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HubSpot Case Study

Vovici’s Blog Factory Delivers CustomersFeaturing: Jeffrey Henning, Founder & VP Strategy, Vovici

Moderator: Kirsten Knipp, Director Product Evangelism, HubSpot

Image: courtesy of blogs.worldbank.org

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http://www.hubspot.com/hubspot-vovici-blog-factory-archive/

About Our Speakers

Jeffrey Henning Founder & VP StrategyCo-founder of Perseus, which combined with WebSurveyor to form Vovici in 2006. Earlier roles in market research at BIS. Blogger extraordinaire.

@jhenning

Kirsten KnippDirector, Product EvangelismProfessional tech & social media marketer with experience in telco, semiconductors, enterprise & SMB software. Recovering hotelier.

@kirstenpetra

About HubSpot

Founded

Customers

Retention

Employees

2006

2,300+

98%

130+

Inbound Marketing software

& advice that helps SMB

businesses grow

6

About Vovici

SELECTED CUSTOMERS

KEY PARTNERS

Of the Fortune 500

Customers in over 47 countries

Million completed surveys in more than 115 different languages.

Years of industry experience, leadership and innovation

60%

2,000

150

16

7

Blog.Vovici.com

8

Agenda | The Blog Factory

9

Agenda | The Blog Factory

Sources for ideas for blog posts

Research Warehouse Assembly

CapExTeam Plant

10

Agenda | The Blog Factory

Half-finished ideas in storage

Research Warehouse Assembly

CapExTeam Plant

11

Agenda | The Blog Factory

Assembly of ideas and notes into posts

Research Warehouse Assembly

CapExTeam Plant

12

Agenda | The Blog Factory

Building a team of bloggers

Research Warehouse Assembly

CapExTeam Plant

13

Agenda | The Blog Factory

Investments in blog topics

Research Warehouse Assembly

CapExTeam Plant

14

Agenda | The Blog Factory

HubSpot.com as your factory

Research Warehouse Assembly

CapExTeam Plant

15

How many ideas do you have for blog posts right now?

0-10

11-50

51-100

101-499

500+

Poll

Blogging More Often Drives Results

Source: survey of hundreds of businesses: HubSpot.com/ROI

17

Agenda | The Blog Factory

Sources for ideas for blog posts

Research Warehouse Assembly

CapExTeam Plant

18

Ideas

Notes

Blog Posts

Crank Up the Blogging Machine

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.”

20

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…

Shape of an Idea

21

Where Do Blog Posts Come From, Daddy?

Tomorrow’s Blog Post

50 Notes

538 Ideas

Image courtesy of edupics

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

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

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

25

Agenda | The Blog Factory

Half-finished ideas in storage

Research Warehouse Assembly

CapExTeam Plant

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

27

Combined Relevance

28

Juxtaposition & Cross-pollination

Customers of the

Future +

WarGames

Candy Hearts

+

Market Research

Techniques

Affective & Calculative

Commitment

+

Vulcans

29

Agenda | The Blog Factory

Assembly of ideas and notes into posts

Research Warehouse Assembly

CapExTeam Plant

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

Optimize Blogs for SEO & New Visitors

32

Blogging When You Aren’t in the Mood

33

How many blog posts have you published this year?

0

1-10

11-25

26-50

51+

Poll

34

Agenda | The Blog Factory

Building a team of bloggers

Research Warehouse Assembly

CapExTeam Plant

35

Industry Expert

Social Media

Marketer

Good Writer

The Ideal Blogger

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

37

Agenda | The Blog Factory

Investments in blog topics

Research Warehouse Assembly

CapExTeam Plant

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

39

Agenda | The Blog Factory

HubSpot.com as your factory

Research Warehouse Assembly

CapExTeam Plant

40

Blog Visits Have Climbed Since Switching to HubSpot

Blog Visits

720% traffic

increase

The Plant: HubSpot Blogging Tools

Blog team can

• Draft

• (p)Review

• Optimize

• Publish

• Promote

• Monitor

• Improve

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/

Duplicate Blog Success with HubSpot90% experienced a traffic increase

HubSpot Customers

say Blogging plus

Search Engine

Optimization are top

success factors

MIT ROI Study, Jan 2010

86% experienced lead increases

43

Vovici Offers a Complete Feedback Application

We Welcome your Questions

Kirsten KnippDirector, Product Evangelism@kirstenpetrakknipp@hubspot.com1-617-401-2840

Jeffrey Henning Founder & VP Strategy@jhenningjhenning@vovici.com1-800-787-8755 x 550

Thank you!

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