Follow West London Sport on TwitterFind us on Facebook Embed from Getty ImagesDanny Drinkwater replaces Cesc Fabregas in the Chelsea side for the game at Anfield.Summer signing Drinkwater makes his first Premier League start for the Blues. Boss Antonio Conte had suggested that Fabregas, who is on the bench, needed a rest.There is also a starting place for Tiémoué Bakayoko. Pedro and Willian are both on the bench, as are David Luiz and the fit-again Victor Moses.Alvaro Morata, rested for the Champions League win against Qarabag, is back to lead the attack.Liverpool, meanwhile, have Joel Matip back after a thigh problem but are without the injured Dejan Lovren as well as Emre Can.Liverpool: Mignolet, Gomez, Klavan, Matip, Moreno, Henderson, Milner, Coutinho, Oxlade-Chamberlain, Salah, Sturridge. Subs: Karius, Wijnaldum, Firmino, Mane, Lallana, Robertson, Alexander-Arnold.Chelsea: Courtois; Azpilicueta, Christensen, Cahill; Zappacosta, Drinkwater, Kante, Bakayoko, Alonso; Hazard, Morata. Subs: Caballero, David Luiz, Rudiger, Moses, Fabregas, Willian, Pedro.
Share Facebook Twitter Google + LinkedIn Pinterest By John Barker, Ohio State University ExtensionThe Central Ohio Precision Ag Symposium will be held on Wednesday, January 16, 2019 at All Occasions Catering, 6986 Waldo-Delaware Road, Waldo, Ohio from 9 a.m. to 4 p.m. This year’s program will feature the most current technologies available in precision agriculture. These topics will be shared by some of the leading university and industry Precision Ag experts.This year’s program opens with a discussion regarding where we are in Precision Ag today – “The Adoption of Precision Ag Technologies” – Jack Zemlicka, Ag Division Content Director Lessiter Media and ends with a look into the crystal ball – “The Future of Precision Ag” – Dr. Scott Shearer, The Ohio State University.Data management is a “hot topic” in today precision agriculture. Dr. John Fulton will share his insights on “Data Considerations in Today’s Crop Production.” You will learn about data security and who can/has access to your data at afternoon breakout sessions from Climate-Fieldview, Agleader–Agfinity, and My JohnDeere. Learn about the value of your data and opportunities for selling your data at one of the Farm Mobile breakout sessions.Artificial intelligence is changing our industry. Tim Norris will discuss “AI” and share insights from Knox County’s first autonomous tractor. “AI” will be part of several other afternoon breakout sessions as well. New datum changes are scheduled for 2022. Jeff Jalbrzikowski will explain how this change could potentially affect our current maps and GPS positioning files.“To be the premier source of research-based information in the age of digital agriculture” is the vision of the Ohio State Digital Ag Program. Dr. Elizabeth Hawkins will discuss the nearly 100 OSU on-farm research trials conducted throughout Ohio in 2018. Everyone in attendance will receive a copy of the 2018 eFields Report.Afternoon breakout sessions will include manufacturing and technology updates including how to get the most from your in-cab displays from John Deere, Case IH AFS, Precision Planting, Capstan, AGCO, New Holland and Soil Max.$50 registration fee includes a buffet lunch, breaks and a notebook containing all presentations. Seating is limited, and the registration deadline is December 28, 2018.This symposium will provide up to 11.5 Continuing Education Credits (CEU’s) for Certified Crop Advisers: S&W – .5, I.P.M. – 5.5, C.M. – 5.5.This program is sponsored by The Ohio State University Extension, AgInfoTech, Advantage Ag & Equipment, Ag Leader, B&B Farm Service, Beck’s, Capstan, Centerra Co-op, Central Ohio Farmers Co-op, Channel, Clark Seeds, Climate Corp., Evolution Ag, Farm Credit Services, Farm Mobile, First Knox National Bank, JD Equipment, Ohio Ag Equipment, Precision Planting, Seed Consultants, Smart Ag and Soil-Max.For more information or to download registration form, go to http://u.osu.edu/knoxcountyag/2018/11/28/central-ohio-pre…ion-ag-symposium/orhttps://knox.osu.edu/news/central-ohio-precision-ag-symposium or contact the OSU Extension Office in Knox County at 740-397-0401 or AgInfoTech 740-507-2503.
Lasith MalingaPakistan pace legends Wasim Akram and Waqar Younis are relieved. When Sri Lankan pacer Lasith Malinga, who demolished Kenya with a career best 6-38, said he had learnt his skills by watching the duo’s devastating armoury of yorkers, Akram and Younis were happy thanking their stars. Imagine if he said something like this after doing to Pakistan what he did to Kenya. Fortunately, Malinga did not play against Pakistan.
Here’s what we at SB2.0 are doing Do any of you have any other interesting methods at nailing the conversion of traffic to qualified leads? You are probably familiar with the Pareto principle which states that for many phenomena, 80% of the consequences stem from the 20% of the causes. Other people call it the 80-20 rule and end up applying it to all sorts of things ranging from 20% of your company’s sales reps doing 80% of your revenue to 20% of your work time spent creating 80% of your value to your business. What percentage of the website visitors ended up filling out a form that would qualify them as a sales “lead.” This helps determine the shape of the middle of your web channel funnel with the top being traffic. In addition to the first visit and the information the self-selector filled in, I also want to know which web pages she looked at (particularly which ones she looked at more than once); which blog article or discussion forum comments she made; what searches she did on my site or to get to my site; etc. This information is a tremendous help to the company representative assigned to “solution sell” this individual. Armed with this information, that first conversation is far less awkward because you go in really understanding what that potential customer is interested in whether they filled in that part of your form or not! GoogleTrends Those of you who are internet entrepreneurs or marketing folks with an internet presence, are you also looking for this type of information? What else am I missing in my description of how I would turn marketing black art into marketing science? . Basically this graph would be like Google Trends for your business with custom marketing events listed and with information not only on visitors, but on self-selectors. Here’s the particularly impressive Google Trends report on YouTube: Originally published Jan 10, 2007 8:13:00 PM, updated March 21 2013 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack For the people who filled out the lead form, in addition to the information you asked for, I want to automatically know where they came from the first time they visited the site (i.e. a link from a blog article, an adwords campaign, a link from a whitepaper, a search term on Google, etc.). It is common that people will visit your site multiple times before “self-selecting” into a lead form, so it is absolutely critical that you figure out what triggered their first visit. One of the things a lot of marketing executives like about the internet is their online marketing programs can be quantified in terms of traffic. There are a myriad of analytics packages available that can tell marketing executives about unique visitors, return visitors, rss subscribers, geographies, etc. Most marketing execs think of this as the very top of the web channel sales funnel, as they should. Unfortunately, for most businesses, the very top of the funnel is where the science stops and the guessing starts. As a marketing guy myself, here’s the information I need to turn marketing black art into marketing science. about it. Lastly, I want to see an uber graph that has 3 lines plotted: one for first time visitors, one for repeat visitors, and one for self-selectors (leads). Overlaid on top of that graph, I want to see marketing events displayed in a similar way as the events shown on With regard to that first visit information, I want to be able to look at it across all of my leads and quantify which programs, links, search terms, etc. are driving not only traffic, but traffic that eventually self-selects into leads. Lots of marketing activities and blog articles produce boatloads of traffic which are easy to croon about, but at the end of the day, I really only care which activities produce traffic that converts to leads that end up buying something. I have worked in and with a lot of marketing organizations and they all have the Pareto principle on steroids going on. First of all, most marketing leaders in an honest moment will tell you that they suspect 20% of the marketing programs they are doing are creating 80% of their qualified leads. The reason I say they have this problem on steroids is that an honest marketing executive will tell you in the very next breathe that he doesn’t know which 20% is creating 80% of the qualified leads. What can be frustrating for marketing executives is that much of marketing is a bit of a black art that is hard to quantify and nail.
Entrepreneur Development Program Originally published Mar 18, 2007 2:10:00 PM, updated March 21 2013 is relatively impressive. I had no idea all that good stuff was going on right in my back yard. It looks like Sloan could do a better job of marketing these programs. , a weeklong program at MIT, and got a sense from the participants that the program was a very good use of time. I was particularly impressed to hear that they had some of Sloan’s top professors involved with the course, including Duncan Simester (a marketing guru) and Ed Roberts (an innovation guru). If any of you are interested in this type of thing, I would encourage you to check it out. The entire list of I lectured on web2.0 in the — Brian Halligan. classes Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
for a 30 minute overview of the Science of ReTweets! Square Grader data spanning only 4 days, I’ve found at least 3 individuals in the United States who seem to be capable of traveling in excess of the speed of sound. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Social Media Marketing Book Topics: to learn what makes tweets contagious and how to create tweets that will go viral and increase your reach and authority. For now, I’m keeping the identity of these special individuals a secret to allow for greater observation and study. I have a feeling that there may be many more super human Foursquare users, and I’ll let you guys know what I find. Join Dan Zarrella, HubSpot’s Social Media Scientist and author of the Originally published May 20, 2010 7:00:00 AM, updated October 20 2016 Date and time: On Demand The Science of ReTweets With Dan Zarrella Using Foursquare Download the free webinar now
Learn how to generate more inbound leads using SEO, blogging, and social media. Download the free kit Originally published Nov 16, 2010 2:00:00 PM, updated March 21 2013 Brains love contrast. Before and after, faster or slower, easier or harder, engaging or boring, simple or complex, black and white, up and down, expensive and cheap, inside and outside, hot or cold. Your brain instantly takes notice. Setting up a comparison – a “just noticeable difference” – between your target’s frame of reference and your alternative does two important things. First, it sets up tension – and tension needs resolution. We hate it when we don’t know the rest of the story, don’t we? This is the heart and soul of storytelling. Second, it gives you the meaningful separation you need to show how different your difference is. Inbound Marketing Block #1: Grab Their Brain. Decision Trigger: Contrast. Block #3: Closing the Sale. Decision trigger: The Rule of the Rare. for tips and tricks to drive more leads and business to your site. What does all this mean? How can subtle changes help you overcome the noise in the market place today? Let’s focus on three primary blocks you face to getting your message heard and then illustrate how one specific decision trigger helps overcome each. Before we start, understand that we’re not email marketing mavens or social media consultants –– we’re influence strategists. The work we’ll describe here is based on over 30 years of research in the social sciences. It transcends cultures, demographics and marketing budgets. In other words it’s solid stuff. But what you’ll get out of understanding how decision triggers work is the difference between knocking yourself out for a 3% return and making those subtle changes that boost your returns up to 33%. This guest post was writen by Stephen Denny ( We’re bombarded with hyperbole, fluff and bombast, day and night. Believable statements are unique in their rarity. So do something unique. Argue against your own self-interests. , a marketing consultancy that works with corporate clients to improve their sales and marketing performance by applying the social psychology of influence to critical customer-facing initiatives. No matter whether you’re an email marketer, a social media consultant, a brand manager or a CMO with a billion to spend on demand generation – you still need to engineer your message correctly. Spend doesn’t equal conversion. You can either have a message or a mess. You choose. If you’re like most marketers – and you’re being honest with yourself – you probably fall into this first camp. Beating on the gates takes persistence, money and a thick skin. The by-invitation-only option takes an understanding of the psychology of how we make decisions – specifically, it means we have to learn something about how we can tap our target’s decision triggers, those psychologically hard-wired rules that route requests to the inbox or the mental spam filter. Tap the right decision triggers and you move your customer to yes faster. Interestingly, competition is more powerful a motivator than time – your prospects don’t have control when it’s them against someone else, do they? Supplies could evaporate in seconds! We can control our actions if we know how much time is left. Uncertainty is stickier than control. So be honest and let them know about this one of a kind opportunity or you may be inadvertently sabotaging your efforts by telling them that it’s OK to procrastinate. However, you must guard against phony offers to maintain your believability (and your ability to sleep at night, too). We told you at the top of this post what we weren’t. This wasn’t an accident. Saying we’re not social media consultants probably caused a very real physiological reaction in many of you. Go back and read it again and see if you notice. Give a little concession and retreat early on. When you make a careful strategic retreat, your listener acknowledges that you are being honest because you’ve just proven it – and then you can win the game on ground of your own choosing. Whatever request you make next will be coming from a credible, unbiased source – and you’ll be in a better position to get the “yes” you want. Block #2: Disbelief. Decision Trigger: The Strategic Retreat. Topics: , if you’d like to learn more. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack When you tap your targets’ decision triggers, you get them to “yes” faster. We made brief mention above to the difference between getting 3% and getting 33% – when used this framework in a program aimed at Fortune 500 CIO’s that should have garnered a 3% response, we were able to deliver a 33% return. That’s a powerful response. Get the Act now, because scarcity is going fast! Actually, there’s more to it than just shouting, “Supplies are limited!” The Rule of the Rare says that things are perceived as having more value when they are perceived to be in short (and diminishing) supply, when they aren’t commonly known or when there is real exclusivity to owning them. When things get scarce, people get motivated. When there are only 2 Sony Playstations left in the store and your promised your kid you would get one for their birthday you, act immediately. @Note_to_CMO Always ask yourself, “compared to what?” ) of whole white paper here Inbound Lead Generation Kit Decision Triggers
Originally published Sep 7, 2011 8:00:00 PM, updated October 20 2016 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Last week, Dreamforce 2011 became one of the largest software technology conferences in the world. While I was there contributing to HubSpot’s presence at the event, I couldn’t help but think about all the SEO parallels — how a search engine would approach the crowd at Dreamforce as well as each space on the expo floor. After reflecting on those items, I broke them down into three big SEO lessons from what HubSpot did at Dreamforce that made us such an attractive target for people at the show, and what made the show a success for us overall.Lesson #1: Remarkable Content Gets You FoundFirst off, creating remarkable content will help you get found, regardless of where you put it. We created a series of non-descript booths with no signs, names, or banners hanging from the ceiling. Instead, we decorated those booths with staff dressed in orange jumpsuits and holding toy unicorns and iPads. As a result, people couldn’t help but approach us to ask questions and learn more. We also created an interesting iPad app that we demoed, which ran a Website Grader report for a person’s website and a competitor’s site. Our content stood out against the grey curtain backdrop, and people wanted to engage with us. This is rule one of inbound marketing and search engine optimization: create awesome, remarkable content that helps you get found online.Lesson #2: Let Your Swag Drive People to YouThe unicorns were like a badge or widget on the web — every single one was displayed, and they brought more people to us. People saw others walking around with little toy unicorns and wanted to learn more and visit our site as well. Just like distributing a badge or widget to other websites, every unicorn we gave away only further amplified our efforts and spread the word about what we were doing.Every item was the offline equivalent of an inbound link to our website. It spread the word, and people who were mentally searching for “cool stuff at Dreamforce” kept finding unicorns and orange jumpsuits. Just like Google’s algorithm, all of those inbound links kept pointing people back to us at the conference. Be the same in your search engine optimization. Create a widget, badge, or other item that people will want to show off on their website or blog, and each one will become an inbound link for your site.Lesson #3: Don’t Bombard Your Audience With All Your Content at OnceJust because you have a ton of great content created and you’re starting to pick up speed, doesn’t mean it’s time to blow out your whole funnel in one go. Unfortunately, we had only been able to acquire about 3,000 unicorns before we completely exhausted the supply of unicorns in the United States. After giving away almost a thousand on day one, we knew that we had to ration out our unicorns. Our brand impressions and activity at the end of the week would have been severely limited if we didn’t have any unicorns left to give out.And while we would’ve still had our ‘un-booths,’ it would have been harder to generate new leads and attract visitors to our booths without lots of unicorns floating around. Therefore, we had to consciously spread out their distribution in order to get them in front of as many people as possible. This same lesson holds true for your blog. If you front load your blog by publishing five articles in the first week but then have nothing left for the rest of the month, it will be much harder to keep a consistent flow of audience and traffic. Space out your content, and make sure you have a steady flow that will attract search engines and users back reliably.Image Credit: Timothy Takemoto SEO Topics:
Editor’s Note: The free email templates originally featured in this post in 2013 were part of a limited-time offer that is no longer available. However, our free guide to optimizing marketing emails is still available to download here. If you’re like most marketers, email marketing is one of the most powerful channels at your disposal. Email reaches out to an already engaged audience — people who have already said yes to your marketing by opting in to your list (right?). It’s also an incredibly cost-effective channel. In fact, Magill research estimated that marketers earned $39 for every $1 they spent on email marketing in 2012. Now that’s a pretty good stat to include in your next presentation about the value of email marketing if I’ve ever heard one.But how do you take your email to the next level — from a white bread campaign to a five-star email experience? Well, I’m going to let you in on a little secret: You don’t have to start from scratch every time you want to craft a new email. Pre-designed templates are a great way to streamline your email development. After all, you know what they say about reinventing the wheel. That’s why we decided to help you out by using what we know about email marketing best practices and creating five pre-optimized email templates, free to download for a limited time. These templates, which you even can test out using HubSpot’s free software trial, give you everything you need to customize your own email messaging. So rather than fidgeting with column widths or image sizing, all you need to do is insert your email content and … presto! An optimized email in minutes. And to top it off, we’ve also created a helpful guide to go along with it — The Anatomy of a Five-Star Email — which walks you through the 12 components of an effective marketing email. You can download them both here for free.And in this post, we’ll walk you through each of these downloadable email templates, highlight which aspects of their designs address specific email optimization best practices, and talk about the types of email marketing campaigns they can used for. Let’s get started! Template 1: Best for Promoting a Single OfferThis email template takes to heart Da Vinci’s principle that “simplicity is the ultimate sophistication.” In fact, this template is pretty close to the style we use in many of our own HubSpot emails. We’ve learned — and optimization proponents agree — that uncluttering your email messages usually produces the best results. Each email should have a specific goal, and that goal should be immediately evident to the reader. This specific template, for example, is best for promoting a single offer or conversion event.In addition to its clean design, this email template epitomizes several noteworthy email optimization best practices:1) Consistent Company BrandingWhile your emails don’t need to be identical to your company website, giving all your marketing collateral a consistent look and feel helps improve prospects’ overall experience with your brand. In this case, the template echoes the look and feel of the Neambo company website. Because you want the people opening your email to recognize who you are, using complementary brand cues can help your emails stand out from the crowd. In fact, all five of our free templates offer a choice of 33 different colors to enable you to customize elements of your email like its background, headline, and accent colors to mirror your company brand.2) Clear Value PropositionTo generate clicks instead of confusion, your email should immediately address two important value propositions: 1) who your company is and why you matter, and 2) what your offer is and why it’s valuable to your audience. This template does a good job showcasing both of these.First, the company’s value proposition is clearly displayed in the top right corner of this email template — in a marquee, “top of the fold” position. According to Neilson, only 20% of people read below the fold, so putting your competitive advantage front and center is vital to improving email conversions.Beyond a company value prop, you should also address the value of the offer, product, or service you’re promoting in the email in brief, clear, and compelling language. In this template, you’ll notice the bold headline to draw in readers’ attentions, and the copy below it should be used as supporting text that further emphasizes the offer’s value.3) Dominant Call-to-Action (CTA)As we mentioned above, this email template is best for promoting a single offer or conversion event. To achieve it, the recipient must click on the green call-to-action, which is large and visually prominent.An optimized CTA is crucial for bolstering the performance of your email marketing. Even for such a small amount of real estate, 41% of marketers report that optimizing their CTAs is extremely valuable, according to MarketingSherpa. And using this template, you can easily swap the placeholders with your own images and CTAs.4) Relevant ImageAccording to research by 3M Corporation, our brains process visuals 60,000X faster than text. With that in mind, incorporating compelling images in your emails are another great way to capture readers’ attention quickly, engage your audience, and differentiate your emails. At HubSpot, we’ve learned that matching our emails with relevant images significantly boosts our conversion rates. We’ve also noticed that for emails promoting a single offer, showing recipients an image of what they’ll get when they convert (e.g. the cover of an ebook, a screenshot of tools in our software, etc.) also improves email conversion rates. (Same goes for landing pages, too!)5) Social Sharing ButtonsEmail marketing sounds great for generating reconversions from your existing contacts, but how does it impact new lead generation? For instance, at HubSpot, email marketing is one of our top organic lead drivers, even though we’re only emailing people who have already converted into leads. So how does this all add up? It’s all about the shares, people! Adding social sharing buttons will help you magnify the reach of your email messages and reach a whole new set of potential leads with very little effort on your part. You spend so much time developing valuable content, so why not make it easy for your audience to share it with their own networks?6) Visible Unsubscribe Link (And Other Key CAN-SPAM Requirements)You’ll also notice that this email template (as well as all the others in this set) includes a visible unsubscribe link and the physical address for the company’s headquarters, both of which are requirements of the CAN-SPAM Act and ensure your emails are compliant. Neglecting these additions can significantly damage your email sender reputation — and also get you in some trouble with Johnny Law.7) Mobile OptimizedWhile it’s hard to tell from the image of this template, it’s important to note that this template and the four others are all mobile optimized. As tablets and smartphones continue to grow in popularity, keep in mind that more and more people are bypassing their laptop and desktop computers and reading your emails on their mobile devices. In fact, according to research from Litmus, email open rates on smartphones and tablets increased 80% from the beginning to mid-2012 — in just six months! A five-star email message, first and foremost, needs to be readable on every device, so check to make sure your email provider optimizes for mobile (Hint: HubSpot’s email software does … wink wink). When Does This Template Come in Handy?This first template is very multi-purpose. You can use it for just about any email with a single offer or conversion goal — which will probably be the majority of your email marketing. In the example above, you’ll notice the image is product-focused. But if you were to replace this product image with, say, an ebook or whitepaper cover, you’ll probably recognize this as something similar to what HubSpot sends to promote our thought leadership content.This template is less funnel stage-specific. For example, content in emails you might send to promote a single conversion event could range anywhere from an introductory, thought leadership-style content offer such as an ebook, to a middle-of-the-funnel offer like a product webinar, to a bottom-of-the funnel offer like a free trial, to a product upsell/thank you message.Because this template is the most multi-purpose of the group, we had our designers craft three very similar template styles. Which leads us to …Templates 2-3: Variations for Promoting a Single OfferTemplate Two is very similar to Template 1, but it gives you the alignment option of the image/CTA on the left, and the text on the right. Try both options to see which generates the best conversion rate with your audiences. You might even consider A/B testing it! Template Three increases the featured offers per email to two. This template arms you with the opportunity to provide an additional CTA enabling you to test whether your emails convert better with multiple offers. You never know — perhaps your audience prefers the option of two offers to choose from. In addition to promoting specific offers or conversion events, this two-tiled email is great for thank-you/confirmation emails or cross-sell nurturing campaigns in which displaying additional offers is beneficial rather than distracting. For example, if someone just bought red boots from you, they might also be interested in seeing the complementary red backpack or red belt you also offer. Template 4: Best for Ecommerce Emails or Email RoundupsOn the opposite end of the spectrum, Template 4 incorporates a variety of visual elements. This email template is, obviously, designed for email messages that contain more than one possible conversion path or conversion goal.If you have more than one type of offer, experiment with this template to see if its tiled approach generates any additional conversions. For example, if you’re an ecommerce company and your conversion goal is a sale, then any variety of sales from a single email might meet your goals, and giving recipients more choices may actually make sense.Regardless of why this template appeals to you, it’s important to remember that every additional layer of design and content you add to an email increases the likelihood your readers will get overwhelmed. So if you’re trying to get your readers to embark on a very specific conversion path, this template probably isn’t for you.In addition to the email optimization tactics we already highlighted in the first template, here’s how some additional email best practices play out in this template:1) Primary and Secondary Calls-to-ActionCheck out the hierarchical structure of this particular email template. You’ll notice the pyramid approach to featuring both content and CTAs. Even in a rich email like this, you should always clearly highlight a primary call-to-action; in other words, your email’s main goal, which is usually your top-selling product, top-converting offer, or the most desired action you want recipients to take. In this template, the primary CTA is featured above the fold of the email in its own column, with double (and quadruple) the real estate of the secondary offers and CTAs. From there, the template uses design cues to present the secondary and third-tier offers, with subsequently less real estate as the reader moves down. These visual cues tell the reader which parts of your email message you’re emphasizing as most — and least — important. Furthermore, the space at the bottom of the email can be used to emphasize the primary CTA.2) Real Sender NameThis email template also does a good job of improving the personalization of your emails with its placeholder for the email author’s personal signature and headshot. At HubSpot, we’ve found that emails sent from an actual person generate better open and clickthrough rates than emails sent from just the company name. This template makes it easy to upload your headshot and send out more personalized emails with the click of a button.When Does This Template Come in Handy?The most obvious use case for this email template is for ecommerce marketers with multiple products, such as a catalogue store or a photographer’s site. However, this is certainly not the only scenario in which a marketer might want to use this template. For example, a B2B company could use this template to send a year-end roundup of its top thought leadership content like blog articles or ebooks — or to announce widespread pricing changes across multiple products.Template 5: The Best of Both WorldsThis email template is a great blend of a single offer email and a more multi-purpose grid layout, and it plays to the strengths of both — clearly highlighting a primary CTA while offering additional content or offers.When Does This Template Come in Handy?This template would make a terrific email newsletter, with one monthly featured article and a few pieces of supporting evergreen content. You could also use this as a thank-you email, with the primary CTA thanking the user for filling out the form and providing the download or purchase confirmation, and the remainder of the email used to promote related content or products.Editor’s Note: The free email templates originally promoted in this post in 2013 were part of a limited-time offer that is no longer available. However, our free guide to optimizing marketing emails is still available to download here. Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Email Templates Originally published Mar 15, 2013 9:00:00 AM, updated February 01 2017
Originally published Jan 13, 2014 4:00:00 AM, updated August 28 2017 Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Content Creation You probably know what content marketing is by now, but do you know all those little nitty gritty terms you need to know to be fluent in content marketing speak?Maybe you do — but I bet there’s at least a few people in your organization who could use a helping hand getting up to speed.We’ve listed the ABCs of content marketing below to help you map out your content strategy and ensure you’re ticking all of the right boxes to be more successful with your campaigns this year.Free Resource: Content Marketing Planning TemplateHave fun diving in to this glossary of terms — and if we missed any, leave your definitions in the comments below!AAgileHaving the ability to move quickly in the world of content creation is a necessity for inbound marketers. Not only does it enable you to respond to opportunities quickly — like newsjacks, for example — but it helps you recover from failures quickly, too. (And trust me, there will be failures.)Agility is the difference between a content marketing strategy that succeeds and one that falls flat, so work on adjusting on the fly. This post can help you become more agile.AnalyticsMaking use of analytics is the only way you’ll have insight into which content is working — or falling flat. Ideally, you’ll make use of a closed-loop analytics solution so you’re able to see what happens to all that site traffic. Think about how cool it’ll be to tell your boss that your blog post actually generated not just a site visit, not just a lead … but an actual paying customer!BBloggingBlogging is a core component of content marketing, driving site traffic, quality leads, and establishing your position as a thought leader in your industry. Your business blog should be built from a foundation of topics and keywords that you’ve discovered are important to your audience, and that help solve the challenges that your readers face. This means that promotional posts should be subtle and rare.Buyer PersonaKnowing your audience is vital to your success in content marketing — buyer personas help you do just that. They’re little snapshots of your target audience that allow you to create content that speaks to their specific needs.We’ve written tons of content around building your buyer persona, but this blog post in particular is very detailed on the subject. It even includes a template you can use to guide you through building your own personas.CCalls-to-ActionCalls-to-action are a critical part of your content marketing, because they help convert all that site traffic you’re driving through content creation into actual contacts in your database. While not every piece of content you create requires a lead-gen call-to-action, your content should include some sort of CTA — whether to share your content on social, subscribe to your blog, or check out another page on your site. Clickthrough RateClickthrough rate (CTR) is one of the metrics that shows how engaged readers are with your content. Did they click on the CTA at the end of the blog post? Did that visitor turn into a lead? Did they even open the post?This data can inform how you approach content creation, giving insight into which content types and subject matters are most appealing to your readers — and even what type of copy they enjoy reading.Conversion RateTraffic is great, but every business needs new customers to sustain itself. Conversion rates give you an idea of how good you are (or how good your content is) at converting visitors into leads, or leads into customers. (Those are two of the most typical conversion rates content marketers measure, anyway. But feel free to get creative!)Crowdsourced ContentCreating your own content can take more time than you have to lend to it. That’s where crowdsourcing comes into play. Allowing subject matter experts, customers, or freelancers to create your content for you is a prime way to get more quality content published in less time. Compile the content you get back into a really awesome offer and give credit to all the contributors — a win-win for everyone involved.DData-backed ContentBacking up your claims in content with up-to-date and accurate data makes every piece of content stronger, and can help you establish authority when writing controversial or thought leadership content. Make sure you note your source and link back to it to avoid getting into any hot water if your claims are found to be incorrect.Tip: Factbrowser is a great tool to find industry-specific data for your content.Dynamic ContentDynamic content is a way to display different messaging on your website based on the information you already know about the visitor.For example, you could use Smart CTAs so that first-time visitors will see a personalized CTA (perhaps with a top-of-the-funnel offer) and those already in your database see a different CTA (maybe for content that offers a little more information about your product or service).Read this post to learn more about how you can use dynamic content to make your marketing more personalized.EEbooksEbooks are a common type of content that many marketers use — often to help generate leads. They are generally a more long-form content type than, say, blog posts, and go into in-depth detail on a subject.This blog post takes you from start to finish on creating an ebook.Editorial CalendarAn editorial calendar is like a road map for content creation, showing you what kind of content to create, what topics to cover, which personas to target, and how often to publish to best support your inbound marketing strategy.Maintaining an editorial calendar will keep you more organized and show you any gaps you may have in your content library. It also helps ensure you’re doing the right things for your personas and not going way off-track with the topics you’re covering.Don’t have a proper calendar of your own yet? Check out this free, pre-designed editorial calendar template.Evergreen ContentEvergreen content is content that continues to provide value to readers no matter when they stumble upon it. This post serves as a prime example. These posts are typically a content marketer’s best friend because of the tremendous SEO value they provide.Experimental ContentContent can take many different formats, which opens up lots of opportunity for experimentation. For example, HubSpot experimented with offering stock photography instead of the tried and tested ebooks, and it was a huge hit with our audience. While you should continue to do what works to ensure you hit your numbers, you should also try to take a risk with your content once in a while. You never know what success it might yield.FFacebook Facebook is a social network you’re likely quite familiar with already — but it has become so much more than just a platform to publish content and gain followers. You can now utilize the awesome targeting options available through Facebook advertising to find and attract brand new contacts to your website and get them to convert on your landing pages … but remember, you still need awesome content to do it.We created this ebook on how you can use all of the super cool targeting functionality on Facebook to grow your database, if you’re looking for more information on how to take your content marketing to the next level through Facebook.FormatsIt’s always a good idea to try and find new ways to deliver your content. Have you tried video? Webinars? Google Hangouts? Facebook or Twitter Chats? An email tip series? Podcasts? SlideShares? Try out a few and see what works best for your audience. A little bit of research on where your audience is hanging out will help you with this one.GGoogle+Google+ is a social network that allows you to join and create circles in which you can mix and match family members, friends, colleagues, and fellow industry members. While you can use it much like other social networks — to publish and share content, and generate new leads — it also provides content marketers with tremendous SEO value due to the rising importance of social sharing in search engine algorithms. (It is owned by Google, after all.)HHashtagHashtags are a way for you and your readers to interact with each other on social media and have conversations about a particular piece of content.It’s a good idea to create a hashtag for every big piece of content you publish online, and subsequently promote on social so you can spark conversations and monitor them easily. (Social Inbox will also help you with that!)IInbound LinkAn inbound link is when another website picks up your content and links back to it from their site. It’s one of the many criteria for great SEO that Google’s algorithm takes into account, because it’s a sign that your content is high-quality.InfluencersEvery industry has influencers — people that the rest of us look up to because of their experience and intelligence. Knowing who these influencers are helps content marketers stay on top of trends and learn more about their industry. If you happen to have a relationship with an industry influencer, you might consider broaching the subject of co-creating some content together — it could help you increase your own authority and reach in your industry.Infographic An infographic is a highly visual piece of content that is very popular among digital marketers as a way of relaying complex concepts in a simple and visual way. Read more about how to create a knockout infographic here.InstagramThough initially a haven only for younger generations who wanted to post, edit, and share unique-looking photos, Instagram has grown into a premier social network that’s a viable opportunity for content marketers. Many businesses are taking advantage of the site by posting industry related photos that their followers and customers would enjoy seeing.KKeywordsA keyword — or keyword phrase — is what a search engine user inputs when looking for information. Keywords are important for content marketers because the keywords your target audience are typing into search engines are typically good topics to create content about. Spend some time carefully, and analytically, picking keywords (both short and long-tail) to optimize your content and website pages. Here are some tips on getting started with keywords.LLanding PagesLanding pages are the epicenter of your lead generation. For the purposes of content marketing, they are where your lead-gen content assets live so you can convert more visitors into leads, and leads into customers.Lifecycle StagesLifecycle stages are helpful ways to describe the relationship you have with your audience, and can generally be broken down into three stages: awareness, evaluation, and purchase.What’s important to understand about each of these stages is that not every piece of content you create is appropriate, depending on what stage your audience might fall in at that moment. That’s why dynamic content is so great — you can serve up content that’s appropriate for whatever stage that particular visitor is in.Learn more about how to map content to lifecycle stages in this blog post.LinkedInLinkedIn is a social network that allows people and businesses to connect with one another. It’s particularly popular for B2B marketers, though some B2C marketers have found it helpful, too. One major marketing benefit of LinkedIn is their Company Pages — not too dissimilar from Facebook business pages — that allow businesses to promote themselves and broaden their following. Many marketers also see great results from LinkedIn Groups, which are excellent places to share and discuss content with others in your industry.NNewsjackingNewsjacking refers to the practice of capitalizing on the popularity of a news story to amplify the impact of a piece of content. For instance, if Google releases an algorithm update, we here at HubSpot would want to blog about it because 1) it impacts our audience, and 2) Google rewards those who cover news items quickly and comprehensively by bumping up their placement in the SERPs.Next time you come across a big news story that has a tie-in to your industry, see if you can find a way to cover it with your own helpful, relevant spin.OOffersOffers are content assets that live behind a form on a landing page (i.e. they help you generate leads for your business).If you need help putting together some high-quality offers your buyer personas will love, take some time to read over this post.PPersonalizeIn content marketing, personalization means creating and delivering content — blog posts, emails, social posts, etc. — with both the persona, and the lifecycle stage of that persona, in mind.PinterestPinterest is a visual social network typically used by ecommerce marketers, but not without its fair share of top-notch B2B and B2C content marketers. Businesses and consumers alike use the website to post images and photos they like so fellow users can repin (share) that content.Not every company has taken advantage of this site yet, and if you’re one of them, we advise you check out this offer to understand the benefits Pinterest can offer.PromotionSpend the same amount of time planning the promotion of your content as you do developing it. That means you should be using all the channels at your disposal — like email, social, your blog, even PPC — to get eyeballs on your content.QQualityIf you Google “ebook,” within 20 seconds, you’ll have over 170 million search results to choose from. But how many will you actually look at, never mind exchange your personal information for?With the increasing popularity of content, there’s now a bigger need than ever to ensure that your content is jam-packed full of value. Don’t create content for content’s sake — take your time and make sure to keep a super high standard of quality in everything you publish. That way, your readers will keep coming back for more and sharing your content with their network.QuantityEstablishing the right quantity of content to create and share is also important to grow and maintain your audience. Not every business needs to create and share content at the same velocity, though. Choose the frequency that’s right for your business, and stick to that schedule relatively consistently so your readers know what they can expect from you.SSocialGet active on social media. Don’t simply use it to push out your content, but when you do share your content, make sure you create a hashtag that enables you and your readers to interact with each other.Take advantage of the broad spectrum of social sites that are out there today — yes, Facebook and Twitter are the obvious ones, but do your due diligence on the merits of using platforms like Google+, Pinterest, Instagram, etc.Social OptimizationYou can optimize every piece of your content for sharing by adding social sharing icons, email-to-a-friend buttons, and lazy tweets. Make it ridiculously easy for your readers to share your content, because if you don’t provide the option, the chances of them doing the work for you are pretty slim.TTemplatesSeems like a pretty obvious one, but the development of content ain’t easy. Don’t be afraid to get help — use our content blueprint to access tons of tools and templates for developing your content.TwitterWant to share news with your followers? Chat with customers? Give a quick shoutout to some partners? Twitter’s the place to be. The social network allows for 140 character posts that you can share with the world — images and multimedia content welcome, as well.VVisual ContentVisual content is critical for content marketers who want to catch their prospects’ attention. Invest in things like infographics, videos, and data visualizations to help make your content more interesting to consume.YYouTubeYouTube is a very popular platform for hosting your videos, because it has a pre-existing audience for you to tap into. Video marketing is effective for generating traffic to your main website, building brand buzz, and building a social media presence.There are lots of tools out there now to help you create awesome videos without breaking the bank, too. For screen recording, try Camtasia. For free editing, try iMovie for Mac or Windows Live Movie Maker.ZZerys Zerys is a nifty little community of writers who want to create your content for you! If you’re stuck for time or resources, you can use Zerys to contract a writer.Freelancers have proven to be excellent resources for marketing teams all over, so if you don’t think you can handle content creation internally, look into some outsourcing options.What are some other core content marketing terms you think should make this list? Share your suggestions (and definitions) in the comments!