Marketing like a media company

ףקש החיתפ רתוימ זבייו דוגב ברעה תא ליחתהלו ךייחל ךל
םורגיש

L e t ’ s s t a r t
w i t h a p op q u i z .

Source: The Generalist

I’ m no t g o i n g t
o t al k ab o ut AI.

W ha t A m I g o i ng
t o t a l k a b o u t ? W h y p e ople d o n ’ t c ar e ab o ut y o u Y o ur t r ue c o mpe t i t or s M ed i a & C o m m u n i t y C a se S t ud y : H ub sp o t

A l i ttle b i t ab o ut
my s e l f I ha v e a c u te d a u ghte r , N a om i* & a n a ma z i ng s i g n i f i c a nt o th er , Y a e l BA i n Li be r al A r t s R e c o ve r i ng P r od u c t D e s i gn er C ur a t or & C o - f o u n d e r @ T h i n gs W e S en d & THINGS WE WANT TO L E ARN N e w sle ttere r (T ab T ab T a b & T h i ngs I F o u nd O n T w i t ter ) R e se ar c h e r & A n a l y s t @ Wi x M a rke t i ng I’ m an all ar o un d c ur i o us pe r so n w i th w a y t o o ma ny t a b s ope n . * A n d al so “BOOBA ANNA

I re al l y e n jo y m
ak i ng p r e s e n t a t i o n s

I re al l y e n jo y m
ak i ng p r e s e n t a t i o n s I h a t e pre s e n t i ng the m …

114 sl i de s ~27 b uz z w
o rd s & o nl y 30 m i n u t e s

P e ople d o n ’ t c a
re ab o u t y o u ! (O r y o ur p r od u c t s . O r y o u r b r a n d )

B r and M a rk e t i ng
C o n tent M ar k e t i n g S o c i al M ed i a M a r k e t i n g P erf or mance M a rk e t i n g P r o d u c t M ar k e t i n g

PPC SEO UTM KPI ROI CTA CTR CPC CPM CR
SMM CLV CAC B2B B2C CRM CMS GTM LTV MVP PPL S a a S SERP TAM TOFU USP WOM

I n gene r al … p e o pl
e d o n ’ t c a re a b o u t a cr o n y m s .

P e o ple c a r e ab o
ut th em s el v e s . A n d the i r l o v e d on e s .

S o i s mar k e t i ng
de a d ?

N o . I t ’ s ju s t
c h a ng i ng .

C l a s s i c ma rk e
t i n g fu nnel A w a re ne s s I nter e s t C o n s i der a t i on I nten t E v al u a t i o n P u r c h a se

I n b o und ma rk e t i
n g fu nnel T o p o f the F unn el (A w a rene s s & Di s c o very ) Mi d dl e o f the fun nel C on s i der a t i on BOFU C onver s i on

H o w m ark e te r s th
i n k pe ople b uy : 1. B uyer s e es a d . 2. B uyer cl i ck s ad . 3. B uyer p ur cha se s . ho w pe opl e a c t u a l l y b u y : 1. B u y e r see s a d . 2. B u y e r ge t s d i s t r a c t e d b y c a t . 3. B u y e r f o r g e t s a b o u t b r a n d . 4. B u y e r see s o r g an i c p o s t 3 d a y s l a t e r . 5. B u y e r l i k e s o r g an i c p o s t . 6. B u y e r scr o ll s on ... 7. B u y e r g oe s t o w o r k 2 d a y s l a t e r . 8. B u y e r see s a n o th e r ad . 9. B u y e r c l i c k s and b r o w s e s s i t e . 10. B u y e r ge t s d i s t r a c t e d . 11. B u y e r scr o ll s on . 12. B u y e r f o r g e t s a b o u t b r a n d ... 13. B u y e r see s f a v or i te i n fl uence r t al k i ng a b o u t b r an d . 14. B u y e r c l i c k s and b r o w s e s s i t e . 15. B u y e r a d d s pr od u c t t o c a r t . 16. B u y e r ge t s d i s t r a c t e d . 17. B u y e r scr o ll s on . 18. B u y e r f o r g e t s a b o u t b r a n d ... 19. B u y e r h e ar s fr i e nd t a l k i ng ab o ut b r and 7 d a y s l a ter . 20.B u y e r se a r che s em a i l f or d i sc o u n t t he y g o t d ur i n g ATC. 21. B u y e r sh op s A m a z on f or c h e a p er p r i ce . 22. B u y e r ge t s d i s t r a c t e d b y A ma z on . 23. B u y e r scr o ll s on . 24. B u y e r f o r g e t s a b o u t b r a n d ... 25. B u y e r i s a w a k e l a t e a t n i gh t a f ter d r i n k i ng t o o mu ch c o f f ee . 26. B u y e r i s d o om s c r o l l i n g . 27. B u y e r see s a n o th e r ad . 28. B u y e r c l i c k s and b r o w s e s s i t e . 29. B u y e r ge t s sl e e p y . 30.B u y e r f all s a s le e p . 31. B u y e r f o r g e t s a b o u t b r a n d ... 32. B u y e r ' s g i rl f r i end ma k e s o f fhan d c o mm ent a b o ut t h e i r b i g ge s t i nse c ur i t y 7 d a y s l a t e r . 33. B u y e r c l i c k s and b r o w s e s s i t e . 34. B u y e r g oe s t o the i r c a r t . 35. B u y e r f i n a ll y p ur ch a s e s .

H o w m ark e te r s th
i n k pe ople b uy : 1. B uyer s e es a d . 2. B uyer cl i ck s ad . 3. B uyer p ur cha se s . ho w pe opl e a c t u a l l y b u y : 1. B u y e r see s a d . 2. B u y e r ge t s d i s t r a c t e d b y c a t . 3. B u y e r f o r g e t s a b o u t b r a n d . 4. B u y e r see s o r g an i c p o s t 3 d a y s l a t e r . 5. B u y e r l i k e s o r g an i c p o s t . 6. B u y e r scr o ll s on ... 7. B u y e r g oe s t o w o r k 2 d a y s l a t e r . 8. B u y e r see s a n o th e r ad . 9. B u y e r c l i c k s and b r o w s e s s i t e . 10. B u y e r ge t s d i s t r a c t e d . 11. B u y e r scr o ll s on . 12. B u y e r f o r g e t s a b o u t b r a n d ... 13. B u y e r see s f a v or i te i n fl uence r t al k i ng a b o u t b r an d . 14. B u y e r c l i c k s and b r o w s e s s i t e . 15. B u y e r a d d s pr od u c t t o c a r t . 16. B u y e r ge t s d i s t r a c t e d . 17. B u y e r scr o ll s on . 18. B u y e r f o r g e t s a b o u t b r a n d ... 19. B u y e r h e ar s fr i e nd t a l k i ng ab o ut b r and 7 d a y s l a ter . 20.B u y e r se a r che s em a i l f or d i sc o u n t t he y g o t d ur i n g ATC. 21. B u y e r sh op s A m a z on f or c h e a p er p r i ce . 22. B u y e r ge t s d i s t r a c t e d b y A ma z on . 23. B u y e r scr o ll s on . 24. B u y e r f o r g e t s a b o u t b r a n d ... 25. B u y e r i s a w a k e l a t e a t n i gh t a f ter d r i n k i ng t o o mu ch c o f f ee . 26. B u y e r i s d o om s c r o l l i n g . 27. B u y e r see s a n o th e r ad . 28. B u y e r c l i c k s and b r o w s e s s i t e . 29. B u y e r ge t s sl e e p y . 30.B u y e r f all s a s le e p . 31. B u y e r f o r g e t s a b o u t b r a n d ... 32. B u y e r ' s g i rl f r i end ma k e s o f fhan d c o mm ent a b o ut t h e i r b i g ge s t i nse c ur i t y 7 d a y s l a t e r . 33. B u y e r c l i c k s and b r o w s e s s i t e . 34. B u y e r g oe s t o the i r c a r t . 35. B u y e r f i n a ll y p ur ch a s e s . S o ur c e (S ar a h L e v i nger )

A u d i ence b u i l d
i n g fu nnel R ente d A u d i ence (S o c i a l M ed i a , M a rke tp l a ce s , O ld med i a e t c ) O w n ed A u d i e n c e F r ee c o nte n t (B l o g s , ne w sle t ter s ) M one t i z ed A ud i en c e

i n g fu nnel R ente d A u d i ence (S o c i a l M ed i a , M a rke tp l a ce s , O ld med i a e t c ) M one t i z ed A ud i en c e O w n ed A u d i e n c e F r ee c o nte n t (B l o g s , ne w sle t ter s )

i n g fu nnel R ente d A u d i ence (S o c i a l M ed i a , M a rke tp l a ce s , O ld med i a e t c ) O w n ed A u d i e n c e F r ee c o nte n t (B l o g s , ne w sle t ter s ) M one t i z ed A ud i en c e 🧑💻🧑💻🧑💻 🧑💻 / 💰💰💰 🧑💻🧑💻 / 💰

T he B o d y C o a c
h A ud i en ce b u i l d i ng fu nn el

L e t ’ s t al k a b
o ut the b i g ge s t arb i tr a ge i n marke t i n g 🤑

M arke t i n g l i ke a
med i a c o m p any 👀

T r a d i t i on a l
M arke t i n g O utb o und C on ferenc e S p o nso r s h i p s O ut -OF-H om e PR P ar t n e r s h i p s A d ve r t i sem e n t s B uy i n g l e ad s C o n t ent M ar ke t i n g I n b o un d B l o g E b o ok s G u i de s W eb i nar s SEO S o c i a l M e d i a MEDIA S ho w s D o cumen t ar i e s Fi l ms CR E ATORS/UGC B o o k s P od c a s t s STUNTS C om m u n i t i e s

C o n t ent M arke t i ng
M ed i a C o n t ent F or m D r i v i ng a c t i o n / C o nve r s i on or i e n t ed T ell i n g a s t ory . S ub tl y ad v o c a t i ng a b o u t v al ue s / nor ms /i s s u e s C l o s el y a f f i l i a t ed w i t h the b u s i n e s s L o o s e a f f i l i a t i on t o c ore b us i ne s s . S o f t p o we r .

VS. E d u c a t i on al
C ont e n t , A d s O r i g i n al c on t en t t h a t c e le b r a t e s the e nt re p rene ur i a l sp i r i t .

C ont e nt M EDIA

Di s tr i b u t i ng l
i k e a m e d i a c omp an y 📺

Wi s t i a

“ T he numbe r o f i m pre
s s i o ns i s no t the n u m ber o f pe ople i mpre s sed . C h r i s S a v a g e , Wi s t i a CEO & c o - f o u n d e r

Li qu i d de a th

“ W e ’ re a c tu al l
y t r y i ng t o b u i ld a l e g i t i m a t e br a nd t hr o u g h e n ter t a i nme nt a n d m a k i n g p e opl e h a v e a re a son t o f oll o w u s o r c a r e ab o ut us B e y o nd j u s t t h e l i qu i d i t s e l f . Mi ke C e s s ar i o , Li q u i d D e a t h F o u n d e r & CEO

ho w t o w or k b e tt
er an d l i ve sma r t er . S t or i e s o f m od e rn b u s i n e s s . B old b u s i ne s s and t e ch n e w s B a r s t o ol S p or t s i s a sp or t s & p op c ul tu r e b l o g c o v er i n g t h e l a te s t n e w s and v i r al h i gh l i ght s w i th bl o g s , v i d e o s and p od c a s t s . M a i l c h i mp he l p s smal l b us i ne s se s d o b i g t h i n g s , w i t h t he r i g h t t o ol s and gu i d anc e e ve r y s t ep o f the w a y . O mn i- ch a n nel pr o v i d e r o f re t a i l and o n l i ne g a m i ng , l i ve r a c i ng a nd sp or t s b e t t i ng en ter t a i nme nt . I nb o u nd M arke t i ng , S al e s , and S e r v i c e S o f t w are

W ork T o g e th er t o
B u i ld P r o f i t ab l e O n l i ne B u s i n e s se s Fi n d i ng th e ne xt b i g t h i ng j us t g o t e a s y C o nfe r e nc e s , t r a i n i n g , and c ont ent f o r the w or l d ’ s l a r ge s t PM c ommu n i t y O nl i ne p a ym ent p r o ce s s i ng f or i nt ern e t b us i ne s se s P r od u c t E xper i ence a n d Di g i t a l A d opt i o n S ol u t i o ns I nb o u nd M arke t i ng , S al e s , and S e r v i c e S o f t w are

B u i ld & o p er a te
b us i ne s se s w i t h o ut c ode O nl i ne c l a s s e s i n p ho t o g r a p hy , a r t , de s i gn , c r a f t & DIY, m ark e t i n g e t c . Y o u r D a i l y D o s e o f Fi n anc i al N e w s T he e a s i e s t w a y t o a ut om a t e y o u r w ork F reel a n ce S e r v i c e . O n d e ma nd . C o m m i s s i on - free S t o c k T r ad i ng & I n ve s t i ng A p p

C a se S t ud y : H u
b S p o t

I n b o u nd M ar k e
t i ng 🙋

• 3 ma i n y o utube c ha
n n e l s • P od c a s t n e t w o rk - 34 P od c a s t s ( s ome o f t hem a re t op 20 o r e v e n t op 10 i n the i r c a t e g o ry , m a i n l y M y Fi r s t Mi ll i o n & C re a t i v e E l e ment s & T he H us t le D a i l y sho w ) • E xp and i n g the i r cre a t o r s pr o gr a m t o Y o utu be r s a s we l l H u bsp o t ’ s C o n t e nt E m p i r e H ubsp o t C r e a t o r s

• B e t we en 5-8M a n n
u al v i s i t or s t o th e i r ma i n s i t e • O ver 500 k -2M annu al v i s i t s t o T re nd s ( p a i d s i t e ) • O ver 11 k mem b e r s i n v ar i o us n i c he FB gr o u p s • O ver 2M ne w sle t ter s u b scr i be r s • P op ul ar p o d c a s t & Y o ut u be ch a n nel (M y Fi r s t Mi l l i o n ) w i th m i l l i on s o f d o w nl o ad s w o r ld w i d e

• F l a gs h i p p od
c a s t o n t h e ne t w ork w i t h m i ll i o n s o f m o nthl y d o wn l o a d s • T he y r ank i n t o p 20/ t o p 50 i n US c a te g o r i e s l i k e B u s i ne s s & E nt r epr e n e u r sh i p • T he y i n ser t a fe w ho s t - re ad ad s thr o u gh o u t t he p o d c a s t , e i the r pr om o t i n g H ubs p o t pr od u c t s • O r o th er p od c a s t on t he ne t w o r k M y Fi r s t Mi l l i o n P o d c a s t

• 482K su bsc r i b e r s
• Vi e w s r a ng e be t wee n 10 k -80 k . T op one s ha ve o ve r 200 k v i e w s • T hu mb n a i l s ar e op t i m i z e d f or YT • U s i ng YT sh o r t s w i t h cl i p s f r om the sho w , s ome o f th e m h a ve +4M v i e w s • N o ad s or m ent i ons o f H ub sp o t on th e v i de o s , on l y on th e a c t u a l p o d c a s t M y Fi r s t Mi l l i o n Y o utub e

T he y g r o w t h e
p od c a s t b y sha r i ng c l i p s on s o c i al a c c o u n t s (C r e a t ed b y c o mmun i t y me mb er s )

T he y s t ar t ed i mp
le ment i n g the s a me p l a yb o ok w i th t h e T h e H us t l e C h a nn e l 3.8 k S u b s → 45 k sub s (‐ 1000%)

H ub s p o t M ar k e
t i ng YT 286 k S ub scr i b er s H ub s p o t YT 50.6 k S ub sc r i ber s VS

H ub s p o t M ar k e
t i ng YT 423 k S u bscr i b e r s H ub s p o t YT 116 k S ub sc r i ber s VS

• 423K su bs cr i b e r s
• Vi e w s r a ng e be t wee n 1 k -10 k . T op on e s h a ve o v e r 500 k -1M v i e w s • T hu mb n a i l s ar e op t i m i z e d f or YT • U s i ng YT sh o r t s w i t h e i th e r c l i p s f r o m th e l o n g e r v i de o s , or o r i g i nal s h or t f orm o ne s • P u tt i ng the c re a t or s f r o n t an d center • F o cus i ng o n d i g i t a l m a rke t i ng a nd s ale s i n ge n e r a l , and some t i m e s me n t i o n i ng H ub S p o t p r od u c t s i n the v i de o H u b S p o t M ar ke t i n g Y o u t ube

T he y a l w a y s pr
omo t e o ther H ubs p o t fr e e c onte nt , c o u r s e s an d c e r t i f i c a t i o ns

• H u bs p o t A c ade
m y (L e s sons , c o ur s e s & ce r t i f i c a t i on s i n M arke t i ng , S al e s , D e s i g n e t c • F r ee , a nd o nl i n e . T a n g i bl e c e r t i f i c a t i o n s t h a t are s h ar a b l e and r ep ut a b le • C o u r s e s an d c er t i f i c a t i ons ( a v a i l ab le i n DE, JP, ES, PT, FR) • C a te g or i e s i n c l ude : M a rk e t i n g , S a le s , S e r v i c e , W e b D e s i gn , W eb D e ve l op me nt , D a t a P r i v a c y • G e t s almo s t the s ame tr a f f i c a s the HP ( r o u ghl y HP i s 45 k , a n d A c a de m y i s 35 k ) H u bsp o t A c a demy

I n 2012, H u b S p o t
s t a r t ed t h e i r f amo u s a n nu al ma r k e t i ng c onfer e n ce f o r H ub S p o t us e r s an d p ar t n e r s . T he y c a l l i t "INBOUND". J u s t se ven y e a r s l a ter , i n 2019, th e e v e n t se t a re c o r d o f o ve r 26,000 a t t en dees f r o m 110 c o u ntr i e s . INBOUND 2023 s a w o v er 100,000 p ar t i c i p an t s , p hy s i c all y a nd v i r t u al l y .

50+ g l oba l gr o u p s
50+ d o m a i n sp e c i f i c g r o u p s U ser G r o up s & E ven t s

N e w c om mu n i t y
l a un che d i n S ep temb er d ur i n g INBOUND 2022 A v i s i o n t o cre a te a g l ob a l p r o fe s s i ona l n e t w ork c on ne c t i ng a ll o f t h e H u b S p o t t o u chp o i nt s

1. O wn i ng v s R ent i
ng (&P a y i ng ) f or a ud i en c e s 2. R e m o v i n g g a t e k e epe r s b y g o i ng d i re c t 3. E s t ab l i sh i n g a u th or i t y a nd c ont r o l l i n g t h e n ar r a t i v e 4. B u i ld i n g a s tr on g e r a nd m o r e m e a n i ng f u l r e l a t i o n s h i p w i t h cu s t omer & p o tent i al cu s t omer s 5. … B e ne f i t s o f ha v i n g a med i a a r m

🛍 👀 💰💰💰 💰 CAC >

T r a d i t i onal S a
a S b l o g : 1.6 t o u ch e s a week M ed i a c o m p an y : 4-7 t o u c he s a w ee k S o u r ce

T h e a v er a ge S a
a S b us i ne s s s pe n d s be t w een 30-35% o f t he i r ARR on marke t i ng . T h e NYT spent l e s s than 8% o f i t s r e ven ue on mar k e t i n g i n 2020 — an d the y ’ re no t a n e x c ept i on . A f t e r s pe ak i n g w i t h 10+ me d i a oper a t o r s , 4 s a i d t h e y spe nd $0, a n d 1 br a v e s o ul i s c urre n t l y s pe nd i n g 25% w i th a med i a n o f 6%. S o u r ce

W ho ar e t h e be s t
ma rk e te r s i n t h e w o rl d ?

🥫☕🧸💄🎮

🥫☕🧸💄🎮 👵👨👩🦱 →

👨 👩🦱 👵

👵 👨 👩🦱 㽉㽉㽉

🥫☕🧸💄🎮 👨 👩🦱 㽉㽉㽉 → 👵

H o w mu ch i s i t w
o r th ?

T ha nk y o u 🙏 S ha cha
f R o d b er g @ c u n n i n gs t uden t

S o u r ce

Marketing like a media company

Marketing like a media company

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