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According to Hubspot, It is critical for businesses to demonstrate who they are and what expertise they bring to the table because it allows them to appeal to customers and grow their business. One of the best ways to achieve this is through content creation. As such, a content marketing strategy is about managing every piece of media that you create and own, whether it is audio/visual (images, video, audio) or written.
HubSpot is excellent for this very purpose because it not only allows you to create your content strategy, but it also enables users to build your entire marketing plan, sales plan, and other campaigns.
With this in mind, below is some useful information on how to create a content marketing strategy using HubSpot.
Pool your Resources and get Prepared
Before using HubSpot or any other platform or tool for your content marketing, it is critical to ensure that you do the following:
1. Set Up SMART Goals
SMART goals are Specific, Measurable, Attainable, Relevant, and Timely. Your objective is to look at your past results and determine what you can realistically achieve beyond previous results.
2. Buyer Personas
Determine who your ideal buyer is and create a fictional representations/persona of that buyer. This will allow you to direct your content to the right person at the right time in their buyer journey.
Once you create buyer personas, you can add them directly into HubSpot.
3. Define Lifecycle stages
Bring together your sales and marketing teams and define/agree on lifecycle stages, MQLs, SQLs, etc. before starting your content marketing campaigns. This is critical for sales-marketing alignment.
4. Keyword Research
Simply think of short-tail keywords (1-2 words) and long-tail keywords (phrases) that you would like to rank for. To get even more ideas, type some of the keywords into the search engine or use a tool like Moz Keyword Explorer to get even more ideas.
5. Create topic clusters and create content
Once you identify specific keywords, use HubSpot’s content strategy tool to create ‘topic cluster’s’ that will help you create content that your target audience is interested in. The HubSpot AI engine will suggest better topics, the more you use the tool.
After choosing some worthy ideas from the suggestions, start creating content that you will use for your content marketing.
Implementing the Content Strategy
1. Organize your marketing efforts using the Campaign Tool
HubSpot’s Campaign tool is used to group activities like your digital efforts (e.g., promotional sales, discounts, tradeshows, etc.) as well as tag all the individual components of a piece of media. The campaign tool is where you will also add all your SMART goals for your campaigns.
2. Website Pillar Page
Next, create your website by choosing a pillar page that suits your content.
You can use templates and use the HubSpot knowledge base to create landing pages and your entire site within the HubSpot platform.
3. Publish your blog posts
Use the HubSpot’s user guide to create and manage your content.
4. Use HubSpot’s CTA tool
The CTA tool (Call-To-Action) is used to link your landing page to your pillar page. This is useful for analytics and reporting, e.g. conversion rate tracking, A/B testing, etc. The CTA tool is also helpful in creating CTAs that could be in the form of text, images, etc.
5. Use the Content Strategy Tool to tie your content
The tool will verify if there’s an internal link, as well as allow you to collect statistics about topic clusters.
Promote your Content
After setting up your content, the next step is to promote it. You can do so within HubSpot in different ways, including:
- News releases
- Social media content and Social media Ads
- Guest posting and link building
Lead Nurturing and Follow-up
Use HubSpot’s Workflow tool to assign contacts into the appropriate lifecycle stages or into the appropriate MQL, and SQL.
Additionally, you can follow-up on contacts that are not ready to talk to sales or that may need additional information to help them along their buyer journey.
Use the Campaign Analytics tool to understand and evaluate the performance HubSpot’s analytics tools can help you to assess and tweak the performance of your campaigns. Some of the things that you can monitor include:
- Website, blog, and landing page traffic, CTA rate, etc.
- Source of website traffic
- Email click-through rate and open rate
- Best performing social media channel based on clicks, interactions, time/day, etc.
- Performance of lead nurture workflow, e.g. goals met
You can also use HubSpot’s Attribution Report to tell you the content/pages that are creating the most conversions.
The information above is just a tip of the iceberg into just how deep the HubSpot platform is. The above information is intended to guide you and spark your imagination into understanding what is possible using HubSpot for your content marketing. That said, the best way to learn is to simply use it for your specific needs. Over to you.