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Is your content working as hard as it should? Learn how to amplify your reach with a multi-channel strategy that delivers results. The post The Future Of Content Distribution: Leveraging Multi-Channel Strategies For Maximum Reach appeared first on Search Engine Journal.
Explore proven strategies for creating high-performing landing pages that guide users towards action and conversion goals. The post 10 Top Converting Landing Pages That Boost Your ROI [With Examples] appeared first on Search Engine Journal.
It wasn’t too long ago that we weren’t collaborating much across Marketing. If I published a blog post on “SEO strategy”, it became a happy coincidence if the YouTube team had covered anything similar that I could use in my post. Teams just weren’t creating content cohesively across different verticals. Let’s be honest: We’d grown too large. On the Blog team, this also meant we had limited non-organic channels to use to get our posts in front of the right audiences. Today, I’m going to pull back the curtain (sorry, I just saw Wicked) on how HubSpot’s Blog team reimagined our approach to content — transforming what used to be a siloed blog strategy into a dynamic, multi-channel storytelling machine. (Psst: Curious what else is happening in the world of blogging? Check out our brand-new 2025 State of Blogging report with data from 500+ marketers — the first time we’ve ever run such a comprehensive audit on what’s happening across the blogging landscape.) Why We Launched Our Media Narratives Program When we first started our Original Research program in 2017, something became immediately clear: our blog readers are absolutely obsessed with data. Like, Taylor-Swift-friendship-bracelets-level obsessed. In our first full year, we drove over 1.4 million views through original research. Turns out, people love data — regardless of platform. The challenge? Quality research is pricey and time-consuming. We needed a more strategic approach to not just create research, but to distribute it effectively across multiple channels to make sure we were getting the biggest bang for our research-bucks. For instance, you shouldn’t have to be a blog reader to access our State of Marketing data — although, selfishly, I’d love it if you were. But if instead you’re an avid YouTuber, newsletter subscriber, or IG follower, you should still be able to access the top marketing trends on those platforms, too. Enter: Media Narratives. In June 2022, I piloted our first Media Narrative — a quarterly approach that would transform how we think about research, content, and cross-team collaboration. What started as an experimental program quickly became a powerful distribution engine for our original research, blog, and brand. What is a Media Narrative? Media Narratives is, at its core, a collection of multimedia content centered around one data-backed theme. Think: A YouTube video, podcast episode, blog post, and a TikTok vid, all discussing the same trending topic and driving traffic towards one final offer. Each Media Narrative is fueled by the Blog’s original research and expert thought leadership, and always has one corresponding research-backed report. Let’s break it down in bullet-point format. A Media Narrative consists of: One targeted, research-backed offer (think: State of Marketing, State of Sales, State of AI) 15+ in-depth blog posts discussing the subtopics of that overarching report (i.e. “top marketing challenges”, “top marketing channels”, “marketing KPIs to focus on”) Expert interviews Videos Podcast mentions Social content … With original research as the foundation for each individual channel’s content. And, to-date, Media Narratives have driven over 6M+ views to the Blog. How Media Narratives Help Us Solve for Channel Volatility As organic search became increasingly unpredictable in 2024, we developed a brand-new, robust strategy that doesn’t just rely on traditional SEO tactics. But we had another secret weapon, too: Media Narratives. Media Narratives have helped cushion the blow of search volatility over the past year for two reasons: Media Narratives leverage multiple distribution channels — like YouTube, social media, and podcasts — which help us create content for platforms that are less impacted by the organic tides. Media Narratives content helps us compete against AI, since Media Narrative content is too difficult to replicate using AI. You know… Being focused on human perspectives, and all. In other words, Media Narratives guarantee we don’t have all of our eggs in one basket. We distribute content on all the channels our audience might prefer, so they can decide how, where, and why they want to consume our content. Well … Hopefully they’re not asking why. Plus, we publish content for Media Narratives like “Marketing Budgets: How Much Should Your Team Spend in 2024?” and “The Top 5 Marketing Challenges Expected Globally in 2025, And How to Overcome Them” — two topics I’d rather not ask a robot about. What This Means for Marketers [3 Lessons for 2025] 1. Don’t just rely on search. Okay, okay — I know this is an obvious one. But it’s also surprisingly difficult. Our Blog strategy still relies primarily on organic traffic. Because, let’s face it … Social media users aren’t too eager to click on a blog link that takes them off of TikTok. I get it. But we’ve found it increasingly vital to test content on new channels. Non-organic content deserves its time to shine. You’ll probably never Google keyword terms like “$400K fighter jets” and “Anti-marketing Liquid Death”, right? And yet — and I hope this isn’t too presumptuous — I think you’d like to read, “Martha Stewart, $400K Fighter Jets, and Comedy Writers: How Liquid Death Wins at Anti-Marketing, According to Liquid Death’s VP”. So give it a shot — share your blog posts via newsletters, social posts, YouTube descriptions, and more. And try out some newer UGC distribution channels, like Substack, Reddit, and Discord. You want to play by the rules of each platform (cough, cough: Don’t spam your followers) but you should still get creative when it comes to how you get your content out there. Still curious what other marketers’ are up to? Give our 2025 State of Blogging report (with data from 500+ marketers) a read. 2. Invest in original research. We’ve all seen it first-hand: In the age of AI, way too many marketers are getting comfortable publishing generic “5 Marketing Trends” posts straight from the fingertips of good ole’ GPT. So… What’s the Batman to ChatGPT’s Robin? Real, human perspectives. Original data coupled with expert opinions is your competitive advantage in a world of AI-generated content. It’s expensive, but it might be a
In 2023, my team and I began working on perhaps one of the most ambitious content audits ever conducted on the HubSpot Blog. We’ve run content audits in the past — but not like this. We ran the audit in three phases: Phase 1 addressed our oldest content. Phase 2 evaluated our lowest-performing content. Phase 3 assessed the value of our topic clusters. When it was all said and done, we audited over 10,000 blog post URLs and over 450 topic clusters. In this post, I’m going to focus on phase one of our audit. I’ll walk you through how we audited our oldest content and how we took action. Plus, I’ll share the results we found. But first, let me give you some background on why we decided to run an audit of this magnitude. Why We Audited It all started in early 2023. At the time, my team was called the Historical Optimization team and we sat at the intersection of HubSpot’s SEO and Blog teams. We were responsible for updating and optimizing our existing blog posts and finding growth opportunities within our library. (We’ve since evolved into what is now the EN Blog Strategy team.) In case you’re new here, the HubSpot Blog is HUGE. For context, the blog was home to 13,822 pages in February of 2023, the month we began our audit. While we are fortunate to have a high domain authority and drive millions of visits per month, having a blog of this size does not come without challenges. As our library ages, the amount of opportunity for new content across our blog properties and clusters shrinks. So, we decided to audit our library to find opportunities for optimization. We hypothesized that we could uncover “greenspace” and “quasi-greenspace” — topics that we have covered but haven’t capitalized on that well — by auditing the oldest 4,000 URLs in our library. Although this was only about a third of our content library, we believed we’d be able to unearth some traffic opportunities and give our blog a boost. Around the same time, we started to feel the effects of Google’s March 2023 Core Update that emphasized experience, which our Technical SEO team immediately started addressing. However, another part of that algorithm update emphasized content freshness and helpfulness. In other words, how cutting-edge and useful our content is to our readers. This is where we really felt a sense of urgency. Because we had 4,000 URLs with published dates ranging from 2006 to 2015, we already knew that this chunk of content was not fresh or helpful. So, we got to work and audited those blog posts over the course of ten weeks. Eventually, we added phases two and three to our plan so we could further address unhelpful content and clusters. How We Audited Our Oldest Content 1. Define our goals. Before we started auditing the content, it was important for us to determine the objectives. For some publishers, the goal of a content audit may include improving on-page SEO, enhancing user engagement, aligning content with marketing goals, or identifying content gaps. For this particular audit, it meant uncovering “greenspace” and “quasi-greenspace” in our blog library, and improving our overall content freshness. We also had to determine the scope of our audit. There’s no right or wrong way to approach this. Depending on your goals and the size of your website, you could audit the whole thing in one go. You could also start with a small portion of your site (such as product pages or specific topic clusters) and build out from there. Since HubSpot has such a large content library, we opted to limit this audit to our oldest 4,000 URLs. Not only was this more manageable than reviewing all of our content in one audit, but this also targeted URLs that were more likely to benefit from an update or prune. We also did this knowing that we would later address the rest of our library during phases two and three. 2. Gather our content inventory. Once we established our goals and scope, we had to gather the oldest 4,000 blog posts and put them into a spreadsheet. This process can vary depending on the tools and CMS you use. Here’s how we did it using Content Hub: 1. Log into HubSpot and navigate to the Blog page in Content Hub. 2. Navigate to the Actions drop-down and click Export blog posts. 3. Select File format and click Export. This will send all of your blog post information to your email. You will also get a notification in HubSpot once your export is ready. 4. Download your export and open it in your preferred spreadsheet software (I’m usually a Google Sheets girlie, but I had to use Microsoft Excel since the file was so large). 5. Review each column in the spreadsheet and delete the ones that are not relevant to your audit. We immediately deleted the following: Post SEO title Meta description Last modified date Post body Featured image URL Head HTML Archived 6. Once the irrelevant columns were removed, the following remained: Blog name Post title Tags Post language Post URL Author Publish date Status 7. Filter the Post language column for EN posts only. Delete the column once the sheet is filtered. 8. Filter the Status column for PUBLISHED only. Delete the column once the sheet is filtered. 9. Filter the sheet by Publish date from oldest to newest. 10. Highlight and copy the first 4,000 rows and paste them into a separate spreadsheet. 11. Name the new spreadsheet Content Audit Master. If you’re feeling fancy, you can also create a custom report in Content Hub and select only the fields you want included in the audit so you don’t have to filter as much when setting up your spreadsheet. 3. Retrieve the data. After compiling all of the content needed for our audit, we had to collect relevant data for each blog post. For this audit, we
Crafting effective content for your sales funnel is key to driving conversions. This guide shows you how to tailor your content strategy for maximum impact. The post How To Write Content For Each Stage Of Your Sales Funnel appeared first on Search Engine Journal.
