Four times a year, Noisy Little Monkey hosts the Bristol HubSpot User Group (HUG); it’s a meet-up for like-minded inbound marketers in Bristol who use HubSpot. At the most recent event, attendees learned how to create a HubSpot content strategy from scratch. In case you missed out on the talk, here’s a recap of all the juicy knowledge that was shared.
Building a HubSpot content strategy isn't just about deciding what tweets/blogs/videos you should put out and when; it's actually a much more considered process which forms a bigger part of your inbound marketing strategy. The content you produce for your prospects and customers informs every stage of the buyer's journey.
A slide showing the inbound marketing flywheel and where your content fits in the buyer's journey
A lot of these concepts will be referred to later in the blog, so let’s start with the basics. These three P's are the framework of how you can build your HubSpot content strategy:
This comes in the form of Key Performance Indicators (KPIs). Your KPIs are subjective because what you define as "success" for your business is subjective, so, when brainstorming your KPIs:
For example, 'success' for you as a marketer will probably be defined by how many leads you have coming in through the website. However, 'success' for your boss will most likely be how much profit the business has made at the end of the month. This is why it's important to define the KPIs of your content strategy early on.
If you want a deeper dive on how to set KPIs and achievable goals for your business, you can read about how to set SMART goals in this blog here.
Before you set those goals, a top tip from the talk was this: when setting out your KPIs, consider vanity vs. value. Be realistic and have a mixture of macro and micro marketing metrics. Macro metrics include form submission and event registrations, while micro could focus on newsletter signups and time spent on page.
If you'd like an in-depth guide to deciding which measures are important to you, you'll find the Measurement Framework download below extremely useful.
Once you've set your goals, now's as good a time as any to review and analyse your existing content. You can do this with a formal content audit; it’ll help you understand the value and context of your existing content.
Value - a content audit will help you highlight and address under-performing or skyscraper content
Context - segment your content by its awareness stage, persona, subject, and conversion path. This will help you identify gaps of content types.
You can download an example content audit worksheet here that will help you benchmark your existing content.
Have you started using pillar pages to group your content yet? Pillar pages help you build your content into defined 'topic clusters'. These clusters come together to form a very deliberate content architecture on your site which helps searchers find information on your website more easily.
To give you a brief overview, pillar pages:
Take the opportunity to create pillar pages and link your blog content to these core topics. HubSpot has a useful tool for helping you map out your content strategy - look for Marketing > Planning and Strategy > SEO in the navigation bar of the CMS.
If you need inspiration for the other types of content you can use to build up your pillar content, try:
Once you've set your KPIs, and established benchmarks, you'll want to create a plan for creating your HubSpot content strategy.
For any inbound marketer, buyer personas are a familiar concept, but just in case they’re not, here’s a tidy definition for you:
Buyer Personas are semi-fictional representations of your ideal customer based on real data and some educated speculation about demographics, behaviors, motivations, and goals.
So, how do you go about getting that data to inform your personas?
Based on what you know about your ideal customer, use keyword research to work out the questions they’re likely to ask.
You’ll need to position your shiny new content for different stages in the buyer’s journey and consider what kind of format will be most effective:
Prospect is experiencing symptoms of a problem. They’re researching to understand, frame and diagnose their issue.
Types of content you can consider publishing: eBooks, editorial, reports.
Types of content you can consider publishing: webinars, podcasts, videos.
Prospect has decided on their approach. They’re compiling and comparing a list of vendors to fix their problem.
Types of content you can consider publishing: comparisons, trial downloads, case studies.
Thinking about where your content sits in the buyer's journey will help you understand your prospect's conversion path.
Getting all your information in one place is hard, but monitor HubSpot, Databox and Data Studio dashboards to get a feel of where you’re at - and you’ll see your HubSpot content strategy helping your digital marketing achieve success right before your eyes.
If you need help and support with HubSpot, Noisy Little Monkey are a HubSpot Platinum Partner, get in touch to find out how we can help you today..
Inbound Manager @ Noisy Little Monkey, Josh blogs about SEO, Local & Mobile, HubSpot and Inbound Strategy.
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