Vovici Hub Spot Blog Content Factory Final

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You know that blogging is key to powering your inbound marketing engine to drive traffic and leads, but how do you move past the first few entries to frequently create meaningful posts?



You can't approach a blog as if you were writing poetry, waiting for inspiration. You need a practical, proven method of idea generation. To excel at inbound blogging, you need a factory that systematically pumps out fresh blog posts that search engines can find and your audience will love to read.

These slides are the content from a 60 minute webinar plus Q&A explains how to apply regular planning principles to the generation of great web content. Learn from Jeffrey Henning, Founder & CTO of Vovici, one of the most prolific market-research bloggers writing today. Jeffrey, who posts fresh content daily at blog.vovici.com, has been blogging since 2000 and will share techniques you can use to blog your way to marketing success.

Published in: Business, Technology

Vovici Hub Spot Blog Content Factory Final

  1. 1. Today’s webinar will begin shortly Please note there are TWO ways to hear the audio portion of this webcast: 1 2 Streaming Audio through Via Telephone Your Computer’s Use Dial In Information listed in the Speakers Go To Webinar Console
  2. 2. HubSpot Case Study Vovici’s Blog Factory Delivers Customers Featuring: Jeffrey Henning, Founder & VP Strategy, Vovici Moderator: Kirsten Knipp, Director Product Evangelism, HubSpot Image: courtesy of blogs.worldbank.org
  3. 3. Housekeeping Items • Today’s webinar is scheduled to last 1 hour including Q&A • All dial-in participants will be muted to enable the speakers to present without interruption • Questions can be submitted via the Go To Webinar ‘Questions’ screen at any time • Get the slides & a recording of this presentation approximately 72 hours after we conclude http://www.hubspot.com/hubspot-vovici-blog- factory-archive/
  4. 4. About Our Speakers Jeffrey Henning Founder & VP Strategy Co-founder of Perseus, which combined with WebSurveyor to form Vovici in 2006. Earlier roles in market research at BIS. Blogger extraordinaire. @jhenning Kirsten Knipp Director, Product Evangelism Professional tech & social media marketer with experience in telco, semiconductors, enterprise & SMB software. Recovering hotelier. @kirstenpetra
  5. 5. About HubSpot Inbound Marketing software & advice that helps SMB businesses grow 2006 Founded 2,300+ Customers 98% Retention 130+ Employees
  6. 6. About Vovici SELECTED CUSTOMERS 60% Of the Fortune 500 2,000 Customers in over 47 countries 150 Million completed surveys in more than 115 different languages. 16 Years of industry experience, leadership and innovation KEY PARTNERS 6
  7. 7. Blog.Vovici.com 7
  8. 8. Agenda | The Blog Factory 8
  9. 9. Agenda | The Blog Factory Research Warehouse Assembly Team CapEx Plant Sources for ideas for blog posts 9
  10. 10. Agenda | The Blog Factory Research Warehouse Assembly Team CapEx Plant Half-finished ideas in storage 10
  11. 11. Agenda | The Blog Factory Research Warehouse Assembly Team CapEx Plant Assembly of ideas and notes into posts 11
  12. 12. Agenda | The Blog Factory Research Warehouse Assembly Team CapEx Plant Building a team of bloggers 12
  13. 13. Agenda | The Blog Factory Research Warehouse Assembly Team CapEx Plant Investments in blog topics 13
  14. 14. Agenda | The Blog Factory Research Warehouse Assembly Team CapEx Plant HubSpot.com as your factory 14
  15. 15. Poll How many ideas do you have for blog posts right now? 0-10 11-50 51-100 101-499 500+ 15
  16. 16. Blogging More Often Drives Results Source: survey of hundreds of businesses: HubSpot.com/ROI
  17. 17. Agenda | The Blog Factory Research Warehouse Assembly Team CapEx Plant Sources for ideas for blog posts 17
  18. 18. Crank Up the Blogging Machine Blog Posts Notes Ideas 18
  19. 19. Light Bulb = Idea We credit Edison with inventing the light bulb He really invented the long-lasting filament He and his team of researchers investigated over a thousand filaments You must be as diligent in collecting ideas “Genius is 1% inspiration and 99% perspiration.” 19
  20. 20. Shape of an Idea Title Idea: “Dunbar’s Number is Nonsense” Subjects: “talk about leadership work of Jeanne Bliss” Links: “Respondents' anonymity must be strictly preserved...” - ICC/ESOMAR International Code of Marketing and Social Research Practice, paragraph 4 Quotes: “The future is here today. It's just not evenly distributed.” - William Gibson FAQ: Answers to frequently asked questions Charts, Graphs, Slides, Cartoons… 20
  21. 21. Where Do Blog Posts Come From, Daddy? 538 Ideas 50 Notes Tomorrow’s Blog Post Image courtesy of edupics 21
  22. 22. Idea Management System Come up with topic buckets Develop your list of categories Generate ideas for each category Collect your ideas in one place A Word document using the outliner Excel PowerPoint SharePoint for collaboration 22
  23. 23. The Research Lab: Great Sources of Ideas Questions from prospects Questions from customers Ideas from coworkers Social-media conversations Communities Surveys for a series of posts 23
  24. 24. Posts Themselves are a Source of Ideas Spin-off posts (to keep posts under 800 words) Realizing need for detailed introduction to a post Phrases you wish you had a post to link to Comments to past posts 24
  25. 25. Agenda | The Blog Factory Research Warehouse Assembly Team CapEx Plant Half-finished ideas in storage 25
  26. 26. Half-Baked Ideas Example: Dunbar’s Number is Nonsense Research article "The size of the matter“ PluggedInCo blog post expanded on a CNet article on Dunbar and Facebook Popularized by The Tipping Point but misapplied General Mills’ advice on advantages of small MROCs Ingredients for half-baked ideas Excerpts from blogs and books Link collections Notes to yourself Other ideas 26
  27. 27. Combined Relevance 27
  28. 28. Juxtaposition & Cross-pollination Customers of the Candy Hearts Affective & Calculative Future + + Commitment WarGames Market Research + Techniques Vulcans 28
  29. 29. Agenda | The Blog Factory Research Warehouse Assembly Team CapEx Plant Assembly of ideas and notes into posts 29
  30. 30. Chunk Up Whitepapers for Blog Posts Whitepapers are a great source of content But don’t treat them as a 5- part series Too daunting for readers Too easy to postpone reading until the series is finished Publish posts individually at intervals When done, write a roundup post linking to all the rest 30
  31. 31. Optimize Blogs for SEO & New Visitors
  32. 32. Blogging When You Aren’t in the Mood 32
  33. 33. Poll How many blog posts have you published this year? 0 1-10 11-25 26-50 51+ 33
  34. 34. Agenda | The Blog Factory Research Warehouse Assembly Team CapEx Plant Building a team of bloggers 34
  35. 35. The Ideal Blogger Industry Expert Social Good Media Writer Marketer 35
  36. 36. Build a Team Look to unconventional sources for talent The recent graduate who loves Twitter The employee who runs a homebrew blog in spare time Many hands make light work Split up duties Have an editor Divide posting schedule Consider hiring a journalist 36
  37. 37. Agenda | The Blog Factory Research Warehouse Assembly Team CapEx Plant Investments in blog topics 37
  38. 38. Survey Projects Topic research Survey house list or current readers to determine what topics they want covered Great source of original content CE IQ study 38
  39. 39. Agenda | The Blog Factory Research Warehouse Assembly Team CapEx Plant HubSpot.com as your factory 39
  40. 40. Blog Visits Have Climbed Since Switching to HubSpot 720% traffic increase Blog Visits 40
  41. 41. The Plant: HubSpot Blogging Tools Blog team can • Draft • (p)Review • Optimize • Publish • Promote • Monitor • Improve
  42. 42. Duplicate Blog Success with HubSpot 90% experienced a traffic increase 86% experienced lead increases HubSpot Customers say Blogging plus Search Engine Optimization are top success factors HubSpot software and advice can support your business blogging efforts. No time to blog: consider a HubSpot Service provider  http://services.hubspot.com/blog-article-writing/ MIT ROI Study, Jan 2010
  43. 43. Vovici Offers a Complete Feedback Application 43
  44. 44. We Welcome your Questions Jeffrey Henning Founder & VP Strategy @jhenning jhenning@vovici.com 1-800-787-8755 x 550 Kirsten Knipp Director, Product Evangelism @kirstenpetra kknipp@hubspot.com 1-617-401-2840
  45. 45. Thank you! Check Out Our Other Webinars

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