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Carly Stec

By Carly Stec

Nov 6, 2013


Content Marketing
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Content Marketing

How to Use HubSpot to Create Remarkable Content

Carly Stec

By Carly Stec

Nov 6, 2013

How to Use HubSpot to Create Remarkable Content

 The biggest challenge for marketers this year has been producing enough content.

In fact, 64% of marketers listed content creation as a challenge, and 29% specified it is as their biggest challenge. (Source: 2013 B2B Content Marketing Benchmarks, Budgets and Trends)

While content appears to be a troublesome task to master, our focus is not on creating enough content, but rather enough of the right content.

It's easy to pump up content quantity, but at what expense in terms of content quality?

Remarkable content means content worth sharing. If you want people to read past your introduction, you have to give them a reason to do so.

HubSpot's software is designed to help companies attract visitors, convert leads, and close and delight customers. However, in order for this seamless transaction to occur, companies must be able to create remarkable content, optimize it, and share it across a multitude of channels.

Easier said than done right? Not really. We've highlighted a few of the tools HubSpot's software has incorporated to make the content creation process a bit less strenuous!

Page Performance Tool

The Page Performance tool provides you with the opportunity to break down your website and delve into the analytics. What's great about this tool is that it gives you the ability to turn up old content, which can help to redirect the focus of your current content based on what was working then, and what is still working now.

Once you've locked in a time frame, email and RSS blog subscribers can be further interpreted through the use of the subscription graph and grader. By scrolling over the graph, you can retrieve the number of views you received on specific dates. This visual feature allows you to gain a bit more awareness regarding when and where things were strong and where they may have fallen short.

Laying out your webpages and blog posts in order from the highest to lowest number of views is probably the simplest way to get a handle on where your strong suits are. By exploring topics that ranked high in views, you may find that additional relevant topics will surface. If people responded well to your "10 Marketing KPI’s You Should Be Tracking" post, why not piggyback off the idea for a new offer?

Don't forget to take a look at how each CTA functioned within your most popular blog posts. With access to CTA click-through percentages, you can generate a better understanding of which CTAs work where and why. If you're not including a CTA at the end of each blog post, start now!

Keywords and comment-based feedback can also serve as helpful tools when it comes to using your page performance analytics to revitalize your content creation.

The hyperlinked keywords number accompanying each post will take you to a page where each keyword is addressed in terms of rank and monthly search volume. Using this information to guide future content generation and SEO strategies will make it easier to propagate stronger results.

Posts that received a lot of attention in terms of commenting should be at the top of your revisit list. Chances are if people took the time to comment, they saw value in the information being presented. Check to see if any of the comments ask questions, and use these questions as the basis of future offers or blog posts.

Keyword Tool

These days "Google it" has quickly become an acceptable response to any question raised. It is likely that your buyer personas turn to search engines for the answers to their questions just the same. This is why the key to driving traffic to your website is to make your answers to their questions as SEO friendly as possible.
Keyword research with the Keyword Tool is a great way to breath fresh air into your content because it allows you to identify:
    • The specific rank position of each keyword
    • Difficulty rates for front-page results
    • Website visits generated by each keyword
    • Leads generated by each keyword

When picking through your keyword analytics, take note of examples that have high monthly searches and low difficulty rates. These keywords should be targeted the most when creating new content because they have the metrics necessary for driving website traffic effectively.

With a strong list of keywords identified, brainstorming content just got a whole lot easier. It is easy to drive conversations about new offers, webpage changes, or blog posts when you base them off the right words. Keywords are reflective of the answers your buyer personas are seeking, so using them in the development of your content is not reccomended, it's required.

Social Inbox

Social media networks are crowded and noisy. If you don't have a strong social media strategy, it is easy to get lost in the fast-paced feed and miss out on valuable interactions. Knowing what your buyer personas are talking about is the key to creating content that will resonate with them.

What the Social Inbox tool does is simplify social publishing, monitoring, and analytics by placing an emphasis on the humans behind each handle. Through the creation of segmented smart lists, you can pick and choose which customers you want to monitor . You can then combine these customers with a group of keywords you use to generate a stream of people engaging in conversations about topics relevant to your industry.

By identifying the right people, at the right time, you are increasing opportunities to develop more personalized content. Rather than weeding through social networks blindly, this tool highlights which customers are ready to interact with you, so that you can be ready to interact when them.

For example, if a lead mentions your company on Twitter, you can scan their profile to gather information about them quickly and efficiently before sending back a response. By identifying their past behavior on your website before you respond, you can tailor your content to better suit their interests, guiding them down the funnel more effectively.


The Sources Report tool shows you not only where your website traffic is coming from, but also where these leads and customers initially found your page. Having the ability to access a leads "first touch" as well as their "last touch" provides you with information about what content they first came to your website for, and why they are coming back.

Through your exploration of this tool you may notice that there is a particular marketing campaign or offer that brought forth a healthy amount of new visitors. These types of campaigns and offers with the highest ROI can be used as the structure for future content.

Being able to see all of your channel's visits, and conversion rates coexist in one cohesive interface makes it easy to recognize which ones are worth not only your investment, but your best content.

However, while one channel may see more success than some of the others, don't give up on them. You may find that many of your leads are coming in through social media, but coverting through different channels. Design and distribute your content accordingly. Create brief, valuable information to attract visitors on social media and accompany it with a strong email marketing campaign littered with great content to facilitate conversions.

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