The Hubcast 82: Your Business & SnapChat, HubSpot CRM, & Inbound 2016

The Hubcast 82: Your Business & SnapChat, HubSpot CRM, & Inbound 2016 Welcome back to The Hubcast, folks: A weekly podcast all about HubSpot news, tips, and tricks. Please also note the extensive show notes below, including some new HubSpot video tutorials created by George Thomas. This episode of the Hubcast is brought to you…
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What Is a Content Marketing Strategy?

According to Google Trends, interest in content marketing has been on the rise since January 2011.
But this should not surprise anyone. We all seem to be awash in content marketing.
What’s surprising is that many content marketers don’t have a documented strategy.
So, let’s fix that. Today, content marketer, we’ll help you get a plan in place.
But first we need to clear up a little confusion about content marketing strategy.
Content marketing strategy defined
Some people like to make a distinction between the terms content strategy and content marketing strategy. The distinction, they suggest, is best explained with a Russian doll: a smaller strategy is inside a larger one.
In this case, content marketing strategy is the smaller strategy inside the larger one, content strategy.
There is some truth to this.
Content strategy, according to Kristina Halvorson and Melissa Rach, involves the planning, creation, governance, and maintenance of content, whereas content marketing strategy focuses on the narrow discipline of marketing content.
Fair enough, but I think this distinction is confusing and needless because we can also talk about content marketing strategy as the planning, creation, governance, and maintenance of content … and not lose any sleep.
I’d like to proceed with a clear definition of a content marketing strategy.
So, if strategy means “a plan, method, or series of maneuvers or stratagems for obtaining a specific goal or result,” the specific goal or result for content marketing would be “building an audience that builds a business.”
For our purposes, then, let’s define content marketing

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Mad Marketing 89: Becoming a Professional Speaker, Making Great Content, and More

Hey friends, it’s Mad Marketing time, and in this fast and fun episode of the podcast, we’ll be discussing the following: -My thoughts on River Pools becoming a national swimming pool manufacturer, all because of content marketing -Reader feedback on Monologue vs. Interview based podcasts -Knowing how many speaking gigs is enough on the road…
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Rainmaker Rewind: New Mini-Series: Things I Love/Things I Hate

I’ve got a good one for you this week.
Sonia Simone, host of Confessions of a Pink-haired Marketer, launched her new mini-series: Things I Love / Things I Hate, and the first episode can’t be missed.
The new mini-series explores things she thinks are awesome and … all the other stuff

Sonia covers the art of finding the right self-promotion balance on Twitter — without turning into a shouty boor. She’ll also give you her thoughts on how to create engaging content that isn’t stuffy or fluffy and focuses on your goals instead.
Plus, she gives advice on choosing and working with editors and copyeditors, and tells you about a place to find super-qualified professional writers and content marketers.
Listen, learn, enjoy.
Here are a couple more episodes you shouldn’t miss this week

In this episode of Technology Translated, Scott and Pamela talk editorial timelines, workflow, and the importance of communication.
Technology Translated:Behind the Scenes of Copyblogger’s Editorial Workflow, with Pamela Wilson

In this week’s episode of The Showrunner, Jerod and Jonny talk Gary Vaynerchuk, authenticity, and the benefits of practicing self-awareness.
The Showrunner:7 Mindset-Altering Lessons from a Recent Gary Vaynerchuk Keynote
And one more thing …
If you want to get my Rainmaker Rewind pick of the week sent straight to your favorite podcast player, subscribe right here on Rainmaker.FM.
See you next week.

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Just 9 Hours Left: Join The Showrunner Podcasting Course Today

One final reminder.
You have until today (February 19, 2016) at 8:00 p.m. Eastern Time (7:00 p.m. CT, 6:00 p.m. MT, 5:00 p.m. PT) to join The Showrunner Podcasting Course before we close the doors to new registrants.
To learn more about the course, and decide if you want to join the hundreds of others who have already made the investment to learn our proven step-by-step process, click here:

You will learn how to develop, launch, and run a remarkable podcast — the kind of podcast that can build the audience of your dreams and transform your career and your business.
And all of the risk is on us.
We offer a complete 30-day money-back guarantee, with no questions asked. So if you choose to hop into the course today — but then realize in the next 30 days that it isn’t the right fit — just let us know, and we’ll be happy to refund your money.
Take a look and decide, but don’t wait.
The doors close later today.

Jonny and I are looking forward to working with you!

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3 Resources to Help You Publish the Content Your Audience Wants

“Oh no. We have to toss them out,” the bartender said with a sour look on her face as she removed a thin, black straw from her mouth. Four intricate cocktails she just made were lined up in a row in front of her.
“All of them?!” her coworker asked.
“Yep. When I taste-tested them, I realized I added too much Fernet-Branca.”
And down the drain the cocktails went.
A couple months ago, I sat a few feet away from this interaction and observed the bartender acknowledge her mistake, even though it was costly. She then produced the proper cocktails before presenting them to her customers.
Although it was arguably not fun to admit she had mixed the drinks incorrectly, she realized it was more important to maintain her audience’s trust and deliver the cocktails they ordered.
Her goal was to serve them what they wanted — and that is the essence of effective content marketing.
Are you willing to change course, if necessary, to deliver the right type of content to your audience? This week’s Copyblogger Collection is a series of three handpicked articles that will show you:

How to absolutely, positively know if your content will rock
How to avoid 11 common blogging mistakes that waste your audience’s time
How to follow the one, irrefutable law of podcasting success

As you work your way through the material below, think of the following lessons as publishing guides for meticulous content creators.

What to Do When You Absolutely, Positively Must Know If Your Content Will Rock


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What Is the True Cost of Building and Managing a WordPress Website?

In any description of WordPress features, there’s one word you’re sure to see:
This is, of course, true. The files necessary to install WordPress on a server and run it are indeed free.
A casual content producer could even sign up at and run their entire website for free, never paying a dime if all they wanted were the most basic features.
But you are no casual content producer.
You use WordPress like we use WordPress: as a serious business tool to drive serious revenue.
You understand — like we do — that the true cost of running WordPress is far from “free.”
So, what is the true cost?
And how can you minimize the total cost of WordPress ownership while maximizing its potential to manage the online content that drives your business?
Let’s examine …
WordPress Total Cost of Ownership analysis
To use WordPress as a tool for building a business, online or off, it needs to be viewed not as “free blogging software,” but as a legitimate business acquisition.
A Total Cost of Ownership (TCO) analysis is a time-tested model of cost assessment for important business acquisitions that has been used in the IT world since the early days of computers.
In IT, as with vehicles and other complex goods, total cost can vary greatly from purchase price.
There are obvious costs to consider (like purchase price and regular maintenance), but there are also other “real costs” that often get overlooked. And if a real cost can be reasonably expected to follow the

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Sour to Sweet: An Advisor Who Transforms Businesses

Every business has moments when it’s on shaky ground.
Sometimes the business is in the middle of a major growth phase. It’s traveling over rocky ground as it transforms from what it was to what it’ll become.
Sometimes it’s simply struggling to put its best face forward on the web.
And sometimes the business lacks the technology or processes needed to get to the next level of growth.
Raúl Colón helps with all of the above.
His story is this month’s Hero’s Journey feature. We’re tapping the collective wisdom of our community members to bring you reports from the front lines of the content marketing world. See all of the Hero’s Journey posts here.
Read on as Raúl tells his story.
How Raúl turns lemons into lemonade
Raúl Colón: Right now, my business works with clients — either management departments of companies or business owners — to recommend new technologies for their businesses.
To accomplish this, I research and take snapshots of their processes.
Once I understand their current state of business, I start mapping out how they can best align their people and processes to help them serve their customers in an efficient and effective manner.
And my business, Limonade, designs and builds websites on WordPress. We create content for clients and consult on how to make their tools work. We also serve as a strategic partner for larger agencies who might need our resources.
Strength in diversity
Raúl Colón: Our strength is that we offer a diverse group of folks from all walks of life.

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Big Bums, Scuffles, and How to Craft Copy Your Competitors Wouldn’t Dare Write

Your biggest copy opportunity is this: your competitors are chickens.
They’re scared of saying something that gets noticed.
They’re scared of writing copy that sounds and looks different from what everyone else is publishing.
They’re terrified of stringing together line after line of notice-me copy that’s actually sticky enough to make visitors do a double-take. To stop bored eyes from rolling along aimlessly. To make busy people pause and take notice.
But what if taking a chance on unexpected copy could bring in, say, 124 percent more clicks? Or 26 percent more leads?
Can you tell these services apart from each other?
Have a look at the following copy from a handful of different sites trying to match people with clothes they’ll love wearing:
Images via,, and
Based on the copy alone, can you tell those services apart from each other?
Do you know which one to choose, and why?
Do any of them make you want to switch from your current method of clothes shopping to their method? To go through the work of creating an account, filling in whatever as-yet-unseen massive forms they’ve got, and giving up all sorts of personal information along the way?
Now take a look below, and see if you notice anything different:
Images via,, and
Did you see that?
The copy on the middle page uses words like “bum” and “boobs” in the headline. Here they are, side by side, for your comparing pleasure:

We A/B tested the Control and Variation

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How Culture and Mission Statements can Kill Sound Marketing, Messaging, and Company Profits

For the record: I like mission statements. I appreciate “company culture” initiatives as well. Done right, these two things can help employees see a “bigger picture” than the relative day-to-day of their job and that thing they sell. But what I don’t love is bad communication, poor messaging, and confusing user experience. And I’m starting…
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