Hello fellow HubSpot admins! I have a question regarding Blog articles published via HubSpot on a website page with a subject attached (in the URL). We would like to create a solution where we can track when a contact clicks on, say, a blog article under the theme (as an example) ‘‘Electric Cars’’. If a contact clicks on the link to see articles listed with the topic: Electric Cars, is there any way to add a Contact Property or data point on the profile to track number of blogs clicked/read by topic or theme?? Example: [Content Interest: {Electric Cars = 3}{Solar Panels = 8}] The end goal of this would be to customize content more directly related to what customers want individually. Let me know if you all have found best practices for this in which the data is also kept clean! Many thanks!
Hi @ZChurney3,
Thanks for reaching out to the Community!
I wanted to add our subject matter experts to this conversation to see if they have any advice.
Hi @danmoyle, @NicoleSengers, @Ian_Matt, @jolle - Do you have any recommendations for tracking blog visits with the end goal of personalizing content for readers for @ZChurney3?
Thank you!
Best,
Kristen
Thanks for the tag, @kvlschaefer!
And awesome question, @ZChurney3!
Assuming you have that identifying theme/category within the URL of your blog posts, you can leverage the tracked page views. How you store and report on that data could take a couple forms:
Theme-specific lead score
If you have a Professional-level HubSpot subscription or above, you’ll have access to lead scoring. You could potentially create a separate scoring property for each theme that scores on the following:
- Views of theme-specific blog posts
- Views of other theme-specific website pages
- Downloads of theme-specific content or other theme-specific form submissions
- Engagement with theme-specific emails
You could then have look at a contact and get a sense for their tracked engagement by theme. The scoring parameters are totally up to you — plus you could add more weight to certain pages or actions!
Custom theme-specific blog view property
If you are strictly looking at tracking blog posts views, you could create a theme-specific “content interest” custom property (so each theme would have its own number property). You could then create the following workflow:
- Contact views theme-specific page (enable re-enrollment so the workflow can run every time this occurs)
- Increase theme-specific “content interest” property by 1
That would allow you to track the number of tracked page views within each theme. Like the lead score, you could then see the values for each theme-specific property to get a sense for where your contacts are engaging.
Catering content
From there, you could craft email campaigns or other content respective to each theme. If a contact hits a certain score or “content interest” threshhold, that could trigger a nurturing workflow that delivers more content in their assumed area of interest.
And if you’re sending out theme-specific recurring newsletters, you could segment your lists so that each contact receives the newsletter for their highest assumed interest area (just make sure they don’t receive multiple email newsletters!).
Most importantly, make sure you have some sort of interest property on all applicable HubSpot forms. It’s totally fine to track a contact’s activities and make assumptions about their interests from there, but they should always have the option to tell you what they want to see! A contact may not always know what they’re looking for, so they could exhaust all blog posts in one theme only to realize that the answer they needed was in the first blog they read in another theme. While you might think that they dig theme 1, they could actually indicate that theme 2 is what they want through a form submission.
Hope this helps!!