Category: Marketing Automation

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Content creators and the creator economy are becoming more integral to the success of marketing campaigns. Our 2022 State of Inbound Marketing Trends Report found that 88% of brands have a dedicated budget for working with influencers and creators. We also found community will be a top priority for marketing strategy in 2023.

To gain more insight into the world of content creators, HubSpot partnered with Tilt to survey more than 300 marketing and business-specific content creators. Here’s a bit of what we found that marketers need to know. To access the full report, check our Business of Creators Report.

5 Things Marketers Should Know About Content Creators
Here are five things marketers need to know about content creators and how to leverage them.
1. Most creators want to grow their businesses.
Growth is at the forefront for many content creators. In our survey, more than 50% of content creators want to grow their businesses to support a small or large team. Almost 40% say they want to grow as a solopreneur. Only 7% report wanting to keep content creation as a hobby.
With growth being the main objective for more content creators, brands should offer mutually beneficial partnerships that help creators meet their goals.
“One of the things [HubSpot’s] started to do is invest in independent creators to help them do what they do well,” said HubSpot’s Director of New Media Kyle Denhoff. “We’re investing in podcasters right now. We’re providing them financial value, distributing their show across our brand channels — we’re cross-promoting their show across our podcast network.”
Mutually beneficial deals are great for creators but also provide excellent opportunities for brands.
“By partnering with creators, we can provide them stability financially and through the support of HubSpot’s channels, but then we can also start to reach their audiences,” Denhoff said. “I think marketers just have to think through how they can partner with creators, how they can provide more value to creators to have a true partnership …”
Financial stability is a hurdle for many content creators. According to our survey, more than half of creators don’t earn enough money to sustain themselves or their businesses. So, if you’re offering a partnership that will bring them closer to their financial and business goals, creators are more likely to want to work with you.

2. Content creators value independence.
Our survey found that most content creators (32.4%) get into the profession because they seek independence and want to “be their own boss.” As a result, creators won’t compromise their happiness for anything they disagree with. They want to have control over their work.
With that in mind, marketers should avoid treating creators like employees and treat them with the same respect as any other business. Marketers should also avoid micromanaging creators during collaborations and instead consult creators on strategic planning.
And, of course, pay your creators on time.

3. Creators are reaching new audiences.
Content creators have a knack for tapping into audiences in spaces where businesses and brands struggle. For example, platforms like Twitch and TikTok are challenging for companies to navigate because users rely on those spaces for community and entertainment.
However, content creators like Drew Afualo and Ninja have cultivated strong relationships with their followers on TikTok and Twitch, respectively, prompting various brands to partner with them to reach their audiences.
To find your audience — and the right creators to partner with — consider your organization’s goals and research where your audience lives online. You should experiment with a multiplatform project to start so you can later analyze which channel was the most effective in connecting with your audience.
From there, you can decide which initiative will become the main audience-driving platform to leverage, and you’ll be able to find creators whose work and vision align with your goals.
4. Micro and nano influencers make for excellent partnerships.
Speaking of partnerships, brands should form relationships with micro and nano influencers who align with their goals, audience, and brand mission. Micro and nano influencers typically have under 1,000 followers, while mega influencers tend to have around 1 million followers.
While you may be more inclined to partner with mega influencers because of their massive following, you may benefit more from micro and nano influencers. Creators with smaller followings often have a higher engagement rate than those with large followings. And in most cases, a higher follower count usually means a higher campaign price. So, creators with a smaller following can be more aligned with your budget.
5. Gen Z is becoming a growing generation within the creator economy.
Most content creators are Millennials and Gen X; however, more Gen Zers are starting to take root in the creator economy. In addition to working with micro and nano influencers, companies should partner with Gen Z creators due to their ability to connect with Gen Z consumers.

Remember I mentioned TikTok has a platform where businesses often struggle to connect with their audience? Gen Z uses TikTok as a search engine more than Google, and social media is becoming the next generation’s go-to place for education and growth. Brands should look for opportunities to collaborate with Gen Z creators if they want to reach new audiences on platforms like TikTok and Twitch.
Now that you know more about content creators and their motivations, you have the information you need to create a successful and mutually beneficial partnership with creators who align with your brand’s goals.

According to Google, 40% of Gen Zers prefer to use TikTok over traditional search engines.

Gen Z would rather do a quick search on the app and see a visual representation of user-generated content (UGC) in the form of reviews, recommendations, and tips from everyday consumers than read about it.
So, if you’re ready to boost your discoverability, now is the time to level up your TikTok SEO strategy.

So, when someone searches for something in TikTok through a keyword or hashtag, you would want your video to appear near the top of the list so that you can increase your content’s reach and engagement.

Marketers have planned to increase their investments in the app by running TikTok ads, improving video production, using a TikTok management tool, and collaborating with UGC creators.
Brushing up on your TikTok SEO skills will make your content more search-friendly and well-loved by the algorithm.
Why is TikTok SEO important?
TikTok has been adding more features to support increasing video discoverability on the platform.
Recently, they announced a massive expansion of their video description field from 300 characters to 2,200 — this increases the space available to add text about your clip by 730%.
The key focus is on improving the searchable element of videos and connecting it with interested users. TikTok’s algorithm gathers video information to determine what the post is about and who might find it interesting.

So, with a strong TikTok SEO strategy, you can increase your discoverability on the app (i.e., appear on more For You pages) and boost engagement.
It’s the ultimate tactic for reaching interested audiences and giving your videos the visibility they deserve.
TikTok SEO Ranking Factors
TikTok’s algorithm uses many complex ranking signals to serve users content on the platform’s homepage — the For You page (FYP).
The algorithm considers video information such as accounts you follow or have interacted with, device settings like location and language, and a ton of other ranking signals like audio and hashtags.

Although numerous details can influence the algorithm, these 3 ranking signals are the main contributors:
1. Video Information
TikTok’s algorithm wants to show you content that they think you’d be the most interested in, so video information is an important factor when it comes to potential reach on the app.
TikTok determines video information by:

Caption keywords
Sounds
Hashtags
Effects
Content (i.e video transcripts)

2. User Interaction
Interactions and views on a video are a key ranking signal; it basically tells the algorithm, “we want to see more of this.” So, content that gets a ton of engagement will be shown to larger audiences. Key user interactions include:

Likes
Comments
Shares
Completions and re-watches
Account follows

3. Device Setting
You wouldn’t want to see a bunch of videos from accounts in a different language you don’t understand, so the algorithm will take into account your device settings (i.e., language and location). Here are some device settings that are considered:

Posting location
Language preferences
Type of mobile device

3 TikTok SEO Strategies to Increase Your Discoverability
As consumer behavior changes and social networks become used as more of a search engine, it’s time to rethink your SEO strategy and merge it with social media platforms.
Understanding how to use TikTok SEO strategies to your advantage can skyrocket your visibility on the app.
From keywords to UGC creators, we’re explaining how to take an SEO approach in your TikTok strategy to grow your following and build a strong TikTok community.
1. Perform TikTok keyword research.
TikTok wants to connect search keywords with content that best matches that term.
So, for example, if you search “best sunglasses” on TikTok, the videos that rank at the top have the keyword text “best sunglasses” added to the screen — proving how powerful in-video text is to the algorithm.

Next, you’ll notice that the top videos also have that keyword in the caption (i.e., video description).

So, if you can find which keyword best matches your video and add it to your in-video text and caption — it’s a surefire way to increase your visibility.
How to Find Relevant Keywords for TikTok
1. Categorize your content.
Put together 5-10 topic categories (i.e., niches) you want your content to appear under. Try to come up with 3-5 broad terms and then another 3-5 more specific terms.
For example, if you’re a beauty brand, your broad terms would be summarizing what is your overall offering. Broad terms could be beauty products, beauty hacks, and beauty tips.
More specific terms focus on different product categories: foundation recommendation, foundation hacks, and foundation for dry skin.
2. Use TikTok’s Trend Discovery tool.
TikTok’s Trend Discovery Tool can help marketers uncover what’s trending by location, hashtag, creator, audio, and more.
This can help with keyword research to see what’s going viral on TikTok in real-time — and see what keywords are being used in those videos.
3. Look at other creators’ content.
Type in a keyword that is relevant to your content in the search. Take note of which videos appear first — do they have that keyword on the in-video text? Is that keyword in the caption?
Uncover what other TikTok hashtags they’ve added to the video description or look at comments to see what people are asking to find relevant keywords that you may want to use.
2. Tap into user-generated content creators.
Gen-Z consumers are savvy shoppers — they basically merge the awareness and consideration phases of the sales funnel by discovering brands through content in the form of reviews, tips, and advice.
Now, influencer marketing on Tiktok isn’t necessarily a new strategy but collaborating with a UGC creator is.

It’s a new strategy that is quickly gaining a ton of traction; on TikTok, the hashtag #ugccreator has 147.1M views and growing.

For brands, it’s simple, search on TikTok for creators within your niche or accounts that may have already included your product or service (or your competitors) in a video for a collab.
If you’re new to working with creators, partner up with a top-rated influencer marketing agency to support you through the process.
3. Create a hashtag strategy.
There is great debate on if “hashtags are dead,” but TikTok uses hashtags to categorize content on the app.
Obviously, throwing in a bunch of random hashtags won’t work in boosting engagement and can come across as spammy.
But, adding relevant TikTok hashtags (think of them as keywords) that explain the topics covered in your video can help the algorithm better understand your video’s content.
A social media hashtag tool can make hashtag suggestions based on trending keywords and help you organize your hashtags into groups, so you can easily add them to your captions for a seamless workflow.
Pro Tip: If you’re jumping on a trending challenge or dance routine, be sure to add the trending hashtag to your post.
Wrapping Up
As consumer behavior changes and more people search for brands on social media, taking on an SEO approach can increase your discoverability on TikTok.
Focus on keywords and UGC creators that are relevant to your product or service, and schedule your TikTok posts to maintain a sense of consistency with the algorithm.
With the right TikTok SEO strategy, you’ll start reaping the benefits in no time.

For the majority of folks, the holidays are for rest and relaxation as it’s the one time of year most people get a break from school and work. Yet, for small business owners, that’s not quite the case. In fact, November through December is often the busiest season for these entrepreneurs. Many depend on sales made during these months, leading them to work long hours during the holidays. But this can lead to serious health consequences. One study found that individuals who work over 61 hours a week have an increased risk of developing high systolic blood pressure. By establishing some boundaries however, it is possible to create a good work-life balance during the most festive time of the year. Here’s how three small business owners tackle their busy schedules during the holidays so they can enjoy the season with their loved ones.Why setting boundaries is so importantThere are a ton of advantages to being your own boss, but the one downside is that your workload can oftentimes feel like it’s never ending. Whether it’s responding to emails, posting seasonal deals to your social media channels, or shipping out products, work can pile up – especially during busy seasons. By setting boundaries during the holidays, you’re not only developing a healthier relationship to work, but are also giving yourself some necessary downtime. Simply put, individuals who work 24/7 have a much higher risk of developing burnout. This can result in several consequences, including no longer feeling fulfilled by your job, which leads to poor performance and impacts the quality of your work. Other symptoms include fatigue, stress, insomnia, and in severe cases, some people even develop anxiety and depression. This can be a tricky subject as most business owners feel a strong obligation to work around the clock and ensure that their customers and employees are taken care of. But once you take a step back, you’ll often find that you’re more productive and happier. At least that’s what happened when freelance writer Kat Boogard switched from working four days a week to three in order to spend more time with her kids. While the transition did require boundaries, Kat says it’s been more of a mental shift than anything else. “Somebody asked me if my three-day workweek was more of a mindset shift than a system-building exercise, and I think that’s a great way to describe it,” she said in her newsletter. While cutting back on work means that she can no longer do all of the things she used to, the writer believes it’s been a fair trade off. Not only has she been able to be more selective and strategic about the projects she now takes on, but she’s no longer putting pressure on herself to constantly be on the go. Most importantly, this switch has allowed her to have more family time. “My kids and I potted some flowers and are caring for them. We take weekly trips to the library or playground … Will I earn as much as I did last year? Nope. Probably not even close,” Kat said. “But at the end of the day, it’s all the other stuff that feels way more like “success”—even if the number on my profit and loss statement is smaller.”Even if you’re not looking to have a three day work week like Kat, her mindframe on scaling back with work can be useful for any entrepreneurs wanting to dedicate more time to themselves and their families, especially during the holiday season.How these small business owners approach work during the holidaysThese three entrepreneurs tackle work during the holidays differently, but they’ve each implemented some kind of boundary into their schedules to ensure that they don’t overload themselves.Implementing a strict scheduleA single mom and a team of one, Assie Khoussa is used to working 24/7 on her small business Eizzy Baby. When it’s the holidays, however, she establishes clear boundaries with work so she can ensure her son doesn’t miss out on any of the festivities.“The holiday season is one of the busiest times of the year for me. Not only are there several sales, promotions, and new product launches happening within my business, my schedule is just as busy,” Assie said.“As a single mom, It is important that my son does not miss a single holiday experience from thanksgiving dinner to wrapping and opening gifts. To make sure I am as productive as possible, I make sure that I am fully scheduling my days,” she said. “From 9 am – 4 pm, I focus on my business and work. Once I pick up my son from school at 5 pm, my attention shifts to family time, we laugh, play, eat and work on the things he needs.” View this post on Instagram A post shared by Eizzy Baby | Baby Products ™️ (@eizzybaby) The entrepreneur has found that without this structure, she tends to gravitate towards working more.“I try to be very strict with this schedule because it allows me to prioritize and focus on what is important. Once [my son] is in bed, then I have the flexibility to work on whatever I need, whether it is self-care or opening up my laptop to edit content. I am the queen of going with the flow, but I’ve noticed that when things are not scheduled or prioritized, That’s when I drop the ball the most.”Assie acknowledges that creating boundaries as an entrepreneur is hard, but she credits her discipline, especially when it comes to her son.“The strict boundaries really come from having the discipline to shut your computer or phone off,” she said. “For me, dropping the ball when it comes to my son sucks and because of that, I use the time allotted to really focus on him. My advice would be to build discipline and realize what’s important during [the holidays].”Being selective with work eventsSisters Kelly and Anna opened up their small business Arctic Haven Studio in 2021, and sell hand-crafted paper art inspired by the Alaskan wilderness. Still early in their journey, the duo work during the holidays to grow their customer base.“As a small business still trying to gain a foothold in the industry, we take advantage of every viable opportunity we have. During the holidays, we participate in several local holiday markets to reach customers individually and concentrate sales. The holiday markets themselves require a lot of hands-on work from ourselves and our family members who help us create, set up, and maintain the booth space, all for a two-day show, at most,” they said.Fortunately, these events are closely tied to the holiday season and are a great way for the entrepreneurs to meet their customers in person, making it feel less like work and more like community building.Kelly tabling at an in person community event“These events require energy and preparation, but they are festive and a great way to interact with potential customers. We listened to customer feedback we received last year and created a holiday card since notecards are our primary product line, and they have been well received this season.”Still, Anna and Kelly don’t say yes to every opportunity during the holidays, and instead are selective about which events they choose to attend so they don’t overwork themselves.“While we do not take time off from the business during the holidays, we are able to regulate our workload by choosing the holiday events we participate in and how much marketing we want to send out prior to the season. Each season we learn new ways to fulfill customer interests and ways to prep better for the upcoming year.”Closing up the business for the holidaysAs a content creator who operates her tarot reading business through her Twitter account, Ashani has more flexible hours than the typical entrepreneur. But that doesn’t mean the creator hasn’t had issues with burnout. In the past, she’s worked through the holidays and didn’t have clear boundaries with her followers. “I remember, back in the day when I would not carve out [vacation time], I’d be like, “oh, my goodness. Why are people hitting me up on Christmas?’ But now, it’s as simple as just closing my readings to be quite honest … I’m blessed to have that function and work for myself. I don’t have to go ask anyone if I can put in PTO or anything like that. I get to create my own schedule.”But Ashani only implemented these boundaries after learning from her first couple years running her business.Learning to take real days off and they’ve been so healing.Today I went hiking in the rain with one of my oldest friends 🥰We’ve known each other since 1st grade!! 🥹❤️ pic.twitter.com/tAJgCaSFpW— ashani the alchemist ☿ (@ashanism) November 10, 2022

“A lot of people have their own business because they want more flexibility. But I remember thinking like, ‘this is not more flexible. I’m overwhelmed with having to do the [reading] services, and run the business, and also schedule myself in.’ But, it’s gotten so much easier [to take time off] over the years.”She sometimes still deals with the struggle of feeling like she’s not working enough, and empathizes with other business owners who have a hard time taking time off.“Sometimes [closing my readings] creates additional pressure. Because, of course, the holidays are the time where people are wanting to spend money and buy gifts. And so, you want to be making more money. And I’ve definitely had to work up to the point. Years ago, it was much more of a struggle, knowing when I should be working more, or working less,” she said.Rather than focusing on holiday sales, Ashani now prioritizes a good work-life balance.“A lot of things are in demand during the holidays, and people are super busy. But I try to take this time to relax and spend it with family and friends, and just do little things for myself,” she said. “So vacation time isn’t as much of a priority for me as just simply maintaining that balance between work and play. And seeing the people that I love, of course.”At Buffer, we also close down the company for an entire week at the end of the year to ensure everyone on our team has the opportunity for some self-care time.We hope these examples from other small business owners have inspired you to carve out time for yourself this holiday season. Remember, giving yourself a break is healthy and the end of the year is the perfect time to recharge and reflect.If you’re interested in creating more boundaries with work right now, there are a ton of productivity habits you can incorporate into your schedule to free up some time. We recommend creating a content and social media calendar to have an organized view of all of your work. Batch-creating content is also an efficient way to get more use out of your time.One of the best ways to ensure you’re present during the holidays is to schedule your social media posts ahead of time — and we can help with that! Get started with Buffer for free today to schedule your content, analyze the performance of your posts, and engage with your followers!

 

 

SALESmanago, Poland’s largest and fastest-growing company creating eCommerce technology solutions, is set to become the single occupant of a new, eye-catching building located in Ocean Office Park in Krakow’s Zablocie district in August 2023. The unique office, developed by Cavatina Holding, will provide modern working space for nearly 700 people. 

 

The new building (Ocean Office Park D) – which will become the new, flagship headquarters of SALESmanago – provides an impressive 4,700 sq. m of comfortable, well-equipped working space over 5 levels. Under the building there will be extensive parking (100 spaces) equipped with a charging infrastructure for electric vehicles. The infrastructure will also cater for the needs of cyclists – including locker rooms and showers. Thanks to the use of energy-efficient and sustainable solutions, the building will be eco-friendly and certified under the international BREEAM standard. 

The investment in the new office aligns with the dynamic growth of SALESmanago, which at the moment employs 360 consultants, data scientists, and engineers across 2 different sites in Krakow. The company is also opening offices in Amsterdam and London to further expand its global operations – currently SALESmanago solutions are used by more than 2,000 eCommerce companies in 50 countries.

 

“We don’t merely employ people – our mission at SALESmanago is to inspire individuals to be their best selves. To do this – we are completely re-styling our work experience – which means advancing our culture through a more personal approach, and setting everybody up for success to accelerate our business growth.  Our new headquarters at Ocean Office Park is a key part of our People strategy – and will provide a spacious, attractive and high-performance collaboration environment for our fast-growing team. It’s also a beautiful, totally unique building that inspires confidence – a real, exciting statement of intent and a perfect new HQ for SALESmanago.”   says James Eastwood, Chief People Officer at SALESmanago.

 

The unconventional architecture of the complex, as the name of the project suggests, takes inspiration from the ocean. The façade of the building involves the use of “double skin” technology, which increases the thermal and acoustic comfort inside the building and further enhances the visual qualities of the building. Ocean Office Park also benefits from state-of-the-art space management tools, providing SALESmanago, and other tenants, with access to comprehensive space planning, reception registration, conference room management and parking space availability services. 

With so much thought and design going into the ‘well-being’ of people working at Ocean Office Park, it is no surprise that the building will also be certified under the WELL Health-Safety Rating – providing additional assurances of the importance of creating a safe and comfortable working environment.

Experts from the Walter Herz consulting agency supported the company in selecting the new office.

The new office is located in a hot-spot of Krakow, easily accessible on foot or bicycle, and only a short walk from the city center. The complex is also easy to reach from different parts of Kraków and surrounding districts thanks to a well-developed public transport network with stops nearby. In addition, Galeria Kazimierz, just a few minutes away by car, provides access to a wide range of services, shopping and dining options.

 

“We understand well the rapidly changing needs of companies like SALESmanago, operating in a very dynamic market environment. We offer comprehensive services that include not only providing top-quality office space, but also consulting, design and finishing services. One of the tasks that post-pandemic offices are supposed to serve is to attract employees to the offices, integrate them and meld with the company, offering a homey vibe with solutions that spark innovation. Complemented by service units, shops and medical facilities – Ocean Office Park sets a standard for what an innovative workplace should look like” – adds Natalia Jaglińska, Leasing Director at Cavatina Holding.

 

SALESmanago will move into their new headquarters at Ocean Office Park in Q3 2023. The company was supported in selecting their new office by experts from the consulting agency Walter Herz.

For more information on the Ocean Office Complex contact:

Łukasz Zarębskie-mail: lukasz.zarebski@cavatina.pl tel. kom: + 48 533 889 240 www.cavatina.pl

 

Last Updated on November 20, 2022 by Rakesh Gupta As a newly minted Certified Sales Cloud Consultant, I am sharing my study experiences with you and want you to be the next one to ace it! So, get ready and dive in! 👉 As you are here, you may want
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For our future awareness events and next fundraiser, I’m considering taking out a direct mail campaign, but we’re not sure what to choose. We serve as a committee for our neighborhood organization, however as we are all volunteers, we are now unable to sift through all the possibilities to choose the best one. Has anyone had experience working with any direct mail businesses? If so, what are your recommendations? I was thinking of Docupost or Mailform. Price is perhaps the most important factor, but lead times and deliveries before deadlines are also important. I appreciate any advice you may provide in advance. submitted by /u/Bruxsae [link] [comments]

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Last Updated on November 19, 2022 by Rakesh Gupta It has been approx three years since I pass the Einstein Analytics and Discovery Consultant exam. In the past few weeks, many people reached out to me asking for guidance and a path to becoming a certified Einstein Analytics and Discovery Consultant.
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