The Evolution of Content Marketing: How It’s Changed and Where It’s Going in the Next Decade

The Evolution of Content Marketing: How It’s Changed and Where It’s Going in the Next Decade

A sound content marketing strategy is one of the better ways a business can help shape its brand identity, garner interest from prospects, and retain an engaged audience. It lets you establish authority in your space, project legitimacy, and build trust between you and who you’re trying to reach. As you can assume, it’s well worth understanding. But that’s easier said than done. Content marketing isn’t static. The landscape of the practice is constantly changing. It doesn’t look the same now as it did ten years ago, and in ten years it won’t look the same as it does now. It’s a difficult topic to pin down — one with […]

Deal Performance in April Yields Cautious Optimism for May [COVID-19 Benchmark Data]

Deal Performance in April Yields Cautious Optimism for May [COVID-19 Benchmark Data]

The economic impact of COVID-19 is undeniable. Businesses all across the globe are learning how to adapt to these new circumstances and we’re all learning how to operate in a “new normal” that’s constantly changing. That’s why we’ll be publishing week-over-week trend data for core business metrics like website traffic, email send and open rates, sales engagements, close rates and more. We hope to establish useful benchmarks to measure your business against, and serve as an early indicator of when short- or long-term adjustments may be needed in your strategy. While this post focuses on the highlights of last week, you can explore all the data we’re publishing here.   […]

2020 Social Media Trends, According to HubSpot’s Social Media Professor

2020 Social Media Trends, According to HubSpot’s Social Media Professor

If social media trends from 2019 taught us anything, it’s that personalized content is key for success. We also saw brands starting to listen more closely to their audience. I only expect this to intensify in 2020 with the world moving towards tighter data regulations and higher expectations from people for the content they consume. The world is numb to generic social media broadcasts. On top of that, there are more social media channels than ever before, but the main three still lead the pack in regards to return on investment. In the most recent HubSpot Research survey, marketers reported that Facebook provides the biggest return on investment. To fine-tune […]

How to Implement Affordable AI in 3 Steps, According to the Marketing AI Institute Director

How to Implement Affordable AI in 3 Steps, According to the Marketing AI Institute Director

Artificial intelligence is continuing to make an impact on the business world. In fact, McKinsey predicts that up to $2.6 trillion in value will be unlocked by AI in marketing and sales alone. But, if you’re less tech-savvy, you might be intimidated by terms like “artificial intelligence,” “machine learning,” and “algorithms.” You probably also hear about these technologies and think to yourself, “My business definitely can’t afford that.” This makes sense. As a good marketer, you should be skeptical about high-priced emerging technologies. After all, we hear a lot of hype about AI from all sorts of blogs, news outlets, and vendors. But, still, sometimes it’s hard to tell how […]

How to Host an Inclusive Virtual Meeting, According to HubSpot’s Remote Work Manager

How to Host an Inclusive Virtual Meeting, According to HubSpot’s Remote Work Manager

As HubSpot’s remote population has grown from a handful of folks to over 300 in the past few years, we’ve learned a number of lessons on how to pivot in-person communications into a virtual environment. When it comes to a team meeting, we’ve learned that while the content often remains the same, the way in which that content is presented and discussed often needs to be modified to ensure that the information resonates and all attendees are actively engaged. We’ve all been on a conference call that goes something like this: But, with remote working on the rise, conference calls are no longer the only option. Today, there are loads […]

7 Creative Ideas for Your Next Facebook Live Event, from HubSpot’s Social Media Campaign Manager

7 Creative Ideas for Your Next Facebook Live Event, from HubSpot’s Social Media Campaign Manager

In 2016, Facebook released Live video on their platform. And in the past year, the time people spent watching Facebook Live has quadrupled. In fact, one in five videos on Facebook are now live streams. As we came into a new decade, it seemed the initial live streaming frenzy on Facebook had calmed down. But today, remote work and digital events are the norm. The effect: Live video is having its moment in the spotlight again. In fact, Facebook says the number of people in the U.S. watching live streams has increased by 50% since January. This leaves many marketers again asking: Should I go live? The answer will depend […]

9 Tips for Working With Teams in Different Timezones

9 Tips for Working With Teams in Different Timezones

As remote work and satellite offices become more common, marketers are discovering that global teams can be incredibly beneficial to a company’s culture and ability to hire diverse talent. In today’s workplace, diversity breeds new and unique ideas, allows us to look at our campaigns from different points of view, and benefits companies financially. In fact, by 2022, Gartner predicts that 75% of businesses with diverse frontline decision-makers will exceed their financial targets. But, despite all the benefits of having a diverse global staff, companies are still trying to figure out how to work successfully across different timezones. As someone who’s managed marketing initiatives at companies with remote employees and […]

Your CMS Is NSFW

Your CMS Is NSFW

Marketers have a secret — we hate our CMSes. Research from HubSpot found that the vast majority of marketers are unhappy with their CMS, with an NPS of -65. No, that’s not a typo. Let that sink in — negative 65. What’s going on? When businesses are just starting out, website management isn’t prohibitively difficult. CMSes designed for very small businesses allow marketers to own their company’s online experience without a developer or IT team’s help. But as businesses grow, our needs — and our organizations — change. As we expand into new markets, launch new products, and introduce new brands, new challenges emerge. Marketing leaders must coordinate with developers […]

The Bad Remote Work Habits You Should Avoid

A few years ago I was at one of those Big Group Dinners with my marketing team and our clients. There were about 15 of us. I liked the group, but I do not like Big Group Dinners — because at Big Group Dinners you eat and drink too much and you have to pretend you’re not tired and you wouldn’t rather be in bed sleeping. At this particular Big Group Dinner, I was exhausted. I’d been back and forth from NYC to Seattle a million times that month and had a ton of work to do after dinner. So wining and dining clients and schmoozing with my team was […]

4 Genius Tactics for Increasing Ecommerce Sales

4 Genius Tactics for Increasing Ecommerce Sales

Nothing about running an ecommerce business is straightforward or easy. The goal is, of course, to present a product on your ecommerce website, entice buyers to purchase through ecommerce marketing, and then process payments. This is how even the most basic ecommerce site should run. But, unfortunately, goals are often easier said than met. To meet your goals, you’ve got to put in work — especially if you’re working to build and grow your ecommerce business. Whether you’re an ecommerce veteran or are new the world of ecommerce, here are four genius tactics to entice buyers and increase sales. 4 Tactics to Increase Ecommerce Sales The world of ecommerce is […]