blog marketing - pamela vaughan

Blog Marketing A Plan to Get 100K Blog Readers Pamela Vaughan, Inbound Marketing Manager @pamelump

ADVANCED

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PAMELA VAUGHAN

I’ve written more than 650 HubSpot blog posts. (I’ve also played a zombie in a HubSpot video.)

@pamelump

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blog marketing?

that’s like using a blog to promote your business, right?

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… if you’re a newbie blogger.

sure ...

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SEO SOCIAL MEDIA

EMAIL

LANDING PAGES

YOUR BUSINESS

BLOG

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but you’re no newbie

your blog?

it’s bigger than you think

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SEO SOCIAL MEDIA

EMAIL

LANDING PAGES

YOUR BLOG

ANALYTICS


BLOG MARKETING implementing a marketing strategy to grow and scale the impact of your blog

what happens when you put your blog at the galactic center?

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12% the HubSpot blog generates 12% of HubSpot’s overall monthly new leads

*

- HubSpot Data

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3 STEPS TO 100K BLOG READERS

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2) CONVERT VISITORS INTO SUBSCRIBERS

3) LEVERAGE EVANGELISTS

1) GET DISCOVERED

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how to attract brand new blog

readers

1) GET DISCOVERED

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it all starts with the idea

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create content that

blows up your galaxy

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USE BLOG ANALYTICS TO IDENTIFY YOUR BIG HITS

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export blog analytics

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sort by page views & inbound links

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identify trends


500% a post on the HubSpot blog that has at least 50 inbound links gets 500% more views, on average

*

- HubSpot Blog Data


STRIVE TO CREATE A ‘BIG HIT’ EVERY TIME YOU BLOG

some people refer to this as ‘link bait’


common tactics for creating link bait content


PUBLISH ORIGINAL DATA

46K VIEWS,

256 INBOUND LINKS

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6K VIEWS,

53 INBOUND LINKS

BE CONTROVERSIAL


COVER IT FIRST (AND BE COMPREHENSIVE)

37K VIEWS,

254 INBOUND LINKS

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21K VIEWS,

70 INBOUND LINKS

PROVIDE INDUSTRY EXAMPLES WITH VISUALS


BE ENTERTAINING

6K VIEWS,

254 INBOUND LINKS

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SHIP IT WITH A MUST-CLICK, CATCHY TITLE

29K VIEWS,

95 INBOUND LINKS

use your social media muscles

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12% of HubSpot blog traffic comes from social media

*

- HubSpot Data


SHARE TOP BLOG CONTENT IN SOCIAL MEDIA on Facebook, Twitter, LinkedIn, Google+, and other social networks

use high-quality, compelling visuals in your blog content

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4x on average, photos generate 4x more Facebook shares than links

*

- HubSpot Facebook Data


CREATE A PINBOARD DEDICATED TO BLOG CONTENT

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LEVERAGE SOCIAL MEDIA REAL ESTATE

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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.”

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use recommendation engines

… both on and off your blog

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SUGGEST RELATED BLOG POSTS ON OTHER WEB PAGES

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get new readers to stick around


frequency matters


2x businesses that blog more than once per week add new blog subscribers at twice the rate of businesses that blog just once per month

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- Internal study of 720 HubSpot customers with 50+ email subscribers

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you should already have this

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CREATE A BLOG SUBSCRIPTION LANDING PAGE

use 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


13% 13% of monthly traffic to the HubSpot blog comes from email

*

- HubSpot Blog Data


9x businesses 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


CREATE BLOG SUBSCRIPTION CTAS

use HubSpot’s Call-to-Action tool to create and A/B test CTA variations


PLACE SUBSCRIPTION CTAS RIGHT ON YOUR BLOG ARTICLES be more “in your face” about converting blog visitors into subscribers


ADD BLOG SUBSCRIPTION CTAS TO SMART CTA GROUPS use on other web pages to give visitors a low-commitment conversion opportunity


DO A DEDICATED EMAIL SEND TO CONTACTS

promote blog subscription to segments of contacts in your marketing database


INCLUDE BLOG CONTENT IN LEAD NURTURING EMAILS

include successful, targeted blog content in segmented workflows

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tap into the networks of your current subscribers

& evangelists


be an enabler


ADD SOCIAL SHARING & FOLLOW BUTTONS EVERYWHERE but only those that matter to your audience


7x websites with Twitter share buttons generate 7x more Twitter mentions than websites without

*

- BrightEdge Technologies


use blog content in outreach


SOCIAL MEDIA COVERAGE

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MENTION BLOG CONTENT IN PR PITCHES


MEDIA COVERAGE


SOLICIT CONTENT FROM INDUSTRY EXPERTS

you’ll benefit from a big name, and they’ll share their guest blog content with their network


EMAIL YOUR MOST ENGAGED CONTACTS A DEDICATED SEND OF YOUR TOP CONTENT


CREATE A SMART LIST TO IDENTIFY WHO YOUR MOST ENGAGED CONTACTS ARE


leverage internal resources

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at the very least, send them some lazy tweets

galaxies keep spinning

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SO SHOULD YOUR BLOG MARKETING CYCLE

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1) GET DISCOVERED

the promise of blog

marketing

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MORE TRAFFIC BIGGER

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


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


thank you.


HOW’D I DO?

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blog marketing - pamela vaughan

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