Episode 12: Content Curation

Welcome to Episode 12 of HubShots

Recorded: Monday 21 December 2015

In this episode we cover:

Welcome

This is our second last show for the year. We’ve made it through 2015!

Shot 1: Inbound Thought of the Week

There are 46 weeks until Inbound 2016.
Next Inbound: 8-11 November 2016
Visit the website @ http://www.inbound.com

Shot 2: HubSpot feature/tip of the Week

How to connect your HubSpot account to Perfect Audience: http://support.perfectaudience.com/knowledgebase/articles/577578-connecting-your-hubspot-account-to-perfect-audience
Working with HubSpot to Make Retargeting Easy for Inbound Marketers: http://blog.perfectaudience.com/2015/05/20/new-feature-hubspot-1-click-integration/

How to make Outlook emails look more presentable: http://blog.hubspot.com/marketing/prepare-emails-outlook-tricks

Link above shows you how to:
1) Use tables.
2) Specify line-height, font size, and color.
3) “Break” your text.
4) Add ALT text to images.
5) Use center tags.
6) Beware of background-images, padding, float, and forms.
7) Preview and test emails.

See also, Email on Acid’s guide to emails for Outlook: https://www.emailonacid.com/blog/article/email-development/removing_unwanted_spacing_or_gaps_between_tables_in_outlook_2007_2010

Action item: Check how your emails sent from HubSpot look in Outlook

Shot 3: Challenge of the Week

Being consistent with getting the podcasts up each week.

Shot 4: Opinion of the Week

Mobile-heavy Facebook ads make search work harder: http://insights.fb.com/2015/12/09/measuring-campaign-effectiveness-making-search-work-harder/

“People exposed to Facebook ads were significantly more likely to search for more cost-effective branded keywords and, in some cases, less likely to search for more expensive unbranded keywords.”

“People who saw Facebook ads were more likely to search and click through to an advertiser’s website, with campaigns experiencing an average 6.3% lift in mobile search traffic compared to an average .9% lift on desktop.”

Action item: If you aren't yet using Facebook Ads, at least set up a test

Shot 5: General Tip of the Week

Content Curation for Marketers – The Definitive Guide: http://www.siegemedia.com/content-curation

“Content curation is organizing and presenting external, valuable content in a particular niche and presenting that to a defined user base in a compelling way, with the goal of building an audience over time.”— Joe Pulizzi

“Summarized, effective content curation highlights amazing content readers have never seen, in a way that also adds value and impresses the original source.” – Ross Hudgens

Two key takeaways:
1. Find unseen valuable stuff and share it immediately
2. Use custom description when sharing that adds value

Shot 6: State of Inbound Item of the Week

Content Marketing In Australia 2016: Benchmarks, Budgets & Trends report: http://contentmarketinginstitute.com/2015/11/australia-2016-content-marketing-research/

Of 3714 respondents, 146 were from Australia, which is where the data comes from.

On page 12 of the report, it says that 57% of effective marketers meet daily or weekly.

Action item: focus on communication with your team, sales, and external agencies

On page 14 of the report, it says 87% will produce more content this year, 11% say they’ll produce the same amount.

On page 26, 58% say they will increase content marketing spending in the 12 months.

Action item: Be aware your competitors are increasing their content marketing investment, and you should consider whether you need to be doing the same.

It’s important to build an audience – focusing on quality instead of quantity works better for retention. It’s good to measure success and effectiveness of certain campaigns.

Shot 7: Resource of the Week

Marketing lessons by Google Primer iOS app: https://itunes.apple.com/au/app/primer-marketing-lessons-from/id918628107?mt=8
Action item: Check out the app

Tool that helps with conversions/popups: http://www.leadpages.net/library/
They provide a lot of free resources to help you market your business.

Shot 8: Listener Tip of the Week

Hotjar, a new and easy way to understand web and mobile site visitors: https://www.hotjar.com/

Action item: Use HotJar (or any of the other heatmap tools available) to check what people are actually clicking on on your home page.

Shot 9: Podcast of the Week

This Old Marketing by Joe Pulizzi and Robert Rose, about content marketing and adding value: http://contentmarketinginstitute.com/pnr-with-this-old-marketing-podcast/

Action item: Check out some of the other marketing podcasts available

Sign off: see you next week for our last show of the year