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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
Housekeeping Items
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   including Q&A

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   approximately 72 hours after we conclude


    http://www.hubspot.com/hubspot-vovici-blog-
                   factory-archive/
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
About HubSpot

Inbound Marketing software
   & advice that helps SMB
      businesses grow

      2006   Founded


    2,300+   Customers


       98%   Retention


      130+   Employees
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
Blog.Vovici.com




                  7
Agenda | The Blog Factory




                            8
Agenda | The Blog Factory


 Research          Warehouse             Assembly



    Team               CapEx                    Plant


             Sources for ideas for blog posts

                                                        9
Agenda | The Blog Factory


 Research          Warehouse             Assembly



    Team               CapEx                   Plant


              Half-finished ideas in storage

                                                       10
Agenda | The Blog Factory


 Research          Warehouse            Assembly



    Team               CapEx               Plant


         Assembly of ideas and notes into posts

                                                   11
Agenda | The Blog Factory


 Research          Warehouse            Assembly



    Team               CapEx                 Plant


               Building a team of bloggers

                                                     12
Agenda | The Blog Factory


 Research          Warehouse            Assembly



    Team               CapEx                Plant


               Investments in blog topics

                                                    13
Agenda | The Blog Factory


 Research          Warehouse           Assembly



    Team               CapEx                Plant


              HubSpot.com as your factory

                                                    14
Poll

  How many ideas do you have for blog posts right now?
       0-10
       11-50
       51-100
       101-499
       500+




                                                         15
Blogging More Often Drives Results




       Source: survey of hundreds of businesses: HubSpot.com/ROI
Agenda | The Blog Factory


 Research          Warehouse             Assembly



    Team               CapEx                    Plant


             Sources for ideas for blog posts

                                                        17
Crank Up the Blogging Machine



                           Blog
                           Posts


                   Notes

                                   Ideas



                                           18
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
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
Where Do Blog Posts Come From, Daddy?


                                 538 Ideas


                                 50 Notes


                            Tomorrow’s Blog Post
Image courtesy of edupics

                                                   21
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
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
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
Agenda | The Blog Factory


 Research          Warehouse             Assembly



    Team               CapEx                   Plant


              Half-finished ideas in storage

                                                       25
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
Combined Relevance




                     27
Juxtaposition & Cross-pollination




 Customers of the      Candy Hearts     Affective & Calculative
     Future +               +                Commitment
   WarGames           Market Research             +
                        Techniques             Vulcans


                                                             28
Agenda | The Blog Factory


 Research          Warehouse            Assembly



    Team               CapEx               Plant


         Assembly of ideas and notes into posts

                                                   29
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
Optimize Blogs for SEO & New Visitors
Blogging When You Aren’t in the Mood




                                       32
Poll

How many blog posts have you published this year?
  0
  1-10
  11-25
  26-50
  51+




                                                    33
Agenda | The Blog Factory


 Research          Warehouse            Assembly



    Team               CapEx                 Plant


               Building a team of bloggers

                                                     34
The Ideal Blogger



                         Industry
                          Expert


                                 Social
                Good
                                 Media
                Writer
                                Marketer


                                           35
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
Agenda | The Blog Factory


 Research          Warehouse            Assembly



    Team               CapEx                Plant


               Investments in blog topics

                                                    37
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
Agenda | The Blog Factory


 Research          Warehouse           Assembly



    Team               CapEx                Plant


              HubSpot.com as your factory

                                                    39
Blog Visits Have Climbed Since Switching to HubSpot
                                                         720%
                                                         traffic
                                                      increase




           Blog Visits




                                                               40
The Plant: HubSpot Blogging Tools

                       Blog team can
                         •   Draft
                         •   (p)Review
                         •   Optimize
                         •   Publish
                         •   Promote
                         •   Monitor
                         •   Improve
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
Vovici Offers a Complete Feedback Application




                                                43
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
Thank you!
Check Out Our Other Webinars

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Vovici Hub Spot Blog Content Factory Final

  • 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. 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. 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. 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. About HubSpot Inbound Marketing software & advice that helps SMB businesses grow 2006 Founded 2,300+ Customers 98% Retention 130+ Employees
  • 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
  • 8. Agenda | The Blog Factory 8
  • 9. Agenda | The Blog Factory Research Warehouse Assembly Team CapEx Plant Sources for ideas for blog posts 9
  • 10. Agenda | The Blog Factory Research Warehouse Assembly Team CapEx Plant Half-finished ideas in storage 10
  • 11. Agenda | The Blog Factory Research Warehouse Assembly Team CapEx Plant Assembly of ideas and notes into posts 11
  • 12. Agenda | The Blog Factory Research Warehouse Assembly Team CapEx Plant Building a team of bloggers 12
  • 13. Agenda | The Blog Factory Research Warehouse Assembly Team CapEx Plant Investments in blog topics 13
  • 14. Agenda | The Blog Factory Research Warehouse Assembly Team CapEx Plant HubSpot.com as your factory 14
  • 15. Poll How many ideas do you have for blog posts right now? 0-10 11-50 51-100 101-499 500+ 15
  • 16. Blogging More Often Drives Results Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 17. Agenda | The Blog Factory Research Warehouse Assembly Team CapEx Plant Sources for ideas for blog posts 17
  • 18. Crank Up the Blogging Machine Blog Posts Notes Ideas 18
  • 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. 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. Where Do Blog Posts Come From, Daddy? 538 Ideas 50 Notes Tomorrow’s Blog Post Image courtesy of edupics 21
  • 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. 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. 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. Agenda | The Blog Factory Research Warehouse Assembly Team CapEx Plant Half-finished ideas in storage 25
  • 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
  • 28. Juxtaposition & Cross-pollination Customers of the Candy Hearts Affective & Calculative Future + + Commitment WarGames Market Research + Techniques Vulcans 28
  • 29. Agenda | The Blog Factory Research Warehouse Assembly Team CapEx Plant Assembly of ideas and notes into posts 29
  • 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. Optimize Blogs for SEO & New Visitors
  • 32. Blogging When You Aren’t in the Mood 32
  • 33. Poll How many blog posts have you published this year? 0 1-10 11-25 26-50 51+ 33
  • 34. Agenda | The Blog Factory Research Warehouse Assembly Team CapEx Plant Building a team of bloggers 34
  • 35. The Ideal Blogger Industry Expert Social Good Media Writer Marketer 35
  • 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. Agenda | The Blog Factory Research Warehouse Assembly Team CapEx Plant Investments in blog topics 37
  • 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. Agenda | The Blog Factory Research Warehouse Assembly Team CapEx Plant HubSpot.com as your factory 39
  • 40. Blog Visits Have Climbed Since Switching to HubSpot 720% traffic increase Blog Visits 40
  • 41. The Plant: HubSpot Blogging Tools Blog team can • Draft • (p)Review • Optimize • Publish • Promote • Monitor • Improve
  • 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. Vovici Offers a Complete Feedback Application 43
  • 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. Thank you! Check Out Our Other Webinars