Business Blog Marketing
description
Transcript of Business Blog Marketing
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Slides: SlideShare.net/HubSpot
Twitter: @mvolpeTwitter: @mvolpe
Blogging for Business
Mike VolpeVP MarketingVP MarketingHubSpot
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Agenda
1 Wh is blogging important?1. Why is blogging important?
2. The 3 Keys to Success
3. Measuring Results
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Outbound Marketing
800-555-1234AnnoyingSalesperson
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Inbound Marketing
Blog SEO Social Mediag
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Rethinking MarketingOutbound Marketing• Telemarketing
Inbound Marketing• SEO / SEM
• Trade shows• Direct mail• Email blasts
• Blogging• Social Media• RSS• Email blasts
• Print ads• TV/radio ads
• RSS• Free tools/trials• Public Relations
Interruption Permission
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Blogging is Inbound Marketing
Blogging helps ith SEO• Blogging helps with SEO
• Blogging helps with Social News Sites
• Blogging helps with Social Networking Sites
• Blogging is Permission Centric
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FlickrFlickr: Annie Mole: Annie Mole
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Agenda
1 Wh is blogging important?1. Why is blogging important?
2. The 3 Keys to Success
3. Measuring Results
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3 Keys to Blog Success
ReadingCommenting
W itiWriting
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Reading Other Blogs
1. Get an RSS Reader (google.com/reader)2 Set reader as homepage2. Set reader as homepage3. Search for relevant blogs
• Blogsearch.Google.com• Technorati.com• Icerocket.com
4. Subscribe to blogsg
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RSS Simplifies Reading
Your Industry Blogs
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RSS = Distributed Content
RSS Reall Simple S ndication• RSS = Really Simple Syndication
• Users consume content how they want
• Unlocks content from a URL
• Anonymous subscription
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3 Keys to Blog Success
ReadingCommenting
W itiWriting
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Tips on Comments
Increase the value of the article:
• Share an example• Add a point• Add a useful linkAdd a useful link• Disagree
Ask a question• Ask a question• Use your real name (not company)
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Example (Not Great)http://blog.hubspot.com/blog/tabid/6307/bid/4206/Andrew-McAfee-Answers-The-Proust-Questionnaire.aspx
I am also a huge fan of my espresso machine, it is by far my favorite wedding gift weit is by far my favorite wedding gift we received. Mine is a fully automatic machine, so you just dump water and whole coffeeso you just dump water and whole coffee beans in the top and it does the rest.
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Why Leave Comments?
• Karma
• Get noticed by other bloggers
• Get noticed by other blog readers
• Get links back to your blog
• Thought leadership• Thought leadership
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3 Keys to Blog Success
ReadingCommenting
W itiWriting
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Key Blog Software Features
Blog Functionality:Uses o r b siness URL not a s bdomain of• Uses your business URL, not a subdomain of someone else's URL
• Allows subscriptions by RSS and email• Automatically integrates with social media• Automatically sends new blog posts to your
subscribers by emailsubscribers by email
HubSpot does it allHubSpot does it all
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Key Blog Software Features
Analytics functionality:Reports email and RSS s bscribers o er time• Reports email and RSS subscribers over time
• Tracks each article (links, comments, views)• Measures visitors and leads from your blog• Tracks rank for keywords in search enginesTracks rank for keywords in search engines • Tracks your competition as compared to you
HubSpot does it all
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Key Blog Software Features
Support and expertise:S pport people that ans er technical /• Support people that answer technical / support questions
• People, articles and videos that provide marketing expertise on how to succeed with your blog
HubSpot does it allHubSpot does it all
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When to Blog
Start before o ha e a prod ct• Start before you have a product• Start before you have a website• Start before you have anything
• All you need: a rough market and some ideas
• A blog can launch a company
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Biggest Blogging Mistake
Using a “free” URL from Blogspot or Typepad
• HubSpot.blogspot.com – NO!• HubSpot.typepad.com – NO!
• Blog.HubSpot.com – YesHubSpot com/Blog Yes• HubSpot.com/Blog – Yes
• SmallBusinessHub.com – Yes
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Blog Article Titles
F nn “GoDadd 's 16 Step Checko t• Funny: “GoDaddy's 16-Step Checkout: Brainless Marketing At Its Finest?”
• Enticing: “12 Quick Tips To Search Google Like An Expert”
• SEO: “Free Advertising on Google”6th Most Popular HubSpot
Blog lArticle
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Blog Frequency
Stead readership?• Steady readership?• At least weekly, more is better.
• SEO focused?• Frequency is less important.
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Blog Topic Ideas
• List of 5 ideas, trends or thoughtsP blish a list of links• Publish a list of links
• Take a recent experience and share it• Answer questions you received recently• Comment on other blog articlesComment on other blog articles• Turn a press release into a blog article
Check your email outbox• Check your email outbox
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Bonus Section – Promote Your Blog
FlickrFlickr: : ClintJCLClintJCL
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Blog Promotion
• Email friends and familyReplace email ne sletter ith blog• Replace email newsletter with blog
• Trade guest articles with similar blogger• Digg, Reddit, StumbleUpon• Facebook & LinkedInFacebook & LinkedIn• Twitter (automatic with Twitterfeed)
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Social Media Blog Article Promotion
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Agenda
1 Wh is blogging important?1. Why is blogging important?
2. The 3 Keys to Success
3. Measuring Results
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Measurement
O erall Blog Performance• Overall Blog Performance
• Individual Article Performance
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SEO & Blog Ranks
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Subscribers & Visitors
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Blog Article Performance
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Blog Article Analysis
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Blog Article Analysis
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Blog Article Analysis
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HubSpot Blog Stats
• 4,200 RSS Subscribers1 000’s Email S bscribers• 1,000’s Email Subscribers
• Top 0.4% of websites (Alexa Traffic)• Top 0.02% of blogs (Technorati Rank)• 6 Front Page Digg Articles6 Front Page Digg Articles• Nominated for 2 SEMMY Awards
We want to help you with your blog.
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Thank You!
HubSpot makes everything thatwe just talked about a lot easier to do,so check out www.HubSpot.com/Demo
Mike VolpeMike VolpeVP MarketingHubSpotp
Facebook: www.facebook.com/people/Mike_Volpe/709797LinkedIn: www linkedin com/in/mikevolpeLinkedIn: www.linkedin.com/in/mikevolpeTwitter: www.twitter.com/mvolpe
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Additional Blogging Articles1. http://blog.hubspot.com/blog/tabid/6307/bid/3326/10-Commandments-of-the-
Blogosphere.aspx2. http://blog.hubspot.com/blog/tabid/6307/bid/3327/5-Tips-for-Efficient-
Blogging aspxBlogging.aspx3. http://blog.hubspot.com/blog/tabid/6307/bid/2134/How-to-Turn-a-Press-Release-
into-a-Blog-Article.aspx4. http://blog.hubspot.com/blog/tabid/6307/bid/3257/How-to-Revive-an-Old-Blog-
Article for SEO aspArticle-for-SEO.aspx5. http://blog.hubspot.com/blog/tabid/6307/bid/3243/5-Tips-to-Write-a-Really-
Quick-Blog-Article.aspx6. http://blog.hubspot.com/blog/tabid/6307/bid/3013/8-Free-Links-to-Promote-a-
BlBlog.aspx7. http://blog.hubspot.com/blog/tabid/6307/bid/2972/What-is-a-Marketing-Blogger-
Thankful-for.aspx8. http://blog.hubspot.com/blog/tabid/6307/bid/2702/Blog-Advice-from-Blogging-
E t ith P d tExperts-with-Podcast.aspx9. http://blog.hubspot.com/blog/tabid/6307/bid/1676/6-Reasons-Every-Small-
Business-Should-Be-Blogging-Are-You-Missing-the-Boat.aspx10. http://blog.hubspot.com/blog/tabid/6307/bid/1364/7-Beginner-Blogger-Blunders-
d H T A id Thand-How-To-Avoid-Them.aspx