INBOUND ACCELERATOR

Technology is embedded in everything we do each day, most often in ways that no one ever even really stops to think about or question. But even though it is a ubiquitous part of daily life, there is one field where it is still essential to educate and build a foundation of trust in our use of technology: financial services.

Hashtags got their start on Twitter, as a way of sorting and organizing the fast-moving social media channel into areas of interest, but Instagram took the tool and hyper-sized it with up to 30 hashtags per caption.

According to FlowApp, more than 50 percent of marketers had planned to increase the number of webinars they created in 2020—it was the perfect year for it!

At a time when marketing departments are reassessing strategies and adapting to the economic upheaval of a global pandemic that started 18 months ago, many CMOs are looking for ways to address marketing needs to generate and nurture leads, create the high-quality content needed, and yet work within a budget and work environment that require flexibility and a wide range of skills.

Content managers and marketing managers of all types share a few common challenges—tasks that consistently cause stress and challenge their ability to generate the results that are expected. Not surprisingly, the two greatest challenges are also at the core of the work: effective content strategies and quality content creation.

Content marketing casts a wide net and involves many diverse types of content, from live social media video to carefully curated case studies and reports, along with infographics, podcasts, blog posts, emails and every other type of written, visual or audio media imaginable.

When it comes to content marketing, there is plenty of terminology about tactics to know and understand, and we recently provided definitions and directions for an alphabet’s worth of marketing minutiae.

Nearly 80 percent of respondents to HubSpot’s 2020 survey of marketers said they had seen an increase in email engagement over the 12 months prior to the survey. That is great news for email marketers. 

As we mentioned in a full review of website strategy trends highlighting research from our partners at HubSpot, websites are the most important content distribution channel you have, which is likely why nearly two-thirds of marketers reported plans to invest in upgrades within a year following the survey.

In a complex industry centered around information and data, it is no wonder that enterprise software marketers find results in content marketing. When buyers are making decisions about solutions that may need to scale to fit the needs of thousands of employees, often in dozens of locations, the decision-making process is methodical and relies on detailed information and trust.