How HubSpot’s Weblog Staff Comes Up With Excessive-Performing Submit Concepts


After I used to work at a advertising and marketing company, I’d learn skilled business blogs, comparable to HubSpot, Advertising Brew, and Backlinko (to call a number of).

blogger coming up with high-performing post ideas

One among my important questions each day was, “How do these manufacturers do it? How do they consistently give you sensible weblog concepts?”

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Right this moment, I’m pulling the curtain again for you right here at HubSpot.

How the HubSpot Weblog Comes Up With Concepts

Earlier than we get began, it is necessary to know that when the HubSpot staff comes up with weblog concepts, a number of groups are concerned together with Search engine optimisation, Weblog, and Monetization.

Due to this, we divide our brainstorming course of into two elements: non-organic and trend-responsive analysis and Search engine optimisation matter analysis.

We then mix these efforts in our Insights Report on a month-to-month foundation (which you’ll be able to obtain a replica of under).

Featured Useful resource: Search Insights Report Template

Let’s dive into each these processes under.

How the HubSpot Weblog Generates Development-Responsive Weblog Submit Concepts

“Weblog subjects that relate to developments, analysis, or thought management yield bursts in non-organic visitors that may allow you to achieve guests when you’re ready for Search engine optimisation-driven posts to rank,” says Pam Bump, the HubSpot Weblog’s Viewers Development Supervisor.

“As a result of they typically embody information, quotes, or different unique info, these posts also can earn backlinks, which not directly enhance your search authority.”

She continues, “On high of the potential referral advantages, non-organic content material additionally allows your weblog content material to be extra trend-responsive. By giving your insights on the most recent information, developments, and analysis in your business, you place your weblog as a supply for thought management.”

“Slightly than being a weblog individuals simply discover when doing Google searches, you enhance the possibilities of audiences following you, subscribing to you, or visiting your web site to search for the most recent business info,” Bump provides.

Nonetheless, whereas non-organic content material supplies many strong development alternatives, discovering stylish or research-driven put up subjects for a selected viewers is not all the time simple.

The truth is, it typically requires hours of brainstorming.

She says, “Whereas our Search engine optimisation staff makes use of specialised instruments to establish weblog posts that can pull in natural visitors, I leverage various development analysis ways to establish put up concepts that can pull in non-organic visitors from sources like e mail, social media, and referrals.”

Under is one brainstorming course of we’ve used right here at HubSpot.

1. Begin by focusing in your weblog classes.

Earlier than you get began, it is necessary to have some type of street map in thoughts.

Select crucial clusters, or weblog classes, that you simply need to give attention to for the quarter and develop concepts round them.

Instantly, simply figuring out the clusters you need to give attention to might spark a number of concepts for thought-leadership or data-driven analysis posts.

Every month, our staff chooses a handful of clusters for every weblog property. For us, that is advertising and marketing, gross sales, service, and web site. Often the clusters relate to issues like enterprise objectives or business developments.

Moreover, we embody different classes apart from these clusters, comparable to Viewers Development, Lead Acquisition, and Person Acquisition to assist us brainstorm subjects which can be associated to our lead technology objectives.

2. Evaluate the content material you’ve got already written to encourage new subjects.

Now that you simply‘ve finished a fast brainstorm of some new concepts, let’s see what‘s already been written in every cluster that you simply’re specializing in.

To do that, search your web site for the cluster. We do web site searches at HubSpot, by typing in “web buyer expertise” in Google, for instance.

With this formatting, you’ll be able to change the hyperlink and alter the key phrase to be no matter you are in search of. Then, Google will discover posts on that key phrase on that web site particularly.

Whenever you‘re arising with weblog concepts, looking out the location to see if the subject has been lined is essential. The explanation you’ll need to do that is that you could find high-performing posts that provide you with inspiration for brand spanking new angles or you could find posts that you simply need to replace with extra quotes, information, or new analysis.

This may even allow you to keep away from key phrase cannibalization.

Caroline Forsey, Principal Advertising Supervisor and lead of our thought management weblog program, says. “Consider totally different angles for standard subjects you‘ve already lined. As an illustration, let’s say you’ve got loads of content material relating to LinkedIn — however you’ve got none from a thought chief within the house.

Maybe you may conduct an interview with a LinkedIn worker for a thought management angle, like ‘Prime X Suggestions from a LinkedIn Marketer’.”

Forsey provides, “I additionally like to think about some matter angles that really feel like they’d hit on a reader‘s largest ache level. If you wish to write about TikTok, one of many largest challenges within the house is producing leads — so one thing like ’How These TK Manufacturers Generated Leads on TikTok‘ or ’Greatest Practices for Lead Era on TikTok’ is a robust contender.”

“You might additionally contemplate extra case-study-esque content material, like ‘This Model Generated 5,000 Leads on One Viral TikTok Video: Right here’s How’,” Forsey continues.

“When brainstorming, I like to think about a significant stressor for entrepreneurs first and work backwards from there.”

3. See what the competitors is doing.

Whilst you by no means need to copy your rivals, it‘s necessary to see what subjects they’re writing about. This may allow you to fill in gaps that your rivals are lacking and maybe enhance on weblog subjects they’re discussing.

This additionally lets what‘s occurring in your business. What’s the most recent information and do you have to be writing about it?

“A few of our highest performing weblog subjects have come from aggressive analysis, or newly revealed information or research from credible magazines, web sites, or publications we like to observe,” says Bump.

“Whereas we do not attempt to repeat precisely what rivals or different publications are doing, we do ask ourselves, ‘How can we cowl this development higher, give stronger insights on it, or in any other case put our personal spin on it.’”

Forsey provides, “I like seeing what’s being written about, after which pondering of another angle. For instance, if publications are consistently writing about how AI might take our jobs, I prefer to spin my very own angle on the highest-paying jobs ensuing from AI.

Lean into subjects different publications are writing about, however take an opposing or distinctive twist when potential.”

Moreover, you’ll be able to browse social media because of this as effectively. Social media can let the ache factors of your viewers and check-in with what is going on on together with your audience.

Staying up on business information is likely one of the greatest methods to brainstorm weblog concepts.

Forsey provides, “When new options grow to be accessible for a social media platform or software, there’s typically loads of alternatives to discover new angles there, as effectively.

Like when LinkedIn launched its personal model of Tales, that was a possibility to brainstorm a subject like ‘X Greatest LinkedIn Tales We‘ve Seen’, or ‘LinkedIn, Instagram, or Fb Tales: Which is Greatest?'”

4. Have a guidelines of weblog matter concept standards.

As soon as you’ve got created some weblog concepts, you must verify and ensure every weblog put up matter is aligned together with your total weblog standards.

In the event you don‘t have weblog standards but, perhaps it’s time to set some requirements round what every weblog matter ought to cowl.

For instance, with the guidelines of standards Bump’s created, all our weblog put up concepts want to supply worth to our weblog viewers.

They need to additionally both align with a cluster or lead-gen objective, embody non-organic parts comparable to information or authentic quotes, be both trend-responsive or evergreen, and have some key phrase alternatives.

5. Keep organized.

It is best to monitor your weblog concepts in an organized trend. 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.

In the end, this course of helps maintain us organized with regards to producing constant weblog put up concepts.

Jay Fuchs, Gross sales Weblog Editor at HubSpot, describes his course of.

He says, “I attempt to discover subjects that reconcile partaking material with practicality when arising with analysis or trend-based weblog subjects.

Which means discovering buzzy, intriguing 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 chunk about one thing like avoiding widespread pricing errors or gross sales methods that can grow to be outstanding within the close to future.

A method or one other, it’s worthwhile to choose subjects that hook and assist — ones that command your reader‘s consideration and allow you to profit from it with perception that they’ll have the ability to apply, going ahead.”

Now that the HubSpot course of with regards to producing non-organic weblog concepts, let’s dive into the Search engine optimisation aspect.

Brainstorming Search engine optimisation-Optimized Concepts

Whereas Bump and the weblog writers brainstorm non-organic concepts, our Search engine optimisation staff is difficult at work creating weblog subjects which have an natural objective in thoughts. That is their course of:

1. Take a look at your organization’s merchandise, objectives, and buyer base.

To start out, HubSpot’s Search engine optimisation staff will assessment our merchandise, objectives, and buyer base.

Amanda Kopen, an Search engine optimisation Strategist at HubSpot, says, “When arising with weblog put up concepts, first it’s worthwhile to take 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 and marketing, gross sales, service, and many others.). Then, we slender it all the way down to subjects the place we now have experience however are potential ache factors for our prospects (social media advertising and marketing),” Kopen provides.

Throughout this section, our Search engine optimisation staff is reviewing our personas, prioritizing weblog clusters (determined by Search engine optimisation and monetization groups), and brainstorming what could be useful to our viewers.

Moreover, the Search engine optimisation staff will establish giant subjects, underperforming subjects, and previous however high-performing subjects.

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 optimisation greatest practices — like conducting key phrase analysis and operating content material hole analyses — to see precisely what individuals need 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 optimisation staff 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 take a look at associated searches on Google to see what individuals are looking for. Then, we’ll establish alternatives the place we will replace previous weblog posts or recycle the URL (so we do not lose the Search engine optimisation juice, however have up to date content material for that matter).

3. See if there are any linking alternatives.

Lastly, the Search engine optimisation staff may even talk with HubSpot’s product and academy groups to see if there are linking alternatives comparable to any programs or merchandise of ours we must be linking to.

Creating Site visitors-Producing Concepts

And that is how the HubSpot weblog comes up with high-performing weblog put up concepts persistently.

By taking the time to do strong analysis and concept brainstorming, you’ll be able to give you weblog subjects that drive hundreds of readers in, like me, whereas boosting visitors, authority, and credibility.



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