Slides: SlideShare.

net/HubSpot
Twitter: @mvolpe

Blogging for Business

Mike Volpe
VP Marketing
HubSpot
 Agenda

1 Why
1. Wh is blogging important?

2. The 3 Keys to Success

3. Measuring Results
Outbound Marketing

800-555-1234
Annoying
Salesperson
 Inbound Marketing

Blogg SEO Social Media

 Rethinking Marketing
Outbound Marketing Inbound Marketing
• Telemarketing • SEO / SEM
• Trade shows • Blogging
• Direct mail • Social Media
• Email blasts • RSS
• Print ads • Free tools/trials
• TV/radio ads • Public Relations

Interruption Permission
 Blogging is Inbound Marketing

• Blogging helps with

ith SEO

• Blogging helps with Social News Sites

• Blogging helps with Social Networking Sites

• Blogging is Permission Centric

Flickr:: Annie Mole
Flickr
 Agenda

1 Why
1. Wh is blogging important?

2. The 3 Keys to Success

3. Measuring Results
 3 Keys to Blog Success

Commenting Reading

W iti
Writing
 Reading Other Blogs
1. Get an RSS Reader (google.com/reader)
2 Set reader as homepage
2.
3. Search for relevant blogs
• Blogsearch.Google.com
• Technorati.com
• Icerocket.com
4. Subscribe to blogs
g
 RSS Simplifies Reading

Your Industry
Blogs
 RSS = Distributed Content

• RSS = Reall
Really Simple S
Syndication
ndication

• Users consume content how they want

• Unlocks content from a URL

• Anonymous subscription
 3 Keys to Blog Success

Commenting Reading

W iti
Writing
 Tips on Comments
Increase the value of the article:

• Share an example
• Add a point
• Add a useful link
• Disagree
• Ask a question
• Use your real name (not company)
 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 we
received. Mine is a fully automatic machine,
so you just dump water and whole coffee
beans in the top and it does the rest.
 Why Leave Comments?
• Karma

• Get noticed by other bloggers

• Get noticed by other blog readers

• Get links back to your blog

• Thought leadership
 3 Keys to Blog Success

Commenting Reading

W iti
Writing
 Key Blog Software Features
Blog Functionality:
• Uses your
o rb
business
siness URL
URL, not a subdomain
s bdomain 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 email

HubSpot does it all

 Key Blog Software Features
Analytics functionality:
• Reports email and RSS ssubscribers
bscribers o
over
er time
• Tracks each article (links, comments, views)
• Measures visitors and leads from your blog
• Tracks rank for keywords in search engines
• Tracks your competition as compared to you

HubSpot does it all

 Key Blog Software Features
Support and expertise:
• Support
S pport people that answer
ans er technical /
support questions
• People, articles and videos that provide
marketing expertise on how to succeed with
your blog

HubSpot does it all

 When to Blog

• Start before you

o ha
have
e a prod
product
ct
• 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

 Biggest Blogging Mistake
Using a “free” URL from Blogspot or Typepad

• HubSpot.blogspot.com – NO!
• HubSpot.typepad.com – NO!

• Blog.HubSpot.com – Yes
• HubSpot.com/Blog
HubSpot com/Blog – Yes
• SmallBusinessHub.com – Yes
 Blog Article Titles

• F
Funny:
nn “GoDaddy's
“GoDadd 's 16-Step
16 Step Checko
Checkout:
t
Brainless Marketing At Its Finest?”

• Enticing: “12 Quick Tips To Search

Google Like An Expert”

6th Most
Popular
• SEO: “Free Advertising on Google” HubSpot
Blog
Article
l
 Blog Frequency

• Steady
Stead readership?
• At least weekly, more is better.

• SEO focused?
• Frequency is less important.
 Blog Topic Ideas
• List of 5 ideas, trends or thoughts
• P blish a list of links
Publish
• Take a recent experience and share it
• Answer questions you received recently
• Comment on other blog articles
• Turn a press release into a blog article
• Check your email outbox
Bonus Section – Promote Your Blog

Flickr:: ClintJCL
Flickr
 Blog Promotion
• Email friends and family
• Replace email ne
newsletter
sletter with
ith blog
• Trade guest articles with similar blogger
• Digg, Reddit, StumbleUpon
• Facebook & LinkedIn
• Twitter (automatic with Twitterfeed)
Social Media Blog Article Promotion
 Agenda

1 Why
1. Wh is blogging important?

2. The 3 Keys to Success

3. Measuring Results
 Measurement

• Overall
O erall Blog Performance

• Individual Article Performance

SEO & Blog Ranks
Subscribers & Visitors
Blog Article Performance
Blog Article Analysis
Blog Article Analysis
Blog Article Analysis
 HubSpot Blog Stats
• 4,200 RSS Subscribers
• 1 000’s Email S
1,000’s Subscribers
bscribers
• Top 0.4% of websites (Alexa Traffic)
• Top 0.02% of blogs (Technorati Rank)
• 6 Front Page Digg Articles
• Nominated for 2 SEMMY Awards

We want to help you with your blog.

 Thank You!

HubSpot makes everything that
we just talked about a lot easier to do,
so check out www.HubSpot.com/Demo

Mike Volpe
VP Marketing
HubSpot
p

Facebook: www.facebook.com/people/Mike_Volpe/709797
LinkedIn: www.linkedin.com/in/mikevolpe
www linkedin com/in/mikevolpe
Twitter: www.twitter.com/mvolpe
 Additional Blogging Articles
1. http://blog.hubspot.com/blog/tabid/6307/bid/3326/10-Commandments-of-the-
Blogosphere.aspx
2. http://blog.hubspot.com/blog/tabid/6307/bid/3327/5-Tips-for-Efficient-
Blogging aspx
Blogging.aspx
3. http://blog.hubspot.com/blog/tabid/6307/bid/2134/How-to-Turn-a-Press-Release-
into-a-Blog-Article.aspx
4. http://blog.hubspot.com/blog/tabid/6307/bid/3257/How-to-Revive-an-Old-Blog-
Article for SEO asp
Article-for-SEO.aspx
5. http://blog.hubspot.com/blog/tabid/6307/bid/3243/5-Tips-to-Write-a-Really-
Quick-Blog-Article.aspx
6. http://blog.hubspot.com/blog/tabid/6307/bid/3013/8-Free-Links-to-Promote-a-
Blog.aspx
Bl
7. http://blog.hubspot.com/blog/tabid/6307/bid/2972/What-is-a-Marketing-Blogger-
Thankful-for.aspx
8. http://blog.hubspot.com/blog/tabid/6307/bid/2702/Blog-Advice-from-Blogging-
E
Experts-with-Podcast.aspx
t ith P d t
9. http://blog.hubspot.com/blog/tabid/6307/bid/1676/6-Reasons-Every-Small-
Business-Should-Be-Blogging-Are-You-Missing-the-Boat.aspx
10. http://blog.hubspot.com/blog/tabid/6307/bid/1364/7-Beginner-Blogger-Blunders-
and-How-To-Avoid-Them.aspx
dH T A id Th