Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better. As an inclusive marketing strategist and consultant, one of the things I find myself having to educate clients on is the right way to think about marketing inclusively. At its core, inclusive marketing is all about helping…

This is difficult. Care requires time and effort, and we can’t care about everything, all the way, all the time. If you’re prepared to care about every element of your work, then you also have to decide to not care about something else. Because caring equally about everything means that someone else cares more than…

Basic digital marketing analytics is easier than it sounds and provides enough information to evaluate your performance, create reports, and plan your strategy. What’s more, you can do it with free tools, and the process becomes even simpler when using… Read more ›

Let’s get right down to it — the key to successful SEO is concentrating on long-tail keywords, which are associated with more qualified traffic that’s more likely to convert. As for the key to finding — and choosing — the right long-tail keywords? I’ve found that it involves knowing how to use keyword research software…

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…

It’s one thing to say that 7,000,000 people will die next year from smoking cigarettes. It’s a totally different thing to list those folks by name. When we confront risk, two things make it seem less real: We’re not sure who, and we’re not sure when. If you want to clarify our understanding, it helps…

Description: Scaling content marketing with AI seems ideal until generic AI drafts fall short. Learn how to streamline content execution without sacrificing quality.

From P&G’s “Thank You, Mom” to Dos Equis’s “Most Interesting Man in the World,” marketing campaigns have a way of sticking with us. I find that the best types of marketing campaigns have a long shelf life — sticking in my brain for years, decades even (Sarah McLaughlin’s tear-jerking “Arms of an Angel” ads for…

Nowadays, people are consuming marketing and media in more ways than one, which means that media planning tools are no longer optional for those who want to reach their audiences across a variety of channels. I’ve found that while traditional outlets like TV, publications, and radio can still be valuable for certain businesses, more media…

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,…