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How to Coach Your Clients to Blogging Success

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How to Coach Your Clients to Blogging Success

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Class six of the HubSpot Training Program for Marketing Agencies and Consultants.

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  1. 1. Advanced Business Blogging: Coaching Clients to Blogging Success<br />Marketing AgencyTraining Program<br />November 2010<br />Peter Caputa IV<br />Partner Program Manager<br />Twitter: @pc4media<br />pcaputa@hubspot.com<br />#HubSpotBlogging<br />
  2. 2. Agenda<br />Why Blog<br />Step One: Conduct Keyword Research<br />Step Two: Write Content<br />Step Three: Optimizing Your Content<br />Step Four: Promote Your Content in Social Media<br />Step Five: Analyze How Each Blog Post Has Done<br />How to Get Help<br />
  3. 3. Exponential Effects<br />
  4. 4. Off Page SEO: Link Building<br />4<br />We believe recommendations from friends because we trust the person saying this. <br />Links trusted websites are online recommendations.<br />
  5. 5. How Do You Get Links: Have Something to Link To!<br />
  6. 6. More Indexed Pages<br />6<br />
  7. 7. More Content Drives More Visitors & Power<br />
  8. 8. More Visitors<br />8<br />
  9. 9. Blogging Means More Inbound Links<br />
  10. 10. A Nice-Looking Restaurant Site<br />
  11. 11. Another Nice-Looking Restaurant Site<br />What’s the difference?<br />
  12. 12. Blog = Better SEO, More Traffic<br />Data from website.grader.com and compete.com<br />
  13. 13. Agenda<br />Why Blog<br />Step One: Conduct Keyword Research<br />Step Two: Write Content<br />Step Three: Optimizing Your Content<br />Step Four: Promote Your Content in Social Media<br />Step Five: Analyze How Each Blog Post Has Done<br />How to Get Help<br />
  14. 14. Key #1: Identify Target Personas<br />Kadient photo by: David Meerman Scott<br />
  15. 15. What Keywords Will Attract Your Leads?<br />Fill posts with them! <br />Build an archive of content full of them!<br />
  16. 16. Pick Your Keyword Battles with Keyword Grader<br />
  17. 17. Agenda<br />Why Blog<br />Step One: Conduct Keyword Research<br />Step Two: Write Content<br />Step Three: Optimizing Your Content<br />Step Four: Promote Your Content in Social Media<br />Step Five: Analyze How Each Blog Post Has Done<br />How to Get Help<br />
  18. 18. Get Into the Content Mindset<br />Make emails into blog posts<br />Turn forum posts into blog posts<br />Shoot videos at events<br />Interview customers for your blog<br />Repurpose company data for public reports<br />Share lessons you learn<br />Create lists of trends or thoughts<br />Share & comments on links/articles you enjoy<br />Flick Photo: Cindiann<br />
  19. 19. Plan a Mix of Posts<br />News<br />Opinion<br />Feature<br />Photos<br />Video<br />
  20. 20. Raisin Bran – Basic, Everyday Posts<br />How to posts<br />Rich in keywords<br />Get good at whipping them out<br />Make sure they’re useful<br />Flickr Photo: greeneyesmilw<br />
  21. 21. Spinach – Healthy, Thoughtful Posts<br />Should establish your site as a thought leader in the industry<br />Put time into them<br />Don’t do too many<br />Flickr Photo: ulteriorepicture<br />
  22. 22. Roasts – Big Blog Projects<br />Lots of work<br />Lots of links, discussion and attention<br />Pick them well<br />
  23. 23. Tabasco – Posts That Start Fires<br />Make a bold statement<br />Be prepared to defend yourself<br />Lots of comments and links<br />Too many of these posts could lose trust<br />Flickr Photo: ANOXLOU <br />
  24. 24. Chocolate Cake – The Sweet Stuff<br />These posts make your blog fun<br />A chance to poke fun at yourself<br />Lots of traffic/links <br />Often video, images<br />Flickr Photo: scubadive67 <br />
  25. 25. Pick a Publishing Schedule<br />Once a week? Every Monday and Wednesday?<br />Stick to it<br />The goal is to build up a body of keyword-rich content (create an asset)<br />
  26. 26. Agenda<br />Why Blog<br />Step One: Conduct Keyword Research<br />Step Two: Write Content<br />Step Three: Optimizing Your Content<br />Step Four: Promote Your Content in Social Media<br />Step Five: Analyze How Each Blog Post Has Done<br />How to Get Help<br />
  27. 27. Optimize Every Blog Post<br />
  28. 28. Blog Article Analysis with Page Grader<br />
  29. 29. Convert Conversations<br />Targeted calls to action at every step<br />
  30. 30. Agenda<br />Why Blog<br />Step One: Conduct Keyword Research<br />Step Two: Write Content<br />Step Three: Optimizing Your Content<br />Step Four: Promote Your Content in Social Media<br />Step Five: Analyze How Each Blog Post Has Done<br />How to Get Help<br />
  31. 31. Publish Content to Social Media<br />
  32. 32. Good Content Spreads<br />
  33. 33. What Gets Shared?<br />Rarely <br />Shared<br />Frequently<br />Shared<br /><ul><li> Product info
  34. 34. Free trials
  35. 35. Software documentation
  36. 36. New data
  37. 37. Funny videos
  38. 38. Top-notch blog posts</li></li></ul><li>Encourage Sharing of Content<br />
  39. 39. Agenda<br />Why Blog<br />Step One: Conduct Keyword Research<br />Step Two: Write Content<br />Step Three: Optimizing Your Content<br />Step Four: Promote Your Content in Social Media<br />Step Five: Analyze How Each Blog Post Has Done<br />How to Get Help<br />
  40. 40. Pageviews<br />Which post is getting the most attention<br />
  41. 41. Comments<br />Quantitatively, a good indicator of engagement<br />Qualitatively, a great way to listen to market<br />
  42. 42. Authority: Inbound Links<br />Measure the SEO impact of your blog<br />An indicator of your blog’s role in outside conversations<br />
  43. 43. Blog Article SEO Analysis<br />
  44. 44. Blog Article Analysis<br />
  45. 45. Track Blog Subscribers<br />
  46. 46. Agenda<br />Why Blog<br />Step One: Conduct Keyword Research<br />Step Two: Write Content<br />Step Three: Optimizing Your Content<br />Step Four: Promote Your Content in Social Media<br />Step Five: Analyze How Each Blog Post Has Done<br />How to Get Help<br />
  47. 47. How to Get Help… <br />
  48. 48. Learn the Value of the HubSpot Software…<br />As a Marketing agency or consultant, you have access to longer trials IF you are interested in becoming a HubSpot Partner/Value Added Reseller <br />Start a 30 day free trial for your website. http://bit.ly/99SOv or client: http://bit.ly/7bENS<br />Gives you access to http://success.hubspot.com<br />
  49. 49. What’s HubSpot?<br />Inbound marketing software + training<br />Over 3,500 customers in 2 years<br />175 employees<br />Still growing! <br />
  50. 50. Learn the Benefits of the Value Added Reseller Program<br />Group of 200+ marketing agencies and consultants who leverage HubSpot software to more effectively and efficiently provide value to their clients. <br />Support for developing new services, building lead funnel, sales and customer support and assistance, ensuring customer ROI and success. <br />Margin share of 20% on all deals for the life of the customer<br />Additional benefits for VARs who bring on 3+ customers and maintain high customer success rates. <br />46<br />A Group that Wants to Change How the World Does Marketing!<br />
  51. 51. Ask for Help… <br />Request a Consultation with a Senior Member of the HubSpot Team to discuss your skills, goals, etc: http://www.hubspot.com/partners/marketing-agency-consultation-request<br />Apply for Sales Development Program: http://www.hubspot.com/partners/marketing-agency-sales-development-program/<br />
  52. 52. List of Upcoming Classes/Link to Recordings<br />48<br />http://www.hubspot.com/partners/training-program/classes<br />
  53. 53. Weekly Email about Upcoming Classes - Thursday<br />49<br />
  54. 54. Live Webinar: Every Tuesday @ 1PM EST<br />50<br />Additional Webinars SOMETIMES on Thursday at 2PM EST<br />
  55. 55. Register for Weekly Class(es) to Get Login<br />51<br />
  56. 56. Some Homework & Recorded Stuff Too…<br />52<br />Download: http://www.hubspot.com/partner-program--inbound-marketing-calculator<br />

Editor's Notes

  • Product demo!Keyword Gradershow keywords, sort by difficulty, explain columns what is value for blog article – write/optimize for long tail keywords to attract quality traffichow much money you save vs. paying for adwordsshow Visits by KeywordBlog Optimizer – Prashant Static Content Article
  • HUBSPOT: choose the networks your prospects/customers use the most, and add those share links(live demo)
  • My team is 4 of our most senior team members. We’re adding 2 additional team members to the team next week. If you’d like to discuss how we can you help you, request a call.During this call, we typically talk about -The challenges that are holding you back from growth- Ways to increase client acquisition and retention rates- Ways to transition from project work to securing larger and longer retainers- Recruiting, training and managing employees and contractors successfully- Identifying service offerings that can provide additional value to your clients and growth potential for you- Ways to stay steps ahead of your competition in your knowledge of how to apply technology to marketing- Setting your inbound lead generation goals based on your sales and revenue goals
  • Here are the links to start a free trial for yourself or a client. You can also go to http://www.hubspot.com/partners and complete the form to get access to these links. Please do not advertise the availability of these trials. Typically, we offer only a 7 day trial.
  • HubSpot provides software + training to help businesses get found online, convert site visitors into leads and customers. The software helps measure and analyze what’s happening, so users can improve their lead generation and customer acquisition results over time. We now have over 1500 customers and are signing up about 150 new customers every month. We are up past 90 employees now, and we are always looking for new inside sales professionals, and software developers. You can apply online at hubspot.com/careers.
  • My team is 4 of our most senior team members. We’re adding 2 additional team members to the team next week. If you’d like to discuss how we can you help you, request a call.During this call, we typically talk about -The challenges that are holding you back from growth- Ways to increase client acquisition and retention rates- Ways to transition from project work to securing larger and longer retainers- Recruiting, training and managing employees and contractors successfully- Identifying service offerings that can provide additional value to your clients and growth potential for you- Ways to stay steps ahead of your competition in your knowledge of how to apply technology to marketing- Setting your inbound lead generation goals based on your sales and revenue goals
  • - Weekly email on Thursdays w/ all of the live webinars you need to register, other homework you should complete.
  • - Weekly email on Thursdays w/ all of the live webinars you need to register, other homework you should complete.
  • - A page on our website w/ a list of the live webinars. Click the links to register and get login info each week.
  • You’ll need to regsiter each week for the classes. This is our way of checking attendance. People that attend regularly will get special attention and special perks.
  • - Homework. For example, next week, we’ll be telling you to download the inbound marketing calculator and run through the numbers for your own business.
  • Description

    Class six of the HubSpot Training Program for Marketing Agencies and Consultants.

    Transcript

    1. 1. Advanced Business Blogging: Coaching Clients to Blogging Success<br />Marketing AgencyTraining Program<br />November 2010<br />Peter Caputa IV<br />Partner Program Manager<br />Twitter: @pc4media<br />pcaputa@hubspot.com<br />#HubSpotBlogging<br />
    2. 2. Agenda<br />Why Blog<br />Step One: Conduct Keyword Research<br />Step Two: Write Content<br />Step Three: Optimizing Your Content<br />Step Four: Promote Your Content in Social Media<br />Step Five: Analyze How Each Blog Post Has Done<br />How to Get Help<br />
    3. 3. Exponential Effects<br />
    4. 4. Off Page SEO: Link Building<br />4<br />We believe recommendations from friends because we trust the person saying this. <br />Links trusted websites are online recommendations.<br />
    5. 5. How Do You Get Links: Have Something to Link To!<br />
    6. 6. More Indexed Pages<br />6<br />
    7. 7. More Content Drives More Visitors & Power<br />
    8. 8. More Visitors<br />8<br />
    9. 9. Blogging Means More Inbound Links<br />
    10. 10. A Nice-Looking Restaurant Site<br />
    11. 11. Another Nice-Looking Restaurant Site<br />What’s the difference?<br />
    12. 12. Blog = Better SEO, More Traffic<br />Data from website.grader.com and compete.com<br />
    13. 13. Agenda<br />Why Blog<br />Step One: Conduct Keyword Research<br />Step Two: Write Content<br />Step Three: Optimizing Your Content<br />Step Four: Promote Your Content in Social Media<br />Step Five: Analyze How Each Blog Post Has Done<br />How to Get Help<br />
    14. 14. Key #1: Identify Target Personas<br />Kadient photo by: David Meerman Scott<br />
    15. 15. What Keywords Will Attract Your Leads?<br />Fill posts with them! <br />Build an archive of content full of them!<br />
    16. 16. Pick Your Keyword Battles with Keyword Grader<br />
    17. 17. Agenda<br />Why Blog<br />Step One: Conduct Keyword Research<br />Step Two: Write Content<br />Step Three: Optimizing Your Content<br />Step Four: Promote Your Content in Social Media<br />Step Five: Analyze How Each Blog Post Has Done<br />How to Get Help<br />
    18. 18. Get Into the Content Mindset<br />Make emails into blog posts<br />Turn forum posts into blog posts<br />Shoot videos at events<br />Interview customers for your blog<br />Repurpose company data for public reports<br />Share lessons you learn<br />Create lists of trends or thoughts<br />Share & comments on links/articles you enjoy<br />Flick Photo: Cindiann<br />
    19. 19. Plan a Mix of Posts<br />News<br />Opinion<br />Feature<br />Photos<br />Video<br />
    20. 20. Raisin Bran – Basic, Everyday Posts<br />How to posts<br />Rich in keywords<br />Get good at whipping them out<br />Make sure they’re useful<br />Flickr Photo: greeneyesmilw<br />
    21. 21. Spinach – Healthy, Thoughtful Posts<br />Should establish your site as a thought leader in the industry<br />Put time into them<br />Don’t do too many<br />Flickr Photo: ulteriorepicture<br />
    22. 22. Roasts – Big Blog Projects<br />Lots of work<br />Lots of links, discussion and attention<br />Pick them well<br />
    23. 23. Tabasco – Posts That Start Fires<br />Make a bold statement<br />Be prepared to defend yourself<br />Lots of comments and links<br />Too many of these posts could lose trust<br />Flickr Photo: ANOXLOU <br />
    24. 24. Chocolate Cake – The Sweet Stuff<br />These posts make your blog fun<br />A chance to poke fun at yourself<br />Lots of traffic/links <br />Often video, images<br />Flickr Photo: scubadive67 <br />
    25. 25. Pick a Publishing Schedule<br />Once a week? Every Monday and Wednesday?<br />Stick to it<br />The goal is to build up a body of keyword-rich content (create an asset)<br />
    26. 26. Agenda<br />Why Blog<br />Step One: Conduct Keyword Research<br />Step Two: Write Content<br />Step Three: Optimizing Your Content<br />Step Four: Promote Your Content in Social Media<br />Step Five: Analyze How Each Blog Post Has Done<br />How to Get Help<br />
    27. 27. Optimize Every Blog Post<br />
    28. 28. Blog Article Analysis with Page Grader<br />
    29. 29. Convert Conversations<br />Targeted calls to action at every step<br />
    30. 30. Agenda<br />Why Blog<br />Step One: Conduct Keyword Research<br />Step Two: Write Content<br />Step Three: Optimizing Your Content<br />Step Four: Promote Your Content in Social Media<br />Step Five: Analyze How Each Blog Post Has Done<br />How to Get Help<br />
    31. 31. Publish Content to Social Media<br />
    32. 32. Good Content Spreads<br />
    33. 33. What Gets Shared?<br />Rarely <br />Shared<br />Frequently<br />Shared<br /><ul><li> Product info
    34. 34. Free trials
    35. 35. Software documentation
    36. 36. New data
    37. 37. Funny videos
    38. 38. Top-notch blog posts</li></li></ul><li>Encourage Sharing of Content<br />
    39. 39. Agenda<br />Why Blog<br />Step One: Conduct Keyword Research<br />Step Two: Write Content<br />Step Three: Optimizing Your Content<br />Step Four: Promote Your Content in Social Media<br />Step Five: Analyze How Each Blog Post Has Done<br />How to Get Help<br />
    40. 40. Pageviews<br />Which post is getting the most attention<br />
    41. 41. Comments<br />Quantitatively, a good indicator of engagement<br />Qualitatively, a great way to listen to market<br />
    42. 42. Authority: Inbound Links<br />Measure the SEO impact of your blog<br />An indicator of your blog’s role in outside conversations<br />
    43. 43. Blog Article SEO Analysis<br />
    44. 44. Blog Article Analysis<br />
    45. 45. Track Blog Subscribers<br />
    46. 46. Agenda<br />Why Blog<br />Step One: Conduct Keyword Research<br />Step Two: Write Content<br />Step Three: Optimizing Your Content<br />Step Four: Promote Your Content in Social Media<br />Step Five: Analyze How Each Blog Post Has Done<br />How to Get Help<br />
    47. 47. How to Get Help… <br />
    48. 48. Learn the Value of the HubSpot Software…<br />As a Marketing agency or consultant, you have access to longer trials IF you are interested in becoming a HubSpot Partner/Value Added Reseller <br />Start a 30 day free trial for your website. http://bit.ly/99SOv or client: http://bit.ly/7bENS<br />Gives you access to http://success.hubspot.com<br />
    49. 49. What’s HubSpot?<br />Inbound marketing software + training<br />Over 3,500 customers in 2 years<br />175 employees<br />Still growing! <br />
    50. 50. Learn the Benefits of the Value Added Reseller Program<br />Group of 200+ marketing agencies and consultants who leverage HubSpot software to more effectively and efficiently provide value to their clients. <br />Support for developing new services, building lead funnel, sales and customer support and assistance, ensuring customer ROI and success. <br />Margin share of 20% on all deals for the life of the customer<br />Additional benefits for VARs who bring on 3+ customers and maintain high customer success rates. <br />46<br />A Group that Wants to Change How the World Does Marketing!<br />
    51. 51. Ask for Help… <br />Request a Consultation with a Senior Member of the HubSpot Team to discuss your skills, goals, etc: http://www.hubspot.com/partners/marketing-agency-consultation-request<br />Apply for Sales Development Program: http://www.hubspot.com/partners/marketing-agency-sales-development-program/<br />
    52. 52. List of Upcoming Classes/Link to Recordings<br />48<br />http://www.hubspot.com/partners/training-program/classes<br />
    53. 53. Weekly Email about Upcoming Classes - Thursday<br />49<br />
    54. 54. Live Webinar: Every Tuesday @ 1PM EST<br />50<br />Additional Webinars SOMETIMES on Thursday at 2PM EST<br />
    55. 55. Register for Weekly Class(es) to Get Login<br />51<br />
    56. 56. Some Homework & Recorded Stuff Too…<br />52<br />Download: http://www.hubspot.com/partner-program--inbound-marketing-calculator<br />

    Editor's Notes

  • Product demo!Keyword Gradershow keywords, sort by difficulty, explain columns what is value for blog article – write/optimize for long tail keywords to attract quality traffichow much money you save vs. paying for adwordsshow Visits by KeywordBlog Optimizer – Prashant Static Content Article
  • HUBSPOT: choose the networks your prospects/customers use the most, and add those share links(live demo)
  • My team is 4 of our most senior team members. We’re adding 2 additional team members to the team next week. If you’d like to discuss how we can you help you, request a call.During this call, we typically talk about -The challenges that are holding you back from growth- Ways to increase client acquisition and retention rates- Ways to transition from project work to securing larger and longer retainers- Recruiting, training and managing employees and contractors successfully- Identifying service offerings that can provide additional value to your clients and growth potential for you- Ways to stay steps ahead of your competition in your knowledge of how to apply technology to marketing- Setting your inbound lead generation goals based on your sales and revenue goals
  • Here are the links to start a free trial for yourself or a client. You can also go to http://www.hubspot.com/partners and complete the form to get access to these links. Please do not advertise the availability of these trials. Typically, we offer only a 7 day trial.
  • HubSpot provides software + training to help businesses get found online, convert site visitors into leads and customers. The software helps measure and analyze what’s happening, so users can improve their lead generation and customer acquisition results over time. We now have over 1500 customers and are signing up about 150 new customers every month. We are up past 90 employees now, and we are always looking for new inside sales professionals, and software developers. You can apply online at hubspot.com/careers.
  • My team is 4 of our most senior team members. We’re adding 2 additional team members to the team next week. If you’d like to discuss how we can you help you, request a call.During this call, we typically talk about -The challenges that are holding you back from growth- Ways to increase client acquisition and retention rates- Ways to transition from project work to securing larger and longer retainers- Recruiting, training and managing employees and contractors successfully- Identifying service offerings that can provide additional value to your clients and growth potential for you- Ways to stay steps ahead of your competition in your knowledge of how to apply technology to marketing- Setting your inbound lead generation goals based on your sales and revenue goals
  • - Weekly email on Thursdays w/ all of the live webinars you need to register, other homework you should complete.
  • - Weekly email on Thursdays w/ all of the live webinars you need to register, other homework you should complete.
  • - A page on our website w/ a list of the live webinars. Click the links to register and get login info each week.
  • You’ll need to regsiter each week for the classes. This is our way of checking attendance. People that attend regularly will get special attention and special perks.
  • - Homework. For example, next week, we’ll be telling you to download the inbound marketing calculator and run through the numbers for your own business.
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