Angela Defranco - A Better Blog

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A Better Blog: Using the HubSpot Blog Tool

Angela DeFranco, Product ManagerHubSpot

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Angela DeFranco@angie9012

• Started in Sales, moved to Support, then Product

• PM of Blogging tools ● HUGE Chicago Bears

fan

AGENDA1.WHY should we blog?2.WHO are we writing for?3.HOW do we write blog posts that attract traffic?4.WHERE should we promote posts?5.LIVE Demo!6.Q&A

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1 Why blog?

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Let’s Take a Step Back

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Google is giving the user what they want

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Answer these questions with a Blog Post

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Blogging Makes for an Even Playing Field

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2 Understand WHO you’re writing for

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What does your audience want to learn?

Target Audience

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● FAQ page

● In person consultation

● Prospecting Calls

What do you tell them now?

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Use your FAQ Page

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How will they find you?

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3 Write blog posts to attract traffic

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Are your blog posts getting found?

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What Google Looks For In Your Content

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How Search Bots See Your Content

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Every blog post you publish, should have these elements:

Elements of a Search Optimized Post

✔ 1-2 long-tail keywords

✔ Meta description

✔ Keywords within your URL

✔ Optimized images (with alt text)

✔ External and internal links

✔ Page title and headers

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Common words found in posts titles that continuously drive traffic based on 1971 accretive blog postsFor more stats like this - visit Ginny Soskeys talk

How Your What11% 10% 5%

Best Why Tip4% 3% 3%

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So how do you optimize blog posts in HubSpot?

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4 Where to promote your posts to get the most traffic

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Now that your post is optimized you can sit back and relax, right?

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8%of your time creating a blog post should be spent promoting it. So if it takes an hour, take 5 minutes.

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Enable auto-publishing, or go into

Social Inbox to schedule sharing of

your blog post across Twitter,

Facebook, and LinkedIn.

Enable Social Publishing

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On the blog details

Tailor the Message

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Schedule Posts over Time

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Turn on Email NotificationsOne of the best ways to get your blog

posts on the internet (so they can be

crawled!) is via your existing

subscriber base.

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Display a clear Call-to-

Action that is relevant to

your blog reader.

Don’t forget CTAs!

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DEMO TIME!

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Questions?

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APPENDIX

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• Shareable Headline

• Keywords in Title

• Describe the Outcome

• Use Numbers (if Possible)

• Structure it!

• Include a Call-to-action at the end

Elements of a “Buzzworthy” Post

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If it’s relevant to the marketing community, consider sharing it on Inbound.org

Inbound.org

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If it’s relevant to the marketing community, consider sharing it on Inbound.org

Inbound.org