COS BLOGGING TRAINING CLASS

Transcription

1 COS BLOGGING TRAINING CLASS INTRODUCTORY 1 2 We will be starting at 4:02 pm ET. Use the Chat Pane in GoToTraining to Ask Questions! Have your goals for growth in mind! Do you have 90 minutes to devote your undivided attention to learning how to get the most out of your blogging strategy? Do you have the COS Blog? Lindsay #HubSpotting 1

2 COS BLOGGING TRAINING CLASS ARCHIVE PAGE ARCHIVE PAGES FOUND IN HUBSPOT PORTAL ARCHIVE PAGES FOUND IN HUBSPOT PORTAL 2

3 BLOGGING WORKSHOP After today s class 5:30pm-6pm TODAY S GOAL: To learn how to blog correctly using HubSpot. AGENDA 1 Blogging & inbound marketing [2 min] 2 Why blogging is critical to success [5 min] 3 How to create remarkable blog content [40 min] 4 HubSpot COS Blog Tool walkthrough [35 min] 5 Blogging next steps and resources [3 min] 3

4 1 BLOGGING AND INBOUND MARKETING. 4

5 2 WHY BLOGGING IS CRITICAL TO SUCCESS. WHAT IS A BLOG? WHAT IS A BLOG? Container for marketing content. 5

6 Why blog, anyway? Become an industry thought leader. Get found online. 6

7 Convert your visitors into leads. HOW TO CREATE REMARKABLE BLOG 3 CONTENT. MAJOR BENEFITS OF BLOGGING CORRECTLY: Become an industry leader through education Generate more traffic Convert traffic into leads 7

8 1 BECOME AN INDUSTRY LEADER THROUGH EDUCATION GOAL IS TO EDUCATE AND BUILD TRUST. GOAL IS TO EDUCATE & BUILD TRUST. It s about the customer, not the business. People don t need to be told how awesome you are let them come to this conclusion themselves. BEST PRACTICES TO EDUCATE 1 Write helpful articles (e.g. how to or 10 steps to ) 2 Gain your readers trust become a reliable source of valuable content 8

9 Google favors blogs with Google Authorship. What is Google Authorship? Add your Google+ URL 9

10 2 GENERATE TRAFFIC BEST PRACTICES TO GENERATE TRAFFIC: 1 Write consistently and frequently 2 One topic (long-tail keyword) per blog post 3 Make content irresistible BEST PRACTICES TO GENERATE TRAFFIC: 1 Write consistently and frequently 2 One topic (long-tail keyword) per blog post 3 Make content irresistible 10

11 WRITE CONSISTENTLY & FREQUENTLY. (AT LEAST 2X PER WEEK) BEST PRACTICES TO GENERATE TRAFFIC: 1 Write consistently and frequently 2 One topic (long-tail keyword) per blog post 3 Make content irresistible WHY JUST ONE KEYWORD FOCUS PER PAGE? Able to clearly & completely focus on one topic Makes content easy to understand Helps search engines crawl your content 11

12 ADD THE LONG-TAIL KEYWORD PHRASE TO: 1 The blog post title Spend half your time writing content, half writing the title. -Dharmesh Shah ADD KEYWORDS TO A FEW KEY PLACES. 1 1 Add keywords to blog title 12

13 ADD THE LONG-TAIL KEYWORD PHRASE TO: 1 The blog post title 2 Naturally, throughout the body of your text ADD KEYWORDS TO A FEW KEY PLACES. 1 1 Add keywords to blog title 2 Naturally throughout body and header text 2 ADD THE LONG-TAIL KEYWORD PHRASE TO: 1 The blog post title 2 Naturally, throughout the body of your text 3 Image Alt tag 4 Meta description 13

14 ADD KEYWORDS TO A FEW KEY PLACES. 1 1 Add keywords to blog title 3 2 Naturally throughout body and header text Image Alt tag 4 In the meta description 4 Find these suggestions in the tool BEST PRACTICES TO GENERATE TRAFFIC: 1 Write consistently and frequently 2 One topic (long-tail keyword) per blog post 3 Make content irresistible 14

15 PROPER FORMATTING TO MAKE IT IRRESISTIBLE. PROPER FORMATTING IS KEY! Article length: At least 600 words Whitespace & Images 3 Subheads, numbers, Bullets, bolding 3 Formatting inside the tool 15

16 Responsive Design WATER BREAK. 3 CONVERT TRAFFIC INTO LEADS 16

17 2 ways to optimize your blog for lead generation. Bottom of a blog post 4 Bottom of a blog post Beginning of the buying process offer Relevant to what they re reading Follow best practices 17

18 Blog sidebar Blog sidebar One beginning of the buying process One end of the buying process BEST PRACTICES FOR BLOGGING Educational content is where the transformation occurs from outbound marketing to inbound marketing. Write educational content (e.g. how to and 10 steps to ) Drive traffic to your website by blogging regularly and consistently 2X per week Optimize blog posts around one topic, or long-tail keyword Make content welcoming and easy to digest through proper formatting Include one beginning-of-the-buying-process CTA at the bottom of every blog post you write Include two CTAs in blog sidebar: one beginning-of-the-buyingprocess CTA and one end-of-the-buying-process CTA. 18

19 TOUR THE BLOGGING 4 TOOL. Log in to HubSpot Select Blog from Content dropdown 19

20 Blog homepage: Where blog content lives 1 HIGH LEVEL OVERVIEW Blog tool organization 20

21 Blog posts sorted by Types of data available What data do you want to view? 21

22 Types of data available 2 DRILL DOWN: BLOG SETTINGS Select Content Settings from Content dropdown 22

23 General Options General Options Templates 23

24 Date Formats Comments Subscriptions 24

25 3 DRILL DOWN: CREATE BLOG CONTENT LIVE DEMO. DON T EXPECT OVERNIGHT SUCCESS 25

26 DON T HAVE TIME TO BLOG? There are alternatives. 1 Ask a coworker to help! 2 Hire a professional writer to create content for you! (marketplace.hubspot.com) 3 Have somebody manage your blog. (services.hubspot.com) RESOURCES AND NEXT 5 STEPS. 26

27 NEXT STEPS 1 Write at least two blog posts this week following best practices 2 Optimize each post around just one long-tail keyword and make your blog content irresistible with great formatting 3 Add a relevant call-to-action to the end of each blog post and two to blog sidebar CLASS RESOURCES 1 How to Use HubSpot s Blog Tool 2 11-Step Blogging Guide and Report Card 3 Blogging With Your Keywords Worksheet 4 20 Ways to Brainstorm new Blog Content COS BLOGGING TRAINING CLASS ARCHIVE PAGE 27

28 QUESTIONS? THANK YOU. BLOGGING WORKSHOP After today s class 5:30pm-6pm 28

29 WORKSHOP GOAL: To find a keyword phrase to write a blog post about, transform it into a great title, and get started drafting your blog post! WORKSHOP AGENDA 1 Find a keyword phrase 2 Develop a great title 3 Start drafting post! 1 FIND A KEYWORD. 29

30 2 DEVELOP A GREAT TITLE. START DRAFTING 3 CONTENT. 30