How HubSpot’s Weblog Group Comes Up With Excessive-Performing Put up Concepts


Once I used to work at a advertising and marketing company, I’d learn professional trade blogs, resembling HubSpot, Advertising and marketing Brew, and Backlinko (to call just a few).

blogger coming up with high-performing post ideas

Considered one of my predominant questions every single day was, “How do these manufacturers do it? How do they continuously give you good 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 vital to know that when the HubSpot staff comes up with weblog concepts, a number of groups are concerned together with Search engine marketing, Weblog, and Monetization.

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

We then mix these efforts in our Insights Report on a month-to-month foundation (which you’ll 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 Pattern-Responsive Weblog Put up Concepts

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

“As a result of they typically embrace information, quotes, or different unique data, these posts may also earn backlinks, which not directly increase your search authority.”

She continues, “On prime 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, tendencies, and analysis in your trade, you place your weblog as a supply for thought management.”

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

Nonetheless, whereas non-organic content material supplies many stable progress alternatives, discovering fashionable or research-driven publish subjects for a selected viewers is not all the time easy.

In actual fact, it typically requires hours of brainstorming.

She says, “Whereas our Search engine marketing staff makes use of specialised instruments to determine weblog posts that may pull in natural visitors, I leverage various development analysis techniques to determine publish concepts that may pull in non-organic visitors from sources like e-mail, social media, and referrals.”

Beneath 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 vital to have some kind of street map in thoughts.

Select a very powerful clusters, or weblog classes, that you just wish to deal with for the quarter and develop concepts round them.

Instantly, simply realizing the clusters you wish to deal with might spark just a few 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 targets or trade tendencies.

Moreover, we embrace different classes moreover these clusters, resembling Viewers Development, Lead Acquisition, and Person Acquisition to assist us brainstorm subjects which might be associated to our lead era targets.

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

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

To do that, search your web site for the cluster. We do web site searches at HubSpot, by typing in “web site:weblog.hubspot.com/service 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.

Once you‘re arising with weblog concepts, looking the positioning to see if the subject has been lined is essential. The rationale you’ll wish 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 just wish to replace with extra quotes, information, or new analysis.

This can even provide help to keep away from key phrase cannibalization.

Caroline Forsey, Principal Advertising and marketing Supervisor and lead of our thought management weblog program, says. “Consider completely different angles for fashionable subjects you‘ve already lined. For example, let’s say you’ve got loads of content material concerning LinkedIn — however you’ve got none from a thought chief within the area.

Maybe you might 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 subject 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 area 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 can additionally take into account 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 serious stressor for entrepreneurs first and work backwards from there.”

3. See what the competitors is doing.

When you by no means wish to copy your opponents, it‘s vital to see what subjects they’re writing about. This may provide help to fill in gaps that your opponents are lacking and maybe enhance on weblog subjects they’re discussing.

This additionally lets you realize what‘s occurring in your trade. What’s the most recent information and must you be writing about it?

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

“Whereas we do not attempt to repeat precisely what opponents 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 really like seeing what’s being written about, after which considering of another angle. For instance, if publications are continuously writing about how AI might take our jobs, I wish 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 attainable.”

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

Staying up on trade information is without doubt one of the greatest methods to brainstorm weblog concepts.

Forsey provides, “When new options turn out to be accessible for a social media platform or instrument, 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 chance 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 subject concept standards.

As soon as you’ve got created some weblog concepts, you must examine and ensure every weblog publish subject is aligned together with your total weblog standards.

For those who don‘t have weblog standards but, possibly it’s time to set some requirements round what every weblog subject ought to cowl.

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

They need to additionally both align with a cluster or lead-gen aim, embrace non-organic components resembling information or unique 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 style. At HubSpot, we use an concept era 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 hold us organized in relation to producing constant weblog publish concepts.

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

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

Meaning discovering buzzy, intriguing material that lends itself to an article with a compelling title, attention-grabbing supporting supplies, and — maybe most significantly — actionable recommendation.”

Fuchs explains, “That would imply a bit about one thing like avoiding widespread pricing errors or gross sales methods that may turn out to be distinguished within the close to future.

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

Now that you realize the HubSpot course of in relation to producing non-organic weblog concepts, let’s dive into the Search engine marketing facet.

Brainstorming Search engine marketing-Optimized Concepts

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

1. Have a look at your organization’s merchandise, targets, and buyer base.

To begin, HubSpot’s Search engine marketing staff will evaluation our merchandise, targets, and buyer base.

Amanda Kopen, an Search engine marketing Strategist at HubSpot, says, “When arising with weblog publish concepts, first it’s worthwhile to take a look at your organization’s merchandise, targets, and buyer base.

At HubSpot, we brainstorm weblog posts as they relate to our completely different merchandise (advertising and marketing, gross sales, service, and so on.). Then, we slender it right down to subjects the place we now have experience however are potential ache factors for our clients (social media advertising and marketing),” Kopen provides.

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

Moreover, the Search engine marketing staff will determine massive 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 marketing greatest practices — like conducting key phrase analysis and working content material hole analyses — to see precisely what individuals wish to study (how typically ought to I publish on LinkedIn), and we begin writing from there.”

Throughout this a part of the method, our Search engine marketing staff will collect domains with comparable 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 determine alternatives the place we are able to replace previous weblog posts or recycle the URL (so we do not lose the Search engine marketing juice, however have up to date content material for that subject).

3. See if there are any linking alternatives.

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

Creating Visitors-Producing Concepts

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

By taking the time to do stable 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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