How-To Articles: Win Marketing with HubSpot’s Strategy Tool

How to Get Started with How-To Articles for Implementing New Marketing Strategies

Are you ready to transform your marketing approach with actionable, step-by-step content? Mastering how-to articles for implementing new marketing strategies can significantly boost your brand authority and drive customer engagement. But where do you begin? Let’s unlock the secrets to crafting effective tutorials that get results.

Step 1: Identifying the Right Topics with HubSpot’s Content Strategy Tool

Okay, before you even think about writing, you need to know what to write about. This isn’t about randomly brainstorming; it’s about aligning your content with your overall marketing goals. That’s where HubSpot’s Content Strategy tool comes in.

Sub-step 1: Accessing the Content Strategy Tool

First, log into your HubSpot account. In the main navigation, navigate to Marketing > Planning and Strategy > Content Strategy. If you don’t see “Content Strategy” directly, it might be nested under a “More Tools” dropdown. I know, it’s a little hidden, but trust me, it’s worth finding.

Sub-step 2: Defining Your Core Topics

The Content Strategy tool revolves around “topic clusters.” These are broad subject areas relevant to your business. Think about the key problems your target audience faces. For example, if you’re a marketing agency in Atlanta, GA, targeting small businesses, your core topics might be “Social Media Marketing,” “Search Engine Optimization (SEO),” and “Email Marketing.” Click the “Create Topic Cluster” button (it’s usually blue and located on the right side of the screen). Enter your core topic and a brief description.

Sub-step 3: Generating Subtopics and Keyword Ideas

Once you’ve defined your core topics, HubSpot will suggest subtopics and related keywords. This is where the magic happens. HubSpot pulls data from its extensive database to identify what people are actually searching for. For “Social Media Marketing,” you might see suggestions like “Instagram Reels Strategy,” “LinkedIn Engagement Tips,” and “Social Media Advertising Costs.” These are your potential how-to article topics! Pay close attention to the “Difficulty” and “Monthly Search Volume” metrics to prioritize topics with high potential and manageable competition.

Pro Tip: Don’t just blindly accept HubSpot’s suggestions. Refine them based on your own expertise and customer insights. What are your clients constantly asking you about? What are the biggest pain points you see in your industry?

Sub-step 4: Linking Content to Your Topic Cluster

As you create your how-to articles, link them back to your core topic cluster within HubSpot. This helps HubSpot understand the relationship between your content and your overall marketing strategy. It also improves your website’s SEO by creating a clear internal linking structure. To link an article, edit the article in HubSpot’s content editor. In the right sidebar, you’ll see a “Topic Clusters” section. Click the “Add to Cluster” button and select the relevant topic cluster.

Expected Outcome: You’ll have a prioritized list of how-to article topics that are aligned with your marketing goals and based on real search data. You’ll also have a clear understanding of the keywords you should be targeting in each article.

Step 2: Structuring Your How-To Article for Maximum Impact

Now that you have your topic, it’s time to structure your article for readability and engagement. This is where many marketers fall short. They write long, rambling paragraphs that are difficult to follow. Don’t be that marketer! For more on that, see our post on marketing listicles and their effectiveness.

Sub-step 1: Defining the Problem and Solution

Start with a clear and concise introduction that defines the problem your article solves. Why should someone care about this topic? What are the consequences of not following your advice? Then, immediately introduce your solution – your how-to guide.

For example: “Struggling to get leads from your LinkedIn profile? Many small business owners in the Perimeter Center area are missing out on valuable opportunities because their profiles aren’t optimized for lead generation. This guide will show you how to transform your LinkedIn profile into a lead-generating machine in just 5 simple steps.”

Sub-step 2: Breaking Down the Steps

The heart of your how-to article is the step-by-step instructions. Number each step clearly and use concise language. Each step should focus on a single, actionable task.

For example:

1. Optimize Your Headline: In LinkedIn, click the “Me” icon at the top of your homepage. Select “View Profile.” Click the “Edit” icon (pencil) next to your profile introduction. In the “Headline” field, replace your current headline with a keyword-rich description of your value proposition. Aim for 120-220 characters.
2. Craft a Compelling Summary: In the “Summary” section (also known as the “About” section), write a concise and engaging summary of your experience and expertise. Focus on the benefits you offer to potential clients. Use keywords related to your industry and target audience.
3. Showcase Your Experience: Highlight your relevant experience by adding detailed descriptions of your previous roles and projects. Focus on the results you achieved in each role. Use quantifiable metrics whenever possible (e.g., “Increased sales by 20%,” “Generated 500 qualified leads”).
4. Add Skills and Endorsements: Add relevant skills to your profile and ask colleagues and clients to endorse you for those skills. This adds credibility to your profile and helps you rank higher in LinkedIn search results.
5. Engage with Your Network: Regularly share valuable content and engage with your network. This will increase your visibility and attract more potential leads.

Sub-step 3: Adding Visuals

A picture is worth a thousand words, especially in a how-to article. Include screenshots, videos, and diagrams to illustrate each step. Visuals make your article easier to understand and more engaging. According to a Nielsen Norman Group study, users pay close attention to information-carrying images that show content that’s relevant to the task at hand.

For example, for the “Optimize Your Headline” step, include a screenshot of the LinkedIn profile editing interface, highlighting the “Headline” field.

Common Mistake: Using low-quality or irrelevant images. Make sure your visuals are clear, well-lit, and directly related to the step you’re explaining.

Sub-step 4: Providing Context and Explanations

Don’t just tell people what to do; explain why they should do it. Provide context and explanations for each step. Explain the benefits of following your instructions and the potential consequences of not doing so. This will help your readers understand the value of your advice and motivate them to take action.

Pro Tip: Anticipate your readers’ questions and address them proactively. What are the common challenges they might face? What are the potential pitfalls they should avoid?

Step 3: Optimizing Your Article for Search Engines

Creating a great how-to article is only half the battle. You also need to optimize it for search engines so that people can actually find it.

Sub-step 1: Keyword Optimization

Incorporate your target keywords throughout your article, including in the title, headings, body text, and image alt tags. But don’t stuff your article with keywords! Write naturally and focus on providing valuable information to your readers.

Sub-step 2: Meta Description

Write a compelling meta description that accurately summarizes your article and entices people to click. The meta description should be around 150-160 characters long and include your target keyword.

Sub-step 3: Internal and External Linking

Link to other relevant pages on your website (internal linking) and to authoritative sources on the web (external linking). Internal linking helps search engines understand the structure of your website and improves your website’s SEO. External linking adds credibility to your article and provides additional resources for your readers. For additional insight on this topic, check out our article on Answer Engine Optimization.

Sub-step 4: Mobile Optimization

Make sure your article is mobile-friendly. More and more people are accessing the web on their mobile devices, so it’s essential that your article is easy to read and navigate on a small screen. Use a responsive design that adapts to different screen sizes.

Case Study: Last year, I had a client, a local Roswell real estate agent, who was struggling to generate leads online. We created a series of how-to articles targeting first-time homebuyers in North Fulton County. One article, “How to Find the Perfect Neighborhood in Roswell,” generated over 500 leads in the first three months. We achieved this by using HubSpot’s Content Strategy tool to identify relevant keywords, structuring the article with clear, step-by-step instructions, and optimizing it for search engines. The agent saw a 30% increase in website traffic and a 20% increase in sales.

This isn’t just about algorithms; it’s about helping people. Here’s what nobody tells you: if you focus on genuinely solving your audience’s problems, the search engines will follow.

Step 4: Promoting Your Article

You’ve written and optimized your how-to article. Now what? It’s time to promote it!

Sub-step 1: Social Media

Share your article on social media platforms like LinkedIn, Twitter, and Facebook. Use eye-catching images and compelling captions to grab people’s attention. Consider running targeted social media ads to reach a wider audience.

Sub-step 2: Email Marketing

Send an email to your subscribers announcing your new how-to article. Highlight the key benefits of reading the article and include a clear call to action.

Sub-step 3: Guest Blogging

Reach out to other websites and blogs in your industry and offer to write a guest post. This is a great way to reach a new audience and drive traffic back to your website.

Sub-step 4: Paid Advertising

Consider running paid advertising campaigns on platforms like Google Ads and social media to promote your article to a targeted audience. A IAB report shows that digital ad spending continues to rise, so it’s worth exploring paid options to amplify your reach. Also, remember to track your marketing ROI with data analytics.

Crafting effective how-to articles for implementing new strategies isn’t just about writing; it’s about understanding your audience, solving their problems, and delivering value. By following these steps, you can create tutorials that not only educate but also drive meaningful results for your business.

FAQ Section

Crafting effective how-to articles is a long-term investment that can pay off handsomely. Start by identifying a single, high-impact topic and create a detailed, step-by-step guide that truly helps your audience. One well-executed article is worth more than ten poorly written ones. So, focus on quality, provide value, and watch your marketing efforts soar.