HubShots Episode 127: Content Strategy Tool Improvements

Welcome to Episode 127 of HubShots!

Welcome to HubShots, APAC's number 1 HubSpot focussed podcast, where we discuss HubSpot tips and tricks, new features, and strategies for growing your marketing results.

This episode we look at the revamped content strategy tool wizard (plus a workaround), think through the impact of data decay, and making calls from HubSpot.

Listen to the episode here:
https://soundcloud.com/hubshots/127-content-strategy-tool-improvements

HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search & Be Found and Craig Bailey from XEN Systems.

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Recorded: Tuesday 26 June 2018 | Published: Wednesday 25 July 2018

Shot 1: Inbound Thought of the Week

Caught up with Charles McKay at HubSpot today

Also Varun, Mads, Nick Bayliss

We are testing a YouTube channel - if that’s your thing.

https://www.youtube.com/channel/UCD3Uo4X-IxPJLE8ygPDQhNQ

Please subscribe, so we can get a sense of how many people find YouTube a good option.

If there’s enough interest we’ll look at providing video as well as audio in the feed.

Shot 2: HubSpot Marketing Feature of the Week

Reset your Content Strategy clusters, and then you can run through the Topic cluster wizard

https://knowledge.hubspot.com/articles/kcs_article/content-strategy/creating-new-topic-clusters-with-content-auditing

Please note: the content audit feature is only available if you do not have any existing topic clusters. If have existing topic clusters already and you'd like to use this feature, you can delete your existing topic clusters to add your topic clusters with content auditing.

After updating, you then wait 24 hours for the analytics to update:

btw

Semantic = buzzword

Noun. semantic relation (plural semantic relations) Any relationship between two or more words based on the meaning of the words.

semantic relation - Wiktionary

https://en.wiktionary.org/wiki/semantic_relation

Shot 3: HubSpot Gotcha of the Week

Understanding Sales Pricing and limits:

https://legal.hubspot.com/hubspot-product-and-services-catalog

Shot 4: Marketing Tip of the Week

Email decay rates - assume >20% per year

Widely cited stat (but we can’t find the actual source) from Marketing Sherpa (https://www.marketingsherpa.com/) that email lists decay at 2.1% per month (which apparently when annualised is 22.5% per year - ie doesn’t account for growth at the same time.)

https://www.hubspot.com/database-decay

This includes people opting out, but also people who change their email address.

Need to be mindful that if you aren’t growing your list by 2.1% per month you are going backwards.

Plus that doesn’t include people who still stay on your list but just don’t engage.

Shot 5: HubSpot Sales Feature of the Week

Calling

You can place calls via VOIP (voice over the internet!) right from within your HubSpot account, or click to connect through a physical phone. Optionally record and log calls to a contact’s record. Lite version in HubSpot CRM includes 15 minutes of calling per user per month.  Starter 500 minutes of calling per user per month & Professional 2000 minutes of calling per user per month.

Saw this notification in a clients account as they have not been using it:

Bonus features:

• You can export out your Quotes you’ve generated from the Deals
• Settings > Sales > Products & Quotes

Shot 6: Opinion of the Week

Influencers and B2B Marketing

Was chatting with someone at Grow with HubSpot Sydney and they were in B2B, but weren’t sure how they could incorporate at an influencer marketing strategy.

Before you get fixated on celebrity endorsements and instagram images, start simple - get reviews for your business. People are influenced by reviews.

Super simple example: we use Brian Halligan at the start of this podcast…

In B2B it may mean it is easier starting at the bottom of the funnel when people are deciding, versus at the top when people are researching.

Shot 7: Emotion of the Week

Occhiolism: The awareness of the smallness of your perspective

http://www.dictionaryofobscuresorrows.com/post/95735249861/occhiolism

Found this via David Perell on Twitter:

https://twitter.com/david_perell/status/1009966684764065793?s=12

Credit to John Koenig from The Dictionary of Obscure Sorrows!

Via: http://www.dictionaryofobscuresorrows.com/

Shot 8: Resource of the Week

Five Years of Google Ranking Signals

from Bill Slawski (SEO by the Sea)

A great example of content that people will share widely but never actually read themselves:

http://www.seobythesea.com/2018/06/google-ranking-signals/

Love that each item has an action point eg here’s the action point related to Google using the first time it crawls a site as a signal, because it uses Domain Age as a signal of quality.

Action items: Create evergreen content that people will find value in over time, and continue to link to. As people continue to link to it, Google will continue to see value in that content.

Shot 9: Quote of the Week

“Customers play ball not just because of extremely low prices but also because IKEA offers them advantages and an experience that other retailers do not. Are there ways in which your firm – or a new venture – could offer customers advantages that would not cost you very much, or would even increase profits?”

― Richard Koch, Simplify: How the Best Businesses in the World Succeed

Shot 10: Bonus Links of the Week

https://blog.hubspot.com/sales/the-psychology-of-selling

https://backlinko.com/seo-techniques

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