My slide deck from my talk at Webbdagarna Stockholm 2016. The deck focuses on common problems within inbound marketing campaigns and how to solve them in a way that's scalable.

1. Scaling Growth Through
Inbound Marketing
Webbdagarna // 22nd March 2016
@hubspot // @matthewbarby #Webbdagarna

2. “Great content isn’t enough.”
@hubspot // @matthewbarby #Webbdagarna

3. Over 2.5 million blog posts are
published online every day.
@hubspot // @matthewbarby #Webbdagarna

4. @hubspot // @matthewbarby #Webbdagarna

5. Social Shares:
Backlinks:
Linking Domains:
@hubspot // @matthewbarby
61
4
2
http://mealime.com/resources/how-to-save-money-on-groceries-ultimate-guide/

6. Social Shares:
Backlinks:
Linking Domains:
@hubspot // @matthewbarby
61
4
2
http://mealime.com/resources/how-to-save-money-on-groceries-ultimate-guide/

8. Social Shares:
Backlinks:
Linking Domains:
@hubspot // @matthewbarby
0
9
8
http://www.wraxalls.co.uk/green-roofing-guide/

9. Social Shares:
Backlinks:
Linking Domains:
@hubspot // @matthewbarby
0
9
8
http://www.wraxalls.co.uk/green-roofing-guide/

11. Social Shares:
Backlinks:
Linking Domains:
@hubspot // @matthewbarby
463
1
1
http://www.visualistan.com/2015/01/can-we-end-our-fossil-fuel-addiction-by-2050.html

12. Social Shares:
Backlinks:
Linking Domains:
@hubspot // @matthewbarby
463
1
1
http://www.visualistan.com/2015/01/can-we-end-our-fossil-fuel-addiction-by-2050.html

14. Social Shares:
Backlinks:
Linking Domains:
@hubspot // @matthewbarby
260
177
23
https://www.getharvest.com/field-guides/pricing/

15. Social Shares:
Backlinks:
Linking Domains:
@hubspot // @matthewbarby
260
177
23
https://www.getharvest.com/field-guides/pricing/

16. On the other hand…
@hubspot // @matthewbarby #Webbdagarna

18. Social Shares:
Backlinks:
Linking Domains:
@hubspot // @matthewbarby
1.5 million
1,720
411
http://www.buzzfeed.com/expresident/best-cat-pictures

19. Social Shares:
Backlinks:
Linking Domains:
@hubspot // @matthewbarby
1.5 million
1,720
411
http://www.buzzfeed.com/expresident/best-cat-pictures

21. Social Shares:
Backlinks:
Linking Domains:
@hubspot // @matthewbarby
661,158
27,900
1,370
http://www.sanger.dk/

22. Social Shares:
Backlinks:
Linking Domains:
@hubspot // @matthewbarby
661,158
27,900
1,370
http://www.sanger.dk/

23. Morale of the story…
@hubspot // @matthewbarby #Webbdagarna

24. People love cats and dogs
If you don’t promote your
content, it’ll fail.
@hubspot // @matthewbarby #Webbdagarna

25. Some advice for common
problems…
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26. Problem 1
“We have lots of content but
it doesn’t generate much
search engine traffic.”
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27. @hubspot // @matthewbarby #Webbdagarna

28. “Backlinks matter to new
startups and established
businesses alike.”
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29. @hubspot // @matthewbarby
3 options for reoptimising
existing content…
#Webbdagarna

30. Option 1
Internal linking from
authoritative pages.
@hubspot // @matthewbarby #Webbdagarna

31. @hubspot // @matthewbarby #Webbdagarna

32. Option 2
Content consolidation
through redirects.
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33. @hubspot // @matthewbarby #Webbdagarna
Webpage A Webpage B
#5 on page 1 for “keyword A” #6 on page 1 for “keyword A”
100 backlinks 60 backlinks

34. @hubspot // @matthewbarby #Webbdagarna

35. Webpage A (#5):
Webpage B (#6):
Total:
@hubspot // @matthewbarby
1,000 visits
600 visits
1,600 visits
“keyword A”: 20,000
monthly searches
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36. @hubspot // @matthewbarby #Webbdagarna
Webpage A Webpage B

37. Webpage AB (#3):
% Increase:
@hubspot // @matthewbarby
2,000 visits
20%
“keyword A”: 20,000
monthly searches
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38. @hubspot // @matthewbarby
1 Find overlapping content.
2 Assess rankings, links & traffic.
3 Pick a winner and redirect.
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39. Option 3
Create cluster content.
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40. “If something doesn’t work,
don’t just tear it down and
start again.”
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41. @hubspot // @matthewbarby #Webbdagarna

45. Problem 2
“We don’t generate many
leads from the traffic we
receive.”
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46. @hubspot // @matthewbarby #Webbdagarna

47. “Don’t just start interrupting
user experience; try to
improve it.”
@hubspot // @matthewbarby #Webbdagarna

48. @hubspot // @matthewbarby
“46% of our monthly blog leads came from just 30
posts (out of over 6,000)!”
#Webbdagarna

49. The Plan
Matching user expectation
to a call-to-action.
@hubspot // @matthewbarby #Webbdagarna

50. Before: “how to write a press release”
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51. After: “how to write a press release”
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52. @hubspot // @matthewbarby #Webbdagarna

53. Test things.
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54. @hubspot // @matthewbarby #Webbdagarna

55. Problem 3
“I don’t know what content
works best.”
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56. Time for some data.

57. “If you don’t know what really
works then you’re relying on
luck to succeed.”
@hubspot // @matthewbarby #Webbdagarna

58. I recently ran a study that analysed
the 6,192 articles within our
marketing blog to find our ‘content
success formula’.
@hubspot // @matthewbarby #Webbdagarna

59. @hubspot // @matthewbarby
“Articles with a word count between 2,250 and 2,500
earn the most organic traffic on our blog.”
#Webbdagarna

60. @hubspot // @matthewbarby
“Articles on our blog with headlines consisting of 11 or
14 words are shared the most on Twitter/Facebook.”
#Webbdagarna

61. @hubspot // @matthewbarby
“Adding the word ‘infographic’ to our blog title
increase tweets by 100.05%, whilst ‘template’ added
114.60% more.”
#Webbdagarna

62. @hubspot // @matthewbarby
“On average, articles with >300 inbound links
received the largest volume of organic search traffic.”
#Webbdagarna

63. @hubspot // @matthewbarby
“On average, the more social shares an article
received, the greater the volume of inbound links.”
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64. “Great content isn’t enough.”
@hubspot // @matthewbarby #Webbdagarna

65. Arm your self with data.
Plan for the worst.
Diversify your acquisition channels.
@hubspot // @matthewbarby #Webbdagarna

66. @hubspot // @matthewbarby #Webbdagarna
@matthewbarby
@hubspot
matthewbarby.com
hubspot.com