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Brand & Capture

Our Latest Blog Post

The Future Of Content Marketing: 7 Predictions You Need to Know

Carrie Dagenhard
Posted by Carrie Dagenhard

At 6:25 a.m. on March 17, 2014, a magnitude 4.7 earthquake shook the greater Los Angeles area. A mere three minutes later, the Los Angeles Times became the first publication to break the story. How did they do it so quickly? Instead of waiting on a human being to research and report, the newspaper used a content robot that sourced information from the U.S. Geological Survey and compiled a simple article in seconds.

A few days later, one of my friends read about the Los Angeles Times news-writing algorithm and asked if I was scared this sort of artificial intelligence would make my job obsolete. And I laughed off the question. Psh. Robots.

But I’d be lying if I said a tiny part of me wasn’t a wee bit nervous.

Innovation can be scary. And naysayers have been prophesying the end of content writing for nearly a decade. But content creators are nothing if not resilient. We know how to pivot, reinvent and champion our cause. And so far we’ve been successful in this endeavor—88 percent of B2B marketers used content marketing in 2016, according to Content Marketing Institute.

But what does the future hold for what is, in my humble opinion, one of the greatest things that’s ever happened to marketing? 

Hold onto your hat, my friend. The winds of change are upon us.

4 Painless Ways to Create Great Content for Paid Search

Callie Hinman
Posted by Callie Hinman

Fun fact: Every 60 seconds, nearly 3.5 million searches are made on Google.

That’s a lot of eyeballs. No wonder digital marketing spend keeps increasing.

How the Best Designed Websites are Created

Lara Berendt
Posted by Lara Berendt

If you’ve been tasked with managing your company’s website redesign, you probably have an idea of what success looks like: a sleek new website that helps your customers solve their problems and helps your company hit its business goals. But do you have a handle on everything it takes to get from Point A to Point B?

Whether you’re working with your internal design and UX team or with an experienced B2B marketing agency, you’ll be contending with many voices and processes throughout your project. It helps to understand the many tasks that make up a modern website redesign process so you can budget effectively and set realistic expectations with stakeholders.

Let’s take a look at seven key phases and milestones that the best designed websites rely on to take them from concept to completion on a new website and how you can prepare for each one.

Inspiration for Your B2B Website Redesign

Kristen Hicks
Posted by Kristen Hicks

Whole industries are made up of products and services people need, but don’t necessarily get excited about. How are you supposed to make something like accounting services or medical manufacturing products compelling to visitors?

It’s not easy, but it’s not impossible. We dug up a few examples of websites created by companies doing work many of us might consider less than exciting but nonetheless manage to impress. Use these examples to inspire your B2B website redesign.

How to Solidify Your Inbound Marketing Agency Partnership

Annie Zelm
Posted by Annie Zelm

Hall and Oates. Steve Jobs and Steve Wozniak. Key and Peele. Ben and Jerry. 

The best partnerships are those in which two parties continually push each other to excel. Each brings unique talents and characteristics to the relationship. It's a relationship based on mutual respect, honesty and open communication. 

As marketers, these are our relationship goals. Whether we run a marketing department or work for an agency, we all want a partner who gets it, but isn't afraid to challenge our way of thinking. We want someone who trusts their team to do what they do best but still gives appropriate feedback. 

Like all successful relationships, strong partnerships require work on both sides and take time to develop. Here are a few steps you and your team can take to start off on the right foot.

Why HubSpot? It's the Right Software for Marketing and Sales

Sandy Moore
Posted by Sandy Moore

To create a meaningful connection between marketing and sales, you need to deploy the right software.

If you don’t, your inbound marketing efforts will be fragmented and disconnected, making it difficult to create meaningful connections between key pieces of data that inform your strategy.

Marketing could begin to feel overwhelmed and inadequate in their efforts to deliver ROI, and sales may begin to feel frustrated with the lack of communication and unqualified leads entering their pipeline.

Choosing the right software is essential to inbound marketing and sales cohesion. But you may not know where to start or how to choose the right platform for your business.

Here are several reasons why we believe in HubSpot as the top contender.

When Should You Hand Off Leads to Sales?

Jackie Van Meter
Posted by Jackie Van Meter

Marketing and sales departments can sometimes be at odds with each other, and ineffective lead hand-off is a major contributing factor.

The marketing team wants to maximize reach and evangelize the company’s brand. They’re looking for ROI with their lead generation efforts. Meanwhile, the sale team wants to close deals and spend their time talking to qualified leads—not just anyone.

When marketing doesn’t deliver a sales-ready lead, salespeople push back. When salespeople can’t close, marketers push back. This creates more animosity between the two departments.

So, what is the proper procedure to hand off leads? How can marketing and sales work together to achieve more synergy?

How to Boost SEO in 2017

Karen Taylor
Posted by Karen Taylor

If we’ve learned anything since the advent of Google, we’ve learned that Google is constantly tinkering with its SEO functionality. The latest change is to a popular feature called Content Keywords. 

Marketers used Content Keywords to get a list of the main keywords and phrases Google found when it crawled their websites, and to spot hacks. This information allowed marketers to gauge the overall theme of their websites and determine if they accurately highlighted keywords their personas would search for or find interesting.

It sounds like a valuable feature. Yet, late last year, John Mueller, Google’s Webmaster Trends Analyst, announced the company was dropping Content Keywords. This has left marketers with several questions, including this big one: Are keywords still relevant if I want to boost SEO in 2017?

Account-Based Marketing the Inbound Way

John McTigue
Posted by John McTigue

You're standing at the Pearly Gates waiting your turn, but fear not! You're an inbound marketer. You'll be welcomed with open arms because you provide helpful, interesting content that attracts people to your website and gently persuades them to give up their contact information and eventually become your customer. You never resort to spammy outbound tactics that fill peoples' inboxes with "salesy" garbage. You don't twist arms—you shake hands. You strike up a conversation with the guy waiting in line behind you.


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