How to Adapt Your Content Into an Instagram Story, According to HubSpot Marketers

How to Adapt Your Content Into an Instagram Story, According to HubSpot Marketers

If you’re a marketer, at some point, it’s likely you’re going to be asked the question, “Is it on brand?” This is especially true for social media content. Companies with social media pages generally have a theme that relates to the organization. The use of colors, sensory details, and styling all contribute to the overall theme of a page. I, for one, love thematic Instagrams — they’re so aesthetically pleasing. When the colors, text, and photos all fit, I find myself going through all the content because it’s so easy to look at — the same is true for Stories. Sometimes, I come across posts that make me think, “How […]

The 17 Best Resume Templates for Every Type of Professional

The 17 Best Resume Templates for Every Type of Professional

While an eye-catching resume alone probably won’t land you your dream gig, it doesn’t hurt to put a little extra effort into how you present yourself on paper. The right resume design speaks to your individual skills and personality, and can propel your application to the top of the stack. But finding a cool design that also fits your professional identity can be a major hassle — and applying for jobs is already hard enough. We’ve scoured the web for some of the best resume templates to help you stand out in a sea of Times New Roman and crowded copy. You’ll want to steal each and every one of […]

How to Create Content for Every Stage of the Buyer’s Journey

How to Create Content for Every Stage of the Buyer’s Journey

No one wakes up in the morning and decides, “I’m going to buy something today.” Instead, they go through a path to purchase that includes research and evaluation before committing to a sales call. That journey is called the buyer’s journey. Because consumers are more informed and more empowered than ever before, it’s important to deeply understand your buyer persona and the journey they make so you can create content that helps them along that path while positioning you as an authority in your space. In this post, we’ll cover: Understanding the Buyer’s Journey in Marketing What a Marketing Funnel Is Marketing Channels for Each Stage of the Funnel Attract […]

How Broadcast Journalism Helped Me Pivot to Social Media Management

How Broadcast Journalism Helped Me Pivot to Social Media Management

Pivoting from a career in broadcast journalism was a big decision for me. I loved everything about a newsroom environment: the breaking news, researching topics, identifying sources for stories, and feeling like I had a pulse on trends and issues taking place in the world. I was successful at it, too. In fact, I worked at some of the biggest news corporations in the world, including CNN, ABC News, CBSLA and others. However, at some point — because I was spending so much time on social media listening for breaking news and looking for story ideas — my interest in social media evolved. I knew I wanted to make a […]

Lights, Camera, Action: How to Record a Webinar Worth Replaying

Lights, Camera, Action: How to Record a Webinar Worth Replaying

A few short months ago, I discovered the beauty of webinars. I love to learn more about the marketing industry. Every chance I get, I’m on LinkedIn searching for engaging content that teaches me something new about social media or content creation. And my favorite way to learn is by watching a webinar. By taking an hour out of my day, I can gain valuable insights from industry experts about virtually any topic. In most cases, I’m introduced to a new thought leader in the space, as well. The only downside to webinars is that a lot of them are live events. Most of the time, my schedule doesn’t allow […]

Upstream vs. Downstream Marketing, Explained

Upstream vs. Downstream Marketing, Explained

How many times have you seen a term for something you already knew about? This probably happens a lot, right? For example, before I took marketing classes in college, I had no idea that there was a term for making sure your content has a better chance of ranking highly on search engines. (Hint: This is search engine optimization, or SEO). You may already know about upstream and downstream marketing. When I learned what these two terms meant, I found myself saying, “Oh, so that’s what it’s called!” You’re probably here for the same reason. So, let’s talk about the difference between these two terms and how they work together. […]

What Is Co-Marketing? A Guide to Co-Branding Marketing Campaigns

What Is Co-Marketing? A Guide to Co-Branding Marketing Campaigns

As marketers, we are always looking for new ways to get more bang for our buck. Co-marketing allows you to do just that — the process involves two or more companies working together to reap the benefits of their combined efforts. We’ve compiled the co-marketing tips and tricks below to help you create a successful co-marketing campaign and relationship, from start to finish. Partner companies typically collaborate on promotional efforts for a co-branded offer. In a co-marketing partnership, both companies promote a piece of content or product, and share the results of that promotion. By levering the relationship and reach of a partner, co-marketing campaigns are designed to deliver more […]

How Brands Like Google, Twitch, and Sephora Built Brand Communities — and How You Can, Too

How Brands Like Google, Twitch, and Sephora Built Brand Communities — and How You Can, Too

Over the past few decades, companies, marketing departments, and c-suites have used the term “community” to refer to a smorgasbord of ideas, from wide-ranging organizational investments — such as neighborhood events or charity partnerships — to online forums and even simple email lists. These ideas aim to create some sense of the collective belonging people used to feel, long before our now-record isolation and loneliness. But most (and sometimes all) of these community-building measures are superficial, or even irrelevant, to what constitutes real community. We call the resulting so-called communities mirage communities: groups that organizations may label as communities, but that a trained eye can recognize are not. There are, […]

Reach and Delight (The Right) Customers with Cooperative Marketing

Reach and Delight (The Right) Customers with Cooperative Marketing

Let’s say you’re buying a new phone. You probably also have to buy a screen protector and case. But, never fear — The phone store has an array of both from different companies. They are bundled with the phone for a lower price. A phone store that bundles their products with complementary ones is an example of cooperative marketing. This offer takes advantage of products you’d already need to invest in when buying a phone, and uses that to entice you into purchasing. That way, instead of spending time and money to make a campaign about the phones a screen protector is great for, the cooperative partnership drives leads and […]

8 Ways Digital Rewards Can Help Marketers to Stand Out

8 Ways Digital Rewards Can Help Marketers to Stand Out

Many of us scroll past ads in our newsfeed, delete emails, or even run to the bathroom during commercial breaks. As consumers, we’re constantly bombarded with advertisements and calls-to-action. This is the challenge of marketing: campaigns are everywhere. And, if campaigns are everywhere, they can be easier to tune out and ignore. In fact, social click-through rates on ads went from 2.6% in late 2018 to 2% in late 2019, a sure sign that social media users have advertising fatigue. Ultimately, marketers need to try increasingly new and innovative approaches to grab consumers’ attention. Marketers work hard daily to create the exception: a message that can’t be ignored. Here, we’re […]