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The Ultimate Guide to Content Creation

Content Creation
July 1, 2022/by
The Ultimate Guide to Content Creation Content creation is what happens behind the scenes. It's how Google can offer the perfect answer to your problem. It's the videos you watch on YouTube after a tough day. Content creation is also what helps people discover your business, brand, and products. And that content helps you attract, engage, and delight prospects and customers. It brings new visitors to your site and ultimately generates revenue for your company. In other words, if you’re not creating content, then you’re behind the curve. Why is content creation important? Content creation is the ultimate inbound marketing practice. When you create content, you’re providing free and useful information to your audience, attracting potential customers to your website, and retaining existing customers through quality engagement. You’re also generating some major value for your company, as these content marketing stats show: Almost 40% of marketers say content marketing is an essential part of their marketing strategy. 81% say their company sees content as a business strategy. B2B marketers have data that says content marketing is a successful tool for nurturing leads (60%), generating revenue (51%), and building an audience of subscribers (47%). And 10% of marketers who blog say it generates the biggest return on investment. Content equals business growth. So, let’s get started with the types of content you can create and then review your content strategy. Content Creation Ideas 1. Blogs One type of content creation (the kind...
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The Beginner’s Guide to the Competitive Matrix [Template]

Conducting Market Research
July 1, 2022/by
The Beginner's Guide to the Competitive Matrix Have you ever been playing a game and had to look around to check out the competition? Whether you currently own or you're looking to start your own business, you need to do the same thing. Luckily, there’s a methodical way to do that: by conducting a competitive analysis and creating a competitive matrix. A competitive matrix will help you identify your competitors and lay out their products, sales, and marketing strategies in a visual format. By doing this, you'll learn where you’re positioned in the market, how to differentiate yourself from your competition, and how to improve upon your processes so you can beat them in the marketplace. Below, you’ll learn what a competitive matrix is and review some templates and examples. Competitor Matrix Types Before you dive into the world of competitive matrices, it's important to understand that there are different types you can use to compare your company to your competitors: SWOT analysis Competitive Advantage Matrix Competitive Profile Matrix Sales Matrix Product Feature and Benefit Matrix Price Matrix SWOT Analysis A SWOT analysis is a technique used to assess how your business compares to its competitors. The acronym stands for strengths, weaknesses, opportunities, and threats. It analyzes internal and external factors that affect the current and future potential of your business. By identifying these elements, you create a space to capitalize on your strengths, improve your weaknesses,...
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How Video Can Humanize Your Brand in 2022 & Other Insights from Wistia’s CEO

Video Marketing
June 30, 2022/by
How Video Can Humanize Your Brand in 2022 & Other Insights from Wistia's CEO One of the main things we've learned during the COVID-19 pandemic in regards to how people consume content is that they want to be entertained in different ways. Consumers want the convenience of being able to consume content where they spend the most time, and on their own terms. If your brand doesn't give consumers this option, then you're missing out on a big fraction of your audience — that's where the powerful tool of video comes into play. In our recent 2022 State of Video Report, we found that people were watching more videos than ever before in 2020 as many spent extended periods of time at home due to the pandemic. But even more shockingly, as the world opened up and employment rates rose, consumers watched even more video content. With all this talk about video, you may be wondering a few things: What length should my video be? How do I create videos that stick? And where should I promote my videos? In other words: What's the best video marketing strategy for 2022 and beyond?  HubSpot Blog Research surveyed 518 video marketers in the U.S., Germany, France, Japan, Australia, and the U.K. to find out about their goals and strategies going into 2022. Let's dive into what you need to know so you can make your next, or first, video strategy a success. What is the optimal length of a marketing video? Short and...
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15 of the Best Public Relations Examples to Inspire Your Next Campaign

Public Relations
June 30, 2022/by
15 of the Best Public Relations Examples to Inspire Your Next Campaign Journalists crave juicy stories and viral marketing campaigns, but standing out in a sea of conventional pitches is one of the biggest challenges for any public relations professional. When you need a dose of inspiration, it can be helpful to explore the most compelling PR plays in recent years. To save you some time, we curated a list of the absolute best of the best to get the creativity flowing for your next campaign. Read on to get inspired by some of the best minds in public relations. 1. Spotify: Wrapped Image Source Spotify's Wrapped campaign has quickly turned into a viral, end-of-year event. Since 2016, the streaming app has provided each user with a "wrap up" of their listening habits which are delivered in colorful, eye-catching graphics. Naturally, you can share your stats on different platforms, like Instagram and TikTok. Spotify's Wrapped is not just another marketing campaign— it's a viral, multi-platform, FOMO-inducing social campaign. It's highly personal, relevant, and shareable. It's this winning combination that its rivals, namely Apple and YouTube, haven't been able to recreate. 2. Subway: Eat Fresh Refresh For the longest time, Subway has rolled out countless marketing campaigns featuring its trusty tagline, Eat Fresh! But now, in light of changes to both its brand and menu, a new campaign has emerged, fittingly titled "Eat Fresh Refresh." The campaign includes...
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What is Employee Engagement? [+11 Data-Backed Benefits and Strategies]

Human Resources
June 30, 2022/by
What is Employee Engagement? If you’re playing along with buzzword bingo, you’ve heard the term “employee engagement.” But it would be a mistake to dismiss it as just a buzzword. Ignoring engagement costs the global economy 8.1 trillion dollars each year, according to a study by Gallup. Thankfully, the opposite is also true. Improving employee engagement can boost profitability, improve customer satisfaction, and even make for a safer workplace. Read on to learn what employee engagement is and what factors affect it. Then discover 11 strategies for improving employee engagement at your workplace. What is employee engagement? Employee Engagement Examples Why is employee engagement important? How to Measure Employee Engagement How to Improve Employee Engagement Engagement means that employees: Know what they contribute toward their team’s success. Work toward their company’s goals and values. Are connected to and supported in their role. Look for ways to learn and grow in their role. Employee engagement isn’t the same as job satisfaction or employee happiness. Although those ideas are a part of the equation, employee engagement speaks to motivation. An engaged employee invests time, energy, and talent to benefit their team and company. As Kayla Marchetti – engagement manager for Seismic – puts it, “I want any individual who joins us to feel passionate about our mission and work, to feel a sense of belonging,...
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The HubSpot Blog’s 2022 Video Marketing Report [Data from 500+ Video Marketers]

Video Marketing
June 29, 2022/by
The HubSpot Blog’s 2022 Video Marketing Report More than ever, social media channels are putting video content front and center on their feeds, as audiences increasingly turn to TikTok, Reels, and live videos to be entertained, discover products, and even learn about exciting new brands. And for marketers, leveraging video not only offers the highest ROI of any media format, but it plays a key role in helping marketers exceed their goals. To learn more about the top strategies and opportunities in video marketing today, we surveyed over 500 professionals that specialize in this field. Immediately, the effectiveness of video marketing became obvious. But where in the world of video marketing should you focus your efforts first? To help you determine your next steps, we gained insights from video marketers about all sorts of topics and tactics including: Video Marketing Benchmarks and Metrics The Top Video Marketing Goals and Strategies Which Video Formats Have the Highest ROI? Which Channels and Platforms are Most Effective For Video? How to Make Viral Videos Let’s dive in. Video Marketing Survey Findings Video Marketing Benchmarks If no one sees your video, was it even worth making? We first asked video marketers how many views their videos get on average. Here’s what we found: 38% of marketing videos average less than 10K views 16% average under 1,000 views 16% average over 100K views But views aren’t the only metric...
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130 Instagram Influencers You Need To Know About in 2022

Instagram Marketing
June 29, 2022/by
130 Instagram Influencers You Need To Know About in 2022 In 2021, marketers that used influencer marketing said the trend resulted in the highest ROI. In fact, marketers have seen such success from influencer marketing that 86% plan to continue investing the same amount or increase their investments in the trend in 2022.  But, if you’ve never used an influencer before, the task can seem daunting — who’s truly the best advocate for your brand? Here, we’ve cultivated a list of the most popular influencers in every industry — just click on one of the links below and take a look at the top influencers that can help you take your business to the next level:  Top Food Influencers on Instagram Top Travel Influencers on Instagram Top Fashion & Style Influencers on Instagram Top Photography Influencers on Instagram Top Lifestyle Influencers on Instagram Top Design Influencers on Instagram Top Beauty Influencers on Instagram Top Sport & Fitness Influencers on Instagram Top Influencers on Instagram Top Food Influencers on Instagram Jamie Oliver (9.1M followers) ladyironchef (620k followers) Megan Gilmore (188k followers) Ashrod (104k followers) David Chang (1.7M followers) Ida Frosk (299k followers) Lindsey Silverman Love (101k followers) Nick N. (60.5k followers) Molly Tavoletti (50.1k followers) Russ Crandall (39.1k followers) Dennis the Prescott (616k followers) ...
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Top B2B vs. B2C Video Marketing Trends You Should Know [2022 Data]

Video Marketing
June 28, 2022/by
Top B2B vs. B2C Video Marketing Trends You Should Know Both B2B and B2C brands recognize the power of video marketing. In fact, HubSpot Blog Research found that 88% of brands surveyed have a team dedicated to creating video content. But how do B2B and B2C brands differ as it relates to strategy, goals, and performance? We surveyed 550 global marketers to find out. Read on to learn about the key trends we discovered. B2C and B2B brands balance creating content in-house with relying on outside agencies. We asked 500+ global video marketers, "Does the primary company you do video marketing for creating content in-house, through an outside agency, or both?" 37% said in-house, 14% said an outside agency while 49% said both. When breaking it down between B2C and B2B brands, there was only a 1% to 3% difference. Although there is an argument to be made for both cases, 33% of marketers (both B2B and B2C) surveyed say the ROI is the same in both cases. However, when asked about the quality of the videos, more B2B brands believed creating video content through an outside agency resulted in better marketing videos. Meanwhile, 59% of B2C brands believe creating marketing videos in-house is faster and more efficient, compared to only 48% of B2B marketers. 75% of B2C brands also believe marketing videos created through an outside agency are higher quality and more professional, an 18% increase from B2B brands. Pro-tip: If you want to create high-quality...
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How Brands are Investing in Video Marketing On a Budget [2022 Data]

Video Marketing
June 28, 2022/by
How Brands are Investing in Video Marketing On a Budget According to 2022 HubSpot Blog Research, 31% of video marketers surveyed say their biggest challenge is having an inadequate budget to create video content. In this article, we’ll cover what it costs to run a video marketing campaign and what brands are investing in the most this year. How much are marketers spending on video marketing? This year, we wanted to learn more about how marketers approach video marketing, including the strategies they leverage, the returns they get, and the amount they invest. We surveyed over 500+ global marketers and here’s what we discovered. Firstly, the data suggests that video marketing is a top content format for brands – with 31% of marketers surveyed allocating 21 to 40% of their total marketing budget to video. Another 30% allocate 41 to 60% of their total budget to video marketing. Video is so important that 52% of marketers say their budget increased in 2022. However, the increase is more present in B2B brands. Now, when it comes to quarterly budgets, here’s the breakdown: Many brands have a conservative budget with 15% of respondents allocating only $1K and $10K. 11% of marketers surveyed budget $10K and 20K. The most popular budget bracket is between $20K and $60K, followed by 26% of marketers surveyed. On the higher end, 16% of marketers surveyed say they allocate $80K to 100K while 20% invest between $100K and $200K....
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