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Scaling Growth Through
Inbound Marketing
Webbdagarna // 22nd March 2016
@hubspot // @matthewbarby #Webbdagarna
“Great content isn’t enough.”
@hubspot // @matthewbarby #Webbdagarna
Over 2.5 million blog posts are
published online every day.
@hubspot // @matthewbarby #Webbdagarna
@hubspot // @matthewbarby #Webbdagarna
Social Shares:
Backlinks:
Linking Domains:
@hubspot // @matthewbarby
61
4
2
http://mealime.com/resources/how-to-save-money...
Social Shares:
Backlinks:
Linking Domains:
@hubspot // @matthewbarby
61
4
2
http://mealime.com/resources/how-to-save-money...
Social Shares:
Backlinks:
Linking Domains:
@hubspot // @matthewbarby
0
9
8
http://www.wraxalls.co.uk/green-roofing-guide/
Social Shares:
Backlinks:
Linking Domains:
@hubspot // @matthewbarby
0
9
8
http://www.wraxalls.co.uk/green-roofing-guide/
Social Shares:
Backlinks:
Linking Domains:
@hubspot // @matthewbarby
463
1
1
http://www.visualistan.com/2015/01/can-we-end...
Social Shares:
Backlinks:
Linking Domains:
@hubspot // @matthewbarby
463
1
1
http://www.visualistan.com/2015/01/can-we-end...
Social Shares:
Backlinks:
Linking Domains:
@hubspot // @matthewbarby
260
177
23
https://www.getharvest.com/field-guides/pri...
Social Shares:
Backlinks:
Linking Domains:
@hubspot // @matthewbarby
260
177
23
https://www.getharvest.com/field-guides/pri...
On the other hand…
@hubspot // @matthewbarby #Webbdagarna
Social Shares:
Backlinks:
Linking Domains:
@hubspot // @matthewbarby
1.5 million
1,720
411
http://www.buzzfeed.com/expresi...
Social Shares:
Backlinks:
Linking Domains:
@hubspot // @matthewbarby
1.5 million
1,720
411
http://www.buzzfeed.com/expresi...
Social Shares:
Backlinks:
Linking Domains:
@hubspot // @matthewbarby
661,158
27,900
1,370
http://www.sanger.dk/
Social Shares:
Backlinks:
Linking Domains:
@hubspot // @matthewbarby
661,158
27,900
1,370
http://www.sanger.dk/
Morale of the story…
@hubspot // @matthewbarby #Webbdagarna
People love cats and dogs
If you don’t promote your
content, it’ll fail.
@hubspot // @matthewbarby #Webbdagarna
Some advice for common
problems…
@hubspot // @matthewbarby #Webbdagarna
Problem 1
“We have lots of content but
it doesn’t generate much
search engine traffic.”
@hubspot // @matthewbarby #Webbdagar...
@hubspot // @matthewbarby #Webbdagarna
“Backlinks matter to new
startups and established
businesses alike.”
@hubspot // @matthewbarby #Webbdagarna
@hubspot // @matthewbarby
3 options for reoptimising
existing content…
#Webbdagarna
Option 1
Internal linking from
authoritative pages.
@hubspot // @matthewbarby #Webbdagarna
@hubspot // @matthewbarby #Webbdagarna
Option 2
Content consolidation
through redirects.
@hubspot // @matthewbarby #Webbdagarna
@hubspot // @matthewbarby #Webbdagarna
Webpage A Webpage B
#5 on page 1 for “keyword A” #6 on page 1 for “keyword A”
100 b...
@hubspot // @matthewbarby #Webbdagarna
Webpage A (#5):
Webpage B (#6):
Total:
@hubspot // @matthewbarby
1,000 visits
600 visits
1,600 visits
“keyword A”: 20,000
...
@hubspot // @matthewbarby #Webbdagarna
Webpage A Webpage B
Webpage AB (#3):
% Increase:
@hubspot // @matthewbarby
2,000 visits
20%
“keyword A”: 20,000
monthly searches
#Webbdagarna
@hubspot // @matthewbarby
1  Find overlapping content.
2 Assess rankings, links & traffic.
3 Pick a winner and redirect.
#We...
Option 3
Create cluster content.
@hubspot // @matthewbarby #Webbdagarna
“If something doesn’t work,
don’t just tear it down and
start again.”
@hubspot // @matthewbarby #Webbdagarna
@hubspot // @matthewbarby #Webbdagarna
Problem 2
“We don’t generate many
leads from the traffic we
receive.”
@hubspot // @matthewbarby #Webbdagarna
@hubspot // @matthewbarby #Webbdagarna
“Don’t just start interrupting
user experience; try to
improve it.”
@hubspot // @matthewbarby #Webbdagarna
@hubspot // @matthewbarby
“46% of our monthly blog leads came from just 30
posts (out of over 6,000)!”
#Webbdagarna
The Plan
Matching user expectation
to a call-to-action.
@hubspot // @matthewbarby #Webbdagarna
Before: “how to write a press release”
@hubspot // @matthewbarby #Webbdagarna
After: “how to write a press release”
@hubspot // @matthewbarby #Webbdagarna
@hubspot // @matthewbarby #Webbdagarna
Test things.
@hubspot // @matthewbarby #Webbdagarna
@hubspot // @matthewbarby #Webbdagarna
Problem 3
“I don’t know what content
works best.”
@hubspot // @matthewbarby #Webbdagarna
Time for some data.
“If you don’t know what really
works then you’re relying on
luck to succeed.”
@hubspot // @matthewbarby #Webbdagarna
I recently ran a study that analysed
the 6,192 articles within our
marketing blog to find our ‘content
success formula’.
@h...
@hubspot // @matthewbarby
“Articles with a word count between 2,250 and 2,500
earn the most organic traffic on our blog.”
#W...
@hubspot // @matthewbarby
“Articles on our blog with headlines consisting of 11 or
14 words are shared the most on Twitter...
@hubspot // @matthewbarby
“Adding the word ‘infographic’ to our blog title
increase tweets by 100.05%, whilst ‘template’ a...
@hubspot // @matthewbarby
“On average, articles with >300 inbound links
received the largest volume of organic search traffi...
@hubspot // @matthewbarby
“On average, the more social shares an article
received, the greater the volume of inbound links...
“Great content isn’t enough.”
@hubspot // @matthewbarby #Webbdagarna
Arm your self with data.
Plan for the worst.
Diversify your acquisition channels.
@hubspot // @matthewbarby #Webbdagarna
@hubspot // @matthewbarby #Webbdagarna
@matthewbarby
@hubspot
matthewbarby.com
hubspot.com
Scaling Growth Through Inbound Marketing: #Webbdagarna Stockholm 2016 @matthewbarby
Scaling Growth Through Inbound Marketing: #Webbdagarna Stockholm 2016 @matthewbarby
Scaling Growth Through Inbound Marketing: #Webbdagarna Stockholm 2016 @matthewbarby
Scaling Growth Through Inbound Marketing: #Webbdagarna Stockholm 2016 @matthewbarby
Scaling Growth Through Inbound Marketing: #Webbdagarna Stockholm 2016 @matthewbarby
Scaling Growth Through Inbound Marketing: #Webbdagarna Stockholm 2016 @matthewbarby
Scaling Growth Through Inbound Marketing: #Webbdagarna Stockholm 2016 @matthewbarby
Scaling Growth Through Inbound Marketing: #Webbdagarna Stockholm 2016 @matthewbarby
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Scaling Growth Through Inbound Marketing: #Webbdagarna Stockholm 2016 @matthewbarby

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My slide deck from my talk at Webbdagarna Stockholm 2016. The deck focuses on common problems within inbound marketing campaigns and how to solve them in a way that's scalable.

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Scaling Growth Through Inbound Marketing: #Webbdagarna Stockholm 2016 @matthewbarby

  1. 1. Scaling Growth Through Inbound Marketing Webbdagarna // 22nd March 2016 @hubspot // @matthewbarby #Webbdagarna
  2. 2. “Great content isn’t enough.” @hubspot // @matthewbarby #Webbdagarna
  3. 3. Over 2.5 million blog posts are published online every day. @hubspot // @matthewbarby #Webbdagarna
  4. 4. @hubspot // @matthewbarby #Webbdagarna
  5. 5. Social Shares: Backlinks: Linking Domains: @hubspot // @matthewbarby 61 4 2 http://mealime.com/resources/how-to-save-money-on-groceries-ultimate-guide/
  6. 6. Social Shares: Backlinks: Linking Domains: @hubspot // @matthewbarby 61 4 2 http://mealime.com/resources/how-to-save-money-on-groceries-ultimate-guide/
  7. 7. Social Shares: Backlinks: Linking Domains: @hubspot // @matthewbarby 0 9 8 http://www.wraxalls.co.uk/green-roofing-guide/
  8. 8. Social Shares: Backlinks: Linking Domains: @hubspot // @matthewbarby 0 9 8 http://www.wraxalls.co.uk/green-roofing-guide/
  9. 9. Social Shares: Backlinks: Linking Domains: @hubspot // @matthewbarby 463 1 1 http://www.visualistan.com/2015/01/can-we-end-our-fossil-fuel-addiction-by-2050.html
  10. 10. Social Shares: Backlinks: Linking Domains: @hubspot // @matthewbarby 463 1 1 http://www.visualistan.com/2015/01/can-we-end-our-fossil-fuel-addiction-by-2050.html
  11. 11. Social Shares: Backlinks: Linking Domains: @hubspot // @matthewbarby 260 177 23 https://www.getharvest.com/field-guides/pricing/
  12. 12. Social Shares: Backlinks: Linking Domains: @hubspot // @matthewbarby 260 177 23 https://www.getharvest.com/field-guides/pricing/
  13. 13. On the other hand… @hubspot // @matthewbarby #Webbdagarna
  14. 14. Social Shares: Backlinks: Linking Domains: @hubspot // @matthewbarby 1.5 million 1,720 411 http://www.buzzfeed.com/expresident/best-cat-pictures
  15. 15. Social Shares: Backlinks: Linking Domains: @hubspot // @matthewbarby 1.5 million 1,720 411 http://www.buzzfeed.com/expresident/best-cat-pictures
  16. 16. Social Shares: Backlinks: Linking Domains: @hubspot // @matthewbarby 661,158 27,900 1,370 http://www.sanger.dk/
  17. 17. Social Shares: Backlinks: Linking Domains: @hubspot // @matthewbarby 661,158 27,900 1,370 http://www.sanger.dk/
  18. 18. Morale of the story… @hubspot // @matthewbarby #Webbdagarna
  19. 19. People love cats and dogs If you don’t promote your content, it’ll fail. @hubspot // @matthewbarby #Webbdagarna
  20. 20. Some advice for common problems… @hubspot // @matthewbarby #Webbdagarna
  21. 21. Problem 1 “We have lots of content but it doesn’t generate much search engine traffic.” @hubspot // @matthewbarby #Webbdagarna
  22. 22. @hubspot // @matthewbarby #Webbdagarna
  23. 23. “Backlinks matter to new startups and established businesses alike.” @hubspot // @matthewbarby #Webbdagarna
  24. 24. @hubspot // @matthewbarby 3 options for reoptimising existing content… #Webbdagarna
  25. 25. Option 1 Internal linking from authoritative pages. @hubspot // @matthewbarby #Webbdagarna
  26. 26. @hubspot // @matthewbarby #Webbdagarna
  27. 27. Option 2 Content consolidation through redirects. @hubspot // @matthewbarby #Webbdagarna
  28. 28. @hubspot // @matthewbarby #Webbdagarna Webpage A Webpage B #5 on page 1 for “keyword A” #6 on page 1 for “keyword A” 100 backlinks 60 backlinks
  29. 29. @hubspot // @matthewbarby #Webbdagarna
  30. 30. Webpage A (#5): Webpage B (#6): Total: @hubspot // @matthewbarby 1,000 visits 600 visits 1,600 visits “keyword A”: 20,000 monthly searches #Webbdagarna
  31. 31. @hubspot // @matthewbarby #Webbdagarna Webpage A Webpage B
  32. 32. Webpage AB (#3): % Increase: @hubspot // @matthewbarby 2,000 visits 20% “keyword A”: 20,000 monthly searches #Webbdagarna
  33. 33. @hubspot // @matthewbarby 1  Find overlapping content. 2 Assess rankings, links & traffic. 3 Pick a winner and redirect. #Webbdagarna
  34. 34. Option 3 Create cluster content. @hubspot // @matthewbarby #Webbdagarna
  35. 35. “If something doesn’t work, don’t just tear it down and start again.” @hubspot // @matthewbarby #Webbdagarna
  36. 36. @hubspot // @matthewbarby #Webbdagarna
  37. 37. Problem 2 “We don’t generate many leads from the traffic we receive.” @hubspot // @matthewbarby #Webbdagarna
  38. 38. @hubspot // @matthewbarby #Webbdagarna
  39. 39. “Don’t just start interrupting user experience; try to improve it.” @hubspot // @matthewbarby #Webbdagarna
  40. 40. @hubspot // @matthewbarby “46% of our monthly blog leads came from just 30 posts (out of over 6,000)!” #Webbdagarna
  41. 41. The Plan Matching user expectation to a call-to-action. @hubspot // @matthewbarby #Webbdagarna
  42. 42. Before: “how to write a press release” @hubspot // @matthewbarby #Webbdagarna
  43. 43. After: “how to write a press release” @hubspot // @matthewbarby #Webbdagarna
  44. 44. @hubspot // @matthewbarby #Webbdagarna
  45. 45. Test things. @hubspot // @matthewbarby #Webbdagarna
  46. 46. @hubspot // @matthewbarby #Webbdagarna
  47. 47. Problem 3 “I don’t know what content works best.” @hubspot // @matthewbarby #Webbdagarna
  48. 48. Time for some data.
  49. 49. “If you don’t know what really works then you’re relying on luck to succeed.” @hubspot // @matthewbarby #Webbdagarna
  50. 50. I recently ran a study that analysed the 6,192 articles within our marketing blog to find our ‘content success formula’. @hubspot // @matthewbarby #Webbdagarna
  51. 51. @hubspot // @matthewbarby “Articles with a word count between 2,250 and 2,500 earn the most organic traffic on our blog.” #Webbdagarna
  52. 52. @hubspot // @matthewbarby “Articles on our blog with headlines consisting of 11 or 14 words are shared the most on Twitter/Facebook.” #Webbdagarna
  53. 53. @hubspot // @matthewbarby “Adding the word ‘infographic’ to our blog title increase tweets by 100.05%, whilst ‘template’ added 114.60% more.” #Webbdagarna
  54. 54. @hubspot // @matthewbarby “On average, articles with >300 inbound links received the largest volume of organic search traffic.” #Webbdagarna
  55. 55. @hubspot // @matthewbarby “On average, the more social shares an article received, the greater the volume of inbound links.” #Webbdagarna
  56. 56. “Great content isn’t enough.” @hubspot // @matthewbarby #Webbdagarna
  57. 57. Arm your self with data. Plan for the worst. Diversify your acquisition channels. @hubspot // @matthewbarby #Webbdagarna
  58. 58. @hubspot // @matthewbarby #Webbdagarna @matthewbarby @hubspot matthewbarby.com hubspot.com

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