Hubcast 75: Content Creation, Distribution & Buyer Personas

Welcome back to The Hubcast, folks: A weekly podcast all about HubSpot news, tips, and tricks. Please also note the extensive show notes below, including some new HubSpot video tutorials created by George Thomas.

HubSpot Strategy

Creating Content in 2016 and Beyond

Do you have the basics down? Are you following a content creation process?

• Plan
• Create
• Distribute
• Analyze

Are you thinking advanced content strategies?

• What about refreshing that old content and republishing it?
• What about spending as much time in the distribution stage as in the creation stage?
• What about finding new platforms to repurpose micro portions of your content?

HubSpot Agency Spotlight

Agency: Element Three

Location: Indianapolis, IN

President: Tiffany Sauder

Website: https://elementthree.com/

Their website is off the chain. A big issue we see in the agency space (and yes even Inbound Agency) is that a lot of the sites look a lot like each other. Well not in the case of element three.

Marcus has said, "the companies that bring their elephants front and center will be winners." In this case, Element Three wins the award for putting their elephant front and center on their homepage.

HubSpot Tips & Tricks

This week we dive into two areas I love to play in: Wistia & Wordpress.

• How to create better Wistia playlists with sections
• How to find and use your Wistia analytics
• How to use the SEO Yoast plugin for Wordpress
• How to use the redirection plugin for Wordpress

HubSpot Wish List

Ability to customize blog auto-publishing by social channel.

I just discovered that I can edit the social publishing text for an individual blog post within the Settings>Advanced Options. This is awesome, but a little awkward because I generally customize the text for each social platform. For instance, on Twitter, I use #hashtags and @handles and trade off poor grammar for shorter text, while on LinkedIn I'll often include a longer explanation or excerpt than I do on either Facebook or G+.

I'd love to see a way to customize the message for each platform within the blog post. Until then, I think I'll keep the social auto-publishing option "off" for Twitter at least. Still, what we've got now is a great addition to the interface, and I was very happy to discover it!

VOTE IT UP

Cool HubSpot Tweets

Just found out that I'm officially @HubSpot Certified! #hubspotting #certificationdance [https://t.co/aHhqtc6w3y] pic.twitter.com/S3PKFm9iXi

— Zach Holloway (@zgholloway) December 28, 2015

Here's my attempt at doodling a holiday themed @HubSpot Sprocket! #MyHubStarsSprocket #HubStar #HubSpotting pic.twitter.com/lZtMCYA1yT — Gary Banga (@GaryBanga) December 23, 2015

HubSpot Question of the Week

Hi Marcus!

Maybe this is a podcast-worthy question. I'm having trouble fleshing out our buyer personas in Hubspot. The Hubspot training on this topic is mostly geared to B2C companies. Since we are a B2B company, their examples and training aren't cutting it.

Here's what I can't decide:

Do I create separate buyer personas for our main client industries (for example, HR professional in tech, HR professional in healthcare, Decision Maker in tech, Decision Maker in healthcare, etc)? Does that make it more complicated than needed?

Or do buyer personas called "HR professional" and "Decision Maker" do all I need them to? Is that too simple and catch-all?

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