Carrie Gallagher

Certified HubSpot Consultant | HubSpot Solutions Partner

Content Marketing

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What to Look for When Hiring Content Creators, According to HubSpot Experts

The creator economy is seeing a huge boom, and many marketers are looking for ways to use it in their campaigns. The most common way marketers leverage this new economy is by collaborating with creators to expand audience reach. But what should marketers look for when hiring creators?

In this article, the experts at HubSpot will explain what to look for when working with creators. The following information is perfect for marketers looking to collaborate with creators and creators trying to attract partnerships with brands.

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Using Single-Touch Attribution for Content Marketing ROI Mapping

Mapping ROI back to content isn’t easy, but it’s essential to determine the effectiveness of the content you create. With the complex marketing strategies most of us design today, models like “multi-touch” and “omni-touch” are crucial to genuinely mapping ROI to every piece of content in the buyer’s journey. These complex attribution models allow us to drill deep and get a more accurate picture of how our content influences buyers and where we may need to tighten our efforts.

But is complex always the right path? Single-touch attribution, where 100 percent of the conversion credit is given to one touch point in a buyer’s journey, can still have a place in modern marketing analytics.

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What is a Buyer Persona?

Social Media Sara starts her day scrolling through TikTok. She is an avid fan of podcasts and handles social media strategy at her company.

This is a snapshot of what a buyer persona looks like. You may have a great product or service, but without understanding your target customers, you might as well just market to the void. Buyer personas are the antidote to that. By creating buyer personas, you will gain clarity on who you’re marketing to and reach your ideal customers.

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6 Metrics That Prove Content Marketing Success

How-to advice is one of the most dominant strategies used in marketing. While most marketers have good intentions when writing how-tos, they don’t always hit the mark on creating useful content.

Granted, the writers and content topics aren’t the only culprits; SERPs deserve some blame. Constant search index changes make it tough to keep content optimized and leave a lot to speculation… leading us back to content like how-to advice.

We’ve extensively researched marketing’s “advice problem” and have discovered the sweet spot. Let’s talk about practical advice.

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How a ‘Purple Audience’ Approach Leads to a Better Long-Term Content Strategy

“The stock market is not the economy.”

When the stock market is up, it doesn’t always follow that the economy is great. When the stock market crashes, it doesn’t always mean the economy is bad.

That’s as true today as it was 25 years ago when I first got into marketing. And it’s a great reminder to avoid basing business decisions on faulty connections.

Over the years, I’ve learned an adjacent lesson about content and audiences: Popularity isn’t a sign of differentiation. People don’t necessarily regard what is popular among online audiences or the media as high quality – or even true.

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