10 Instagram Marketing Strategies That Work
Ten concrete Instagram marketing tactics that were producing real results in 2017, from Stories ads to influencer partnerships and shoppable posts.
The Archive
2017
Why Programmatic Audio Matters for Your Bottom Line
The business case for programmatic audio in 2017: what it costs against terrestrial radio, and where the real returns show up.
The Rise of Content Clusters
How Google's shift toward semantic search, from Hummingbird through RankBrain, pushed HubSpot and the SEO industry toward the topic cluster model by 2017.
Mobile UX: What Every Business Needs to Know
A 2017 decision framework for how much to invest in mobile UX, built around Google's mobile-first indexing shift and where mobile traffic stood.
A Practical Guide to Marketing Personalization
How marketing personalization works under the hood: rules-based versus algorithmic approaches, the data pipeline behind them and which one to build first.
A Practical Guide to Account-Based Marketing
ABM flips the usual funnel: instead of chasing leads, you pick the accounts worth winning and go deep on each. Here's how it works and when it fits.
A Practical Guide to Marketing Chatbots
Facebook Messenger and Slack made chatbots fashionable in 2017, but most were decision trees in an AI costume. Here is what they could do and how to deploy one.
Mastering Video Marketing: A Stories Era Playbook
An operational playbook for video marketing in 2017, covering Stories, Facebook Watch and the live, short and long-form formats a content calendar needed.
Case Study: Winning With AI in Marketing
An illustrative walkthrough of how a mid-sized online retailer used a Messenger bot and Google's smart bidding in 2017, including what failed first.
A Practical Guide to Voice Search
Voice search changed how people phrase questions and how many answers come back, usually just one. Here is how to write for conversational search queries.
The State of Influencer Marketing in 2017
How the FTC's April 2017 warning letters and the Fyre Festival collapse forced influencer marketing to grow up, and what that meant for brands by mid-year.
Conversion Optimization Trends Shaping 2017
A snapshot of what changed conversion optimization in 2017: mobile-first indexing, session recording tools and why testing became affordable for small teams.
Why Email Automation Matters: Ownership, Labor and GDPR
The business case for email automation in 2017: the economics of triggered sends versus manual campaigns and why GDPR pushed companies toward smaller lists.
The State of Customer Retention in 2017
A snapshot of customer retention in 2017: the subscription economy's rise, the growing customer success function and how businesses measured loyalty that year.
The State of Instagram Marketing in 2017
What shifted for Instagram marketers in 2017, from Stories overtaking Snapchat's format to the platform's first shopping tests and algorithmic feed maturing.
Programmatic Audio: What Every Business Needs to Know
A decision framework for whether programmatic audio, on Spotify, Pandora and podcasts, made sense for your business in 2017.
Building a Content Clusters Strategy From Scratch
A step-by-step guide to building the pillar-and-cluster content model, HubSpot's 2016-2017 answer to a search landscape reshaped by Hummingbird and RankBrain.
A Practical Guide to Mobile UX
Most customers now meet your brand on a small screen, one-handed, while distracted. Here's how mobile UX differs from desktop and what to fix first.
How Marketing Personalization Changed Marketing in 2017
A year-in-review look at how marketing personalization shifted in 2017, from Messenger chatbots to predictive tools within reach of smaller teams.
The Rise of Account-Based Marketing
How account-based marketing went from a niche sales tactic to a formal B2B marketing category, tracing the real vendors and milestones behind the rise.
Mastering Marketing Chatbots: A Marketer's Playbook
A year after the Messenger bot rush, the operational playbook for 2017 is about narrowing scope and fixing the engagement drop-off nobody expected.
A Practical Guide to Video Marketing
How Facebook's 2017 video-first feed, autoplay and live video changed what marketers needed video to do, plus a framework for making every clip earn its budget.
AI in Marketing Trends Shaping 2017
The four AI developments changing how businesses reached customers in 2017, from Messenger bots to smart bidding and voice search.
How Voice Search Changed Digital Marketing in 2017
A year-in-review look at how smart speakers and voice assistants reshaped marketing in 2017, from Google Home's expansion to the first Alexa skill gold rush.
Influencer Marketing ROI After the 2017 FTC Crackdown
Why the ROI case for influencer marketing held up in 2017 even as disclosure compliance, pushed by the Lord & Taylor FTC case, became a real cost of business.