So your company is set up on HubSpot – one of the most powerful content marketing platforms out there. How do you make sure you’re getting the most out of it? You’ve come to the right place! Read on to learn how in just a few simple steps, you can start using HubSpot to speak directly to your audience – and win new customers.
As a digital marketing agency and certified HubSpot partner, we often hear from clients about how hard it is to create digital marketing content that consistently and positively impacts their bottom line – and we know they’re not the only ones.
If you’re also feeling this pain with your content, let us guide you on some core approaches that will help you get the most out of the platform and win new and better leads. HubSpot offers an easy-to-navigate, data-driven roadmap to success, and we’re going to tell you exactly what you need to do to maximize its benefits for your company.
Top 3 Essential Tips for High-Performing HubSpot Content Marketing
Tip #1: Ensure Your Content Solves Problems for Your Customers
When it comes to growth marketing, it's all about solving your customers’ problems – think of your content as an extension of your company’s customer service. Below, we outline a smart and simple way to approach blog posts, landing pages, and personalized emails that will consistently drive conversions.
- Use HubSpot’s Buyer Persona Tool to create three to five marketing personas to define exactly who your customers are. What do they need? Where are they stuck? How can you help them? Understanding each persona’s needs, preferences, and pain points will enable you to create content that resonates with them and inspires them to convert.
- Now that you’ve defined your audiences via HubSpot personas, you can create blogs, social posts, and emails that offer solutions to their specific problems.
- Start with blogs. The HubSpot Blog Tool has an intuitive drag-and-drop editor and pre-built templates, making it easy to create visually appealing posts in no time.
- Once you’re comfortable with HubSpot's Blog Tool, try experimenting with website landing pages next. These pages are designed to capture leads and drive conversions with forms, downloadable content, and other offers. Again, HubSpot’s ready-made templates make this process a breeze.
- Once you have landing pages down, experiment with email personalization using HubSpot’s Smart Content feature. You can segment your audience based on demographics, behaviour, or their stage in the buyer’s journey and then personalize your content for these different audience segments. By delivering tailored emails based on user behaviour and preferences, you can boost engagement and drive better results.
- Understand how your content performs – it’s essential for continuous improvement, resulting in an improved number of customers! HubSpot's Analytics Tools offer actionable info on the impact of your content marketing. Start by exploring the Traffic Analytics tool, which provides data on where your visitors are coming from, what content they’re engaging with, and how they navigate your site. Next, try HubSpot's Reporting Tools to create custom reports tailored to your marketing goals.
Tip #2: Set Up Your HubSpot Back-End Before Campaign Launch
Setting up your HubSpot back-end in an optimal way is an essential first step when using HubSpot’s powerful content and contact tools. Follow these easy steps below to get you onto a smart path to growth!
- Start by connecting your existing tools and platforms to HubSpot. Whether it's your CRM, email marketing software, or social media platforms, integrating your external platforms will allow you to build, schedule, and analyze all of your marketing content in one place. By setting up your account thoughtfully from the start, you're laying the foundation for a successful, unified HubSpot content marketing strategy.
- Customize your dashboard to track all your HubSpot content marketing activities. HubSpot allows you to select and display the reports that are most relevant to you – common ones like page views, bounce rate, and conversion rate are set up as pre-built reporting templates. You can add them to your custom dashboard with just one click.
- Set clear goals for your HubSpot content marketing strategy. Is your aim to increase brand awareness, generate new leads, or boost customer engagement? Clearly defining your campaign objectives is essential in guiding your content creation process. Use HubSpot’s SMART goals framework to ensure your targets are specific, measurable, achievable, relevant, and time-bound.
Tip #3: Make Your Content Utterly Searchable
Investing all this time and effort into your content marketing is all for naught if your content doesn’t actually get found – and by the right people. That’s where HubSpot’s SEO (search engine optimization) tools come into play. They give you insights into everything from finding the right keywords to setting up strategic topic clusters that boost your website’s visibility and authority score. If you follow the steps below, your content will not only be seen but also loved by search engines!
- Make sure your content is SEO optimized. Search engine optimization is a critical component of any successful content marketing strategy, and HubSpot makes it simple – even for beginners.
- Start by conducting thorough keyword research using HubSpot’s Keyword Research Tool. Identify high-ranking keywords that are relevant to both your industry and your company, then incorporate them naturally into your content. Don’t overdo it, though! Overusing keywords in your content is called keyword stuffing, and it works against your ranking in search engine results.
- Identify a few core topics you would like to write about and use HubSpot's Content Strategy Tool to create content clusters around these topics. This will enhance your website's authority rating and your search engine visibility – the visibility of your content gets a boost, and your brand is established as a thought leader.
- Create content using HubSpot’s SEO Recommendations Tool, which provides actionable insights to optimize your content for search engines. The tool suggests such useful things as meta tag improvements, content recommendations, and guidance for clear and descriptive titles, meta descriptions, and header tags. Ensure that your images are also optimized. Include alt text on every image to improve accessibility and search engine visibility.
- As you get more and more comfortable with SEO, dive deeper into HubSpot’s SEO Analytics Tools to track your performance over time (it’s so satisfying!). Analyze which keywords are driving traffic to key pages on your site and adjust your strategy accordingly.
Now You’re Set Up for HubSpot Content Marketing Success!
It’s pretty easy to optimize your content marketing with HubSpot, isn’t it? Use the three tips above to ramp up your growth marketing efforts and win new customers. Just start at the top of this list and move on down. Focus on one tweak or optimization at a time and, before you know it, growth and glory will be yours! Well…we can definitely promise the growth. The glory is up to you!
Want More HubSpot Content Marketing Tips? Join Expert, Alysha Dominico, for Our Free HubSpot Bootcamp
