Date post: | 17-Jul-2015 |
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4 Super-Common Mistakes Product Marketers Make When Blogging (How to Blog Like HubSpot)
Joshua Feinberg Co-Leader of Boca Raton HubSpot User Group
Co-Founder and CMO of SP Home Run
@joshua_feinberg
Product Management 101 What are we really selling? Why are customers buying it? What’s the right price?
1984: The Star Ledger $1.25/week (or is it?)
Product Management 101 What are we really selling? Why are customers buying it? Is it the right distribution channel?
1999: Small businesses not ready for SBS DIY
Microsoft develops a Small Business Server suite (“Sam”) in 1997
Product Management 101 What are we really selling? Why are customers buying it? How do we use education to drive change?
2015: Thought leadership builds trust
Emergence of product managers and product marketers as thought leaders
What is HubSpot? (HubSpot Co-Founders
Brian Halligan and Dharmesh Shah) http://www.youtube.com/watch?v=X_bqIr7pGzQ
How to Make Your Blog Lovable
HubSpot CMO Mike Volpe
https://www.youtube.com/watch?v=lL_8-6juwk4
HubSpot Employee #5 Since Volpe joined HubSpot in 2007
• Became the gold standard for blogging and highly-prolific thought leadership
• 30,000 to 50,000 Inbound leads generated monthly
• Over 2,000,000 monthly visitors
Lots of Businesses Blog
But very few product marketers are blogging in a strategic way that drives leads, sales opportunities, and revenue
Before We Start Blogging We Need…
• Goals
• Buyer Persona(s)
• Keyword Research
• Editorial Calendar
Which Goal(s) Does Blogging Help?
a) Visitors
b) Leads (Contacts) +marketing qualified +sales qualified
c) Clients (Customers) (revenue)
Buyer Persona(s)
Prerequisite: SMART Goal(s)
• Who is your ideal client?
• What problems does that client need solved?
• What are they searching for at 2am?
• What could get them promoted? Fired?
• Where do they get their information from?
Keyword Research
Prerequisite: Buyer Persona(s)
• Highly specific long-tail keyword phrases
• Balance
– Monthly Searches
– Difficulty (rating: 1 to 100)
Editorial Calendar
Prerequisite: Keyword Research
• Plan out 3+ months of blog topics
• Focus of today’s workshop
Review of Prerequisites
1. SMART Goal(s)
2. Buyer Persona(s)
3. Keyword Research
4. Editorial Calendar
Don’t make the ultra-common mistake of skipping one or more of these four steps!
Blogging Titles
“Spend half your time writing the article and half your time writing a catchy title.”
Dharmesh Shah, Co-Founder of HubSpot
Title Formulas
• Ask and answer questions posed by buyer persona(s)
• Cost (prices, rates, fees, etc.)
• Problems
• Versus (comparison)
• Best
• Use their words, not what you think their words are
Blogging Workshop Participants Participant
Tell us your
• Company Name
• SMART Goal
• Persona (Most Profitable)
• Most Important Keywords from Persona
Co-Leaders and Audience
Will brainstorm
• Remarkable Blog Titles (confirm keywords using keyword tool)
• Awareness Stage Lead Generation Offer Title (TOFU: Top of Funnel)
• Guest Blogging Partners
How Often Should You Blog?
• How often do you want leads?
• Track your tipping points (see HubSpot State of Inbound)
– 100 remarkable indexed blog posts?
– 400 remarkable indexed blog posts?
• Commitment required
Review of Prerequisites
1. SMART Goal(s)
2. Buyer Persona(s)
3. Keyword Research
4. Editorial Calendar
Get a Free Marketing Assessment http://www.sphomerun.com/fma
Is your blog helping you reach your SMART goals for leads, clients, and ROI ?
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SP Home Run is a registered trademark of SP Home Run Inc. All worldwide rights reserved.