7 Brands That Got Inclusive Marketing Right

Have you ever had trouble relating to ads, TV, or other media because it told stories of people with lives that were vastly different from your own? If so, you’re not alone. Growing up in a small town with partial blindness, the only people I could relate to were characters on TV or in ads. These characters, which included Mr. Magoo, often fit into a specific mold that many people would consider offensive today. They were usually elderly, clumsy, and regularly put themselves into danger by walking into certain situations. It wasn’t until recently, when I was watching an NBC show called This Is Us, that I found a character that I could relate to. The current season follows a blind character over the course of his life — from birth to adulthood. Although he faces challenges as a blind man, he grows up to be an independent musician living in a city. While I enjoy having a TV character that I can relate to, what I admire most about the show is that it[…]

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How to Create a Cinemagraph in 7 Easy Steps

How to Make a Cinemagraph Plan Record Importing and Clipping Creating Your Mask Editing Your Mask Reverse (or Not) As the old saying goes, “a picture is worth a thousand words.” Given that 65% of the population are visual learners, using images as part of your marketing can be the key to ensuring your message gets delivered. As a marketer, you are probably already aware that images are important. They’re easier to digest than a bunch of words on a page and can help support your other content by telling a story in ways that words cannot. Whether in social media posts or in blog posts, images help your audience to better understand what you are talking about, plain and simple. Cinemagraphs can take things a step further. What is a cinemagraph, you ask? The artists over at Cinemagraph.com – where the cinemagraph was essentially born – describe them as “an image that contains within itself a living moment that allows a glimpse of time to be experienced and preserved endlessly.” In plain English, a[…]

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The Content Marketer's Guide to Thought Leadership

Oprah. Dave Ramsey. Seth Godin. Besides being highly successful in business, these people are known as thought-leaders — or experts — in their industry. Similarly, as a marketer, being an expert in your field is crucial. To do that, you have to drive traffic to your site, nurture and convert leads, and build brand authority and reputation. That’s where thought leadership comes in. According to research by Edelman and LinkedIn, out of 1,200 respondents, 58% read one or more hours of thought leadership per week. Additionally, 55% of respondents said they use thought leadership to vet organizations they may hire. Consuming thought leadership content also affects purchasing decisions. In fact, 60% of decision-makers said thought leadership convinced them to buy a product or service they weren’t previously considering. Below, let’s review what thought leadership is and how to use it in your marketing strategy. We’ll also explore the best examples and types of content you can consider creating. A person or company might use thought leadership as a content marketing strategy because providing value to[…]

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How to Create a Successful Blog Strategy: A Step-by-Step Guide

Did you know that 55% of marketers say blogging is their top inbound marketing priority? Did you also know that these marketers are 13x more likely to see positive ROI than marketers who don’t invest in blogging? Over the last decade or so, businesses have increased revenue, improved brand awareness, and boosted conversions with valuable written content published for their target audience and customers. The key here is that their blog content is valuable — it isn’t enough to simply have a blog; there has to be a purpose or reason for its existence. So, how can you create and maintain a successful blog that provides your target audience with worthwhile and high-quality content, all while building your business’s reputation as an industry thought-leader and expert? The answer is with a blog marketing strategy. Before we review the steps to your blog marketing strategy, let’s take a look at how to create a successful blog first. These steps are a necessary part of building your blogging strategy — after all, you need to ensure you’re creating[…]

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The Ultimate Guide to Integrated Marketing

I fly Southwest Airlines almost exclusively. They offer reasonable prices, make it easy to rack up points, and always have fun and kind flight attendants. One thing I’ve noticed about Southwest is their branding is on point. Whether I’m booking a flight on their mobile application, being served my go-to in-flight ginger ale, or walking through the terminal at Midway Airport, I’m surrounded by Southwest’s consistent brand colors, messaging, and imagery. This is an example of integrated marketing at work. If you’re interested in presenting a cohesive, consistent brand experience that leaves your products or services top-of-mind — like Southwest does — this guide is for you. Read on to learn more about integrated marketing and how to create a campaign of your own. Imagine discovering a new brand on Instagram and visiting the company’s website to purchase one of their products. If their website promoted a different message or campaign than the one you found on their Instagram account, you’d have a hard time understanding the gist of the brand, right? Integrated marketing exists[…]

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How We Grew Our HubSpot Academy Instagram Conversions by 475% for Only $6 per Month

Instagram allows brands to reach a massive global and engaged audience, humanize their content, showcase their products or services, and inspire their fans. Over one billion people use the app monthly, and more than half log in daily. The facts are there: Instagram can be a key driver to business growth. I’m on the HubSpot Academy Team at HubSpot, and not only have we read up on the facts, but we also teach them. Last January, we launched a new course on Instagram Marketing, where we brought together internal and industry experts to teach 10,000+ businesses how to develop an end-to-end Instagram marketing strategy for their businesses. So, we’ve done the research and we have the internal expertise — there was just one problem: We weren’t practicing what we taught. Our HubSpot Academy Instagram had been laying dormant for months and didn’t have a clear strategy or owner. We knew that we owed it to our community and to ourselves to fix this. Why Instagram? Despite its growing popularity, we know Instagram isn’t for every[…]

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