Its State of Inbound Week and HubSpot VP of Marketing Kieran Flanagan chats with ClassPass CMO Joanna Lord and WordStream founder Larry Kim. On how technology has changed the way people shop and buy, the 3 discuss how brands need to connect with users to create a lasting impressions which in turn result in tangible ROI. Quote of the month comes from Larry Kim on content marketing…While the discussion has great points on when and how to use inbound marketing I thought it leaned too heavily towards inbound marketing (naturally, you say) versus outbound marketing (advertising). Traditional advertising as we know has evolved so much and is very much intertwined with all inbound efforts.

However, there is some really good insights discussed around content creation itself and particularly how content creation needs to be more targeted. One size fits all content isn’t effective anymore. Even every blog post needs to have a target audience in mind (like this one ).  While the cost of producing videos can be obviously higher than social or blog posts, it’s worth refocusing your efforts here. According to Kim, brands should only ‘video-ify’ the most popular written content to further amplify it!

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HubSpot

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