Now Is the Season of Our Fresh Content

Taken from an interview with Brian Halligan.


Brian Halligan is co-founder and CEO of HubSpot, an online software-as-a-service company that encompasses search-engine optimization, blogging, social media, landing pages, lead intelligence, and marketing analytics. Founded in 2006, the firm has approximately 8,000 customers in 46 countries.


Today, success is less about the width of your wallet and more about the width of your brain.


The old ways won’t work. Ten years ago, in order to market your business you needed to put money into advertising, hiring sales reps, and hiring a PR agency. That old playbook is dying, and every day it dies a little more.


It is just getting harder and harder to reach humans using traditional markets. Ten years ago, we didn’t have caller ID to screen calls, spam protection or a Gmail Priority Inbox to filter out cold emails, or Adblocker software.


In the future it won’t matter how much money you spend. No one’s opening your emails, no one’s watching TV ads, no one’s listening to radio ads, and no one’s clicking on your pop-up.


But here’s what will work: The way to get new customers is to create fresh content that attracts them—blogs, ebooks, articles, webinars. It doesn’t cost a lot of money, and every piece you create pulls in potential customers through links from other blogs and websites, Twitter users, Facebook, and LinkedIn groups, all pointing back to your content. That’s how search engines will find you. Google loves fresh content.


If you’re an accounting firm, write a blog that is as good as you can possibly write about 2 of the 10 nuggets people need to know now about upcoming changes in the tax code. At the bottom of the page, have a call to action that links the reader to a landing page where he can sign up for your webinar about the top 10 tax moves to make now. That’s how you start building “assets”—your Twitter followers, Facebook fans, LinkedIn group members, subscribers to your site, inbound links, and so on.


The playing field has shifted to benefit smaller companies. If you’re a small business, you’re probably a lot smarter than your big, slow, clunky competitors. Create your own magazine or your own website that pulls people in, and advertise yourself there.