ginny soskey - quality vs. quantity
TRANSCRIPT
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Quality vs. Quantity: How HubSpot Used Data to Settle the Age-Old DebateGinny Soskey
Section Editor, HubSpot
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THIS ALL STARTED WITH A TWEET.
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BUT LOTS OF THINGS HAD CHANGED.
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SO WE NEEDED TO CHANGE, TOO.
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1 INSIDE OUR PREVIOUS EDITORIAL STRATEGY
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OUR METRICS
Views Subscribers Leads
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OUR DIFFERENT POST TYPES
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TACTICAL
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DEEP TACTICAL
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INFOGRAPHIC/SLIDESHARE
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EDITORIAL
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PROMO
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TOFU (TOP-OF-THE-FUNNEL)
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SYNDICATIONS
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MISC
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OUR TYPICAL EDITORIAL DISTRIBUTION
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2 STUDY #1: OUR OPTIMAL SHORT-TERM STRATEGY
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METHODOLOGY
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METHODOLOGY
BENCHMARK
23POSTS PER WORKWEEK
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METHODOLOGY
LVHC
11.5POSTS PER WORKWEEK
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METHODOLOGY
HVLC
34.5POSTS PER WORKWEEK
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ONLY NEW POSTS’ TRAFFIC & LEADS
75%
25%
Old PostsNew Posts
MONTHLY TRAFFIC
92%
8%
Old PostsNew Posts
MONTHLY LEADS
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RESULTS
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THE BENCHMARK & HVLC PHASES RECEIVED ALMOST THE SAME AMOUNT OF TRAFFIC.
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THE HVLC PHASE RECEIVED THE LARGEST NUMBER OF LEADS.
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INSTANT SUBSCRIBER CHURN SPIKED DURING HVLC.
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BENCHMARK & HVLC GOT SIMILAR RESULTS
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… BUT HVLC REQUIRED WAY MORE EFFORT.
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SOLUTION: MAINTAIN FREQUENCY, TWEAK EDITORIAL DISTRIBUTION.
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3 STUDY #2: FINDING “HIGH-RETURN” TYPES OF POSTS
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METHODOLOGY
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METHODOLOGY
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CATEGORIZED2,000 POSTS
USED HUBSPOT’S ANALYTICS
ESTIMATED LEADS
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RESULTS
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SUCCESS IN MONTH 1 = SUCCESS OVER TIME
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THE TOP TRAFFIC GENERATORS: TOFU, DEEP TACTICAL & INFOGRAPHIC/SLIDESHARE
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THE TOP LEAD GENERATORS: PROMO & TACTICAL
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THE “HIGH-RETURN” POSTS
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THE TRAFFIC SOURCES OF A TYPICAL POST
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TOP POST TYPES ON EPHEMERAL PLATFORMS
SOCIAL EMAIL DIRECT REFERRAL
1. TOFU2. Promo3. IG/SS4. Deep
Tactical
1. TOFU2. Deep
Tactical3. IG/SS4. Editorial
1. Deep Tactical
2. TOFU
1. IG/SS2. Deep
Tactical
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TOP POST TYPES IN ORGANIC
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THERE IS NO SILVER BULLET.
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TOFU, DEEP TACTICAL & IG/SS ARE BEST FOR VIEWS.
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PROMO & TACTICAL ARE BEST FOR LEADS.
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4 WHAT WE PLAN TO DO ABOUT THIS
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“WE ALL HAVE THE SAME AMOUNT OF TIME IN THE DAY AS BEYONCE.”
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OUR OLD PLANSUN MON TUES WED THURS FRI SAT
S T T T T T S
DT DT DT ED ED
T T T T P
P IG/SS IG/SS IG/SS S
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OUR NEW PLANSUN MON TUES WED THURS FRI SAT
S T T S
DT DT DT ED ED
T T T T P
P IG/SS IG/SS IG/SS S
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OUR NEW PLANSUN MON TUES WED THURS FRI SAT
S T T S
DT DT DT ED
T T T T P
P IG/SS IG/SS IG/SS S
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OUR NEW PLANSUN MON TUES WED THURS FRI SAT
S T T S
DT DT DT ED
T T T T P
P IG/SS IG/SS IG/SS
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OUR NEW PLANSUN MON TUES WED THURS FRI SAT
S T T DT DT S
DT DT DT ED
T T T T P
P IG/SS IG/SS IG/SS
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OUR NEW PLANSUN MON TUES WED THURS FRI SAT
S T T TOFU DT DT S
DT DT DT ED TOFU
T T T T P
P IG/SS IG/SS IG/SS
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OUR NEW PLANSUN MON TUES WED THURS FRI SAT
S T T TOFU DT DT S
DT DT DT ED TOFU
T T T T P
P IG/SS IG/SS IG/SS IG/SS
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5 WANT TO RUN THIS ON YOUR OWN BLOG?
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1. Start assigning post types now.
2. If you can’t do #1, ask your team for help.
3. Get a dev on board.
4. Get down with Excel early and often.
5. Get okay with “good enough.”
5 Quick Tips for Running This Experiment
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