Content Marketing Case Study

Content Marketing Case Study Importance of Content in Inbound Marketing June 2009 Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe What’s HubSpot? • Inbound marketing software for SMBs • Over 1,300 customers in 2 years • 85+ employees, lots of MIT grads Marketing Has Changed 1950 - 2000 2000 - 2050 3 Outbound Marketing Outbound Marketing Challenges 800-555-1234 Annoying Salesperson Inbound Marketing Blog SEO Social Media Lower Your Cost / Lead www.HubSpot.com/ROI Importance of Content Thought leadership SEO Social media What to Publish? Blog Podcast Videos Photos Presentations eBooks News Releases More Content = More Links 10 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 from Social Media Visitors SEO YouTube 5,289 511 Social Media 834 Leads 754 72 28 Customers 12 3 1 Thank You! www.HubSpot.com/free-trial www.Grader .com Mike Volpe HubSpot VP Marketing Twitter: @mvolpe