The 20 best marketing articles of all time, according to the HubSpot marketing team

One of the best ways to determine if a show or movie is worth it is to make sure people never get tired of watching it again. Whether it’s the hit TV show Friends or the classic film Forrest Gump, most people never turn down the opportunity to watch Ross spin his couch or watch Forrest grow into a ping pong celebrity – even if they do you’ve seen it 27 times.

Content marketing is still in its infancy compared to television and film, but some of the best writers and publications in our industry have already written articles that we revere as friends or Forrest Gump of space.

To pinpoint some of these articles and share with you, I asked nine marketers at HubSpot what their favorite marketing article is and why. Look at the ones they read on repetition.

To pinpoint some of these articles and share with you, I asked a few marketers at HubSpot what their favorite marketing article is and why. Check out the articles they read over and over, as well as some articles that the HubSpot marketing, content, and blog teams refer to over and over again.

1. What creativity looks like in marketing today | Harvard Business Review

Recommended by: Caroline Forsey, Editor at HubSpot, Marketing Blog

Why she loves it:

“It’s difficult to pick a single marketing article as my favorite, but the one that left a lasting impression on me is HBR’s“ What Creativity Looks Like In Marketing Today. ”Mark Bonchek and Cara France do an excellent job of sharing the wisdom of senior marketing managers from dozens of top brands, from Old Navy to OpenTable, one of my favorite lines is this: “People are the new channel. The way to create impact is to nurture the creativity of others.” a fan of everything HBR related, and this piece is especially great if you want to find out more about what top brands are doing to stand out in the industry today. “

2. We analyzed 11.8 million Google search results. Here’s what we learned about SEO: Backlinko

Recommended by: the HubSpot SEO team

Why they love it:

Part original data and part SEO guide, this is one of Brian Dean’s best articles. The algorithm has changed since it was published, but this article is helping new marketers understand how SEO works and why Search engine optimization, just without the guidance in the title, with data that supports every component of an SEO strategy. We love this article because it reminds us that while the Google algorithm changes every day, one factor never changes: Search engine optimization must above all be human. “

3. SEO is back. Thank God. | New York Magazine – Intelligencer

Recommended by: Braden Becker, Senior SEO Strategist at HubSpot

Why he loves it:

“This article took a great position on Search Engine Optimization (SEO) and how search engines have stood the test of time as new channels penetrate a marketer’s arsenal. Many articles emphasize the importance of SEO, but few of them consider the impact sites like Google are having on the way the public finds, consumes, and expects information online. The piece boldly defends the positive role that ranking algorithms play in an industry that is often saturated with manipulation and clickbait. Both consumers and marketers can learn from this, and after reading this, I’ve gained a lot of respect for New York Magazine. “

4. How Google Analytics is ruining marketing | TechCrunch

Recommended by: the HubSpot Blog Team

Why they love it:

“In our field, we tend to hold data on emotional attraction, relativity, and empathy (well, maybe they’re all the same). As a result, marketing has become less and less human. This article is one of our favorites as it takes us back to the roots of marketing and explains why it’s important to take a holistic view of a brand’s performance across different channels. Most importantly, creativity prevails over numbers and hard data. People will remember a creative, targeted campaign that popped up again when they remembered – and liked – a spam-like campaign that pops up everywhere. “

5. How to create 10x content | Moz

Recommended by: Amanda Sellers, Marketing Manager at HubSpot, Historical Optimization

Why she loves it:

“This is a content marketing classic – probably the first post you have ever read as a content marketing professional. If you are at all familiar with Moz, you probably saw one of his whiteboards on Fridays. Rand Fishkin’s Guide to Creation “10X Content” was born after the saying, “Content is King.” Even years after it was first published, this guide will teach you how to write strong, authoritative content that attracts more readers and improves rankings. “

6. “We Want These Platforms To Be Healthy”: Why Top Marketers Are Not Leaving Facebook | Digiday

Recommended by:Amanda Zantal-Wiener, Senior Content Strategist at HubSpot

Why she loves it:

“This is an oldie, but a goodie – still relevant years after it was written, mostly because we continue to be wary of Facebook. As someone who leads a ‘double life’ as a marketer and tech writer, I found this one Articles both fascinating and valuable. It explores Facebook’s rocky year from an interesting perspective: one that is of interest to those who live in the tech industry’s trenches and those who cover it alike. Still, I have consumer sentiment towards it and investigated and reported the use of Facebook These events. But it’s important to ask the same questions of an audience of marketers and growth companies. This article does an excellent job. “

7. Marketing in the Age of Resistance Harvard Business Review

Recommended by: the entire HubSpot Marketing Team

Why we love it:

“Talking about it rather than just talking about it is a huge priority, not just for the marketing team but for HubSpot as a whole.” We love this article because it tells us that our blog, advertising, and website campaigns don’t exist in a vacuum separated from social injustices. In our team, we often start with representation – but that is just the precursor to more institutional and broader changes in our organization. Marketing teams everywhere will benefit from saving and re-reading this article. “

8. How to become a customer acquisition expert | Brian Balfour

Recommended by: Christina Perricone, Content Marketing Manager at HubSpot, Pillar and Acquisition

Why she loves it:

“Marketing has grown into an area with a myriad of names. The mere term “marketer” is no longer sufficient to answer the question “What do you do? “To answer. Balfour explains how overlaying can help you grow into a must-have T-shaped marketer skills as you progress. This evergreen piece teaches us that marketers are experimenters, risk takers, and problem solvers, proving that almost everyone has a propensity to succeed in this area if they have the patience to create a plan and stick to it. It’s a gem for any marketer who is struggling to determine their path. “

9. 7 Ancient Archetypes Your Brand Storytelling Should Use | Institute for Content Marketing

Recommended by:the HubSpot Blog Team

Why they love it:

“Writing a blog post is like writing a short story. The introduction is the representation, most of the post is the ascending action, and the conclusion is the resolution. Seems pretty easy right? But without making emotional bets and seeing your reader as a hero, you run the risk of your messages stalling. We love this post because it’s like a compressed version of Donald Miller’s Building a StoryBrand. Easy to identify when we write articles. “

10. An Incomplete Guide to Inclusive Language for Startups and Tech | buffer

Recommended by:Karla Cook, Team Senior Manager at HubSpot, All Blogs

Why she loves it:

“This article is a must have for anyone who creates content. It’s a reminder that the seemingly insignificant decisions we make about language every day actually have a lot of power. Creating inclusive language content can seem difficult or even silly to some (especially if the choice of words seems sparse), but this article begs the question, why not just give it a try? “

11. Why be everywhere is bad advice from Racheal Cook

Recommended by:the HubSpot Sales Blog Team

Why they love it:

“Being everywhere and standing in front of everyone is very, very bad marketing and sales advice. We have no idea how this became such an accepted stance in the industry. This blog post is a great guide for both marketers and aspiring entrepreneurs on how to improve messaging so that it engages the one shopper who will actually buy, use, and appreciate your product. This is also particularly useful for content authors. Our pieces don’t have to be everywhere. Simply in the right place at the right time. ”

12. Why Marketing Analytics failed to deliver on its promise | Harvard Business Review

Recommended by: Josh Chang, Manager at HubSpot, Acquisition Analytics

Why he loves it:

“I love this article because while everyone knows marketing analytics is important, it is difficult to do marketing analytics properly for it to have a significant impact on the overall business. Many companies suffer from too much data and don’t know what to do with it. However, when you have the right data, systems, processes, and people in place, you can better ensure that marketing analytics are not wasted and have tangible and positive effects. “

13. How the redesign of the HubSpot website doubled conversion rates | HubSpot

Recommended by: the HubSpot Website Blog Team

Why they love it:

“Not just another HubSpot plug,” you might say, but this post is one of our best. We keep referring to it to remind ourselves how small changes can have a lasting impact. You can see, process by process, how the new website was created. Written in a case study format, this article is a great introduction for marketing teams around the world on how and why they should consider a website redesign and what to consider. Although the post was published a few years ago, its relevance remains high. “

14. 4 lessons we’ve learned, sometimes the hard way, about inclusive marketing | Think with Google

Recommended by: Sammi Kim, Marketing Manager at HubSpot, HubSpot Research

Why she loves it:

“This article was written by the SVP for Global Marketing at Google and highlights the importance of inclusive marketing. I was impressed with how the first lesson was that the diversity among marketers on Google directly impacted their marketing campaigns. And based on the third lesson of the article on the importance of eliminating stereotypes from marketing campaigns, I firmly believe that different marketing teams will help run more nuanced, empathetic campaigns. “

15. 20 Types of Evergreen Content That Will Deliver Permanent Results for Your Business Copyblogger

Recommended by:the HubSpot Blog Team

Why they love it:

“Most, if not all, blog posts should try to be evergreen. We took ideas from this article and continue to pick up ideas as we create a quarterly editorial calendar. Although this article was published a few years ago, it is still very relevant and useful. Numbered lists, instructions, and original research will always work fine. This article never disappointed us and should be in every content marketer’s arsenal. “

16. Reflecting on my failure to build a billion dollar business | Medium – startups

Recommended by: Nate Medina, Product Marketing Manager at HubSpot

Why he loves it:

“I love this article because it tells the intimate story of a founder who had ambitious dreams, but ultimately his plans didn’t go as he expected. However, in trying to start a billion dollar business, he learned that success is not all about money. It’s about creating something that you are genuinely interested in, not something that generates income. “

17. How we used the pillar cluster model to transform our blog | HubSpot Marketing Blog

Recommended by: Basha Coleman, Marketing Manager at HubSpot, Historical Optimization

Why she loves it:

“This article is a great introduction to a new and improved way of content marketing – not just on blogs, but on websites as well. Before the columnar cluster model, we created blogs like a tree with a multitude of branches that were not connected to each other. Relevance, authority and organic traffic suffered as a result. But the pillar cluster model changed everything, and we swear by it to this day. Our team is constantly referring to the establishment of the pillar cluster model as a turning point for the HubSpot blogs. “

18. What I learned from developing branding for Airbnb, Dropbox and Thumbtack | First round

Recommended by: the HubSpot Content Team

Why they love it:

“We love this article because it gives us an in-depth look at how some of the world’s most popular brands are becoming so popular. This post is partly an original piece of thinking and partly a guide. While none of us work directly in branding, we keep coming back to this article for helpful insights on how we can help make HubSpot a better brand. All marketers would benefit from referring to this article repeatedly throughout their campaigns and positioning efforts. “

19. Will marketers be returning to their offices in 2021? What companies need to know | HubSpot Marketing Blog

Recommended by: Ivelisse Rodriguez, Associate Marketing Manager at HubSpot, Historical Optimization

Why she loves it:

“This article turns everything that happened in 2020 into actionable feedback that marketing directors can use to manage their new hybrid hires. The trends and data suggests remote working will stay here – and while some companies are fighting back, they may be sacrificing their marketers in the process. In an industry that is constantly changing, adaptability is key and will remain key in 2021 and beyond. I love that this post brings marketing teams and executives closer to this point. “

20. The Strange Things That Happen In Your Brain When You Hear A Good Story – And How To Use It To Your Advantage | HubSpot Marketing Blog

Recommended by: the HubSpot Content Team

Why they love it:

“Joe Lazauskas and Shane Snow, directors of marketing at Contently, wrote a book called The Storytelling Edge. They promoted it by posting one of the chapters of the book on our marketing blog. This is one of our favorite marketing articles as it uses neuroscience to prove that storytelling is much more than a trending buzzword. In their excerpt, Joe and Shane weave compelling psychological and neurological evidence into a narrative about how storytelling is the best way to grab people’s attention, bake information into their brains, and forge close, personal bonds. In an industry where 5% of branded content attracts 95% of the attention, her article will make you realize that content marketers are no longer just about writing lists and ultimate guides. We have to tell gripping stories. “

Editor’s Note: This post was originally published in February 2019 and has been updated for completeness.

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