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HubSpot

Creating HubSpot Smart Content

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Web content is typically composed of written content like blogs, web pages, and email newsletters.  All of this content is somewhat generalized and strategically key-worded for Search Engine Optimization (SEO).  While SEO is an important need to consider, it is also important to remember that actual humans are processing this written information for more than just a word match.  Therefore whenever possible the content should be appealing, easy to read, and accurate enough that they think it actually applies to them.  

Which brings up the question, does a one size fits all approach work in today’s business world?  Are we just adding to the noise, by broadcasting a message mostly for search engine robots to crawl hoping they serve us up to their users?  Perhaps there is a better way, to provide a tailored message, at least in subtle parts that makes them feel like they are being spoken to directly.  This blog post is focused on learning and testing smart content through the HubSpot marketing platform.

HubSpot has created a clever way to tailor content so that certain people see different things.  For example, a person new to a site who is broadcasting with an unknown IP address might see a large green graphic that says “Welcome to this website”. Contrast this with a person who has visited the site multiple times already.  The recognized IP address would be shown a different graphic that would say “Welcome Back to this website”.  For this example, the marketing message would not achieve much, but it illustrates the basics of the tool and logic of how the software works.  Creative and effective ways can be developed to manipulate this tool.  This could be the ticket to provide fresh content on pages that typically do not change much for a couple years.  What a difference it could make for visitors to consistently see new ideas and fresh offerings related to their shopping experience.  Much like going to the same buffet for a week straight.  The first day it was exciting, but by the end of the week, there was no excitement to go back.

HubSpot smart content is the way that marketers at can effectively and efficiently develop different messages for different customers. Setting up for HubSpot smart content is a little tricky, but the really hard part is coming up with a strategy for what you would say and to who.  To experiment with this tool I chose a contact page that was frequently viewed by people around the country.  The goal was to create a different graphic, advertising training events in different states.  This graphic would change, based on the viewer’s IP address.  Should someone from an IP address outside of California, Oregon, Washington, Alaska, Idaho, Utah, Nevada, Arizona, or Colorado visit the pages with this smart content, they will see nothing.  But each person inside those 9 states, should see the respective graphic that matches their location. This method has a greater chance of success in comparison to marketing training events at random to every visitor.  A person in Utah would be unlikely to click on an event for another state.

After establishing contact lists so that the people of each state were divided up into groups, I was ready to construct the graphics.  Similar graphics were designed to show a message inviting them to find out more about training.  The left side of the graphic was altered to show different state names.  Then I positioned the smart marketing module into the page I wanted to test on.  Since then, two weeks have passed and we have the results of HubSpot smart content.  California, due to it’s size and population, is the forefront winner of the most views and clicks.  All states have shown up in the analytics and there is proof that people in Utah are seeing the Utah advertisement as well as other states seeing theirs.  This is an exciting tool that should give us more options for other types of marketing in the future.

How to Hire Freelance Writers

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Recently a client needed help to source a freelance writer to assist with marketing materials.  This post will share some of the experience.

This is a common challenge that exists today for marketing teams trying to find good written content to use in marketing materials like blogging.  Blogging is a type of news feed in which articles can be published online and released in synchronization with other promotions.  One of the goals for web and blog content is to attract a steady readership that will share the content with others on social media channels.  This also helps to raise search rank and contributes to Search Engine Optimization (SEO).

Search rank is controlled by companies like Google and Bing, who will rank your web content based on the overall level of interest by the public.  Creating fresh web and blog content is a never ending task which can require daily maintenance and a coordinated effort across many departments.  Writing this content can become time consuming and difficult to juggle along with other daily jobs tasks.  

For most In-House marketing teams, web and blog content is written by employees that have other dedicated tasks they must attend to.  Having an additional task for writing content can sometimes create a burden that becomes evident when deadlines creep in and project schedules collide.  The shortage of time and resources for written content is what has exposed the widespread need for an external freelance writer.  Additionally a freelance writer could provide an outside perspective to the content and help with SEO strategy.

Beginning with a job posting on Craigslist (a website bulletin board service), many responses flooded in applying to help with the web and blog content.  The responses totaled nearly 100 people which took considerable time to go through. Among them were a few that my client and I agreed were the stronger candidates and we chose to test out.

We hired two writers for similar tasks and hoped to discover a noticeable difference between the two.  Writer #1 seemed to have all the desired skills and interest in taking the projects head on but he repeatedly turned in grammatical errors, even when they were pointed out to him.  Writer #2 turned out to be our favorite due to his punctuation, spelling, and straight-forward approach to the material.  In addition, Writer #2 had experience with SEO and even helped to restructure some of the content to make it easier to understand.

Since moving forward with Writer #2, we have used him on two different blog articles, some web content, and a few brochures.  He has not disappointed and for the price it’s turned out to be a great experience. Over time, it’s anticipated that he and perhaps other freelancers could become a valuable part of the clients in-house team.  

The ability to outsource work successfully should expand the capabilities when it comes time to plan and complete projects.  My client and I have since discussed the potential benefits of having other videographers and designers participate in quoting on jobs or providing an outside perspective.  Craigslist has proven itself to be a valuable resource for talent, provided you can sift through the vast responses.

Other websites and temp services may be consulted in the future if we need to expand our options.