HubSpot's blog generates tens of thousands of leads monthly by matching content offers to what readers actually search for. Adding sales voicemail templates to one cluster boosted conversions over 1,000%. The strategy: plan lead offers upfront, reuse content across topic clusters, and test CTAs to find what converts.
Chapters
What's up? It's Jamal from HubSpot, and in this video we're going to give you an inside look at how HubSpot uses our blog to generate tens of thousands of leads each and every month. Check out the description below for techniques you can use to get more leads for your business right now. And if you like this video, give it a like and subscribe to the HubSpot YouTube channel. Let's get it according to HubSpot's inbound marketing method, a lead is a potential customer who has identified themselves by giving you their contact information. And once a user becomes a lead, the odds of them becoming a paying customer jumps from the low single digits to anywhere from 15 to 30% to depending on your business. And businesses with a blog generate an average of 67% more leads than those without one. Which means that the percentage of customers increase times the leads generated divided by the number of blogs over pie is equal to the sale of It's a lot, trust me. So how do we optimize the HubSpot blog to generate qualified leads that can turn into sales? The key to generating leads is to offer the reader something that will further help them solve the problem that brought them to your blog in the first place. Something with more depth and detail than they can get from the blog post alone. This does not mean hitting them with the recipe blog idea where it's like it was a cold December night. My father had just come back from fishing. Now, 600 words later, let me tell you about how I made this casserole. It's like get to the point. To do this you need to start planning all the way up at the top of the funnel, matching the lead gen content you offer with the user's search intent. To learn more, we asked one of HubSpot's blog experts, AJ to explain how it all works. Take it away AJ.
The way that the HubSpot blog generates leads is by tying a very niche or specific piece of content to pertaining to the topic of that blog post to the reader. So the way that the whole process works is our SEO team thinks about what topics someone might want to search about that pertain to HubSpot. For example sales strategy, social media marketing strategy. Our job on the other hand, is to think about what's a piece of content that we can say is the natural next step from what they're reading to taking an action and filling out a form to become a contact lead.
Nice Lead generating content can mean a lot of things for different businesses. Maybe it's an ebook or a free trial or a training course. It could also be a checklist or some valuable research data or an online tool. Templates are often useful for blog readers looking to take the next step.
HubSpot readers tend to gravitate really well towards templates. So let's just say we're writing a blog post about how to create an infographic. We've created infographic templates that somebody who is reading a blog post can use these templates to build their infographics so they can use and customize for their business needs.
Yo, AJ is my guy. Come on man. Now I know what you're thinking. I'm already investing a lot of resources into writing blog content. Am I really supposed to create custom lead generating content for each one as well? Who would do that? The answer to your question is no, but also yes. If your business is new to the blogging game, then you need to create lead gen content for each new topic you cover. The good news is that you can holistically plan your blogs and lead gen content at the same time. You know what I'm saying? The bigger challenge can come when you already have a healthy blog and need to incorporate lead gen content in all those existing posts. This was actually the problem HubSpot faced when we decided to get serious about lead gen on our blog. The solution was not to take a look at individual posts, but rather at topic clusters that could share lead gen content. A cluster is a series of blog posts all built around a central pillar topic. This is how HubSpot organizes thousands of blog posts for efficiency and SEO optimization. There's a whole video about this process that I'll link to in the description. We had hundreds of pillars that needed customer lead generating content, but as AJ will tell you, the results were well worth the effort.
We're looking for those high traffic, low conversion blog posts and topic clusters that still have a lot of opportunity. We started looking at our sales voicemail topic cluster and that was a topic cluster on our sales blog that had a ton of views but really, really low conversion. We weren't generating that many leads from it. So we decided to think about what's gonna be the piece of content that's going to make somebody searching for tips and advice or around sales voicemails and convert those readers into leads. And we landed on sales voicemail templates. By taking this process and promoting this call to action and this content offer on all of the blog posts, we actually increased our conversion rate for that topic cluster by more than 1,000% and that conversion rate increase was unfathomable and has really informed and inspired the content strategy that we've been using at HubSpot for the past couple of years.
Hold up 1000% increase can you imagine a thousand percent more of anything? Gummy Bears Start with one normal sized bag of gummy bears. Increase that by a thousand percent. You have an epidemic on your hands. Global diabetes. Now, hopefully you're starting to see why the effort to build lead gen content is worth it. If you're ready to get started, here are a few more Pro tips from AJ1. Some high traffic posts have low conversion potential. The blog topic is too broad. It can still have value for traffic and SEO, but it's probably not worth focusing on for lead gen. 2. Test out the number of CTAs that you put in a post leading to your lead generating content. HubSpot's blog typically uses three to five CTAs in each post, but we're currently running tests to see if that's overwhelming for readers. Be sure to have one CTA towards the top of your blog post because these are the most clicked. We'll keep you posted on our further research as it becomes available. And three use HubSpot's free landing page templates to get some of the highest conversion rates around. We've got a link for you down in the description. Generating leads is a major function of the HubSpot blog and it should be a major part of your inbound marketing strategy as well. To learn more Inside looks at HubSpot and all all things inbound marketing, you already know what to do. Subscribe to the HubSpot YouTube channel. I'll see you next time. Every month a month month old HubSpot had a lead eiecta, you know what I'm saying.
