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In 2021, there’s no question that blogging is beneficial to any marketing strategy.
But, while blogging has been known to help brands boost leads, SEO, and credibility, many busy marketers might still worry that blogging’s effectiveness could be losing steam.
Fears that “blogging is dead” haven’t been eased by research. Recently, when we polled over 300 people to ask them how often they read blogs, roughly 40% said “never.” This followed HubSpot’s Not Another State of Marketing Report, which revealed that blogging fell from the first to third-most-common content strategy between 2018 and 2020.
But, before you get wrapped up in all the negative data, it’s important to remember that blogging is still incredibly valuable to marketers — but the way you approach blogging matters more than ever. And, while our past survey found that 40% of people never read blogs, it conversely revealed that 60% of consumers read this content regularly.
The truth is, blogging is alive and well. You’ll just need to work a tiny bit harder to persuade people to read your content than you have in the past.
So, what’s one way to get into a consumer’s head and figure out how to motivate them to read your blog? Performing another survey.
Rather than asking more than 300 people, “Do you read blogs?”, I recently launched a follow-up Lucid survey that asked, “Why do you most commonly read blog posts?”
In the survey, which asked participants to select the most common reason that they consume blog content, answer options included, “To learn how to do something new,” “To be entertained,” “To learn more about products or brands,” and “To learn about news and trends in my job industry.”
With the number of leads that business blogs are known to generate, you might assume that a large chunk of people read blogs to learn about brands or products. But, actually, you might be surprised — and a little concerned — by the highest and lowest-ranking reasons for blog readership:
In fact, only four percent of consumers say they read blogs to learn about brands or products.
According to the results of the survey, more people are actually driven to read blogs that teach them how to do something new. While 33% selected this reasoning, 20% said they read blogs to be entertained, while 12% read blogs to learn about news or trends in their job industry.
Additionally, 9% said they’re driven to read blogs for all of the reasons given.

Data Source

What exactly do the results above mean?
To win over blog readers, you’ll need to create content that provides some type of informative value or entertainment, rather than purely using your blog to discuss your brand or product.
In this blog post, I’ll walk you through the top three reasons why the general consumer population is driven to read blogs. I’ll also show you how to create blog content that fulfills your reader’s needs while still subtly spreading brand awareness.

3 Reasons People Read Blogs
1. People read blogs to learn something new.
By far, the most common reason that people will read a blog post is to learn something new. This result doesn’t surprise me at all.
Why? Posts that include guides, step-by-step processes, tutorial videos, or fast-facts often gain a large amount of search traffic. This is because people are looking up instructions for how to do things on Google every day.
Even when posts aren’t informing people of how to do something on a granular level, blogs that discuss complex topics such as studies, trends, or topics people are less familiar with can pique a person’s curiosity.
Psychologically,  researchers have reported that humans crave valuable information similarly to how they crave food and financial wealth. As a blogger, you can harness this to create content that both piques curiosity, while discussing topics related to your brand, service, or products.
For example, on the Marketing Blog, we might show our readers how to use a new social media network, like Clubhouse. By doing this, marketers or social media users who want to learn how to do this could find our content in search or on social media and read it to learn how to create this content.
On a broader scope, our blog might create multiple pieces of content that discuss a trend from multiple angles. For example, when the app TikTok emerged, we wrote a few blog posts to answer common marketer questions like, “What is TikTok?”, “How do brands market themselves on TikTok?”, or “How do you leverage influencer marketing on TikTok?”
Aside from helping our readers, guide or trend-related blogs allow us to highlight the level of research and knowledge we’ve gained as marketers. This could also demonstrate to a prospect that HubSpot is a credible company that sells quality products within the marketing industry.
2. People read blogs to be entertained.
While people crave knowledge, they also like to be entertained. Each day, people might read blogs that tell interesting stories, make them laugh, or intrigue them in some other way.
This lines up well with 2020 research noting that more consumers were watching videos and consuming online content for the sake of fun and escapism. 
But, as a business blogger, You might be asking yourself, “How can I entertain my readers while still keeping my blog professional?”
The truth is, when you think creatively, there are a number of ways you can entertain your audience while still staying on brand.
For example, you could create a fun infographic or photo post about a viral trend in your industry, While your readers might not be willing to invest in this viral trend, the imagery and information about the trend might entertain them. In one of our posts, we highlighted funny memes that marketers used in their actual campaigns.
Alternatively, you could also create a fun, but informative, video or podcast to go with your blog post. With this added layer of content, you could dive deeper into discussing a viral marketing trend, or interview an industry expert that people in your field follow. While this might not be “entertaining” for people outside of your industry, it might be more interesting than the average blogs people in your field might be reading.
Here’s an example of a blog post that combines text and video for a better reader experience:

3. People read blogs to learn about trends related to their job industry.
While people might not be interested in reading blogs that specifically discuss your product or brand, they could be more intrigued by a blog that discusses an industry your product is affiliated with.
While the poll result noted in the introduction came from general consumers with mixed professional backgrounds, it’s likely that those in the workforce will read a blog if it educates them or provides them with valuable information about their industry.
When looking at the HubSpot Blog readership and data, it’s clear that our audiences enjoying reading content related to trends in the marketing, sales, service, or website industries. And, when we get tips from experts or data on how to navigate these trends, our readers are even more engaged. 
For example, our industry recently started buzzing about the social media audio app, Clubhouse. While HubSpot had been watching this trend while the app was still primarily used by celebrities, we started to churn out content about it once every-day users and brands began to get invited to join the app.
On top of just explaining what Clubhouse was and why the app was going viral, we also added to the post by including quotes and opinions from social media marketers about the social platform’s brand potential.
Here’s an example of one of the posts we wrote that discussed the viral new trend and app. 

Aside from responding to trends, you can additionally write about breaking news related to your field. For example,
here’s another post where we discussed how a third-party cookie phaseout could impact marketers.

By responding to trends and news on your website, you position your blog as the go-to place for the latest industry trend insights, as well as educational information and general tips. 

Creating Content That Fulfills Reader Needs in 2021
So, how do you create engaging content that pulls in audiences with all different reading motivations while still spreading brand awareness about your product or service? Consider publishing blog posts that combine industry trends, how-tos, and entertainment. After all, nine percent of the survey recipients polled above said they read blogs for all of the reasons on the list I gave.
Here are two examples of how you can create content that fulfills the interests of multiple groups of blog readers.
Teach your readers how to do something in your industry.
At the HubSpot Blog, each of our posts teaches readers about something specific. For example, the post you’re currently reading highlights the research we’ve done about how people read blogs and shows you how to leverage these results.
In other posts, we’ll also inform marketers by giving them a step-by-step guide to a marketing tactic or examples of how brands leverage promotional trends. Regardless of what we write about, we’re always trying to teach readers something valuable.
When you create content that educates people about strategies related to your industry, it’s also easier to subtly discuss your product in a way that doesn’t seem shameless of over promotional.
For example, when we’re discussing a strategy that HubSpot can help with, we might subtly link readers to a tool or resource we offer that can help them. Here’s an example of a HubSpot mention in a post about form building tools:

We also like to include free offers related to our content at the end of each blog post. When we do this, a reader can learn more about the topic we’ve just taught them about. And, when they fill out a simple form requesting the free resource, they can choose whether or not they’d like to be contacted about one of our products. This allows the reader to feel like they are receiving valuable information without being forced to learn about our products.

Even when you don’t specifically acknowledge a product, an industry blog focused on informing readers can show off your company’s level of expertise. When your brand is seen as highly knowledgeable about your industry, readers might think that your products were also created by your staff of industry experts.
Entertain industry readers while still informing them.
Even though an industry blog will likely target company employees or leaders, this doesn’t mean your content can’t be informative and entertaining. For example, you can use videos, GIFs, imagery, or interactive blog assets to add to your content while keeping it interesting for the reader.
For example, you could consider embedding a trivia or personality quiz related to your industry, as we did in this blog post:

On occasion, you could also create a fun, suitable for work posts that your industry readers can relate to. For example, here’s a Service Blog post where we highlight GIFs related to working on a customer service floor:

Entertaining blog content on an industry blog can similarly show off your expertise. But, importantly, this content also allows your reader to relate to your brand on a more human level.
Building an Effective 2021 Blog Strategy
While it can be great to run with one successful content type, the blogs with the most credibility and quickest growth often have a mix of content that entertains or informs readers, makes them aware of brands or products, or teaches them something new. And, with 9% of consumers in the poll above saying that they’ll read blogs for “all” reasons listed, there’s a good chance that a mix will intrigue and fulfill the reading needs of multiple different groups.
To learn more about how to drive internet users to your blog, check out this post. For tips on how to be a blogger, check out this post with advice from our own blog team.
Editor’s Note: This blog post was originally published in May 2020 but was recently updated for comprehensiveness and freshness.

“I’ve never been a natural, all I do is try, try, try.”
These Taylor Swift lyrics, in the song “mirrorball”, perfectly explain my relationship with numbers, math, and anything concerning data analytics.
However, as a marketer, data analysis is one of the most important aspects of my job. But like most marketers, who prefer strategy and creativity, numbers and Excel reports don’t come naturally to me.
That’s why it’s important to know how to work in Excel and find shortcuts to help make the process easier.
Today, we’ll dive into one of those processes — how to find and remove duplicates in Excel.

1. Find and highlight duplicates in Excel through conditional formatting.
The first step of removing duplicates will be to find them. An easy way to do this is through conditional formatting.
You can do that by following these steps:

Make sure you’re on the Home tab.

Select the entire table by hitting the button on the top left.

Click Conditional Formatting → Highlight Cells Rules → Duplicate Values.

In the area titled “Format With”, change how you want duplicates to be highlighted. You can choose highlighting, bolding text, changing the color of text, etc.

And voila. Your duplicates are now highlighted. It should look something like this:

2. Count duplicates in Excel.
Now that you’ve found your duplicates, you might want to count them and see how many there are, especially if you have a large dataset.
To do this, you can use this formula =COUNTIF(A:A, A2). The formula means that Excel is going to count how many times a certain value is used in a certain place.
The column A:A stands for the data table you’re looking at. This will probably be a different value on your Excel sheet. Then, A2 references the value you want to count the frequency of.
To do this, follow these steps:

Create a new sheet in your Excel doc. I found that the easiest way to count duplicates in Excel is to create a new sheet in your Excel workbook. Then, copy and paste the column that you want to count duplicates in. In the example below, I copied and pasted the blog titles from the editorial calendar to see if there were any duplicate titles. Then, create another column for “occurrences.” This is where we’ll put the formula. Your new sheet should look something like this:

Insert the formula.

Now, you can insert the formula in the first cell under occurrences. You’ll type in or copy and paste the formula. Then highlight A:A (we’re going to replace this with your dataset), and click on the sheet in your Excel doc that has the data. Now, you can click on the top left to select the entire sheet, or you can just highlight the column or rows with your data.
For the second value, you’ll want to go back to your second sheet, highlight the A2, and choose the value next to it on the left. In most cases, this will stay A2, A3, A4, etc.
See what this looks like in action here:

3. Remove duplicates with the remove duplicates feature.
Now it’s time to remove the duplicates from your dataset.
Before you do this, I’d recommend duplicating/copying your dataset into another sheet or a whole other workbook altogether. You always want to keep your original data intact, even though you can use Excel to remove and filter the data you want. You don’t want to lose data because of a wrong click.
Once you’ve made a copy of your data, it’s time to remove the duplicates.
To remove duplicates, follow these steps:

Select the worksheet that has duplicate values that you want to remove. Click Data → Table Tools → Remove Duplicates.

Choose the columns where you want to remove the duplicates. In this case, I only want to remove duplicate blog titles. So I’ll choose column D. I kept “My list has headers” checked because there are two rows of headers before the data starts on this sheet. Remember that Excel will remove the entire row where the duplicate value is.

Review data.

Excel will now show you have many duplicate values were found, removed, and how many unique values remain.

Now you can review your data. Comparing my first dataset to this dataset, you can see that all the rows containing the same blog title were deleted.
This is what the sheet used to look like:

And this is what it looks like now:

When you remove duplicates from Excel, it’s important to note which column you want to remove duplicates from and remember that Excel is removing duplicates within a selected table range. You can highlight the whole workbook or you can just highlight the rows that have data in it.
Excel will automatically keep the first occurrence of the value.
Working on marketing reports or any marketing Excel sheet can leave you frustrated and banging your head against the wall (is it just me?). That’s why using Excel templates and following these simple instructions on formulas can help you level up your game.

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Agencies and marketers can benefit from offering branded email campaigns to their clients. However, some might struggle to convey how branded email campaigns contribute to better results for their clients. 
In this article, we’re sharing the biggest benefits your clients may experience by opting for branded emails. 
Cultivate a sense of familiarity and recognition
With a signature style, readers will quickly come to recognize your clients’ emails in their inboxes. Even incorporating a brand’s color alone has been shown to increase brand recognition by as much as 80%. 
This has strong implications for how often subscribers will open your clients’ emails and how favorably they will respond. For example, TGI Golf, a collective group of elite PGA Professionals, found that their branded emails led to an incredible 58% average open rate.
TGI’s Head of Communications, Mark Millard, attributes this success to how Campaign Monitor’s drag-and-drop builder makes it easy to create branded campaigns for their clients:
“The ease-of-use, particularly the email builder, has been extremely helpful with what we are trying to accomplish. Making changes is a quick, easy, and stress-free experience for me as a marketer.”
Check out how recognizable this branded email campaign is by one of TGI’s clients:

Image source.
Boost brand trustworthiness through brand consistency
Brand consistency is crucial to making sure consumers trust the brand. 
A 2019 survey found that 24.5% of company leaders reported that inconsistent branding led to confusion in the market, and 18.6% reported that inconsistent branding led to a damaged company reputation. Additionally, 60% of company leaders said that having a consistent brand was “very important” for generating leads. 
Breakdowns in brand consistency can feel jarring for consumers. If a company’s email marketing doesn’t closely match the branding on their socials or website, consumers will likely lose trust in the brand and emails will be less effective.
For example, compare this branded email campaign by surf company, Rip Curl, to their other marketing: 

Image source.

Image source.
Across their marketing channels, the Rip Curl brand remains consistent, with a consistent logo, consistent fonts and colors, and similar image choices.
To help with consistency in your emails, it’s worth creating one or two custom email marketing templates to keep each piece of communication on brand.
Strengthen brand meaning beyond the product or service
A key role that branding plays is creating meaning beyond the product or service. 
Branding goes beyond a company’s visual identity, helping to convey a company’s core values to consumers. And values are becoming more and more important: 77% of consumers want to buy from brands that share their values
If a client has a strong brand, it’s vital that the brand be infused into their email marketing so that consumers continue to recognize the brand for its identity and values. In turn, it’s likely that strong, branded emails will lead to increased revenue. 
For example, Bluetent, a digital marketing agency, found that using custom branded emails for their clients increased revenue by $50,000. 
Ryan Austin, Bluetent’s Director of Marketing, appreciates that Campaign Monitor’s email builder allows them to code their own emails for their clients:
“Ultimately, we went with Campaign Monitor because we felt that the platform was extremely innovative and perfectly aligned with our goals. The app offers an entire portfolio of templates, but we also have the freedom to code and implement our own.” 
For example, check out one of the branded client emails Bluetent created: 

Image source.
Wrap Up
When it comes to standing out in crowded consumer inboxes, the best strategy is to create strong, branded emails. Branded emails help consumers quickly recognize a brand in their inbox, feel more secure trusting the brand, and remember the brand’s values. 
The post How Clients Benefit From Branded Email appeared first on Campaign Monitor.

Hi marketing hive mind, I have implemented and used a few tools before (Marketo, Hubspot) but neither seem ideal for the role as we need hyper personalisation across the website and app and for B2C. The primary purpose will be well segmented dynamic email campaigns but later we will want features such as push notifications based on geolocation. A few I have on my list to demo are onesignal, braze, webengage, iterable and Clevertap. Has anyone had any good/bad experiences of these platforms or can recommend others? Budget is not a major issue here I just want something that can scale as our business grows, especially as I know how much time it can take to set up really robust workflows. Thanks in advance! If you have any questions let ’em at me.
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