Business Blog Marketing: Tips and Case Studies
 

Business Blog Marketing: Tips and Case Studies

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Business Blogging: Tips and Case Studies - presentation from Marketing Profs Digital Mixer #MPDM - www.MikeVolpe.com/mpdm

Business Blogging: Tips and Case Studies - presentation from Marketing Profs Digital Mixer #MPDM - www.MikeVolpe.com/mpdm

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Business Blog Marketing: Tips and Case Studies Business Blog Marketing: Tips and Case Studies Presentation Transcript

  • Business Blogging:Tips and Case Studies
    Mike Volpe
    Twitter: @mvolpe
    Charlie King
    Twitter: @CharlieKingGolf
    Ilya Mirman
    Twitter: @IlyaMirman
  • Marketing is Changing
    1950 - 2000
    2000 - 2050
  • Outbound Marketing
  • Outbound Marketing is Harder
    800-555-1234
    Annoying
    Salesperson
  • More Bad News…
  • The Good News…
    www.HubSpot.com/ROI
  • Inbound Marketing
  • Inbound Gives Leverage
  • Budget vs. Brains
    Flickr: Refracted Moments
    Flickr: Gaetoan Lee
  • Advice for the road ahead
  • Stop thinking like a
    marketer or advertiser.
  • Start thinking like a
    publisher and socializer.
  • Some Ideas and Case Studies
    Flickr: Gaetoan Lee
  • Target Content to Your Personas
    Kadient photo by: David Meerman Scott
  • What Gets Shared?
    Rarely
    Shared
    Frequently
    Shared
    • Product info
    • Free trials
    • Software documentation
    • New market data
    • Educational content
    • Top-notch blog posts
  • Content Makes You Interesting
  • Case Study: HubSpot Blog
    Top 3 source of leads
    ~10% visit company website
    ~10-20% lead conversion rate
  • SEO and Social Help Blog Results
    25-30% of visitors from SEO
    Google is 90% of our SEO traffic
    20-25% of visitors from social media
    Stumbleupon
    Twitter
    Facebook
    Reddit
    Delicious
    Digg
    LinkedIn
    Friendfeed
  • Blog Article Performance Metrics
  • Traffic, Leads and Sales
  • …By Channel or Source
    Visitors
    Leads
    Sales
    SEO
    Social
    Media
  • Case Study: Reynolds Golf Academy
    Charlie King
    Director of Instruction
    Reynolds Plantation
    Twitter: @CharlieKingGolf
  • Reynolds Golf Academy
    Golf school near Atlanta / Augusta led by GOLF MAGAZINE Top 100 Instructor Charlie King
    Golf lessons / schools and corporate outings on a 16-acre campus w/6,550 sq-ft indoor teaching center and state-of-the-art technology
    Marketing: magazine ads and direct mail
    GOAL:
    More website traffic and leads
    More cost effective marketing & business growth
  • What We Did
    Blog
    4-6 articles a month
    SEO optimized, keyword rich
    Video
    23 videos, include in blog articles
    eBook
    “New Rules of Golf Instruction”
  • Results
    • 50 times more web leads
    • Over 600 blog subscribers
    • Thousands of eBook downloads
  • Tips and Takeaways
    • Content is King - you can be your own media mogul
    • Get started before your competition to get ahead
    • Make SEO part of your blogging strategy
    • Even non-technology businesses can benefit from a blog
  • Case Study: Cilk Arts
    Ilya Mirman
    VP Marketing
    Cilk Arts
    Twitter: @IlyaMirman
  • Cilk Arts, Inc.
    Mission:
    To provide the easiest, quickest, and most reliable way to optimize application performance on multicore processors.
    Our Goal:
    Owna multicore programming standard
    Cilk++ Runtime on every processor
    Cilk++ used by all C/C++ multi-coders
    [Update: Cilk Arts acquired by Intel in July]
  • Go To Market Approach
    Open source business model
    “You share / we share” public license
    Low-touch, low-cost sales model
    Broad awareness, trial, adoption
    Big bet on Inbound Marketing
    No sales people
    Hired 1 marketer (me) 8 months before shipping product to implement Inbound Marketing approach
    Blog as primary marketing vehicle
    Entire team contributed (~1 post per week)
    Helped us engage with the developers we hoped to serve; understand what content they’re interested in
  • Results
    Reached over 100,000 developers
    Traffic and awareness matched or exceeded competitors
    Adoption at >250 universities worldwide
    >6,200 inbound links
    >3,000 leads
    • Blog posts boosted search engine rankings for key terms
  • Get the whole team engaged
    Don’t obsess over
    # of comments
    Don’t know ahead of time which topics will strike a chord
    Links drove our search engine rank
  • Metrics: Visits, Sources, Links
    Inbound Links
  • Do…
    Get your whole organization engaged in contributing content
    A small, dedicated team can drive some real traffic and interest
    If no serious commitment, blog will fail
    Be real, be genuine
    Let your personality come out
    Build an editorial calendar with a broad set of interesting, valuable content
    Target the key personas you care about
    You’ll discover which topics are worth investing more in
    Invite guests to contribute
    Leverage content in many ways
    Blog, e-Books, Tutorials, etc.
    Consumable via YouTube, SlideShare, social media sites, etc.
  • Don’t…
    …be a blatant, self-centered commercial
    …focus on just one topic
    …make your blog your only social media effort; instead, spend time on other blogs, community sites, and contribute
    …worry about # of comments
    …worry about slow periods (# of visitors, subscribers, comments)
  • Summary
  • Additional Resources
    Facebook Marketing eBook
    http://www.hubspot.com/facebook-for-business-marketing-hub/
    Twitter Marketing eBook
    http://www.hubspot.com/twitter-marketing-hub/
    Social Media Marketing Kit
    http://www.hubspot.com/twitter-marketing-hub/
    Blog: http://Blog.HubSpot.com
  • Q&A
    Mike Volpe
    Twitter: @mvolpe
    Charlie King
    Twitter: @CharlieKingGolf
    Ilya Mirman
    Twitter: @IlyaMirman
    Free Trial of HubSpot: www.HubSpot.com/free-trial
  • Appendix
  • What’s HubSpot?
    • Marketing software for SMBs
    • Over 1,800 customers in 2 years
    • 100+ employees, lots of MIT grads
  • http://www.youtube.com/watch?v=Q3yCB7AvvAk
  • http://www.youtube.com/watch?v=4-lGe5MnBlY
  • Case Study: Website Grader
    Free interactive tool
    1.5 million URLs
    40,000 inbound links
    5,000 websites w/ badge & link
    4,500 Del.icio.us bookmarks
    Great PR coverage (TechCrunch, RWW)
    50,000+ visitors from StumbleUpon
    100,000+ opt-in emails & leads
  • Case Study: HubSpot TV
    Weekly video podcast
    80-100 live viewers
    1-2K views / episode
    Top 10 marketing podcast in iTunes
    70,000 views in first year
    Guests: MC Hammer, Biz Stone, David Meerman Scott, Chris Brogan