How to Create Marketing Offers That Don't Fall Flat In marketing, offers are the gateways to lead generation. Without them, site visitors have no way of getting converted into leads. They are also a critical tool for nurturing existing leads into a position that makes them more sales-ready. But gosh, isn't the word 'offer' so utterly vague and abstract? What the heck is a marketing offer, and what are the qualities of a good one? Because we see so many marketers get tripped up on this concept, let's discuss exactly what a marketing offer can be, highlight the characteristics of an effective offer, and explain how you can start using them the right way. What an Offer Isn't Sometimes the best way to explain what something is, is to first identify what it isn't. Unfortunately, many of the things marketers sometimes consider to be marketing offers aren't actually offers at all. First, let's clarify. What marketers should classify as an offer is something of value that a website visitor must complete a form to get access to. And yeah, sure you can put just about anything behind a form. But there are certain things that, when put behind a form, just won't contribute much of anything for your lead gen or lead nurturing initiatives. We're not saying you shouldn't bother with these types of content. What we're saying is that you shouldn't put them behind forms or rely on them to effectively generate and nurture leads. Here...

28 Case Study Examples Every Marketer Should See Putting together a compelling case study is one of the most powerful strategies for showcasing your product and attracting future customers. But it's easier said than done. In this post, we’ll go over the definition of a case study and the best examples to inspire you. A case study proves how your product has helped other companies by demonstrating real-life results. Not only that, but case studies typically contain quotes by the customer, so it’s not just a marketing advertisement where you praise your own product. Rather, other companies are praising your company — and there’s no stronger marketing material than a verbal recommendation or testimonial. A great case study is also filled with research and stats to back up points made about a project's results. There are myriad ways to use case studies in your marketing strategy. From featuring them on your website to including them on a sales presentation, a case study is a strong, persuasive tool that shows customers why they should work with you — straight from another customer. Writing one from scratch is hard, though, which is why we’ve created a collection of case study templates for you to get started. Fill out the form below to access the free case study templates. There’s no better way to generate more leads than by writing case studies. But without case study examples to draw inspiration from, it can be difficult to write impactful studies that...

20 Creative Ways To Repurpose Content As a marketer, you definitely have a lot of work to do (and not enough time to get it done). You might also feel occasionally struck by writer's block when it comes to creating fresh, unique content. Given these challenges, you're always searching for ways to make your job easier while continuing to produce high-quality content on a regular schedule. Fortunately, content repurposing is here to take some of the weight off your shoulders. At first glance, content repurposing may seem like a way to cheat the system, but it’s not. You’re reworking your existing, high-quality content and presenting it in a different form on new channels. In this post, we’ll cover the basics of content repurposing, outline the benefits it can bring to your business, and discuss specific strategies to repurpose content you’ve already created. We'll also talk about how to create new content with future repurposing in mind. As I mentioned above, content repurposing might feel like a cop-out if you're unfamiliar with the strategy. You don’t want your audiences to feel like your content is repetitive, or that you don't care about creating unique content on every channel. You also may think that content repurposing means taking something that someone else has created and reworking it to fit your brand message. Content repurposing is neither of these things. You’re not being repetitive, you’re using content you and your teams have...

10 Pieces of Content Your Audience Really Wants to See Content marketing is constantly evolving, which is what we here on the HubSpot blogging team love about our jobs. It keeps things interesting. And while it’s easy to get caught up in experimenting with innovative content, it’s important that we pay close attention to how our readers are changing, too. According to HubSpot Research, 2016 marks the start of a new phase of technological development, where new innovations and consumer preferences will usher in a new way of how marketers will do business. Our research team surveyed over 1,000 internet users worldwide to learn about their preferences and behaviors when it comes to their content consumption habits. In this article, we’re diving deeper into two specific trends to discuss how marketers can prepare their content strategies to meet the needs of their readers. Share this image on Twitter! What content types do readers want to see more of in the future? HubSpot Research found that internet users’ behaviors are changing to reflect a growing interest in visual content. They’re also shifting where they’re reading content, choosing social media platforms over of more traditional blog and long-form outlets: It’s important to note that these survey results don’t mean that content creators should abandon mediums such as blogging or podcasting, as these content outlets will continue to provide value over time. Instead, what the above chart suggests is that marketers should develop a more diversified strategy to meet the...

What Is a Whitepaper? The definition of a whitepaper varies heavily from industry to industry, which can be a little confusing for marketers looking to create one for their business. The old-school definition comes from politics, where it means a legislative document explaining and supporting a particular political solution. In tech, a whitepaper usually describes a theory behind a new piece of technology. Even a business whitepaper can serve a variety of uses and audiences -- some more product-focused than others. And although it is put together like an ebook, the two are written quite differently. We're here to arm you with the best definition of a whitepaper in the context of business and what to do (and not do) as you create one. This article covers:  What is a whitepaper? How to write a whitepaper Whitepaper examples What Is a Whitepaper? A whitepaper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution. Marketers create whitepapers to educate their audience about a particular issue, or explain and promote a particular methodology. They're advanced problem-solving guides. Typically, whitepapers require at least an email address for download (usually they require information more than that), making them great for capturing leads. What Isn't a Whitepaper? A product pitch. Although Investopedia defines a whitepaper as "an informational document issued by a company to promote or highlight the features of a solution, product, or service," be warned that overtly shilling...

10 Ways to Make Your Blog Post Interactive Static marketing content is as outdated as print-only newspapers. Just as day-old newspapers become litter in the streets, static digital content is useless to the average reader. With such an inundation of static marketing content, one piece hardly stands out from others, meaning brands blend and ideas fade. Readers crave the dynamic nature of interactive digital content. An ion Interactive study measured the success and general feeling from marketers regarding interactive content. In terms of effectiveness, 93% of marketers say interactive media is great at educating buyers; 88% say it's effective at differentiating brands, whereas static was found to be only 55% effective. Not convinced yet? Did you know that interactive content also drives 2X more conversions than static content? Despite these numbers, many marketers shy away from interactive content. It might be because it has a reputation for being expensive and labor-intensive. But that is an unfair reputation. Creating interactive elements is, in fact, easy, fast and even free. These ten tools allow you to start immediately interacting with customers, which draws them in, converts at higher rates and gives feedback to improve your business. 1. PlayBuzz The original PlayBuzz site is for the average Internet user interested in which Hogwarts house they belong to or testing their knowledge about 1990s TV shows. However, PlayBuzz's business site is tailored to empowering companies to generate an interactive feature, embed it in their marketing content and watch user engagement rise and their...

8 Engaging Examples of Interactive Storytelling in Content Marketing As inbound marketers, content plays an important role in attracting attention and building trust with prospects. Our content can come in many different formats, and the format we choose can speak volumes about the research and ideas within. Interactive content has become increasingly more popular as brands try to cut through the noise and keep prospects' attention long enough to deliver a message. What Is Interactive Content? Interactive content is a type of content created not just for consumption but also engagement. It's designed to prompt action and participation from the audience. The benefit being a higher likelihood of harnessing the audience's ever-decreasing attention span by publishing stories with interactive elements so they gain an active role in consuming information. By dazzling the audience with an unexpected experience, you can increase engagement, on-site dwell time, and social share rates. Types of Interactive Content Quizzes Interactive Video Surveys and Polls Calculators Gamified Content In theory, any type of content can incorporate interactive elements. Interactive marketing requires ingenuity and innovation, and here are some of the ways interactive content currently shows up on the web:  Quizzes By their very nature, quizzes are interactive since input is required from the audience in exchange for valuable personalized content. Interactive Infographics Unlike static infographics, interactive infographics prompt the audience to take their own journey through the information being...

The Ins and Outs of Writing Long-Form Content Let's talk about content. More specifically, long-form content. Not only that, but why it's a good idea to have on your website. Let's say you're looking for a resource about how to start an online business. You want a full rundown, concrete information, and actionable tips that will assist you begin a successful company. You're probably going to want a lengthy resource that's valuable, right? This is the glory of long-form writing. It gives you a chance to provide highly motivated readers with a ton of value and context. Long-form content generally has a word count of more than 1,000 words — so, it’s not the shortest read. That doesn't mean that short-form content isn't useful for your website. You should have both to serve different purposes. Let's take a minute to look at how. Long-Form Content On the surface, long-form content doesn't sound like it's great for user engagement. It might seem counterintuitive to give your audience more to read in order to keep them on your website longer. But it's true, and I'm going to dive into why below. I'm here, however, to debunk that myth. Let's add a definition to the term, first. The purpose of long-form content is to provide valuable information to the reader. If you write long-form pieces — and make sure those articles are useful to your audience — you can increase the time spent on your site and value to your reader....

How To Master Writing Advertorials I'm a huge fan of food magazine Bon Appetit. I love the brand's voice, messaging, and content, so when I found the corresponding YouTube channel for the publication last year, I was immediately sold. When you dive into Bon Appetit's YouTube channel, you'll find a cast of chefs. They either host their own show, make a recipe video, or both. For instance, my favorite Bon Appetit chef, Carla Lalli Music, hosts "Back to Back Chef" on the channel, but also has a few recipe videos. Recently, I went to browse the official website to purchase merchandise. (Hey, I have to represent my favorites!) What I found, in addition to the merchandise, was one of Music's recipe videos for ragu, using a specific brand of sauce from Barilla: "So, cool," I thought to myself. "Even though this is an advertorial, I love the content, so I'll keep watching." An advertorial is, like the name suggests, an advertisement. But they are unique in their own way. Let's define what an advertorial is, and how it can be an excellent marketing choice for you and your team. A good advertorial doesn't clearly state that an advertiser made the post in the copy, but it also doesn't hide that fact. An advertorial should provide the same high-quality content as a blog post or video, but give a spotlight to the product being advertised. For example, let's say I'm on the marketing team for a company that...