WHY & HOW TO BLOG.
What You Need to Know to Get Started
with Business Blogging.
Brought to you by
1WHAT’S A BLOG?
2BUSINESS BLOGGING PLATFORMS: AN
OVERVIEW.
3DOES BLOGGING WORK?
4HOW DO YOU WRITE GREAT BLOG POSTS?
5WHERE...
WHAT’S A BLOG?
1
A website with frequently updated
content about a specific keyword-
or topic-oriented subject.
A blog is housed on a conte...
Citrix’s Workshifting.com is a business blog.
HubSpot’s Inbound Hub at blog.hubspot.com is a
business blog.
River Pools and Spas in Virginia has a business
blog at riverpoolsandspas.com/blog.
COMPANIES BLOG
BECAUSE IT’S ONE OF
THE MOST EFFECTIVE
WAYS TO ATTRACT
POTENTIAL CUSTOMERS
TO YOUR SITE.
• Search Engines: Reading for
keywords, links, and context.
• Existing and Potential
Customers: Reading for helpful
conten...
• Anyone who wants to drive site
traffic.
• Anyone who wants to establish
thought leadership.
Blogging solves for traffic,...
BUSINESS BLOGGING
PLATFORMS:
AN OVERVIEW.
2
REMEMBER WHEN WE
MENTIONED BLOGS
WERE HOUSED ON A
CONTENT MANAGEMENT
SYSTEM (CMS)?
A stand-alone content
publishing, editing, and
management platform.
WELL, WHAT’S A CMS?
A CMS is different in that:
•It’s hosted on your domain, so SEO visibility benefits your site
(as opposed to Blogspot.com,...
Hosted Blogs:
•username.Wordpress.com
•username.Blogspot.com
•username.Tumblr.com
Lack robust features ideal for
businesse...
Blogging is only one tool businesses have
at their disposal to attract strangers to their
site to convert into happy, payi...
Unlike other CMSs, HubSpot isn’t just a CMS. It’s a suite of
integrated inbound marketing weapons.
WHAT KIND OF MARKETING ...
1. Built-in Social Publishing and Email: Google+ authorship
support, subscription emails, and social sharing.
2. Built-in ...
NO MATTER WHICH
CMS YOU CHOOSE,
MAKE SURE YOU HAVE
ACCESS TO QUALITY
CUSTOMER SUPPORT.
DOES BLOGGING
WORK?3
Blog
Social
Media
Keywo
rds
Pages
Calls-to-
Action
Landing
Pages
Forms
Contacts
Email
Workflow
s
Lead
Scoring
CRM
Integrat...
Blog
Social
Media
Keywo
rds
Pages
Calls-to-
Action
Landing
Pages
Forms
Contacts
Email
Workflow
s
Lead
Scoring
CRM
Integrat...
HOW DOES BLOGGING
SUPPORT THE ENTIRE
CUSTOMER JOURNEY,
YOU ASK?
Organic traffic converts:
•5X better than referral traffic.
•2X better than paid traffic.
BLOGGING DRIVES ORGANIC TRAFFIC ...
Once visitors arrive at your blog,
they have calls-to-action, additional
blog posts, site navigation, and
featured offers,...
Educational, helpful, or otherwise
useful content positions your
company as an industry expert and
engenders trust in your...
Blogging is gift that keeps on
giving.
If the HubSpot marketing team
stopped blogging, we’d still
generate 70-75% of our b...
The average company that blogs
generates:
•55% more website visitors.
•97% more inbound links.
•434% more indexed pages.
S...
COMPANIES THAT BLOG GENERATE 126%
MORE LEADS THAN THOSE THAT DON’T.
Source: HubSpotSurvey N = 2,300
Source: HubSpotSurvey N = 3,339
BLOGGING IS REGULARLY LINKED TO
HIGHER ROI.
• 57% of marketers who blog
monthly acquire customers
from their blog.
• 82% of marketers who blog
daily acquire customers...
AS LONG AS YOU BLOG
TO HELP YOUR
AUDIENCE ON A
CONSISTENT BASIS,
YOU’LL SEE RESULTS.
HOW DO YOU WRITE
GREAT BLOG POSTS?4
• Title: Up to 70 characters with
keywords.
• Image: With Alt text.
• Length: Typically between 300-800
words.
• Keyword D...
EVERY BLOG POST
YOU WRITE SHOULD
HAVE A PURPOSE.
• Drive a ton of traffic?
• Generate better qualified leads?
• Garner social shares?
• Establish yourself as an industry l...
• Learn how to do something.
• Think about something in a new way.
• Be entertained.
• Have their curiosity piqued.
• Adva...
1. Keyword alignment.
2. Persona alignment.
3. Good writing.
4. Scannable formatting.
5. Data or research.
THE ANATOMY OF ...
1. The topics people care about.
2. The keywords people use to
find those topics.
3. The fact that readers scan.
GOOD BLOG...
Most people only read 60%
of your blog post.
• Writing captivating titles.
• Hooking ‘em in the intro.
• Using proper grammar and spelling.
• Using clear, jargon-free ...
• Use humor.
• Get personal.
• Shock them.
• Show empathy.
• Make a promise (then
deliver on it in the rest of
the post).
...
WRITE TITLES THAT DRAW READERS IN.
Preview a content
“offer” associated
with the blog post.
Use specific and
dramatic, yet...
1. Write to communicate a message, not for word count.
2. Creating content interesting to your audience.
3. Write posts pe...
• Short paragraphs.
• Headers and sub-headers.
• At least one image.
• Internal links.
• Bullets.
• Numbered lists.
• Bold...
1. Support and add validity to your points.
2. Help you convey your message more clearly and succinctly.
3. Break up the m...
FORMATTING CAN CHANGE THIS TO …
THIS.
IN SHORT, WRITE
BLOG POSTS THAT
ARE HELPFUL TO
YOUR TARGET
AUDIENCE.
WHERE DO YOU FIND
BLOG POST IDEAS?5
CONTENT IDEAS CAN COME FROM
ANYWHERE.
1. Your idea backlog (if you don’t have one, start one).
2. Interviews.
3. Reading t...
4 CONTENT ANGLES ALREADY RIGHT UNDER
YOUR NOSE:
1. Write a post for every question a prospect or customer has
ever asked y...
NOT EVERYTHING
YOU BLOG ABOUT
HAS TO BE BRAND
NEW CONTENT.
PULL FROM CONTENT THAT ALREADY
EXISTS.
• Pull from your company collaboration tool (wiki, social
network).
• Excerpt from ...
INTERVIEW SUBJECT MATTER EXPERTS IN
YOUR FIELD.
• Ask your Sales team what questions they often hear over
the phone.
• Sam...
You can also use HubSpot’s free Blog Topic
Generator to get more than a handful of ideas.
Click Here to Get IdeasClick Her...
ADDITIONAL BLOGGING
RESOURCES.6
RESOURCES ABOUT BUSINESS BLOGGING IN
GENERAL.
Blog Post: The
Benefits of
Blogging
Blog Post: How
Long Will It
Take to See
...
RESOURCES TO HELP WITH WRITER’S
BLOCK & GETTING STARTED.
Blog Post: How
to Get Past
Writer's Block
[SlideShare]
The Market...
RESOURCES TO HELP WITH CONTENT IDEAS.
Tool: Free
Blog Topic
Generator
5 Free Blog
Post
Templates
Every
Marketer
Needs
Blog...
RESOURCES TO HELP WITH BLOGGING
EFFICIENCY.
Template:
Blogging
Editorial
Calendar
How HubSpot
Does Inbound:
Creating a
Con...
QUESTIONS?
Grow Your Business with HubSpot’s Blogging ToolsGrow Your Business with HubSpot’s Blogging Tools
What is ?
All-in-one inbound marketing software.
Get a DemoGet a Demo Video OverviewVideo Overview
Get a Free Marketing As...
THANK YOU.
Upcoming SlideShare
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Why & how to blog

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Did you know that businesses that blog average 55% more website visitors than those that don’t?

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  • Teach Your Company Why and How to Blog: Your Essential Training Presentation
  • Why & how to blog

    1. 1. WHY & HOW TO BLOG. What You Need to Know to Get Started with Business Blogging. Brought to you by
    2. 2. 1WHAT’S A BLOG? 2BUSINESS BLOGGING PLATFORMS: AN OVERVIEW. 3DOES BLOGGING WORK? 4HOW DO YOU WRITE GREAT BLOG POSTS? 5WHERE DO YOU FIND BLOG POST IDEAS? 6ADDITIONAL BLOGGING RESOURCES. CONTENTS.
    3. 3. WHAT’S A BLOG? 1
    4. 4. A website with frequently updated content about a specific keyword- or topic-oriented subject. A blog is housed on a content management system, or CMS, which we’ll talk more about later. WHAT’S A BLOG?
    5. 5. Citrix’s Workshifting.com is a business blog.
    6. 6. HubSpot’s Inbound Hub at blog.hubspot.com is a business blog.
    7. 7. River Pools and Spas in Virginia has a business blog at riverpoolsandspas.com/blog.
    8. 8. COMPANIES BLOG BECAUSE IT’S ONE OF THE MOST EFFECTIVE WAYS TO ATTRACT POTENTIAL CUSTOMERS TO YOUR SITE.
    9. 9. • Search Engines: Reading for keywords, links, and context. • Existing and Potential Customers: Reading for helpful content. • Sharers and Influencers: Reading to add value to their networks. WHO READS A BLOG?
    10. 10. • Anyone who wants to drive site traffic. • Anyone who wants to establish thought leadership. Blogging solves for traffic, authority, and relevancy. WHO SHOULD BLOG, AND WHY?
    11. 11. BUSINESS BLOGGING PLATFORMS: AN OVERVIEW. 2
    12. 12. REMEMBER WHEN WE MENTIONED BLOGS WERE HOUSED ON A CONTENT MANAGEMENT SYSTEM (CMS)?
    13. 13. A stand-alone content publishing, editing, and management platform. WELL, WHAT’S A CMS?
    14. 14. A CMS is different in that: •It’s hosted on your domain, so SEO visibility benefits your site (as opposed to Blogspot.com, WordPress.com, or Tumblr.com); •It’s more customizable; and •It has a broader feature set. HOW IS A CMS DIFFERENT FROM FREE, HOSTED BLOGS OFFERED BY WORDPRESS, BLOGGER & TUMBLR?
    15. 15. Hosted Blogs: •username.Wordpress.com •username.Blogspot.com •username.Tumblr.com Lack robust features ideal for businesses. NOT ALL BLOGGING PLATFORMS ARE CREATED EQUAL. Self-Hosted CMSs: •HubSpot •WordPress (.org) •Joomla Can be customized for company goals and branding.
    16. 16. Blogging is only one tool businesses have at their disposal to attract strangers to their site to convert into happy, paying customers. That’s why blogging works best when it’s integrated with other marketing tools. WHAT’S EVEN BETTER THAN A BLOGGING PLATFORM (CMS)?
    17. 17. Unlike other CMSs, HubSpot isn’t just a CMS. It’s a suite of integrated inbound marketing weapons. WHAT KIND OF MARKETING TOOLS?
    18. 18. 1. Built-in Social Publishing and Email: Google+ authorship support, subscription emails, and social sharing. 2. Built-in SEO: On-page keyword integration and recommendations as you type. 3. Out-of-the Box Responsive Design: No need for heavy mobile design investment. Your blog posts are consumable no matter the device. 4. Integrated Analytics: Understand what content converts. 4 REASONS IT MAKES SENSE TO BLOG ON HUBSPOT.
    19. 19. NO MATTER WHICH CMS YOU CHOOSE, MAKE SURE YOU HAVE ACCESS TO QUALITY CUSTOMER SUPPORT.
    20. 20. DOES BLOGGING WORK?3
    21. 21. Blog Social Media Keywo rds Pages Calls-to- Action Landing Pages Forms Contacts Email Workflow s Lead Scoring CRM Integrati ons Social Media Smart- Calls-to- Action Email Workflow s Attract Convert Close Delight Strangers Visitors Leads Customers Promoters BLOGGING IS OFTEN THE FIRST STEP IN TURNING STRANGERS INTO PROMOTORS OF YOUR BUSINESS.
    22. 22. Blog Social Media Keywo rds Pages Calls-to- Action Landing Pages Forms Contacts Email Workflow s Lead Scoring CRM Integrati ons Social Media Smart- Calls-to- Action Email Workflow s Attract Convert Close Delight Strangers Visitors Leads Customers Promoters BUT THAT’S NOT ALL. BLOG CONTENT SUPPORTS EVERY STAGE OF THE CUSTOMER JOURNEY.
    23. 23. HOW DOES BLOGGING SUPPORT THE ENTIRE CUSTOMER JOURNEY, YOU ASK?
    24. 24. Organic traffic converts: •5X better than referral traffic. •2X better than paid traffic. BLOGGING DRIVES ORGANIC TRAFFIC TO YOUR WEBSITE. Source: HubSpot
    25. 25. Once visitors arrive at your blog, they have calls-to-action, additional blog posts, site navigation, and featured offers, products or services to lure them into exploring more of your site. BLOGGING HELPS CONVERT THAT TRAFFIC INTO LEADS. Source: HubSpot
    26. 26. Educational, helpful, or otherwise useful content positions your company as an industry expert and engenders trust in your company. BLOGGING HELPS ESTABLISH AUTHORITY.
    27. 27. Blogging is gift that keeps on giving. If the HubSpot marketing team stopped blogging, we’d still generate 70-75% of our blog traffic from old posts! BLOGGING DRIVES LONG TERM RESULTS.
    28. 28. The average company that blogs generates: •55% more website visitors. •97% more inbound links. •434% more indexed pages. SERIOUSLY. IT WORKS. Source: HubSpot
    29. 29. COMPANIES THAT BLOG GENERATE 126% MORE LEADS THAN THOSE THAT DON’T. Source: HubSpotSurvey N = 2,300
    30. 30. Source: HubSpotSurvey N = 3,339 BLOGGING IS REGULARLY LINKED TO HIGHER ROI.
    31. 31. • 57% of marketers who blog monthly acquire customers from their blog. • 82% of marketers who blog daily acquire customers from their blog. THE MORE YOU BLOG, THE MORE CUSTOMERS YOU GENERATE.
    32. 32. AS LONG AS YOU BLOG TO HELP YOUR AUDIENCE ON A CONSISTENT BASIS, YOU’LL SEE RESULTS.
    33. 33. HOW DO YOU WRITE GREAT BLOG POSTS?4
    34. 34. • Title: Up to 70 characters with keywords. • Image: With Alt text. • Length: Typically between 300-800 words. • Keyword Density: Natural. • Calls-to-Action: Primary and Secondary. • Social Buttons: Follow and Share. WHAT ARE THE COMPONENTS OF A BLOG POST?
    35. 35. EVERY BLOG POST YOU WRITE SHOULD HAVE A PURPOSE.
    36. 36. • Drive a ton of traffic? • Generate better qualified leads? • Garner social shares? • Establish yourself as an industry leader? • Keep your readers engaged in your blog? WHAT DO YOU WANT YOUR POST TO ACHIEVE FOR YOUR BUSINESS?
    37. 37. • Learn how to do something. • Think about something in a new way. • Be entertained. • Have their curiosity piqued. • Advance their skill set. WHAT DO YOU WANT YOUR READER TO GET FROM YOUR POST?
    38. 38. 1. Keyword alignment. 2. Persona alignment. 3. Good writing. 4. Scannable formatting. 5. Data or research. THE ANATOMY OF A GREAT BLOG POST.
    39. 39. 1. The topics people care about. 2. The keywords people use to find those topics. 3. The fact that readers scan. GOOD BLOG POSTS CONSIDER:
    40. 40. Most people only read 60% of your blog post.
    41. 41. • Writing captivating titles. • Hooking ‘em in the intro. • Using proper grammar and spelling. • Using clear, jargon-free language. • Being helpful. • Being accurate. • Being succinct (edit, edit, edit!). THAT MEANS YOU NEED TO GET GOOD AT:
    42. 42. • Use humor. • Get personal. • Shock them. • Show empathy. • Make a promise (then deliver on it in the rest of the post). WRITE INTRODUCTIONS THAT TAP INTO READERS’ EMOTIONS.
    43. 43. WRITE TITLES THAT DRAW READERS IN. Preview a content “offer” associated with the blog post. Use specific and dramatic, yet accurate descriptors. Use lists and visuals [SlideShare] to convey the content will be easy to consume.
    44. 44. 1. Write to communicate a message, not for word count. 2. Creating content interesting to your audience. 3. Write posts people will want to link to. 4. Don't be self-promotional. 5. Think like a teacher: Teach your audience something useful. 6. Use visual differentiators. 6 BLOG POST WRITING TIPS.
    45. 45. • Short paragraphs. • Headers and sub-headers. • At least one image. • Internal links. • Bullets. • Numbered lists. • Bolded or italicized terms and phrases. BY “VISUAL DIFFERENTIATORS,” WE MEAN:
    46. 46. 1. Support and add validity to your points. 2. Help you convey your message more clearly and succinctly. 3. Break up the monotony of written content. 4. Help readers glean your message faster (while scanning). DATA & VISUALS ARE THE CHERRY ON TOP OF AN EXCELLENT BLOG POST. THEY CAN:
    47. 47. FORMATTING CAN CHANGE THIS TO …
    48. 48. THIS.
    49. 49. IN SHORT, WRITE BLOG POSTS THAT ARE HELPFUL TO YOUR TARGET AUDIENCE.
    50. 50. WHERE DO YOU FIND BLOG POST IDEAS?5
    51. 51. CONTENT IDEAS CAN COME FROM ANYWHERE. 1. Your idea backlog (if you don’t have one, start one). 2. Interviews. 3. Reading the news. 4. Talking to coworkers. 5. Brainstorm meetings. 6. Customer questions.
    52. 52. 4 CONTENT ANGLES ALREADY RIGHT UNDER YOUR NOSE: 1. Write a post for every question a prospect or customer has ever asked you. 2. Ask your customers and prospects what problems they’re trying to solve. 3. Take a look at what content your competitors are publishing. 4. Write about the latest industry news story.
    53. 53. NOT EVERYTHING YOU BLOG ABOUT HAS TO BE BRAND NEW CONTENT.
    54. 54. PULL FROM CONTENT THAT ALREADY EXISTS. • Pull from your company collaboration tool (wiki, social network). • Excerpt from existing content. • Reformat written and visual content. • Transcribe videos. • Turn presentations into SlideShare presentations. • Compile compelling data.
    55. 55. INTERVIEW SUBJECT MATTER EXPERTS IN YOUR FIELD. • Ask your Sales team what questions they often hear over the phone. • Same goes for Customer Service. • Interview industry pundits and authors. • Tap guest bloggers in your industry.
    56. 56. You can also use HubSpot’s free Blog Topic Generator to get more than a handful of ideas. Click Here to Get IdeasClick Here to Get Ideas
    57. 57. ADDITIONAL BLOGGING RESOURCES.6
    58. 58. RESOURCES ABOUT BUSINESS BLOGGING IN GENERAL. Blog Post: The Benefits of Blogging Blog Post: How Long Will It Take to See Results? Blog Post: 8 Things I Wish I Knew Before I Started Blogging Click to view or download the resource.
    59. 59. RESOURCES TO HELP WITH WRITER’S BLOCK & GETTING STARTED. Blog Post: How to Get Past Writer's Block [SlideShare] The Marketer’s Pocket Guide to Writing Good Blog Post: The Foolproof Formula for Writing a Solid PostClick to view or download the resource.
    60. 60. RESOURCES TO HELP WITH CONTENT IDEAS. Tool: Free Blog Topic Generator 5 Free Blog Post Templates Every Marketer Needs Blog Post: 7 Content Angles to Unhitch You From a Rut Click to view or download the resource.
    61. 61. RESOURCES TO HELP WITH BLOGGING EFFICIENCY. Template: Blogging Editorial Calendar How HubSpot Does Inbound: Creating a Content Machine Blog Post: 100 Tips & Tricks Professional Bloggers Use Click to view or download the resource.
    62. 62. QUESTIONS?
    63. 63. Grow Your Business with HubSpot’s Blogging ToolsGrow Your Business with HubSpot’s Blogging Tools
    64. 64. What is ? All-in-one inbound marketing software. Get a DemoGet a Demo Video OverviewVideo Overview Get a Free Marketing AssessmentGet a Free Marketing Assessment
    65. 65. THANK YOU.

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