Blog Marketing: A Plan to Get 100K Blog Readers
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INBOUND 2012 Session Abstract: You have an inbound marketing strategy to promote your business, but do you have one for your blog? As a matter of fact, the more you build your blog’s readership, the more revenue it can generate for your business. So if you’re not strategizing about how to scale the growth of your blog, you’re definitely not making the most out of your content creation efforts. This session will teach you how to plan and execute a blogging promotional strategy utilizing HubSpot’s tools that grows traffic and subscribers so you can drive more leads and customers from your business blog.
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Blog Marketing: A Plan to Get 100K Blog Readers
- 1. Blog Marketing A Plan to Get 100K Blog Readers
- 2. #inbound12#inbound12 PAMELA VAUGHAN I’ve written more than 650 HubSpot blog posts. (I’ve also played a zombie in a HubSpot video.) @pamelump
- 3. #INBOUND12
- 4. #inbound12#inbound12 blog marketing? that’s like using a blog to promote your business, right?
- 5. #inbound12 … if you’re a newbie blogger. sure ...
- 7. #inbound12 but you’re no newbie
- 8. your blog?
- 9. it’s bigger than you think
- 11. #inbound12#inbound12 BLOG MARKETING implementing a marketing strategy to grow and scale the impact of your blog
- 12. what happens when you put your blog at the galactic center?
- 13. #inbound12
- 14. #inbound12 12% the HubSpot blog generates 12% of HubSpot’s overall monthly new leads * - HubSpot Data
- 15. #inbound12 3 STEPS TO 100K BLOG READERS 2) CONVERT VISITORS INTO SUBSCRIBERS 3) LEVERAGE EVANGELISTS 1) GET DISCOVERED
- 16. #inbound12 how to attract brand new blog readers 1) GET DISCOVERED
- 17. #inbound12 it all starts with the idea
- 18. #inbound12
- 19. #inbound12 create content that blows up your galaxy
- 22. #inbound12 sort by page views & inbound links
- 24. #inbound12#inbound12 500% a post on the HubSpot blog that has at least 50 inbound links gets 500% more views, on average * - HubSpot Blog Data
- 25. #inbound12#inbound12 STRIVE TO CREATE A ‘BIG HIT’ EVERY TIME YOU BLOG some people refer to this as ‘link bait’
- 26. #inbound12#inbound12 common tactics for creating link bait content
- 29. #inbound12#inbound12 COVER IT FIRST (AND BE COMPREHENSIVE) 37K VIEWS, 254 INBOUND LINKS
- 32. #inbound12 SHIP IT WITH A MUST-CLICK, CATCHY TITLE 29K VIEWS, 95 INBOUND LINKS
- 33. use your social media muscles
- 34. #inbound12 12% of HubSpot blog traffic comes from social media * - HubSpot Data
- 35. #inbound12#inbound12 SHARE TOP BLOG CONTENT IN SOCIAL MEDIA on Facebook, Twitter, LinkedIn, Google+, and other social networks
- 36. use high-quality, compelling visuals in your blog content
- 37. #inbound12 4xon average, photos generate 4x more Facebook shares than links * - HubSpot Facebook Data
- 41. #inbound12 SEEK GUEST BLOGGING OPPORTUNTIES get exposure to new audiences by targeting complementary blogs “This is a guest post written by Pamela Vaughan, HubSpot’s inbound marketing blog manager. Check out the HubSpot blog for more helpful inbound marketing content.”
- 42. #inbound12 use recommendation engines … both on and off your blog
- 44. #inbound12
- 46. #inbound12 get new readers to stick around 2) CONVERT VISITORS INTO SUBSCRIBERS
- 48. #inbound12#inbound12 2xbusinesses that blog more than once per week add new blog subscribers at twice the rate of businesses that blog just once per month * - Internal study of 720 HubSpot customers with 50+ email subscribers
- 49. #inbound12 you should already have this
- 50. #inbound12 CREATE A BLOG SUBSCRIPTION LANDING PAGE use this page to convert discoverers into dedicated blog readers
- 51. emphasize email subscription above the fold demonstrate the value of subscribing use social proof OPTIMIZE YOUR LANDING PAGE
- 52. #inbound12#inbound12 13%13% of monthly traffic to the HubSpot blog comes from email * - HubSpot Blog Data
- 53. #inbound12#inbound12 9xbusinesses that blog more than once per week generate 9x more blog email traffic than business that blog just once per month * - Internal study of 720 HubSpot customers with 50+ email subscribers
- 54. #inbound12#inbound12 CREATE BLOG SUBSCRIPTION CTAS use HubSpot’s Call- to-Action tool to create and A/B test CTA variations
- 55. #inbound12#inbound12 PLACE SUBSCRIPTION CTAS RIGHT ON YOUR BLOG ARTICLES be more “in your face” about converting blog visitors into subscribers
- 56. #inbound12#inbound12 ADD BLOG SUBSCRIPTION CTAS TO SMART CTA GROUPS use on other web pages to give visitors a low-commitment conversion opportunity
- 57. #inbound12#inbound12 DO A DEDICATED EMAIL SEND TO CONTACTS promote blog subscription to segments of contacts in your marketing database
- 58. #inbound12#inbound12 INCLUDE BLOG CONTENT IN LEAD NURTURING EMAILS include successful, targeted blog content in segmented workflows
- 59. #inbound12 tap into the networks of your current subscribers & evangelists 3) LEVERAGE EVANGELISTS
- 60. be an enabler
- 61. #inbound12#inbound12 ADD SOCIAL SHARING & FOLLOW BUTTONS EVERYWHERE but only those that matter to your audience
- 62. #inbound12#inbound12 7xwebsites with Twitter share buttons generate 7x more Twitter mentions than websites without * - BrightEdge Technologies
- 63. #inbound12#inbound12 use blog content in outreach
- 68. #inbound12#inbound12 SOLICIT CONTENT FROM INDUSTRY EXPERTS you’ll benefit from a big name, and they’ll share their guest blog content with their network
- 69. #inbound12#inbound12 EMAIL YOUR MOST ENGAGED CONTACTS A DEDICATED SEND OF YOUR TOP CONTENT
- 70. #inbound12#inbound12 CREATE A SMART LIST TO IDENTIFY WHO YOUR MOST ENGAGED CONTACTS ARE
- 72. #inbound12
- 73. #inbound12
- 74. at the very least, send them some lazy tweets
- 76. #inbound12 SO SHOULD YOUR BLOG MARKETING CYCLE 2) CONVERT VISITORS INTO SUBSCRIBERS 3) LEVERAGE EVANGELISTS 1) GET DISCOVERED
- 78. #inbound12 MORE TRAFFIC BIGGER MARKETING IMPACT GREATER BLOG REACH BLOG MARKETING LEADS TO …
- 79. your blog shouldn’t just be another planet in your galaxy
- 80. it should be the galactic center of its own galaxy
- 81. #inbound12#inbound12 Optimize Before You Start Blog Marketing Learn how to clean up any silly blogging bloopers so you can start implementing your blog marketing strategy. http://bit.ly/blogbloopers
Editor's Notes
- “HubSpot Keynote” will be replaced with the name of your track
- We will be scheduling a headshot day
- This is how new inbound marketers see it. They view their blog as just another channel for their business’ marketing strategy, along with other marketing assets like social media, email, landing pages, and SEO. In other words, they see their business as the center of their galaxy and all the channels as the objects around it.
- Because you’re in the advanced track!
- If you want your blog to have a bigger impact on your business’ marketing results, this is how you should look at your blog -- an active, central channel that needs its own marketing strategy. It’s the galactic center of its own galaxy. Other channels thought only to support your overall business’ marketing can also be used to grow, strengthen, and scale the impact of your blog.
- Grow the top of your blog’s funnel to generate more traffic and blog readers. In other words, increase your blog’s reach so you have more people to convert into leads and customers for your business.
- Something like this: HubSpot’s blog traffic since the beginning of time
- Then continue the cycle, because galaxies keep spinning.
- Most marketers and HubSpot customers we talk to think about blogging mainly as a way to boost SEO. This leads to blogging about keywords, not ideas. Your keywords should be factored into your blogging, but they shouldn’t be the main starting point. To take it to the next step, you need to focus on the big hit IDEAS. It’s the difference between bunting and make it onto first base, and hitting a grand slam.
- Every time the blogging team at HubSpot sits down to write a post, we’re trying to think of ideas that can blow up the internet – posts that have the potential to be virally successful.
- Which topics/types of content resonate with your readers? Does a certain type of title structure get people viewing? What formats were your “hits” in?
- This is what we like to call our “big hits.”
- Talk about benefits of link bait content – boosts SEO, keeps working for you over time
- Use your blog analytics to determine what makes good link bait for YOUR audience.
- Use your blog analytics to determine what makes good link bait for YOUR audience.
- Use your blog analytics to determine what makes good link bait for YOUR audience.
- http://www.istockphoto.com/stock-photo-17559689-woman-biceps-muscle.php?st=c1fe1c6
- The difference between posting links and posting images
- You Can move the gradient on the left for screen shots.
- Zemanta indexes your content via full RSS, categorizes that content. When Zemanta determines a match between your indexed content and a Zemanta blogger’s blog post, it suggests your content to the blogger. Plugin is free to download for bloggers. It makes their content smarter.
- This helps drive traffic from other parts of your website to your blog.
- So be sure you’re blogging consistently and frequently
- But it’s not very easy to share or link to, right?
- You Can move the gradient on the left for screen shots.
- Mention that this is literally a CTA on top of a CTA using the CTA tool
- Talk about when a “subscribe” CTA might make more sense than a lead gen offer CTA.
- Dedicated sends as well as P.S. or text-based CTA in other sends.
- Use your blog content to re-engage unengaged prospects. Not everything you link to in your workflows has to be a landing page. Your call-to-action could be to subscribe to the blog.
- http://www.istockphoto.com/stock-photo-16651936-money-being-taken.php?st=cc552a5
- http://www.istockphoto.com/stock-photo-1521858-the-great-rescue-landscape.php?st=296ab7e
- Mention other thought leaders, businesses, brands, etc., in your blog content, and reach out to let them know.
- It could lead to some social media coverage like this!
- Use thought leadership content you’ve published to reach out to journalists and media.
- It could lead to some media coverage like this.
- Use tools like GaggleAmp to leverage the social reach of your employees and other stakeholders.
- GaggleAmp is also available in the HubSpot App Markeplace!
- Send messages to your employees and stakeholders that include links to top blog posts and lazy tweets to expand the reach of your content.