How to Architect Your Site: Blog Posts

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HubSpot Employee

Hi from Kate! This is Part Three of my quick overview of how to use website pages, landing pages, and blog posts together to build a dynamic website. If you missed Parts One and Two, be sure to check them out! Today we’ll be looking specifically at blog posts.

 

What makes a blog post?

 

Blog posts are like a library of content you build that showcases your expertise on the subjects most connected to your business. It’s where you can express your brand’s distinctive voice and where contacts can learn more about what you have to say on a subject. As you assert your viewpoints and your industry knowledge, you give contacts reasons to trust your authority.

 

blog.jpgHubSpot's blog, showing the listing page on the left and the post page on the rightWriting good content through your blog posts also increases your business’ visibility on the Internet. Each blog post is another indexed page, which can help rank in SEO (Search Engine Optimization). Blog posts especially provide the opportunity to produce cumulative effects in SEO over time as they are revisited and reshared. In addition, blog posts are easy to share on social media, extending the opportunity to reach new contacts, including ones who may not be actively searching for the services your business provides.

 

What do I need to know about building a blog in HubSpot?

 

Blog posts are a special category of pages in HubSpot. They have more technical specifications than landing pages or website pages because they are used for more specific purposes than website and landing pages, so they shouldn’t be used interchangeably with them.

 

  • If you have Marketing Basic, blog posts will share the same subdomain as website and landing pages. If you have Marketing Professional or Enterprise, you can host them on their own subdomain (for example, your blog posts could be on blog.asyouwish.com, landing pages could be on info.asyouwish.com, and website pages on www.asyouwish.com).
    • If you want, you can have multiple blogs. In Marketing Basic and Professional, all blogs will need to be hosted on the same subdomain but you can add different subdirectories to differentiate them (for example, you could have blog.asyouwish.com/inconceivable and blog.asyouwish.com/rous). If you have Marketing Enterprise, you can host each blog on different subdomains or subdirectories.
  • Unlike with website and landing pages, each of your blogs uses one template with a listing page component and a blog post component. This means that while your listing page and your blog posts can be different, all of your blog posts will have the same modules and overall styling (although the content and styling of the modules can be changed per post). Keeping your blog posts uniform in style benefits you by creating a coherent, memorable design for your whole blog.
  • You can set up blog subscriptions on a blog-by-blog basis so that contacts can elect to receive instant, daily, weekly, and/or monthly notification emails with summaries of your most recent blog posts. You don’t have to enable all four frequencies, just whichever ones work best for you (or none at all!).
  • Each of your blogs can be set up to auto-publish to your connected social media accounts. That way, whenever you publish a blog post, it instantly goes right up on your social media accounts to be read and shared.

HubSpot gathers analytics about visitors and subscribers to your blog, as well as how your posts drive conversion rates. You can find aggregated data about all of your blog posts on the “Analyze” tab in your Blog Post dashboard, or see data on individual posts. There are also widgets on your Marketing Dashboard for blog posts, and we also show information in your Traffic Analytics report about who is visiting your blog pages and from where, broken down by each subdomain or by content type (blog posts, website pages, landing pages).

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Community Manager

Thanks for sharing @katestadt!

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