What Readers Want During COVID-19: B2B Edition

Posted by amandamilliganI couldn’t believe the response to my last post about coming up with content ideas in the B2C space during COVID-19. Thank you to all who read and commented — I truly hope it was helpful. One piece of feedback we received was an ask to see some B2B content ideas, which, frankly, is an excellent subject. At first I was stumped about how to determine this, but then I decided that a different tool could do the trick. Exploding Topics, the new tool by Brian Dean (Backlinko) and Josh Howarth, explores topics that are surging in popularity…

Whether you’re just starting out with content marketing or you’ve been using the same approach for a while, it never hurts to revisit your content strategy plan — to make sure it’s up-to-date, innovative, and engaging for your customers, no matter when or how they intend to buy. After all, you’ve got more competition than ever. According to HubSpot’s Not Another State of Marketing Report, almost 70% of businesses are actively investing in content marketing in 2020. The first step to getting a leg up on the competition — and actively engage your audience — is to have a solid,…

6 Tips for Creating Content That Spreads Naturally

We’ve all been there — you hit publish on a blog post and expect the social shares, page views, and agreeable comments to start rolling in. But sometimes you get pure silence (or crickets 🦗) in response. Using social media and content to market your business isn’t a new concept, so doing the bare minimum won’t cut it. Don’t believe me? Think about how often content is shared across the web — for instance, there are over 2.45 billion Facebook users and over 500 million Tweets shared per day on Twitter — and that’s only two of the several popular…

How to Craft Your Content Strategy, According to HubSpot’s Pillar Page Manager

When your business invests in content marketing, you improve your ability to engage your buyer personas, convert more leads, boost brand awareness, and connect with your audience. This leads me to two questions for marketers: 1) Does your company already actively invest in content marketing? 2) Will you continue — or begin — this worthwhile investment in 2020? Keep Creating Clustered Content to Build Topic Authority Once upon a time (in 2017), HubSpot’s blog hit a massivetraffic plateau. Our team put their heads together and, after identifying some macro trends in search and content, decided to reorganize HubSpot’s blog into…

How to Launch a Mobile App in 2020 [Complete Guide]

The other day, I signed up for a friend’s solidcore Pilates class. Once I’d paid for the class, I got a text asking me to download the [solidcore] app to review upcoming classes, integrate with my Google Calendar, and buy credits for future classes. Undoubtedly, the ability to use the business’s app was a major component in me becoming a more loyal member. The app was incredibly easy-to-use and sent me notifications 10 minutes before the class started. Nowadays, it’s not unheard of for businesses to have their own apps — in fact, 42% of millennial-owned businesses use their own…

So… you want to redesign your website. Maybe you just finished a brand overhaul or your product was recently updated. Whatever your reason, a redesign can be a huge success — or a total flop. It can also be a long and tedious undertaking, which is why every redesign needs to start with a clear vision and/or problem to solve. The better you are at defining that vision at the very beginning, the more successful your redesign will be — and the smoother the entire process will be as well. Whether you’re working with an agency, redesigning your site in-house,…

If you’re not offering your customers multiple ways to make payments online, you’re leaving money on the table. While there’s no way to escape some transaction fees and currency fees, there are ways to reduce payment processing costs and receive payments online for free. So, you’re probably wondering, “How can I save that money?” You’ll have to set up an effective online payment portal with a range of payment options. This makes it as easy as possible for your customers – and your wallet. Below, let’s review why you should use payment processing software and how to receive payments online…

How to Live Stream Successfully: A Preparation Checklist for Marketers

Raise your hand if you’d rather watch a video to learn something new than read about it. Go ahead — you’re not alone. 59% of executives say they’d rather watch a video than read text, too. And really, that number makes sense — we are a society of video streamers. (I mean, hello, Netflix.) But if you’re not sure how to run a live stream event on social media, fear not. We’re here to make sure you don’t just hit the “Live” button on Facebook and stare at the camera like a deer in headlights. Instead, we’ve come up with…

4 Pivots Companies Are Making in Light of COVID-19 [New Data]

When HubSpot surveyed a handful of business leaders within our customer base, we discovered that most expect to see “somewhat slower” or “much slower” growth in the next year as a result of the global pandemic and economic climate. Data from our more-than 70,000 global customer base supports business slowdown predictions. In the first few weeks of the crisis, we saw that while sales outreach has increased, response rates and deal volume dropped to new lows. Although sales email engagement has rebounded greatly to new highs in recent days, the large and noticeable dip demonstrates the uncertainty and evolving metrics…

Content Authority: Potential Measures of Authoritative Content – Whiteboard Friday

Posted by rjonesx.When it boils down to it, every idea in SEO can be understood as a set of measurements we use to rank one page over another. And that means that when it comes to measuring a concept like the authoritativeness of your content, there are almost certainly factors that you can analyze and tweak to improve it.  But if Google were to use a measure of content authority, what might go into it? Against what yardstick should SEOs be measuring their content’s E-A-T? In this episode of Whiteboard Friday, Russ Jones walks us through a thought experiment as…