The 20 Best Marketing Articles of All Time, Based on HubSpot’s Marketing Team

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One of the best ways to inform if a show or even movie is worth it is if people never ever get tired of re-watching it. Whether it’s the particular hit television show Friends or the classic movie Forrest Gump , most people never ignore an opportunity to watch Ross pivot his sofa or witness Forrest develop into a ping pong celebrity — even though they’ve already watched it 27 instances.

Content marketing is in its infancy compared to television and film, but some of the best writers and journals in our industry have already crafted articles that we revere as the Friends or Forrest Gump from the space.

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To pinpoint some of these articles and share them with you, I asked nine online marketers at HubSpot what their favorite marketing article is and the reason why. Check out the ones they read on repeat.

To pinpoint a few of these articles and share them with you, I requested a few marketers with HubSpot what a common marketing article is usually and why. Look at ones they read on repeat, plus a few articles that HubSpot’s marketing, content, and blog teams make reference to time and again.

1 . What Creativity Appears to be in Marketing Today | Harvard Company Review

Recommended By: Caroline Forsey, Editor at HubSpot, Marketing Blog

Why She Loves It:

“It’s challenging to choose a single marketing and advertising article as my personal favorite, but the one that has had a lasting impact on me is definitely HBR’s ‘What Creativeness in Marketing Looks Like Today’. Mark Bonchek and Cara France do a great job distilling the wisdom of senior marketing executives from dozens of top brands, varying through Old Navy to OpenTable. One of my personal favorite lines is this 1 — ‘People would be the new channel. The best way to amplify impact is certainly by inspiring creativity in others’. Ultimately, I’m a fan of something HBR, and this item in particular is a good someone to check out if you want to find out more about what top brands are doing to stand out in the industry today. ”

2 . We Analyzed 11. 8 Million Google Search Outcomes. Here’s What We Discovered SEO | Backlinko

Recommended By: the HubSpot SEARCH ENGINE OPTIMIZATION Team

Why They Like it:

“Part original data plus part SEO information, this is one of Brian Dean’s best content. The algorithm is promoting since its publication, but this article helps new marketers understand how SEO works plus why. It’s the how-to guide on SEO, only without the how-to in the name, with data that supports each component of an SEO technique. We love this short article because it reminds us that while the Google algorithm changes every single day, one factor never changes: search engine optimization must be human-first above all else. ”

3. SEARCH ENGINE OPTIMIZATION Is Back. Thank Lord. | New York Publication – Intelligencer

Recommended Simply by: Braden Becker, Senior SEO Strategist at HubSpot

Exactly why He Loves This:

“This article took a brilliant position on search engine optimization (SEO) and how search engines have stood the test of time as new stations break into a marketer’s arsenal. Lots of content articles assert the importance of SEO, but few of them consider the implications websites like Google have got on how the public discovers, consumes, and expects to find out information online. The particular piece boldly guards the positive role ranking algorithms play in an industry that is usually saturated with manipulation and clickbait. It’s something both customers and marketers may learn from, and I acquired a ton of respect for brand spanking new York Magazine right after reading this. ”

4. How Google Analytics Ruined Marketing and advertising | TechCrunch

Recommended By: the particular HubSpot Blog Group

Exactly why They Love It:

“In our field, we often uphold data over emotional appeal, relatability, and empathy (well, maybe those are all the same thing). Consequently, marketing has become less and less human. This article is one of our favorites since it takes us to the roots associated with marketing and tells us why it’s critical to take a holistic look at the brand’s performance across different channels. Most significant, creativity reigns more than numbers and hard data. People may remember a creative, focused campaign that made an appearance once more than they will remember — and like — a spam-like campaign that will appears everywhere. ”

5. The way to Create 10x Articles | Moz

Recommended Simply by: Amanda Sellers, Marketing Manager at HubSpot, Traditional Optimization

Why She Enjoys It:

“This is a articles marketing classic — probably the first publish you’ll ever go through as a content marketing professional. If you’re acquainted with Moz at all, you have likely watched the whiteboard Fridays. Flanke Fishkin’s guide for creating what he phone calls ‘10X content’ came about after the rise from the ‘Content is king’ industry adage. Actually years after its initial publication, information will tell you how you can write strong, authoritative articles that will draw in more readers and improve in rankings as a result. ”

six. ‘We want these types of platforms to be healthy’: Why top marketers won’t quit Fb | Digiday

Recommended Simply by: Amanda Zantal-Wiener, Senior Content Strategist at HubSpot

Why The lady Loves It:

“This is an oldie but a goodie — still relevant years right after it was written, specifically as we continue to be skeptical toward Facebook. Since someone who lives a ‘double life’ being a marketer and a technology writer, I found this article both intriguing and valuable. It explores Facebook’s rocky season from an interesting zoom lens: one that’s of interest to those who reside in the trenches of the tech industry and those who cover this alike. I examined and reported to the consumer sentiment towards and use of Fb, despite these events. But it’s important to ask an audience associated with marketers and growth companies the same queries. This article does a great job of that. ”

7. Advertising in the Age of Resistance | Harvard Business Review

Recommended By: the entire HubSpot Marketing Team

Why We all Love It:

“‘Being about it instead of just talking about it’ is a huge priority not just for the marketing team, however for HubSpot as a whole. We love this article because it tells us that our weblog, advertising, and web site campaigns don’t can be found in a vacuum that’s separate from societal injustices. In our team, we often begin with portrayal — but that’s only the precursor in order to more institutional plus large-scale change inside our organization. Marketing groups everywhere will benefit from saving and rereading this article. ”

8. How to Become a Customer Acquisition Expert | Brian Balfour

Recommended By: Christina Perricone, Content Advertising Manager at HubSpot, Pillar and Order

Why She Loves It:

“Marketing has expanded into a field with countless designations — just calling yourself a online marketer is no longer a sufficient reaction to the question, ‘What do you do? ’ Balfour explains how to build your self into an indispensable, T-shaped marketer by layering your skills when you progress. This classic piece teaches all of us that marketers are experimenters, risk takers, and problem solvers, proving that almost anyone has the propensity to be successful in this industry if they have the endurance to build and stay with a plan. It’s a gem for any marketer who is struggling to determine their path. ”

9. 7 Historic Archetypes Your Brand name Storytelling Should Use | Content Marketing Institute

Recommended By: the HubSpot Weblog Team

Why They Like it:

“Writing a blog post is like writing a short story. The introduction is the exposition, the bulk of the post is the increasing action, and the bottom line is the denouement. Appears pretty straightforward, correct? But without setting up emotional stakes and placing your reader because the hero, you danger your messaging dropping flat. We love this post because it’s like a condensed version of Donald Miller’s Building a StoryBrand. Simple to refer to as we create posts. ”

10. An Imperfect Guide to Inclusive Vocabulary for Startups plus Tech | Barrier

Recommended By: Karla Cook, Team Older Manager at HubSpot, All Blogs

Why She Loves It:

“This content is a must-read for anybody who creates content. It’s a reminder that the seemingly insignificant choices we create about language on a daily basis actually hold lots of power. Creating at ease with inclusive language in mind can seem tricky or maybe silly to some (especially when the word options seem minor), but this article poses problem: why not just consider? ”

11. Why Be All over the place is Bad Help and advice | Racheal Prepare

Suggested By: the HubSpot Sales Weblog Team

Why They Like it:

“Being everywhere and being in front of everyone is extremely, very bad marketing and sales advice. We now have no idea how this particular became such an recognized stance in the industry. Your blog post is a great tutorial for both online marketers and budding entrepreneurs on how to hone messaging so that it appeals to the one buyer who’ll actually buy, use, and appreciate your product. It is especially useful to articles writers, too. Our own pieces don’t have to become everywhere. Simply in the right place at the correct time. ”

12. Why Marketing and advertising Analytics Hasn’t Resided Up to Its Promise | Harvard Business Review

Recommended By: Josh Chang, Manager at HubSpot, Acquisition Analytics

Why This individual Loves It:

“I like this article because while everyone knows marketing analytics is important, it’s challenging to do marketing analytics right so that it includes a significant impact on the overall business. Many businesses suffer from having too much data and not understanding what to do with it. When you have the right data, systems, processes, and people in place, you can much better ensure that marketing analytics isn’t wasted and it has a tangible plus positive impact. ”

13. Just how Redesigning HubSpot’s Internet site Doubled Conversion Rates | HubSpot

Recommended By: the HubSpot Website Blog Group

Why They Love It:

“‘Not an additional HubSpot plug, ’ you might say, but this post is one of our greatest ones — all of us constantly refer to it to remind ourselves how small changes can create a lasting effect. You can see, process-by-process, the way the new website came into being. Written in a example format, this article is a great primer for advertising teams everywhere on how and why they need to consider a website redesign and what to take into consideration. As the post was published a few years ago, the relevance stays higher. ”

14. 4 Lessons We have Learned, Sometimes the Hard Way, About Inclusive Marketing | Believe With Google

Recommended By: Sammi Kim, Marketing Manager at HubSpot, HubSpot Research

Why She Loves It:

“Written by the SVP of Global Advertising at Google, this article speaks to the importance of inclusive marketing. I used to be impressed by how the initial lesson was that the diversity among marketing experts at Google straight impacted their marketing and advertising campaigns. And based on the article’s third session on the importance of excluding stereotypes from marketing and advertising campaigns, I highly believe that having different marketing teams will help run more nuanced, empathetic campaigns. ”

15. 20 Types of Evergreen Articles that Produce Long lasting Results for Your Company | Copyblogger

Recommended Simply by: the HubSpot Blog Team

Why These people Love It:

“Most, if not most, blog posts should try to become evergreen. We took ideas from this article plus continue to take tips as we create an editorial calendar every quarter. Though published a few years ago, this article is still highly appropriate and useful. Numbered lists, how-to lists, and original analysis will always do well. This informative article has never failed all of us and it should be in most content marketer’s arsenal. ”

sixteen. Reflecting on Our Failure to Build a Billion-Dollar Company | Medium – Online companies

Recommended By: Nate Medina, Item Marketing Manager on HubSpot

Why He Enjoys It:

“I love this informative article because it tells the particular intimate story of the founder who had ambitious dreams, but ultimately, his plans didn’t pan out the way he expected. In the pursuit of looking to create a billion money company, however , he learned that success isn’t only about money. It is about creating something you’re truly thinking about rather than something that a person chase revenue with. ”

17. How We Used the Pillar-Cluster Model to Transform Our Blog | HubSpot Marketing Blog

Recommended Simply by: Basha Coleman, Marketing Manager at HubSpot, Historical Optimization

Why She Enjoys It:

“This article is a stellar introduction to a new and improved method of doing content advertising — not just upon blogs, but on websites online as well. Before the pillar-cluster model, we truly built blogs like a tree, with a large number of branches that didn’t interconnect. Relevance, authority, and organic traffic all suffered. But the pillar-cluster model transformed everything, and we recommend it to this day. All of us constantly refers to the establishment of the pillar-cluster model as the level for the HubSpot weblogs. ”

18. What I Learned Through Developing Branding designed for Airbnb, Dropbox plus Thumbtack | FirstRound

Suggested By: the HubSpot Content material Team

Why They Love It:

“We love this article because it gives us a detailed look at how a few of the world’s best-loved manufacturers become so well-loved. This post is part original think piece and part how-to guide. While none of us work in brand management directly, we all come back to this article again and again for its helpful understanding on how we can play a role in making HubSpot a better brand. All marketing experts would benefit from alluding to this article over and over during their campaigns plus positioning efforts. ”

19. Will Marketers Return to Offices in 2021? What Companies Need to Know | HubSpot Marketing Weblog

Suggested By: Ivelisse Rodriguez, Associate Marketing Manager in HubSpot, Historical Marketing

Precisely why She Loves This:

“This article takes anything that happened in 2020 and turns it into actionable opinions that marketing frontrunners can use to manage their own new hybrid workforce. The trends plus data indicate that will remote work is here to stay — even though some companies might resist it, they may sacrifice their marketing experts in doing so. Within an industry that’s normally changing, adaptability is vital and will continue to be key in 2021 and outside of. I love that this article drives that point house for marketing teams and leaders. ”

20. The particular Strange Thing That occurs In Your Brain If you Hear a Good Tale — And How to Use It to Your Advantage | HubSpot Marketing Blog

Recommended By: the particular HubSpot Content Team

The reason why They Love It:

“Joe Lazauskas and Shane Snow, marketing executives in Contently, wrote an e book called The Storytelling Edge. They promoted this by releasing one of the book’s chapters on our marketing blog. This is one of our favorite advertising articles because it uses neuroscience to prove that storytelling is more than a trendy parole. In their excerpt, May well and Shane place in compelling emotional and neurological proof into a narrative about how exactly storytelling is the best method to capture people’s interest, bake information to their brains, and make close, personal bonds. And in an industry where 5% of top quality content attracts 95% of attention, their particular article makes you realize that content marketers can’t just write listicles and ultimate manuals anymore. We must tell gripping stories. ”

Editor’s note: This post had been originally published in February 2019 and has been updated pertaining to comprehensiveness.

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