Advanced Business Blogging: Coaching Clients to Blogging Success

Marketing AgencyTraining Program

November 2010

Peter Caputa IV

Partner Program Manager

Twitter: @pc4media

pcaputa@hubspot.com#HubSpotBlogging

Agenda

• Why Blog• Step One: Conduct Keyword Research• Step Two: Write Content• Step Three: Optimizing Your Content• Step Four: Promote Your Content in Social Media• Step Five: Analyze How Each Blog Post Has Done• How to Get Help

Exponential Effects

Blog

SEO• More Traffic• More Links

Social Media• Even More Traffic• Even More Links• More Content

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Off Page SEO: Link Building

We believe recommendations from friends because we trust the

person saying this.

Links trusted websites are online recommendations.

How Do You Get Links: Have Something to Link To!

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More Indexed Pages

More Content Drives More Visitors & Power

1    2    3    4    5    6    7    8    9    10   1,000

10,000

100,000

1,000,000

10,000,000

Average Pages per Website by Page Rank

Page Rank (10 is best)

Ave

rag

e #

of

Web

pag

es

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More Visitors

Blogging Means More Inbound Links

A Nice-Looking Restaurant Site

Another Nice-Looking Restaurant Site

What’s the difference?

Blog = Better SEO, More Traffic

Website Grade

Google Indexed Pages

Monthly Unique Visitors

www.craigieonmain.com 96 215 3,901

www.greenstreetgrill.com 66 6 Too Little Traffic to Estimate

Data from website.grader.com and compete.com

Agenda

• Why Blog• Step One: Conduct Keyword Research• Step Two: Write Content• Step Three: Optimizing Your Content• Step Four: Promote Your Content in Social Media• Step Five: Analyze How Each Blog Post Has Done• How to Get Help

Key #1: Identify Target Personas

Kadient photo by: David Meerman Scott

What Keywords Will Attract Your Leads?

Fill posts with them! Build an archive of content full of them!

Pick Your Keyword Battles with Keyword Grader

Agenda

• Why Blog• Step One: Conduct Keyword Research• Step Two: Write Content• Step Three: Optimizing Your Content• Step Four: Promote Your Content in Social Media• Step Five: Analyze How Each Blog Post Has Done• How to Get Help

Get Into the Content Mindset

• Make emails into blog posts• Turn forum posts into blog posts• Shoot videos at events• Interview customers for your blog• Repurpose company data for

public reports• Share lessons you learn• Create lists of trends or thoughts• Share & comments on

links/articles you enjoy

Flick Photo: Cindiann

Plan a Mix of Posts

News

Feature

Video

Photos

Opinion

Raisin Bran – Basic, Everyday Posts

• How to posts• Rich in keywords• Get good at whipping

them out• Make sure they’re

useful

Flickr Photo: greeneyesmilw

Spinach – Healthy, Thoughtful Posts

• Should establish your site as a thought leader in the industry

• Put time into them• Don’t do too many

Flickr Photo: ulteriorepicture

Roasts – Big Blog Projects

• Lots of work• Lots of links, discussion

and attention• Pick them well

Tabasco – Posts That Start Fires

• Make a bold statement• Be prepared to defend

yourself• Lots of comments and

links• Too many of these posts

could lose trust

Flickr Photo: ANOXLOU

Chocolate Cake – The Sweet Stuff

• These posts make your blog fun

• A chance to poke fun at yourself

• Lots of traffic/links • Often video, images

Flickr Photo: scubadive67

Pick a Publishing Schedule

• Once a week? Every Monday and Wednesday?

• Stick to it• The goal is to build up a body of

keyword-rich content (create an asset)

Agenda

• Why Blog• Step One: Conduct Keyword Research• Step Two: Write Content• Step Three: Optimizing Your Content• Step Four: Promote Your Content in Social Media• Step Five: Analyze How Each Blog Post Has Done• How to Get Help

Optimize Every Blog Post

Blog Article Analysis with Page Grader

Convert Conversations

Targeted calls to action at every step

Agenda

• Why Blog• Step One: Conduct Keyword Research• Step Two: Write Content• Step Three: Optimizing Your Content• Step Four: Promote Your Content in Social Media• Step Five: Analyze How Each Blog Post Has Done• How to Get Help

Publish Content to Social Media

Good Content Spreads

What Gets Shared?

Rarely Shared

FrequentlyShared

• Product info• Free trials• Software documentation

• New data• Funny videos• Top-notch blog posts

Encourage Sharing of Content

Agenda

• Why Blog• Step One: Conduct Keyword Research• Step Two: Write Content• Step Three: Optimizing Your Content• Step Four: Promote Your Content in Social Media• Step Five: Analyze How Each Blog Post Has Done• How to Get Help

Pageviews

• Which post is getting the most attention

Comments

• Quantitatively, a good indicator of engagement• Qualitatively, a great way to listen to market

Authority: Inbound Links

• Measure the SEO impact of your blog• An indicator of your blog’s role in outside conversations

Blog Article SEO Analysis

Blog Article Analysis

Track Blog Subscribers

Agenda

• Why Blog• Step One: Conduct Keyword Research• Step Two: Write Content• Step Three: Optimizing Your Content• Step Four: Promote Your Content in Social Media• Step Five: Analyze How Each Blog Post Has Done• How to Get Help

How to Get Help…

Learn the Value of the HubSpot Software…

• As a Marketing agency or consultant, you have access to longer trials IF you are interested in becoming a HubSpot Partner/Value Added Reseller

• Start a 30 day free trial for your website. http://bit.ly/99SOv or client: http://bit.ly/7bENS

• Gives you access to http://success.hubspot.com

What’s HubSpot?

• Inbound marketing software + training• Over 3,500 customers in 2 years• 175 employees• Still growing!

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Learn the Benefits of the Value Added Reseller Program

• Group of 200+ marketing agencies and consultants who leverage HubSpot software to more effectively and efficiently provide value to their clients.

• Support for developing new services, building lead funnel, sales and customer support and assistance, ensuring customer ROI and success.

• Margin share of 20% on all deals for the life of the customer

• Additional benefits for VARs who bring on 3+ customers and maintain high customer success rates.

A Group that Wants to Change How the World Does Marketing!

Ask for Help…

• Request a Consultation with a Senior Member of the HubSpot Team to discuss your skills, goals, etc: http://www.hubspot.com/partners/marketing-agency-consultation-request

• Apply for Sales Development Program: http://www.hubspot.com/partners/marketing-agency-sales-development-program/

List of Upcoming Classes/Link to Recordings

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http://www.hubspot.com/partners/training-program/classes

Weekly Email about Upcoming Classes - Thursday

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Live Webinar: Every Tuesday @ 1PM EST

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Additional Webinars SOMETIMES on Thursday at 2PM EST

Register for Weekly Class(es) to Get Login

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Some Homework & Recorded Stuff Too…

Download: http://www.hubspot.com/partner-program--inbound-marketing-calculator