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#INBOUND14 
How HubSpot Measures Its Marketing Content 
Shannon Johnson 
Content Strategist, HubSpot 
Pamela Vaughan 
Mana...
Fun fact: If you’re a HubSpot customer, you can spot me in the stock photos pre-loaded into your software. I may even be t...
Fun fact: I’ve never broken a bone. 
@shannopop 
SHANNON 
JOHNSON
1How the HubSpot Content Machine Works 
2About the Blogging and Offers Teams & Our Goals 
3The KPIs We Track: What, Why & ...
#INBOUND14 
1 
HOW THE HUBSPOT CONTENT MACHINE WORKS
#INBOUND14 
Ebooks, 
Whitepapers & Guides 
Blog Posts 
Webinars 
Content Creation Assets 
Checklists 
Templates 
HUBSPOT’S...
#INBOUND14 
BLOG CONTENT: 
•What: Short-form, ungated content housed on HubSpot’s blog 
•Purpose: Fill the top of the funn...
#INBOUND14 
WHERE CONTENT LIVES IN HUBSPOT MARKETING 
CONTENT TEAM 
(CONTENT) 
FUNNEL TEAM 
(DISTRIBUTION CHANNELS) 
Offer...
#INBOUND14 
BLOG = CONTENT + DISTRIBUTION 
+
#INBOUND14 
OFFERS = CONTENT 
Paid Marketing (Funnel Team) 
Landing Pages (Funnel Team) 
(Relies on Other Teams for Distri...
#INBOUND14 
Where do our content goals come from? 
Marketing’s Service-Level 
Agreement (SLA) With Sales: 
Quantity of Lea...
#INBOUND14 
Why do we do reporting? 
For two reasons …
#INBOUND14 
to track progress 
toward our goals
#INBOUND14 
to be prescriptive, 
actionable, 
and optimization-driven
#INBOUND14 
1 
ABOUT THE BLOGGING TEAM & OUR GOALS
#INBOUND14 
•6 Full-Time Employees + Network of Contributors 
•3 Main Blogs: Marketing, Sales, The Agency Post 
•250 Blog ...
#INBOUND14 
specific goals depend on each 
blog’s maturity
#INBOUND14 
INFANT BLOGS 
Primary Goals = 
Traffic + Subscribers 
Why? To build up a critical mass of dedicated readers wh...
#INBOUND14 
~70% 
of the initial traffic to a new post on HubSpot’s Marketing Blog comes from email subscribers. 
Internal...
#INBOUND14 
Over time, that initial surge of traffic leads to views & social sharing that translates into organic search t...
#INBOUND14 
In other words, subscribers are critical to a blog’s long-term traffic growth.
#INBOUND14 
MATURE BLOGS 
Primary Goals = 
Traffic + Leads 
Why? To convert visitors into leads while continuing to grow t...
#INBOUND14 
3 
BLOGGING TEAM KPIs: THE WHAT, WHY & HOW
#INBOUND14 
What are our monthly blog goals based on? 
1)Total New Leads Goal From SLA 
2)Historical Blog Lead Contributio...
#INBOUND14 
How often do we do 
blog reporting? 
How often do we do blog reporting?
#INBOUND14 
three frequencies …
#INBOUND14 
monthly report on all key blog metrics
#INBOUND14 
daily/weekly progress 
check-ins for primary goals
#INBOUND14 
documentation 
of one-off 
analytical 
projects
#INBOUND14 
•Blog Topic Analysis:“I wonder which topics generate the most view/leads …” 
•Blog Type Analysis: “I wonder if...
#INBOUND14 
Which metrics 
do we track?
#INBOUND14 
Progress-and goal-based metrics …
#INBOUND14 
METRIC: 
TOTAL VISITS & THEIR TRAFFIC SOURCES 
Why: To track blog traffic growth & analyze strengths/weaknesse...
#INBOUND14 
METRIC: 
EMAIL SUBSCRIBERS 
Why: To track audience growth and blog stickiness, particularly for infant blogs 
...
#INBOUND14 
METRIC: 
NEW LEADS 
Why: To track how the blog is contributing to the overall marketing SLA and growing leads ...
#INBOUND14 
prescriptive/actionable metrics …
#INBOUND14 
METRIC: 
TOP POSTS BY VIEWS 
Why: To analyze themes from high- performing posts and identify opportunities for...
#INBOUND14 
Old posts with high traffic become targets/opportunities for conversion optimization. 
WHAT NEXT?
#INBOUND14 
I wonder how big that opportunity is …
#INBOUND14 
OVER 75% 
of our monthly blog post views are of old posts (i.e. posts published prior to that month). 
Interna...
#INBOUND14 
That’s seems like a pretty big opportunity, if you ask me.
#INBOUND14 
But I wonder how well all those old posts are converting …
#INBOUND14 
METRIC: 
TOP POSTS BY LEADS 
(VIA LAST INTERACTION) 
Why: To identify top lead-generating posts, spot themes t...
#INBOUND14 
OVER 90% 
of the leads we generate in a given month are alsofrom old posts (i.e. posts published prior to that...
#INBOUND14 
I wonder where all that traffic to old posts is coming from …
#INBOUND14 
The majority of traffic to old, high- trafficked posts on HubSpot’s blog comes from organic search. 
How: HubS...
#INBOUND14 
WHAT NEXT? 
Expand that list of high-converting old posts by getting more posts to rank in search. Put more ef...
#INBOUND14 
4 
ABOUT THE OFFERS TEAM
#INBOUND14 
We don’t have offers measurement completely figured out. 
BELIEVE IT OR NOT …
#INBOUND14 
LIKE EVERYONE ELSE … 
We are challenged with determining the value of what we create.
#INBOUND14 
•How much did people read? 
•Did they like it? 
•What didn’t they like? 
•Did they share it? 
•Was it helpful ...
#INBOUND14 
•We have to wait a sales cycle to see how many customers our offers generated. 
•The success of an individual ...
#INBOUND14 
5 
OFFERS TEAM KPIs: THE WHAT, WHY & HOW
#INBOUND14 
1.Percent of Leads Transferred to Sales Every Month 
2.Offer Performance by Lead and Customer Generation 
3.Ne...
#INBOUND14 
% OF LEADS TRANSFERRED TO SALES 
Measures the offers team’s contribution to our marketing team’s monthly leads...
#INBOUND14 
% OF LEADS TRANSFERRED TO SALES
#INBOUND14 
TOP-PERFORMING OFFERS 
Measures which offers excel at generating leads and customers.
#INBOUND14 
The longer an offer exists, the more leads and customers it generates. 
WE TRACK YTD AND QUARTERLY PERFORMANCE
#INBOUND14 
TOP-PERFORMING OFFERS: Q2 2014 
Offer 
Publish Date 
Author 
Customers 
Leads (Total Submits)* 
Recognized MRR...
#INBOUND14 
NET PROMOTER SCORE 
Measures our audience’s perception of our content quality.
#INBOUND14 
NET PROMOTER SCORE (NPS)
#INBOUND14 
6 
WHAT’S NEXT FOR OFFERS MEASUREMENT?
#INBOUND14 
To allow us to understand if an offer is a hit without having to wait 3-6 months. 
BETTER PREDICT AN OFFER’S S...
#INBOUND14 
7 
FINAL THOUGHTS ABOUT CONTENT REPORTING
#INBOUND14 
1Don’t waste time on reporting just for the sake of reporting. 
2Prioritize metrics that enable you to be pres...
#INBOUND14 
QUESTIONS ?
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HOW HUBSPOT MEASURES ITS MARKETING CONTENT [INBOUND 2014]

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In these slides from INBOUND 2014, learn how the HubSpot marketing content team measures the effectiveness of its blog and offers content. Get the scoop on our content goal-setting methodology, and discover which metrics we track and prioritize and why.

Publié dans : Marketing

HOW HUBSPOT MEASURES ITS MARKETING CONTENT [INBOUND 2014]

  1. 1. #INBOUND14 How HubSpot Measures Its Marketing Content Shannon Johnson Content Strategist, HubSpot Pamela Vaughan Manager of Optimization & Growth, HubSpot Content
  2. 2. Fun fact: If you’re a HubSpot customer, you can spot me in the stock photos pre-loaded into your software. I may even be the face of one of your personas. @pamelump PAMELAVAUGHAN
  3. 3. Fun fact: I’ve never broken a bone. @shannopop SHANNON JOHNSON
  4. 4. 1How the HubSpot Content Machine Works 2About the Blogging and Offers Teams & Our Goals 3The KPIs We Track: What, Why & How 4Final Thoughts About Content Reporting AGENDA
  5. 5. #INBOUND14 1 HOW THE HUBSPOT CONTENT MACHINE WORKS
  6. 6. #INBOUND14 Ebooks, Whitepapers & Guides Blog Posts Webinars Content Creation Assets Checklists Templates HUBSPOT’S CONTENT MACHINE •11,000+ customers in over 70 countries •1.5M visits / mo. •250 articles / mo. •4-6 long form pieces of content / mo. •Thousands of downloads / mo.
  7. 7. #INBOUND14 BLOG CONTENT: •What: Short-form, ungated content housed on HubSpot’s blog •Purpose: Fill the top of the funnel and convert traffic into new leads •Measurement Focus: Quantityof traffic, subscribers, and leads OFFERS CONTENT: •What:Long-form, gated content housed on HubSpot’s landing pages •Purpose:Qualify and nurture existing leads •Measurement Focus: Qualityof Leads and quality of content BLOG CONTENT VS. OFFERS CONTENT
  8. 8. #INBOUND14 WHERE CONTENT LIVES IN HUBSPOT MARKETING CONTENT TEAM (CONTENT) FUNNEL TEAM (DISTRIBUTION CHANNELS) Offers (Long-Form Content) Blog (Short-Form Content) Paid Marketing Landing Pages SEO Email Social Media
  9. 9. #INBOUND14 BLOG = CONTENT + DISTRIBUTION +
  10. 10. #INBOUND14 OFFERS = CONTENT Paid Marketing (Funnel Team) Landing Pages (Funnel Team) (Relies on Other Teams for Distribution) Blog (Blogging Team) SEO (Funnel Team) Social Media (Funnel Team) Email (Funnel Team)
  11. 11. #INBOUND14 Where do our content goals come from? Marketing’s Service-Level Agreement (SLA) With Sales: Quantity of Leads + Quality of Leads
  12. 12. #INBOUND14 Why do we do reporting? For two reasons …
  13. 13. #INBOUND14 to track progress toward our goals
  14. 14. #INBOUND14 to be prescriptive, actionable, and optimization-driven
  15. 15. #INBOUND14 1 ABOUT THE BLOGGING TEAM & OUR GOALS
  16. 16. #INBOUND14 •6 Full-Time Employees + Network of Contributors •3 Main Blogs: Marketing, Sales, The Agency Post •250 Blog Posts Per Month •Primary Goals: Traffic, Subscribers & New Leads (Measured by Quantity) BLOGGING TEAM
  17. 17. #INBOUND14 specific goals depend on each blog’s maturity
  18. 18. #INBOUND14 INFANT BLOGS Primary Goals = Traffic + Subscribers Why? To build up a critical mass of dedicated readers who will share and evangelize our content to new visitors
  19. 19. #INBOUND14 ~70% of the initial traffic to a new post on HubSpot’s Marketing Blog comes from email subscribers. Internal HubSpot Data
  20. 20. #INBOUND14 Over time, that initial surge of traffic leads to views & social sharing that translates into organic search traffic growth.
  21. 21. #INBOUND14 In other words, subscribers are critical to a blog’s long-term traffic growth.
  22. 22. #INBOUND14 MATURE BLOGS Primary Goals = Traffic + Leads Why? To convert visitors into leads while continuing to grow the top of the funnel
  23. 23. #INBOUND14 3 BLOGGING TEAM KPIs: THE WHAT, WHY & HOW
  24. 24. #INBOUND14 What are our monthly blog goals based on? 1)Total New Leads Goal From SLA 2)Historical Blog Lead Contributions 3)Blog Growth
  25. 25. #INBOUND14 How often do we do blog reporting? How often do we do blog reporting?
  26. 26. #INBOUND14 three frequencies …
  27. 27. #INBOUND14 monthly report on all key blog metrics
  28. 28. #INBOUND14 daily/weekly progress check-ins for primary goals
  29. 29. #INBOUND14 documentation of one-off analytical projects
  30. 30. #INBOUND14 •Blog Topic Analysis:“I wonder which topics generate the most view/leads …” •Blog Type Analysis: “I wonder if infographic posts generate more views/leads than SlideShareposts …” •Subscriber Email Analysis: “I wonder which email frequency option (instant, daily, weekly) has the best clickthroughrate …” •Blog Traffic Analysis: “I wonder how much traffic we get to new posts vs. old posts …” •Blog Leads Analysis: “I wonder how many leads we get from new posts vs. old posts …” EXAMPLES …
  31. 31. #INBOUND14 Which metrics do we track?
  32. 32. #INBOUND14 Progress-and goal-based metrics …
  33. 33. #INBOUND14 METRIC: TOTAL VISITS & THEIR TRAFFIC SOURCES Why: To track blog traffic growth & analyze strengths/weaknesses in traffic sources month over month How: HubSpot Sources Report
  34. 34. #INBOUND14 METRIC: EMAIL SUBSCRIBERS Why: To track audience growth and blog stickiness, particularly for infant blogs How: HubSpot Blog Dashboard
  35. 35. #INBOUND14 METRIC: NEW LEADS Why: To track how the blog is contributing to the overall marketing SLA and growing leads month over month How: HubSpot Contacts Report
  36. 36. #INBOUND14 prescriptive/actionable metrics …
  37. 37. #INBOUND14 METRIC: TOP POSTS BY VIEWS Why: To analyze themes from high- performing posts and identify opportunities for conversion optimization How: HubSpot Pages Report
  38. 38. #INBOUND14 Old posts with high traffic become targets/opportunities for conversion optimization. WHAT NEXT?
  39. 39. #INBOUND14 I wonder how big that opportunity is …
  40. 40. #INBOUND14 OVER 75% of our monthly blog post views are of old posts (i.e. posts published prior to that month). Internal HubSpot Data
  41. 41. #INBOUND14 That’s seems like a pretty big opportunity, if you ask me.
  42. 42. #INBOUND14 But I wonder how well all those old posts are converting …
  43. 43. #INBOUND14 METRIC: TOP POSTS BY LEADS (VIA LAST INTERACTION) Why: To identify top lead-generating posts, spot themes that can inform future content creation, and pinpoint poorly converting posts How: HubSpot’s New Attribution Report
  44. 44. #INBOUND14 OVER 90% of the leads we generate in a given month are alsofrom old posts (i.e. posts published prior to that month). Internal HubSpot Data
  45. 45. #INBOUND14 I wonder where all that traffic to old posts is coming from …
  46. 46. #INBOUND14 The majority of traffic to old, high- trafficked posts on HubSpot’s blog comes from organic search. How: HubSpot Pages Report METRIC: BLOG POST SOURCES
  47. 47. #INBOUND14 WHAT NEXT? Expand that list of high-converting old posts by getting more posts to rank in search. Put more effort into SEO.
  48. 48. #INBOUND14 4 ABOUT THE OFFERS TEAM
  49. 49. #INBOUND14 We don’t have offers measurement completely figured out. BELIEVE IT OR NOT …
  50. 50. #INBOUND14 LIKE EVERYONE ELSE … We are challenged with determining the value of what we create.
  51. 51. #INBOUND14 •How much did people read? •Did they like it? •What didn’t they like? •Did they share it? •Was it helpful to the business? •Should we have packaged it differently? QUESTIONS WE SEEK ANSWERS TO
  52. 52. #INBOUND14 •We have to wait a sales cycle to see how many customers our offers generated. •The success of an individual offer relies heavily on the promotional effort around it. •You could technically say our offers are the source of all HubSpot lead generation. •Unlike blogging, email, or social media, long-form content doesn’t have a built-in promotional channel. •Company metrics and priorities shift regularly. •Quality is harder to measure than quantity. •Content benefits the company in ways that are nearly impossible to quantify. CHALLENGES: MEASURING LONG-FORM CONTENT
  53. 53. #INBOUND14 5 OFFERS TEAM KPIs: THE WHAT, WHY & HOW
  54. 54. #INBOUND14 1.Percent of Leads Transferred to Sales Every Month 2.Offer Performance by Lead and Customer Generation 3.Net Promoter Score (NPS) by Offer Title, Author, and Type THE 3 PRIMARY OFFERS TEAM KPIs
  55. 55. #INBOUND14 % OF LEADS TRANSFERRED TO SALES Measures the offers team’s contribution to our marketing team’s monthly leads- transferred-to-sales goal.
  56. 56. #INBOUND14 % OF LEADS TRANSFERRED TO SALES
  57. 57. #INBOUND14 TOP-PERFORMING OFFERS Measures which offers excel at generating leads and customers.
  58. 58. #INBOUND14 The longer an offer exists, the more leads and customers it generates. WE TRACK YTD AND QUARTERLY PERFORMANCE
  59. 59. #INBOUND14 TOP-PERFORMING OFFERS: Q2 2014 Offer Publish Date Author Customers Leads (Total Submits)* Recognized MRR* Quality Score* Lead Generation Workbook May-14 Erik 60 35,000 $300,000 71 Content Creation Ebook May-14 Erik 50 20,000 $200,000 70 Facebook 101Guide Jun-14 Shannon 40 15,000 $100,000 63 Website Redesign Workbook Jun-14 Erik 30 10,000 $90,000 69 Email Marketing Template May-14 Funnel 20 8,000 $80,000 67 *Not Actual HubSpot Data
  60. 60. #INBOUND14 NET PROMOTER SCORE Measures our audience’s perception of our content quality.
  61. 61. #INBOUND14 NET PROMOTER SCORE (NPS)
  62. 62. #INBOUND14 6 WHAT’S NEXT FOR OFFERS MEASUREMENT?
  63. 63. #INBOUND14 To allow us to understand if an offer is a hit without having to wait 3-6 months. BETTER PREDICT AN OFFER’S SUCCESS
  64. 64. #INBOUND14 7 FINAL THOUGHTS ABOUT CONTENT REPORTING
  65. 65. #INBOUND14 1Don’t waste time on reporting just for the sake of reporting. 2Prioritize metrics that enable you to be prescriptive. 3It’s okay to change your metrics over time. 4Keep asking questions –make time for one-off analytical projects. FINAL THOUGHTS
  66. 66. #INBOUND14 QUESTIONS ?

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