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Quality vs. Quantity: How HubSpot Used Data to Settle the Age-Old DebateGinny Soskey

Section Editor, HubSpot

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THIS ALL STARTED WITH A TWEET.

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BUT LOTS OF THINGS HAD CHANGED.

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SO WE NEEDED TO CHANGE, TOO.

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1 INSIDE OUR PREVIOUS EDITORIAL STRATEGY

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OUR METRICS

Views Subscribers Leads

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OUR DIFFERENT POST TYPES

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TACTICAL

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DEEP TACTICAL

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INFOGRAPHIC/SLIDESHARE

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EDITORIAL

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PROMO

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TOFU (TOP-OF-THE-FUNNEL)

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SYNDICATIONS

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MISC

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OUR TYPICAL EDITORIAL DISTRIBUTION

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2 STUDY #1: OUR OPTIMAL SHORT-TERM STRATEGY

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METHODOLOGY

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METHODOLOGY

BENCHMARK

23POSTS PER WORKWEEK

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METHODOLOGY

LVHC

11.5POSTS PER WORKWEEK

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METHODOLOGY

HVLC

34.5POSTS PER WORKWEEK

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ONLY NEW POSTS’ TRAFFIC & LEADS

75%

25%

Old PostsNew Posts

MONTHLY TRAFFIC

92%

8%

Old PostsNew Posts

MONTHLY LEADS

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RESULTS

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THE BENCHMARK & HVLC PHASES RECEIVED ALMOST THE SAME AMOUNT OF TRAFFIC.

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THE HVLC PHASE RECEIVED THE LARGEST NUMBER OF LEADS.

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INSTANT SUBSCRIBER CHURN SPIKED DURING HVLC.

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BENCHMARK & HVLC GOT SIMILAR RESULTS

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… BUT HVLC REQUIRED WAY MORE EFFORT.

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SOLUTION: MAINTAIN FREQUENCY, TWEAK EDITORIAL DISTRIBUTION.

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3 STUDY #2: FINDING “HIGH-RETURN” TYPES OF POSTS

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METHODOLOGY

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METHODOLOGY

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CATEGORIZED2,000 POSTS

USED HUBSPOT’S ANALYTICS

ESTIMATED LEADS

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RESULTS

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SUCCESS IN MONTH 1 = SUCCESS OVER TIME

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THE TOP TRAFFIC GENERATORS: TOFU, DEEP TACTICAL & INFOGRAPHIC/SLIDESHARE

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THE TOP LEAD GENERATORS: PROMO & TACTICAL

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THE “HIGH-RETURN” POSTS

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THE TRAFFIC SOURCES OF A TYPICAL POST

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TOP POST TYPES ON EPHEMERAL PLATFORMS

SOCIAL EMAIL DIRECT REFERRAL

1. TOFU2. Promo3. IG/SS4. Deep

Tactical

1. TOFU2. Deep

Tactical3. IG/SS4. Editorial

1. Deep Tactical

2. TOFU

1. IG/SS2. Deep

Tactical

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TOP POST TYPES IN ORGANIC

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THERE IS NO SILVER BULLET.

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TOFU, DEEP TACTICAL & IG/SS ARE BEST FOR VIEWS.

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PROMO & TACTICAL ARE BEST FOR LEADS.

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4 WHAT WE PLAN TO DO ABOUT THIS

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“WE ALL HAVE THE SAME AMOUNT OF TIME IN THE DAY AS BEYONCE.”

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OUR OLD PLANSUN MON TUES WED THURS FRI SAT

S T T T T T S

DT DT DT ED ED

T T T T P

P IG/SS IG/SS IG/SS S

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OUR NEW PLANSUN MON TUES WED THURS FRI SAT

S T T S

DT DT DT ED ED

T T T T P

P IG/SS IG/SS IG/SS S

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OUR NEW PLANSUN MON TUES WED THURS FRI SAT

S T T S

DT DT DT ED

T T T T P

P IG/SS IG/SS IG/SS S

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OUR NEW PLANSUN MON TUES WED THURS FRI SAT

S T T S

DT DT DT ED

T T T T P

P IG/SS IG/SS IG/SS

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OUR NEW PLANSUN MON TUES WED THURS FRI SAT

S T T DT DT S

DT DT DT ED

T T T T P

P IG/SS IG/SS IG/SS

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OUR NEW PLANSUN MON TUES WED THURS FRI SAT

S T T TOFU DT DT S

DT DT DT ED TOFU

T T T T P

P IG/SS IG/SS IG/SS

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OUR NEW PLANSUN MON TUES WED THURS FRI SAT

S T T TOFU DT DT S

DT DT DT ED TOFU

T T T T P

P IG/SS IG/SS IG/SS IG/SS

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5 WANT TO RUN THIS ON YOUR OWN BLOG?

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1. Start assigning post types now.

2. If you can’t do #1, ask your team for help.

3. Get a dev on board.

4. Get down with Excel early and often.

5. Get okay with “good enough.”

5 Quick Tips for Running This Experiment

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