How Long Should Blog Posts Be in 2020? [New Data]

How Long Should Blog Posts Be in 2020? [New Data]

If you’re a blogger, you’ve probably asked your editor “how long should this blog post be” more times than you’d care to admit. And most of the time, you’ll hear an answer that sounds something like this: “However long it needs to be.” There’s certainly a nugget of truth in there — you shouldn’t beholden yourself to a character count that’s either too low or too high. However, any experienced blogger will tell you that there is an ideal length or range for how long your blog posts should be, especially when you take certain criteria into account like your audience, the topic, the structure of the post, and what […]

How to Actually Generate Leads on TikTok [Infographic]

How to Actually Generate Leads on TikTok [Infographic]

As a marketer, you’ve likely heard the buzz around popular social platform TikTok, which now has 500 million monthly active users and is the third-most downloaded app globally. The video-based social app has incredible potential for marketers, particularly since it’s so popular with the Gen-Z and millennial demographic. But, despite its potential, many marketers are unsure how to approach marketing on the app. Some brands are already making headway on TikTok, of course — for instance, Chipotle has over 55K fans on TikTok, while the NBA has an impressive 5.1 million. But, despite a few early adopters, most marketers still haven’t figured out how to monetize TikTok … or whether […]

How the Workplace Could Change for Marketers in 2020 [and Beyond]

How the Workplace Could Change for Marketers in 2020 [and Beyond]

Remember the TV show Mad Men? For many in my generation, it opened our eyes to what working in advertising was like in the 1960s. When the show began, ad executive Don Draper‘s creative team was made up of only men, there were nearly no HR policies to protect employees in the workplace, women with creative aspirations were stuck behind secretary desks, and everyone smoked in the office. Clearly — and luckily — workplaces have drastically changed. Today, I work with a diverse team to develop creative content for the HubSpot Blog. While I mostly work in-office, I occasionally write blogs from home. And, I’m not the only one. Roughly […]

Help! My Brand Went Viral: 16 Small Brands That Made It Big

Help! My Brand Went Viral: 16 Small Brands That Made It Big

When you think of viral marketing, your mind probably wanders to that Oreos “You can still dunk in the dark” tweet, which garnered an enviable 40,000 retweets and Facebook likes during 2013’s Super Bowl power outage. Or perhaps you think of the Dove “Real Beauty Sketches,” a video with more than 67 million views to date. When these global brands go viral, it’s not a huge surprise. Global brands have agencies and well-staffed marketing teams standing by to handle the good, the bad, and the ugly that can result when they go viral. But what happens to the little guys? What happens to small brands that hit on marketing gold, […]

How HubSpot Manages a Giant Website With a Tiny Team

How HubSpot Manages a Giant Website With a Tiny Team

I can’t write a single line of code. So, it was a big surprise to me when I was asked to lead our new global web strategy team three years ago. If you’ve followed HubSpot’s history, it’s also probably a big surprise to you that we had 20,000 customers and went public years before we had a team to manage our web strategy. And, as you might expect, things were pretty complicated before my team was implemented. Prior to 2016, we referred to our giant website as “the wild, wild west.” The brand team owned the homepage, but anyone who asked for access could make or edit any of our […]

Features vs. Benefits: A Crash Course on Proper Messaging

Features vs. Benefits: A Crash Course on Proper Messaging

Earlier, I was scrolling on LinkedIn and came across this ad. Instantly, I was impressed with the effectiveness of the language. The language, concise and clear, offers up the benefit of the product being marketed in a way that stops scrollers in their tracks, including me. Source Qordoba is an IT company that helps companies stay consistent with communication through AI technology. The company’s ad caught my eye by communicating the benefits reading the report will have when it comes to customer-facing content, which does interest me. ‘How are tech companies managing their voice, tone, & writing style guides across their various types of customer-facing content?’   After reading this […]

How to Leverage YouTube Advertising for Your Direct Response Campaign

How to Leverage YouTube Advertising for Your Direct Response Campaign

While brand advertising on YouTube has been around for a while now, adopting the platform for direct response B2B advertising is relatively new. Unlike branding, direct response focuses on compelling people to take immediate action after watching an ad. This action can be a site visit, sign-up, download, or purchase, which an advertiser can then track and measure. Google has recently shown an increasing interest in expanding YouTube’s offerings for performance advertisers with TrueView for Action — a powerful campaign type that helps drive leads and conversions. So it’s an ideal time to capitalize on a social platform that’s currently less competitive, slightly more affordable, and has a goldmine of […]

What a Social Media Target Audience Is and How to Find It

What a Social Media Target Audience Is and How to Find It

For my master’s program at Syracuse University, we were required to attend two immersion weekends. These weekends were filled with networking events, guest speakers, and industry leader presentations. The goal was to interact with classmates, faculty, and industry thought leaders to discuss the future of digital communication. One of the immersions in Los Angeles was focused on public relations. An amazing guest speaker was discussing company publics and one thing he said really stood out to me: “If you don’t explicitly include someone, you implicitly exclude them.” It’s important to keep that concept in mind when you’re learning about social media target audiences. Since you can’t target everyone (though you […]

What Does A/B Testing Have to do with Machine Learning?

To some marketers, A/B tests are a no-brainer. After all, there’s nothing like knowing which marketing content is preferred with your target audience, before sending it out to the masses. Even though the test is a timeless marketing technique, it can be a little frustrating because of the uncertainty of it all. Thankfully, there’s an unlikely superhero to point to when we’re talking about the upgrades to a regular A/B test — machine learning. If you’re finding inconclusive or unnecessary results after A/B testing, you might want to try machine learning to see if that can optimize your A/B tests. If you wish that A/B testing could be more simplified […]

How One Marketing Agency Earns Radio, Local, and National Television Coverage

How One Marketing Agency Earns Radio, Local, and National Television Coverage

Most of us grow up with dreams of making it on TV or the local radio with headlines like “Local Man Does Good” or “Neighborhood Woman Breaks World Record”. Unfortunately, many of us won’t see those dreams become reality — however, as marketers, we can create content that is worthy of making it big. My team at Fractl creates content with one goal in mind: to produce the most engaging and impactful human experiences on the web. Sometimes, those experiences are shared on traditional media outlets such as radio and television, as well. To help your brand increase exposure across a variety of traditional media outlets, let’s explore some techniques […]