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Find the best ways to Set Up Subscriber Pathways

 Now that your team has set content strategy goals, let’s think about how you’re actually going to meet those goals. How are you planning to promote your blog, and how will your content spread organically? An effective way to encourage your content’s reach is to encourage subscriptions. Ideally, this will lead the people who regularly interact with your content to see it, read it, and share it with people they know. Subscribers also help you communicate regularly with the same people, letting you nurture them to become leads and customers down the road.

Before launching your blog, make sure you set up the following to start getting blog subscriptions right away

Subscriber emails 

Set up a workflow that automatically sends subscribers emails with your latest posts. Make an email template with links to your posts that curates your scheduled content and send it on to your subscribers. Over time, make sure you’re optimizing the subscriber emails for clickthrough rate and conversions. Check out the anatomy of a blog subscriber email here. 

Subscriber forms 

How will your site visitors sign up for a blog subscription? Set up forms on your main blog page and CTAs on your blog posts to enable people to sign up. Subscribers must opt-in to be emailed, so be sure your CTAs and form copy are compelling. 


Schedule your subscriber emails in advance of sending to allow time for corrections! HubSpot’s blog tool can help with that. 


How often will your subscribers get emailed? Daily? Weekly? Each time a new post is published? It’s important to be clear to your subscribers about how often they’ll be emailed. Pro tip: The more you email people, the more likely they are to eventually opt-out. Keep the frequency to a minimum! We recommend weekly or monthly depending on how often you post. 

Unsubscribe pages 

You’re required to give anybody you email the option to unsubscribe from your mailing list. Have fun with it! Check out HubSpot’s unsubscribe page as an example and think of ways to delight your audience and perhaps even encourage them to continue receiving your emails. 

Plan for Logistics 

Subscriber pathways are only the start of blog logistics you need to plan for. How else will you convert visitors into leads from your blog posts or get subscribers to interact with you elsewhere? In Week 7, it’s time to think through some of the other logistics of your blog — from encouraging social sharing to planning your launch day. 

Here are some logistical elements of blogging to consider before launching.

Social sharing buttons 

Attract new visitors and encourage people to share your content by adding social sharing icons to your blog posts. 


Think about where you want visitors to go once they read your blog posts. You probably don’t want them to leave your site, so add CTAs and hyperlinks to other content, offers, and site pages. Over time, test to see what works best for your audience. Maybe it’s specific content offers, maybe it’s visual CTAs, or maybe it’s pop ups! Here’s a CTA best practices guide to get you started. 

How to handle comments 

Most content management systems enable blog commenters on posts. Comments are a good feature because it encourages user generated content and engagements with your content. Make sure you plan for how to handle comments. Will comments be allowed all the time or just for a short period? Who will be responsible for responding to those comments or questions? Decide on your policy beforehand so your team knows how to handle comments from launch day onward. 

Adding dates to blog posts 

Don’t forget to add publishing dates to all of your blog posts! It’s important for visitors to know how recent and relevant your content is for credibility. It also allows you to track metrics over time and update posts when you need to.

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