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Keeping up with the demands of an inbound marketing strategy is not an easy task, and the planning process can be overwhelming. Between writing tailored content and coming up with a logical publishing timeline, it's easy for any marketer to feel bogged down. 

At Lightburn, we've tried out a number of platforms designed to help manage inbound marketing programs, and one of our long-standing favorites is HubSpot. The platform’s unique spread of tools and resources have helped us plan, execute, and enhance both our clients' and our own content marketing strategies.

Social Media and Blogging

In 2017, there were more than 3.1 billion global social media users, up 13 percent from the previous year. So it's no secret that social media can be a powerful tool for marketers. HubSpot Social Publishing allows you to publish on all the major platforms in one location, including Facebook, Twitter, LinkedIn, and Google+.

Once you create the post, you can publish it right away or schedule it for later. Within HubSpot Social, you can find the Social Interactions tool, which shows you any replies, retweets, or content shares from your audience, making it painless to publish content and interact with your audience in a timely manner.

Blogging can also be an integral part of a company’s content strategy, and HubSpot makes it easy to create and publish blog content. More importantly, HubSpot makes it easier to grow an audience for your content by optimizing it with recommended keywords. It then provides the ability to capture data and measure the impact of each piece of content so you can find out what’s working and what’s not. HubSpot’s blog was built with marketers in mind and provides an interface that that allows you to write, optimize, publish, and analyze in one place.

Editorial Calendar

Keeping a consistent publishing schedule can get tricky when you have a million other marketing tasks to worry about. HubSpot’s Calendar tool is a great resource for mapping out your content so you’re always ahead. Within the auto-generated editorial calendar, you can see all your scheduled blog posts, landing pages, emails, and social media messages in one location. Plus, HubSpot automatically creates the calendar for you, essentially doing the time-consuming work of creating one yourself. From the calendar dashboard, you can create tasks for your coworkers, schedule additional content, and view your long-term content schedule. Using an editorial calendar lets you plan in advance so you’re never scrambling to get a post written.

Reporting and Analytics

All marketers know how important it is to measure the impact of their content and campaigns. While other reporting tools like Google Analytics are valuable for tracking views, traffic sources, and other data, HubSpot tells you more about how individuals interact with your marketing content and website. Within HubSpot, you can see analytics dashboards for all of the different types of content.

The Social Media Report shows you how well your social content is performing. From here, you can see how many social media visits resulted in traffic to your website as well as any contacts that were created from your social media content. One of our favorite parts of the Social Media Report is the Top Messages section. This tool tells you which posts had the most clicks and interactions so you can figure out what kinds of content are most interesting to your audience.

You can also to analyze your blog’s performance in the Blogging Dashboard. In the reporting section, you can access your monthly blog views, subscriber count, top posts by views, click-throughs, and conversions. But you can also get an in-depth look at the performance of an individual post. From here, you can see exactly where your views are coming from (direct traffic, email marketing, offline sources, organic search, social media, etc.), and then analyze the sources of your blog post to figure out where it might be beneficial to promote posts in the future.

In addition, you can view individual reports for assets such as Landing Pages, Email Marketing, and Calls-to-Actions. The HubSpot Reporting and Analytics tools give you all the information you need to strengthen your content strategy and create content that is uniquely tailored to your audience.

Can HubSpot really help with my content marketing? 

HubSpot is a one-stop-shop for all of your inbound marketing needs and allows you to publish, schedule, and analyze content easily and effectively. It’s a great tool for marketing teams of all sizes and especially those just starting out with content marketing. When done correctly, inbound marketing can lead to increased traffic to your website, greater brand recognition, and more conversions.

Erin Swanson
Lightburn Alum

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