You know that blogging is key to powering your inbound marketing engine to drive traffic and leads, but how do you move past the first few entries to frequently create meaningful posts? You can't approach a blog as if you were writing poetry, waiting for inspiration. You need a practical, proven method of idea generation. To excel at inbound blogging, you need a factory that systematically pumps out fresh blog posts that search engines can find and your audience will love to read. These slides are the content from a 60 minute webinar plus Q&A explains how to apply regular planning principles to the generation of great web content. Learn from Jeffrey Henning, Founder & CTO of Vovici, one of the most prolific market-research bloggers writing today. Jeffrey, who posts fresh content daily at blog.vovici.com, has been blogging since 2000 and will share techniques you can use to blog your way to marketing success.

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2. HubSpot Case Study
Vovici’s Blog Factory Delivers Customers
Featuring: Jeffrey Henning, Founder & VP Strategy, Vovici
Moderator: Kirsten Knipp, Director Product Evangelism, HubSpot
Image: courtesy of blogs.worldbank.org

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• Today’s webinar is scheduled to last 1 hour
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http://www.hubspot.com/hubspot-vovici-blog-
factory-archive/

4. About Our Speakers
Jeffrey Henning
Founder & VP Strategy
Co-founder of Perseus, which combined
with WebSurveyor to form Vovici in 2006.
Earlier roles in market research at BIS.
Blogger extraordinaire.
@jhenning
Kirsten Knipp
Director, Product Evangelism
Professional tech & social media marketer with
experience in telco, semiconductors, enterprise & SMB
software. Recovering hotelier.
@kirstenpetra

5. About HubSpot
Inbound Marketing software
& advice that helps SMB
businesses grow
2006 Founded
2,300+ Customers
98% Retention
130+ Employees

6. About Vovici
SELECTED CUSTOMERS
60% Of the Fortune 500
2,000 Customers in over 47 countries
150 Million completed surveys in more
than 115 different languages.
16 Years of industry experience,
leadership and innovation
KEY PARTNERS
6

7. Blog.Vovici.com
7

8. Agenda | The Blog Factory
8

9. Agenda | The Blog Factory
Research Warehouse Assembly
Team CapEx Plant
Sources for ideas for blog posts
9

10. Agenda | The Blog Factory
Research Warehouse Assembly
Team CapEx Plant
Half-finished ideas in storage
10

11. Agenda | The Blog Factory
Research Warehouse Assembly
Team CapEx Plant
Assembly of ideas and notes into posts
11

12. Agenda | The Blog Factory
Research Warehouse Assembly
Team CapEx Plant
Building a team of bloggers
12

13. Agenda | The Blog Factory
Research Warehouse Assembly
Team CapEx Plant
Investments in blog topics
13

14. Agenda | The Blog Factory
Research Warehouse Assembly
Team CapEx Plant
HubSpot.com as your factory
14

15. Poll
How many ideas do you have for blog posts right now?
0-10
11-50
51-100
101-499
500+
15

16. Blogging More Often Drives Results
Source: survey of hundreds of businesses: HubSpot.com/ROI

17. Agenda | The Blog Factory
Research Warehouse Assembly
Team CapEx Plant
Sources for ideas for blog posts
17

18. Crank Up the Blogging Machine
Blog
Posts
Notes
Ideas
18

19. Light Bulb = Idea
We credit Edison with inventing
the light bulb
He really invented the long-lasting
filament
He and his team of researchers
investigated over a thousand filaments
You must be as diligent in collecting ideas
“Genius is 1% inspiration and 99%
perspiration.”
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20. Shape of an Idea
Title Idea: “Dunbar’s Number is Nonsense”
Subjects: “talk about leadership work of Jeanne Bliss”
Links: “Respondents' anonymity must be strictly preserved...” -
ICC/ESOMAR International Code of Marketing and Social
Research Practice, paragraph 4
Quotes: “The future is here today. It's just not evenly
distributed.” - William Gibson
FAQ: Answers to frequently asked questions
Charts, Graphs, Slides, Cartoons…
20

21. Where Do Blog Posts Come From, Daddy?
538 Ideas
50 Notes
Tomorrow’s Blog Post
Image courtesy of edupics
21

22. Idea Management System
Come up with topic buckets
Develop your list of categories
Generate ideas for each category
Collect your ideas in one place
A Word document using the outliner
Excel
PowerPoint
SharePoint for collaboration
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23. The Research Lab: Great Sources of Ideas
Questions from prospects
Questions from customers
Ideas from coworkers
Social-media conversations
Communities
Surveys for a series of posts
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24. Posts Themselves are a Source of Ideas
Spin-off posts (to keep posts under
800 words)
Realizing need for detailed
introduction to a post
Phrases you wish you had a post to
link to
Comments to past posts
24

25. Agenda | The Blog Factory
Research Warehouse Assembly
Team CapEx Plant
Half-finished ideas in storage
25

26. Half-Baked Ideas
Example: Dunbar’s Number is Nonsense
Research article "The size of the matter“
PluggedInCo blog post expanded on a CNet article on
Dunbar and Facebook
Popularized by The Tipping Point but misapplied
General Mills’ advice on advantages of small MROCs
Ingredients for half-baked ideas
Excerpts from blogs and books
Link collections
Notes to yourself
Other ideas
26

27. Combined Relevance
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28. Juxtaposition & Cross-pollination
Customers of the Candy Hearts Affective & Calculative
Future + + Commitment
WarGames Market Research +
Techniques Vulcans
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29. Agenda | The Blog Factory
Research Warehouse Assembly
Team CapEx Plant
Assembly of ideas and notes into posts
29

30. Chunk Up Whitepapers for Blog Posts
Whitepapers are a great
source of content
But don’t treat them as a 5-
part series
Too daunting for readers
Too easy to postpone reading until
the series is finished
Publish posts individually at
intervals
When done, write a roundup
post linking to all the rest
30

31. Optimize Blogs for SEO & New Visitors

32. Blogging When You Aren’t in the Mood
32

33. Poll
How many blog posts have you published this year?
0
1-10
11-25
26-50
51+
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34. Agenda | The Blog Factory
Research Warehouse Assembly
Team CapEx Plant
Building a team of bloggers
34

35. The Ideal Blogger
Industry
Expert
Social
Good
Media
Writer
Marketer
35

36. Build a Team
Look to unconventional
sources for talent
The recent graduate who loves
Twitter
The employee who runs a
homebrew blog in spare time
Many hands make light work
Split up duties
Have an editor
Divide posting schedule
Consider hiring a journalist
36

37. Agenda | The Blog Factory
Research Warehouse Assembly
Team CapEx Plant
Investments in blog topics
37

38. Survey Projects
Topic research
Survey house list or current readers to
determine what topics they want
covered
Great source of original content
CE IQ study
38

39. Agenda | The Blog Factory
Research Warehouse Assembly
Team CapEx Plant
HubSpot.com as your factory
39

40. Blog Visits Have Climbed Since Switching to HubSpot
720%
traffic
increase
Blog Visits
40

41. The Plant: HubSpot Blogging Tools
Blog team can
• Draft
• (p)Review
• Optimize
• Publish
• Promote
• Monitor
• Improve

42. Duplicate Blog Success with HubSpot
90% experienced a traffic increase
86% experienced lead increases
HubSpot Customers
say Blogging plus
Search Engine
Optimization are top
success factors
HubSpot software and advice can support your business blogging efforts.
No time to blog: consider a HubSpot Service provider 
http://services.hubspot.com/blog-article-writing/
MIT ROI Study, Jan 2010

43. Vovici Offers a Complete Feedback Application
43

44. We Welcome your Questions
Jeffrey Henning
Founder & VP Strategy
@jhenning
jhenning@vovici.com
1-800-787-8755 x 550
Kirsten Knipp
Director, Product Evangelism
@kirstenpetra
kknipp@hubspot.com
1-617-401-2840

45. Thank you!
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