ADVANCED

Blog Marketing
A Plan to Get 100K Blog Readers
Pamela Vaughan, Inbound Marketing Manager
@pamelump
 PAMELA
VAUGHAN
@pamelump

I’ve written more than

650 HubSpot blog posts.
(I’ve also played a
zombie in a HubSpot
video.)

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 blog
marketing?
that’s like using a blog
to promote your
business, right?

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 sure ...

… if you’re a
newbie blogger.

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 LANDING
PAGES

SEO
SOCIAL
MEDIA
YOUR
BUSINESS
BLOG
EMAIL
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but you’re no newbie

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your blog?
it’s bigger than you think
 LANDING
PAGES

SEO SOCIAL
MEDIA

YOUR
BLOG
ANALYTICS
EMAIL
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 BLOG MARKETING
implementing a marketing strategy to
grow and scale the impact of your blog

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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

1) GET
DISCOVERED
2) CONVERT
VISITORS INTO
SUBSCRIBERS

3) LEVERAGE
EVANGELISTS

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 1) GET
DISCOVERED

how to attract
brand new blog
readers

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 it all starts with the idea

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#inbound12
 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
- HubSpot Blog Data

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 STRIVE TO CREATE
A ‘BIG HIT’ EVERY
TIME YOU BLOG
some 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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 BE
CONTROVERSIAL

6K VIEWS,
53 INBOUND
LINKS

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 COVER IT FIRST
(AND BE
COMPREHENSIVE)

37K VIEWS,
254 INBOUND
LINKS

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 PROVIDE
INDUSTRY
EXAMPLES
WITH VISUALS

21K VIEWS,
70 INBOUND
LINKS

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 BE
ENTERTAINING

6K VIEWS,
254 INBOUND
LINKS

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 SHIP IT
WITH A
MUST-CLICK,
CATCHY
TITLE

29K VIEWS,
95 INBOUND
LINKS

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use your social
media muscles
 *
12%
of HubSpot blog traffic comes
from social media
- HubSpot Data

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 SHARE TOP
BLOG
CONTENT IN
SOCIAL MEDIA
on Facebook, Twitter,
LinkedIn, Google+, and
other social networks

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use high-quality, compelling visuals
in your blog content
 *
4x
on average, photos generate 4x more
Facebook shares than links
- 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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 “This is a guest post written
SEEK GUEST by Pamela Vaughan,
BLOGGING HubSpot’s inbound
OPPORTUNTIES marketing blog manager.
Check out the HubSpot blog
for more helpful inbound
get exposure to new audiences by marketing content.”
targeting complementary blogs

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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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 2) CONVERT
VISITORS INTO
SUBSCRIBERS

get new readers to

stick around

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frequency matters
 *
2x
businesses that blog more than once per week
add new blog subscribers at twice the rate of
businesses that blog just once per month
- 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 PAGE
use this page to convert discoverers into
dedicated blog readers

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use social proof

OPTIMIZE
demonstrate YOUR
the value of
subscribing
LANDING
PAGE

emphasize email subscription

above the fold
 13%
*

13% of monthly traffic to the HubSpot

blog comes from email
- HubSpot Blog Data

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 *
9x
businesses that blog more than once per week
generate 9x more blog email traffic than
business that blog just once per month
- Internal study of 720 HubSpot customers with 50+ email subscribers

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 CREATE BLOG
SUBSCRIPTION
CTAS
use HubSpot’s Call-to-
Action tool to create
and A/B test CTA
variations

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 PLACE
SUBSCRIPTION
CTAS RIGHT ON
YOUR BLOG
ARTICLES
be more “in your face” about
converting blog visitors into
subscribers

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ADD BLOG
SUBSCRIPTION
CTAS TO
SMART CTA
GROUPS
use on other web pages
to give visitors a low-
commitment conversion
opportunity

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 DO A DEDICATED
EMAIL SEND TO
CONTACTS
promote blog subscription to
segments of contacts in your
marketing database

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INCLUDE
BLOG
CONTENT IN
LEAD
NURTURING
EMAILS
include successful,
targeted blog
content in
segmented
workflows

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 3) LEVERAGE
EVANGELISTS

tap into the networks of

your current subscribers
& evangelists

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be an enabler
 ADD SOCIAL
SHARING &
FOLLOW
BUTTONS
EVERYWHERE
but only those that
matter to your audience

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 *
7x
websites with Twitter share buttons
generate 7x more Twitter mentions
than websites without
- 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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#inbound12
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at the very least, send them some lazy tweets
galaxies keep spinning
 SO SHOULD YOUR BLOG MARKETING CYCLE

1) GET
DISCOVERED
2) CONVERT
VISITORS INTO
SUBSCRIBERS

3) LEVERAGE
EVANGELISTS

#inbound12
the promise
of blog
marketing
 BLOG MARKETING LEADS TO …

BIGGER
GREATER BLOG
MORE TRAFFIC MARKETING
REACH IMPACT

#inbound12
your blog shouldn’t just be another
planet in your galaxy
it should be the galactic center of its own galaxy
 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

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 thank you.

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 HOW’D I DO?
Please rate this session!
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