Episode 108: InboundShots 002 End of 2017 Chat

Welcome to Episode 108 of HubShots!

This episode is different to our usual format.

We had caught up with our good friend Moby from the InboundBuzz podcast, in an episode we're referring to as InboundShots 002 (for our first episode ie InboundShots 001 click here).

Recorded: Wednesday 20 December 2017 | Published: Friday 26 Jan 2018

In this episode we discuss:
- After the ebook
- The danger of blindly following industry leaders
- How much focus should we be putting on video?

Listen to the episode here: https://soundcloud.com/hubshots/108-inboundshots-002-end-of-2017-chat

Welcome to HubShots, the podcast for marketing managers who use HubSpot, hosted by Ian Jacob from Search & Be Found and Craig Bailey from XEN Systems.

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After the Ebook

You find your audiences are starting to suffer ebook fatigue... consider when was the last time you eagerly downloaded and consumed an ebook.

We discuss the Yet Another EBook (YAEB) topic, noting that it is audience specific as opposed to a general trend, and thus should be tested and measured. For industries and audiences where ebooks no longer hold the appeal they used to we think through other ways to engage with readers.

Blindly following industry leaders

Next we warn of the dangers of following industry leaders and general 'best practice' advice.

Ultimately our marketing decisions need to be informed by 'test practice' instead of 'best practice' but that can be hard when popular marketing blogs tend to dispense 'general advice'.

Here's a piece of general advice: don't follow general advice. Your audiences, prospects, leads, customers are all people with their own ways of engaging. They're individuals, treat them as such.

We discuss some contrarian examples including Instagram for B2B and a return to Twitter advertising.

Remember: Always test and measure.

How much focus should we be putting on video?

Here's an example of general advice being pushed: you all need to double down on video.

We discuss the merits of this - Moby's plans for 2018 involve an increase in video, Craig's pushing back on the need for video, and Ian's in the middle.

What's your video strategy for 2018?

BTW here's a good example of this is HubSpot's snackable videos.

And this is an awesome example of video (yo Moby):