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    The Marketer's Guide to Developing a Strong Corporate and Brand Identity

    By Lindsay Kolowich


    Chances are, if someone mentions GoPro, you think of a super-sturdy camera for the adventurous.

    Why's that? Because GoPro has done a good job defining its brand. Great brands like GoPro are easy to recognize. Their missions are clear, and they foster that customer loyalty all businesses crave.

    A brand is one of the most valuable assets of a business, and it needs to be carefully crafted to ensure it properly and authentically represents the business.

    Crafting a brand is a shared endeavor, though. Customers, employees, blog readers (sound familiar?), and anyone who interacts with a business has a role in shaping the ... Read More

    19 Online Review Sites for Collecting Business & Product Reviews

    By Lindsay Kolowich

    We (and the rest of the internet for the past decade) have already spent some time convincing you of the importance of acquiring online reviews for your business. So let's just assume you're sold on the benefits of having a bunch of people tout how awesome you are on the web.

    That being said, it's not safe to assume we all know exactly where in the wide world of the web we can point those well wishers when they want to sing our praises.

    Read More
    Pitching the Perfect Image: A Look at Top Publishers' Image Sizes

    By Andrea Lehr

    There’s no denying the power of visuals -- including at least one image in your post can double your shares while also helping your audience retain more information than with text alone.

    This is especially true in the PR and media world. When pitching a story, many more PR pros are including images and infographics in the hope of getting a hit. 

    Though there are many things to consider when designing an image for a campaign, one crucial thing often falls by the wayside: optimizing the image for the width of the site you're pitching.

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    7 Important PR Lessons Every Content Marketer Needs to Learn

    By Rebecca Joyner

    I tried to explain public relations to my grandmother once ...

    This was many years ago, back when PR pros cut press coverage from publications we could actually hold in our hands, and few marketers talked about SEO in everyday conversation.

    “So, it’s advertising,” she’d say, and I’d try again to explain that, no, it’s not.

    Read More
    Kale, Podcasts & Yoga Pants: The Secret Formula Behind Ideas That Take Off

    By Carly Stec

    Unsatisfied by his current job, Tom Dickson found himself with three things: the need for a change, a passion for bread making, and a $10 vacuum motor. 

    In search of a way to combine them, Dickson started his own blender company, Blendtec. Unfortunately, he quickly found that generating buzz for blenders wasn't all that easy. 

    Then one day, his marketing director found inspiration in a pile of sawdust left behind by one of Dickson's "blender durability experiments," and proposed an idea that would soon propel Blendtec to fame. 

    Read More
    How to Create a Social Media Crisis Management Plan [Free Template]

    By Brittany Leaning

    Social media community managers and public relations professionals have to deal with little problems every single day. These could include nasty comments, unhappy customers, delivery issues, or a marketing faux pas -- all problems that arise frequently and deserve reasonable and empathetic responses. 

    There are times when they also have to deal with real crises, such as gun terror, natural disasters, and white collar crime.

    Read More
    How to Launch a Product: Secrets From Silicon Valley's "Most Sought-After Image Consultant"

    By Joe Chernov

    You have a better chance of hearing a venture capitalist boast, “We’re bullish on professional services” than read a reporter confess to missing a PR person. Yet in 2010, when Facebook’s longtime head of PR, Brandee Barker, stepped down, Kara Swisher, then of AllThingsD, wrote just that. Then last year The New York Times dubbed her, "the most sought-after image consultant in the start-up world."

    Read More
    How to Write a Press Release [Free Template + Sample]

    By Hannah Fleishman

    When it comes to content, sometimes old school can be a good thing (namely, when it comes to old school rap or Throwback Thursday on Instagram). But when it comes to your company's public relations strategy, being old school isn't advantageous for your business or your brand. 

    Ten years ago, people still relied on morning papers for news. Today, the vast majority of your company's customers and prospects scan headlines on Twitter or see what’s hot in their Facebook feed.

    Read More
    'Tis the Season of Giving: 6 Ways Companies Are Raising Money for Charities This Year

    By Rachel Sprung

    The holiday season is in full force -- which means planning for the coming year, holiday parties, and for many, giving back to charities meaningful to us. One study showed about 34% of all charitable giving is done in the last three months of the year.

    Here at HubSpot, we get into the holiday giving spirit through our annual charity auction, where employees can donate anything they want -- and they sure get creative. This year, our COO offered to lend out his Tesla for the day to one lucky bidder.

    Read More
    How to Quell a Social Media Nightmare

    By Lindsay Kolowich

    A sinking feeling in your gut. A spike of adrenaline. Maybe a little sweating.

    Whether you've posted something to your company's social media account that you didn't mean to or didn't realize the implications of, or you're on the receiving end of a high volume of incoming criticism, your

    Read More
    What Is Earned Media? [FAQs]

    By Lindsay Kolowich

    Remember when people used to learn about things like upcoming events, the latest trends, and cool new products pretty much exclusively from magazines, newspapers, and TV shows?

    These publications and broadcasts are where brands used to get all their earned media.

    Read More
    Why Your PR Isn't Working (and How to Fix It)

    By Katie Burke

    In many ways, the world of PR has become a lot like the world of marketing automation: regardless of your question, one tactic is always the answer.

    Write a press release.

    Hired a new executive? Write a press release. Painted a wall in your office? Duh -- press

    Read More
    Is It Finally Time to Bid Adieu to the Press Release?

    By Dan Lyons

    I have a confession to make. When I was a reporter at Newsweek, I received literally thousands of press releases via email -- and I deleted almost every single one of them without even opening them.

    Basically, I used my Newsweek email account as a filter. My “real” email was my personal

    Read More
    S%*t PR People Do That Journalists Hate [SlideShare]

    By Katie Burke

    I began my marketing career at a political communications consultancy in Washington, D.C., and it was only a matter of days into each client engagement when one of their executives would say, “have you thought of the TODAY Show?” or, “do you think the Journal would be interested in this?”

    Read More
    How to Modernize a Public Relations Strategy That's Stuck in the Dark Ages

    By Katie Burke

    The end of the first quarter of 2013 is upon us, and if you’re looking to grow your business this year (and who isn’t!?), public relations can be a critical ingredient in your marketing mix. PR can drive brand awareness, introduce you to new prospects and customers, and amplify your core brand messages.

    The good news is that the amount of time people spend interacting with media is only growing; the bad news is that traditional PR is rooted in tactics that were only relevant twenty years ago. Hmm. What to do to compensate for that disparity?

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    Why Marketers Need to Start Caring About Social Responsibility

    By Anum Hussain

    marketing and csrintroductory3

    Marketers are sometimes associated with some pretty negative terms: annoying, interruptive, manipulative.

    Ouch. What's up with that?

    Well sometimes, whether we like it or not, it's our job to market the actions of our company. And sadly, sometimes businesses make poor decisions. Or sometimes they're perfectly justified decisions, but they fail to consider the long term negative impact of those decisions ... like environmental degradation, layoffs in a certain community, or chronic health problems.

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    7 Silly Mistakes to Stop Making in Your PR Pitches

    By Rachel Sprung

    newspaperPitching to the press is no easy task. Every day, journalists receive thousands of emails from public relations professionals who are pitching their clients' ideas; sometimes hundreds of mass pitches are sent to unsuspecting journalists from just one person in a given day. With such a high quantity of pitches, it is really easy to make a mistake, but it's a shame when those mistakes could've easily been avoided with just a little awareness.

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    How You (and Rick Santorum) Can Fix a Damaged Search Reputation

    By Corey Eridon

    search engine optimization

    Rick Santorum has a whole campaign team at his disposal to fix his Google problem, not to mention spots on Mashable and Search Engine Land in the past 48 hours that address his issue specifically. They've had quite some time to address the problem and haven't made many moves, so whether they will actually try to fix the issue remains to be seen. But how do business owners and marketers with comparatively less resources rectify this issue when faced with it? It's not an uncommon problem: Businesses with the same name as you could be the ones appearing in the top of the SERPs, or negative ads could outrank your website, causing serious damage to your reputation.

    Read More
    The Best and Worst Brand Makeovers of 2011

    By Lauren Sorenson

    best and worst 2011 brand makeovers2012 is almost here, and unless those Mayans are right, it's time to evaluate what changes you're going to be making to your brand to make sure you hold strong through the next twelve months. You don’t need to drastically change what you're doing to reach prospects every year; you just need to show them that you are paying attention to the world around them as it changes. A new year means a fresh start and a world of possibilities for your brand, so get excited!

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    10 Ways to Rock PR Like an Inbound Marketer

    By Rachel Sprung

    electric guitarPublic relations isn't easy to master, especially when it comes to media relations. The smallest event can lead to the biggest news coverage ever, and the proudest moment of a business' career might only become a short article in the back of a local newspaper. The mantra of an inbound marketer is to get their message out without interrupting people along the way. So how does a company do great PR while still maintaining inbound marketing best practices

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    3 Ways to Get the Most Out of Inbound Press Releases

    By Alison Savery

    Press Release Press releases were originally designed as a tool to generate media coverage and attention. Now, in the days of inbound marketing , press releases have a totally different purpose. Press releases should be viewed as news updates directed at your potential and current customers instead of just the broad media. These types of news releases can keep your prospects engaged while also working as a powerful SEO tool for your business. With these two goals in mind, you can take full advantage of your press releases and perhaps gain some bonus media coverage as well.

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    5 Tips and Tricks for Pre-Event Problem Solving

    By Rachel Sprung

    conference room, presentation You plan for months and months to make sure everything runs smoothly for your event . You are in regular contact with your speakers, you have worked with the caterers for many years and know they are reliable, and your guest list has far exceeded your expectations. So what could go wrong? Even the most experienced event planners have to deal with problems that arise during an event. But there are ways to plan for issues in advance.

    Read More

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