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Inbound Certification
Brought to you by HubSpot Academy
The Fundamentals of Blogging
Professor: Dee Dee de Kenessey
CLASS ...
1
WHY DOES BLOGGING
HELP YOUR INBOUND
MARKETING?
WHAT IS BLOGGING?
Your blog is a place to regularly publish and promote new
content related to your business and industry.
Do they want to learn
more about the topic?
Strategically promote offers.
If your visitor wants to learn more, provide the...
STAND OUT AS AN EXPERT
IN YOUR INDUSTRY.
BUILD TRUST.
2HOW DO YOU CREATE A
SUCCESSFUL BLOG?
Pick a topic and a title.
Promote your blog posts.
Analyze the performance of your blog posts.
BLOGGING BEST PRACTICES
Pro...
Pick a topic and a title.
Promote your blog posts.
Analyze the performance of your blog posts.
BLOGGING BEST PRACTICES
Pro...
Write
educational content.
Answer the questions or problems that
people are searching for answers to.
WRITE ABOUT YOUR
INDUSTRY,
NOT YOURSELF.
• What are the most frequently asked questions?
• What do your buyer personas need help with?
• What do you wish people kn...
When picking a topic, do keyword research.
Which keywords do your buyer personas use? Which are associated with your indus...
PICK ONE TOPIC TO FOCUS
ON PER POST.
Pick a topic and a title.
Promote your blog posts.
Analyze the performance of your blog posts.
BLOGGING BEST PRACTICES
Pro...
Start with a
working title.
Start here to narrow your topic down
and focus on one single angle.
“Choosing paint colors”
“T...
Include a
long-tail keyword
in the title.
It should be based on the topic
you’ve chosen for the post.
Make the value of the post clear.
Set the right expectations – what is the reader going to get out of it?
Shorten the title to under 60 characters.
Google only shows the first 50-60 characters of a title in search results.
WHICH TITLE FOLLOWS BEST PRACTICES?
A. The Key to a Good Meeting
B. How to Have a Team Meeting Where People Pay Attention ...
WHICH TITLE FOLLOWS BEST PRACTICES?
A. The Key to a Good Meeting
B. How to Have a Team Meeting Where People Pay Attention ...
Pick a topic and a title.
Promote your blog posts.
Analyze the performance of your blog posts.
BLOGGING BEST PRACTICES
Pro...
Looking for more?
Get the full class experience and more
with the free Inbound Certification.
Use whitespace.
It allows the visitor to focus on the
content, not the clutter.
Use section headers,
bullets or numbered lists
to break up information.
Bold important information.
Help readers quickly understand the key takeaways from the post.
Include images to break text up visually.
Place an image at the top of each post to entice your visitors to read more.
Pick a topic and a title.
Promote your blog posts.
Analyze the performance of your blog posts.
BLOGGING BEST PRACTICES
Pro...
Is it used naturally
in the body?
Is it in the URL?
Is it in the
image alt-text?
Is it in the page title?
Optimize the pos...
Include relevant
internal and external
links within the
content.
Pick a topic and a title.
Promote your blog posts.
Analyze the performance of your blog posts.
BLOGGING BEST PRACTICES
Pro...
USE YOUR BLOG TO
STRATEGICALLY
PROMOTE YOUR
CURRENT OFFERS.
Feature calls-to-action on the blog sidebar.
These will appear on every post, so they should target a large segment of you...
Include a call-to-action at the end of each post.
This offer should be relevant to the content that a visitor has just rea...
Pick a topic and a title.
Promote your blog posts.
Analyze the performance of your blog posts.
BLOGGING BEST PRACTICES
Pro...
Link internally to
your blog posts.
Leverage your website.
Promote recent or popular posts on
your blog sidebar, and add a blog
link to your main website navi...
Share posts on social media.
Promote them when you publish and include social sharing buttons at the top of the posts.
Promote posts via email.
Send your buyer personas relevant content, include posts in newsletters, and
create a blog digest...
Pick a topic and a title.
Promote your blog posts.
Analyze the performance of your blog posts.
BLOGGING BEST PRACTICES
Pro...
Look at the number of views for each blog post.
Look at the number of clicks on the call-to-action at the
end of an indivi...
Look at the number of views for each blog post.
Look at the number of clicks on the call-to-action at the
end of an indivi...
Look at the number of views for each blog post.
Look at the number of clicks on the call-to-action at the
end of an indivi...
WRITE CONSISTENTLY AND
FREQUENTLY.
WHAT DOES A
SUCCESSFUL BLOG
POST LOOK LIKE?
3
Writing about
their industry,
not themselves
Educational
subject
Did they pick a good topic?
Topic their buyer
personas wa...
Long-tail keyword
Value of the
post is clear
Did they pick a compelling title?
The title pops!
Under
60 characters
Whitespace
Bolding
Which formatting best practices do you see?
Section header
Image
URLPage title
Is the post optimized for search engines?
Image alt-text
Body
Subscription
form
Are they promoting their offers?
Could use
the sidebar
to promote
an offer
Content offer
relevant to
the...
Social following
buttons
Social sharing
buttons
Are they promoting their post?
Links to
latest posts
Ready for more?
Get the full class experience and more
with the free Inbound Certification.
GET INBOUND CERTIFIED.
START TODAY
Inbound Certification
Brought to you by HubSpot Academy
Inbound Certification Class 4: The Fundamentals of Blogging
Inbound Certification Class 4: The Fundamentals of Blogging
Inbound Certification Class 4: The Fundamentals of Blogging
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Inbound Certification Class 4: The Fundamentals of Blogging

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Blogging is an essential part of being an inbound marketer, helping you to easily and effectively draw prospects to your website. This training will walk though the fundamental strategy for creating a successful blog, so that you can begin to attract new visitors and convert them into leads.

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Inbound Certification Class 4: The Fundamentals of Blogging

  1. 1. Inbound Certification Brought to you by HubSpot Academy The Fundamentals of Blogging Professor: Dee Dee de Kenessey CLASS 04
  2. 2. 1 WHY DOES BLOGGING HELP YOUR INBOUND MARKETING?
  3. 3. WHAT IS BLOGGING? Your blog is a place to regularly publish and promote new content related to your business and industry.
  4. 4. Do they want to learn more about the topic? Strategically promote offers. If your visitor wants to learn more, provide them with that next step. Do they want to subscribe?
  5. 5. STAND OUT AS AN EXPERT IN YOUR INDUSTRY. BUILD TRUST.
  6. 6. 2HOW DO YOU CREATE A SUCCESSFUL BLOG?
  7. 7. Pick a topic and a title. Promote your blog posts. Analyze the performance of your blog posts. BLOGGING BEST PRACTICES Promote offers on your blog to increase lead generation. Format and optimize the post.
  8. 8. Pick a topic and a title. Promote your blog posts. Analyze the performance of your blog posts. BLOGGING BEST PRACTICES Promote offers on your blog to increase lead generation. Format and optimize the post.
  9. 9. Write educational content. Answer the questions or problems that people are searching for answers to.
  10. 10. WRITE ABOUT YOUR INDUSTRY, NOT YOURSELF.
  11. 11. • What are the most frequently asked questions? • What do your buyer personas need help with? • What do you wish people knew about your industry? • What are industry bloggers, social media and your competitors talking about? BRAINSTORM A LIST OF TOPICS
  12. 12. When picking a topic, do keyword research. Which keywords do your buyer personas use? Which are associated with your industry? Write about those topics to get found and start ranking higher in search results.
  13. 13. PICK ONE TOPIC TO FOCUS ON PER POST.
  14. 14. Pick a topic and a title. Promote your blog posts. Analyze the performance of your blog posts. BLOGGING BEST PRACTICES Promote offers on your blog to increase lead generation. Format and optimize the post.
  15. 15. Start with a working title. Start here to narrow your topic down and focus on one single angle. “Choosing paint colors” “The Best Colors to Paint Your Kitchen” TOPIC WORKING TITLE
  16. 16. Include a long-tail keyword in the title. It should be based on the topic you’ve chosen for the post.
  17. 17. Make the value of the post clear. Set the right expectations – what is the reader going to get out of it?
  18. 18. Shorten the title to under 60 characters. Google only shows the first 50-60 characters of a title in search results.
  19. 19. WHICH TITLE FOLLOWS BEST PRACTICES? A. The Key to a Good Meeting B. How to Have a Team Meeting Where People Pay Attention and Don’t Fall Asleep at the Table Instead C. Meeting Leadership Skills D. How to Stop Holding Boring Team Meetings
  20. 20. WHICH TITLE FOLLOWS BEST PRACTICES? A. The Key to a Good Meeting B. How to Have a Team Meeting Where People Pay Attention and Don’t Fall Asleep at the Table Instead C. Meeting Leadership Skills D. How to Stop Holding Boring Team Meetings
  21. 21. Pick a topic and a title. Promote your blog posts. Analyze the performance of your blog posts. BLOGGING BEST PRACTICES Promote offers on your blog to increase lead generation. Format and optimize the post.
  22. 22. Looking for more? Get the full class experience and more with the free Inbound Certification.
  23. 23. Use whitespace. It allows the visitor to focus on the content, not the clutter.
  24. 24. Use section headers, bullets or numbered lists to break up information.
  25. 25. Bold important information. Help readers quickly understand the key takeaways from the post.
  26. 26. Include images to break text up visually. Place an image at the top of each post to entice your visitors to read more.
  27. 27. Pick a topic and a title. Promote your blog posts. Analyze the performance of your blog posts. BLOGGING BEST PRACTICES Promote offers on your blog to increase lead generation. Format and optimize the post.
  28. 28. Is it used naturally in the body? Is it in the URL? Is it in the image alt-text? Is it in the page title? Optimize the post around the long-tail keyword. Is it in the headers? Is it in the post title?
  29. 29. Include relevant internal and external links within the content.
  30. 30. Pick a topic and a title. Promote your blog posts. Analyze the performance of your blog posts. BLOGGING BEST PRACTICES Promote offers on your blog to increase lead generation. Format and optimize the post.
  31. 31. USE YOUR BLOG TO STRATEGICALLY PROMOTE YOUR CURRENT OFFERS.
  32. 32. Feature calls-to-action on the blog sidebar. These will appear on every post, so they should target a large segment of your visitors.
  33. 33. Include a call-to-action at the end of each post. This offer should be relevant to the content that a visitor has just read.
  34. 34. Pick a topic and a title. Promote your blog posts. Analyze the performance of your blog posts. BLOGGING BEST PRACTICES Promote offers on your blog to increase lead generation. Format and optimize the post.
  35. 35. Link internally to your blog posts.
  36. 36. Leverage your website. Promote recent or popular posts on your blog sidebar, and add a blog link to your main website navigation.
  37. 37. Share posts on social media. Promote them when you publish and include social sharing buttons at the top of the posts.
  38. 38. Promote posts via email. Send your buyer personas relevant content, include posts in newsletters, and create a blog digest email for your subscribers.
  39. 39. Pick a topic and a title. Promote your blog posts. Analyze the performance of your blog posts. BLOGGING BEST PRACTICES Promote offers on your blog to increase lead generation. Format and optimize the post.
  40. 40. Look at the number of views for each blog post. Look at the number of clicks on the call-to-action at the end of an individual post. BLOG METRICS TO ANALYZE Filter your most popular articles by topic, author or channel of promotion.
  41. 41. Look at the number of views for each blog post. Look at the number of clicks on the call-to-action at the end of an individual post. BLOG METRICS TO ANALYZE Filter your most popular articles by topic, author or channel of promotion.
  42. 42. Look at the number of views for each blog post. Look at the number of clicks on the call-to-action at the end of an individual post. BLOG METRICS TO ANALYZE Filter your most popular articles by topic, author or channel of promotion.
  43. 43. WRITE CONSISTENTLY AND FREQUENTLY.
  44. 44. WHAT DOES A SUCCESSFUL BLOG POST LOOK LIKE? 3
  45. 45. Writing about their industry, not themselves Educational subject Did they pick a good topic? Topic their buyer personas want to hear about
  46. 46. Long-tail keyword Value of the post is clear Did they pick a compelling title? The title pops! Under 60 characters
  47. 47. Whitespace Bolding Which formatting best practices do you see? Section header Image
  48. 48. URLPage title Is the post optimized for search engines? Image alt-text Body
  49. 49. Subscription form Are they promoting their offers? Could use the sidebar to promote an offer Content offer relevant to the topic at the bottom of the post
  50. 50. Social following buttons Social sharing buttons Are they promoting their post? Links to latest posts
  51. 51. Ready for more? Get the full class experience and more with the free Inbound Certification.
  52. 52. GET INBOUND CERTIFIED. START TODAY
  53. 53. Inbound Certification Brought to you by HubSpot Academy

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