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Creating Engaging Blog Posts: Lessons From Good Journalism

Posted by Laura MacPherson

October 27, 2017

Good journalism can teach us a thing or two about creating blog posts. Journalists and inbound marketers who are dedicated to their craft have something in common: they commit to doing the things that engage their readers. 

Here are five lessons from journalism that companies can apply to their blog writing to increase engagement—and get better results.

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Topics: content marketing, media, lauramacpherson, professional services, blogging

How to Stop Your Marketing Budget from Being Cut

Posted by Alan Vitberg

July 26, 2017

 

At some point in your career, it’s likely that you’ll have a conversation with a C-suiter who will tell you that your marketing budget is being cut because the company must tighten its belt.

That conversation will quickly put a damper on how you think you’re being perceived by the company and will likely have a negative effect on your enthusiasm to champion some really great marketing ideas. 

It’s not that the C-suite doesn’t like you, or doesn’t appreciate your efforts, or like the work you’re doing. When you’re told that you face a budget cut, what this means is that you’re not showing value —a return on investment—for how the marketing budget is being spent.

There are a number of culprits that may be in play here:

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Topics: content marketing, leadership

Pinterest... It's Not Just for Mommy Bloggers

Posted by Brian Hasenbauer

March 13, 2017

 

When Pinterest first came onto the social media scene in 2010, most B2B marketers wrote it off as “a great place for mommy bloggers.” This perception, whether real or imagined, has led to a slower adoption of Pinterest by B2B marketers as an acceptable social media platform. Many B2B marketers default to Facebook, Twitter, and LinkedIn when looking for ways to promote their products and increasing brand awareness. But’s that not all that Pinterest is good for.  

While Pinterest is a wonderful platform for curating images of things that you like, it’s also a great place for B2B marketers to educate leads and prospects about their offerings and to generate website traffic. Pinterest is also an ideal place to find inspiration and new ideas on a wide array of topics. At times, I have been so inspired by what I have found on Pinterest, it’s reminded me of the inspiration from a TED Talk, but with still images.  

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Topics: content marketing, infographic, brianhasenbauer, Pinterest

The Most Used/Effective Content Marketing Tactics for Staffing & Recruiting Firms

Posted by Alan Vitberg

March 8, 2017

Staffing agencies and recruiting firms are coming to the realization that content marketing needs to play an ever more important and visible role in the mix of strategies and tactics used to grow their brand and generate leads from employers.

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Topics: content marketing, staffing+recruiting agencies

Training Resources for Lifetime Sales and Marketing Learners

Posted by Brian Hasenbauer

February 10, 2017

During the 2016 HubSpot Inbound Conference last year, about midway through I got to a point where I was feeling overwhelmed with information about new products, updates to HubSpot, new books to read, and trying to remember all of the new people I had met that week. All the information was great, but it all came at once. Conferences like Inbound shouldn’t be the only opportunity that we have each year to learn and grow in our sales and marketing careers.

This morning I was reminded of my continued enthusiasm for learning when one of my friends asked on Facebook, “Does anyone know anything about Google Analytics?” I instantly knew that the best resource for this person was the Google Analytics Academy that I often visit to learn more about digital marketing and specifically how to better analyze website data using Google Analytics. When I sent over the link to the course, it prompted my memory regarding all of the great, free materials for sales and marketers that exists and I started to catalog them.  

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Topics: content marketing, Sales, brianhasenbauer, training

53 Really Good Content Marketing Ideas Your Sales Team is Going to Love

Posted by Alan Vitberg

February 8, 2017

It’s Official: “Always Be Helping” Replaces “Always Be Closing (ABC)” as Key to Business Development

Janice and I happened to catch that great David Mamet movie Glengarry Glen Ross a few days ago, with that chilling scene where Alec Baldwin harangues a pathetic group of real estate salesmen to “always be closing.”

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Topics: content marketing, sales leads

Prevent Your Marketing from Sounding Like a Used Car Ad

Posted by Laura MacPherson

January 30, 2017

 

There’s a lot of bad marketing out there—websites, emails, and landing pages that sound more like used car ads than anything else. (No offense to used car dealerships. . . .) The “experts” and the “gurus” fill the interwebs with grand pronouncements and declarations, claiming that their “world class” methods help “thousands” of “Fortune 500 companies” “crush it.”

People can sniff out a fraud from miles away, and even if you’re not one of them, you sure don’t want to sound like one. Here are 5 ways to keep yourself from sounding sleazy.

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Topics: content marketing, inbound marketing

5 Books to Add to Your 2017 Reading List

Posted by Dani Buckley

January 18, 2017

Knowledge is power. Most of us understand the importance of continued self-learning and staying on top of news, trends, research, and best practices when it comes to marketing and business. However, it can sometimes be tough to find the best books to dedicate our limited free time to among the endless list of titles available, from audio to hardcover to ebooks.

With the help of some of my colleagues, I’ve developed a list of some more recently published books that we think should make it onto your 2017 reading list. I’d love to hear in the comments below any books you found especially useful in 2016 or that you have already added to your library for 2017.

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Topics: content marketing, Sales

How to Sell Inbound Marketing to Your Boss — So You Can Get Better Leads

Posted by Brian Hasenbauer

January 2, 2017

If you know anything about inbound marketing, you know how powerful it can be in generating quality,interested leads. You're probably sold on the idea of implementing inbound marketing. But there’s one problem: You can’t get your boss to sign off on starting an inbound marketing program.

Maybe it’s because your boss is unfamiliar with the terminology, or worried about the amount of work it’ll add to your already-full plate. Maybe he or she needs more information about the benefits of inbound marketing. Maybe he or she just doesn't know how inbound marketing works.

This post is for you, to show your boss. It’ll walk through the foundations of inbound marketing, and show the benefits. It’ll detail the level of work involved, and offer tips on how to streamline the process.

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Topics: content marketing, inbound marketing, brianhasenbauer

How to Prepare for Chatbots

Posted by Brian Hasenbauer

November 25, 2016

After spending almost a week at the HubSpot Inbound conference, you can’t help but come away a little smarter and with some good insight into what the future holds for sales and marketing technology. However, after you get back to wherever home is, you need to be able to interpret the trends and the insights and turn them into strategies and tactics. Siting in conference break out sessions and learning about the technology of the future is the easy part. Implementing it appropriately and knowing what do with this new-found knowledge is the difficult part and the one that most companies struggle with and need help with.

At INBOUND 2016, the area that I found most interesting and possibly game changing is the area surrounding chatbots and specifically what role they can play in the buyer's journey. Dharmesh Shah, the co-founder of HubSpot, spent a good amount of time during his keynote discussing the new GrowthBot chatbot and walked through a short demo of its capabilities. You can use GrowthBot in Facebook’s Messenger app to tell it do things like “start a blog post” or “create a campaign” and GrowthBot instantly initiates that command and builds it for you.

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Topics: content marketing, digital marketing, Sales, brianhasenbauer, media, professional services

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