Inbound Marketing Blog

Josh Mason

Head of content at Deeply Digital.

Recent posts:

An Open Letter to Robots From a Content Marketer

Dear Robots,

I’ve always embraced technology. 

When I heard about a TV remote that changes the channel using your mind I wasn’t scared, I was amazed.When I found out about Elon Musk’s skyscraper high spaceship that could potentially take 200 people up to Mars I didn’t freak out, I was inspired.


How Smart Content Can Personalise Your Customer Journeys

Marketing isn’t always that clever.

How often do you immediately close pop ups before you’ve even read what they’ve got to say? How many times do you receive an email that has nothing to do with your interests whatsoever?

This is because more often than not you’re being served up the same content as everyone else.

But you’re not the same as everyone else.

If you’re a loyal customer of a brand for the past 10 years then you don’t need to be pitched with marketing offers when you land on their home page. Whereas If a new visitor landed on their site for the first time it might be more appropriate.

The point is that effective marketing is about appreciating everyone’s unique customer journeys and trying to make their entire experience as personalised as possible. One of the most effective ways to do this is through the use of smart content.

So throughout this article I’m going to take a look at what exactly smart content is and how you can be using it to your advantage.


The Essential Checklist for Analysing Lead Nurturing Workflows

Forrester research found that companies who excel at lead nurturing generate 50% more leads at a 33% lower cost.

Pretty convincing numbers right?

However there’s a crucial part of lead nurturing workflows that can often be neglected by marketing departments.

The analysis.

We understand that workflows can take a lot of careful planning to create, but your work isn’t finished once they’re live. You need to review them with a fine tooth comb, otherwise how will you know what to do to improve your next campaign?

So we’re going to run you through a checklist of what needs scrutinising the next time you’re trying to dissect the success or failure of your workflows.


Migrating or Redesigning Your Website? Here’s How You Can Update Your HubSpot Templates


How to Avoid Unnecessary Overspend on Contacts

The more contacts the better right?

More contacts means more opportunities to sell and ultimately more revenue in the long run.

It’s a no brainer surely?

Well, not exactly.  

If you’re an enterprise HubSpot user you’re charged £7 per 1000 new contacts each month, if you’re a pro user it’s £35 and for basic users it’s £70.

While this may seem like a pretty insignificant amount of money, if you’ve got poor quality data within your database you could be looking at thousands of pounds needlessly coming off your bottom line every single year.

Also, if you’re a small to medium sized business and you’re trying to identify areas where you can make savings, your contact list isn’t often the first place you’d think to look.  

So why is this happening and how can you make sure to avoid it?   


The Biggest Mistakes You’re Making with HubSpot Workflows

I met a guy at a marketing event in London one time and we ended up talking about workflows -  it seemed like the natural ice breaker.

After some back and forth pleasantries, he told me something that I couldn’t quite believe.

He was trying to build one single workflow to get customers from a top of the funnel content offer to the bottom of the funnel. And he typically had an 18 month sales cycle. Yep, that’s right, he was trying to string together about 18 months of lead nurturing emails into one almighty workflow.

So I wasn’t surprised at all when he started telling me about the woes and complications of adding new content items to the existing workflow and trying to optimise the process.

This conversation got me thinking. How many other people doing this? How many other people are creating a lead nurturing nightmare for themselves, simply because they’re falling into common pitfalls?


Are You In the HubSpot Trough of Disillusionment?

Are you still failing to hit your lead gen targets?

Is HubSpot a lot harder to use than you thought it would be?

Are you ready to give up on inbound marketing?

Let me start off by saying that what you’re going through is no fault of HubSpot’s, it’s a user issue. But don’t take that personally, you’re not the only one dealing with these issues, they’re extremely common.

Let’s journey back to why you first started using HubSpot.


How Marketing and Sales Can Start Earning Back 10% Revenue a Year

It’s been estimated that a lack of alignment between marketing and sales departments accounts for as much as 10% lost revenue per year.  So imagine the possibilities if, in some dystopian future, marketing and sales aren’t just getting along, but are productively collaborating with each other.

This may sound like a very abstract concept, but it doesn’t have to be. Both marketing and sales have a lot that they can learn from one another and contribute to your overall company culture.

So let’s say that marketing and sales call a truce and unite to fight for that 10% back, how would they go about it? 


How to make your content stand out

Ah the irony of writing a blog post about how to make your content stand out when there are already a thousand posts out there about how to make your content stand out.


There’s a Middle Ground Between Clickbait and Yawn Worthy Headlines

Your blog title is arguably the most important part of your post.

It doesn’t matter if the content itself proves the big bang theory or is the greatest cat video ever seen, if the headline isn’t good then no one’s going to click through.