Madison Marketing Group Blog

A Practical Introduction to HubSpot’s Smart Content Tool

Great marketers know they need to define their ideal customers before engaging them. In the inbound world, these are called buyer personas. And while personas are central to creating inbound content, serving real prospects valuable information in the right place at the right time can be tough work without the right tools.

If you’re using HubSpot, you’re in luck. You already have just such a tool waiting for you in your portal: smart content.

Smart content allows you to intelligently serve up particular messages and offers exactly where prospects need it in the sales cycle without interrupting their experience.

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The 5 Best Ways To Generate B2B Website Content That Drives Search Engine Traffic

For something that can work so well, executing a B2B website content marketing campaign sure can be difficult.

First, you have to figure out to what to write about. It's easy enough to list out your most important target keywords or talk to your sales team to see what customers are asking about.

But then you have to take those ideas and convert them into content that people actually want to read, and that has a chance to make it into potential customers' search engine results.

There's also a sometimes-prohibitive time commitment involved with B2B content generation. It takes a long time to write quality content, not to mention any social promotion, ad promotion, or outreach programs that are part of your post-publishing plan.

So how can you be sure the content you're producing worth the time investment and worthy of search engine placement? These five strategies are typically where we start for our B2B clients that are new to content marketing.

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SEO or SEM, Which Works Better for B2B Lead Generation?

What comes first — the chicken or the egg?

For B2B lead generation, that question falls on deaf ears because the truth is: you can have your cake and eat it too (with a few caveats).

Forget what you heard about how great or horrible pay-per-click advertising (sometimes called SEM or search engine marketing) or an investment in an SEO campaign can be for your business, and instead focus on your goals and the realities of the search landscape you're trying to break into. 

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How to Put Value Back in Your Value Proposition

If you feel anything but confident in your value proposition, it's worth revisiting.

Great value propositions offer a clear, concise and compelling answer to a seemingly simple question: Why should people buy from you?

From your perspective, the answer may seem obvious. But in this case, obvious answers are rarely the best. It can take some serious work to arrive at a great value proposition.

To save you time trying to figure out what's missing from yours, we highlighted the common patterns present in the best ones out there to show you what's powering their success.

Here's some recommedations based on we found works best.

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What Should You Include in your Company Newsletter?

I’m willing to bet that you’ve signed up for an e-newsletter or two in the past. I’m also willing to bet that you’ve unsubscribed from an e-newsletter or two. It’s probably not surprising to you, then, to find out that most people unsubscribe from e-newsletters for one of the following reasons:

  • Too many emails!
  • Too salesy!
  • Boring content
  • And the worst - all of the above
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A Brief Introduction to Inbound Social Media Advertising

Until recently, advertising was a weird taboo for inbound marketers.

As a sensible alternative to the annoying tactics of traditional "outbound" marketing, Inbound veered away from most forms of advertising along with cold calls, purchased email lists and all the other tired methods marketers had clung to for years.

But as it turns out, when we declared the death of the “old way of doing things,” we ended up throwing a few babies out with the bathwater.

Ads didn’t need to be banished outright, they just needed to get a little smarter.

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5 Ways to Add Video For More Engaging Website Content

Adding video to your content strategy

Data from Wyzowl indicates that when both video and text are available on the same web page, 69% of consumers would prefer to watch the video to learn about something.

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How To Create the Kind of B2B Content Proven to Earn Shares and Links

How To Create the Kind of B2B Content Proven to Earn Shares and Links

Each year, Buzzsumo uses data from its trending content software to identify the kinds of B2B content that get the most shares and likes.

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An Inbound 2016 Recap: Smart Social Advertising in a Noisy Web

Many of the sessions at this year’s Inbound Conference covered the topics we’ve come to expect to hear about there.

Whether it’s deciphering search signals, modernizing our selling strategy, or making use of all the data we collect, Inbound is our chance to refresh ourselves on concepts that evolve faster than many of us would like to admit. But this year, a relatively new topic cropped up among the old standbys: Social Advertising.

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6 Reasons Why Online Reviews Should Be A Primary Focus For Local Businesses in 2017

What's the first thing you do when you're looking for a local business to help you solve a problem?

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