Welcome to HubSpot's Expert Edge Series, where we interview top execs at major brands to explore their perspectives on the latest trends, challenges, and opportunities shaping the industry.

Few apps cycle through trends as quickly as TikTok. I spend endless hours scrolling through the app, and it feels like every other day, a new trending sound, topic, song, or challenge is going viral.

As a marketer and content creator who makes content ranging from podcasts to blogs to videos, I‘m often fielding questions about what content creation is and why it’s so integral to marketing.

Content creation is what happens behind the scenes. It‘s how Google can offer the perfect answer to your problem with a link to a blog or website. It’s the videos you watch on YouTube after a tough day.
It‘s why you may find yourself scrolling through TikTok for hours a day. Don’t worry, I'm not judging you. I do it too.

I‘m pretty sure I’ve said this in a few blog posts already, so if you‘ve heard this from me before, I apologize, but it’s true: In addition to being a blogger, I‘m in charge of curating and sending out HubSpot’s Marketing Blog newsletter.

“Google is getting worse” is almost a meme at this point. Go into any forum or subreddit that mentions search results, and you’ll find someone complaining that SEO has ruined Google Search.

I don’t know about you, but my email inbox is flooded with a barrage of automated emails. It does little else besides give me another task for my morning commute — namely, marking them all as unread without reading or unsubscribing altogether.

On the hunt for the best WordPress survey plugin? Whether you're looking to improve the user experience on your website, increase your customer satisfaction, or simply learn more about your visitors, embedding a survey on your website is the fastest way to get the feedback you need.

Ah, quarter one. It's a time when many of us reflect on the last year, make new bets, and refresh our playbooks. If the fourth quarter is about finishing strong, then the first quarter is about starting smart.

As Jerry Maguire once said — “Show me the money.”

When I started my content creation journey, one of my friends said over brunch, "Erica is officially in her influencer era." I love it when my friends inflate my ego, so I let the comment slide and raised a glass to celebrate my first YouTube video.

Want to know a secret? Customer retention is much more critical to your company’s success than customer acquisition.
In fact, Frederick Reichheld of Bain & Company found that as little as a 5% increase in customer retention can increase company revenue by as much as 25–95%.

When I first started posting about my writing processes and marketing insights on LinkedIn, I felt exhilarated.

When it comes to PowerPoint presentation design, there's no shortage of avenues you can take.

Ever heard of SQL? You may have heard about it in the context of data analysis but never thought it would apply to you as a marketer. Or, you may have thought, “That's for the advanced data users. I could never do that.”

Dry January. It sounds like the next scary impact of climate change. In reality, it’s part personal challenge and part social movement.

In my experience, sales and marketing Excel templates can help you expedite your data analysis and reporting.

Every time I think I have this whole marketing thing down to a science, something changes in the blink of an eye. And if you're a marketer like myself, you've probably experienced the same feeling of whiplash as marketing trends continue to shift.

Determining which of your marketing efforts are driving conversions and sales can be challenging — but it’s critical if you want to increase ROI, revenue, brand awareness, conversions, campaign success, and more.

How many days of the year are you encouraged to dress and goof around at work? Probably just one — Halloween — and even then, it can be hard to know which office costume ideas are appropriate for the workplace.

In my early days as a content marketing manager, I was asked a tough question: how often should you blog to see results?

As a copywriting tactic, the postscript (P.S.) has made its way from standard direct mail copy to email marketing copy.

We're all familiar with Flo from Progressive, right?

Studies show that 76% of consumers research a business online before visiting in person. That means having a website and building web pages that provide the information consumers want to know is as necessary for companies today as having a phone number.

If you have a promising idea for an online e-commerce business, it’s important to create an e-commerce business plan to ensure your vision has enough stock to be profitable.

In college, I took an advertising class. It taught me what I needed to know about traditional advertising, but the social media portion wasn't as expansive.

When I need stock photos, I get them for free on Unsplash. Yet, for some reason, many other publishers continue to push out cheap (and usually cheesy) stock photography to serve as a representation of their brand.

Here’s the skinny: email marketing has come a long way in just the past few years. But with all the fancy new functionality brands are using, a well-written, plain-text email can perform just as well (if not better) than a highly-designed email with tons of bells and whistles.

A meticulously crafted landing page, operating independently from your main website, can be strategically designed to optimize your marketing ROI.

If you’re anything like me, you probably wish you had unlimited time and resources to get through your busy work, come up with game-changing ideas, and ultimately give your audiences unforgettable brand experiences. 

Social media, email, video, audio —today's marketers have more marketing channels to choose from than ever before.

The pandemic birthed a rise in puppies, planting flowers in Animal Crossing, and podcasts — with 1.1m+ shows launched in 2020 alone.

With over five billion internet users globally, and more than 4.8 billion active social media users, it stands to reason that digital marketing is vital for reaching a larger audience than you could through traditional methods alone.

I’ve seen it all — from pay-per-click (PPC) ads that had me clicking through before I knew it to campaigns that couldn’t stick the landing. If I could offer one piece of advice to companies creating ads, it’s this: Don’t wing it.

Blogging is an attractive and creative outlet for sharing your unique perspective. Besides adding value to your audience, blogging helps you turn your passion into income through several monetization methods.