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THE FUNDAMENTALS
OF BLOGGING.
Inbound Certification Class # 3
#INBOUND
1  Blogging and inbound marketing
2  Best practices for remarkable blog content
3  What blogging in execution looks like
4...
BLOGGING AND
INBOUND MARKETING.1
What is a blog?
DEFINITION OF A
BUSINESS BLOG
A collection of articles that provide helpful, valuable, educational, and
remarkable content...
79%of marketers with a
company blog reported
inbound ROI for 2013.
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2013
Want more visits, leads, and customers?
Blogging is a fundamental way for you to attract more qualified website traffic,
ther...
Each and every post you write gets published
as its own, individual, indexed page
on your website.
EACH PAGE IS AN
OPPORTUNITY.
The more indexed pages you have,
the more opportunities you have to
get found online.
GROW YOUR
KEYWORD FOOTPRINT.
Blog posts can be optimized for the keywords that you
want to rank for.
FLICKER USER CHEZ_SUGI
Each blog post
is an opportunity
to generate
new leads.
Once a visitor finds
your blog, this opens
the door to them
wanting...
of companies have
acquired a customer through
their blog.
43%
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2013
Blogging helps you
become an
industry leader
through education.
Through education,
you can build
authority and trust
with prospective customers.
BEST PRACTICES
FOR REMARKABLE
BLOG CONTENT.
2
If you build it, they will come:
The value of remarkable content
Remarkable content will be rewarded. Rewards can come in ...
Use your remarkable content to get
inbound links.
Inbound links are another way for search
engines to see the authority of...
Keep your buyer persona in mind.
Blog consistently and frequently.
Don’t forget about great formatting and imagery.
BLOGGI...
Keep your buyer persona in mind.
Blog consistently and frequently.
Don’t forget about great formatting and imagery.
BLOGGI...
Focus on the visitor — your
ideal buyer, not the
search engine.
KNOW YOUR AUDIENCE.
If the content on your blog doesn’t appeal to your
target audience – your buyer personas – you’re
neve...
The Buyer’s Journey
The Buyer’s Journey
How does blogging fit into the buyer’s journey?
Publish content
that’s on-topic
and important
to your
buyer personas.
If you help to
solve their
problem, they’ll
come back
to you.
Keep your buyer persona in mind.
Blog consistently and frequently.
Don’t forget about great formatting and imagery.
BLOGGI...
FOCUS ON
ONE TOPIC
PER BLOG
POST.
If you find you’re writing about
something else than where
you started, it’s time to brea...
Don’t forget about SEO.
•  Keywords in the title (55 characters)
•  Meta description (140 characters)
•  Image file name and Alt tags
•  Links and ...
Write compelling blog titles.
WHAT MAKES A
COMPELLING BLOG TITLE?
1  Actionable ... “How to Write Stellar How-To Posts for Your Business Blog”
2  Keywor...
Keep your buyer persona in mind.
Blog consistently and frequently.
Don’t forget about great formatting and imagery.
BLOGGI...
Blog consistently and frequently.
Publish as often as you want to get found online.
75%
82%
71% 67%
57%
0%
50%
100%
Multiple
times/day
Daily 2-3 times/
week
Weekly Month
Consistent Blogging Boosts Inbound R...
Keep your buyer persona in mind.
Blog consistently and frequently.
Don’t forget about great formatting and imagery.
BLOGGI...
Don’t overlook the importance of formatting.
Use formatting to draw the attention of the reader and keep them there.
•  Make the blog post as long as it needs to be
•  Use bolded text
•  Include subheads, numbers, and bulleted lists
•  Emb...
Keep your buyer persona in mind.
Blog consistently and frequently.
Don’t forget about great formatting and imagery.
BLOGGI...
Remember, your blog
also has huge
lead generation
potential.
Add CTAs
to your
blog
sidebar
Include
in-text
links/CTAs
And be sure to add a CTA to the
bottom of each post you write.
Ad...
OPTIMIZE EVERY BLOG POST WITH
CALLS-TO-ACTION FOR
LEAD GENERATION.
MAKE SURE YOUR CTAs ARE RELEVANT
Calls-to-Action (CTAs)...
Not relevant
to blog
topic
Relevant
to blog
topic
Make sure your blog CTAs are relevant
Keep your buyer persona in mind.
Blog consistently and frequently.
Don’t forget about great formatting and imagery.
BLOGGI...
WHAT BLOGGING IN
EXECUTION LOOKS LIKE.3
Become an
educational hub
and offer
high-quality content.
FLICKER USER GADL
•  Long-tail keywords
•  Recent industry and industry-related news
•  Common questions from your customers
•  Respond to b...
Stay fresh and relevant.
By nature, a blog should always provide the most up-to-date information,
whether it be in terms o...
Reuse and recycle
your blog posts.
To keep content fresh, update and
republish outdated blog posts.
FLICKER USER NICKWHEEL...
•  Identify your top-performing outdated posts.
•  Keep the URL the same.
•  You can change the title, but keep the keywor...
Now that you have this
great blog post,
how do you promote it?
Leverage your website
HOW TO PROMOTE BLOG CONTENT
1
2
3
4
Use your social media presence
Include in email marketing
Connec...
LEVERAGE YOUR WEBSITE1
WAYS TO
LEVERAGE YOUR
WEBSITE.
1  Add blog link to your main
website navigation.
2  Add a blog RSS feed to your
homepage &...
USE YOUR SOCIAL
MEDIA PRESENCE2
USE SOCIAL
MEDIA.
1  Promote blog articles through
social posts.
2  Answer questions and link back
to a related blog post....
INCLUDE IN
EMAIL MARKETING3
INCLUDE BLOG
POSTS IN EMAIL.

1  Use your personas (and
their interests/pain points) to
segment your leads and
send releva...
CONNECT WITH
YOUR NETWORK4
OTHER BLOG
PROMO IDEAS.
1  Publish a press release.
2  Add a blog link to your
other content.
3  Add a blog link to your
b...
DOES IT WORK?
Analyzing the efficacy of your blog.
WHAT TO
ANALYZE
1  Number of article views.
2  Blog subscription growth
by both RSS and email.
3  Most popular articles (b...
ANALYZE TRENDS
What do you look for when analyzing blog post views?
What do you look for when analyzing blog post views?
What do you look for when analyzing blog post
CTA click-throughs?
What do you look for when analyzing blog post
CTA click-throughs?
DON’T EXPECT
OVERNIGHT SUCCESS.
KEY TAKEAWAYS
AND RESOURCES.4
KEY TAKEAWAYS
1  Use your blog to provide remarkable, educational, helpful,
industry-related content meant for your target...
4  Optimize your content for lead generation by adding a
relevant CTA to each post.
5  Promote your blog content in channe...
RESOURCES
1  An Introduction to Business Blogging [eBook]
2  15 Business Blogging Mistakes & Easy Fixes [eBook]
3  HubSpot...
The Fundamentals of Blogging
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Blogging is critical to inbound marketing success. Blog posts not only allow you to demonstrate thought leadership, but they allow you to educate your prospects, answer their questions and solve their problems. Blog posts are also incredible at enhancing the search engine optimization of your website. They help to generate more visits, leads and customers.

This presentation is part of HubSpot's complimentary Inbound Certification. Get started at: http://academy.hubspot.com/certification

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The Fundamentals of Blogging

  1. THE FUNDAMENTALS OF BLOGGING. Inbound Certification Class # 3
  2. #INBOUND
  3. 1  Blogging and inbound marketing 2  Best practices for remarkable blog content 3  What blogging in execution looks like 4  Key takeaways and resources AGENDA
  4. BLOGGING AND INBOUND MARKETING.1
  5. What is a blog?
  6. DEFINITION OF A BUSINESS BLOG A collection of articles that provide helpful, valuable, educational, and remarkable content to your target audience. By providing this value, blogs can easily and effectively draw prospects to your website.
  7. 79%of marketers with a company blog reported inbound ROI for 2013. SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2013
  8. Want more visits, leads, and customers? Blogging is a fundamental way for you to attract more qualified website traffic, therefore helping you convert better leads and close more customers.
  9. Each and every post you write gets published as its own, individual, indexed page on your website.
  10. EACH PAGE IS AN OPPORTUNITY. The more indexed pages you have, the more opportunities you have to get found online.
  11. GROW YOUR KEYWORD FOOTPRINT. Blog posts can be optimized for the keywords that you want to rank for. FLICKER USER CHEZ_SUGI
  12. Each blog post is an opportunity to generate new leads. Once a visitor finds your blog, this opens the door to them wanting to learn more.
  13. of companies have acquired a customer through their blog. 43% SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2013
  14. Blogging helps you become an industry leader through education.
  15. Through education, you can build authority and trust with prospective customers.
  16. BEST PRACTICES FOR REMARKABLE BLOG CONTENT. 2
  17. If you build it, they will come: The value of remarkable content Remarkable content will be rewarded. Rewards can come in the form of social shares or even inbound links. FLICKER USER iowa_spirit_walker
  18. Use your remarkable content to get inbound links. Inbound links are another way for search engines to see the authority of your website. They are like votes.
  19. Keep your buyer persona in mind. Blog consistently and frequently. Don’t forget about great formatting and imagery. BLOGGING BEST PRACTICES FOR REMARKABLE CONTENT Address one topic per blog post. Or miss out on lead conversion opportunities!
  20. Keep your buyer persona in mind. Blog consistently and frequently. Don’t forget about great formatting and imagery. BLOGGING BEST PRACTICES FOR REMARKABLE CONTENT Address one topic per blog post. Or miss out on lead conversion opportunities!
  21. Focus on the visitor — your ideal buyer, not the search engine.
  22. KNOW YOUR AUDIENCE. If the content on your blog doesn’t appeal to your target audience – your buyer personas – you’re never going to convert all of that traffic into leads and customers for your business.
  23. The Buyer’s Journey
  24. The Buyer’s Journey How does blogging fit into the buyer’s journey?
  25. Publish content that’s on-topic and important to your buyer personas.
  26. If you help to solve their problem, they’ll come back to you.
  27. Keep your buyer persona in mind. Blog consistently and frequently. Don’t forget about great formatting and imagery. BLOGGING BEST PRACTICES FOR REMARKABLE CONTENT Address one topic per blog post. Or miss out on lead conversion opportunities!
  28. FOCUS ON ONE TOPIC PER BLOG POST. If you find you’re writing about something else than where you started, it’s time to break up your post. FLICKER USER 55Laney69
  29. Don’t forget about SEO.
  30. •  Keywords in the title (55 characters) •  Meta description (140 characters) •  Image file name and Alt tags •  Links and anchor text •  Focus on mobile optimization SEO BEST PRACTICES FOR BLOGGING
  31. Write compelling blog titles.
  32. WHAT MAKES A COMPELLING BLOG TITLE? 1  Actionable ... “How to Write Stellar How-To Posts for Your Business Blog” 2  Keyword-Conscious … “What Is a Landing Page and Why Should You Care?” 3  Brief … “15 Examples of Brilliant Homepage Design” 4  Clear … “Answers to Your Top Questions From the Science of Inbound Marketing” 5  Definitive … “The Ultimate Guide to Creating Compelling Case Studies” 6  Intriguing … “30 Terrible Pieces of Social Media Advice You Should Ignore”
  33. Keep your buyer persona in mind. Blog consistently and frequently. Don’t forget about great formatting and imagery. BLOGGING BEST PRACTICES FOR REMARKABLE CONTENT Address one topic per blog post. Or miss out on lead conversion opportunities!
  34. Blog consistently and frequently. Publish as often as you want to get found online.
  35. 75% 82% 71% 67% 57% 0% 50% 100% Multiple times/day Daily 2-3 times/ week Weekly Month Consistent Blogging Boosts Inbound ROI 82% of marketers who blog daily report positive ROI for overall inbound efforts. SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2013
  36. Keep your buyer persona in mind. Blog consistently and frequently. Don’t forget about great formatting and imagery. BLOGGING BEST PRACTICES FOR REMARKABLE CONTENT Address one topic per blog post. Or miss out on lead conversion opportunities!
  37. Don’t overlook the importance of formatting. Use formatting to draw the attention of the reader and keep them there.
  38. •  Make the blog post as long as it needs to be •  Use bolded text •  Include subheads, numbers, and bulleted lists •  Embrace whitespace •  Use high-quality images BLOG FORMATTING BEST PRACTICES
  39. Keep your buyer persona in mind. Blog consistently and frequently. Don’t forget about great formatting and imagery. BLOGGING BEST PRACTICES FOR REMARKABLE CONTENT Address one topic per blog post. Or miss out on lead conversion opportunities!
  40. Remember, your blog also has huge lead generation potential.
  41. Add CTAs to your blog sidebar Include in-text links/CTAs And be sure to add a CTA to the bottom of each post you write. Add a Call-to-Action to your blog and blog post
  42. OPTIMIZE EVERY BLOG POST WITH CALLS-TO-ACTION FOR LEAD GENERATION. MAKE SURE YOUR CTAs ARE RELEVANT Calls-to-Action (CTAs) are providing the next logical step.
  43. Not relevant to blog topic Relevant to blog topic Make sure your blog CTAs are relevant
  44. Keep your buyer persona in mind. Blog consistently and frequently. Don’t forget about great formatting and imagery. BLOGGING BEST PRACTICES FOR REMARKABLE CONTENT Address one topic per blog post. Or miss out on lead conversion opportunities!
  45. WHAT BLOGGING IN EXECUTION LOOKS LIKE.3
  46. Become an educational hub and offer high-quality content. FLICKER USER GADL
  47. •  Long-tail keywords •  Recent industry and industry-related news •  Common questions from your customers •  Respond to blog comments or other blogs •  Go negative or positive •  Hot industry topics •  Invite guest bloggers BLOG TOPIC IDEAS
  48. Stay fresh and relevant. By nature, a blog should always provide the most up-to-date information, whether it be in terms of industry advancements, data and statistics, or tips and best practices.
  49. Reuse and recycle your blog posts. To keep content fresh, update and republish outdated blog posts. FLICKER USER NICKWHEELEROZ
  50. •  Identify your top-performing outdated posts. •  Keep the URL the same. •  You can change the title, but keep the keywords. •  Include an editor’s note for transparency. •  Update the content for accuracy. TIPS FOR REPUBLISHING BLOG CONTENT
  51. Now that you have this great blog post, how do you promote it?
  52. Leverage your website HOW TO PROMOTE BLOG CONTENT 1 2 3 4 Use your social media presence Include in email marketing Connect with your network
  53. LEVERAGE YOUR WEBSITE1
  54. WAYS TO LEVERAGE YOUR WEBSITE. 1  Add blog link to your main website navigation. 2  Add a blog RSS feed to your homepage & ‘About’ pages. 3  Link internally to relevant articles and posts. 4  Use your blog sidebar to promote popular/recent posts.
  55. USE YOUR SOCIAL MEDIA PRESENCE2
  56. USE SOCIAL MEDIA. 1  Promote blog articles through social posts. 2  Answer questions and link back to a related blog post. 3  Use blog content as fodder to engage in meaningful conversation with others in your industry.
  57. INCLUDE IN EMAIL MARKETING3
  58. INCLUDE BLOG POSTS IN EMAIL. 1  Use your personas (and their interests/pain points) to segment your leads and send relevant blog posts. 2  Include articles in a email newsletters. 3  Create a weekly or monthly blog digest email.
  59. CONNECT WITH YOUR NETWORK4
  60. OTHER BLOG PROMO IDEAS. 1  Publish a press release. 2  Add a blog link to your other content. 3  Add a blog link to your business card. 4  Add blog articles to a “resource center” of helpful articles and content. 5  Add a blog link to your email signature block. 6  Encourage blog subscriptions.
  61. DOES IT WORK? Analyzing the efficacy of your blog.
  62. WHAT TO ANALYZE 1  Number of article views. 2  Blog subscription growth by both RSS and email. 3  Most popular articles (by author, by content, and/ or by channel). 4  Number of inbound links.
  63. ANALYZE TRENDS
  64. What do you look for when analyzing blog post views?
  65. What do you look for when analyzing blog post views?
  66. What do you look for when analyzing blog post CTA click-throughs?
  67. What do you look for when analyzing blog post CTA click-throughs?
  68. DON’T EXPECT OVERNIGHT SUCCESS.
  69. KEY TAKEAWAYS AND RESOURCES.4
  70. KEY TAKEAWAYS 1  Use your blog to provide remarkable, educational, helpful, industry-related content meant for your target audience. 2  Blog consistently and frequently to reap maximum benefits. 3  Optimize your content with keywords to get found via search.
  71. 4  Optimize your content for lead generation by adding a relevant CTA to each post. 5  Promote your blog content in channels like your website, social media, and email. 6  Measure and analyze your blog so you can do more of what works (and less of what doesn’t). KEY TAKEAWAYS
  72. RESOURCES 1  An Introduction to Business Blogging [eBook] 2  15 Business Blogging Mistakes & Easy Fixes [eBook] 3  HubSpot’s Blog Topic Generator [online tool} 4  7 Elements of a Blog You Need To Include to be Successful [blog post] 5  How to Think Up a Year’s Worth of Blog Post Topics in an Hour [blog post]
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Blogging is critical to inbound marketing success. Blog posts not only allow you to demonstrate thought leadership, but they allow you to educate your prospects, answer their questions and solve their problems. Blog posts are also incredible at enhancing the search engine optimization of your website. They help to generate more visits, leads and customers. This presentation is part of HubSpot's complimentary Inbound Certification. Get started at: http://academy.hubspot.com/certification

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