Content Marketing Case Study

Content Marketing Case Study

Mike Volpe

VP Marketing @HubSpot

Twitter: @mvolpe

Importance of Content in Inbound MarketingJune 2009

What’s HubSpot?

• Inbound marketing software for SMBs• Over 1,300 customers in 2 years• 85+ employees, lots of MIT grads

http://www.vmx09.com/award-nominations

3

Marketing Has Changed

1950 - 2000 2000 - 2050

Outbound Marketing

Outbound Marketing Challenges

800-555-1234AnnoyingSalesperson

http://images.google.com/imgres?imgurl=http://www.popandpolitics.com/wp-content/uploads/2008/05/rss_logo2.jpg&imgrefurl=http://www.popandpolitics.com/category/top-five/&h=300&w=300&sz=53&hl=en&start=2&sig2=NB-UQUuJRmwa20dT9yQaXg&um=1&tbnid=gH9Mdv2ae5FLAM:&tbnh=116&tbnw=116&ei=fhd0SI7ILoHIeaWbmNwC&prev=/images?q=rss+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD&sa=N

http://www.apple.com/pr/products/ipod/08classic_front_agreement.html

Inbound Marketing

Blog SEO Social Media

http://www.google.com/imgres?imgurl=http://lh6.google.com/shaileshdoke/R7Yvft7NeXI/AAAAAAAAAR8/c-KsB1lUh3c/YouTube%20Logo%5B5%5D&imgrefurl=http://digi-soft.blogspot.com/2008/02/high-resolution-1280x905-youtube-logo.html&h=345&w=487&sz=20&tbnid=dI7uwE0TkZ8J::&tbnh=91&tbnw=129&prev=/images?q=youtube+logo&sa=X&oi=image_result&resnum=2&ct=image&cd=1

http://images.google.com/imgres?imgurl=http://www.popandpolitics.com/wp-content/uploads/2008/05/rss_logo2.jpg&imgrefurl=http://www.popandpolitics.com/category/top-five/&h=300&w=300&sz=53&hl=en&start=2&sig2=NB-UQUuJRmwa20dT9yQaXg&um=1&tbnid=gH9Mdv2ae5FLAM:&tbnh=116&tbnw=116&ei=fhd0SI7ILoHIeaWbmNwC&prev=/images?q=rss+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD&sa=N

Lower Your Cost / Lead

www.HubSpot.com/ROI

http://www.hubspot.com/ROI

Importance of Content

Thought leadership

SEO

Social media

What to Publish?

Blog

Podcast

Videos

Photos

Presentations

eBooks

News Releases

10

More Content = More Links

How Many Tickets Do You Have?

Content Makes You Interesting

http://www.mixx.com/

http://images.google.com/imgres?imgurl=http://www.successforyourblog.com/wp-content/reddit-logo.png&imgrefurl=http://www.successforyourblog.com/social-news-are-you-submitted-8-sites-to-broaden-your-traffic&h=62&w=150&sz=7&hl=en&start=3&sig2=cpkIObuIaoXd6jSkxUQUyQ&um=1&tbnid=BX9b_Fd82LrQRM:&tbnh=40&tbnw=96&ei=nRd0SPq2OILgedD0udIC&prev=/images?q=reddit+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD









Case Study: Video

Two videos with over 30,000 views

One attracted 43 blog articles in 2 weeks

http://www.youtube.com/watch?v=Q3yCB7AvvAk

http://www.youtube.com/watch?v=4-lGe5MnBlY

Video Measurement

Case Study: Blog

• Top 3 source of leads• 7-10% visit company website• 10-20% lead conversion rate

Blog Content Measurement

Blog Measurement

The Ultimate Measurement

Visitors Leads Customers

SEO 5,289 754 12

Social Media 834 72 3

YouTube 511 28 1

Visitors from Social Media

Thank You!

Mike Volpe

HubSpot VP Marketing

Twitter: @mvolpe

www.HubSpot.com/free-trial

www.Grader .com

Business

Content Marketing Case Study