Once I used to work at a advertising company, I might learn knowledgeable trade blogs, corresponding to HubSpot, Advertising and marketing Brew, and Backlinko (to call a number of).
One in every of my foremost questions day by day was, “How do these manufacturers do it? How do they consistently provide you with sensible weblog concepts?”
Now, clearly, I work at HubSpot and I do know what a weblog technique appears like at a giant firm with a recognizable model.
By taking the time to do strong analysis and concept brainstorming, you may provide you with weblog matters that drive 1000’s of readers, like me, in — whereas boosting visitors, authority, and credibility.
Immediately, I wish to pull the curtain again for you. We’ll focus on how the HubSpot weblog constantly comes up with high-performing weblog concepts.
How the HubSpot Weblog Comes Up With Concepts
Earlier than we get began, it is necessary to know that when the HubSpot crew comes up with weblog concepts, a number of groups are concerned (Search engine marketing, weblog, and lead technology). Due to this, we divide our brainstorming course of into two elements: development analysis and Search engine marketing subject analysis. We then mix these efforts in our Insights Report on a quarterly foundation (which you’ll be able to obtain a duplicate of beneath).
Featured Useful resource: Search Insights Report Template
Let’s dive into each these processes beneath.
How the HubSpot Weblog Generates Development-Responsive Weblog Put up Concepts
Weblog matters that relate to traits, analysis, or thought management yield bursts in non-organic visitors that may enable you acquire guests when you’re ready for Search engine marketing-driven posts to rank. As a result of they typically embody knowledge, quotes, or different unique info, these posts can even earrn backlinks, which not directly enhance your search authority.
Nonetheless, discovering fashionable non-organic put up matters is not at all times simple and sometimes requires brainstorming.
Pamela Bump, HubSpot’s Viewers Progress Supervisor, leads the cost with our crew’s brainstorming efforts whereas additionally managing the weblog’s non-organic content material technique.
She says, “Whereas our Search engine marketing crew makes use of specialised instruments to determine weblog posts that can pull in natural visitors, I leverage quite a few development analysis techniques to determine put up concepts that can pull in non-organic visitors from sources like electronic mail, social media, and referrals.”
Under is the method she asks bloggers to make use of throughout our digital concept brainstorms.
1. Focus in your weblog classes.
Earlier than you get began, it is necessary to have some kind of highway map in thoughts. Select crucial clusters, or weblog classes, that you simply wish to deal with for the quarter and develop concepts round them.
Instantly, simply understanding the clusters you wish to deal with might spark a number of concepts for thought-leadership or data-driven analysis posts.
Every quarter, the HubSpot acquisition crew chooses seven to 10 clusters for every weblog property — for us, that is advertising, gross sales, service, and web site. Normally the clusters relate to issues like enterprise objectives or trade traits.
Moreover, we embody different classes in addition to these clusters, corresponding to Viewers Progress, Lead Acquisition, and Person Acquisition to assist us brainstorm matters which might be associated to our lead technology objectives.
2. Evaluate the content material you’ve got already written to encourage new matters.
Now that you’ve got achieved a fast brainstorm of some new concepts, let’s have a look at what’s already been written in every cluster that you simply’re specializing in.
To do that, search your website for the cluster. We do website searches at HubSpot, however simply typing in “website:weblog.hubspot.com/service buyer expertise” in Google. With this formatting, you may change the hyperlink and alter the key phrase to be no matter you are on the lookout for. Then, Google will discover posts on that key phrase on that website particularly.
While you’re developing with weblog concepts, looking the positioning to see if the subject has been coated is essential. The explanation you will wish to do that is that you will discover high-performing posts that offer you inspiration for brand new angles or you will discover posts that you simply wish to replace with extra quotes, knowledge, or new analysis. Moreover, it will enable you keep away from key phrase cannibalization.
Caroline Forsey, the HubSpot Advertising and marketing Weblog property supervisor, says. “Consider totally different angles for well-liked matters you’ve got already coated. As an illustration, for instance you might have loads of content material relating to LinkedIn — however you might have none from a thought chief within the house. Maybe you may conduct an interview with a LinkedIn worker for a thought management angle, like ‘High X Suggestions from a LinkedIn Marketer’.”
3. See what the competitors is doing.
When you by no means wish to copy your rivals, it is necessary to see what matters they’re writing about. It will enable you fill in gaps that your rivals are lacking and maybe enhance on weblog matters they’re discussing.
This additionally lets you realize what is going on on in your trade. What is the newest information and must you be writing about it?
Moreover, you may browse social media for that reason as properly. Social media can let you realize the ache factors of your viewers and check-in with what is going on on together with your audience.
Staying up on trade information is without doubt one of the greatest methods to brainstorm weblog concepts.
Forsey provides, “When new options develop into obtainable for a social media platform or software, there’s typically loads of alternatives to discover new angles there, as properly — not too long ago, LinkedIn launched its personal model of Stories, so maybe you brainstorm a subject like ‘X Finest LinkedIn Tales We have Seen’, or ‘LinkedIn, Instagram, or Fb Tales: Which is Finest?'”
4. Have a guidelines of weblog subject concept standards.
As soon as you’ve got created some weblog concepts, it’s best to verify and ensure every weblog put up subject is aligned together with your general weblog standards. If you do not have weblog standards but, possibly it is time to set some requirements round what every weblog subject ought to cowl.
For instance, at HubSpot, all our weblog posts want to supply worth to your weblog viewers, align with a cluster or lead-gen aim, present non-organic alternatives, be both trend-responsive or evergreen, and have some key phrase alternatives.
5. Keep organized.
It’s best to observe your weblog concepts in an organized style. At HubSpot, we use an concept technology spreadsheet the place writers and editors can brainstorm concepts for quarterly clusters, or simply write down ongoing concepts.
Finally, this course of helps maintain us organized with regards to producing constant weblog put up concepts.
Jay Fuchs, a weblog author at HubSpot, describes his course of. He says, “I attempt to discover matters that reconcile participating subject material with practicality when developing with analysis or trend-based weblog matters. Which means discovering buzzy, intriguing subject material that lends itself to an article with a compelling title, fascinating supporting supplies, and — maybe most significantly — actionable recommendation.”
Fuchs explains, “That might imply a bit about one thing like avoiding widespread pricing errors or gross sales methods that can develop into distinguished within the close to future. A method or one other, it’s essential to choose matters that hook and assist — ones that command your reader’s consideration and allow you to benefit from it with perception that they’re going to have the ability to apply, going ahead.”
Now that you realize the HubSpot course of with regards to producing non-organic weblog concepts, let’s dive into the Search engine marketing facet.
Brainstorming Search engine marketing-Optimized Concepts
Whereas Bump and the weblog writers brainstorm non-organic concepts, our Search engine marketing crew is tough at work creating weblog matters which have an natural aim in thoughts. That is their course of:
1. Take a look at your organization’s merchandise, objectives, and buyer base.
To begin, HubSpot’s Search engine marketing crew will assessment our merchandise, objectives, and buyer base.
Amanda Kopen, an Search engine marketing Strategist at HubSpot, says, “When developing with weblog put up concepts, first it’s essential to have a look at your organization’s merchandise, objectives, and buyer base. At HubSpot, we brainstorm weblog posts as they relate to our totally different merchandise (advertising, gross sales, service, and so forth.). Then, we slim it right down to matters the place we now have experience however are potential ache factors for our clients (social media advertising).”
Throughout this part, our Search engine marketing crew is reviewing our personas, prioritizing weblog clusters (determined by Search engine marketing and lead-gen groups), and brainstorming what can be useful to our viewers.
Moreover, the Search engine marketing crew will determine giant matters, underperforming matters, and outdated however high-performing matters.
2. Conduct key phrase analysis and run a content material hole evaluation.
After the preliminary brainstorm, it is time to do your key phrase analysis and content material hole evaluation.
Kopen explains, “As soon as we now have a possible ache level in thoughts, we use Search engine marketing greatest practices — like conducting key phrase analysis and operating content material hole analyses — to see precisely what individuals wish to study (how typically ought to I put up on LinkedIn), and we begin writing from there.”
Throughout this a part of the method, our Search engine marketing crew will collect domains with related audiences and conduct a content material hole evaluation (discover out what these websites are rating for that HubSpot is not).
We’ll additionally have a look at associated searches on Google to see what individuals are looking for. Then, we’ll determine alternatives the place we will replace outdated weblog posts or recycle the URL (so we do not lose the Search engine marketing juice, however have up to date content material for that subject).
3. See if there are any linking alternatives.
Lastly, the Search engine marketing crew will even talk with HubSpot’s product and academy groups to see if there are linking alternatives corresponding to any programs or merchandise of ours we must be linking to.
Creating Visitors-Producing Concepts
And that is how the HubSpot weblog comes up with high-performing weblog put up concepts constantly. To be taught extra about our course of, you may find out how Search engine marketing works for the HubSpot Weblog with our Insights Report course on HubSpot Academy.