Content Marketing Case Study

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http://www.HubSpot.com Case study on Content Marketing as part of an overall inbound marketing strategy to leverage blogs, social media and SEO to generate more leads.

Business Technologie

Content Marketing
Case Study
Importance of Content in Inbound Marketing
June 2009
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe

What’s HubSpot?
• Inbound marketing software for SMBs
• Over 1,300 customers in 2 years
• 85+ employees, lots of MIT grads

Marketing Has Changed

1950 - 2000 2000 - 2050

3

Outbound Marketing

Outbound Marketing Challenges
800-555-1234
Annoying
Salesperson

Inbound Marketing

Blog SEO Social Media

Lower Your Cost / Lead

www.HubSpot.com/ROI

Importance of Content

Thought leadership

SEO

Social media

What to Publish?

Blog
Podcast
Videos
Photos
Presentations
eBooks
News Releases

More Content = More Links

10

How Many Tickets Do You Have?

Content Makes You Interesting

Case Study: Video

Two videos with over 30,000 views
One attracted 43 blog articles in 2 weeks

Video Measurement

Case Study: Blog

• Top 3 source of leads
• 7-10% visit company website
• 10-20% lead conversion rate

Blog Content Measurement

Blog Measurement

The Ultimate Measurement
Visitors from Social Media

Visitors Leads Customers
SEO 5,289 754 12
Social Media 834 72 3
YouTube 511 28 1

Thank You!

www.HubSpot.com/free-trial

www.Grader .com

Mike Volpe
HubSpot VP Marketing
Twitter: @mvolpe

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Content Marketing Case Study

1. Content Marketing Case Study Importance of Content in Inbound Marketing June 2009 Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe

2. What’s HubSpot? • Inbound marketing software for SMBs • Over 1,300 customers in 2 years • 85+ employees, lots of MIT grads

3. Marketing Has Changed 1950 - 2000 2000 - 2050 3

4. Outbound Marketing

5. Outbound Marketing Challenges 800-555-1234 Annoying Salesperson

6. Inbound Marketing Blog SEO Social Media

7. Lower Your Cost / Lead www.HubSpot.com/ROI

8. Importance of Content Thought leadership SEO Social media

9. What to Publish? Blog Podcast Videos Photos Presentations eBooks News Releases

10. More Content = More Links 10

11. How Many Tickets Do You Have?

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13. Case Study: Video Two videos with over 30,000 views One attracted 43 blog articles in 2 weeks

14. Video Measurement

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16. Blog Content Measurement

17. Blog Measurement

18. The Ultimate Measurement Visitors from Social Media Visitors Leads Customers SEO 5,289 754 12 Social Media 834 72 3 YouTube 511 28 1

19. Thank You! www.HubSpot.com/free-trial www.Grader .com Mike Volpe HubSpot VP Marketing Twitter: @mvolpe