My Go-To Copywriting Templates, As a Marketer With 20 Years of Experience

Whenever I ask any marketer or copywriting expert about their writing process, I find there’s no specific process they follow and few copywriting templates to guide them. While this is partly due to natural variation in everyone’s creative process, copywriting best practices vary based on your audience, purpose, and format — not to mention year,…

Social Proof Backfire: The Marketing Mistake Costing You Conversions

Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better. In the early 2000s, communications professor Bob Hornik wanted to see if anti-drug ads worked. At the time, most ads used shock and fear tactics to persuade kids. Bob gathered data on thousands of teenagers. He tracked…

Be an Addition, Not a Substitution: Lessons from Tom Holland’s NA Beer Brand

When actor Tom Holland made the late-night rounds last October to talk about his new company, BERO Brewing, he said that he’d “find myself in these boardrooms” surrounded by experts spouting unfamiliar terms. The once and future Spider-Man told Seth Meyers, “thank God I found acting,” because it took “every bit of acting chops I’ve…

What is User-generated Content (UGC)? Essentials for a Soaring Strategy

My personal social media is full of four main things: family, friends, food, and UGC. And as I type this, I hear the former saying, “Uh, what is UGC?” For over a decade, I’ve been creating social media content for brands, usually in exchange for complimentary products, ranging from skincare and makeup to spicy snacks…

An Insider’s Guide to Event Sponsorships (From a Company That Spent $500K)

When big-name sponsors put their logo on your event materials, they’re essentially saying: “This event matters.” We know this firsthand because event sponsorships have been a big part of our marketing strategy. We’ve spent an estimated $500,000 on them, sponsoring… Read more ›

How Qwen 2.5 Just Beat the Top AI Models — HubSpot SVP of Marketing Shares The Industry Impact

The AI model races are heating up. Right on the heels of DeepSeek-R1’s release, the industry is reeling from yet another powerful AI model hitting the market. I test drove the latest iteration of Alibaba’s Qwen models — Qwen 2.5. In this post, I’ll break down what Qwen 2.5 is, how you can use it,…