Advanced Business Blogging: Coaching Clients to Blogging Success
Marketing AgencyTraining Program
November 2010
Peter Caputa IV
Partner Program Manager
Twitter: @pc4media
[email protected]#HubSpotBlogging
Agenda
• Why Blog• Step One: Conduct Keyword Research• Step Two: Write Content• Step Three: Optimizing Your Content• Step Four: Promote Your Content in Social Media• Step Five: Analyze How Each Blog Post Has Done• How to Get Help
Exponential Effects
Blog
SEO• More Traffic• More Links
Social Media• Even More Traffic• Even More Links• More Content
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Off Page SEO: Link Building
We believe recommendations from friends because we trust the
person saying this.
Links trusted websites are online recommendations.
How Do You Get Links: Have Something to Link To!
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More Indexed Pages
More Content Drives More Visitors & Power
1 2 3 4 5 6 7 8 9 10 1,000
10,000
100,000
1,000,000
10,000,000
Average Pages per Website by Page Rank
Page Rank (10 is best)
Ave
rag
e #
of
Web
pag
es
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More Visitors
Blogging Means More Inbound Links
A Nice-Looking Restaurant Site
Another Nice-Looking Restaurant Site
What’s the difference?
Blog = Better SEO, More Traffic
Website Grade
Google Indexed Pages
Monthly Unique Visitors
www.craigieonmain.com 96 215 3,901
www.greenstreetgrill.com 66 6 Too Little Traffic to Estimate
Data from website.grader.com and compete.com
Agenda
• Why Blog• Step One: Conduct Keyword Research• Step Two: Write Content• Step Three: Optimizing Your Content• Step Four: Promote Your Content in Social Media• Step Five: Analyze How Each Blog Post Has Done• How to Get Help
Key #1: Identify Target Personas
Kadient photo by: David Meerman Scott
What Keywords Will Attract Your Leads?
Fill posts with them! Build an archive of content full of them!
Pick Your Keyword Battles with Keyword Grader
Agenda
• Why Blog• Step One: Conduct Keyword Research• Step Two: Write Content• Step Three: Optimizing Your Content• Step Four: Promote Your Content in Social Media• Step Five: Analyze How Each Blog Post Has Done• How to Get Help
Get Into the Content Mindset
• Make emails into blog posts• Turn forum posts into blog posts• Shoot videos at events• Interview customers for your blog• Repurpose company data for
public reports• Share lessons you learn• Create lists of trends or thoughts• Share & comments on
links/articles you enjoy
Flick Photo: Cindiann
Plan a Mix of Posts
News
Feature
Video
Photos
Opinion
Raisin Bran – Basic, Everyday Posts
• How to posts• Rich in keywords• Get good at whipping
them out• Make sure they’re
useful
Flickr Photo: greeneyesmilw
Spinach – Healthy, Thoughtful Posts
• Should establish your site as a thought leader in the industry
• Put time into them• Don’t do too many
Flickr Photo: ulteriorepicture
Roasts – Big Blog Projects
• Lots of work• Lots of links, discussion
and attention• Pick them well
Tabasco – Posts That Start Fires
• Make a bold statement• Be prepared to defend
yourself• Lots of comments and
links• Too many of these posts
could lose trust
Flickr Photo: ANOXLOU
Chocolate Cake – The Sweet Stuff
• These posts make your blog fun
• A chance to poke fun at yourself
• Lots of traffic/links • Often video, images
Flickr Photo: scubadive67
Pick a Publishing Schedule
• Once a week? Every Monday and Wednesday?
• Stick to it• The goal is to build up a body of
keyword-rich content (create an asset)
Agenda
• Why Blog• Step One: Conduct Keyword Research• Step Two: Write Content• Step Three: Optimizing Your Content• Step Four: Promote Your Content in Social Media• Step Five: Analyze How Each Blog Post Has Done• How to Get Help
Optimize Every Blog Post
Blog Article Analysis with Page Grader
Convert Conversations
Targeted calls to action at every step
Agenda
• Why Blog• Step One: Conduct Keyword Research• Step Two: Write Content• Step Three: Optimizing Your Content• Step Four: Promote Your Content in Social Media• Step Five: Analyze How Each Blog Post Has Done• How to Get Help
Publish Content to Social Media
Good Content Spreads
What Gets Shared?
Rarely Shared
FrequentlyShared
• Product info• Free trials• Software documentation
• New data• Funny videos• Top-notch blog posts
Encourage Sharing of Content
Agenda
• Why Blog• Step One: Conduct Keyword Research• Step Two: Write Content• Step Three: Optimizing Your Content• Step Four: Promote Your Content in Social Media• Step Five: Analyze How Each Blog Post Has Done• How to Get Help
Pageviews
• Which post is getting the most attention
Comments
• Quantitatively, a good indicator of engagement• Qualitatively, a great way to listen to market
Authority: Inbound Links
• Measure the SEO impact of your blog• An indicator of your blog’s role in outside conversations
Blog Article SEO Analysis
Blog Article Analysis
Track Blog Subscribers
Agenda
• Why Blog• Step One: Conduct Keyword Research• Step Two: Write Content• Step Three: Optimizing Your Content• Step Four: Promote Your Content in Social Media• Step Five: Analyze How Each Blog Post Has Done• How to Get Help
How to Get Help…
Learn the Value of the HubSpot Software…
• As a Marketing agency or consultant, you have access to longer trials IF you are interested in becoming a HubSpot Partner/Value Added Reseller
• Start a 30 day free trial for your website. http://bit.ly/99SOv or client: http://bit.ly/7bENS
• Gives you access to http://success.hubspot.com
What’s HubSpot?
• Inbound marketing software + training• Over 3,500 customers in 2 years• 175 employees• Still growing!
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Learn the Benefits of the Value Added Reseller Program
• Group of 200+ marketing agencies and consultants who leverage HubSpot software to more effectively and efficiently provide value to their clients.
• Support for developing new services, building lead funnel, sales and customer support and assistance, ensuring customer ROI and success.
• Margin share of 20% on all deals for the life of the customer
• Additional benefits for VARs who bring on 3+ customers and maintain high customer success rates.
A Group that Wants to Change How the World Does Marketing!
Ask for Help…
• Request a Consultation with a Senior Member of the HubSpot Team to discuss your skills, goals, etc: http://www.hubspot.com/partners/marketing-agency-consultation-request
• Apply for Sales Development Program: http://www.hubspot.com/partners/marketing-agency-sales-development-program/
List of Upcoming Classes/Link to Recordings
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http://www.hubspot.com/partners/training-program/classes
Weekly Email about Upcoming Classes - Thursday
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Live Webinar: Every Tuesday @ 1PM EST
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Additional Webinars SOMETIMES on Thursday at 2PM EST
Register for Weekly Class(es) to Get Login
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Some Homework & Recorded Stuff Too…
Download: http://www.hubspot.com/partner-program--inbound-marketing-calculator
