LinkedIn Post

Summary

Summarized wtih ChatGPT

The HubSpot Media Network has developed a successful content strategy by combining SEO with editorial insights. They focus on understanding audience needs and aligning content to drive conversions. Effective collaboration between growth marketers and editorial teams leads to engaging content that resonates with readers.

Key Takeaways:

1. Conduct keyword research to guide topic selection.
2. Empower content creators to provide fresh perspectives.
3. Ensure alignment between editorial angles and audience intent for better conversion.

Highlights from Article

Conduct keyword research to guide topic selection and understand search intent.¶¶2️⃣ Empower the content team to shape the coverage. Train a team of beat reporters/producers to understand the subject matter, research thoroughly, and offer fresh perspectives.¶¶3️⃣ Align the topic, editorial angle, and offer to drive efficient conversion.

• Hubspot method for content creation starts with keyword research for topics, brings content people for understanding subject matter and then aligns both with intent

Objective: Attract and convert social media marketers¶¶- Audience: Digital marketers at scale-ups¶¶- Keyword: “linkedin growth strategy” (4k searches/month)¶¶- Intent: People want an expert point of view on how to build a LinkedIn presence to grow their career/business¶¶- Editorial Angle: “The Founder of HockeyStack Reveals His LinkedIn Growth Strategy That Delivers X Demos Per Month”

• So the content team ends up defining:
• Hubspot’s objective
• The audience
• The Keywords
• The users intent by consuming the content
• The editorial angle to bring it all together while staying interesting.

Interesting it starts with SEO, not the audience. Maybe this is better for large-audience plays?

Remember, we’re moving beyond general knowledge articles that AI can spit out in seconds. Focus on expert insights and educational deep-dives that your audience will actually look forward to each week.

• Deep content is better.

All material owns to the authors, of course. If I’m highlighting or writing notes on this, I mostly likely recommend reading the original article, of course.

See other recent things I’ve read here.