You're not in the wrong place! Masters in Marketing is now Marketing Against the Grain.
Same writers, same content, slick new look. We hope you like it!
There’s a new YouTube show called Field Notes, where our senior director of digital marketing and our senior director of media sit down to chat real-world marketing.
I’ve met them both personally and, for both, my first thought was, “Holy CRAP, they really know what they’re doing.”
(My second thought was, “Oh no! They’re smart enough to know I’m three raccoons in a trench coat.” But they were also polite enough not to tell my boss.)
In this week’s episode, they break down the actual process for how HubSpot works with content creators — from identifying best-fit creators to making content briefs to the metrics that really move.
It’s chock full of actionable tips and smart-people thoughts. Here are some of my personal favorites:
Field Notes
On competitive research:
“Brands need to stop doing competitive research against other brands. They need to start looking at creators and publishers. If you want to win in the content game, you have to understand topics and hooks and getting people's attention. There's a reason that no one's engaging with your brand page. For me, whenever we do our research, whenever we put together our content strategies, publishers and creators are the ones we're pulling from.”
~ Kyle Denhoff
On post frequency:
"We should all be posting a little less on LinkedIn. You should only be sharing on LinkedIn if you have something to say, if you have something valuable and original and insightful. And for most people, that is not going to be once a day. It's probably more like once a quarter." ~ Aja Frost
(“Especially if you’re just using ChatGPT to write iiiiiiiiit,” she adds while pulling a face.)
On goal-to-channel match:
“As we're looking at KPIs and platforms, we're looking at how people naturally interact with that platform. For example, an awareness play could look like Instagram or TikTok — more social content. If we're going further down the funnel and we want to generate leads, then we're looking at newsletter and YouTube. Places where it's easy for someone to get to a link, click through, and become a lead.” ~ Alanah Joseph
On creative briefs:
“[Briefs are] a really delicate balance. You want to give enough direction so the creator knows what they're doing and what your goal is as a brand. At the same time, you don't want to give too much direction, because then it doesn't feel like it's part of their feed. Now it feels like an ad.” ~ Alanah Joseph
If you’re considering creator marketing (or already do it), the full video is well worth your 15 mins. (Especially if you like mocking golf shirts and em-dashes.)
