If you're at all familiar with HubSpot, you know the great value this marketing platform brings to your inbound marketing efforts. All of your content, CTAs, landing pages, offers and contacts "live" in one place, which streamlines the analysis of your efforts and makes it so easy to measure their effectiveness. It then makes sense to also host your blog on HubSpot and make use of the detailed analytics features to evaluate the success of your campaigns—and refine them accordingly.
That said, it isn’t just convenient to host your blog in HubSpot. You’ll also gain valuable insights on which topics resonate with your audience so you can appropriately tailor your future content to the needs of your target buyers. Just like you can gather data on the performance of your website pages, HubSpot also tracks the performance of your blog posts. Here are just a few of the tools you can use to make your posts the best they can be:
Similarly to the way you can obtain insights on what’s working and what's not working on your website pages, the Page Performance tool shows you – in a date range you can specify – how many views each post received, how the CTA on your blog post has performed, if there were any comments, the number of keywords you’re tracking and the number of inbound links to that particular article. It also shows you any glaring optimization errors associated with your blog. You can sort by the number of times a post was viewed, as well as by author, in order to see how each contributor’s posts are being received. You may be surprised to see the topics that are consistently popular month to month! Leverage this information by creating additional content revolving around the themes that seem to resonate most with your target audience.
The information displayed in HubSpot's Calls-to-Action tool tells you how many views your CTA received, the percentage of visitors that have clicked on it, and the percentage that submitted the form on your landing page, thereby converting into leads. You may see that a CTA you thought was compelling is really a dud. If this is the case, you can then play with design, wording, colors, etc. to see if clicks increase, and even consider A/B testing a CTA with different designs or messaging that would potentially give your click-through rate a boost.
It's also a good idea to cross-reference the Blog/Page Performance reports with your Call-to-Action data. If a CTA is performing well overall but not on a particular post, perhaps you need to replace the CTA in the article with another offer that is more relevant to the blog post's content, facilitating a stronger message match. The whole point of adding a Call-to-Action to the blog post is to propel the visitor down your sales pipeline, so you want to be sure the CTA's content is aligned with the blog content in which they've demonstrated an interest.
Another great thing about using HubSpot for your blog is the opportunity to take advantage of the Keywords tool. First, you can track all of your company's target keywords to see their respective search volume and how you are currently ranking for them online. Once you've selected a priority keyword for which you want to optimize a particular blog post (and hopefully improve your chances of ranking!), you can click on the "Optimize" button on the left hand-side of the Blog Editor and read up on the suggestions HubSpot gives you to properly set up your content for SEO success. For example, the tool analyzes title length, checks for image ALT text and internal links, and ensures you include the keyword within your meta description and sparingly in the body copy. It's a lot like an SEO checklist for an individual blog post!
An additional great source of information are custom attribution reports. You use these reports to see which blog posts (or other pages or content) were viewed before that contact converted and became a lead. These lead gen contributions are referred to as conversion assists. You may find that one topic or post is very powerful when it comes to encouraging a prospect to download material on your website – or even contact you directly! Promote your greatest contributors (blog posts with the highest numbers of conversion assists) more frequently on social media and see if this makes an impact on your visitor-to-contact conversion rate.
Within the blog tool itself, there is an analytics tab which displays a visual comparison of views and subscribers in a timeframe you specify. It also displays the top posts by visits, click-throughs and conversions. This is a nice, simplistic view that shows you how well your blog is doing month-over-month or year-over-year.
By leveraging all of these sources of data, you can see which topics you’re writing about are of interest to your audience – and which are not! From this you can create a blog calendar that will keep your clients and prospects engaged and better position yourself as a thought leader. Keeping an eye on the performance and difficulty of different keywords you are using will also help increase your rank in search so you get found online! Taking the time to review the abundant data HubSpot gives you will keep your blog in tip top shape.