Around 2003, as blogs began to take hold in the internet psyche, it became clear that these writing tools could be more than an outlet for an individual's ruminations ' they also had vast potential for business and marketing. In 2006, Hubspot launched as a way to take advantage of the trend, giving marketers a platform designed to get inbound leads via blog posts. That meant customers came to your website drawn by the content on the blog without a sales team explicitly having to call and ask them to buy something. Around the same time, a marketing professional who had grown tired of corporate life, David Meerman Scott, was writing a playbook for marketers to understand this new way of delivering content. That book, 'The New Rules of Marketing and PR,' was published in 2007 and proved to be a seminal work in the field. It helped marketing teams understand they needed to produce compelling content, not reproduce the slick brochure copy of the past, on the internet. It turns out that...
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