INBOUND 2012 Session Abstract:
You have an inbound marketing strategy to promote your business, but do you have one for your blog? As a matter of fact, the more you build your blog’s readership, the more revenue it can generate for your business. So if you’re not strategizing about how to scale the growth of your blog, you’re definitely not making the most out of your content creation efforts. This session will teach you how to plan and execute a blogging promotional strategy utilizing HubSpot’s tools that grows traffic and subscribers so you can drive more leads and customers from your business blog.
41. #inbound12
SEEK GUEST
BLOGGING
OPPORTUNTIES
get exposure to new audiences by
targeting complementary blogs
“This is a guest post written
by Pamela Vaughan,
HubSpot’s inbound
marketing blog manager.
Check out the HubSpot blog
for more helpful inbound
marketing content.”
48. #inbound12#inbound12
2xbusinesses that blog more than once per week
add new blog subscribers at twice the rate of
businesses that blog just once per month
*
- Internal study of 720 HubSpot customers with 50+ email subscribers
53. #inbound12#inbound12
9xbusinesses that blog more than once per week
generate 9x more blog email traffic than
business that blog just once per month
*
- Internal study of 720 HubSpot customers with 50+ email subscribers
80. it should be the galactic center of its own galaxy
81. #inbound12#inbound12
Optimize Before You
Start Blog Marketing
Learn how to clean up any
silly blogging bloopers so
you can start implementing
your blog marketing strategy.
http://bit.ly/blogbloopers
Notes de l'éditeur
“HubSpot Keynote” will be replaced with the name of your track
We will be scheduling a headshot day
This is how new inbound marketers see it. They view their blog as just another channel for their business’ marketing strategy, along with other marketing assets like social media, email, landing pages, and SEO. In other words, they see their business as the center of their galaxy and all the channels as the objects around it.
Because you’re in the advanced track!
If you want your blog to have a bigger impact on your business’ marketing results, this is how you should look at your blog -- an active, central channel that needs its own marketing strategy. It’s the galactic center of its own galaxy. Other channels thought only to support your overall business’ marketing can also be used to grow, strengthen, and scale the impact of your blog.
Grow the top of your blog’s funnel to generate more traffic and blog readers. In other words, increase your blog’s reach so you have more people to convert into leads and customers for your business.
Something like this: HubSpot’s blog traffic since the beginning of time
Then continue the cycle, because galaxies keep spinning.
Most marketers and HubSpot customers we talk to think about blogging mainly as a way to boost SEO. This leads to blogging about keywords, not ideas. Your keywords should be factored into your blogging, but they shouldn’t be the main starting point. To take it to the next step, you need to focus on the big hit IDEAS. It’s the difference between bunting and make it onto first base, and hitting a grand slam.
Every time the blogging team at HubSpot sits down to write a post, we’re trying to think of ideas that can blow up the internet – posts that have the potential to be virally successful.
Which topics/types of content resonate with your readers? Does a certain type of title structure get people viewing? What formats were your “hits” in?
This is what we like to call our “big hits.”
Talk about benefits of link bait content – boosts SEO, keeps working for you over time
Use your blog analytics to determine what makes good link bait for YOUR audience.
Use your blog analytics to determine what makes good link bait for YOUR audience.
Use your blog analytics to determine what makes good link bait for YOUR audience.
The difference between posting links and posting images
You Can move the gradient on the left for screen shots.
Zemanta indexes your content via full RSS, categorizes that content. When Zemanta determines a match between your indexed content and a Zemanta blogger’s blog
post, it suggests your content to the blogger. Plugin is free to download for bloggers. It makes their content smarter.
This helps drive traffic from other parts of your website to your blog.
So be sure you’re blogging consistently and frequently
But it’s not very easy to share or link to, right?
You Can move the gradient on the left for screen shots.
Mention that this is literally a CTA on top of a CTA using the CTA tool
Talk about when a “subscribe” CTA might make more sense than a lead gen offer CTA.
Dedicated sends as well as P.S. or text-based CTA in other sends.
Use your blog content to re-engage unengaged prospects. Not everything you link to in your workflows has to be a landing page. Your call-to-action could be to subscribe to the blog.