The Best New Type of Content to Support a Product Launch: A HubSpot Experiment

The Best New Type of Content to Support a Product Launch: A HubSpot Experiment

The Best New Type of Content to Support a Product Launch: A HubSpot Experiment. Product marketers own the story of the product, with the goal of creating the narrative that defines the product. One of those launches was for our Ads add-on. A Test of Evergreen Product Marketing Content and Organic Traffic The Hypothesis Content with an evergreen appeal will have more impact on a product launch than our standard, short-term traffic launch posts -- even if the evergreen posts take more time and energy to create." A piece of content that stays relevant over time is more likely to perform better in organic search and continue to support a product launch for months without decay. That contrasts with our typical product launch playbook, which generally includes a few short-term promotional blog posts and other content, the relevance of which has a briefer shelf life, and tends to receive the highest amount of traffic from email subscribers. Sure, a free online ad spend calculator wasn’t exactly a new idea, but we wanted to build something different: a piece of content with sliders that allowed marketers to manipulate different inputs. But here’s the thing about evergreen content, and the organic search traffic that you hope will come with it: It’s called long-term traffic for a reason. Each month, the tool continues to see more traffic. And while we don’t take this approach for all content, after the success of the Ads Calculator, we do actively seek more opportunities to build something evergreen.

14 Free Business Tools to Make Your Startup more Successful in 2017
What We Learned From Our First Year on Medium
How 7 Startups Skyrocketed to Success with Content Marketing
ads-calculator-experiment-compressor.jpg

Here at HubSpot, we obsess over our product — how it’s built, where it’s headed, and how we talk about it. Every update, from minor feature tweaks to major product launches, are pored over by a team. Developers and product managers handle the creation and vision of individual products. Product marketers own the story of the product, with the goal of creating the narrative that defines the product.

That story should explain why the product is important, who it was made for, how it can be used, and the value it adds. It’s these stories that bring to life campaigns across marketing and sales, and help us grow.

To execute that well, we’ve had to build a well-established promotion playbook — a guide that outlines what to do, and when, for each type of launch. But a playbook alone doesn’t tell a compelling story: one that not only explains what the product is, but also contains valuable information that can help marketers in the long-term. That content is evergreen, and we thought, “Hey, maybe we should focus on that when we launch something new.”

One of those launches was for our Ads add-on. This is the story of that product — and how we shifted our content strategy playbook for it.

A Test of Evergreen Product Marketing Content and Organic Traffic

The Hypothesis

Content with an evergreen appeal will have more impact on a product launch than our standard, short-term traffic launch posts — even if the evergreen posts take more time and energy to create.”

A piece of content that stays relevant over time is more likely to perform better in organic search and continue to support a product launch for months without decay. In our previous experiments, for example, we’ve found that 92% of our monthly blog leads — not to mention, 76% of monthly blog views — came from posts of this nature.

old posts leads traffic
old posts leads traffic

That contrasts with our typical product launch playbook, which generally includes a few short-term promotional blog posts and other content, the relevance of which has a briefer shelf life, and tends to receive the highest amount of traffic from email subscribers. For example, when we launched new Sales products at INBOUND 2016, we supported the announcement with this blog post, which receives 59% of its traffic from email — versus only 9.9% from organic searches. This month it’s received a grand total of seven views.

Screen Shot 2017-06-26 at 12.01.51 PM.png

It was the prospect of longer-term impact — which is often accompanied by a high organic search volume — that informed our objective: to build an amazing piece of evergreen content around a product launch that would continue to be useful to marketers (our target audience) for years, while also conveying the key messages of the product’s story. It would not only introduce readers to the value of the new tools, but might also engage our core audience by providing longer-term actionable insights and takeaways.

What We Did

First, we looked at what some of our favorite content creators were producing. One thing that particularly stood out to us was The New York Times “Rent or Buy” calculator: a half-content, half-web-app property that allowed readers to manipulate different quantitative properties on a sliding scale — like home prices or length of stay — but also contained accompanying copy to add context to the resulting calculations.

We needed…

COMMENTS

WORDPRESS: 0
DISQUS: 0