How HubSpot’s Blog Team Confronts High-Performing Post Ideas

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When I used to work at a marketing company, I would read expert market blogs, such as HubSpot, Marketing and advertising Brew, and Backlinko (to name a few).

One of my main questions every single day was, “How do these brands do it? How do they constantly come up with brilliant blog ideas? inch

Now, obviously, We work at HubSpot and I understand what a blog strategy appears like at a big company with a recognizable brand.

If you take the time to do solid analysis and idea brainstorming, you are able to come up with blog topics that drive thousands of readers, with this problem, in — while increasing traffic, authority, and reliability.

Today, I want to draw the curtain back for you personally. We’ll discuss how the HubSpot blog continuously comes up with high-performing blog ideas.

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The way the HubSpot Blog Comes Up With Tips

Before we get started, you have to know that when the HubSpot group comes up with blog ideas, many teams are involved (SEO, blog, and lead generation). For this reason, we divide our brainstorming process into two parts: trend research and SEARCH ENGINE OPTIMIZATION topic research. We after that combine these efforts in our Insights Report on a quarterly basis (which you can down load a copy of below).

Featured Resource: Search Information Report Template

Search Insights report template by HubSpot.

Let’s dive into both these processes below.

How the HubSpot Blog Generates Trend-Responsive Post Ideas

Blog topics that will relate to trends, research, or thought leadership yield explodes in non-organic traffic that can help you gain visitors while you’re waiting for SEO-driven posts to position. Because they often include data, quotes, or other exceptional information, these posts can also earrn backlinks, which indirectly boost your search authority.

However , finding trendy non-organic post topics isn’t always simple and often requires brainstorming.

Pamela Bump, HubSpot’s Audience Growth Manager, leads the charge with our team’s brainstorming initiatives while also managing the particular blog’s non-organic content strategy.

She says, “While the SEO team uses specialized tools to identify blog posts that will pull in organic visitors, I leverage a number of pattern research tactics to identify write-up ideas that will pull in non-organic traffic from sources like email, social media, plus referrals. ”

Below will be the process she asks bloggers to use during our digital idea brainstorms.

1 . Focus on your blog categories.

Before you get began, it’s important to have some sort of guide in mind. Choose the most important clusters, or blog categories, you want to focus on for the quarter plus develop ideas around all of them.

Immediately, just knowing the clusters you want to focus on could spark a few ideas for thought-leadership or data-driven research posts.

Each quarter, the HubSpot acquisition team chooses seven to ten clusters for each blog residence — for us, that’s marketing, sales, service, and site. Usually the clusters connect with things like business goals or even industry trends.

Additionally , all of us include other categories apart from those clusters, such as Target audience Growth, Lead Acquisition, and User Acquisition to help us brainstorm topics that are related to our lead generation goals.

2 . Review the content you’ve already written to inspire brand new topics.

Now that you’ve accomplished a quick brainstorm of several new ideas, let’s notice what’s already been written within each cluster that you’re concentrating on.

To do this, search your site for your cluster. We do web site searches at HubSpot, yet just typing in “site: blog. hubspot. com/service consumer experience” in Google. With this formatting, you can change the link and alter the keyword to be what ever you’re looking for. Then, Google will find posts on that keyword on that site particularly.

When you’re coming up with blog tips, searching the site to see if the topic has been covered is essential. The reason you’ll want to do this is that you simply can find high-performing posts that give you inspiration for new angles or you can find posts you want to update with more quotations, data, or new analysis. Additionally , this will help you avoid keyword cannibalization.

Caroline Forsey, the HubSpot Marketing Weblog property manager, says. “Think of different angles for popular topics you’ve already covered. For instance, let’s say you have plenty of content regarding LinkedIn — but you have none from the thought leader in the room. Perhaps you could conduct an interview with a LinkedIn employee for any thought leadership angle, such as ‘Top X Tips from a LinkedIn Marketer’. ”

3 or more. See what the competition does.

While you never want to copy your competitors, it’s important to see exactly what topics they’re writing about. It will help you fill in gaps that your competitors are missing and perhaps improve on blog topics these kinds of are discussing.

This also lets you know what’s happening in your industry. What’s the newest news and should you become writing about it?

Additionally , you can browse social media for this reason too. Social media can let you know this points of your audience and check-in with what’s going on together with your target audience.

Staying up on market news is one of the best methods to brainstorm blog ideas.

Forsey adds, “When new features become available for a social media platform or tool, there’s often plenty of opportunities to explore new angles there, as well — recently, LinkedIn released its very own version of Stories, so perhaps you brainstorm a topic such as ‘X Best LinkedIn Tales We’ve Seen’, or ‘LinkedIn, Instagram, or Facebook Stories: Which is Best? ‘”

4. Have a checklist of blog topic idea criteria.

Once you’ve created some blog suggestions, you should check and make certain each blog post topic is certainly aligned with your overall blog criteria. If you don’t have blog requirements yet, maybe it’s time to set some standards about what each blog topic should cover.

For example , at HubSpot, all our blog blogposts need to provide value for your blog audience, align with a cluster or lead-gen goal, provide non-organic opportunities, be either trend-responsive or classic, and have some keyword possibilities.

5. Stay organized.

You need to track your blog ideas within an organized fashion. At HubSpot, we use an idea era spreadsheet where writers and editors can brainstorm ideas for quarterly clusters, or simply write down ongoing ideas.

Eventually, this process helps keep us organized when it comes to generating consistent post ideas.

Jay Fuchs, the blog writer at HubSpot, describes his process. He admits that, “I try to find topics that reconcile engaging subject matter along with practicality when coming up with analysis or trend-based blog topics. That means finding buzzy, interesting subject matter that lends itself to an article with a compelling title, interesting supporting materials, and — perhaps most importantly — actionable advice. ”

Fuchs clarifies, “That could mean a piece about something like avoiding common pricing mistakes or product sales strategies that will become notable in the near future. One way or another, you need to choose topics that hook and help — ones that command your reader’s interest and let you make the most of this with insight that they’ll have the ability to apply, going forward. ”

Since you know the HubSpot process when it comes to generating non-organic weblog ideas, let’s dive in to the SEO side.

Brainstorming SEO-Optimized Ideas

While Bump and the blog writers brainstorm non-organic ideas, our SEO team is hard at work creating blog topics that have an organic objective in mind. This is their process:

1 . Look at your company’s products, goals, and client base.

To start, HubSpot’s SEARCH ENGINE OPTIMIZATION team will review the products, goals, and client base.

Amanda Kopen, an SEO Strategist at HubSpot, says, “When coming up with article ideas, first you need to take a look at your company’s products, goals, and customer base. At HubSpot, we brainstorm blog posts as they relate to our different items (marketing, sales, service, etc . ). Then, we slim it down to topics exactly where we have expertise but are potential pain points for the customers (social media marketing). ”

During this phase, our SEO team is reviewing our personas, prioritizing blog clusters (decided by SEO and lead-gen teams), plus brainstorming what would be helpful to our audience.

Additionally , the SEO team will determine large topics, underperforming subjects, and old but high-performing topics.

2 . Conduct keyword research and run a content material gap analysis.

After the initial brainstorm, it’s time to perform your keyword research plus content gap analysis.

Kopen explains, “Once we have any pain point in mind, all of us use SEO best practices — like conducting keyword research and running content distance analyses — to see precisely what people want to learn about (how often should I post upon LinkedIn), and we start composing from there. ”

During this portion of the process, our SEO team will gather domains with similar audiences and perform a content gap analysis (find out what these websites are ranking for that HubSpot isn’t).

We’ll also look at related searches on Google to find out what people are searching for. Then, we will identify opportunities where we can update old blog posts or even recycle the URL (so we don’t lose the particular SEO juice, but possess updated content for that topic).

3. See if there are any kind of linking opportunities.

Finally, the SEO team will also get in touch with HubSpot’s product and school teams to see if there are linking opportunities such as any courses or products associated with ours we should be linking to.

Creating Traffic-Generating Ideas

Which is how the HubSpot blog comes up with high-performing blog post ideas consistently. To learn more about our process, you can learn how SEO functions for the HubSpot Blog with our Insights Report course upon HubSpot Academy.

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