How Structure Can Enhance Inbound Marketing Creativity
In the book The Accidental Creative: How to be Brilliant at a Moment’s Notice
by Todd Henry
(Portfolio/Penguin), I discovered a passage I think beautifully summarizes one of the values of using HubSpot marketing software, one of our favourite tools at Hoi Moon Marketing.“There is the persistent myth that creativity results only from complete lack of boundaries and total freedom. The reality is that we are not capable of operating without boundaries. We need them in order to focus our creative energy into the right channels. Total freedom is false freedom. True freedom has healthy boundaries.”
This is the beauty of using HubSpot for your online marketing strategy – it provides the “healthy boundaries” and outlines the strategic steps an organization needs to take within “the right channels” for inbound marketing creativity -- and success. This includes the number of blog posts, landing pages and offers, use and placement of keywords and more so the writer or marketing team member does not need to figure this out time and again with every new piece of content. By following the HubSpot formula, the content creator can identify the necessary elements required for the marketing piece, place them in the correct spot, and spend the rest of their time and energy on “being creative”.
As a copywriter I know that creative takes time – or it can hit in a flash of brilliance, what Todd Henry refers to as “the creative accident”. Unfortunately, it is often the former and a creative team can spend hours doing research and brainstorming to find just the right concept to fit the objectives of the marketing strategy.
Once again, HubSpot to the rescue – it’s not about reinventing the wheel, it’s about re-purposing it! Most organizations already have a wealth of content at their fingertips and may not realize it – from old brochures and sales sheets to client FAQs, from training materials and articles buried in the archives of their website.
At Hoi Moon Marketing we use our expertise to re-purpose and optimize content for our clients. All these marketing materials can be reviewed, refreshed and re-posted to blogs and landing pages, creating new offers to generate more qualified traffic that can be transformed into viable leads.
Of course, we create original content as well. But if you’re a company considering the HubSpot marketing methodology and software, and are concerned about the time and effort it will take to continually generate new content, Hoi Moon Marketing can help you deliver valuable content that will drive leads and help you reach your marketing and sales goals.