Corey Eridon - 18 Hard-Earned Lessons from the Trenches of the HubSpot Blog
Transcript of Corey Eridon - 18 Hard-Earned Lessons from the Trenches of the HubSpot Blog
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18 HARD-EARNED LESSONS FROM THE TRENCHES OF THE HUBSPOT BLOG
Corey Eridon
Managing Editor, HubSpot
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Hi, I’m Corey.
I’m the managing editor of HubSpot’s blogs.
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1. Not-So-Best Practices
2. Writing
3. People
4. Growth
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1 NOT-SO-BEST PRACTICES
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#1 BIG NAMES DON’T EQUAL BIG RESULTS
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-12% APV
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#2 REAL-TIME MIGHT BE A WASTE OF TIME
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Traffic patterns for real-time blog posts
Traffic
Days
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76%Monthly post views that came from old blog posts.
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#3 YOU DON’T NEED TO GET SALESPEOPLE BLOGGING
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Inbound marketing is about being helpful
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Inbound marketing is about being helpful
You should create blog content that helps your prospects
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Inbound marketing is about being helpful
You should create blog content that helps your prospects
Salespeople know what your prospects need help with
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Inbound marketing is about 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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#4 DUPLICATE CONTENT HAS ITS PLACE
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2 WRITING
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#5 LENGTH IS NOT AN INDICATOR OF QUALITY… ish
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(general blank slide)@matthewbarby
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#6 DEPTH DIFFERENTIATES GOOD FROM GREAT
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Are there unanswered questions?
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#7 DON’T BLOG SCARED
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+438% APV
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#8 YOU WON’T RUN OUT OF THINGS TO WRITE ABOUT
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THE INVERTED PYRAMID
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THE INVERTED PYRAMID
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THE INVERTED PYRAMID
The Evolution of Facebook Ads
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THE INVERTED PYRAMID
The Evolution of Facebook Ads
X Metrics You Need to Close the Loop on Boosted Facebook Ad ROI
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TOPIC
FORMAT
BLOGGING
SEO
SOCIAL MEDIA
ANALYTICS
HOW-TO LIST SLIDESHARE DATA ROUNDUP
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TOPIC
FORMAT
BLOGGING
HOW-TO LIST SLIDESHARE DATA ROUNDUP
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TOPIC
FORMAT
BLOGGING
HOW-TO LIST SLIDESHARE DATA ROUNDUP
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#9 ASK FOR (OR PROVIDE) DEADLINES
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(general blank slide)
The Laptop Trick.
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3 STAFFING
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#10 BURNOUT OCCURS AT MONTHS 12-16
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Months 0-3
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Months 3-6
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Months 6-9
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Months 9-12
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Months 12-16
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1. Make it a 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
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#11 THE BEST BLOGGERS HAVE A SECONDARY SKILL
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Emma Snider
• Design• Editing
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Jami Oetting
• Journalism• Teaching Writing• Coding
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Ginny Soskey
• Product Evaluation• Agile• Analytics
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Why does this matter?
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#12 FREELANCERS COST MORE THAN THEIR RATE
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+61% APVPosts written by in-house writer on TAP
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+74% APVPosts written by in-house writer on Marketing
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1. Provide as much context as possible up-front.
2. Offer specific feedback on an ongoing basis.
WORK BETTER WITH FREELANCERS
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#13 GHOSTWRITING IS A BUM RAP
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Can you write this without their SME?
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4 GROWTH & MARKETING
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#14 SCALE COMES WITH TIME
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What it feels like when you publish a blog post.
Traffic
Days
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What it’s actually like when you publish a blog post.
Via T. Tunguz
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76%Monthly blog post views that came from old posts.
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92%Monthly blog-sourced leads that came from old posts.(2 years ago, it was 70%.)
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#15 NOBODY CLICKS THE TWEET LINKS
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155,260Tweet impressions
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1.1%Retweeted or Favorited
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1%Clicked the link to the story
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#16 MORE ISN’T ALWAYS MORE
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http://bit.ly/GSinbound15
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#17 FOCUS ON YOUR LOWEST PERFORMING CHANNELS
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Opportunities lie not in what’s already working, but in what’s broken.
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#18 BROADER OFFERS LIBRARIES = BETTER CONVERSION RATES
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240%Conversion rate increase with the more specific offer.
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Blogging is about more than blog posts.
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@Corey_bosTweet me if you want to talk more.