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Business Blogging: Tips and Case Studies - presentation from Marketing Profs Digital Mixer #MPDM - www.MikeVolpe.com/mpdm
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Business Blogging:Tips and Case Studies
Mike Volpe
Twitter: @mvolpe
Charlie KingTwitter: @CharlieKingGolf
Ilya MirmanTwitter: @IlyaMirman
Marketing is Changing
1950 - 2000 2000 - 2050
Outbound Marketing
Outbound Marketing is Harder
800-555-1234AnnoyingSalesperson
More Bad News…
Inbound Marketing
Blog SEO Social Media
Inbound Gives Leverage
Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee
Advice for the road ahead
Stop thinking like amarketer or advertiser.
Start thinking like apublisher and
socializer.
Some Ideas and Case Studies
Flickr: Gaetoan Lee
Target Content to Your Personas
Kadient photo by: David Meerman Scott
What Gets Shared?
Rarely Shared
FrequentlyShared
• Product info• Free trials• Software documentation
• New market data• Educational content• Top-notch blog posts
Content Makes You Interesting
Case Study: HubSpot Blog
• Top 3 source of leads• ~10% visit company website• ~10-20% lead conversion rate
SEO and Social Help Blog Results
25-30% of visitors from SEO• Google is 90% of our SEO traffic
20-25% of visitors from social media• Stumbleupon• Twitter• Facebook• Reddit• Delicious• Digg• LinkedIn• Friendfeed
Blog Article Performance Metrics
Traffic, Leads and Sales
…By Channel or Source
Visitors Leads Sales
SEO
SocialMedia
Case Study: Reynolds Golf Academy
Charlie KingDirector of InstructionReynolds PlantationTwitter: @CharlieKingGolf
Reynolds Golf Academy
• Golf school near Atlanta / Augusta led by GOLF MAGAZINE Top 100 Instructor Charlie King
• Golf lessons / schools and corporate outings on a 16-acre campus w/6,550 sq-ft indoor teaching center and state-of-the-art technology
• Marketing: magazine ads and direct mail
GOAL:• More website traffic and leads• More cost effective marketing & business growth
What We Did
• Blog • 4-6 articles a month• SEO optimized, keyword rich
• Video• 23 videos, include in blog articles
• eBook• “New Rules of Golf Instruction”
Results
• 50 times more web leads• Over 600 blog subscribers• Thousands of eBook downloads
Tips and Takeaways
• Content is King - you can be your own media mogul
• Get started before your competition to get ahead
• Make SEO part of your blogging strategy
• Even non-technology businesses can benefit from a blog
Case Study: Cilk Arts
Ilya MirmanVP MarketingCilk ArtsTwitter: @IlyaMirman
Cilk Arts, Inc.
Mission: To provide the easiest, quickest, and most reliable way to optimize application performance on multicore processors.
Our Goal: Own a multicore programming standard • Cilk++ Runtime on every
processor• Cilk++ used by all C/C++
multi-coders
[Update: Cilk Arts acquired by Intel in July]
Go To Market Approach
• Open source business model• “You share / we share” public license• Low-touch, low-cost sales model• Broad awareness, trial, adoption
• Big bet on Inbound Marketing• No sales people• Hired 1 marketer (me) 8 months before shipping
product to implement Inbound Marketing approach
• Blog as primary marketing vehicle• Entire team contributed (~1 post per week)• Helped us engage with the developers we hoped to
serve; understand what content they’re interested in
Results
• Reached over 100,000 developers• Traffic and awareness matched or exceeded competitors• Adoption at >250 universities worldwide• >6,200 inbound links• >3,000 leads
• Blog posts boosted search engine rankings for key terms
Don’t know ahead of time which topics will strike a chord
Get the whole team engagedDon’t obsess over
# of comments
Links drove our search engine rank
Metrics: Visits, Sources, Links
Inbound Links
Do…
• Get your whole organization engaged in contributing content• A small, dedicated team can drive some real
traffic and interest• If no serious commitment, blog will fail
• Be real, be genuine• Let your personality come out
• Build an editorial calendar with a broad set of interesting, valuable content• Target the key personas you care about• You’ll discover which topics are worth investing
more in• Invite guests to contribute
• Leverage content in many ways• Blog, e-Books, Tutorials, etc.• Consumable via YouTube, SlideShare, social
media sites, etc.
Don’t…
• …be a blatant, self-centered commercial• …focus on just one topic• …make your blog your only social media
effort; instead, spend time on other blogs, community sites, and contribute
• …worry about # of comments• …worry about slow periods (# of visitors,
subscribers, comments)
Summary
SEO
Social
Content
Additional Resources
• Facebook Marketing eBook• http://www.hubspot.com/facebook-for-business-marketing-hub/
• Twitter Marketing eBook• http://www.hubspot.com/twitter-marketing-hub/
• Social Media Marketing Kit• http://www.hubspot.com/twitter-marketing-hub/
• Blog: http://Blog.HubSpot.com
Q&A
Free Trial of HubSpot: www.HubSpot.com/free-trial
Mike Volpe
Twitter: @mvolpe
Charlie KingTwitter: @CharlieKingGolf
Ilya MirmanTwitter: @IlyaMirman
Appendix
What’s HubSpot?
• Marketing software for SMBs• Over 1,800 customers in 2 years• 100+ employees, lots of MIT grads
Case Study: Website Grader
• Free interactive tool• 1.5 million URLs• 40,000 inbound links• 5,000 websites w/ badge & link• 4,500 Del.icio.us bookmarks• Great PR coverage (TechCrunch, RWW)• 50,000+ visitors from StumbleUpon• 100,000+ opt-in emails & leads
Case Study: HubSpot TV
• Weekly video podcast• 80-100 live viewers• 1-2K views / episode• Top 10 marketing podcast in iTunes• 70,000 views in first year• Guests: MC Hammer, Biz Stone, David
Meerman Scott, Chris Brogan
