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.Read More
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.Read More
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.Read More
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.Read More
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.Read More
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.Read More
Editor's Note: This post was originally published on Context, a publication brought to you by Medium’s Creative Strategy team. Follow the publication to keep abreast of the best ideas in brand storytelling.
Two years ago if you asked me to explain the concept of content marketing I would start by talking to you about planets.Read More
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.Read More
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.Read More
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?”Read More
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.Read More
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.Read More
At the end of every year, we like to read through some of the major reports on inbound marketing, content marketing, social media, and online behavior.
It’s amazing how fast things can change in 12 short months -- and 2016 was certainly no exception.Read More
Think about your favorite book for a moment. How did it make you feel when you read it? Is that part of what made it such a compelling story?
My favorite book series is Harry Potter, and apart from the awesomeness that is a magical boarding school, the font in which it was published may have influenced my affection for the series.Read More
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.Read More
Creating content isn't always a walk in the park. (In fact, it can sometimes feel more like trying to swim against the current.)
While other parts of business and marketing are becoming increasingly automated, content creation is still a very manual job.Read More
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.Read More
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.Read More
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.Read More
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.Read More
Growing up, I was fascinated by my mom's shorthand notes. The cryptic symbols she'd write blindly while listening through our 1980s-era phone with a 12-foot cord were a different language -- vestiges of a different time.
"You'll never need to learn shorthand because you'll type all your notes," she explained.Read More
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?Read More
Words are hard.
Whether you're a published author or just getting started with blogging, it's not always easy to string words together in a way that makes sense, sounds good, and makes the reader feel something.Read More
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.Read More
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.Read More
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.Read More
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.Read More
Does any aspect of your job intimidate you?
For content creators, sometimes the most stressful part of the role can be opening a completely blank document to start a new project.Read More
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).Read More
I was ready to buy. My finger hovered over the “Add to Cart” button. But I still wasn’t sure.
While all the images on the site were professional and inspiring, not one of them was user-generated or showed an outfit on an average-sized human being. If I’m spending a couple hundred dollars on a dress, I want to know it will be flattering on my body (and I’m not a size zero -- who is?). That conversion didn’t happen. I’m shopping elsewhere.Read More
Stagnant organic traffic is the last thing you want to see when reviewing metrics, but it’s an issue that every marketer deals with at some point.
Those dips and plateaus in traffic can come from industry changes, how your audience digests content, the amount (and quality) of new content you’re producing, or how relevant your older content is.Read More
Even with all of the resources available for content strategy and amplification, we know there’s no magic formula for making content go viral.
And while many businesses aren't trying to compete with celebrity gossip in the virality arena, they are looking for links and conversions to drive their goals forward. In other words, getting a lot of eyes on your content is key.Read More
If you're growing a company, chances are you're challenged with choosing the right tools to help you grow.
Both at HubSpot and at other businesses I've helped advise, I've seen marketing and sales teams experiment with all sorts of different tools they've hoped would drive growth. Some of these tools did help the team grow. Others slowed growth down or blocked it altogether.Read More
Content marketing has seen a lot of changes over the past few years, in particular around the way that marketers have gone about actually developing their content. A lot of this has come down to the rapidly evolving search engine landscape, as well as a huge shift in the way that people are discovering content.Read More
What does being in a "content rut" mean to you?
Perhaps the words remind you of writer's block, when you couldn't think of fresh topic ideas. (We've all been there.) Or maybe it makes you think of those days, weeks, or even -- horror of horrors -- months when your content seems to be falling kind of flat.Read More
They say a picture is worth 1,000 words. In reality, a picture is worth closer to 84.1 words depending on a variety of other factors, but let’s face it, that’s not as catchy.
The original point of the saying still stands, though: Images communicate information more effectively than text alone, and they’re best when working together.Read More
It’s been a year since Twitter polls became an option for users to engage, entertain, and survey their social media audience. And just recently we’ve found ourselves asking, “Are there any brands out there that are really using Twitter Polls well?”
In the not-so ancient past, Twitter users used to tweet out makeshift polls and use likes, retweets, or replies to get their “results.”Read More
LinkedIn is the #1 social media platform for B2B content distribution. That makes it a key platform to generate leads, build professional relationships, and drive leads.
But it’s not enough to use LinkedIn just to build an organic following. If you want to effectively expand your content's reach and get it in front of the right eyes, you should be using LinkedIn's Sponsored Content feature.Read More
We've all heard the mantra, "Don't settle for anything less than you deserve."
Yet for some strange reason, many people continue to push out cheap (and usually cheesy) stock photography to serve as a representation of their brand.
But the truth is, high-quality stock photos don't have to come hand-in-hand with a hassle or high price tag.Read More
For many businesses, the key to making sales is to first generate leads.
Leads are valuable because they're the people who have indicated organic interest in your content and your business by giving you their information in some way, whether it's by filling out a form to download an ebook, completing an online survey, or something else.Read More
Not having enough of the right people on your content team is a problem for many of today’s marketers. In fact, 38% of B2B marketers say HR and staffing issues are responsible for delayed success in content marketing, and 22% blame a lack of training and education.
Developing, executing, and measuring a content marketing plan can be difficult under the best of circumstances. But when you’re not adequately staffed, even the most well-conceived content marketing plan can struggle.Read More
When I was eight, I became stuck on a particularly tough Where’s Waldo scene. It was so difficult that I became convinced that Waldo -- the character I needed to find -- wasn’t in it at all. I began thinking the whole thing was a joke, full of red herrings.
And then I found him. And after that, I could never un-see him. And, strangely, whenever I saw a classmate struggling with that same difficult scene, I’d become frustrated, even angry.Read More
Want to drive traffic to your blog and boost your social activity?
Well, I've got a simple solution to help you achieve just that: An expert roundup.
And the best part is, you only need to write 20% of the content -- the other 80% is written by experts in your niche.Read More
Successful content marketing is about creating a connection between your audience and your brand.
This doesn’t mean just throwing content at them. It means creating content that they truly value -- content that serves their needs and addresses their biggest pain points. And this type of content is much easier to create when it's informed and driven by empathy.Read More
If you look at how product pages take shape across different companies, it's clear that they run the gamut. Some go for the direct approach, displaying an image of a product and explaining why someone should buy it. Other companies create elaborate pages with moving parts and fancy coded elements.
Of course, some companies fare better than others at creating delightful product pages.Read More
As a marketer, you’re used to leveraging a variety of channels to promote your business, up to and including content marketing.
According to HubSpot's annual State of Inbound report, 60% of marketers reported "blog content creation" as one of their top priorities -- with interactive content creation (41%), long-form content creation (33%), and visual content creation (33%) not far behind.Read More
Content marketing is constantly evolving, which is what we here on the HubSpot blogging team love about our jobs. It keeps things interesting. And while it’s easy to get caught up in experimenting with innovative content, it’s important that we pay close attention to how our readers are changing, too.Read More
I recently came across the greatest dog bed in the history of dog beds -- seriously, it felt like it was made of clouds. And after asking the dog owner about it, I was pleasantly surprised to find out that the same company also made regular beds. (Score.)
Needless to say, I'm now the proud owner of the human-version of said dog bed.Read More
In the past, content marketing revolved around one thing: your blog. Marketers lived by the promise that if they wrote quality articles on their website's blog, traffic would come. And after decades of interruptive television commercials and dinnertime cold calling, it was a welcome change in the world of marketing and selling.
But, your website isn't as important as you think -- at least not on its own.Read More
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