Around 2003 when the internet began to take hold, it became clear that these writing tools could be more than an outlet for an individual, they also had vast potential for business and marketing.
In 2006 Hubspot launched as a way to take advantage of the trend, giving marketers a platform designed to get inbound leads via blog posts. Without a sales team having to call and ask them to buy something, customers came to your website from the content on the blog.
David Meerman Scott, a marketing professional who had grown tired of corporate life, was writing a playbook for marketers to understand this new way of delivering content. The New Rules of Marketing and PR was a seminal work in the field and was published in 2007. It helped marketing teams understand that they needed to produce compelling content, not a brochure on the internet.
The first step in a broader media journey is writing a corporate blog. Over the past couple of years, we have seen content marketing take a leap forward as companies likeshopify and Hubspot started behaving more like media companies, with content at the center of everything they do.
Why is it happening? Is it possible for startups to copy the kind of content production we're seeing at incumbent companies?
Content marketing is evolving, but the old isn't going away. The venerable post is not going away anytime soon, but companies have been adding richer content to it.
Last year, the company announced a massive media arm calledSalesforce+. The studio was built to produce entertaining content with the goal of attracting customers.
Last year, Hubspot, which has expanded over the years to offer a range of sales and marketing solutions,boughtbought Hustle. The deal included a free newsletter with 1.5 million subscribers, a subscription newsletter called "The Trend," and a podcasts called "My First Million."
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