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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.

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