Most conversion rate optimization experts you'll meet would agree: Copywriting first. Design second.
The idea is that copy (and the ... Read More
Pamela is a principal marketing manager on HubSpot's web strategy team, with a focus on conversion rate optimization and conversion copywriting for HubSpot's website. She is best known for introducing the concept of historical optimization, which increased organic search traffic and leads for HubSpot's Blog by more than 200%. She can also be found in stock photos on lots of random websites all over the web, like the one you see here, which just so happens to be the expression she makes when she writes a killer blog post.
Most conversion rate optimization experts you'll meet would agree: Copywriting first. Design second.
The idea is that copy (and the ... Read More
Visual content is in high demand. Just about every piece of content you create can be enhanced by some kind of visual element. In fact, content with relevant images gets a whopping 94% more views than content without relevant images.
And in social media, visuals pretty much make or break your presence. According to Buffer, visual content is more than 40X more likely to get shared on social media than other types of content.Read More
Business blogging "best practices" instruct bloggers to include a relevant call-to-action at the bottom of every blog post. This is nothing groundbreaking -- it's how you convert visitors to your blog into valuable inbound leads for your business.
But are those end-of-post calls-to-action (CTAs) really the best option? After all, any conversion rate optimization expert worth their salt knows to take industry "best practices" with, well, a grain of salt.Read More
A few weeks ago, we deliberately unsubscribed 250,000 people from HubSpot's Marketing Blog -- people who had opted in to receive emails about new content we published on the blog. This subscriber purge brought our total subscriber count from 550,000 down to 300,000.
We're crazy, right? We must be crazy. We're the same people who just recently blogged about how important growing subscribers is to increasing blog traffic. What gives?
With more than 380 million members, LinkedIn is the most popular social network for professionals and one of the top social networks overall. But are you using LinkedIn to its fullest potential?
With new social networks sprouting up constantly, LinkedIn is a platform that often gets underutilized or put on the back burner.Read More
Are your contacts going with the flow, or are they just sitting dormant in your marketing database? If you don't have any automated email workflows set up, your answer is probably the latter -- which means you're missing out on some major opportunities to nurture and engage your existing contacts.
Did you know that B2B marketers who implement marketing automation increase their sales pipeline contribution by an average of 10% according to a report by Forrester? But wait ... there's more.
"How do I grow traffic to my blog?"
It's one of the most common questions I get from people launching a new blog, and I always tell them the same thing: The key to growing blog traffic is actually to focus on growing subscribers.Read More
On the web, there are few things more discouraging than a big block of text. That's because humans are visual creatures -- we tend to gravitate toward content that is pleasing to the eye, and we're especially drawn to visuals that capture (and keep) our attention.
It's no wonder that 70% of marketers planned to increase their use of visuals in their content marketing this year. Sometimes visuals are just a more effective and creative way to present information, data, or difficult-to-understand concepts. After all, they don't say "a picture is worth a thousand words" for nothing.
Nine months ago, I analyzed a report that would transform not only my role on the HubSpot blogging team, but also the whole blog's editorial strategy. The results have been nothing short of eye-opening. And I'm not just talking about the findings from the report -- I'm also talking about the business results we've generated from the shift we made in our blogging strategy because of those findings.
That shift is an ongoing internal project we call "historical optimization." The goal? Update old blog content and generate more traffic and leads from it in the process.Read More
Finance Manager Margie. IT Ian. Landscaper Larry. Do you know who your business's buyer personas are? And exactly how much do you know about them?
Buyer personas (sometimes referred to as marketing personas) are fictional, generalized representations of your ideal customers. Personas help us all -- in marketing, sales, product, and services -- internalize the ideal customer we're trying to attract, and relate to our customers as real humans.
You know what one of my biggest design pet peeves is? When I'm trying to design something, but there's an unwanted background on the image I'm using. Either I want to remove the photo background altogether, or I prefer a transparent background so the image assumes the look of any other background I put behind it.Read More
As we all know, content creation isn't as simple as just stringing together a few words and hitting "publish." At least all high-quality content creators know this.
If you really think about it, the editorial process has quite a few steps -- from ideation, to concepting, to production, to proofreading, editing and copyediting. Unfortunately, it's that last part that often gets undermined, rushed through, or altogether just swept aside as writers and content creators hurry to get content out the door.Read More
You may have heard of this little thing called Google. You know, where 1.17 billion people go to find stuff on the web?
But Google is more than just a search engine. So much more.
In fact, Google offers a ton of tools in addition to its search engine that can be hugely valuable if you're a marketer.Read More
If you're a regular reader of HubSpot's Blog, you've probably noticed things are looking a little bit different today. It's not just you. Last night, we gave the HubSpot Blog a pretty drastic makeover.
A lot of planning and strategizing went into the new design, so we thought we'd share how the current design came to be and why we made the changes we did.Read More
We're on a historical blog optimization kick over here on the HubSpot blogging team. "What in the Sam Hill is 'historical blog optimization,'" you ask?
Basically, it means optimizing our "old" blog content to generate more traffic and leads. And by "old," I just mean posts that already exist on our blog, whether we wrote it three years ago or last month.Read More
With blogging, success doesn't happen overnight.
I know, right? How many times have you heard that little nugget of blogging wisdom?
But seriously -- a B2B business blog is a huge time investment. It can take a while before you've grown it into a truly valuable marketing asset.Read More
These days, I spend a lot of my time on blog optimization. I'm constantly trying to figure out how we can fill the top of our funnel with more blog visitors, and how we convert more of those visitors into subscribers and leads.
Because my role is focused on optimization and growth, I try to make sure we're always testing something.Read More
Okay, it's not quite the end of the month yet -- but that's okay. You can analyze your blog leads any time you want to.
Last month, I wrote a blog post about why we all need to stop neglecting our old content. The impetus for the post came from some recent analysis I did about our blog leads.Read More
Raise your hand if this sounds familiar ...
As an inbound marketer, you work hard to keep your content engine going. You publish new blog posts, launch new ebooks, and produce new webinars regularly. You rinse and repeat, pumping valuable time and resources into new content creation to keep your blog fed and your offers fresh.Read More
Most people's job titles are an accurate description of their role.
For example, if you manage your company's email marketing campaigns, your title might be something like "Email Marketing Manager." If you work in your company's customer service department, you might be a "Customer Service Representative."Read More
I'm going to let you in on a little secret: Not all of the content you create has to be 100% original.
I know. Mind-blowing, right? And for those of you inbound marketers plagued by the incessant demands of content creation, maybe also a little comforting?Read More
Turns out people have some pretty high standards when it comes to Twitter response time. Especially when they've got a bone to pick with your brand.
We recently came across some survey data from Lithium Technologies that shows just how critical response time is in social media if you're a brand.Read More
Are you using calls-to-action in your marketing? What about dynamic calls-to-action? As far as I'm concerned, dynamic calls-to-action are the only calls-to-action.
Not hip to the difference? Whereas a standard CTA is the same for every viewer, a dynamic call-to-action (CTA) -- or a Smart CTARead More
Views, visits, visitors -- it's all the same, right? Not so fast, speed racer. If that's your way of thinking, you could be misinterpreting your traffic data and making some ill-informed decisions.
Because lots of people tend to throw these various terms around all willy-nilly,Read More
Have you ever craved better insight into the performance of your individual tweets? Well, hold on to your hats, folks. On Friday, Twitter rolled out an enhanced tweet activity dashboard, which lets you see how many times other users have viewed and engaged with your organic tweets.Read More
A lot goes into a blog post -- which is also why there's a lot that can trip you up when you're writing one. Am I right, or am I right?
To keep you on your feet, we've compiled some of the most common things that can make you stumble during the blogging process ... and ways to maintain your balance.Read More
A few weeks ago, we reported that Gmail was experimenting with a brand new, Pinterest-like design for its Promotions tab.
Because the image-heavy design was so new and none of us had access to it yet, there was little more for us to say about it other than "it's coming." Well a few days ago I was luckyRead More
By now, you've probably heard about the importance of visual content. Social networks are displaying images more prominently in their feeds, and visual content tends to generate much more engagement than text-based content. It's not surprising -- our eyes naturally gravitate toward images, and content is much easier to consume when it's broken up by visual components.Read More
Trying something new for the first time can elicit a whole range of emotions. Whether you're nervous about the outcome or excited for the new challenge (or both!), there's always that element of the unknown.
And I'll bet anyone who starts blogging for the first time can relate. Will people read my posts?Read More
Our buddy Doug Kessler is at it again -- this time with yet another fantastic SlideShare presentation that should be required viewing for anyone who calls themselves a B2B marketer.Read More
Last week during the HubSpot content team's monthly meeting, we got into an interesting discussion about passion in writing. My colleague Dan Lyons, who comes from the media world, made a fairly obvious, but entirely accurate observation: "The best stories come when the writer is passionate about them."
Hard to argue with that, right?Read More
With real estate above, below, and to the side of your blog posts themselves, your blog is a lot more than just the content you publish to it. But with so many different widgets, plugins, and other add-ons out there to choose from, it can be tough to know what to include and what to leave out. Choices, choices.
This can leave blog managers in a tizzy, and the result is usually a blog littered with a ton of unnecessary bells and whistles. An over-cluttered blog can look messy and unprofessional, and when you have a lot of widgets and plugins competing for visitors' attention, it can also dilute the performance of those individual add-ons. And no one wants that.Read More
You know how the associates in retail stores usually give you a friendly, "Hi! Let me know if I can help you with anything today" when you walk through the door? Sure, they say it to everyone who enters the store, but there's just something about a friendly greeting that makes you feel appreciated.Read More
The bright side is, they can also be extremely rewarding from a return-on-investment perspective. But how do you know if all that commitment is actually leading to a positive ROI? Analytics, my friends. Analytics.Read More
Probably. For many marketers, subscriber emails were likely something you configured when you first launched your blog -- never to be thought about again.Read More
"A Festivus for the rest of us!"
If you were a fan of Seinfeld, you know that today, December 23rd, is the day we celebrate Festivus. If you weren't a Seinfeld fan, don't worry, you'll still find enjoyment in this post.Read More
You know how they say, "everyone loves a pregnant woman"? Well for my sake, I really hope that's true. Sunday night, I became the unfortunate victim of every marketer's worst(ish) nightmare: I accidentally posted to HubSpot's company Twitter account ... thinking it was my personal one. This is my story.
Look at you! You're blogging! Likely because you've heard us (or countless other sources) tell you how important and beneficial it is for an effective inbound marketing strategy. So ... where are all the readers? According to the movie Field of Dreams, "If you build it, they will come." So why aren't they coming?Read More
I love me a good infographic -- especially when it's an infographic about infographics. So when I came across this awesome one from Socially Sorted, I had to give it some love.
And the "7 Superpowers of a Knockout Infographic" infographic doesn't just spew out some stats about infographic usage. It actually supplies some great tips and best practices forRead More
"But I write about mortgages (or some other similarly 'boring' topic) -- there's no way I can possibly make my content fun to read." For many of you in the B2B boat, this is probably an excuse you can easily relate to.
But I'm going to fight you on this one because, hey, I'm a B2B content creator, too. And weRead More
Well folks, it happened. For the first time in 17 years, the United States federal government officially shut down today. This means that roughly 800,000 nonessential public sector employees were sent home from work without pay as legislators work toward a solution for implementing a new spending bill -- an extremely unfortunate situation for the workers filling those roles.Read More
Warning: This isn't one of those happy news updates that opens up new doors for your marketing -- like Facebook announcing embedded posts. Nope -- this is one that's going to actually close some doors for you. And like Peter Griffin says, it's really going to grind your gears. Yesterday, Search Engine Land reported that Google has made a change aimed at encrypting all search activity -- exceptRead More
Editor's Note: Facebook no longer supports the ability to add thumbnails to your page's tabs. Click here for a more up-to-date post about how to customize your Facebook Page.
Remember back when Facebook introduced the new Timeline design for Facebook Pages in February 2012, and we all scrambled to modify our business pages to mesh with the new design?
I honestly can't believe it was that long ago, but we all rushed to create and add Cover PhotosRead More
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