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Content Marketing
Case Study
Importance of Content in Inbound Marketing
June 2009
Mike Volpe
VP Marketing @HubSpot
Twitter...
What’s HubSpot?
 • Inbound marketing software for SMBs
 • Over 1,300 customers in 2 years
 • 85+ employees, lots of MIT gr...
Marketing Has Changed

       1950 - 2000          2000 - 2050




3
Outbound Marketing
Outbound Marketing Challenges
                                800-555-1234
                                Annoying
      ...
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     ...
Thank You!

www.HubSpot.com/free-trial

www.Grader .com

Mike Volpe
HubSpot VP Marketing
Twitter: @mvolpe
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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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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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