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Slides: SlideShare.net/HubSpot Twitter: @rickburnes Twitter: @rickburnes Advanced Business Blogging Rick Burnes HubSpot Inbound HubSpot Inbound Marketing Manager

Advanced Blogging For Business Tips - HubSpot

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Page 1: Advanced Blogging For Business Tips - HubSpot

Slides: SlideShare.net/HubSpot

Twitter: @rickburnesTwitter: @rickburnes

Advanced Business Blogging

Rick BurnesHubSpot InboundHubSpot Inbound Marketing Manager

Page 2: Advanced Blogging For Business Tips - HubSpot

Agenda

I. Why Blog?II. Five Keys to a Successful Blog

1. Pick Your Target Personas1. Pick Your Target Personas2. Create a Mix of Posts3 Write Great Posts3. Write Great Posts4. Sustain It5 Spread It5. Spread It

III. How to measure your blog

Page 3: Advanced Blogging For Business Tips - HubSpot

Outbound Marketing

800-555-1234AnnoyingSalesperson

Page 4: Advanced Blogging For Business Tips - HubSpot

Inbound Marketing

Content SEO Social Media

Page 5: Advanced Blogging For Business Tips - HubSpot

Rethinking MarketingOutbound Marketing• Telemarketing

Inbound Marketing• SEO / SEM

• Trade shows• Direct mail• Email blasts

• Blogging• Social Media• RSS• Email blasts

• Print ads• TV/radio ads

• RSS• Free tools/trials• Viral videos

Interruption Permission

Page 6: Advanced Blogging For Business Tips - HubSpot

Budget vs. Brains

Flickr: Refracted MomentsFlickr: Refracted Moments Flickr: Gaetoan LeeFlickr: Gaetoan Lee

Page 7: Advanced Blogging For Business Tips - HubSpot

Exponential Effects

S i l M diSEO

Social Media• Even More Traffic

Blog • More Traffic• More Links

• Even More Traffic• Even More Links• More Contentg More Links

Page 8: Advanced Blogging For Business Tips - HubSpot

More Content Drives More Visitors & Power

10,000,000

Average Pages per Website by Page Rank

1,000,000

pages

100,000

# of W

ebp

10,000Average 

1,000

1 2 3 4 5 6 7 8 9 10

Page Rank (10 is best)

Page 9: Advanced Blogging For Business Tips - HubSpot

More Content Drives More Visitors & Power

1,000,000 

Average Pages per Website by Alexa Traffic Rank

100,000 bpages

,

ge # of W

eb

10,000 

Averag

1,000 > 10,000,000 (Extremely Low 

Traffic)

5,000,001 to 10,000,000 (Very Low 

1,000,001 to 5,000,000 (Low 

Traffic)

500,001 to 1,000,000 (Medium 

100,001 to 500,000 (High 

Traffic)

< 100,000 (Very High Traffic)

Traffic) Traffic)

Alexa Traffic Rank

Page 10: Advanced Blogging For Business Tips - HubSpot

Earlier Webinar Covered the Basics

This webinar will not cover:• Why you should blog• Why you should blog• How to setup a blog• How to follow other bloggers• How to follow other bloggers• How to join blogging conversations

Blogging software you can use• Blogging software you can use

All th t’ i “Bl i f B i ”All that’s in “Blogging for Business”http://www.hubspot.com/marketing-webinars/blogging-for-business-webinar-archive/

Page 11: Advanced Blogging For Business Tips - HubSpot

Agenda

I. Why Blog?II. Five Keys to a Successful Blog

1. Pick Your Target Personas1. Pick Your Target Personas2. Create a Mix of Posts3 Write Great Posts3. Write Great Posts4. Sustain It5 Spread It5. Spread It

III. How to measure your blog

Page 12: Advanced Blogging For Business Tips - HubSpot

Key #1: Identify Target Personas

Kadient photo by: David Meerman Scott

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Your Content Pulls in Your Personas

“Create the kind of online content that your buyers naturally gravitate to.”

- David Meerman ScottAuthor of The New Rules of

Marketing & PRMarketing & PRwww.webinknow.com

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What Keywords Will Attract Your Personas?

• Fill posts with them• Fill posts with them• Build an archive of content full of them

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How We Pick Keywords: Keyword Grader

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A Word of Caution

• Writing for your personas DOES NOT mean writingDOES NOT mean writing about the products and services you sell themservices you sell them

• Write about the things they want to learn aboutwant to learn about

Page 17: Advanced Blogging For Business Tips - HubSpot

Key #2: Create a Mix of Posts

Flickr Photo: jek-a-go-go

Page 18: Advanced Blogging For Business Tips - HubSpot

Plan a Mix of Posts

NewsOpinion

FeaturehPhotos

Video

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Many Types of Posts Get Traffic

PostPage Views

Post

Did You Graduate From Link Building High School Yet11,270

State of the Twittersphere ‐ Q4 2008 Report 8,768

You Oughta Know Inbound Marketing 7 498You Oughta Know Inbound Marketing 7,498

6 Tips for Making a Business Marketing Video 4,211

Twitter in Real Life: The Follow Back [cartoon] 4,137

Page 20: Advanced Blogging For Business Tips - HubSpot

Raisin Bran – Basic, Everyday Posts

• How to postsp• Rich in keywords• Get good at• Get good at

whipping them outout

• Make sure they’re sef luseful

Flickr Photo: greeneyesmilw

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Spinach – Healthy, Thoughtful Posts

• Should establish ityour site as a

thought leader in th i d tthe industry

• Put time into them

• Don’t do too many

Flickr Photo: ulteriorepicture

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Roasts – Big Blog Projects

• Lots of work• Lots of links,

discussion and attention

• Pick them well

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Tabasco – Posts That Start Fires

• Make a bold statementstatement

• Be prepared to defend yourselfdefend yourself

• Lots of comments and links

• Too many of these posts could lose trust

Flickr Photo: ANOXLOU

Page 24: Advanced Blogging For Business Tips - HubSpot

Chocolate Cake – The Sweet Stuff

• These posts make your blog funyour blog fun

• A chance to poke fun at yourselffun at yourself

• Lots of traffic/links • Often video, images

Flickr Photo: scubadive67

Page 25: Advanced Blogging For Business Tips - HubSpot

Key #3: Write Great Posts

Flickr Photo: Olivander

Page 26: Advanced Blogging For Business Tips - HubSpot

No Need to Be Hemingway

Just follow a few simple rules.

Photo: Wikipedia

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Tips for Post Structure

• Use Headings500 800 ords (or• 500-800 words (or shorter!)

• Lists are OK (just not too many)

• 1 idea per post

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Always Add a Photo

• Flickr• iStockphoto• Shoot your owny

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How to Search for a Flickr Photo

Go to Advanced SearchGo to Advanced Search

Then search for CC licensed photosThen search for CC licensed photos

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Where Do You Get Ideas?

• EverywhereKeep a list• Keep a list

• When you learn something, flesh it out

• Check your email outbox!• Ask your readers

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Write Great Headlines

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How to Write Great Headlines

• Write the headline before the articleImagine the reader on’t see the article• Imagine the reader won’t see the article

• Surprise people• No spelling errors!• Use your keywordsUse your keywords

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Key #4: Sustain It

Flickr Photo: michalo

Page 34: Advanced Blogging For Business Tips - HubSpot

Pick a Publishing Schedule

• Once a week? Every Monday and Wednesday?and Wednesday?

• Stick to it• The goal is to build up a body

of keyword-rich content (create an asset)

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Different Ways of Doing Posts

• Email interviewsVideo inter ie s (conferences office isitors• Video interviews (conferences, office visitors, clients)

• Guest posts from people with similar blogs• “Best of” lists• “How we do it” posts

Page 36: Advanced Blogging For Business Tips - HubSpot

Should I Hire People?

It depends.ProsPros:

• You don’t have to do the work• You hire a “professional writer”

Cons:• Nobody knows your business like you do• You don’t build your personal reputation• You don’t participate in the conversation

Page 37: Advanced Blogging For Business Tips - HubSpot

Key #5: Spread It

Flickr Photo: felipearte

Page 38: Advanced Blogging For Business Tips - HubSpot

Think of Blogging Like a Job Search

Would you sit at home and wait for a call?

Page 39: Advanced Blogging For Business Tips - HubSpot

Take Comments Seriously

• Make sure you comment backFind o t ho the people are• Find out who the people are• Follow their links• Subscribe to their blog follow them on Twitter• Subscribe to their blog, follow them on Twitter

Use these links

Page 40: Advanced Blogging For Business Tips - HubSpot

Publish on Social Media

• Post directly• Post directly• Post via twitterfeed.com automatically

• Post to your status• Post automatically via a feed to your fan or

profile pageAlso consider LinkedIn, other sites.so co s de ed , o e s es

Page 41: Advanced Blogging For Business Tips - HubSpot

Where Do You Link to Your Blog?

• Your homepage• Press releases• Business cards• Email signatures• Email signatures

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Engage People; Stay on Their Radar

• Write posts that link to or follow up on biggerfollow up on bigger bloggers’ radar screens

• Most people do Google or Technorati searches for their name, so they’ll see your post

Page 43: Advanced Blogging For Business Tips - HubSpot

Agenda

I. Why Blog?II. Five Keys to a Successful Blog

1. Pick Your Target Personas1. Pick Your Target Personas2. Create a Mix of Posts3 Write Great Posts3. Write Great Posts4. Sustain It5 Spread It5. Spread It

III. How to measure your blog

Page 44: Advanced Blogging For Business Tips - HubSpot

Metric #1: Subscriptions

• A measure of you blog’s total reach• A “sticky” number

Page 45: Advanced Blogging For Business Tips - HubSpot

Metric #2: Pageviews

Great for media sites selling display advertising• Great for media sites selling display advertising• Potential problems for your business:

• Doesn’t measure RSS• Weak measure of engagement• What’s the business value of a “view”?

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Metric #3: Comments

Q tit ti l d i di t f t• Quantitatively, a good indicator of engagement• Qualitatively, a great way to listen to market

Page 47: Advanced Blogging For Business Tips - HubSpot

Metric #4: Inbound Links

• Measure the SEO impact of your blog• An indicator of your blog’s role in outside conversations

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Metric #5: Conversions

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What Does HubSpot Do?It’s a software system that helps you get found by more visitors, generate more leads online, and , g ,measure all your inbound marketing efforts.

Search Marketing Tools

Social Media Tools

Tools

Blogging & CMS Tools

Page 50: Advanced Blogging For Business Tips - HubSpot

Thank You!

Learn more about HubSpot:htt // H bS t /Dhttp://www.HubSpot.com/Demo

Free tools:htt //G d

Rick Burnes

http://Grader.com

Inbound Marketing MangerHubSpot

Facebook: http://www.facebook.com/people/Rick-Burnes/512433884LinkedIn: http://www.linkedin.com/in/rickburnesed p // ed co / / c bu esTwitter: http://twitter.com/rickburnes