scaling growth through inbound marketing: #webbdagarna stockholm 2016 @matthewbarby

Scaling Growth Through Inbound Marketing Webbdagarna // 22nd March 2016

@hubspot // @matthewbarby #Webbdagarna

“Great content isn’t enough.”


Over 2.5 million blog posts are published online every day.


Social Shares: Backlinks:

Linking Domains:

@hubspot // @matthewbarby

61 4 2

http://mealime.com/resources/how-to-save-money-on-groceries-ultimate-guide/


Linking Domains:


0 9 8

http://www.wraxalls.co.uk/green-roofing-guide/


Linking Domains:


463 1 1

http://www.visualistan.com/2015/01/can-we-end-our-fossil-fuel-addiction-by-2050.html


Linking Domains:


260 177 23

https://www.getharvest.com/field-guides/pricing/

On the other hand…



Linking Domains:


1.5 million 1,720 411

http://www.buzzfeed.com/expresident/best-cat-pictures


Linking Domains:


661,158 27,900 1,370

http://www.sanger.dk/

Morale of the story…


People love cats and dogs

If you don’t promote your content, it’ll fail.


Some advice for common problems…


Problem 1 “We have lots of content but

it doesn’t generate much search engine traffic.”


“Backlinks matter to new startups and established

businesses alike.”



3 options for reoptimising existing content…

#Webbdagarna

Option 1 Internal linking from authoritative pages.


Option 2 Content consolidation

through redirects.



Webpage A Webpage B

#5 on page 1 for “keyword A” #6 on page 1 for “keyword A”

100 backlinks 60 backlinks

Webpage A (#5): Webpage B (#6):

Total:


1,000 visits 600 visits 1,600 visits

“keyword A”: 20,000 monthly searches

#Webbdagarna


Webpage A Webpage B

Webpage AB (#3): % Increase:


2,000 visits 20%

“keyword A”: 20,000 monthly searches

#Webbdagarna


1  Find overlapping content.

2 Assess rankings, links & traffic.

3 Pick a winner and redirect.

#Webbdagarna

Option 3 Create cluster content.


“If something doesn’t work, don’t just tear it down and

start again.”


Problem 2 “We don’t generate many leads from the traffic we

receive.”


“Don’t just start interrupting user experience; try to

improve it.”



“46% of our monthly blog leads came from just 30 posts (out of over 6,000)!”

#Webbdagarna

The Plan Matching user expectation

to a call-to-action.


Before: “how to write a press release”


After: “how to write a press release”


Test things.


Problem 3

“I don’t know what content works best.”


Time for some data.

“If you don’t know what really works then you’re relying on

luck to succeed.”


I recently ran a study that analysed the 6,192 articles within our marketing blog to find our ‘content success formula’.



“Articles with a word count between 2,250 and 2,500 earn the most organic traffic on our blog.”

#Webbdagarna


“Articles on our blog with headlines consisting of 11 or 14 words are shared the most on Twitter/Facebook.”

#Webbdagarna


“Adding the word ‘infographic’ to our blog title increase tweets by 100.05%, whilst ‘template’ added

114.60% more.”

#Webbdagarna


“On average, articles with >300 inbound links received the largest volume of organic search traffic.”

#Webbdagarna


“On average, the more social shares an article received, the greater the volume of inbound links.”

#Webbdagarna

“Great content isn’t enough.”


Arm your self with data. Plan for the worst. Diversify your acquisition channels.



@matthewbarby @hubspot matthewbarby.com hubspot.com