Content Marketing Case Study

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http://www.HubSpot.com Case study on Content Marketing as part of an overall inbound marketing strategy to leverage blogs, social media and SEO to generate more leads.

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Content Marketing Case Study

  1. 1. Content Marketing Case Study Importance of Content in Inbound Marketing June 2009 Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe
  2. 2. What’s HubSpot? • Inbound marketing software for SMBs • Over 1,300 customers in 2 years • 85+ employees, lots of MIT grads
  3. 3. Marketing Has Changed 1950 - 2000 2000 - 2050 3
  4. 4. Outbound Marketing
  5. 5. Outbound Marketing Challenges 800-555-1234 Annoying Salesperson
  6. 6. Inbound Marketing Blog SEO Social Media
  7. 7. Lower Your Cost / Lead www.HubSpot.com/ROI
  8. 8. Importance of Content Thought leadership SEO Social media
  9. 9. What to Publish? Blog Podcast Videos Photos Presentations eBooks News Releases
  10. 10. More Content = More Links 10
  11. 11. How Many Tickets Do You Have?
  12. 12. Content Makes You Interesting
  13. 13. Case Study: Video Two videos with over 30,000 views One attracted 43 blog articles in 2 weeks
  14. 14. Video Measurement
  15. 15. Case Study: Blog • Top 3 source of leads • 7-10% visit company website • 10-20% lead conversion rate
  16. 16. Blog Content Measurement
  17. 17. Blog Measurement
  18. 18. The Ultimate Measurement Visitors from Social Media Visitors Leads Customers SEO 5,289 754 12 Social Media 834 72 3 YouTube 511 28 1
  19. 19. Thank You! www.HubSpot.com/free-trial www.Grader .com Mike Volpe HubSpot VP Marketing Twitter: @mvolpe

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