How HubSpot’s Content Marketing Strategy Turned Them Into the Industry Overlords A Case Study
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Contents 1. The Inbound Revolution 2. HubSpot’s content marketing plan 3. Types of content HubSpot creates 3.1 Blog posts 3.2 Newsletters 3.3 Videos 3.4 Podcasts 3.5 Resources 3.6 Social media content 4. ‘HubSpot Customer Code' 5. The HubSpot content marketing strategy 5.1 Thought leadership content 5.2 Content repurposing 5.3 Updating existing content 5.4 Creating high-quality, valuable, learning-focused content – HubSpot Academy 6. Takeaways from the HubSpot Content Marketing strategy
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Content marketing at its best From in-depth B2B content marketing guides to their state of marketing reports, HubSpot has grown into a go-to knowledge hub for both new and seasoned content marketing professionals. Here's how they do it.
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1. The inbound revolution Consumers' attitude towards annoying sales calls and outbound campaigns was changing in the early 2000s. A gradual shift to the unintrusive inbound marketing was seen. Inbound marketing does not sell a product. It offers answers to the consumer's queries. MIT graduates, Dharmesh Shah and Brian Halligan, founded HubSpot in 2006, to start an inbound marketing revolution. narrato
2. HubSpot’s content marketing plan Identifying the target audience (B2B, B2C, business owners, or individual marketers). Delivering the fundamentals of inbound marketing. Educating prospects, not selling products.
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3. Types of content HubSpot creates Blog posts Newsletters Videos Podcasts Resources Social media content
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3.1 Blog posts Categorically separated for different audiences. Simplifies visitors' search for relevant content. Improves audience segmentation and lead capture. Increases chances of conversions by guiding the right prospects to the right content.
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3.2 Newsletters HubSpot shares business and tech news on their site, apart from the daily newsletter. Benefits A smart way of appearing in searches for industry news. People interested in industry updates may be potential leads. Getting readers to sign up for the daily news roundup, expanding the mailing list. narrato
3.3 Videos HubSpot Marketing YouTube channel launched in 2007. Focuses on digital marketing know-how, fundamentals, tips, expert talks and more.
3.4 Podcasts HubSpot has also hopped onto the podcast bandwagon sooner than most other brands. Aims to connect with the Gen Zs and millennials over a channel they're increasingly engaging on.
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3.5 Resources Free tools, templates, ebooks, guides, and more. HubSpot conducts its own research on digital and content marketing topics every year. Publishes the reports as gated content on its website.
3.6 Social Media Content HubSpot has a widespread presence on all popular social media channels. Informative content - quick tips and information for marketers, business leaders, etc. Relatable posts, moment marketing, humor make the content more engaging.
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4. ‘HubSpot Customer Code' Content that HubSpot creates is always aligned to the ‘HubSpot Customer Code'.
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5. The HubSpot content marketing strategy Thought leadership content Content repurposing Updating existing content Creating well-defined audience personas and segmentation High-quality, valuable, learning-focused content
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5.1. Thought leadership content Thought leadership is at the heart of HubSpot’s blog content strategy. Detailed guides, how-to articles, articles based on their own experiences and internal strategies. Relevant content for each stage of their audience’s journey, beginner to advanced.
5.2. Content repurposing A large part of HubSpot's video content is repurposed from their highauthority blog posts or research reports. Research reports are also repurposed into blog posts, ebooks, and more. Videos from their Inbound Marketing conferences repurposed for YouTube.
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5.3. Updating existing content
Old posts get the most views on the HubSpot blog. But data gets outdated causing search rankings to drop for old posts. HubSpot carries out ‘historical optimization’ to generate more traffic and conversions from them. It has increased views of old posts from organic search by nearly 106%.
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5.4 well-defined audience personas and segmentation Well-defined categories on blog, podcast, etc. for different audience personas. Engaging, relevant content for each audience/customer segment. Content goals are clear and aligned with what each the audience segment needs.
5.5 high-quality, valuable, learning-focused content HubSpot Academy produces high-quality educational content. Participants practice what they have learned with the help of HubSpot tools. Helps capture new users on their free tools, through valuable content alone.
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6. Takeaways from the HubSpot Content Marketing strategy Build credibility for your content among your audience is the key. Honest, authoritative, and high-quality content does it faster. Know what your audience’s challenges are and offer solutions through quality content. Break legacies, experiment with new content formats. Create evergreen content that you can reuse and repurpose.
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