONTACT LIST MEMBERSHIP OR LIFECYCLE STAGE SEGMENTATION If you have chosen to segment by either contact list membership or lifecycle stage, ensure that you have contacts that meet the criteria. For list membership: Create a list in HubSpot, if necessary. Example 1: if you are segmenting by persona, evaluate the lists that have been built automatically. Are there contacts in the persona list? If not, assign contacts to the persona. Example 2: if you are segmenting by activity, you could set up smart list criteria that captures all contacts who have downloaded a particular ebook. For lifecycle stage: Set up smart list criteria to define your lifecycle stages for leads, customers, and so on. You should have contacts in each lifecycle stage. INBOUND TRAINING DAY Smart Content 5
ACTIVITY 3 VISUALIZE THE SMART CTA VARIETY Smart CTAs that send users to different pages should be visually mapped out to prevent confusion in the future about who is being sent where by each smart CTA. INSTRUCTIONS: Complete step 1 below. TOTAL TIME: 5 MINUTES 1. Plan a smart CTA conversion process and its variations based on lifecycle stage. You can write down content offers that you ve created in the past or offers that you will create in the future. Refer to the content offer examples on the next page for help with generating content offer ideas. Default Segment: Visitor Default CTA Content Offer: Why did you choose this offer? Segment 1: Lead CTA Content Offer for a Lead: Why did you choose this offer? Segment 2: Customer CTA Content Offer for a Customer: Why did you choose this offer? INBOUND TRAINING DAY Smart Content 6
CONTENT OFFER EXAMPLES INBOUND TRAINING DAY Smart Content 7
ACTIVITY 4 CREATE A SMART CTA IN HUBSPOT Create a smart CTA in HubSpot using the mapped journey that you built in Activity 3 or a different set of criteria if you have something else in mind for the smart CTA. INSTRUCTIONS: Complete steps 1 and 2 below with the optional step, if applicable. TOTAL TIME: 15 MINUTES 1. Navigate to Content > Calls-to-Action. Click the dropdown arrow on Create a CTA and click Create a Smart CTA. 2. Follow the prompts to decide on your segment, set smart rules and attach CTAs based on your plan in Activity 3 or create a new one*. *Use the blank Smart CTA Variety Map on the next page before creating in HubSpot. INBOUND TRAINING DAY Smart Content 8
BONUS ACTIVITY SMART CTA VARIETY MAP Are you creating a smart CTA that you haven t mapped out yet? Map the variations below and be sure to define each segment you ll target in the boxes below. Default Segment: Visitor Default CTA Content Offer: Why did you choose this offer? Segment 1: CTA Content Offer for #1: Why did you choose this offer? Segment 2: CTA Content Offer #2: Why did you choose this offer? Segment 3: CTA Content Offer #3: Why did you choose this offer? Segment 4: CTA Content Offer #4: Why did you choose this offer? INBOUND TRAINING DAY Smart Content 9
ACTIVITY 5 CREATE AND OPTIMIZE CONTENT What is the default content that will be seen if someone doesn t meet your smart rules, if someone is a first time visitor, or a search engine indexing the page? How will the smart content variation(s) differ from the default content? Would using a personalization token create a better experience for the user in this strategy? INSTRUCTIONS: Complete steps 1-3 below. TOTAL TIME: 15 MINUTES 1. Evaluate the current content on the landing page or website page that you identified in Activity 1. Does this content need to be changed to better address first-time visitors and search engines? Write the updated default content in the box below. 2. How will the content for your chosen segment vary from the default content (that is shown to everyone else)? Draft the smart content variation for the segment you identified in Activity 2. INBOUND TRAINING DAY Smart Content 10
ACTIVITY 5 CREATE AND OPTIMIZE CONTENT [CONTINUED] 3. Would this page benefit from being personalized with a personalization token? Write the name of the personalization token that you would use and describe its purpose in context to the page. Keep in mind that personalization is an optional addition to your contextual marketing strategy. If you don t want to use personalization, explain your thoughts below. INBOUND TRAINING DAY Smart Content 11
ACTIVITY 6 CREATING SMART TEXT It s time to bring your content ideas to life on your website by using the smart text tools. INSTRUCTIONS: Complete steps 1 and 2 below. TOTAL TIME: 15 MINUTES 1. Navigate to Content > Landing Pages or Website Pages and click the Edit button to edit the page you identified in Activity 1. 2. Hover over the text module where you wish to add the smart text and click the orange Smart Icon that appears. Follow the prompts to input the default content and its variations that you drafted in Activity 5. INBOUND TRAINING DAY Smart Content 12
ACTIVITY 7 BRAINSTORM SMART FORM QUESTIONS Brainstorm question variations for a smart form. INSTRUCTIONS: TOTAL TIME: 5 MINUTES 1. What kinds of things would you need or want to know about the segment you identified in Activity 2? Draft as many default form fields and questions as possible to ask that segment on a smart form. Form Fields: Form Field Questions: INBOUND TRAINING DAY Smart Content 13
REFLECT AND REACT: NEXT STEPS FOR YOU AND YOUR BUSINESS Review what you ve learned and determine your course of action for implementing smart content for your business. INSTRUCTIONS: Answer questions 1-4 in the time remaining. TOTAL TIME: 15 MINUTES 1. What is the most important thing you learned today? Summarize what you learned and compile any ideas that you wish to share with your team at a future date. 2. What will you (personally) do to implement smart content for your company? What kinds of smart content are you hoping to add and where? Draft your ideas below to share with your team later on. INBOUND TRAINING DAY Smart Content 14
REFLECT AND REACT: NEXT STEPS FOR YOU AND YOUR BUSINESS [CONTINUED] 3. What do you need to collaborate on with your team regarding smart content? Are there any challenges that your company may face in creating smart content? Write down people that you ll need to collaborate with or get permission from on your team. 4. What is your timeline or goal to have smart content in place for your organization? Write down tasks that you will complete in the next month and next three months. If you will need others in your organization to help with creating smart content, describe your task plan for them as well. INBOUND TRAINING DAY Smart Content 15