Content creators, picture the scene: You have slaved over a hot laptop to produce a finely-crafted, thought-provoking, entertaining and informative piece of content you are confident will attract and engage your target audience. Then a colleague takes a look at the finished article and says: ‘Hmmm, can I suggest a few changes?’ (Or worse still, wants to make changes after it has been published). This is when a tool that enables you to collaborate with colleagues to compose high-quality inbound content would come in handy.
We writers can sometimes be a precious bunch, and don’t always appreciate those last-minute interventions, suggestions and amendments. Locked away in our ivory towers, we sometimes forget that collaboration is a vital part of a successful digital marketing strategy, and that other people from other departments, or with other takes on a topic, might have some great ideas, and would have suggested them if only they had gained access to our fortress earlier in the writing process.
The results are not always pretty, but how do you not only reduce the number of in-office stranglings, but also increase the number of leads generated by blogs for your business? How can you make sure that the content you produce has a team-wide consensus and contains all the information and insights it possibly can?
Thankfully, another new feature from HubSpot could help.
For all the gnashing of teeth late interventions and collaborations can bring, we can all agree that blogging is very, very important. It’s one of the main types of killer content you can create that will attract visitors and turn them into leads.
As outlined in the State of Inbound 2016 report, 60% of marketers said their top priority for the next year is to produce more blogs, because as this article shows, companies who blog receive 97% more links to that number one sales guy, their website. Not only that, but B2B marketers who blog enjoy 67% more leads than those who don’t, and blogging marketers are 13x more likely to enjoy positive ROI.
So, getting those blogs right from the get-go is something all businesses should be focused on.
Last week, I discussed some of the great new content creation features and tools HubSpot unveiled at the Inbound 2016 conference in Boston. While we had a busy schedule, we made sure to see what was new in the HubSpot platform so that as a leading digital marketing agency, we could ensure the content we create for our clients remains at its best.
Both the Content Strategy Tool, which helps to ‘get blogs right, not just done’, and Collect, which helps nab great content ideas from around the web, are pretty handy, but another that really caught my eye was HubSpot Composer.
Billed as a ‘distraction-free, collaborative writing experience’, it aims to help content creators focus on producing the right content for their audience and collaborate with others from the outset to ensure that blog is as perfect as it can be. The added bonus is that it takes away any concerns about style and optimisation, because it automatically assists in these areas.
A step up from the current blog creation platform, this tool retains the ability to draft blog posts from scratch or from templates and easily insert images, links and formatting while ensuring optimisation. But the big bonanza is that it streamlines the editing and sign-off process by allowing you and your colleagues to add comments and share feedback from the very start of an idea through to completion of a perfectly optimised blog post.
It’s like a combination of HubSpot’s best content creation tools and something like Google Docs, whereby posts can be shared and commented on by anybody in your business who has something of value to contribute. The big plus is that this collaboration can all take place right there within the HubSpot platform – no hopping back and forth between programs and documents to find and incorporate changes and comments.
Say you have a good idea for a blog post, but are unsure how to best explain the technical terms, leverage it towards a certain audience, or flesh it out. Sharing the doc with your marketing team will allow them to add their thoughts and ideas through comments, so that you can see if it is a goer before you waste your time crafting the whole article only to see it given the thumbs down.
Once you do get started, corrections and amendments to the copy can be easily made, all with the added bonus of traceability, so you can know who added what, and why, meaning you can then get clarifications, explanations and elaborations to make sure that the end product will be the best version of the piece you could possibly produce.
You can tag colleagues with the @ symbol so that they get a mail notifying them of a request for input, and even invite people not in your HubSpot account to collaborate by adding their full email address (though you have to be an administrator to do this).
When you have finished the blog, it is available for final review, and this blog from HubSpot recommends that the following questions be asked of it:
- Does this post/content answer the question or topic it was designed to address?
- Is it a comprehensive resource or are there other resources/posts we should provide for readers?
- What did I learn from this post?
- Did the content of this post make sense and was it communicated in a way that I easily understood?
While as the author your answers would probably be: Yes, yes, lots, and yes, another great value of this collaborative tool is that different eyes, different viewpoints and different ways of thinking can be brought in to assess it. At least one of those considerations will be likely to evoke a response from reviewers, all of which can be handled in Composer so that further improvements can be made easily.
After that, the optimisation features kick in with suggested improvements given in the to-do list, so you can make sure you have added the relevant keywords to rank for search, and then, hey presto, you are ready to publish. All ideas have been incorporated, nothing is overlooked, and the entire team can be confident that the content created is something they can stand by.
Learn how to create great inbound content that will attract visitors to your website and generate leads by downloading our free Lead Generation Survival Kit: