Head of HubSpot's content team; co-creator of community group Boston Content; lover of sarcasm; streaky jumpshooter
I think there's a use case you can talk about that's hugely helpful and effective, and that's linking to landing pages.
Your social buttons in a newsletter can be pre-written with copy, hashtags, and a link back to a landing page where others can sign up for the newsletter. (e.g. "Huge fan of this newsletter and highly recommend checking it out! #vlogging [link]")
We do this with our newsletters but take it one step further to link to the specific content itself, so instead of just "sign up for a newsletter you've never heard of" it's "sign up and get this free goodness by doing so" (like an ebook or guide or free stuff).
So yeah, most marketers don't get it and just sprinkle social buttons on everything. But this one use seems to be smart and fit readers' actions well.
10 months ago on Should You Tweet Your Email Newsletter? [VIDEO]
@Frank_Strong Thanks for the reply, Frank! Again, love the blog. Yep, definitely an audience and an investment in content (and a well-established way to measure sales via content) help us charge ahead quickly. I share your desire for us to take the IPO route vs acquisition because I do see a gap between companies like Coke who are massive and brand-focused and "get content" and the other public companies who should get content but ultimately look at Coke and say "well, we can't do 'branding' like they can."
Bottom line: I agree with your slow play idea and that ultimately content is about resonating deeply with people, not necessarily buying attention with interruptive tactics that convert, A to B, but may hurt you in the long run.
And anyway, I prefer the long game, not the short game.
Keep up the good work on the blog. Cheers!
1 year, 2 months ago on Wall Street’s Problem with Content Marketing
Interesting take and I totally love the sentiment but shouldn't a public company have the audience and resources to do both - hit near-term goals with content and play the slow burn game? I think pure slow-burn content is for those building audience still. What do you think?
For instance, as a new member of the HubSpot content team, I've been surprised to see how a quarterly or even monthly goal (which is how HubSpot sets itself up - monthly, believe it or not) can be met with content.
I'm not 100% sure whether this is because we already have an audience (maybe those playing the "slow burn" game are still building reach) or whether it's because we have pretty robust social and nurturing campaigns running to promote that content, but whenever we're running behind in the month it's usually solved by providing fresh content to our audience and our internal teammates.
A couple things we've noticed:
Really useful, how-to posts generate slow-burn results because they rank on search and gradually but consistently bring in audience. They don't spike at first or "go viral." Example would be a blog post about Facebook pages from 2010 that consistently ranks in the top 10 each month in traffic and lead-gen.
Then we place some "big bets" each month, like our exhaustive look college course-style at the history of advertising and how we got here, over on SlideShare. These kinds of things DO pop and get shared and generate a lot of leads right away, which helps sales hit near-term goals.
Just some thoughts, I love this topic/challenge of scale and of near-term vs slow burn. What do you think?
Can't help but notice that the TaskRabbit example was from 2008. That's like somebody in 2008 claiming they understood in 2003 that Facebook would be XYZ. C'mon - we all move to fast in this industry to reference something that far gone. Readers will latch onto that anecdote because it's human and use it to judge all of Boston.
For a fair assessment, spend some time here in 2013, anytime. We'd all genuinely welcome it! Despite the stereotype, we're friendly and innovative.
1 year, 5 months ago on Okay, Boston, you’ve got $1.5 billion more in cash…can you get your startup mojo back?
Wow this is so incredibly spot-on about scale, creative agency-feel, and UX vs. brand goals. You just described my life, Erin Griffith. Have we met before?!? :)
1 year, 12 months ago on Native Advertising Will Save Us All. Maybe.
Interesting idea, @JayBaer, and I'd love to see this be a reality (especially given my core function in content)....but I wonder if companies whose resources are strapped or whose execs believe mainly in achieving excellence in your "core role" will implement the above approach? Checking LinkedIn, posting to Twitter, creating a blog post, etc. are all "not your main job" in the eyes of too many execs in my opinion.
Would love your thoughts on this! I suppose it's just a matter of the C suite buying into the importance of social and content in the first place.
2 years ago on Why Insourcing is the Next Social Media and Content Marketing Trend