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How to Create an Anchor Link to Jump to a Specific Part of a Page

Content Creation Resources
March 7, 2025/by
How to Create an Anchor Link to Jump to a Specific Part of a Page When I’m reading a blog post or a long web page, one of my favorite things to do is jump to a specific section that I want to read first. This is made possible thanks to anchor links. Want to see what I mean? Scroll to the table of contents below. Each of the topics in the table of contents is clickable, allowing you to jump directly to that section. Pretty cool, right? The best part about it all is that it‘s super easy to create an anchor link yourself, even if you don’t have extensive HTML knowledge. If the HTML-speak feels confusing, just follow along with the real-world examples below. Note: If you are a HubSpot customer, follow these instructions. Table of Contents What is an HTML hyperlink? What is an HTML anchor link? External Links vs. Jump Links Anatomy of an Anchor Link How to Create an Anchor Link Best Practices for Jump Links What is an HTML hyperlink? An HTML hyperlink is a clickable link that can be attached to any HTML element on a webpage, such as an image or text. These links can be used to direct users to other pages within your site, external websites, or even specific parts of a webpage. Hyperlinks are created by using HTML...
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The Usability Testing Playbook [Expert Tips & Sample Questions]

User Experience
March 6, 2025/by
The Usability Testing Playbook As an employee and a freelancer, I’ve seen plenty of brands fall prey to a shiny object syndrome where they want to build a feature they saw a competitor launch or simply thought was a good idea. Then, they build that idea without knowing if their audience needs or wants it — they skip usability testing. “In many companies, if the leading competitor has this feature and we think it’s a good idea, validation is done. It never works,” shares author and product leader Itamar Gilad. “You should not assume that your competitor actually knows what they are doing any more than you do. I always ask, ‘Where is your evidence?’” Usability testing is a way for your company to test and validate new ideas and features with evidence. In this post, I’ll cover what usability testing is, the main types of usability tests, and how to run a usability test — even without a big research team or budget. Table of Contents What is usability testing? Benefits of Usability Testing When to Do Usability Testing What to Test for Usability Testing Usability Testing Examples & Case Studies Types of Usability Tests How to Conduct a Usability Test 15 Usability Testing Questions Usability Testing vs. User Research User research, also known as UX research, is a broad field that...
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B2B Marketing Analytics That Every Team Needs to Track — My Take as a Marketer

B2B marketing
March 5, 2025/by
B2B Marketing Analytics That Every Team Needs to Track — My Take as a Marketer I primarily work with B2B clients, so I’m getting very well-versed in B2B marketing analytics. Every month, I report on the marketing for the prior month, and I turn those marketing analytics into stories and actions. Believe it or not, B2B marketing analytics doesn’t have to be boring. I use various tools for my analytics, including but not limited to Google Analytics, Google Search Console, Looker Studio for automated dashboards (which makes light work of reporting on marketing analytics), Semrush, and so many more. In this article, I’m digging into B2B marketing analytics, including what it is, the essential data to collect, and how to set up B2B marketing analytics — and I’ve shared tools, too. As I said, there’s no one way to report on B2B analytics, so I spoke to B2B marketers who manage analytics for B2B companies daily. I got their insights on their favorite tools and what they love about them. Table of Contents What is B2B marketing analytics? B2B Marketing Data to Collect How to Set Up B2B Marketing Analytics B2B Marketing Analytics Tools What is B2B marketing analytics? B2B marketing analytics is data that helps you understand your product, service, and/or audience. Marketers use marketing analytics to understand if marketing promotes a product or service successfully and increases sales. Through data, marketers...
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The 6 Best Content Planning Software — Experts Explain Their Top Choice

Content Planning
March 4, 2025/by
The 6 Best Content Planning Software — Experts Explain Their Top Choice I’ve been in content marketing since early 2015. With almost a decade of experience, I’ve tested dozens of content planning software, spreadsheets, and calendars over the years. Collaborations with leading companies like HubSpot, Cognism, Userpilot, and small startups gave me the chance to work with tons of workflows and features. Some were love at first click, and some were meh. This article is a rundown of my six favorite content planning tools out there, complemented with insights from other content experts. Table of Contents What is content planning software? 4 Benefits of Using Content Planning Software What to Look for in Content Planning Software The 6 Best Content Planning Software What is content planning software? Content planning software is a tool that helps you organize, schedule, track progress and post-dues, and manage your content creation process with teammates in one place. It keeps your ideas, deadlines, briefs, publishing, and content distribution tasks on track, whether you’re working solo or as part of a team. A content marketing manager easily spots gaps in content planning one month's time ahead and gets their team to address the issues collaboratively. 4 Benefits of Using Content Planning Software Content planning software is so versatile that its benefits become a long list. Yet I’d group them together into four categories: 1. Keeps everything organized and...
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The Most Effective B2B SaaS Marketing Tactics — Everything I Know as a Marketer

B2B marketing
March 3, 2025/by
The Most Effective B2B SaaS Marketing Tactics — Everything I Know as a Marketer When I worked in-house at a SaaS company, marketing felt like an endless challenge. We covered all the basics: paid campaigns, blog content, and email marketing. On paper, it looked like we were doing everything right. But users weren’t converting, and growth stalled. Something was off. It wasn’t a lack of effort but a lack of alignment. We didn’t fully understand how customers found and engaged with our product. I needed better insights into their journey, so I met with the product team to dig into feature usage, trial behaviors, and key friction points. This collaboration transformed our strategy. For example, many trial users hit a wall right after signing up. They struggled to get started, so we built educational content and onboarding flows designed to guide them. This simple change boosted activations and drove long-term conversions. I’ll share the strategies and metrics that helped us turn things around in this post. Whether your goal is to grow trial users or win enterprise accounts, these tactics will help you build a scalable and sustainable SaaS marketing engine. Table of Contents What is B2B SaaS marketing? 10 Effective B2B SaaS Marketing Strategies 6 B2B SaaS Marketing Benchmarks to Measure Success What is B2B SaaS marketing? B2B SaaS marketing builds strategies that drive brand awareness, user acquisition, and customer retention for cloud-based software...
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What’s a Marketing Audit? [+ How To Do One]

Marketing Strategy
February 28, 2025/by
What's a Marketing Audit? Being a marketer in today’s landscape is equal parts exciting and terrifying, am I right? But a marketing audit has never been more crucial. The competition is fierce, and with AI on the horizon, it’s difficult to tell what the future will bring in the next five years or so. If you haven’t revisited your marketing strategy for a few years, or you’re seeing some key metrics drop, it’s time to roll up your sleeves and get to the bottom of it. That’s what a marketing audit will help you with. In this piece, we'll take a closer look at marketing audits, the best time to conduct one, and a few best practices to pull one off. Table of Contents What is a marketing audit? Elements of a Marketing Audit Who does a marketing audit? When should I do a marketing audit? How to Do a Marketing Audit Marketing Audit Example To get the best results, your marketing audit should be objective, systematic, and recurring. The objective is to ensure it's free of bias. A systematic approach ensures your audit is structured, organized, and measurable. A recurring audit helps you discover and address problems early on. Keep in mind that a marketing audit can encompass your entire operation or a subset of it — such as a...
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How to Create a Stakeholder Map for Seamless Project Tracking

Project Management
February 26, 2025/by
How to Create a Stakeholder Map for Seamless Project Tracking Six years ago, I led a website content overhaul that nearly derailed when the product team and sales department had completely different ideas about our messaging priorities. Despite my experience with content strategies, I made a rookie mistake — I hadn’t created a stakeholder map. That experience pushed me to develop a systematic approach to stakeholder management. Now, as a content strategist who’s guided content projects for over 30 SaaS companies, I’ve seen how the right stakeholder strategy can transform scattered feedback into a clear direction. Table of Contents What is a stakeholder map? Stakeholder Map Example How to Create a Stakeholder Map Stakeholder Map Template What is a stakeholder map? A stakeholder map is a visual document that plots out everyone who has influence over or is affected by your project. It shows who needs to be involved, how much influence they have, and how their priorities connect. What makes it powerful is that it forces you to step back and see the whole picture. You document each stakeholder’s role, their level of influence, what they care about most, and how they prefer to communicate. The map becomes your guide for managing expectations and preventing conflicts before they happen. For example, when I create content strategies for SaaS companies, my stakeholder map typically includes product managers (who know the technical details), sales...
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I Asked Experts About Improving Keyword Rankings — Here Are Their Tips

Keyword Research
February 26, 2025/by
I Asked Experts About Improving Keyword Rankings — Here Are Their Tips I’ve been in content marketing for over a decade, and let me say that it’s never been this hard to rank highly in search. The reason is that there’s a lot of content out there — Google says that it indexes “hundreds of billions of webpages,” which take up over “100,000,000 gigabytes in size.” With these numbers, does it even make sense to publish new articles? Absolutely — you just have to change your approach to creating content to improve your keyword rankings. Here’s how to find out what your current rankings are, along with 11 tips to help you boost your positions. Table of Contents What is a keyword ranking? How to Check Your Keyword Ranking How to Improve Keyword Rankings What is a keyword ranking? A keyword is a phrase you enter into a search engine to get an answer to your query. In an ideal scenario, you’ll get a list of results matching your intent. Keyword ranking refers to a web page’s position in those search results. For example, if we Google “best content marketing tactics,” HubSpot ranks first for this phrase and Outbrain second. Why are keyword rankings important? Since I started my marketing career, brands have fought to secure a spot in the top three search results — and for good reason. The number one result has...
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Inside the B2B Marketing Funnel — Everything I Know as a Marketer

B2B marketing
February 25, 2025/by
Inside the B2B Marketing Funnel — Everything I Know as a Marketer If it feels like the “B2B marketing funnel” concept has been around forever, you’re not far off. In 1898, advertising pioneer Elias St. Elmo Lewis created the AIDA model, laying the foundation for the funnel we marketers use every day. While the idea of selling something to someone is as old as humanity, the modern funnel framework helps standardize — and improve — a buyer’s experience. What does it take to build a funnel? And how do you know it’s working? Let’s join other marketing experts and find out. Table of Contents What is the B2B marketing funnel? B2B Marketing Funnel Stats B2B Marketing Funnel Stages How to Create a B2B Marketing Funnel B2B Marketing Funnel Example What is the B2B marketing funnel? The B2B marketing funnel is a framework that charts the journey a business-to-business buyer takes to purchase a product or service. It gives marketers a structure on how they understand their audiences’ needs and then position content and experiences to meet those needs. Typically, selling to businesses usually takes much more time, requires more complexity, and involves more buyers and sellers than consumers require. You might see more of a funnel take shape with larger consumer purchases, like cars or housing. But, people aren’t often meeting in committees for weeks to buy paper towels or ground...
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CPG Design: A Look at Viral Trends + Real-World Examples & Strategies

Entrepreneurship
February 25, 2025/by
CPG Design: A Look at Viral Trends + Real-World Examples & Strategies Graza. Fishwife. Brightland. These brands represent some of my favorite CPG designs. Marked by bright colors, bold fonts, and creative illustrations, this style of packaging is now moving beyond specialty stores and into big retail aisles. “If you walk into almost every major retail chain grocery store in the U.S., there would be at least one product that we designed, if not two,” says Mike McVicar, co-founder of Gander, a Brooklyn-based design studio. To help you create catchy consumer packaged goods (CPG) designs, I’ve gathered insights from Mike that you won’t want to miss — as well as CPG design tips and real-life CPG branding examples to serve as inspiration. Table of Contents The CPG Design Pendulum The Downside to a Trending Style Differentiating CPG Brands Through Design 5 CPG Branding Examples 7 CPG Design Tips for Creating Attractive Packaging The CPG Design Pendulum In the late 90s and early 2000s, good design wasn’t a priority for consumer packaged goods (CPG). Packages with call-outs and stickers that scream “33% less fat” were the mainstream, a style that Mike endearingly described as “over the top, ugly, and kind of extra.” When the 2010s rolled around, branding design went to the other extreme — the blanding trend. Packages became too minimalistic and generic, often featuring sans serif fonts and pastel colors....
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