Gating Content vs. Un-Gating Content: Pros & Cons

What is an email address of an ideal customer worth to you? It’s not a stretch to presume the answer is: a lot. According to a Litmus survey, the average return on investment of email marketing is 38:1. Your email list is precious, and email addresses have become a valuable currency. Gating your content is one of the simplest ways to fuel your list building. So the question you may have is: why wouldn’t you put most or all of your content behind a gate and turn it into a list-building machine? That’s what I’m answering in this guide. I’m…

The MozCon Virtual 2020 Final Agenda

Posted by cheryldraperWe’re just about a month out from this year’s MozCon and we couldn’t be more excited! If you’ve never considered it before, it’s high time you became acquainted with the idea of a “couchference” — a full-fledged conference held from the comfort of your home office space, real office space (depending on your local quarantine phase), or even your sofa. On July 14th & 15th, we’ll be charting brand-new territory with MozCon Virtual: with a choose-your-own-adventure two-stream show, robust opportunities for online networking, and some of the industry’s top speakers, you’re in for all the turbo-charged SEO education and…

A Beginner’s Guide to Retargeting Ads

We’d all like to think that every single person that comes in contact with our business follows a very straight and orderly path to purchase. Someone visits our site for the first time, fills out a form to download an ebook, then becomes interested in talking with a sales rep, all in one session on your website. Minutes later, the sales rep reaches out to this lead, and before you know it, the lead is becoming a customer, handing over their credit card to purchase something from your company. But in reality, the buyer’s journey is probably not so linear….

Understanding & Fulfilling Search Intent

Posted by BritneyMullerGoogle houses the world’s information, and it’s their goal to serve the best answers to searchers’ questions. That means that understanding what your target audience is searching and why is more important than ever — but how do you effectively analyze and fulfill true search intent? In this brand-new Whiteboard Friday, Britney Muller shares everything you need to begin understanding and fulfilling search intent, plus a free Google Sheets checklist download to help you analyze the SERPs you care about most. Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription…

In 2020, as brands adapt to remote work, they’re also learning how to shift their in-person events to online-only programming. When you surf the web on any given day, odds are you’ll see at least one social media post, email, video, or stream that promotes or covers an online event. And, although some brands might be temporarily shifting their event tactics, this new adjustment has allowed companies to identify some of the great perks to online events. For example, unlike physical events, virtual events, such as live streams or webinars, enable your brand to gain awareness from international audiences, period….

I won’t lecture you on the importance of incorporating virtual reality (VR) into your marketing strategy. What I will do, however, is share a few fun facts about VR and show you nine examples of this technology used for marketing a product or a brand. This year, the economic impact of virtual and augmented reality is predicted to reach $29.5 billion. By the end of 2017, the number of shipped units of VR software and hardware from Sony, Oculus, HTC, and others totaled $2.4 million, up from $1.7 million in 2016. By the end of 2020, the number of VR…

Third-party vs. In-house Delivery: A Guide to Informed Choice

Posted by MiriamEllisImage credit: Robert Couse-Baker Before all else, gratitude to every delivery person, whether in-house or third party, doing the essential work of keeping households safer and supplied in these times. I’m dedicating today’s column to the manager of a nearby Sprouts grocery store who personally drove my order to my door when an Instacart driver just couldn’t get the job done. If your business or clients are weighing whether to fulfill delivery in-house or partner with a third party, my small experience is an apt footnote to the huge, emergent debate over last-mile fulfillment options. I’d searched all…

Does your Website Make the Grade in 2020?

A while ago (as in 12 years ago) we created the first Website Grader. The goal was simple: help anyone with a website evaluate its effectiveness at attracting an audience of interested and relevant buyers. We founded HubSpot in 2006 and created Website Grader in 2008 because we believed that the inbound methodology — building meaningful, lasting relationships with prospects and customers — was not only a more effective way to grow a business, it was the right way to grow a business. And we knew how important it was for people to leverage their websites to attract visitors and…

20 Mobile Apps to Create Stunning Social Media Visuals

Ultimately, most of us find it much easier to remember content we’ve seen when it’s accompanied by visuals — which is why visuals are so widely used in marketing. For instance, nowadays, 80% of marketers use visual assets in their social media marketing content. But creating and adding visuals isn’t always easy, especially if you don’t have access to a designer or animator. Fortunately, there are plenty of apps you can use to create visual content on-the-go from your mobile device. Whether you want to tell your story through spacial photography, animated videos, or multi-image posts — you’ll find an…