You may be familiar with how providing excellent content helps generate high quality leads for your business, but have you thought about the positive impact it’s having on your company's credibility within your industry? When a company commits its efforts to effective content creation, they are telling their ideal customers that they hear them and are ready to help. If you’re always providing solutions to the questions your ideal customers are asking, why wouldn’t they continue coming back to you for answers? If your ideal customers are hearing you, so will the competition. HubSpot, through its software integration and real-time analytics, allows for streamlined communication and functionality between marketing and sales departments, helping bridge content creation and social media promotion that produces results. Let the competition spend their time paying attention to you, while you spend your time engaged with your audience.Related Blog: How Sales Enabling Tools Can Help Marketing Prove ROI
It’s typical to see marketing and sales teams in conflict with one another in traditional business structures. Sales teams will often argue that the marketing team isn’t generating enough leads and marketers might be accusing their sales team of failing to close deals. Does this sound all too familiar? Creating content in HubSpot not only encourages these departments to work together, but they offer
- Tracking Visitors
Knowing how many people are reading your blogs or watching your videos, helps in determining what content your ideal customers find resourceful. This measurement is a basic element of content effectiveness, but it's also an important element to compare to other
components,like leads and customers acquired.
- Tracking Leads
Now it’s time to put a name to the numbers. Lead generation from blog posts helps both marketing and sales teams track who is reading the information and what information they’ve been searching for. Imagine the lead nurturing capabilities with a lead that shows how many times they've visited your site and more importantly, which pages they visited, offering context about where the lead is in your sales cycle. That means that your sales team could implement a personalized sales strategy in acquiring new customers. For marketing teams, this means they can develop different content strategies for each segmented lead, getting the right information in front of the right people.
- Tracking Subscribers
So, your lead subscribed to your blog posts. You must be generating some amazing content, so much so, that they subscribed to all of it. First of all, great work! You’ve become an industry authority and that’s a sign that you understand your business and make an effort to stay relevant on issues important to your ideal customers. Knowing how many people are subscribing to your blog compared to the number of visitors you're getting, will allow you to measure how effective your content is overall.
- Social Sharing
When you’re reading emails in the morning or scrolling through your Facebook newsfeed, you’re most engaged with content distributed from the people you know. There’s nothing more effective in gaining qualified leads than from ‘word of mouth’ referral marketing. Social Sharing is a measurement that tracks how your content is being distributed from outside platforms like, LinkedIn, Facebook, Twitter, Instagram, etc... All of this activity can be tracked using HubSpot social media integration, through the user dashboard. Effective content creation adds insight that will then allow people to share your informational content. If your video blog goes viral, your company could claim authority on that ideal customer’s solutions.
- Organic Search Results
Once you publish something
toyour website, it’s active for as long as you want it there. Remember that interview you did with a local newspaper two years ago, promoting your business? Yes, it still looks great on mom’s refrigerator, but that’s all the reach it has now. Imagine if that interview was resourceful to someone searching online for answers today. Blogging relies on organic traffic, which can be measured through HubSpot, tracking any visitor to your site that came from search engines such as Google. This is the essence of why inbound marketing is so effective.
Marketing teams must rely on accurate information from many different sources, and use this information to create relevant content. Sales teams are the ones on the front line of your business. Utilizing their daily interactions with your ideal customers to implement content strategies, will help communicate your business's value to the audience that benefits the most from it. Companies that implement smart
Wouldn’t it be nice to know what your competitors are up to? What promotions they’re running? What leads they’re following? Through HubSpot social streams, you can manage that process. HubSpot uses social scheduling to coordinate promotions of case studies, blogs, videos, and other content offers. There’s a good chance that other businesses in your industry are using social media to do just that, and what better source for industry trends than the competition itself?
Content creation through HubSpot is an opportunity for your business to stay in front of the questions that your ideal customers ask. Practicing strong