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Quality vs. Quantity: How
HubSpot Used Data to
Settle the Age-Old
Debate
Ginny Soskey
Section Editor, HubSpot

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THIS ALL STARTED
WITH A TWEET.

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BUT LOTS OF THINGS
HAD CHANGED.

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SO WE NEEDED TO
CHANGE, TOO.

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1 INSIDE OUR PREVIOUS
EDITORIAL STRATEGY

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OUR METRICS
Views Subscribers Leads
Icons designed by Freepik

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OUR DIFFERENT POST TYPES

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TACTICAL

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DEEP TACTICAL

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INFOGRAPHIC/
SLIDESHARE

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EDITORIAL

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PROMO

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TOFU
(TOP-OF-THE-
FUNNEL)

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SYNDICATIONS

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MISC

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OUR TYPICAL
EDITORIAL
DISTRIBUTION

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2 STUDY #1: OUR OPTIMAL
SHORT-TERM STRATEGY

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METHODOLOGY

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METHODOLOGY
BENCHMARK
23
POSTS PER
WORKWEEK

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METHODOLOGY
LVHC
11.5
POSTS PER
WORKWEEK

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METHODOLOGY
HVLC
34.5
POSTS PER
WORKWEEK

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ONLY NEW POSTS’ TRAFFIC & LEADS
75%
25%
Old Posts
New Posts
MONTHLY TRAFFIC
92%
8%
Old Posts
New Posts
MONTHLY LEADS

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RESULTS

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THE BENCHMARK & HVLC PHASES RECEIVED
ALMOST THE SAME AMOUNT OF TRAFFIC.

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THE HVLC PHASE RECEIVED THE LARGEST
NUMBER OF LEADS.

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INSTANT SUBSCRIBER CHURN SPIKED
DURING HVLC.

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BENCHMARK & HVLC
GOT SIMILAR RESULTS

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… BUT HVLC REQUIRED
WAY MORE EFFORT.

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SOLUTION: MAINTAIN
FREQUENCY, TWEAK
EDITORIAL DISTRIBUTION.

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3 STUDY #2: FINDING “HIGH-
RETURN” TYPES OF POSTS

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METHODOLOGY

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METHODOLOGY
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CATEGORIZED
2,000 POSTS
USED
HUBSPOT’S
ANALYTICS
ESTIMATED
LEADS

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RESULTS

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SUCCESS IN MONTH 1 = SUCCESS OVER TIME

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THE TOP TRAFFIC GENERATORS: TOFU, DEEP
TACTICAL & INFOGRAPHIC/SLIDESHARE

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THE TOP LEAD GENERATORS: PROMO &
TACTICAL

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THE “HIGH-RETURN” POSTS

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THE TRAFFIC SOURCES OF A TYPICAL POST

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TOP POST TYPES ON EPHEMERAL
PLATFORMS
SOCIAL EMAIL DIRECT REFERRAL
1. TOFU
2. Promo
3. IG/SS
4. Deep
Tactical
1. TOFU
2. Deep
Tactical
3. IG/SS
4. Editorial
1. Deep
Tactical
2. TOFU
1. IG/SS
2. Deep
Tactical

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TOP POST TYPES IN ORGANIC

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THERE IS NO SILVER
BULLET.

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TOFU, DEEP TACTICAL & IG/SS
ARE BEST FOR VIEWS.

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PROMO & TACTICAL ARE
BEST FOR LEADS.

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4 WHAT WE PLAN TO DO
ABOUT THIS

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“WE ALL HAVE THE
SAME AMOUNT OF
TIME IN THE DAY AS
BEYONCE.”

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OUR OLD PLAN
SUN MON TUES WED THURS FRI SAT
S T T T T T S
DT DT DT ED ED
T T T T P
P IG/SS IG/SS IG/SS S

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OUR NEW PLAN
SUN MON TUES WED THURS FRI SAT
S T T S
DT DT DT ED ED
T T T T P
P IG/SS IG/SS IG/SS S

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OUR NEW PLAN
SUN MON TUES WED THURS FRI SAT
S T T S
DT DT DT ED
T T T T P
P IG/SS IG/SS IG/SS S

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OUR NEW PLAN
SUN MON TUES WED THURS FRI SAT
S T T S
DT DT DT ED
T T T T P
P IG/SS IG/SS IG/SS

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OUR NEW PLAN
SUN MON TUES WED THURS FRI SAT
S T T DT DT S
DT DT DT ED
T T T T P
P IG/SS IG/SS IG/SS

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OUR NEW PLAN
SUN MON TUES WED THURS FRI SAT
S T T TOFU DT DT S
DT DT DT ED TOFU
T T T T P
P IG/SS IG/SS IG/SS

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OUR NEW PLAN
SUN MON TUES WED THURS FRI SAT
S T T TOFU DT DT S
DT DT DT ED TOFU
T T T T P
P IG/SS IG/SS IG/SS IG/SS

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5 WANT TO RUN THIS ON YOUR
OWN BLOG?

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1. Start assigning post types now.
2. If you can’t do #1, ask your team for help.
3. Get a dev on board.
4. Get down with Excel early and often.
5. Get okay with “good enough.”
5 Quick Tips for Running This Experiment

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WANT MORE
DATA?
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QUESTIONS?
COMMENTS?
http://bit.ly/
GSquestions