Post on 07-Jan-2017
Blog MarketingA Plan to Get 100K Blog Readers
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PAMELAVAUGHANI’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
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
LANDING PAGES
YOUR BLOG
ANALYTICS
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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?
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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
2) CONVERT VISITORS INTO SUBSCRIBERS3) 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
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500%a post on the HubSpot blog that has at least 50 inbound links gets 500% more views, on average
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- HubSpot Blog Data
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STRIVE TO CREATE A ‘BIG HIT’ EVERY TIME YOU BLOGsome people refer to this as ‘link bait’
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common tactics for creating link bait
content
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PUBLISH ORIGINAL DATA 46K VIEWS,
256 INBOUND
LINKS
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6K VIEWS,53
INBOUND LINKS
BE CONTROVERSIAL
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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
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BE ENTERTAINING6K VIEWS,
254 INBOUND LINKS
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SHIP IT WITH A MUST-CLICK, CATCHY TITLE29K VIEWS,
95 INBOUND
LINKS
use your social media muscles
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12%of HubSpot blog traffic comes from social media
*
- HubSpot Data
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SHARE TOP BLOG CONTENT IN SOCIAL MEDIAon Facebook, Twitter, LinkedIn, Google+, and other social networks
use high-quality, compelling visuals in your blog content
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4xon average, photos generate 4x more Facebook shares than links
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- HubSpot Facebook Data
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CREATE A PINBOARD DEDICATED TO BLOG CONTENT
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LEVERAGE SOCIAL MEDIA REAL ESTATE
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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.”
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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
2) CONVERT VISITORS
INTO SUBSCRIBER
S
frequency matters
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2xbusinesses 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
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
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13%13% of monthly traffic to the HubSpot blog comes from email
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- HubSpot Blog Data
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9xbusinesses that blog more than once per week generate 9x more blog email traffic than business that blog just once per month
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- Internal study of 720 HubSpot customers with 50+ email subscribers
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CREATE BLOGSUBSCRIPTIONCTASuse HubSpot’s Call-to-Action tool to create and A/B test CTA variations
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PLACE SUBSCRIPTIONCTAS RIGHT ON YOUR BLOG ARTICLESbe more “in your face” about converting blog visitors into subscribers
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ADD BLOG SUBSCRIPTION CTAS TO SMART CTA GROUPSuse on other web pages to give visitors a low-commitment conversion opportunity
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DO A DEDICATED EMAIL SEND TO CONTACTSpromote blog subscription to segments of contacts in your marketing database
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INCLUDE BLOG CONTENT IN LEAD NURTURING EMAILSinclude successful, targeted blog content in segmented workflows
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tap into the networks of your
current subscribers & evangelists
3) LEVERAGE EVANGELISTS
be an enabler
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ADD SOCIAL SHARING & FOLLOW BUTTONS EVERYWHEREbut only those that matter to your audience
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7xwebsites with Twitter share buttons generate 7x more Twitter mentions than websites without
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- BrightEdge Technologies
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use blog content in outreach
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SOCIAL MEDIA COVERAGE
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MENTION BLOG CONTENT IN PR PITCHES
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MEDIA COVERAGE
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SOLICIT CONTENT FROM INDUSTRY EXPERTS you’ll benefit from a big name, and they’ll share their guest blog content with their network
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EMAIL YOUR MOST ENGAGED CONTACTS A DEDICATED SEND OF YOUR TOP CONTENT
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CREATE A SMART LIST TO IDENTIFY WHO YOUR MOST ENGAGED CONTACTS ARE
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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
2) CONVERT VISITORS INTO SUBSCRIBERS3) LEVERAGE
EVANGELISTS
1) GET DISCOVERED
the promise of blog marketing
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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
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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