Discover how to find, use, and optimize your best content for Social Media from Chelsea Hunersen who run's all of @HubSpot's social.

1. #INBOUND16
LESS IS MORE: HOW TO
DO BETTER SOCIAL
WITH LESS CONTENT
How to find, use and optimize your social
content.
Chelsea Hunersen

2. #INBOUND16
EXERCISE.
Turn to your neighbor, introduce
yourself, shake your hand and mention
one thing you learned from INBOUND
this morning you want to take back to
your team.

3. #INBOUND16
Facebook Posts
3,276 1,638 13,104
LinkedIn Posts Twitter Posts

4. #INBOUND16
1. What does it mean to do more.
2. How to find the content that does more.
3. Do more with your content.
4. Create content that DOES more.
5. How to optimize your content for better results.
TODAY WE’LL DISCUSS.

5. #INBOUND16
“Excited to be talking why less is
more in social at #INBOUND16
with @ChelseaLikeNY.”

6. #INBOUND16
“Already bored talking less is
more in social at #INBOUND16
with @ChelseaLikeNY.”

7. #INBOUND16
1 WHAT DO WE MEAN BY
MORE.

8. #INBOUND16

9. #INBOUND16
WHAT DO WE
WANT MORE
OF?
• Time
• Quality
• ROI

10. #INBOUND16

11. #INBOUND16

12. #INBOUND16
DO ENOUGH TO GIVE
YOURSELF SOME
BUFFER.

13. #INBOUND16
2
HOW TO FIND THE
CONTENT THAT DOES
MORE.

14. #INBOUND16
START WITH AN AUDIT.

15. #INBOUND16
Of HubSpot’s Blog Views come
from old blog posts.
Source: HubSpot Historical Optimization
76%

16. #INBOUND16
76% of blog post views at
HubSpot come from 30 posts -
@ChelseaLikeNY #INBOUND16

17. #INBOUND16
Of HubSpot’s Social Leads in
October came from content
released in previous months.
Source: HubSpot
>99%

18. #INBOUND16
WHAT DOES THIS
HAVE TO DO WITH
SOCIAL?

19. #INBOUND16
Actions show intent, or a person’s resolve to do
something.

20. #INBOUND16
Blog posts driving the highest views
also show strong affinity for this
content. Our audience is interested
in this content and will more likely
click or share.

21. #INBOUND16
NOT ALL POSTS ARE
CREATED EQUAL.
Many are duds. Sorry.

22. #INBOUND16

23. #INBOUND16
1. Views of content
2. Clicks of content
3. Shares of content
4. Leads from content
Find Best Performing Content

24. #INBOUND16
1. Views of content
2. Clicks of content
3. Shares of content
4. Leads from content
Find Best Performing Content
Show a level of intent beyond casual.

25. #INBOUND16
FINDING LEAD
GEN POSTS.
HubSpot’s Reporting tool allows
you to build an attribution report.

26. #INBOUND16
FINDING LEAD
GEN POSTS.
Find the posts that have
generated the most leads.

27. #INBOUND16
DOWNLOAD A LIST OF
THESE POSTS.
You’ll need them for later.

28. #INBOUND16
SHARES
SHOW INTENT.
You can measure those:
• HubSpot Social Inbox
• Tools (ex. Buzzsumo, Simply
Measured)
• On Platform

29. #INBOUND16
LET’S TALK ABOUT
CLICKS.
When and why might you use them.

30. #INBOUND16
1. Compare posts against each other (copy, images etc.)
2. Measure popularity of subjects
3. Monitor in your funnel
4. Find content to fill in your schedule
Clicks Are Good To
Clicks = Shorter term strategy & testing plays.

31. #INBOUND16
FIND HIGHEST
CLICKS
You can filter in the HubSpot
social tool for all the posts you’ve
published by time, campaign and
account to find highest clicks.

32. #INBOUND16
PRO TIP: also start taking notice of what post
types do better on different days of the week.

33. #INBOUND16
FIND YOUR MOST
ENGAGING CONTENT.
And save it to use for later.

34. #INBOUND16
3 DO MORE WITH YOUR
CONTENT.

35. #INBOUND16

36. #INBOUND16
HOW TO 10X
SOCIAL?
1. Learn
2. Amplify
3. Re-use / Repurpose
4. Generate Leads

37. #INBOUND16
Use data on behavior to do social better.

38. #INBOUND16
1. Subjects that perform (ex. Productivity, Instagram)
2. Types that perform (ex. List posts, in depth posts)
3. Wording of posts (ex. Negative, positive, sarcastic)
Learn From Success

39. #INBOUND16
FUN FACT:
Negative superlatives performed
30% better than positive ones.
Both groups perform better than
non-emotive words.

40. #INBOUND16
1. Subjects that perform (ex. Productivity, Instagram)
2. Types that perform (ex. List posts, in depth posts)
3. Wording of posts (ex. Negative, positive, sarcastic)
4. Posts to re-use
5. Offers to use
Learn From Success

41. #INBOUND16
PRO TIP: be open to surprises. Don’t fear
them.

42. #INBOUND16
Once you find the unicorns, double down.

43. #INBOUND16
1. Share through employees or advocates
Amplify the Success

44. #INBOUND16
WHAT IF?
I could get this shared with
18,000+ of my closest friends.
Photo cred: @lookimfalling

45. #INBOUND16

46. #INBOUND16
1. Share through employees or advocates
2. Put $ behind your best performing posts using paid
3. Swap good content with other brands (ebook swap, co-marketing, social friends)
Amplify the Success

47. #INBOUND16
PRO TIP: in co-marketing find a company
with an audience similar to yours, but who
can offer a new perspective.

48. #INBOUND16
Build on your success, with more success.

49. #INBOUND16
1. Update and re-publish offers (blog posts, high performing content)
Re-Purpose Your Content

50. #INBOUND16
KEEP EVERGREEN POSTS YOU
CAN KEEP UPDATED.

51. #INBOUND16
1. Update and re-publish offers (blog posts, high performing content)
2. Create new copy & images for the same topics
3. Syndicate on additional assets
4. Create different mediums that can be used
Re-Purpose Your Content

52. #INBOUND16
WAYS TO
REPURPOSE
1. Video
2. Live Video (Facebook,
Periscope, YouTube)
3. Snapchat
4. Podcast
5. SlideShare
6. Stats Page

53. #INBOUND16
Re-purpose with purpose. Content should feel unique to the network, tone and topic
for which it is created.

54. #INBOUND16
PRO TIP: think of what you already have
going on and ways that can net you good
content.

55. #INBOUND16
Generate ROI from your content.

56. #INBOUND16
GENERATE
LEADS FROM
POSTS
• Put tailored calls to action on
posts
• Create offers based on posts

57. #INBOUND16
4 CREATE CONTENT THAT
DOES MORE.

58. #INBOUND16
MORE TIME TO DO
SOMETHING NEW.
With your free time.

59. #INBOUND16
1. Make it good (seriously, don’t create crap.)
2. Make it shareable (emotion, learning, social capital)
Make Your Content Enjoyable

60. #INBOUND16
WHY PEOPLE
SHARE
• Entertain, inspire, be useful
• Express who we are
• Nurture relationships
• Get the word out about causes

61. #INBOUND16
1. Make it good (seriously, don’t create crap.)
2. Make it shareable (emotion, learning, social capital)
3. Optimize it per network
4. Target it – and find the right audience.
5. Test with other people’s content
6. Write correctly
Make Your Content Enjoyable

62. #INBOUND16
Create content that is evergreen, or time-agnostic,
so that it can be reused.

63. #INBOUND16
5 OPTIMIZE YOUR CONTENT
FOR BETTER RESULTS.

64. #INBOUND16
WHEN
OPTIMIZING,
WE MAKE IT
• Relatable
• Scalable
• Testable
• Better

65. #INBOUND16
RELATABLE.
People are overwhelmed with bad
content. They just want to feel
human again.

66. #INBOUND16
RELATABLE.
KATY PERRY
JUSTIN BEIBER
TAYLOR SWIFT
93,924,929
89,392,982
81,628,965
BARACK OBAMA 78,678,522

67. #INBOUND16
SCALABLE.
Create processes that will allow
you to conserve energy. Leverage
co-workers, spreadsheets,
labeling to save time later.

68. #INBOUND16
TESTABLE.
You only know if you succeed if
you have a yard stick. Pick a
metric and set yourself up to test.

69. #INBOUND16
BETTER.
Ask yourself, would you want to
read or use your content?

70. #INBOUND16
Remember our exercise this
morning?
Try something human, even
amongst the data.

71. #INBOUND16

72. #INBOUND16
Q&A

73. #INBOUND16
THANK YOU.