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…

Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better. One of my favorite parts of experiential marketing is the research and discovery process. Often overlooked, I believe that spending a good amount of time exploring data can make all of the difference when…

Your brand’s content should be more than an information resource. It should be a path to further exploration and “best next” experiences. To achieve that goal, try organizing your content based on intent, authority, internal context, and external context. Here’s how.

In hospitality and customer service, perfect is elusive. Someone is going to miss a shift, have a bad day, or fail to understand a situation. But there’s a second kind of error, the one that’s far more common. When management makes bad choices, or underinvests in systems, training and people, it’s not really an error….

In fact,  I really loved the diversity—being held in Singapore, I was finally able to meet SEOs and marketers from around the region: Vietnam, Thailand, Philippines, Indonesia, India, Malaysia, China, South Korea, and Japan. These are rarely people you see… Read more ›

We didn’t hire any consultants for this project. We didn’t create fancy presentations to justify the book to stakeholders. And we didn’t crunch any numbers to verify the potential impact on our brand awareness. In fact, no one in SaaS,… Read more ›

In the words of Bernard Huang, speaking at Ahrefs Evolve, “LLMs are the first realistic search alternative to Google.” Market projections back this up: You might resent AI chatbots for reducing your traffic share or poaching your intellectual property, but… Read more ›

Our upcoming live 2-part webinar, SEO Accelerator: Theory to Practice, will explore both the “why” and “how” of competitive analysis. Whether you’re new to SEO or looking to sharpen your skills, this webinar has something for everyone. 

Conventional wisdom might tell you that video views are a vanity metric, but I think they’re actually a good indicator of how well your video, especially its hook, performed.  I also think that view count, as a metric, has its drawbacks, like being unable to tell you who your audience is or whether your video…

This week’s master has worked for Lou Malnati’s (pizza), Krispy Kreme (doughnuts), and now heads the marketing team at California Pizza Kitchen (back to pizza) — making her career sound like my dream delivery order after a rough Monday. Keep reading to hear from Dawn Keller, CMO at California Pizza Kitchen, on why she likes…