The battle for consumer attention has never been so brutal.
We’ve seen an exploding market in brands using on the internet channels to promote their services and products to potential customers.
The problem with this particular model is that you’re not only battling other competitors for this attention; you’re competing towards every site that publishes informative videos, the latest styles, and educational content that serves the needs of their audiences.
We’ve built HubSpot within the belief that you earn interest by being of value. That will belief is at the very heart of HubSpot’s success; generating remarkable content is what makes a remarkable brand. It’s why we have invested in publishing blogs, courses, ebooks, templates, and movies that help generate an incredible number of visits to HubSpot every month.
We can’t stop there, though. Just as the product needs of growing companies have got changed over time, so have their content needs. Newsletters, podcasts, premium content, and other media have exploded in reputation for startups and scaleups looking for best practices and tech news.
So how can companies adapt to this change? All of us believe that the next generation of software companies will invest in mass media that earns the attention of the audience. Instead of the traditional model of having a software company embedded inside of a media corporation, we predict that the next generation of tech companies may have the opposite – a mass media company embedded inside a software program company.
We’re getting our first steps in that will direction today with an pay for that we believe will help HubSpot deliver on the diverse articles needs of entrepreneurs, online companies, and scaleups across the mediums they love.
HubSpot has agreed upon an agreement to acquire The Hustle, a much-loved media firm whose mission is to inspire the next generation of entrepreneurs and innovators.
Traditionally, a B2B company’s marketing plan has been focused on getting their item into decision-makers’ hands and convincing them to buy this. The majority of content published had been whitepapers, functional specs, plus content that helped their own buyers make a purchase decision. Businesses spent their time plus resources building relationships with a small group of people who were actively looking for a product to buy.
Over the past decade, we’ve seen massive changes in how B2B companies approach media, with the explosion in popularity of these developing media products paired with inbound marketing to construct relationships with large viewers across all stages of their business flywheel (attract, engage, convert, delight).
Today, B2B brands can be a daily component of their customers’ lives prior to they even use their item. They can become a daily supply of education and information for their customers. They can grow a large audience for that content simply by creating it for the folks who buy their product as well as the many more who will use it. They could earn the attention of their audience by continually creating value for them.
As we considered how we could keep meeting our customers’ requirements, we knew there was a chance to diversify the content we released and the mediums through which all of us delivered that content.
We began looking for potential opportunities to acquire media companies who experienced the talent and experience in the mediums we desired to invest in. It became obvious to us that The Bustle perfectly met all those needs.
We loved The Hustle’s content. They have a daily newsletter that reaches over 1 . 5 million subscribers each day with the latest tech plus business news. They’ve lately launched a premium content membership named Trends, offering thousands of business ideas for the next generation of entrepreneurs and innovators. Found a very successful business podcasting, “My First Million. ”
We were also incredibly impressed by the entire Hustle team — led by founder Mike Parr. Together the Bustle team has built an incredible product and loyal customer foundation. You can expect the same great content you’ve become accustomed to obtaining from The Hustle and HubSpot is excited to be a part of that will.
We live in a hectic world; it’s not easy trying to grow a scaling company and to keep on top of all the vital content that can help you be more successful. With this acquisition, we would like to give our audience plus customers the content they need within the medium they engage with most, whether that’s blogs, Youtube . com, newsletters, or podcasts. We’re excited about the current media products The Hustle has as well as the new ones we plan to launch together in the arriving year.
It’s never already been a more exciting time for any software company to become a daily part of their customer’s lifestyles through media, and we can not wait to continue innovating about how we earn the attention associated with our audience.
Learn more here.