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Content Marketing Blog Posts

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Marketing / June 23, 2017 We Asked Our Audience What They Really Think of PDF Ebooks: A HubSpot Experiment
We Asked Our Audience What They Really Think of PDF Ebooks: A HubSpot Experiment

By Bethany Cartwright

pdf-preferences-experiment-compressed.jpg

I don't know about you, but I barely print anything anymore.

Seriously, think about it -- when's the last time you had to type Command + P and print out a document? Between e-tickets, virtual payment options, and online signature tools, I think the last thing I printed out was the lease for my apartment.

So you can imagine my surprise when HubSpot's audience started telling us they still like to print out our ebooks -- which are often 20 or 30 pages in length -- instead of viewing them on a web page.

In 2017 -- during the era of self-driving cars, augmented and virtual reality, and artificial ... Read More

Marketing / June 15, 2017 How to Write Catchy Headlines and Blog Titles Your Readers Can't Resist
How to Write Catchy Headlines and Blog Titles Your Readers Can't Resist

By Corey Wainwright

It's one thing to write great content, but it's another thing to get it read and ranked -- which is where nailing the title comes in.

Titles are what sell the content. They represent it in search engines, in email, and on social media. It's no surprise, then, that some of the most common questions we get concern crafting titles.Ready to take your blog to the next level? Take our free inbound marketing  certification course here. 

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Marketing / June 13, 2017 The 10 Best User-Generated Content Campaigns on Instagram
The 10 Best User-Generated Content Campaigns on Instagram

By Sophia Bernazzani

When it comes time to make a purchasing decision, who are you more likely to trust -- a brand, or a fellow consumer who uses the product?

We're more likely to take recommendations from friends and family members than brands when it comes time to make buying decisions -- and that's the logic behind user-generated content on social media.

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Marketing / June 12, 2017 The Best of B2B Marketing Content: 9 Examples
The Best of B2B Marketing Content: 9 Examples

By Meghan Keaney Anderson

Here at HubSpot, some of the most awe-inspiring moments take place when we get to take new products and features for a test drive. We transform, if it's even imaginable, into even bigger geeks than we normally are, squealing with the excitement typically reserved for iPhone launches and new seasons of Netflix series. But alas -- this glee is caused by software we use every day at work, and will eventually get to share with other marketers.

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Marketing / June 9, 2017 How HubSpot, Moz, Buffer, and TrackMaven Staff Their Content Teams
How HubSpot, Moz, Buffer, and TrackMaven Staff Their Content Teams

By Sophia Bernazzani

It’s always valuable to look at how other organizations within your industry get things done every day. And It’s particularly valuable to look at how an organization you admire, or aspire to emulate, has nailed what they do.

When we read in 2016 that BuzzFeed was changing the entire way its content creation team was structured, it made us curious about how we were creating our own content. Were we dedicating enough resources to video content? Was our social media strategy as built out?

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Marketing / May 24, 2017 How to Leverage User-Generated Content in Your Marketing Strategy
How to Leverage User-Generated Content in Your Marketing Strategy

By Pierre de Braux

These days, the phrase "content is king" still holds true (to an extent). But the rules surrounding content production as well as our understanding of it as marketers has changed. No longer is it about having content in spades, it's all about quality.

Having one great piece of content is always going to be better than 10 second-rate pieces that don't add any value for readers. However, if you can consistently produce great content on a regular basis, that's enough to dominate the online marketing realm.

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Marketing / May 18, 2017 Women Shave Because of Marketers: How the Industry Created Demand for Women's Razors
Women Shave Because of Marketers: How the Industry Created Demand for Women's Razors

By Sophia Bernazzani

If you've spent time in front of a television lately, you're probably familiar with the formula for many women's razor ads: A woman shaves and gets glowing legs that attract positive attention from her male counterpart. You can see the formula at work here, here, and here.

If you roll your eyes when you watch these ads, you're not alone. But this formula has been highly lucrative for more than a century.

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Marketing / May 11, 2017 10 Content Curation Tools Every Marketer Needs
10 Content Curation Tools Every Marketer Needs

By Patrick Armitage

"Curation" is one of those words that's always conveyed coolness to me. Take, for example, the job of curating art for a gallery, or curating music for a soundtrack. Cool, right? Content curation is just as much fun -- and just as important.

For the uninitiated, content curation consists of finding material relevant to your audience from a variety of sources, and sharing it strategically through your communication channels. For example, writing a roundup blog post of great marketing examples would require you to curate strong samples of content relevant to what you're writing about. And while very cool, it can be tricky. There are many, many social networks, news feeds, emails, and infographics full of such content that can demand your time and attention.

Click here to download our full collection of free templates for designing  stunning visual content including infographics and more.

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Marketing / May 10, 2017 Is Interactive Video the Next Big Thing? 3 Creative Examples from Brands
Is Interactive Video the Next Big Thing? 3 Creative Examples from Brands

By Adam Hayes

It's hardly a revelation to say that online video content is phenomenally popular. Millions of words have been written on the subject, and millions more will no doubt follow.

But one of the great things about marketers is that we're always looking for what's next. We know that it's not enough to rest on our laurels, or rely on things that have worked in the past.

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Marketing / May 5, 2017 A Brief History of Content Marketing, Back to the Future Edition [Infographic]
A Brief History of Content Marketing, Back to the Future Edition [Infographic]

By Amanda Zantal-Wiener

If you ask us, there are three things that we marketing nerds might love more than anything else: History, visual content, and the 1985 film Back to the Future.

So when it came to our attention that our friends at Uberflip combined all three of them, we were thrilled, to say the least. An infographic that uses our most beloved 1980s movie characters to explain the history of content? Be still, our beating hearts.

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Marketing / May 3, 2017 5 Examples of Creative Shoppable Content from Brands
5 Examples of Creative Shoppable Content from Brands

By Ryan Philemon

Remember the good old days of catalog shopping? A simpler time when you could flip through pages of a glossy magazine, ogling at advertisements that captured your attention, drew you in, and immediately transformed you into an interested customer.

A lot has changed for brands since those nostalgic times. Thanks to social media and content inundation, brands are having difficulty bridging the gap between browsing and buying. How can you turn engagement into actual conversions?

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Marketing / May 2, 2017 How to Use Infographics to Get Leads From Your Website
How to Use Infographics to Get Leads From Your Website

By Diana Urban

I’m a sucker for a good infographic. Sometimes, it seems like it’s hard to come across a truly remarkable one -- one that’s achieved the perfect trifecta of good design, readability, and reliable data. But when they’re well-executed, infographics work wonders, transforming complex topics and dry statistics into visually enticing content. They’re liked and shared on social media 3X more than any other type of content. And, as a result, they can be an excellent tool for driving more traffic to your website.

But here’s a fun fact: Infographics can also be a helpful device to generate more leads.

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Marketing / May 2, 2017 20 Creative Writing Prompts That'll Help You Beat Writer's Block [Infographic]
20 Creative Writing Prompts That'll Help You Beat Writer's Block [Infographic]

By Carly Stec

I've written a lot of blog posts over the past few years. (Read: I've stared at a lot of blinking cursors on blank screens over the past few years.) And if there's one thing I've learned about business blogging, it's that getting started is often the hardest part.

When you're tasked with writing regularly and writing well, it's natural to feel some pressure. My advice? Rather than letting that stress overcome you, consider what you can do to regain control of your time and output.

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Marketing / April 26, 2017 45 Engaging Examples of Interactive Storytelling in Content Marketing
45 Engaging Examples of Interactive Storytelling in Content Marketing

By Eric Peters

As inbound marketers, content plays an important role in attracting attention to our company and building trust with our prospects. Our content can come in many different formats, and the format we choose can speak volumes about the research and ideas within.

Interactive content has become increasingly more popular as brands try to cut through the noise and keep prospects' attention long enough to deliver a message.

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Marketing / April 25, 2017 The Character Count Guide for Blog Posts, Videos, Tweets & More
The Character Count Guide for Blog Posts, Videos, Tweets & More

By Lindsay Kolowich

When it comes to writing text for your blog and social media posts, many marketers wonder, "But what's the character limit?" It's never a simple question -- sometimes, it's answered by parameters established by certain channels. And on other occasions, it's more a question of what's ideal.

For example, you probably know the character limit for a tweet is 140, but did you know that the ideal length is actually less than that? (Hold tight -- we'll explain why.) 

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Marketing / March 29, 2017 How Visuals Will Impact Marketing in 2017, According to New Data [Infographic]
How Visuals Will Impact Marketing in 2017, According to New Data [Infographic]

By Sophia Bernazzani

There's a reason most children's books are filled with pictures.

Sure, the pictures help parents keep their children still and quiet for the few minutes they're reading to them. And that's largely because visuals are engaging and help explain complicated concepts better than text alone.

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Marketing / February 21, 2017 14 of the Best Brands on Instagram Right Now
14 of the Best Brands on Instagram Right Now

By Lindsay Kolowich

For a while now, it's been clear that Instagram isn't just a social network for selfies and brunch pics. In fact, Instagram has a whopping 600 active monthly million users as of December 2016, the last 100 million of which joined in the prior six months.

In a world where visual content remains a crucial part of any business' marketing strategy, Instagram marketing presents a unique opportunity to visually represent your brand, celebrate its personality, and keep it top-of-mind for all those users who scroll through their Instagram feeds every single day.

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Marketing / February 3, 2017 The Top B2B Content Marketing Trends to Watch This Year [Infographic]
The Top B2B Content Marketing Trends to Watch This Year [Infographic]

By Sophia Bernazzani

If you're a B2B marketer who isn't investing in content creation, you're in the minority -- 88% of B2B marketers surveyed by Content Marketing Institute and Marketing Profs said their organization used content marketing to further their goals in 2016.

Developing a sound content marketing strategy is worth it: We found that B2B companies that blogged 11+ times per month had almost 3X the traffic as companies that blogged only once per month.

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Marketing / February 1, 2017 How to Write a Case Study: The Ultimate Guide & Template
How to Write a Case Study: The Ultimate Guide & Template

By Amanda Zantal-Wiener

Earning the trust of prospective customers can be a struggle. Before you can even begin to expect to earn their business, you need to demonstrate your ability to deliver on what your product or service promises. Sure, you could say that you're great at X, or that you're way ahead of the competition when it comes to Y. But at the end of the day, what you really need to win new business is cold, hard proof.

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Marketing / January 27, 2017 The Goldfish Conundrum: How to Create Content for Short Attention Spans
The Goldfish Conundrum: How to Create Content for Short Attention Spans

By Sophia Bernazzani

The creation of mobile devices has made multitasking close to ubiquitous in the modern world. Between social media, live streaming, and digital news, it’s hard to imagine a time of day when we aren’t tempted to look at a screen while we’re doing something else at the same time.

Because of this phenomenon, it should come to no surprise that the average human attention span has fallen to just eight seconds -- shorter than that of a goldfish.

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Marketing / January 24, 2017 63 Web Design Terms Every Marketer Should Know
63 Web Design Terms Every Marketer Should Know

By Amanda Zantal-Wiener

When you're new to marketing, especially on a small team, you might have to do a lot of things at a moment's notice. And when it comes to things like blogging and social media, sure, you've got this. But soon enough, you're being pulled onto design projects. One day you're mocking up an infographic; the next, you're designing an ebook. You feel woefully unprepared -- and that design vocabulary? It can feel like a foreign language.

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Marketing / January 19, 2017 How to Plan a Content Marketing Strategy: A Start-to-Finish Guide
How to Plan a Content Marketing Strategy: A Start-to-Finish Guide

By Justin McGill

Whether you're just starting out with content marketing or you've been using the same strategies for a while, your content marketing plan needs to be better than ever for 2017.

Why? This year, you've got even more competition -- according to Content Marketing Institute, 70% of B2B marketers surveyed say they are creating more content this year than they did in 2016.

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Marketing / January 18, 2017 10 About Us Page Examples That Are Probably Better Than Yours
10 About Us Page Examples That Are Probably Better Than Yours

By Lindsay Kolowich

Building a website is, in many ways, an exercise of willpower. It’s tempting to get distracted by the bells and whistles of the design process, and forget all about creating compelling content. But it's that last part that's crucial to making inbound marketing work for your business.

So how do you balance your remarkable content creation with your web design needs? It all starts with the "About Us" page.

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Marketing / January 17, 2017 How to Deliver a Presentation That Commands Attention From Senior Management [Free Guide]
How to Deliver a Presentation That Commands Attention From Senior Management [Free Guide]

By Kate Taylor Mighty

It always feels way more intimidating to present your ideas to senior management than it does to share them with peers, wouldn't you agree? A room full of higher-ups has a completely unique agenda and way of evaluating proposals due to their responsibility for the success of the company -- and many of us marketers don’t know how to tailor our presentations to their preferences.

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Marketing / January 12, 2017 How Millennials and Baby Boomers Consume User-Generated Content [Infographic]
How Millennials and Baby Boomers Consume User-Generated Content [Infographic]

By Sophia Bernazzani

Between photos of beautiful dinners created with the help of meal delivery services to videos featuring the "unboxing" of a new mobile phone, people love to share their experiences with brands on social media.

This type of content is known as user-generated content (UGC), which is produced by actual product users through their own publishing and social media platforms.

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Marketing / January 11, 2017 Do People Still Read? How Offsite Content Attracts Quality Readership
Do People Still Read? How Offsite Content Attracts Quality Readership

By Amanda Zantal-Wiener

Here at HubSpot, we spend a lot of time thinking about the future of content. We ask questions like, “Which will come out on top -- augmented reality or virtual reality?” and "Will AI take over our blog?"

And, in a stroke of paranoia brought on by the 1960 film The Time Machine, I often ask myself, “Will people still read?”

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Marketing / January 9, 2017 Which Blogging Tactics Produce the Strongest Results? [New Survey Data]
Which Blogging Tactics Produce the Strongest Results? [New Survey Data]

By Barry Feldman

When it comes to business blogging, how much time do people put into creating posts? How long are their articles? What goes into them? How often do they publish new content? How do they promote their posts? Do they measure the results?

The answers to any and all of the questions deliver interesting insights on the state of digital marketing.

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Marketing / January 5, 2017 Why You Need to Focus on Video Marketing in 2017 [Infographic]
Why You Need to Focus on Video Marketing in 2017 [Infographic]

By Sophia Bernazzani

2016 saw a surge in the popularity of video as a content marketing format. From 360-degree videos to Facebook Live, marketers are responding to audiences' shorter attention spans by making content more interactive and visual -- and it's paying off.

Video is growing to dominate your audience's online activity: 78% of people watch videos online every week, and 55% watch videos online every day.

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Marketing / December 28, 2016 How to Launch & Manage a Successful Blog in 2017 [Free Planner]
How to Launch & Manage a Successful Blog in 2017 [Free Planner]

By Kate Taylor Mighty

There’s no denying it: Blogging for your business works. According to our 2016 State of Inbound report, B2B marketers who blog receive 67% more leads than those who don’t, and marketers who have prioritized blogging are 13X more likely to enjoy positive ROI.

Blogging is a crucial part of inbound marketing because it allows you to quickly disseminate helpful information to your followers and new site visitors, which, in turn, helps build credibility, SEO juice, and helps you become more of a thought leader in your industry.

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Marketing / December 20, 2016 10 of the Best Out-of-Office Messages We Could Find
10 of the Best Out-of-Office Messages We Could Find

By Amanda Zantal-Wiener

When it comes to the final days before vacation, people tend to fall into one of two camps: 1) those who watch the clock incessantly, and 2) those who are so busy before they leave, they might even forget to put up an out-of-office email message.

If you're anything like I am, you probably fall into team two. That doesn't leave a lot of time to get creative. But if you plan ahead, you might be able to craft some hilarity.

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Marketing / December 14, 2016 How to Plan a Seasonal Marketing Campaign: A 5-Step Guide
How to Plan a Seasonal Marketing Campaign: A 5-Step Guide

By Emma Derbyshire

Seasonal events and celebrations present different opportunities for different business sectors. For many brands, seasonal opportunities are huge and often the most commercially critical times of the financial year.

But planning an effective seasonal campaign not only takes a lot of organisation, it also takes a considerable amount of time. For this reason, smaller brands tend to let these opportunities come and go without making the most of them.

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Marketing / December 6, 2016 Google Is Shifting to a Mobile-First Index: What Marketers Need to Know to Prepare
Google Is Shifting to a Mobile-First Index: What Marketers Need to Know to Prepare

By Jeffrey Vocell

We’re living in a mobile-first world. For most of us, that means from the moment you wake up in the morning, your phone becomes a part of your daily routine -- from silencing your alarm, to reviewing the daily news, to checking email, and so on.

And search engines are seeing the result of this trend: search queries on mobile have now surpassed desktop-based queries.

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Marketing / December 5, 2016 How the Brain Processes Different Types of Content [Infographic]
How the Brain Processes Different Types of Content [Infographic]

By Sophia Bernazzani

Sometimes, the movie adaptation of a book is better than the book itself. Maybe it's the acting, maybe it's the special effects or the soundtrack, or maybe the story is simply better told on the big screen than in our imaginations.

The reason? Different stories are better told in different formats depending on the message they're trying to convey.

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Marketing / November 28, 2016 How to Write an Introduction: A Simplified Guide
How to Write an Introduction: A Simplified Guide

By Amanda Zantal-Wiener

Blink. Blink. Blink. It's the dreaded cursor-on-a-blank-screen experience that all writers -- amateur or professional, aspiring or experienced -- know and dread. And of all times for it to occur, it seems to plague us the most when trying to write an introduction.

I mean, you already have a blog post you want to write. Can't you just dive in and write it? Why all the pomp and circumstance with this dag-blasted introduction?

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Marketing / November 23, 2016 Instagram Launches Live Video & Ephemeral Messages: Here's What You Need to Know
Instagram Launches Live Video & Ephemeral Messages: Here's What You Need to Know

By Carly Stec

Some of the greatest discoveries of all time came to fruition at the intersection between two ideas. Think about it: Peanut butter and jelly sandwiches, pajama jeans, and sporks ... just to name a few.

This week, Instagram proved the power of cross-pollinating ideas once more when it announced the addition of live video on Instagram Stories and disappearing photos and videos in Instagram Direct.

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Marketing / November 21, 2016 Why Data Is The Real MVP: 7 Examples of Data-Driven Storytelling by Leading Brands
Why Data Is The Real MVP: 7 Examples of Data-Driven Storytelling by Leading Brands

By Jacqueline Zenn

Data-driven content strategies are a hot marketing industry trend at the moment, but this is a trend that has some legs. After all, why not make all the data you gather from current and potential customers work for you?

You see, data is the real MVP of marketing: It can be used to measure the effectiveness of your campaigns, track the overall health of your brand, and (when used properly) it can help to spark new content ideas.

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Marketing / November 18, 2016 Grammar Police: 30 of the Most Common Grammatical Errors We All Need to Stop Making
Grammar Police: 30 of the Most Common Grammatical Errors We All Need to Stop Making

By Amanda Zantal-Wiener

Even after years of education, there are some things that some people still mess up. For me, it's algebra. For others, it's the laws of physics. And for many, it's grammar.

It's not easy. Words and phrases that sound fine in your head can look like gibberish when written down -- that is, if you even realize you made a mistake in the first place. It's easy for little grammar mistakes to slip by, especially when you're self-editing.

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Marketing / November 17, 2016 How to Experiment With Controversial Content (Without Alienating People)
How to Experiment With Controversial Content (Without Alienating People)

By Andrea Lehr

Content marketing continues to dominate as a key component of a successful marketing strategy, but to see strong results, you need to regularly produce content -- specifically content with a high-viral potential.

Most marketers would argue that no one can predict whether or not something will go viral, but a lot of these same individuals simply aren’t satisfied with run-of-the-mill results.

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Marketing / November 16, 2016 SEO Basics: The 6 Most Important Things Marketers Need to Know [Infographic]
SEO Basics: The 6 Most Important Things Marketers Need to Know [Infographic]

By Lindsay Kolowich

Search engine optimization (SEO) isn't all about focusing on keywords anymore. Search engines are getting smarter and better at understanding a searcher’s intent and how they can provide them with meaningful content.

Over the past few years, marketers have lived through everything from changes in search behavior (like the serious increase in mobile search queries) to search engine algorithm updates (like Google's rewarding more secure websites).

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