Corey Eridon - 18 Hard-Earned Lessons from the Trenches of the HubSpot Blog

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INBOUND

INBOUND 2015

Marketing

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18 HARD-EARNED
LESSONS FROM THE
TRENCHES OF THE
HUBSPOT BLOG
Corey Eridon
Managing Editor, HubSpot

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Hi, I’m Corey.
I’m the managing editor
of HubSpot’s blogs.

1. Not-So-Best Practices
2. Writing
3. People
4. Growth

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#1 BIG NAMES DON’T
EQUAL BIG RESULTS

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#2 REAL-TIME MIGHT
BE A WASTE OF TIME

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Traffic patterns
for real-time
blog posts
T
r
a
f
f
i
c
Days

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76%
Monthly post views that came
from old blog posts.

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#3 YOU DON’T NEED TO
GET SALESPEOPLE
BLOGGING

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Inbound marketing is about being helpful

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Inbound marketing is about being helpful
You should create blog content that helps your prospects

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Inbound marketing is about being helpful
You should create blog content that helps your prospects
Salespeople know what your prospects need help with

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#4 DUPLICATE
CONTENT HAS ITS
PLACE

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#5 LENGTH IS NOT AN
INDICATOR OF
QUALITY… ish

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(general blank slide)
@matthewbarby

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#6 DEPTH
DIFFERENTIATES GOOD
FROM GREAT

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Are there unanswered
questions?

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#8 YOU WON’T RUN
OUT OF THINGS TO
WRITE ABOUT

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THE INVERTED
PYRAMID
Facebook
The Evolution of Facebook Ads

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THE INVERTED
PYRAMID
Facebook
The Evolution of Facebook Ads
X Metrics You Need to Close the
Loop on Boosted Facebook Ad ROI

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T
O
P
I
C
FORMAT
BLOGGING
EMAIL
SEO
SOCIAL
MEDIA
ANALYTICS
HOW-TO LIST SLIDESHARE DATA ROUNDUP

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T
O
P
I
C
FORMAT
BLOGGING
HOW-TO LIST SLIDESHARE DATA ROUNDUP

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#9 ASK FOR (OR
PROVIDE) DEADLINES

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(general blank slide)
The Laptop Trick.

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#10 BURNOUT OCCURS
AT MONTHS 12-16

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1. Make it a true content marketing job.
2. Hone editing skills with 1:1 coaching and feedback
3. Offer more ownership over premium assets.
4. Work on secondary skills.
WAYS TO KEEP BLOGGERS ENGAGED

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#11 THE BEST
BLOGGERS HAVE A
SECONDARY SKILL

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Emma Snider
• Design
• Editing

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Jami Oetting
• Journalism
• Teaching Writing
• Coding

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Ginny Soskey
• Product Evaluation
• Agile
• Analytics

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#12 FREELANCERS COST
MORE THAN THEIR RATE

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+61% APV
Posts written by in-house
writer on TAP

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+74% APV
Posts written by in-house
writer on Marketing

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1. Provide as much context as possible up-front.
2. Offer specific feedback on an ongoing basis.
WORK BETTER WITH FREELANCERS

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Can you write this
without their SME?

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What it feels like when you
publish a blog post.
T
r
a
f
f
i
c
Days

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What it’s actually like when
you publish a blog post.
Via T. Tunguz

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76%
Monthly blog post views that
came from old posts.

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92%
Monthly blog-sourced leads
that came from old posts.
(2 years ago, it was 70%.)

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#15 NOBODY CLICKS
THE TWEET LINKS

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1%
Clicked the link to the story

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#17 FOCUS ON YOUR
LOWEST PERFORMING
CHANNELS

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Opportunities lie not in
what’s already working,
but in what’s broken.

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#18 BROADER OFFERS
LIBRARIES = BETTER
CONVERSION RATES

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240%
Conversion rate increase with
the more specific offer.

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Blogging is about more
than blog posts.

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@Corey_bos
Tweet me if you want to talk
more.

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The countdown to the end of third-party cookies has begun in Google Chrome, and the impact will be big for those reliant on them for data collection. Are you ready? Check out the experts from CallRail and Workshop Digital as we dive into the impending changes driven by Google Chrome's upcoming phase-out, and how you can navigate the challenges of a post-third-party cookie world. You’ll learn: - What the death of third-party cookies means for your current marketing strategies. - What marketers should be doing to prepare for these changes. - Strategies for success and the importance of utilizing marketing tools with zero- or first-party cookie collection. Watch Ryan Johnson and Andrew Miller as they explore the differences between third- and first-party cookies, analyze the profound implications of this transition for marketers, and introduce innovative solutions and strategies for what you should do next. If you’re reliant on third-party data and want to unlock the secrets to navigating a world without third-party cookies, then this webinar is for you. Stay ahead of the game with the best marketing tools and ensure your tactics are primed for success in this new era of digital marketing.

Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies

Search Engine Journal

In the annals of bizarre and unsettling mysteries, the “Circleville Letters” stand out as a chilling and enigmatic series of correspondences that have puzzled investigators and captured the public’s imagination for decades. Spanning several years and intertwined with tragedy, conspiracy, and unanswered questions, the story behind the Circleville Letters continues to intrigue and haunt those who delve into its perplexing details.

Unraveling the Mystery of The Circleville Letters.pptx

elizabethella096

Instant digital issuance (IDI) creates a pre-activated digital version of a new or reissued card before physical card delivery. These digital cards, available for immediate use in a digital wallet for online shopping, are highly popular with consumers, especially younger, tech-savvy cardholders. The right customer communications for Instant Digital Issuance (IDI) can boost engagement and spend. Our card marketing experts have assembled an IDI overview with definitions and best practices for the critical first touch, including examples from Chase, SoFi, Venmo, Affirm, Bank of America and Chime.

Instant Digital Issuance: An Overview With Critical First Touch Best Practices

Media Logic

First Things First: Building and Effective Marketing Strategy Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success. Key Takeaways: -Recognize the critical role of strategy in marketing -Learn our approach for building an actionable, effective marketing strategy -Receive templates and guides for developing a marketing strategy

Digital Strategy Master Class - Andrew Rupert

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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Leverage generative AI to further creativity and productivity in every marketing setting.Come learn how anyone — 🎨 graphic and 🖊️ copy consultants to CEOs — can Supercharge Creativity with Enterprise-Worthy Generative AI by designing AI systems to power their originality and 10x output. Key Takeaways: Learn new workflows and tools to leverage in marketing initiatives to be more creative — faster, better, and with further reach.Add meaningful video concepts to marketing initiatives and walk away with products and workflowsLearn the Man of the World Media Method for brand creation

Generative AI Master Class - Generative AI, Unleash Creative Opportunity - Pe...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually. In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with: • Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes • A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success • Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast

Pillar-Based Marketing Master Class - Ryan Brock

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Making small changes to your website's text for A/B tests often disappoints. Moreover, catering to diverse audiences presents its own set of hurdles. With AI capabilities like GPTs, you can tackle this challenge head-on. However, GPTs come with a blank canvas - it's up to you to define their style. In this enlightening session, Brian Massey, Managing Partner at Conversion Sciences, will unveil the secrets to crafting precise, testable, and compelling copy that speaks directly to your site's diverse prospects. Learn how to put these strategies to the test on your homepage, landing pages, or eCommerce product pages for maximum impact.

The Science of Landing Page Messaging.pdf

VWO

In a world where storytelling happens behind screens instead of around campfires, it’s easy for today’s marketers to lose touch with the powerful way stories can resonate with audiences. Whether you’re tasked with writing to your peers, your partners, your investors, or your customers, this presentation will empower you to more clearly imagine the context of your key readers and produce content that will echo their emotions, speak their language, and leave a lasting impression. Join content marketer, keynote speaker, and best-selling author Ryan Brock for a practical training session, where you’ll learn: • How to utilize market research and tools to gain valuable insight into your most important audiences’ immediate context. • How to use emotional language effectively to build a genuine connection with your audiences in the moment they need you the most. • How to communicate key value propositions from the perspective of your target audience and stick with them long after they’ve stopped reading.

Campfire Stories - Matching Content to Audience Context - Ryan Brock

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Scaling your content production and workflow with AI Learn how to work smarter rather than harder to produce high-quality content at scale with the resources you already have. Make your team faster and more productive by incorporating AI-related tools and methodologies into your workflow. In this master class, you will learn about some of the dominant AI tools for research, content development and copywriting and how to use them to expand your capabilities with little to no investment other than time. The presentation will dispel some myths and provide the key steps to get you up and running with AI incorporated into your marketing workflow, whether for yourself or your clients. Key Takeaways: You will learn about the predominant AI tools, their strengths and weaknesses, where and how to use them in your marketing efforts, related best practices, missteps to avoid, and where and how to add automation to scale your ongoing marketing activities.

Generative AI Content Creation - Andrew Jenkins

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

This session is designed to get back to the basics and focus on what will really drive traffic to you - your website and content. Join us for a transformative session where we'll redefine how you think about website effectiveness and digital marketing with your content. Discover how to leverage your website as the centrepiece of your marketing strategy, integrating SEO, automation, and content to drive meaningful results. This masterclass will highlight the importance of a well-optimized website and provide actionable strategies to turn your site and social media into a powerhouse for user engagement and conversion. Takeaways: Strategies for enhancing website engagement: Learn how to captivate your audience right from their first click with on-point design and user experience enhancements. Integrating tools for superior results: Unlock the potential of systems and platforms to refine your marketing efforts, freeing up your time to focus on your other priorities. Conversion-Optimized Content Development: Gain insights on creating cross-medium content that does more for you. This session will arm you with the knowledge and tools needed to transform your website into a core asset of your marketing strategy, driving both traffic and conversions.

Foundation First - Why Your Website and Content Matters - David Pisarek

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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Corey Eridon - 18 Hard-Earned Lessons from the Trenches of the HubSpot Blog

1. INBOUND15 18 HARD-EARNED LESSONS FROM THE TRENCHES OF THE HUBSPOT BLOG Corey Eridon Managing Editor, HubSpot

2. INBOUND15 Hi, I’m Corey. I’m the managing editor of HubSpot’s blogs.

3. 1. Not-So-Best Practices 2. Writing 3. People 4. Growth

4. INBOUND15 1 NOT-SO-BEST PRACTICES

5. INBOUND15 #1 BIG NAMES DON’T EQUAL BIG RESULTS

6. #INBOUND15 -12% APV

7. INBOUND15 #2 REAL-TIME MIGHT BE A WASTE OF TIME

8. INBOUND15 Traffic patterns for real-time blog posts T r a f f i c Days

9. INBOUND15

10. #INBOUND15 76% Monthly post views that came from old blog posts.

11. INBOUND15 #3 YOU DON’T NEED TO GET SALESPEOPLE BLOGGING

12. INBOUND15 Inbound marketing is about being helpful

13. INBOUND15 Inbound marketing is about being helpful You should create blog content that helps your prospects

14. INBOUND15 Inbound marketing is about being helpful You should create blog content that helps your prospects Salespeople know what your prospects need help with

15. INBOUND15 Inbound marketing is about being helpful You should create blog content that helps your prospects Salespeople know what your prospects need help with Get salespeople to blog

16. INBOUND15

17. INBOUND15 (general blank slide)

18. INBOUND15 #4 DUPLICATE CONTENT HAS ITS PLACE

19. INBOUND15 2 WRITING

20. INBOUND15 #5 LENGTH IS NOT AN INDICATOR OF QUALITY… ish

21. INBOUND15 (general blank slide)

22. INBOUND15 (general blank slide) @matthewbarby

23. INBOUND15 (general blank slide)

24. INBOUND15 (general blank slide)

25. INBOUND15 (general blank slide)

26. INBOUND15 #6 DEPTH DIFFERENTIATES GOOD FROM GREAT

27. INBOUND15 Are there unanswered questions?

28. INBOUND15 #7 DON’T BLOG SCARED

29. INBOUND15 (general blank slide)

30. #INBOUND15 +438% APV

31. INBOUND15 #8 YOU WON’T RUN OUT OF THINGS TO WRITE ABOUT

32. INBOUND15 THE INVERTED PYRAMID

33. INBOUND15 THE INVERTED PYRAMID Facebook

34. INBOUND15 THE INVERTED PYRAMID Facebook The Evolution of Facebook Ads

35. INBOUND15 THE INVERTED PYRAMID Facebook The Evolution of Facebook Ads X Metrics You Need to Close the Loop on Boosted Facebook Ad ROI

36. INBOUND15 T O P I C FORMAT BLOGGING EMAIL SEO SOCIAL MEDIA ANALYTICS HOW-TO LIST SLIDESHARE DATA ROUNDUP

37. INBOUND15 T O P I C FORMAT BLOGGING HOW-TO LIST SLIDESHARE DATA ROUNDUP

38. INBOUND15 T O P I C FORMAT BLOGGING HOW-TO LIST SLIDESHARE DATA ROUNDUP

39. INBOUND15 #9 ASK FOR (OR PROVIDE) DEADLINES

40. INBOUND15 (general blank slide) The Laptop Trick.

41. INBOUND15 3 STAFFING

42. INBOUND15 #10 BURNOUT OCCURS AT MONTHS 12-16

43. INBOUND15 Months 0-3

44. INBOUND15 Months 3-6

45. INBOUND15 Months 6-9

46. INBOUND15 Months 9-12

47. INBOUND15 Months 12-16

48. INBOUND15 1. Make it a true content marketing job. 2. Hone editing skills with 1:1 coaching and feedback 3. Offer more ownership over premium assets. 4. Work on secondary skills. WAYS TO KEEP BLOGGERS ENGAGED

49. INBOUND15 #11 THE BEST BLOGGERS HAVE A SECONDARY SKILL

50. INBOUND15 Emma Snider • Design • Editing

51. INBOUND15 Jami Oetting • Journalism • Teaching Writing • Coding

52. INBOUND15 Ginny Soskey • Product Evaluation • Agile • Analytics

53. INBOUND15 Why does this matter?

54. INBOUND15 #12 FREELANCERS COST MORE THAN THEIR RATE

55. #INBOUND15 +61% APV Posts written by in-house writer on TAP

56. #INBOUND15 +74% APV Posts written by in-house writer on Marketing

57. INBOUND15 1. Provide as much context as possible up-front. 2. Offer specific feedback on an ongoing basis. WORK BETTER WITH FREELANCERS

58. INBOUND15 #13 GHOSTWRITING IS A BUM RAP

59. INBOUND15 Can you write this without their SME?

60. INBOUND15 4 GROWTH & MARKETING