Carrie Gallagher

HubSpot Marketing Consultant | HubSpot Solutions Partner

Lovable Marketing Content Curator

This is a curation author, serving up the best articles we find on the topics of content creation, digital marketing, the creator economy, and of course all things HubSpot! See the link in the menu to schedule a consultation.

By

What’s a Marketing Audit? [+ How To Do One]

As marketers, we’re always looking for ways to improve our game plan. But with so many tactics and channels available, knowing where to focus our efforts can be challenging.

Ultimately, no marketing strategy is perfect. A marketing audit gives you a holistic view of your marketing efforts, including what’s working, what could be improved, and where new opportunities are present.

Here, we’ll take a closer look at marketing audits, the best time to conduct one, and a few best practices to pull one off.

[Read more…] about What’s a Marketing Audit? [+ How To Do One]

By

Understanding The Rise Of The Creator Economy

“What is the creator economy, and how can one benefit from it?” originally appeared on Quora: the place to gain and share knowledge, empowering people to learn from others and better understand the world.

Answer by Stephany Kirkpatrick, Founder and CEO at Orum, on Quora:

The creator economy is a growing field of people who make money by leveraging their creative talents, typically using digital platforms to connect with their audiences.

About 50 million people, including artists, gaming streamers, video creators, podcasters, musicians, and social-media influencers, now consider themselves part of the creator economy, according to venture capital firm SignalFire, which calls this space “the fastest-growing type of small business.”

[Read more…] about Understanding The Rise Of The Creator Economy

By

Why Communication Matters More Than Creativity for Long-Term Content Success

I recently thought of this old joke.

Two hikers walk around a bend in the trail and come face to face with an angry bear. One hiker drops to his knee, fetches his running shoes from his backpack, and laces them up. The other hiker says, “There is no way you’ll outrun that bear.” The kneeling hiker stands up: “I don’t have to be faster than the bear. I only have to be faster than you.”

I’ve noticed a fascinating trend where marketing teams lace up their running shoes to out-innovate their peers within their companies. But in the long run, they don’t outrun the bear.

Five years ago, we worked with a Fortune 500 financial services company. This year, we are working with the same company on a new content strategy project. As I relayed our previous project’s activities – and how successful that team had been – to the marketing director, she was confused and asked who was on the team. She laughed when I shared the names and said, “I remember them. They were a fast-moving team. Most of them are gone now, but this is the first time I’ve ever heard the details of that project.”

But that’s not the first time I’ve heard that scenario.

[Read more…] about Why Communication Matters More Than Creativity for Long-Term Content Success

By

How AI Will Affect Delivering Relevant Search Results

Most professionals who work in roles focused on online search say artificial intelligence will be extremely or very important to delivering relevant results in the future, according to recent research from Lucidworks.

The report was based on data from a survey of 100 search practitioners (people whose jobs include some responsibility for online search, such as engineers, data scientists, and digital commerce experts).

[Read more…] about How AI Will Affect Delivering Relevant Search Results

By

Monetizing Your Content Strategy: Insights for B2B and B2C Brands

Content marketing is one of the most powerful tools in a modern marketer’s arsenal. If used strategically, it can significantly increase an organization’s return on investment (ROI).

Though marketers may have a general sense that content contributes to their company’s bottom line, a staggering 49% don’t understand how their content is performing, according to a recent Parse.ly report.

But when budgets tighten across B2B and B2C organizations, there’s greater pressure to prove content marketing value relative to revenue contribution.

To maximize the effectiveness of their content marketing strategy and ensure a healthy ROI, organizations can benefit from analyzing the latest content marketing ROI statistics and applying best practices for leveraging them.

[Read more…] about Monetizing Your Content Strategy: Insights for B2B and B2C Brands