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A step by step process to create a blog in HubSpot CMS.
Blogging is an important part of your content strategy. The blogging feature within my existing website builder tool didn’t have the capability to address my SEO needs. My existing website builder tool and blogging software was holding me back from fully implementing the content marketing strategy for my business.
Hence, I decided to replace my existing blogging software. There are many blogging tools out there. Check out my earlier blog on how I went about re-evaluating different tools prior to finalising HubSpot CMS. Here are my steps for creating a blog in HubSpot content hub.
1. Why do you need a content strategy?
A content strategy is the foundation for creating and serving useful content at different stages of your buyer’s journey. Addressing the information needs of your buyer is crucial to a great buyer experience.
A content strategy enables you to promote your business online, create brand awareness and generate leads for your business. Blogging is an important part of your content strategy.
2. How to create a content strategy?
Gather insights from your target audience
It is important to identify your target audience, their needs, challenges and behaviours. Having a clear understanding of your customers, their needs, challenges and behaviours will help you create a solution or content that addresses their needs.
Create content that addresses the goals and challenges of your target audience
This will keep your brand top of mind. This will keep your brand the go to place for addressing challenges that your target audience faces in their buying journey. Schedule a free digital marketing audit, if you need some assistance in creating a content strategy for your organisation.
3. How to create blog posts in HubSpot CMS?
Select a theme
Refer my post on selecting themes while creating a website in HubSpot CMS. Most HubSpot CMS themes come with page templates for blog posts. If you require the blogging feature in your website, select a theme that has a blog landing page and blog post template.
Create and publish blog posts
Do buyer research. The buyer research will provide insights on how your target customers uses content to address their needs and solve their challenges. Identify which channels are most used by our target audience.
This will enable you to find the right channels to create and distribute useful content (e.g. blog posts, guest blog posting) at the awareness stage, consideration stage or decision stage of the buyer journey. Identify what types of content (blogs, videos, webinars, etc.) resonate with our buyer personas.
Write blog posts that addresses the challenges that your target audience faces at different stages of their buying journey.
Create a posting schedule
Create a posting schedule. Schedule posts using social media scheduling tools. A few examples include Hootsuite, HubSpot, Buffer etc. These scheduling tools will automatically post your content at the scheduled time. Some social media scheduling tools have the capability to monitor your social media posts.
This will help you measure the engagement of your social media posts. The engagement metrics will provide you an input to make content improvements over time.
Create blog posts consistently
Block time for creating blog posts. Create and publish blog posts consistently at a frequency of your choice. Create posts within your area of expertise that addresses the needs of your target audience.
Give helpful advice to your target audience to help them with problems they're facing related to your area of expertise. This will leave a positive impression about your brand with your target audience. This will keep your brand top of mind when they are looking for a solution to address their needs.
Distribute blog posts
Post your content at places where your target audience frequents. Distribute content using social media and other channels to help build brand awareness for your business, product or service. Create content as per the content formats of different social media platforms.
4. Eight ways to promote your business online
Now that you are on your way to creating a blog. How do you go about promoting your business online?
As an entrepreneur, I wanted to build an online presence to reach my target audience, generate leads and convert leads to paying customers. In this blog, I share eight areas to focus while promoting your business online.
Start by creating a digital marketing strategy for your business. Consider popular digital channels like website, search, social media and emails. Organise leads in a CRM. Choose an integrated sales and martech stack to minimise the challenges associated with managing multiple systems. Find out more.
Conclusion
Create a content marketing strategy. Create and publish blogs posts consistently. Create a posting schedule. Distribute blogs posts to address buyer needs at different stages of the buyer's journey and marketing funnel.
Now that you are on your way to creating a blog. Its time to start thinking about ways to promote your business online.
NOTE:
After signing up for HubSpot, I joined the HubSpot Solutions Provider program to enable my clients to grow their business using HubSpot. My views are based on my experiences using HubSpot. My views may be biased.
Please thoroughly evaluate your options with regard to marketing/ sales/ website tools and how they meet your specific needs before purchasing any tools.
Grow web traffic, leads & sales!
Written by Anees Misbahudeen
Founder & Digital Marketing Director, INNMCO
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I help businesses grow web traffic, leads & sales. I am a digital marketing director specialising in SEO, Google Ads, email marketing & content marketing campaigns. I've supported the growth story of 30+ brands in software, financial services, automotive, manufacturing & B2B. I’ve 10+ years of digital marketing industry experience, as a founder, digital marketing strategist & consultant.
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