Content Marketing
Case Study
Importance of Content in Inbound Marketing
June 2009
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe

What’s HubSpot?
• Inbound marketing software for SMBs
• Over 1,300 customers in 2 years
• 85+ employees, lots of MIT grads

Marketing Has Changed
1950 - 2000 2000 - 2050
3

Outbound Marketing

Outbound Marketing Challenges
800-555-1234
Annoying
Salesperson

Inbound Marketing
Blog SEO Social Media

Lower Your Cost / Lead
www.HubSpot.com/ROI

Importance of Content
Thought leadership
SEO
Social media

What to Publish?
Blog
Podcast
Videos
Photos
Presentations
eBooks
News Releases

More Content = More Links
10

How Many Tickets Do You Have?

Content Makes You Interesting

Case Study: Video
Two videos with over 30,000 views
One attracted 43 blog articles in 2 weeks

Video Measurement

Case Study: Blog
• Top 3 source of leads
• 7-10% visit company website
• 10-20% lead conversion rate

Blog Content Measurement

Blog Measurement

The Ultimate Measurement
Visitors from Social Media
Visitors Leads Customers
SEO 5,289 754 12
Social Media 834 72 3
YouTube 511 28 1

Thank You!
www.HubSpot.com/free-trial
www.Grader .com
Mike Volpe
HubSpot VP Marketing
Twitter: @mvolpe