Upload
pamela-vaughan
View
43
Download
1
Embed Size (px)
Citation preview
Blog MarketingA Plan to Get 100K Blog Readers
#inbound12#inbound12
PAMELAVAUGHANI’ve written more than 650 HubSpot blog posts. (I’ve also played a zombie in a HubSpot video.)
@pamelump
#INBOUND12
#inbound12#inbound12
blog marketing? that’s like using a blog to promote your business, right?
#inbound12
… if you’re a newbie
blogger.
sure ...
#inbound12
SEO SOCIAL MEDIA
LANDING PAGES
YOUR BUSINESS
BLOG
#inbound12
but you’re no newbie
your blog?
it’s bigger than you think
#inbound12
SEO SOCIAL MEDIA
LANDING PAGES
YOUR BLOG
ANALYTICS
#inbound12#inbound12
BLOG MARKETINGimplementing a marketing
strategy to grow and scale the impact of your blog
what happens when you put your blog at the galactic center?
#inbound12
#inbound12
12%the HubSpot blog generates 12% of HubSpot’s overall monthly new leads
*
- HubSpot Data
#inbound12
3 STEPS TO 100K BLOG READERS
2) CONVERT VISITORS INTO SUBSCRIBERS3) LEVERAGE
EVANGELISTS
1) GET DISCOVERED
#inbound12
how to attract brand new blog
readers
1) GET DISCOVERED
#inbound12
it all starts with the idea
#inbound12
#inbound12
create content that blows up your galaxy
#inbound12
USE BLOG ANALYTICS TO IDENTIFY YOUR BIG HITS
#inbound12
export blog analytics
#inbound12
sort by page views & inbound links
#inbound12
identify trends
#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
#inbound12#inbound12
STRIVE TO CREATE A ‘BIG HIT’ EVERY TIME YOU BLOGsome people refer to this as ‘link bait’
#inbound12#inbound12
common tactics for creating link bait
content
#inbound12#inbound12
PUBLISH ORIGINAL DATA 46K VIEWS,
256 INBOUND
LINKS
#inbound12
6K VIEWS,53
INBOUND LINKS
BE CONTROVERSIAL
#inbound12#inbound12
COVER IT FIRST (AND BE COMPREHENSIVE)
37K VIEWS,254
INBOUND LINKS
#inbound12
21K VIEWS,70
INBOUND LINKS
PROVIDE INDUSTRY EXAMPLES WITH VISUALS
#inbound12#inbound12
BE ENTERTAINING6K VIEWS,
254 INBOUND LINKS
#inbound12
SHIP IT WITH A MUST-CLICK, CATCHY TITLE29K VIEWS,
95 INBOUND
LINKS
use your social media muscles
#inbound12
12%of HubSpot blog traffic comes from social media
*
- HubSpot Data
#inbound12#inbound12
SHARE TOP BLOG CONTENT IN SOCIAL MEDIAon Facebook, Twitter, LinkedIn, Google+, and other social networks
use high-quality, compelling visuals in your blog content
#inbound12
4xon average, photos generate 4x more Facebook shares than links
*
- HubSpot Facebook Data
#inbound12#inbound12
CREATE A PINBOARD DEDICATED TO BLOG CONTENT
#inbound12
LEVERAGE SOCIAL MEDIA REAL ESTATE
#inbound12
SEEK GUEST BLOGGING OPPORTUNTIESget 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.”
#inbound12
use recommendation engines
… both on and off your blog
#inbound12
#inbound12#inbound12
SUGGEST RELATED BLOG POSTS ON OTHER WEB PAGES
#inbound12
get new readers to stick
around
2) CONVERT VISITORS
INTO SUBSCRIBER
S
frequency matters
#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
#inbound12
you should already have this
#inbound12
CREATE A BLOG SUBSCRIPTION LANDING
PAGEuse this page to convert discoverers into dedicated blog
readers
emphasize email subscription above the fold
demonstrate the value of subscribing
use social proof
OPTIMIZE YOUR LANDING PAGE
#inbound12#inbound12
13%13% of monthly traffic to the HubSpot blog comes from email
*
- HubSpot Blog Data
#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
#inbound12#inbound12
CREATE BLOGSUBSCRIPTIONCTASuse HubSpot’s Call-to-Action tool to create and A/B test CTA variations
#inbound12#inbound12
PLACE SUBSCRIPTIONCTAS RIGHT ON YOUR BLOG ARTICLESbe more “in your face” about converting blog visitors into subscribers
#inbound12#inbound12
ADD BLOG SUBSCRIPTION CTAS TO SMART CTA GROUPSuse on other web pages to give visitors a low-commitment conversion opportunity
#inbound12#inbound12
DO A DEDICATED EMAIL SEND TO CONTACTSpromote blog subscription to segments of contacts in your marketing database
#inbound12#inbound12
INCLUDE BLOG CONTENT IN LEAD NURTURING EMAILSinclude successful, targeted blog content in segmented workflows
#inbound12
tap into the networks of your
current subscribers & evangelists
3) LEVERAGE EVANGELISTS
be an enabler
#inbound12#inbound12
ADD SOCIAL SHARING & FOLLOW BUTTONS EVERYWHEREbut only those that matter to your audience
#inbound12#inbound12
7xwebsites with Twitter share buttons generate 7x more Twitter mentions than websites without
*
- BrightEdge Technologies
#inbound12#inbound12
use blog content in outreach
#inbound12#inbound12
#inbound12#inbound12
SOCIAL MEDIA COVERAGE
#inbound12
MENTION BLOG CONTENT IN PR PITCHES
#inbound12#inbound12
MEDIA COVERAGE
#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
#inbound12#inbound12
EMAIL YOUR MOST ENGAGED CONTACTS A DEDICATED SEND OF YOUR TOP CONTENT
#inbound12#inbound12
CREATE A SMART LIST TO IDENTIFY WHO YOUR MOST ENGAGED CONTACTS ARE
#inbound12#inbound12
leverage internal resources
#inbound12
#inbound12
at the very least, send them some lazy tweets
galaxies keep spinning
#inbound12
SO SHOULD YOUR BLOG MARKETING CYCLE
2) CONVERT VISITORS INTO SUBSCRIBERS3) LEVERAGE
EVANGELISTS
1) GET DISCOVERED
the promise of blog marketing
#inbound12
MORE TRAFFICBIGGER
MARKETING IMPACT
GREATER BLOG REACH
BLOG MARKETING LEADS TO …
your blog shouldn’t just be another planet in your galaxy
it should be the galactic center of its own galaxy
#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