How HubSpot Measures Its Marketing Content

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    How HubSpot Measures Its Marketing Content

    Shannon Johnson

    Content Strategist, HubSpot

    Pamela Vaughan

    Manager of Optimization & Growth, HubSpot Content

  • Fun fact: If youre a HubSpot customer, you can spot me in the stock photos pre-loaded into your software. I may even be the face of one of your personas.

    @pamelump

    PAMELAVAUGHAN

  • Fun fact: Ive never broken a bone.

    @shannopop

    SHANNONJOHNSON

  • 1 How the HubSpot Content Machine Works

    2 About the Blogging and Offers Teams & Our Goals

    3 The KPIs We Track: What, Why & How

    4 Final Thoughts About Content Reporting

    AGENDA

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    1 HOW THE HUBSPOT CONTENT MACHINE WORKS

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    Ebooks, Whitepapers & Guides

    Blog Posts

    WebinarsContent

    Creation Assets

    ChecklistsTemplates

    HUBSPOTS

    CONTENT MACHINE

    11,000+ customers in over 70

    countries

    1.5M visits / mo.

    250 articles / mo.

    4-6 long form pieces of

    content / mo.

    Thousands of downloads / mo.

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    BLOG CONTENT:

    What: Short-form, ungated content

    housed on HubSpots blog

    Purpose: Fill the top of the funnel and

    convert traffic into new leads

    Measurement Focus: Quantity of traffic,

    subscribers, and leads

    OFFERS CONTENT:

    What: Long-form, gated content housed

    on HubSpots landing pages

    Purpose: Qualify and nurture existing

    leads

    Measurement Focus: Quality of Leads

    and quality of content

    BLOG CONTENT VS. OFFERS CONTENT

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    WHERE CONTENT LIVES IN HUBSPOT MARKETING

    CONTENT TEAM

    (CONTENT) FUNNEL TEAM

    (DISTRIBUTION

    CHANNELS)

    Offers

    (Long-Form

    Content)

    Blog

    (Short-Form

    Content)

    Paid Marketing

    Landing Pages

    SEO

    EmailSocial Media

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    BLOG = CONTENT + DISTRIBUTION

    +

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    OFFERS = CONTENT

    Paid Marketing

    (Funnel Team) Landing Pages

    (Funnel Team)

    (Relies on Other Teams for Distribution)

    Blog

    (Blogging Team)

    SEO

    (Funnel Team)

    Social Media

    (Funnel Team)

    Email

    (Funnel Team)

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    Where do our content goals come from?

    Marketings Service-Level Agreement (SLA) With Sales:

    Quantity of Leads + Quality of Leads

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    Why do we do reporting?

    For two reasons

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    to track progress toward our goals

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    to be prescriptive, actionable,

    and optimization-driven

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    1 ABOUT THE BLOGGING TEAM & OUR GOALS

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    6 Full-Time Employees + Network of Contributors

    3 Main Blogs: Marketing, Sales, The Agency Post

    250 Blog Posts Per Month

    Primary Goals: Traffic, Subscribers & New Leads

    (Measured by Quantity)

    BLOGGING TEAM

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    specific goals depend on each blogs maturity

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    INFANT BLOGS

    Primary Goals =

    Traffic + Subscribers

    Why? To build up a critical mass of dedicated readers who will share and evangelize our content to new visitors

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    ~70%of the initial traffic to a new post on HubSpots Marketing Blog comes from email subscribers.

    Internal HubSpot Data

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    Over time, that initial surge of traffic leads to views & social sharing that translates into organic search traffic growth.

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    In other words,

    subscribers are critical

    to a blogs long-term

    traffic growth.

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    MATURE BLOGS

    Primary Goals =

    Traffic + Leads

    Why? To convert visitors into leads while continuing to grow the top of the funnel

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    3 BLOGGING TEAM KPIs: THE WHAT, WHY & HOW

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    What are our monthly blog goals based on?

    1) Total New Leads Goal From SLA

    2) Historical Blog Lead Contributions

    3) Blog Growth

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    How often do we do blog reporting?

    How often do we do blog reporting?

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    three frequencies

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    monthly report on all key blog metrics

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    daily/weekly progress check-ins for primary goals

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    documentation of one-off analytical projects

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    Blog Topic Analysis: I wonder which topics generate the most view/leads

    Blog Type Analysis: I wonder if infographic posts generate more views/leads than

    SlideShare posts

    Subscriber Email Analysis: I wonder which email frequency option (instant, daily,

    weekly) has the best clickthrough rate

    Blog Traffic Analysis: I wonder how much traffic we get to new posts vs. old posts

    Blog Leads Analysis: I wonder how many leads we get from new posts vs. old posts

    EXAMPLES

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    Which metrics do we track?

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    Progress- and goal-based metrics

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    METRIC:

    TOTAL VISITS &

    THEIR TRAFFIC

    SOURCES

    Why: To track blog traffic growth & analyze strengths/weaknesses in traffic sources month over month

    How: HubSpot Sources Report

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    METRIC:

    EMAIL

    SUBSCRIBERS

    Why: To track

    audience growth

    and blog stickiness,

    particularly for

    infant blogs

    How: HubSpot Blog

    Dashboard

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    METRIC:

    NEW LEADS

    Why: To track how the blog is contributing to the overall marketing SLA and growing leads month over month

    How: HubSpot Contacts Report

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    prescriptive/actionable metrics

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    METRIC:

    TOP POSTS BY

    VIEWS

    Why: To analyze themes from high-performing posts and identify opportunities for conversion optimization

    How: HubSpot Pages Report

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    Old posts with high traffic become targets/opportunities for conversion optimization.

    WHAT NEXT?

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    I wonder how big that opportunity is

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    OVER 75%of our monthly blog post views are of old posts (i.e. posts published prior to that month).

    Internal HubSpot Data

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    Thats seems like a pretty big opportunity, if you ask me.

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    But I wonder how well all those old posts are converting

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    METRIC:

    TOP POSTS BY LEADS

    (VIA LAST INTERACTION)

    Why: To identify top lead-generating

    posts, spot themes that can inform

    future content creation, and pinpoint

    poorly converting posts

    How: HubSpots New Attribution Report

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    OVER 90%of the leads we generate in a given month are also from old posts (i.e. posts published prior to that month).

    Internal HubSpot Data

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    I wonder where all that traffic

    to old posts is coming from

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    The majority of traffic to old, high-trafficked posts on HubSpots blog comes from organic search.

    How: HubSpot Pages Report

    METRIC:

    BLOG POST

    SOURCES

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    WHAT NEXT?

    Expand that list of high-converting old posts by getting more posts to rank in search. Put more effort into SEO.

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    4 ABOUT THE OFFERS TEAM

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    We dont have offers

    measurement completely

    figured out.

    BELIEVE IT OR

    NOT

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    LIKE EVERYONE

    ELSE

    We are challenged with

    determining the value of

    what we create.

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    How much did people read?

    Did they like it?

    What didnt they like?

    Did they share it?

    Was it helpful to the business?

    Should we have packaged it differently?

    QUESTIONS WE SEEK ANSWERS TO

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    We have to wait a sales cycle to see how many customers our offers generated.

    The success of an individual offer relies heavily on the promotional effort around it.

    You could technically say our offers are the source of all HubSpot lead generation.

    Unlike blogging, email, or social media, long-form content doesnt have a built-in

    promotional channel.

    Company metrics and priorities shift regularly.

    Quality is harder to measure than quantity.

    Content benefits the company in ways that are nearly impossible to quantify.

    CHALLENGES: MEASURING LONG-FORM CONTENT

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    5 OFFERS TEAM KPIs: THE WHAT, WHY & HOW

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    1. Percent of Leads Transferred to Sales Every Month

    2. Offer Performance by Lead and Customer Generation

    3. Net Promoter Score (NPS) by Offer Title, Author, and Type

    THE 3 PRIMARY OFFERS TEAM KPIs

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    % OF LEADS

    TRANSFERRED TO

    SALES

    Measures the offers teams contribution to our marketing teams monthly leads-transferred-to-sales goal.

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    % OF LEADS TRANSFERRED TO SALES

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    TOP-PERFORMING

    OFFERS

    Measures which offers

    excel at generating leads

    and customers.

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    The longer an offer exists,

    the more leads and

    customers it generates.

    WE TRACK YTD

    AND QUARTERLY

    PERFORMANCE

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    TOP-PERFORMING OFFERS: Q2 2014

    Offer Publish Date Author Customers

    Leads (Total

    Submits)* Recognized MRR*

    Quality

    Score*

    Lead Generation Workbook May-14 Erik 60 35,000 $300,000 71

    Content Creation Ebook May-14 Erik 50 20,000 $200,000 70

    Facebook 101 Guide Jun-14 Shannon 40 15,000 $100,000 63

    Website Redesign Workbook Jun-14 Erik 30 10,000 $90,000 69

    Email Marketing Template May-14 Funnel 20 8,000 $80,000 67

    *Not Actual HubSpot Data

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    NET PROMOTER

    SCORE

    Measures our

    audiences perception of

    our content quality.

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    NET PROMOTER SCORE (NPS)

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    6 WHATS NEXT FOR OFFERS MEASUREMENT?

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    To allow us to understand

    if an offer is a hit without

    having to wait 3-6

    months.

    BETTER PREDICT

    AN OFFERS

    SUCCESS

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    7 FINAL THOUGHTS ABOUT CONTENT REPORTING

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    1 Dont waste time on reporting just for the sake of reporting.

    2 Prioritize metrics that enable you to be prescriptive.

    3 Its okay to change your metrics over time.

    4 Keep asking questions make time for one-off analytical

    projects.

    FINAL THOUGHTS

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    QUESTIONS ?