Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
HOW TO ACCELERATE THE GROWTH
OF YOUR B2B BLOG
Anum Hussain
Growth Marketer, Content, Hubspot
@anum
Hana Abaza
VP Marketing...
@Uberflip#uberwebinar @anum
We will send the recording.
Questions? We’ve got answers!
(At the end of the webinar J)
@Uberflip#uberwebinar @anum
We will send the recording.
Questions? We’ve got answers!
(At the end of the webinar J)
Join ...
STICK AROUND
FOR A DEMO
HOW TO
LAUNCH & GROW
A BUSINESS BLOG
@ANUM | ANUMHUSSAIN.COM
Anum
Hussain
Growth marketer, @sidekick
Co-author, Twitter for @dummies
#cookiecakelover
@ANUM | ANUMHUSSAIN.COM
Once upon a time,
content took the throne
as king of marketing.
@ANUM | ANUMHUSSAIN.COM
And as his highness grew
in power,
@ANUM | ANUMHUSSAIN.COM
And as his highness grew
in power, a playbook for
success was dictated.
@ANUM | ANUMHUSSAIN.COM
PUBLISH.
@ANUM | ANUMHUSSAIN.COM
PUBLISH. 
ALL THE TIME.
@ANUM | ANUMHUSSAIN.COM
BUT NOW THERE ARE
OVER 152 MILLION
BLOGS ON THE
INTERNET.
Source: WPVirtuoso
@ANUM | ANUMHUSSAIN.COM
Which means it’s time to
handle things a bit more
strategically.
1. Deeply understand your target audience.
2. Produce posts that attract & scale traffic.
3. Fuel growth of blog subscribe...
1. Deeply understand your target audience.
2. Produce posts that attract & scale traffic.
3. Fuel growth of blog subscribe...
@ANUM | ANUMHUSSAIN.COM
Before starting a blog, research your
target persona.
@ANUM | ANUMHUSSAIN.COM
Before starting a blog, research your
target persona. 
Contact at least 10 people in your target a...
@ANUM | ANUMHUSSAIN.COM
Before starting a blog, research your
target persona. 
Contact at least 10 people in your target a...
@ANUM | ANUMHUSSAIN.COM
1.  Find out who they are.
2.  Find out what they do.
3.  Find out what they want.
4.  Find out ho...
@ANUM | ANUMHUSSAIN.COM
1. Find out who they are.
2.  Find out what they do.
3.  Find out what they want.
4.  Find out how...
@ANUM | ANUMHUSSAIN.COM
1.  Find out who they are.
2. Find out what they do.
3.  Find out what they want.
4.  Find out how...
@ANUM | ANUMHUSSAIN.COM
1.  Find out who they are.
2.  Find out what they do.
3. Find out what they want.
4.  Find out how...
@ANUM | ANUMHUSSAIN.COM
1.  Find out who they are.
2.  Find out what they do.
3.  Find out what they want.
4. Find out how...
@ANUM | ANUMHUSSAIN.COM
1.  Find out who they are.
2.  Find out what they do.
3.  Find out what they want.
4.  Find out ho...
@ANUM | ANUMHUSSAIN.COM
During the interview, look for ...
@ANUM | ANUMHUSSAIN.COM
During the interview, look for ...
Vocabulary, puns, references, tone, gestures, etc.
@ANUM | ANUMHUSSAIN.COM
During the interview, look for ...
Vocabulary, puns, references, tone, gestures, etc.
What makes t...
@ANUM | ANUMHUSSAIN.COM
During the interview, look for ...
Vocabulary, puns, references, tone, gestures, etc.
What makes t...
@ANUM | ANUMHUSSAIN.COM
Aggregate your results
to build an initial
illustration of your
target blog audience.
@ANUM | ANUMHUSSAIN.COM
We interviewed almost 100 people in
different industries and roles – each a
member of the audience...
@ANUM | ANUMHUSSAIN.COM
So we took that qualitative insight and
launched a blog with three key focuses:
ü  Publish concis...
@ANUM | ANUMHUSSAIN.COM
Use these persona
findings when
planning your content
strategy and structure.
@ANUM | ANUMHUSSAIN.COM
Content takes time.
Dedicate at least one
full-time employee to
tackle it.
@ANUM | ANUMHUSSAIN.COM
13X
Marketers who have prioritized
blogging are 13x more likely to
enjoy positive ROI.
Source: Sta...
We now have a strategy. 
@ANUM | ANUMHUSSAIN.COM
We now have a strategy. 
But what are our target readers ...
reading?
@ANUM | ANUMHUSSAIN.COM
1. Deeply understand your target audience.
2. Produce posts that attract & scale traffic.
3. Fuel growth of blog subscriber...
Attract & scale traffic
to content with these 
20 optimization tips.
@ANUM | ANUMHUSSAIN.COM
@ANUM | ANUMHUSSAIN.COM
Optimize the URL to speak with search engines.
Be sure to separate your target
keywords with a das...
@ANUM | ANUMHUSSAIN.COM
But don’t make it so long
that it seems keyword-
stuffed. Google’s algorithm
is smarter than that.
@ANUM | ANUMHUSSAIN.COM
Start with a clear, catchy headline.
@ANUM | ANUMHUSSAIN.COM
But don’t write a catchy
title if it doesn’t accurately
represent the content
within the post.
@ANUM | ANUMHUSSAIN.COM
Captivate with your first sentence / meta text.
@ANUM | ANUMHUSSAIN.COM
But don’t make your meta
description too long.
Google only displaces 150
characters on SERPs.
@ANUM | ANUMHUSSAIN.COM
Let readers scan content with section headers.
Header 
Header
@ANUM | ANUMHUSSAIN.COM
But avoid keyword-stuffing
headers – Google’s algorithm
penalizes “repeating the
same words or phra...
@ANUM | ANUMHUSSAIN.COM
Use easy-to-read visuals to enhance experience.
This is simply email
copy in a compose
window to h...
@ANUM | ANUMHUSSAIN.COM
But don’t forget to include
keywords in the image
alt-text. Search engines
read them to better ide...
@ANUM | ANUMHUSSAIN.COM
Integrate internal links where relevant.
Internal link to an
earlier blog post on
same subject.
@ANUM | ANUMHUSSAIN.COM
But make the first internal
link in the post the most
important – that’s what
search engines rely o...
@ANUM | ANUMHUSSAIN.COM
Generate click-to-tweet links for easy sharing.
Clicking this auto-generates
a tweet readers can p...
@ANUM | ANUMHUSSAIN.COM
But don’t forget to include
a link back to your post in
the tweet copy. You want to
benefit from th...
@ANUM | ANUMHUSSAIN.COM
20%
of all SlideShare views come
from Google.
Source: Alexa
@ANUM | ANUMHUSSAIN.COM
This Google juice helps drive traffic
from SERPs.
Link to blog post with
SlideShare embedded.
Link ...
@ANUM | ANUMHUSSAIN.COM
SLIDESHARE IS THE
HIGHEST CONVERTING
SOCIAL CHANNEL FOR
HUBSPOT & SIDEKICK.
The following
optimization tips
hone in on SlideShare
specifically.
@ANUM | ANUMHUSSAIN.COM
@ANUM | ANUMHUSSAIN.COM
Let the title show the post contains a SlideShare.
@ANUM | ANUMHUSSAIN.COM
Embed the SlideShare into the post.
@ANUM | ANUMHUSSAIN.COM
Keep visitors on your blog, not on SlideShare.
Remove these links to the
original SlideShare uploa...
@ANUM | ANUMHUSSAIN.COM
97%
more leads are generated for
companies with an active blog.
Source: ContentPlus
@ANUM | ANUMHUSSAIN.COM
TO GENERATE LEADS
FROM YOUR BLOG,
YOU NEED OFFERS TO
COLLECT THEM.
These final
optimization tips
focus on offers
specifically.
@ANUM | ANUMHUSSAIN.COM
@ANUM | ANUMHUSSAIN.COM
Include a text-CTA towards the top of the post.
The first URL
hyperlinked in the
post gets the mos...
@ANUM | ANUMHUSSAIN.COM
Build a form right into the ending CTA.
I love this.

There’s no need to drive
the reader to a lan...
@ANUM | ANUMHUSSAIN.COM
Or test smart CTAs to show relevant-offers.
CTA for general blog
visitors to offer.
CTA for leads ...
@ANUM | ANUMHUSSAIN.COM
THE ONLY WAY TO
KNOW WHAT WILL
WORK BEST IS TO
TEST IT.
@ANUM | ANUMHUSSAIN.COM
Some web forms
require more fields. 

We found that longer lead
generation forms generated
roughly ...
@ANUM | ANUMHUSSAIN.COM
But that wasn’t the case for our shorter
blog subscription forms. 

These one-field forms converte...
But now we wonder: 
@ANUM | ANUMHUSSAIN.COM
But now we wonder: 
Do we focus on optimizing for
leads or subscribers?
@ANUM | ANUMHUSSAIN.COM
@ANUM | ANUMHUSSAIN.COM
THE GOAL OF A NEW
BLOG IS GROWING
SUBSCRIBERS FIRST,
NOT LEADS.
1. Deeply understand your target audience.
2. Produce posts that attract & scale traffic.
3. Fuel growth of blog subscribe...
@ANUM | ANUMHUSSAIN.COM
76.9% OF VIEWS ON
SIDEKICK BLOG
POSTS COME FROM
EMAIL.
Source: Sidekick by HubSpot
@ANUM | ANUMHUSSAIN.COM
A typical new post on the HubSpot
Marketing Blog generates ~70% of its
initial traffic from email s...
@ANUM | ANUMHUSSAIN.COM
But over time, that initial traffic leads to
views / social sharing that translates into
long-term ...
@ANUM | ANUMHUSSAIN.COM
THAT MEANS YOUR
SUBSCRIBERS ARE
CRITICAL FOR INITIAL
TRAFFIC GROWTH.
@ANUM | ANUMHUSSAIN.COM
WITHOUT THEM,
YOUR ORGANIC
GROWTH WILL
PROVE DIFFICULT.
@ANUM | ANUMHUSSAIN.COM
When first launching (or re-launching) a
blog, invite people to read it.
@ANUM | ANUMHUSSAIN.COM
When first launching (or re-launching) a
blog, invite people to read it.
Before sending out email i...
@ANUM | ANUMHUSSAIN.COM
When first launching (or re-launching) a
blog, invite people to read it.
Before sending out email i...
@ANUM | ANUMHUSSAIN.COM
When first launching (or re-launching) a
blog, invite people to read it.
Before sending out email i...
@ANUM | ANUMHUSSAIN.COM
We sent email invitations to three
cohorts of people:
1.  Content Contacts: Anyone who discovered ...
@ANUM | ANUMHUSSAIN.COM
We sent invitations to our current database.
The copy reflected a well-thought out message that
ou...
@ANUM | ANUMHUSSAIN.COM
And we didn’t send them to a different
page or form to subscribe – we already
have their email, wh...
@ANUM | ANUMHUSSAIN.COM
OUR READERS
SHOULDN’T HAVE TO DO
ANY EXTRA WORK TO
DISCOVER OUR CONTENT.
WE SHOULD.
@ANUM | ANUMHUSSAIN.COM
Keep growing your subscriber base
with two core methods.
@ANUM | ANUMHUSSAIN.COM
Keep growing your subscriber base
with two core methods.
Calls-to-action on the blog’s native real...
@ANUM | ANUMHUSSAIN.COM
Keep growing your subscriber base
with two core methods.
Calls-to-action on the blog’s native real...
@ANUM | ANUMHUSSAIN.COM
Experiment with
a prominent CTA
at the top of your
blog homepage.
OKDork’s above-the-fold homepage...
@ANUM | ANUMHUSSAIN.COM
Test a CTA to
subscribe at the
end or side of
each post.
DIYTheme’s subscriber opt-in converts 
at...
@ANUM | ANUMHUSSAIN.COM
Try a slide-in
CTA appearing
as readers scroll
down a post.
HubSpot’s slide-in CTAs generate 27% m...
@ANUM | ANUMHUSSAIN.COM
Popups on Dan Zarrella’s blog didn’t reducebounce rates and increased conversion by
more than 100%...
@ANUM | ANUMHUSSAIN.COM
This sweeps in free subscribers from peoplealready interested enough to share a comment.
Provide a...
@ANUM | ANUMHUSSAIN.COM
HubSpot’s landing page forms increased blogsubscribers by 128%.
Allow visitors who
shower interest...
@ANUM | ANUMHUSSAIN.COM
Surfacing the blog to every new user helped theSidekick blog increase subscribers above
50% M/M.
T...
@ANUM | ANUMHUSSAIN.COM
Sidekick achieved an average 4% CTR onemail invites from people who previously stopped
showing int...
@ANUM | ANUMHUSSAIN.COM
We tested each CTA type and quickly
generated nearly 10K blog subscribers
within six weeks.
 Case ...
@ANUM | ANUMHUSSAIN.COM
WARNING:
Watch your engagement
rates. You don’t want to
send content to people
who don’t want it.
@ANUM | ANUMHUSSAIN.COM
Eventually we reached 60K subscribers.

But only 22K of them were actively reading our
content. So...
@ANUM | ANUMHUSSAIN.COM
We sacrificed subscribers for success. 

We believe having a healthy list of engaged readers
is far...
@ANUM | ANUMHUSSAIN.COM
REMEMBER:
Our goal isn’t to shove
content into inboxes, it’s
to provide something
worth reading.
@ANUM | ANUMHUSSAIN.COM
THE PEOPLE WHO
CARE ABOUT YOUR
CONTENT CONVERT.
FOCUS ON MARKETING
TO THEM.
@ANUM | ANUMHUSSAIN.COM
That’s our playbook
for growing the
Sidekick Blog.
Don’t just start writing.
@ANUM | ANUMHUSSAIN.COM
Don’t just start writing.
Start thinking critically about your
actual blog strategy.
@ANUM | ANUMHUSSAIN.COM
@ANUM | ANUMHUSSAIN.COM
Questions?
(After this event, feel free to ask more at
anumhussain.com/presentations/how-to-
launch...
THANK YOU!
FindouthowBookerdecreasedtheir
costperleadby71% withcontent.
READCASESTUDY
Nächste SlideShare
Wird geladen in …5
×

von

How to Accelerate the Growth of Your B2B Blog Slide 1 How to Accelerate the Growth of Your B2B Blog Slide 2 How to Accelerate the Growth of Your B2B Blog Slide 3 How to Accelerate the Growth of Your B2B Blog Slide 4 How to Accelerate the Growth of Your B2B Blog Slide 5 How to Accelerate the Growth of Your B2B Blog Slide 6 How to Accelerate the Growth of Your B2B Blog Slide 7 How to Accelerate the Growth of Your B2B Blog Slide 8 How to Accelerate the Growth of Your B2B Blog Slide 9 How to Accelerate the Growth of Your B2B Blog Slide 10 How to Accelerate the Growth of Your B2B Blog Slide 11 How to Accelerate the Growth of Your B2B Blog Slide 12 How to Accelerate the Growth of Your B2B Blog Slide 13 How to Accelerate the Growth of Your B2B Blog Slide 14 How to Accelerate the Growth of Your B2B Blog Slide 15 How to Accelerate the Growth of Your B2B Blog Slide 16 How to Accelerate the Growth of Your B2B Blog Slide 17 How to Accelerate the Growth of Your B2B Blog Slide 18 How to Accelerate the Growth of Your B2B Blog Slide 19 How to Accelerate the Growth of Your B2B Blog Slide 20 How to Accelerate the Growth of Your B2B Blog Slide 21 How to Accelerate the Growth of Your B2B Blog Slide 22 How to Accelerate the Growth of Your B2B Blog Slide 23 How to Accelerate the Growth of Your B2B Blog Slide 24 How to Accelerate the Growth of Your B2B Blog Slide 25 How to Accelerate the Growth of Your B2B Blog Slide 26 How to Accelerate the Growth of Your B2B Blog Slide 27 How to Accelerate the Growth of Your B2B Blog Slide 28 How to Accelerate the Growth of Your B2B Blog Slide 29 How to Accelerate the Growth of Your B2B Blog Slide 30 How to Accelerate the Growth of Your B2B Blog Slide 31 How to Accelerate the Growth of Your B2B Blog Slide 32 How to Accelerate the Growth of Your B2B Blog Slide 33 How to Accelerate the Growth of Your B2B Blog Slide 34 How to Accelerate the Growth of Your B2B Blog Slide 35 How to Accelerate the Growth of Your B2B Blog Slide 36 How to Accelerate the Growth of Your B2B Blog Slide 37 How to Accelerate the Growth of Your B2B Blog Slide 38 How to Accelerate the Growth of Your B2B Blog Slide 39 How to Accelerate the Growth of Your B2B Blog Slide 40 How to Accelerate the Growth of Your B2B Blog Slide 41 How to Accelerate the Growth of Your B2B Blog Slide 42 How to Accelerate the Growth of Your B2B Blog Slide 43 How to Accelerate the Growth of Your B2B Blog Slide 44 How to Accelerate the Growth of Your B2B Blog Slide 45 How to Accelerate the Growth of Your B2B Blog Slide 46 How to Accelerate the Growth of Your B2B Blog Slide 47 How to Accelerate the Growth of Your B2B Blog Slide 48 How to Accelerate the Growth of Your B2B Blog Slide 49 How to Accelerate the Growth of Your B2B Blog Slide 50 How to Accelerate the Growth of Your B2B Blog Slide 51 How to Accelerate the Growth of Your B2B Blog Slide 52 How to Accelerate the Growth of Your B2B Blog Slide 53 How to Accelerate the Growth of Your B2B Blog Slide 54 How to Accelerate the Growth of Your B2B Blog Slide 55 How to Accelerate the Growth of Your B2B Blog Slide 56 How to Accelerate the Growth of Your B2B Blog Slide 57 How to Accelerate the Growth of Your B2B Blog Slide 58 How to Accelerate the Growth of Your B2B Blog Slide 59 How to Accelerate the Growth of Your B2B Blog Slide 60 How to Accelerate the Growth of Your B2B Blog Slide 61 How to Accelerate the Growth of Your B2B Blog Slide 62 How to Accelerate the Growth of Your B2B Blog Slide 63 How to Accelerate the Growth of Your B2B Blog Slide 64 How to Accelerate the Growth of Your B2B Blog Slide 65 How to Accelerate the Growth of Your B2B Blog Slide 66 How to Accelerate the Growth of Your B2B Blog Slide 67 How to Accelerate the Growth of Your B2B Blog Slide 68 How to Accelerate the Growth of Your B2B Blog Slide 69 How to Accelerate the Growth of Your B2B Blog Slide 70 How to Accelerate the Growth of Your B2B Blog Slide 71 How to Accelerate the Growth of Your B2B Blog Slide 72 How to Accelerate the Growth of Your B2B Blog Slide 73 How to Accelerate the Growth of Your B2B Blog Slide 74 How to Accelerate the Growth of Your B2B Blog Slide 75 How to Accelerate the Growth of Your B2B Blog Slide 76 How to Accelerate the Growth of Your B2B Blog Slide 77 How to Accelerate the Growth of Your B2B Blog Slide 78 How to Accelerate the Growth of Your B2B Blog Slide 79 How to Accelerate the Growth of Your B2B Blog Slide 80 How to Accelerate the Growth of Your B2B Blog Slide 81 How to Accelerate the Growth of Your B2B Blog Slide 82 How to Accelerate the Growth of Your B2B Blog Slide 83 How to Accelerate the Growth of Your B2B Blog Slide 84 How to Accelerate the Growth of Your B2B Blog Slide 85 How to Accelerate the Growth of Your B2B Blog Slide 86 How to Accelerate the Growth of Your B2B Blog Slide 87 How to Accelerate the Growth of Your B2B Blog Slide 88 How to Accelerate the Growth of Your B2B Blog Slide 89 How to Accelerate the Growth of Your B2B Blog Slide 90 How to Accelerate the Growth of Your B2B Blog Slide 91 How to Accelerate the Growth of Your B2B Blog Slide 92 How to Accelerate the Growth of Your B2B Blog Slide 93 How to Accelerate the Growth of Your B2B Blog Slide 94 How to Accelerate the Growth of Your B2B Blog Slide 95 How to Accelerate the Growth of Your B2B Blog Slide 96 How to Accelerate the Growth of Your B2B Blog Slide 97 How to Accelerate the Growth of Your B2B Blog Slide 98 How to Accelerate the Growth of Your B2B Blog Slide 99 How to Accelerate the Growth of Your B2B Blog Slide 100 How to Accelerate the Growth of Your B2B Blog Slide 101 How to Accelerate the Growth of Your B2B Blog Slide 102 How to Accelerate the Growth of Your B2B Blog Slide 103 How to Accelerate the Growth of Your B2B Blog Slide 104 How to Accelerate the Growth of Your B2B Blog Slide 105 How to Accelerate the Growth of Your B2B Blog Slide 106 How to Accelerate the Growth of Your B2B Blog Slide 107 How to Accelerate the Growth of Your B2B Blog Slide 108
Nächste SlideShare
Getting clear on the purpose of your content (and how I missed the mark)
Weiter
Herunterladen, um offline zu lesen und im Vollbildmodus anzuzeigen.

106 Gefällt mir

Teilen

Herunterladen, um offline zu lesen

@ANUM | ANUMHUSSAIN.COM Before starting How to Accelerate the Growth of Your B2B Blog

Herunterladen, um offline zu lesen

@ANUM | ANUMHUSSAIN.COM
Before starting a blog, research your
target persona.
Contact at least 10 people in your target audience.
Schedule 1-hour interviews in exchange for free
coffee or lunch. If virtual interviews, send a gift card.

Ähnliche Bücher

Kostenlos mit einer 30-tägigen Testversion von Scribd

Alle anzeigen

Ähnliche Hörbücher

Kostenlos mit einer 30-tägigen Testversion von Scribd

Alle anzeigen
  • godlovesme2

    Aug. 1, 2021
  • christopherogbebor

    Jun. 10, 2020
  • AnhAshleyCao

    May. 15, 2019
  • RahimahIbrahim9

    May. 5, 2018
  • TeganRyan3

    Apr. 18, 2018
  • JulianaCMcKee

    Apr. 27, 2016
  • cunniet1

    Apr. 3, 2016
  • waykup

    Apr. 3, 2016
  • ibiene

    Jan. 18, 2016
  • RaquelHill1

    Nov. 9, 2015
  • linalbertlin

    Oct. 28, 2015
  • OlivierKenjiMathurin

    Oct. 21, 2015
  • calazans1984

    Oct. 16, 2015
  • HanaJeon1

    Oct. 8, 2015
  • mariuszmuraszko

    Sep. 24, 2015
  • providencetitle

    Sep. 23, 2015
  • piyushchodvadiya87

    Sep. 17, 2015
  • IrvanSubekti

    Sep. 12, 2015
  • MadokaVillegas

    Sep. 12, 2015
  • williamgozali56

    Sep. 11, 2015

@ANUM | ANUMHUSSAIN.COM Before starting a blog, research your target persona. Contact at least 10 people in your target audience. Schedule 1-hour interviews in exchange for free coffee or lunch. If virtual interviews, send a gift card.

Aufrufe

Aufrufe insgesamt

35.356

Auf Slideshare

0

Aus Einbettungen

0

Anzahl der Einbettungen

4.618

Befehle

Downloads

105

Geteilt

0

Kommentare

0

Likes

106

×