Why build a media arm in a software company — Kyle Denhoff // HubSpot
Kyle Denhoff
HubSpot
- Part 1 Why build a media arm in a software company — Kyle Denhoff // HubSpot
- Part 2Using owned content to drive demand — Kyle Denhoff // HubSpot
- Part 3Conducting an annual and quarterly planning cycle — Kyle Denhoff // HubSpot
Show Notes
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02:27Why software companies should build a media armIts a great way to raise brand awareness for the business. Ultimately, the software companies will be able to drive more demand for the products and services they offer.
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03:26What the media team at HubSpot doesThe media team produces blogs, newsletters, podcasts, and videos for their specific channels. By offering value to audiences, HubSpot is able to drive demand for the brand.
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05:33What type of content you should be creatingCreate a content strategy according to the business objectives. Its best to repurpose content that drives engagement and conversions for use on other channels.
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07:56How small businesses should approach content creationIdentify your objective, target audience, and the best channels to reach that audience. Then, focus on investing in those channels.
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13:52How partnerships drive brand awarenessPartner with businesses that are already reaching the audiences you want to. You gain access to their audiences without having to go through an acquisition.
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12:51The value of coWhen done correctly, partnerships can be mutually beneficial to brands. They increase each brands potential to reach a wider audience and make valuable connections with contacts.
Quotes
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"Our media team has over 70 producers, writers, and editors contributing to different forms of owned media. That's one way for us to reach audiences and introduce HubSpot." -Kyle Denhoff, HubSpot, Snr Manager of Marketing Strategy & Ops
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"Within each media channel, we want to offer value to our audience. Ultimately, we want to bring them into the HubSpot ecosystem." -Kyle Denhoff, HubSpot, Snr Manager of Marketing Strategy & Ops
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"On the media side, were trying to grow our reach and demand. With each channel, we're looking at the objective and then building out the editorial strategy after that." -Kyle Denhoff, HubSpot, Snr Manager of Marketing Strategy & Ops
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"Once we find a great hit on the blog, or a topic that's driving a ton of traffic, converting leads for the business. We think about how we can extend that into other mediums." -Kyle Denhoff, HubSpot, Snr Manager of Marketing Strategy & Ops
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"The audience dictates the content and the channels that you invest in. Marketers love podcasts, so marketers have podcasts as a part of their weekly routine." -Kyle Denhoff, HubSpot, Snr Manager of Marketing Strategy & Ops
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"Small businesses pushing product content, demand, and awareness all at once, miss out on their objective, who their audience is, and the mediums to reach them." -Kyle Denhoff, HubSpot, Snr Manager of Marketing Strategy & Ops
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"If someone else is reaching an audience more effectively than you are, you should be having a conversation about how you can partner with them." -Kyle Denhoff, HubSpot, Snr Manager of Marketing Strategy & Ops
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"No matter the size and scale of your company, partnerships are a great way to tap into new audiences. The right way to do it is to make sure that there's value on both sides." -Kyle Denhoff, HubSpot, Snr Manager of Marketing Strategy & Ops
- Part 1 Why build a media arm in a software company — Kyle Denhoff // HubSpot
- Part 2Using owned content to drive demand — Kyle Denhoff // HubSpot
- Part 3Conducting an annual and quarterly planning cycle — Kyle Denhoff // HubSpot
Up Next:
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Part 1Why build a media arm in a software company — Kyle Denhoff // HubSpot
Kyle Denhoff, Senior Manager of Marketing Strategy and Operations at HubSpot, discusses effective quarterly content planning. Your content is only as good as who sees it. Software companies must go beyond owned media to connect with more prospects. Today, Kyle talks about why software companies should build a media arm.
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Part 2Using owned content to drive demand — Kyle Denhoff // HubSpot
Kyle Denhoff, Senior Manager of Marketing Strategy and Operations at HubSpot, talks about the importance of planning, content marketing, and demand generation for content. Owned media is a great way to get in front of your prospects. Rather than an immediate sales pitch, continue to provide value and let them decide when they’re ready to take the next step. Today, Kyle talks about using owned content to drive demand.
Play Podcast -
Part 3Conducting an annual and quarterly planning cycle — Kyle Denhoff // HubSpot
Kyle Denhoff, Senior Manager of Marketing Strategy and Operations at HubSpot, wraps discussion on effective quarterly content planning. You first need to determine who you want to target. Then, you need to figure out how and where they consume content. Today, Kyle talks about strategic planning to get the most out of your media.
Play Podcast
