Content marketing and strategies greatly impact business search rankings. Whether you have staff or a PR agency dedicated to overseeing your content or not, this online marketing session will guide you on the right path, explaining what strategies and tactics work best and why.

1. Online Marketing Summit
Dallas, TX | July 19, 2010
How to Leverage Blogs (Yours & Others)
to Increase Search Engine Visibility
Mark Roberge, HubSpot
(@markroberge) #OMSDAL
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2. Agenda
I. Intro to Inbound Marketing
II. Drive SEO through Blogging
III. Blogging Best Practices
IV. Promote Blog in Social Media
V. Convert Blog Traffic to Leads
VI. Measure Blog Success
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3. Outbound Marketing
800-555-1234
Annoying
Salesperson

4. Inbound Marketing
Blog SEO Social Media

5. Inbound Leads Cost 60% Less Than
Outbound Leads
Source: survey of hundreds of businesses: HubSpot.com/ROI

6. Reading List Suggestion
Inbound Marketing:
Get Found using Google,
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBook.com

7. Agenda
I. Intro to Inbound Marketing
II. Drive SEO through Blogging
III. Blogging Best Practices
IV. Promote Blog in Social Media
V. Convert Blog Traffic to Leads
VI. Measure Blog Success
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8. How Do You Get to the Top?
History of SEO

9. SEO = Context and Authority
Ranking Algorithm:
f(n): Context + Authority

10. Inbound Marketing
One Strategy not Three
Blog SEO Social Media

11. Two Sides of Optimization
On-Page Off-Page
(Context) (Authority)
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12. On-Page SEO (Context)
• Page Title
• Clean URL
• Headers
• Description

13. Off-Page SEO (Authority)
• Recommendations from friends
1. “I know Mark Roberge”
2. “Mark Roberge is a blogging expert”
3. Seth Godin: Mark Roberge is a blogging expert
• Links are online recommendations
1. A link: www.HubSpot.com
2. Anchor text: Internet Marketing
3. Link is from a trusted website

14. The Long Tail
The New Marketplace
Popularity
Head
Long Tail
Keywords

15. Lessons from 2,084,563 websites
SEO Tips from Website Grader

16. More Content, Better Content = Links
Source: Data from selected websites using www.WebsiteGrader.com

17. Blogging Means More
Inbound Links
Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
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18. More Visitors
Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
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19. DISCUSSION QUESTION
What are the best ways to incorporate the
rules of SEO into your blogging strategy?

20. Incorporating SEO in Your Blogging Strategy
• Use keyword tool to drive blog topic selection
• Configure blog with On-Page SEO in mind
• Include target long tail keywords in blog article titles
• Think of blog articles as link bait
• Think of blog articles as an army of sales people working for you forever

21. Agenda
I. Intro to Inbound Marketing
II. Drive SEO through Blogging
III. Blogging Best Practices
IV. Promote Blog in Social Media
V. Convert Blog Traffic to Leads
VI. Measure Blog Success
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22. DISCUSSION QUESTION
What is the best human resource strategy
for blogging?
• Outsource?
• CEO vs. Marketing vs. Interns?

23. Blog Human Resource Strategy
Domain
Knowledge
Blog
Success
Writing Skills Bandwidth

24. DISCUSSION QUESTION
How often should you blog?

25. Multiple Blog Post per Day Sustains Yield
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles
21 30 36 54 54 58
Avg. Views /
Frequency 1,304 Blog Articles on
Article 1,137 of 1,305 864 1,522 1,447
Avg. Links /
Article HubSpot 7Blog4 8
11 11 4
Avg.
Comments /
Article 12 15 15 11 18 13
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26. Agenda
I. Intro to Inbound Marketing
II. Drive SEO through Blogging
III. Blogging Best Practices
IV. Promote Blog in Social Media
V. Convert Blog Traffic to Leads
VI. Measure Blog Success
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27. Distribute Your Content
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28. Social Participation is Key to Blog Success
WHAT NOT TO DO WHAT TO DO
• Give your company • Educate / answer their
elevator pitch question
• Talk about your • Promote other good
product features content
• Bash your • Get your subject matter
competition experts involved
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29. Focus Participation on Digital Influencers
Find influencers using twitter.grader.com
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30. Blogging Increases Twitter Reach by 75%
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Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

31. Agenda
I. Intro to Inbound Marketing
II. Drive SEO through Blogging
III. Blogging Best Practices
IV. Promote Blog in Social Media
V. Convert Blog Traffic to Leads
VI. Measure Blog Success
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32. Blogs and Social Media are for Leads and Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI

33. How Does HubSpot Convert Visitors?
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34. Quality Content Behind Forms
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35. Agenda
I. Intro to Inbound Marketing
II. Drive SEO through Blogging
III. Blogging Best Practices
IV. Promote Blog in Social Media
V. Convert Blog Traffic to Leads
VI. Measure Blog Success
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36. Metric #1: Conversions from Traffic to
Leads and Sales
Sorry, data removed for public version

37. Metric #2: Subscriptions

38. Metric #3: Pageviews
• Great for media sites selling display advertising
• Potential problems for your business:
– Doesn’t measure RSS
– Weak measure of engagement
– What’s the business value of a “view”?

39. Metric #4: Comments
• Quantitatively, a good indicator of engagement
• Qualitatively, a great way to listen to market

40. Metric #5: Inbound Links
• Measure the SEO impact of your blog
• An indicator of your blog’s role in outside conversations

41. Beyond the Blog, Measure Total Reach
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42. Final Thoughts …
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43. Easy, Integrated Marketing Platform
Lead Landing Social
SEO CMS Blog Leads Analytics Expertise
Nurture Pages Media
Eloqua On-Dialog What is HubSpot?
Web CEO Radian6 Drupal
Word
Press
Lead
Lander
Google
Mktg
Profs
Manti- Web Buzz Core Mktg
Marketo Ektron Blogger VTrenz
core Position Metrics Metrics Sherpa
HubSpot

44. Who is HubSpot?
• Founded in 2006 from research at MIT
• Over 3,000 customers
• 150+ employees

45. Additional Resources
• Grade your website at www.WebsiteGrader.com
• Read the Inbound Marketing Book
www.InboundBook.com
• Take the free Inbound Marketing training
www.InboundMarketing.com
• Start your free trial of HubSpot software
www.HubSpot.com/free-trial

46. Thank You
Visit
www.onlinemarketingsummit.com
for more information
Follow us @OMSummit
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47. Tools to Get Found: SEO
• Keyword Grader
• Link Grader
• Page Grader

48. Tools to Get Found: Blog & Social Media
• Business Blog
Software
• Blog Analytics
• Social Media
Monitoring
• Social Media
Publishing

49. Tools to Convert: Leads
• Landing Pages
• Lead Intelligence
• Lead Alerts
• Visitor Profiling

50. Tools to Analyze: Competitor
Tracking

51. Tools to Analyze: Marketing
Campaigns
• Assess the effectiveness of your marketing on a campaign-by-
campaign level
• Optimize resource allocation to maximize sales