Inbound Certification Class 4: The Fundamentals of Blogging
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Transcript of Inbound Certification Class 4: The Fundamentals of Blogging
![Page 1: Inbound Certification Class 4: The Fundamentals of Blogging](https://reader030.fdocuments.in/reader030/viewer/2022032513/55d2848cbb61ebdb098b4635/html5/thumbnails/1.jpg)
Inbound CertificationBrought to you by HubSpot Academy
The Fundamentals of Blogging
Professor: Dee Dee de Kenessey
CLASS 04
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1WHY DOES BLOGGING HELP YOUR INBOUND MARKETING?
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WHAT IS BLOGGING?Your blog is a place to regularly publish and promote new content related to your business and industry.
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Do they want to learn more about the topic?
Strategically promote offers.If your visitor wants to learn more, provide them with that next step.
Do they want to subscribe?
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STAND OUT AS AN EXPERT IN YOUR INDUSTRY.BUILD TRUST.
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2 HOW DO YOU CREATE A SUCCESSFUL BLOG?
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Pick a topic and a title.
Promote your blog posts.
Analyze the performance of your blog posts.
BLOGGING BEST PRACTICES
Promote offers on your blog to increase lead generation.
Format and optimize the post.
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Pick a topic and a title.
Promote your blog posts.
Analyze the performance of your blog posts.
BLOGGING BEST PRACTICES
Promote offers on your blog to increase lead generation.
Format and optimize the post.
![Page 12: Inbound Certification Class 4: The Fundamentals of Blogging](https://reader030.fdocuments.in/reader030/viewer/2022032513/55d2848cbb61ebdb098b4635/html5/thumbnails/12.jpg)
Writeeducational content.Answer the questions or problems that people are searching for answers to.
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WRITE ABOUT YOUR INDUSTRY,NOT YOURSELF.
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• What are the most frequently asked questions?
• What do your buyer personas need help with?
• What do you wish people knew about your industry?
• What are industry bloggers, social media and your
competitors talking about?
BRAINSTORM A LIST OF TOPICS
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When picking a topic, do keyword research.Which keywords do your buyer personas use? Which are associated with your industry?
Write about those topics to get found and start ranking higher in search results.
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PICK ONE TOPIC TO FOCUS ON PER POST.
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Pick a topic and a title.
Promote your blog posts.
Analyze the performance of your blog posts.
BLOGGING BEST PRACTICES
Promote offers on your blog to increase lead generation.
Format and optimize the post.
![Page 18: Inbound Certification Class 4: The Fundamentals of Blogging](https://reader030.fdocuments.in/reader030/viewer/2022032513/55d2848cbb61ebdb098b4635/html5/thumbnails/18.jpg)
Start with a working title.
Start here to narrow your topic down and focus on one single angle.
“Choosing paint colors”
“The Best Colors to Paint Your Kitchen”
TOPIC
WORKING TITLE
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Include along-tail keyword in the title.It should be based on the topic you’ve chosen for the post.
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Make the value of the post clear.Set the right expectations – what is the reader going to get out of it?
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Shorten the title to under 60 characters.Google only shows the first 50-60 characters of a title in search results.
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WHICH TITLE FOLLOWS BEST PRACTICES?
A. The Key to a Good Meeting
B. How to Have a Team Meeting Where People Pay Attention andDon’t Fall Asleep at the Table Instead
C. Meeting Leadership Skills
D. How to Stop Holding Boring Team Meetings
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WHICH TITLE FOLLOWS BEST PRACTICES?
A. The Key to a Good Meeting
B. How to Have a Team Meeting Where People Pay Attention andDon’t Fall Asleep at the Table Instead
C. Meeting Leadership Skills
D. How to Stop Holding Boring Team Meetings
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Pick a topic and a title.
Promote your blog posts.
Analyze the performance of your blog posts.
BLOGGING BEST PRACTICES
Promote offers on your blog to increase lead generation.
Format and optimize the post.
![Page 25: Inbound Certification Class 4: The Fundamentals of Blogging](https://reader030.fdocuments.in/reader030/viewer/2022032513/55d2848cbb61ebdb098b4635/html5/thumbnails/25.jpg)
Looking for more?Get the full class experience and more
with the free Inbound Certification.
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Use whitespace.It allows the visitor to focus on the content, not the clutter.
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Use section headers, bullets or numbered lists to break up information.
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Bold important information.Help readers quickly understand the key takeaways from the post.
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Include images to break text up visually.Place an image at the top of each post to entice your visitors to read more.
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Pick a topic and a title.
Promote your blog posts.
Analyze the performance of your blog posts.
BLOGGING BEST PRACTICES
Promote offers on your blog to increase lead generation.
Format and optimize the post.
![Page 31: Inbound Certification Class 4: The Fundamentals of Blogging](https://reader030.fdocuments.in/reader030/viewer/2022032513/55d2848cbb61ebdb098b4635/html5/thumbnails/31.jpg)
Is it used naturally in the body?
Is it in the URL?
Is it in the image alt-text?
Is it in the page title?
Optimize the post around the long-tail keyword.
Is it in the headers?
Is it in the post title?
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Include relevant internal and external links within the content.
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Pick a topic and a title.
Promote your blog posts.
Analyze the performance of your blog posts.
BLOGGING BEST PRACTICES
Promote offers on your blog to increase lead generation.
Format and optimize the post.
![Page 34: Inbound Certification Class 4: The Fundamentals of Blogging](https://reader030.fdocuments.in/reader030/viewer/2022032513/55d2848cbb61ebdb098b4635/html5/thumbnails/34.jpg)
USE YOUR BLOG TO STRATEGICALLY PROMOTE YOUR CURRENT OFFERS.
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Feature calls-to-action on the blog sidebar.These will appear on every post, so they should target a large segment of your visitors.
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Include a call-to-action at the end of each post.This offer should be relevant to the content that a visitor has just read.
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Pick a topic and a title.
Promote your blog posts.
Analyze the performance of your blog posts.
BLOGGING BEST PRACTICES
Promote offers on your blog to increase lead generation.
Format and optimize the post.
![Page 38: Inbound Certification Class 4: The Fundamentals of Blogging](https://reader030.fdocuments.in/reader030/viewer/2022032513/55d2848cbb61ebdb098b4635/html5/thumbnails/38.jpg)
Link internally to your blog posts.
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Leverage your website.Promote recent or popular posts on
your blog sidebar, and add a blog link to your main website navigation.
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Share posts on social media.Promote them when you publish and include social sharing buttons at the top of the posts.
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Promote posts via email.Send your buyer personas relevant content, include posts in newsletters, and
create a blog digest email for your subscribers.
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Pick a topic and a title.
Promote your blog posts.
Analyze the performance of your blog posts.
BLOGGING BEST PRACTICES
Promote offers on your blog to increase lead generation.
Format and optimize the post.
![Page 43: Inbound Certification Class 4: The Fundamentals of Blogging](https://reader030.fdocuments.in/reader030/viewer/2022032513/55d2848cbb61ebdb098b4635/html5/thumbnails/43.jpg)
Look at the number of views for each blog post.
Look at the number of clicks on the call-to-action at the end of an individual post.
BLOG METRICS TO ANALYZE
Filter your most popular articles by topic, author or channel of promotion.
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Look at the number of views for each blog post.
Look at the number of clicks on the call-to-action at the end of an individual post.
BLOG METRICS TO ANALYZE
Filter your most popular articles by topic, author or channel of promotion.
![Page 45: Inbound Certification Class 4: The Fundamentals of Blogging](https://reader030.fdocuments.in/reader030/viewer/2022032513/55d2848cbb61ebdb098b4635/html5/thumbnails/45.jpg)
Look at the number of views for each blog post.
Look at the number of clicks on the call-to-action at the end of an individual post.
BLOG METRICS TO ANALYZE
Filter your most popular articles by topic, author or channel of promotion.
![Page 46: Inbound Certification Class 4: The Fundamentals of Blogging](https://reader030.fdocuments.in/reader030/viewer/2022032513/55d2848cbb61ebdb098b4635/html5/thumbnails/46.jpg)
WRITE CONSISTENTLY AND FREQUENTLY.
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WHAT DOES A SUCCESSFUL BLOG POST LOOK LIKE?
3
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Writing about their industry, not themselves
Educational subject
Did they pick a good topic?
Topic their buyer personas want to
hear about
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Long-tail keywordValue of the post is clear
Did they pick a compelling title?
The title pops!Under 60 characters
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Whitespace
Bolding
Which formatting best practices do you see?
Section header
Image
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URLPage title
Is the post optimized for search engines?
Image alt-text
Body
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Subscription form
Are they promoting their offers?
Could use the sidebar to promote an offer
Content offer relevant to the topic at
the bottom of the post
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Social following buttons
Social sharing buttons
Are they promoting their post?
Links to latest posts
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Ready for more?Get the full class experience and more
with the free Inbound Certification.
![Page 55: Inbound Certification Class 4: The Fundamentals of Blogging](https://reader030.fdocuments.in/reader030/viewer/2022032513/55d2848cbb61ebdb098b4635/html5/thumbnails/55.jpg)
GET INBOUND CERTIFIED.
START TODAY
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Inbound CertificationBrought to you by HubSpot Academy