The Grand Finale For Our Inbound Marketing University Blogging


BizEngine Blogger Dave Choate is taking the 16-part Inbound Marketing University online course. This is the last post in the series.

What a long, strange trip it’s been.

I began writing about the Inbound Marketing University courses almost a month ago, seeking to share the knowledge I picked up from the HubSpot-sponsored videos. As you read this, I have taken the test and am awaiting the results. Cross your fingers for me.

Today’s lesson is sort of a grand overview of everything that we’ve studied thus far, courtesy of Mike Volpe at HubSpot. That’s what you’re here for, so let’s get right to it.

Five Steps To Inbound Marketing.

Create, optimize, promote, convert and analyze.”

That’s the process Volpe said your inbound marketing strategies must use. The create, optimize and promote pieces lean heavily on your content producers, bloggers and social media experts, while the last two steps lean more on the traditional marketing side of the house.

That requires a collaborative approach across departments, Volpe notes, and that should always be a primary focus at your company. Working in pockets will not result in the cohesive inbound marketing and social media effort you want to be putting forth, and it will set you back. As we’ve noted numerous times in this series, you want to be off the blocks with all haste once the starting gun goes off, to borrow a track metaphor.

But it’s the content creation that’s so important. Over time, he said, those companies creating their own blogs or other creative content get a staggering 97 percent more inbound links than companies who don’t. Those companies also see 55 percent more traffic, according to studies he cites. If those are even remotely accurate, you can immediately see the value.

“It’s not about you. Blogging is what drives success,” Volpe said.

To wrap this up, let’s go with one of Volpe’s final pieces of advice. Feature a call to action at the end of every blog post, even if it’s just to follow your blog on Facebook or Twitter, as a way to stir up a reaction and keep readers clicking. You want to always be subtly directing them to your website or another landing page, so make sure you’re on it.

And as a wise cartoon pig with a stutter once said, “Th-th-th-that’s all, folks!” Let us know what you thought of this series of posts in the comments.

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About the Author

Dave Choate is the lead writer for BizEngine, longtime blogger and voracious reader of all things business and news. Dedicated to delivering small business news, information and analysis that matters.

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