Content and Blogging +. What is blogging? A website Updated frequently Central theme – focused on...
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Transcript of Content and Blogging +. What is blogging? A website Updated frequently Central theme – focused on...
Content and Blogging
+
What is blogging?
• A website
• Updated frequently
• Central theme – focused on a specific
keyword, topic, or niche
How is blogging different from content?
• Blog posts are 100% available to the public (no
signups)
• Other types of content: ebooks, templates,
infographics, SlideShares (presentations), kits
• Content is sometimes “gated” – only accessible if
the reader provides their name, email, etc.
• Blogging gets traffic to your site
• Content gets you information about your readers
Who/what reads blogs?
• Potential customers: people who are looking for a
product like yours
• “Influencers” and “sharers”: people who may
never buy from you, but share your content with
their network of followers
• Search engines: webcrawlers “read” content and
rank it in search results
What are the components of a blog?• Title: less than 70 characters (webcrawlers stop
reading after 70 characters)
• Length: 200-800 words
• Image
• Calls-to-action: download an ebook, subscribe to
a blog
• Social share: readers can follow you on social
media OR share your content on their profiles
Why should companies blog?• To generate traffic (and leads)
• To establish “thought leadership” – being known
for pioneering a concept or school of thought
that’s related to your product
*Fun fact: The HubSpot blog existed before HubSpot software did. Our co-founder, Dharmesh, blogged about inbound marketing.
What are the components of a blog?• Title: less than 70 characters (webcrawlers stop
reading after 70 characters)
• Length: 200-800 words
• Image
• Calls-to-action: download an ebook, subscribe to
a blog
• Social share: readers can follow you on social
media OR share your content on their profiles
Why is blogging awesome?
• Blogging grows your organic traffic (people who
found you through unpaid search engine results)
• Organic traffic converts 5X better than referral
traffic (people who find you through social, email,
etc.) and 3X better than paid search engine
results
What should I blog about?
• Think about the target market for your product –
who is your ideal buyer?
• What do they think about every day?
• What problems or questions would they
encounter that would lead them to your product?
Example: HubSpot’s Marketing Blog• HubSpot’s ideal buyer is a marketer
• Every day, she thinks about how to connect her
product with potential buyers
• We blog about: how to run marketing campaigns
… how to measure success … how successful
companies do marketing … how to use marketing
tools like LinkedIn & Excel … how to master
marketing concepts like SEO
OK, I’m ready to get started!
• You’ll need a CMS (content management system)
• Free (!) options: Wordpress, Tumblr, Medium
• Free stock photo options:
http://blog.hubspot.com/marketing/free-stock-
photos
More resources:• Why Blog?
http://blog.hubspot.com/marketing/the-benefits-of-business-blogging-ht
• How to Create a Successful Blog Strategy:
http://blog.hubspot.com/marketing/blog-strategy-guide
• The Ultimate List of Free Content Creation Tools:
http://blog.hubspot.com/marketing/free-content-marketing-tools-list
• How to Choose the Best Blog Topics for Your Audience:
http://blog.hubspot.com/marketing/choose-the-best-blog-topics
• 11 Questions to Improve Your Blog:
http://blog.hubspot.com/marketing/business-blogging-strategy
Thank You!