Unlock Content Gold: How to Drive Views and Engagement in HubSpot

Ever feel like you're shouting into the void with your content? You're putting in the effort, but the views just aren't there. It's a common challenge, especially when you're juggling multiple priorities like running an e-commerce business. A user in the HubSpot Community recently asked how to increase content views and attract viewers, sparking a helpful discussion with some practical advice. Let's dive into some of the key takeaways, focusing on how you can apply these strategies to your HubSpot-powered e-commerce business.

Stop Chasing Views, Start Attracting the *Right* People

One of the most insightful points raised in the discussion was that more views don't always equal success. It's about attracting the right viewers – the ones who are actually interested in your products or services and likely to convert. As one respondent put it, "it's not necessarily about more views, as much as it's about the right viewers."

So, how do you attract the right people? It starts with understanding your audience. Develop detailed buyer personas within HubSpot. What are their pain points? What questions are they asking? What kind of content do they consume? What are their preferred social media platforms? Once you know who you're trying to reach, you can tailor your content to their specific needs and interests. For example, if you sell eco-friendly products, your buyer persona might be someone interested in sustainability, ethical sourcing, and reducing their environmental impact. Create content that addresses these interests.

Plan Your Content (Don't Just Wing It!)

Creating a content plan is crucial. Don't just randomly post about different topics. Instead, develop a cohesive strategy where each piece of content supports your overall goals. A community member suggested planning content for at least a few weeks, or even a quarter, in advance. This allows you to:

1. Ensure your content works together to support your larger marketing initiatives. Sporadic content doesn't work as well as a well-aligned content strategy. For example, if you're launching a new product line, create a series of blog posts, social media updates, and email campaigns that build anticipation and highlight the product's benefits.
2. Add accountability. Set timelines for each piece of content and stick to them. Use HubSpot's task management features to assign responsibilities and track progress.

Make Content That's "Worth the Pause"

In today's crowded online world, you need to create content that grabs attention and holds it. As one community member wisely stated, ask yourself: "Will I stop my scroll to watch this content if it was relevant to me?" If the answer is no, then it's time to rethink your approach. Make your content "worth the pause."

This means creating content that is:

• Engaging: Use compelling visuals, storytelling, and interactive elements to capture your audience's attention.
• Valuable: Provide information that is useful, informative, and relevant to your audience's needs.
• Entertaining: Inject humor, personality, and creativity into your content to make it more enjoyable to consume.

For an e-commerce business, this could mean creating product demos, behind-the-scenes videos, customer testimonials, or blog posts that address common customer questions. Think about what your audience finds valuable and tailor your content accordingly.

Leverage HubSpot's SEO Tools

HubSpot offers a suite of SEO tools that can help you optimize your content for search engines. Use these tools to:

• Identify relevant keywords: Research the keywords that your target audience is using to search for products or services like yours.
• Optimize your content: Incorporate those keywords into your titles, meta descriptions, and body copy.
• Build content clusters: Create pillar pages that cover broad topics and then link to supporting content that dives deeper into specific subtopics. This helps establish your authority and improve your search engine rankings.

A community member suggested using HubSpot's SEO recommendations to scan pages, improve keywords, meta descriptions, internal links, and readability. They also emphasized the importance of building content clusters with pillar pages and supporting posts to establish topic authority and boost organic search traffic.

Don't Forget Social Media

Social media is a powerful tool for promoting your content and driving traffic back to your website. Use HubSpot's social media tools to:

• Schedule posts: Plan and schedule your social media posts in advance to ensure consistent engagement.
• Track engagement: Monitor your social media metrics to see what's working and what's not.
• Engage with your audience: Respond to comments and questions, and participate in relevant conversations.

A community expert recommended connecting social accounts in HubSpot to create, schedule, and publish posts across platforms. They also suggested adding engaging captions, images/videos, hashtags, and @mentions, and using AI for generation and target audiences for better reach. Don't be afraid to put money behind your efforts as well, and use social media advertising to reach a wider audience.

Repurpose Your Content for Maximum Impact

Don't let your best content gather dust. Repurpose it into new formats to reach a wider audience and extend its lifespan. For example, you can:

• Turn a blog post into a video or infographic.
• Create a social media series from a webinar.
• Compile a collection of blog posts into an ebook.

A community member suggested turning high-performing content into new formats like social snippets, videos, or emails using HubSpot's Content Remix or AI tools. They also recommended updating older posts with fresh insights to revive views and extend value. Retarget website visitors with ads or pop-ups created in HubSpot to re-engage and drive repeat views.

The Best Free Online Ecommerce Website Builder

While HubSpot doesn't offer a completely free e-commerce website builder, it does provide a powerful platform for building and managing your online store, especially when integrated with ESHOPMAN. ESHOPMAN provides a built-in storefront and e-commerce functionality directly within HubSpot, allowing you to leverage all of HubSpot's marketing, sales, and service tools to drive traffic, increase conversions, and improve customer satisfaction. Consider exploring the options available to find the best fit for your business needs.

By implementing these strategies, you can increase your content views, attract the right audience, and drive more sales for your e-commerce business. Remember, it's not just about creating more content; it's about creating the right content for the right people at the right time.