Content Marketing Case Study Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe Importance of Content in Inbound Marketing June 2009
Content Marketing Case Study
Aug 20, 2015
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Content Marketing Case Study
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
Importance of Content in Inbound MarketingJune 2009
What’s HubSpot?
• Inbound marketing software for SMBs• Over 1,300 customers in 2 years• 85+ employees, lots of MIT grads
3
Marketing Has Changed
1950 - 2000 2000 - 2050
Outbound Marketing
Outbound Marketing Challenges
800-555-1234AnnoyingSalesperson
Inbound Marketing
Blog SEO Social Media
Importance of Content
Thought leadership
SEO
Social media
What to Publish?
Blog
Podcast
Videos
Photos
Presentations
eBooks
News Releases
10
More Content = More Links
How Many Tickets Do You Have?
Content Makes You Interesting
Case Study: Video
Two videos with over 30,000 views
One attracted 43 blog articles in 2 weeks
Video Measurement
Case Study: Blog
• Top 3 source of leads• 7-10% visit company website• 10-20% lead conversion rate
Blog Content Measurement
Blog Measurement
The Ultimate Measurement
Visitors Leads Customers
SEO 5,289 754 12
Social Media 834 72 3
YouTube 511 28 1
Visitors from Social Media
Thank You!
Mike Volpe
HubSpot VP Marketing
Twitter: @mvolpe
www.HubSpot.com/free-trial
www.Grader .com
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