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Fundamentals of Blogging

The document discusses best practices for blogging to support inbound marketing. It recommends picking topics relevant to buyer personas and search intent, and using compelling titles with keywords. The post should be visually formatted with images, whitespace, and headers. Offers should be strategically promoted within the content and calls-to-action included. Posts need optimization for search and promotion across owned channels and social media. Metrics like views and conversions help analyze performance to improve future posts. Consistent, frequent publishing of educational content establishes expertise.

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Katherine Castro
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56 views59 pages

Fundamentals of Blogging

The document discusses best practices for blogging to support inbound marketing. It recommends picking topics relevant to buyer personas and search intent, and using compelling titles with keywords. The post should be visually formatted with images, whitespace, and headers. Offers should be strategically promoted within the content and calls-to-action included. Posts need optimization for search and promotion across owned channels and social media. Metrics like views and conversions help analyze performance to improve future posts. Consistent, frequent publishing of educational content establishes expertise.

Uploaded by

Katherine Castro
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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CLASS 04

The Fundamentals of Blogging


Professor: Justin Champion

Inbound Certification
Brought to you by HubSpot Academy
1
WHY DOES BLOGGING
HELP YOUR INBOUND
MARKETING?
WHAT IS BLOGGING?
Your blog is a place to regularly publish and promote new
content related to your business and industry.
Strategically promote offers.
If your visitor wants to learn more, provide them with that next step.

Do they want to learn


more about the topic?

Do they want
to subscribe?
STAND OUT AS AN EXPERT
IN YOUR INDUSTRY.
BUILD TRUST.
2 HOW DO YOU CREATE A
SUCCESSFUL BLOG?
BLOGGING BEST PRACTICES
Pick a topic and a title.

Format and optimize the post.

Promote offers on your blog to increase lead generation.

Promote your blog posts.

Analyze the performance of your blog posts.


BLOGGING BEST PRACTICES
Pick a topic and a title.

Format and optimize the post.

Promote offers on your blog to increase lead generation.

Promote your blog posts.

Analyze the performance of your blog posts.


Write
educational content.
Answer the questions or problems that
people are searching for answers to.
WRITE ABOUT YOUR
INDUSTRY,
NOT YOURSELF.
BRAINSTORM A LIST OF TOPICS
• What are the most frequently asked questions?

• What do your buyer personas need help with?

• What do you wish people knew about your industry?

• What are industry bloggers, social media and your

competitors talking about?


When picking a topic, do keyword research.
Which keywords do your buyer personas use? Which are associated with your industry?
Write about those topics to get found and start ranking higher in search results.
PICK ONE TOPIC TO FOCUS
ON PER POST.
Make a list of topics
that support a
specific conversion.
Consider making a list of blog topics
that support this ebook’s content.
Start by creating a working title.
Start here to narrow your topic down and focus on one single angle.

TOPIC WORKING TITLE


“Choosing paint colors” “The Best Colors to
Paint Your Kitchen”
Include a
long-tail keyword
in the title.
Be sure that the keyword fits
as a description of what the
page is all about.
Make the value of the post clear.
Set the right expectations – what is the reader going to get out of it?
Shorten the title.
Google only shows the first 50-60 characters of a title in search results.
WHICH TITLE FOLLOWS BEST PRACTICES?
A. The Key to a Good Meeting

B. How to Have a Team Meeting Where People Pay Attention and


Don’t Fall Asleep at the Table Instead

C. Meeting Leadership Skills

D. How to Stop Holding Boring Team Meetings


WHICH TITLE FOLLOWS BEST PRACTICES?
A. The Key to a Good Meeting

B. How to Have a Team Meeting Where People Pay Attention and


Don’t Fall Asleep at the Table Instead

C. Meeting Leadership Skills

D. How to Stop Holding Boring Team Meetings


WHICH TITLE FOLLOWS BEST PRACTICES?
A. The Key to a Good Meeting

B. How to Have a Team Meeting Where People Pay Attention and


Don’t Fall Asleep at the Table Instead

C. Meeting Leadership Skills

D. How to Stop Holding Boring Team Meetings


WHICH TITLE FOLLOWS BEST PRACTICES?
A. The Key to a Good Meeting

B. How to Have a Team Meeting Where People Pay Attention and


Don’t Fall Asleep at the Table Instead

C. Meeting Leadership Skills

D. How to Stop Holding Boring Team Meetings


BLOGGING BEST PRACTICES
Pick a topic and a title.

Format and optimize the post.

Promote offers on your blog to increase lead generation.

Promote your blog posts.

Analyze the performance of your blog posts.


Whitespace is
your friend.
It allows the visitor to focus on the
content, not the clutter.
Use section headers,
bullets or numbered lists
to highlight your points.
Bold important information
Help readers quickly understand the key takeaways from the post.
Include images to visually break up your text.
Place an image at the top of each post to entice your visitors to read further.
Include images to visually break up your text.
Place an image at the top of each post to entice your visitors to read further.
BLOGGING BEST PRACTICES
Pick a topic and a title.

Format and optimize the post.

Promote offers on your blog to increase lead generation.

Promote your blog posts.

Analyze the performance of your blog posts.


Optimize the post around the long-tail keyword.
Is it in the page title?

Is it in the URL? Is it in the post title?

Is it in the
image alt-text?

Is it used naturally
in the body?

Is it in the headers?
Include relevant
internal and external
links within the post.
BLOGGING BEST PRACTICES
Pick a topic and a title.

Format and optimize the post.

Promote offers on your blog to increase lead generation.

Promote your blog posts.

Analyze the performance of your blog posts.


USE YOUR BLOG TO
STRATEGICALLY
PROMOTE YOUR
CURRENT OFFERS.
Feature CTAs on blog sidebar.
You might want to insert
a CTA after the
first few paragraphs.
Try and include a passive CTA
through hyperlinked text.
HubSpot performs
CTA tests all the time.
Include a CTA at the end of each post.
This offer should be relevant to the content that a visitor has just read.
BLOGGING BEST PRACTICES
Pick a topic and a title.

Format and optimize the post.

Promote offers on your blog to increase lead generation.

Promote your blog posts.

Analyze the performance of your blog posts.


Leveraging
your website.
You can use your blog sidebar to
promote your recent or most
popular posts, and add your blog to
your primary website navigation.
Link internally to
your blog posts.
Share posts on social media
Promote them when you publish and include
social sharing buttons at the top of the posts.
Promote posts through email.
Send your buyer personas relevant content, include posts in newsletters, and
create a blog digest email for your subscribers.
BLOGGING BEST PRACTICES
Pick a topic and a title.

Format and optimize the post.

Promote offers on your blog to increase lead generation.

Promote your blog posts.

Analyze the performance of your blog posts.


BLOG METRICS TO ANALYZE
Look at the number of views for each blog post.

Filter your most popular posts by topic, author or


channel of promotion.

Look at the number of clicks on the CTA at the end of


an individual post.
BLOG METRICS TO ANALYZE
Look at the number of views for each blog post.

Filter your most popular posts by topic, author or


channel of promotion.

Look at the number of clicks on the CTA at the end of


an individual post.
BLOG METRICS TO ANALYZE
Look at the number of views for each blog post.

Filter your most popular posts by topic, author or


channel of promotion.

Look at the number of clicks on the CTA at the end of


an individual post.
WRITE CONSISTENTLY AND
FREQUENTLY.
BLOGGING BEST PRACTICES
Pick a topic and a title.

Format and optimize the post.

Promote offers on your blog to increase lead generation.

Promote your blog posts.

Analyze the performance of your blog posts.


3
WHAT DOES A
SUCCESSFUL BLOG
POST LOOK LIKE?
Did they pick a good topic?

Educational
subject

Topic their buyer


personas want to
hear about Writing about
their industry, not
their company
Did they pick a compelling title?

Value of the
Long-tail keyword
post is clear
under 60
characters

The title pops!


Which formatting best practices do you see?

Image

Whitespace

Section header
Is this post search engine optimized?
Page title URL

Image alt-text

Body
Are they promoting their offers?
Subscription
form

Promoting
Content offer offer in
relevant to sidebar
the topic at
the bottom of
the post
Are they promoting their post?

Social sharing
buttons

Links to
popular
posts
THANK YOU.

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