Tag Archives: Content

The Inbound Marketing Methodology

9 Mar

Here is the methodology : create remarkable content, optimize this content for search engines and humans, promote it strategically and analyze the results. I’m going to touch upon each of these points one by one, and hopefully give you some actionable takeaways that you can apply to your marketing, starting with creation of content.

The Secrets of Content Creation

Content can come in various shapes and forms. It can be blogs, e-books, white papers, video and photo. For example, produce tons of content, and that’s the value we offer for visitors to convert them into leads. That’s how we keep their interest in our resources and, ultimately, in our product.

But many marketers are actually afraid of the workload associated with content production. Yet this doesn’t have to be the tack of one person in your organization. Think about ways in which you can crowdsource content and then re-package it. For instance, a podcast can be a series of blog posts, which can eventually become an e-book, and that’s something we are planning on doing.

Something else that you need to be aware of when you’re creating a lot of content is where you can publish it. Publish on various channels, and make sure you optimize for those different channels. But just to illustrate the importance of content creation, here is another piece of data. Companies that blog generate 55 percent more visitor traffic. You might be wondering, why is that?

Blogging allows you to talk about topics that are more appealing to people and allows you to make more interesting correlations. You can use long tailed keywords, you can attract more inbound links and you can use the comments section to generate conversations.
Your blog helps you become more interesting on social media as well. Take the content that you create on your blog and you share it on Facebook, on Twitter and other networks. The way to transform our blog readers into leads is by using calls to action at the end of each of our blog posts. Go to blog.hubspot.com and check out our articles there. Each one of them has a CTA, which stands for call to action, and you will see how each of our blog posts is consistent with the CTA used in that blog post. For example, if you read an article about social media, you might see a call to action about this social media webinar. That’s one way to think about it and one way you can generate leads off of your blogs.

Optimizing Content

The second step in our inbound marketing methodology is optimizing your content. Optimization really includes two elements: on-page optimization and off-page optimization. So on-page search engine optimization (SEO) refers to the elements on your site such as page title, meta tags, descriptions, and alt tags. Off-page SEO, on the other hand,

refers to the number of inbound links you can accumulate, and they will basically elevate you in the eyes of search engines, and place you high on the results pages. If you really want to get granular, you can look at the different SEO elements on your page. They need to be consistent: the same keywords should be present in the page title and the URL, and the description.

If you are curious about how your website is performing, if you have all those elements and if they’re working, you should check out HubSpot’s Website Grader which has ranked over 3 million sites and helped them to improve how they rank in search engines. So go ahead, rank your website and tell us how you’re doing.

Content Promotion

The third part of our inbound marketing methodology is promoting your content. Once you start creating really valuable and remarkable content, you will should think about ways in which you can share it.

Another piece of data that I wanted to share was–companies that blog get 79 percent more Twitter followers than companies that are not blogging. That’s definitely no coincidence. If you have something meaningful to write about on your blog, you will be more interesting on social networks, such Twitter and Facebook, LinkedIn, Foursquare, and so on.

So where can you share that content? What are the channels that you can utilize? You should really experiment with that part because it can differ from business to business. But here are a couple of more general ideas:

Include the Facebook “Like” button in your e-books, blog posts & emails
Schedule tweets for already existing content
Maximize the traction you are getting from email marketing by testing different subject lines

Analyzing Results

The last part of the inbound marketing methodology that we really care about.
Creating content, optimizing it and promoting—that is all great. But in order to improve results and replicate success, you will need to be constantly measuring results. To do that, you need to track not only the number of visits you’re getting, but also the number of leads.

Some useful Tools

  • Engage Your Customers. Ask Questions. Get Feedback with Twtpolls
  • Receive regular email alerts of tweets containing your brand, product, service with Twitalert
  • Receive free daily email alerts of your brand, company, CEO, marketing campaign, or on a developing news story, a competitor, or the latest on a celebrity with SocialMention

Create your own Social Media measuring ToolKit with oneforty

From Prospect to Evangelist- Optimizing Relationships with Social Media, HupSpot

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