Paying fairly for news

From the WSJ, news of Facebook paying news outlets to license their content. Facebook Inc. is offering news outlets millions of dollars for the rights to put their content in a news section that the company hopes to launch later this year, according to people familiar with the matter.“people familiar with the matter…” On one hand I’d be thinking: On the other hand, perhaps...

Finding your brand voice

At GROW with HubSpot earlier this week, one of the sessions was by Erik Newcomb from Shopify, talking about strategies for future proofing your brand. Part of his session focussed on the benefit of having a distinct brand voice. An example he highlighted was Naadam – an online fashion brand. Here’s their True Story video: Quirky, funny, compelling. I find this kind of stuff...

Podcast thinking

Seth encourages you to start a podcast. Now is the time. Of his reasons, the third is the compelling one for me: A podcast helps you think more clearly. When you know you need to talk about something you care about, you’ll work to make your thinking more accessible and cogent–and because it’s spoken, not written, you may very well get past that block we were taught in third grade. When Ian and I...

Cockroach Branding wins

Would have loved to have been part of the discussion when Cockroach Labs were deciding on their name and brand positioning.

I get the whole ‘resilient’ angle. Very clever.

And they’ve just closed further funding. Sounds like their product is actually pretty good. But I wonder how employees feel about listing the name on their resumes…

There’s worse I guess.

AI copywriting beats human

Interesting, although probably not surprising, that AI written ads performed better than human written ads, in a test by Chase (the Bank) using an AI platform from Persado. Chase says that ads created by Persado’s machine learning performed better than ads written by humans, with a higher percent of consumers clicking on them—more than twice as many in some cases. The difference can be as simple...

The Ultimate List of Ultimate Guides

We all know HubSpot is a content machine – so impressive on so many levels.

Here’s an example of how they’re completely dominating the ‘ultimate guide’ space:

They are #crushingit (that one’s for you Daniel).

Better marketing forms

I really like this form on the Merkle Digital Marketing Report landing page: Which when selected in the form appears like this: This is a better user experience for everyone – the people downloading the report and for Merkle. I’m only interested in the report, so it saves them, and me, time. There’s no use them trying to follow me up if I’m not interested. Instead all...

Brave Marketing

Interesting analysis via Effie Worldwide on a study of 6000 marketing campaigns: Finally, we graded every winning submission from the past 50 years on bravery. Very conservative campaigns were given a score of 1, while very risky campaigns that put everything on the line were given a 5. The results were fascinating: It turns out that brands and agencies are better off being conservative than a...

Marketing skills for the future

From a guest author on Marketing Mag: A successful marketer of the future understands the importance of data and insights in the context of consumer demands, but also recognises the limits of the team and embraces the technology available to them to solve these challenges with speed and efficiency.Marketing Mag Putting aside that the author works for an AI Martech tool, their following assertion...

YouTube channel research

Incredibly thorough investigation and research into YouTube channel creation and viewership by Pew Research Centre. Pew Research Center used its own custom mapping technique to assemble a list of popular YouTube channels (those with at least 250,000 subscribers) that existed as of late 2018, then conducted a large-scale analysis of the videos those channels produced in the first week of 2019. The...

About Craig

I'm the co-host of HubShots and the CEO of XEN - helping mid-large B2B companies with their digital marketing and lead generation.

Craig Bailey