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Corey Eridon - 18 Hard-Earned Lessons from the Trenches of the HubSpot Blog
This document outlines 18 lessons learned from managing HubSpot's blog. Some of the key lessons include: big name authors don't guarantee results; most traffic comes from old posts not new real-time posts; salespeople should provide topic input but not write the posts themselves; depth of content differentiates good posts from great ones; and scale comes with time as traffic and leads increase from older posts over months and years.
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Corey Eridon - 18 Hard-Earned Lessons from the Trenches of the HubSpot Blog
- 1. INBOUND15 18 HARD-EARNED LESSONS FROMTHE TRENCHES OF THE HUBSPOT BLOG Corey Eridon Managing Editor, HubSpot
- 2. INBOUND15 Hi, I’m Corey. I’mthe managing editor of HubSpot’s blogs.
- 3. 1. Not-So-Best Practices 2.Writing 3. People 4. Growth
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- 5. INBOUND15 #1 BIG NAMESDON’T EQUAL BIG RESULTS
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- 7. INBOUND15 #2 REAL-TIME MIGHT BEA WASTE OF TIME
- 8. INBOUND15 Traffic patterns for real-time blogposts T r a f f i c Days
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- 10. #INBOUND15 76% Monthly post viewsthat came from old blog posts.
- 11. INBOUND15 #3 YOU DON’TNEED TO GET SALESPEOPLE BLOGGING
- 12. INBOUND15 Inbound marketing isabout being helpful
- 13. INBOUND15 Inbound marketing isabout being helpful You should create blog content that helps your prospects
- 14. INBOUND15 Inbound marketing isabout being helpful You should create blog content that helps your prospects Salespeople know what your prospects need help with
- 15. INBOUND15 Inbound marketing isabout being helpful You should create blog content that helps your prospects Salespeople know what your prospects need help with Get salespeople to blog
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- 18. INBOUND15 #4 DUPLICATE CONTENT HASITS PLACE
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- 20. INBOUND15 #5 LENGTH ISNOT AN INDICATOR OF QUALITY… ish
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- 31. INBOUND15 #8 YOU WON’TRUN OUT OF THINGS TO WRITE ABOUT
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- 34. INBOUND15 THE INVERTED PYRAMID Facebook The Evolutionof Facebook Ads
- 35. INBOUND15 THE INVERTED PYRAMID Facebook The Evolutionof Facebook Ads X Metrics You Need to Close the Loop on Boosted Facebook Ad ROI
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- 39. INBOUND15 #9 ASK FOR(OR PROVIDE) DEADLINES
- 40. INBOUND15 (general blank slide) TheLaptop Trick.
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- 42. INBOUND15 #10 BURNOUT OCCURS ATMONTHS 12-16
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- 48. INBOUND15 1. Make ita true content marketing job. 2. Hone editing skills with 1:1 coaching and feedback 3. Offer more ownership over premium assets. 4. Work on secondary skills. WAYS TO KEEP BLOGGERS ENGAGED
- 49. INBOUND15 #11 THE BEST BLOGGERSHAVE A SECONDARY SKILL
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- 51. INBOUND15 Jami Oetting • Journalism •Teaching Writing • Coding
- 52. INBOUND15 Ginny Soskey • ProductEvaluation • Agile • Analytics
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- 54. INBOUND15 #12 FREELANCERS COST MORETHAN THEIR RATE
- 55. #INBOUND15 +61% APV Posts writtenby in-house writer on TAP
- 56. #INBOUND15 +74% APV Posts writtenby in-house writer on Marketing
- 57. INBOUND15 1. Provide asmuch context as possible up-front. 2. Offer specific feedback on an ongoing basis. WORK BETTER WITH FREELANCERS
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- 59. INBOUND15 Can you writethis without their SME?
- 60. INBOUND15 4 GROWTH &MARKETING
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- 62. INBOUND15 What it feelslike when you publish a blog post. T r a f f i c Days
- 63. INBOUND15 What it’s actuallylike when you publish a blog post. Via T. Tunguz
- 64. INBOUND15 76% Monthly blog postviews that came from old posts.
- 65. INBOUND15 92% Monthly blog-sourced leads thatcame from old posts. (2 years ago, it was 70%.)
- 66. INBOUND15 #15 NOBODY CLICKS THETWEET LINKS
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- 69. INBOUND15 1% Clicked the linkto the story
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- 73. INBOUND15 #17 FOCUS ONYOUR LOWEST PERFORMING CHANNELS
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- 76. INBOUND15 Opportunities lie notin what’s already working, but in what’s broken.
- 77. INBOUND15 #18 BROADER OFFERS LIBRARIES= BETTER CONVERSION RATES
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- 79. INBOUND15 240% Conversion rate increasewith the more specific offer.
- 80. INBOUND15 Blogging is aboutmore than blog posts.
- 81. INBOUND15 @Corey_bos Tweet me ifyou want to talk more.