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The ’90s. The last ten years before everybody started to have a phone close by. A period not long before innovation truly dominated. Life was somewhat increasingly slow (would contend less unpleasant) without virtual entertainment feeds to look over each time we were only a tad bit exhausted.

What’s more, without even a trace of new tweets and TikTok patterns to stay aware of constantly, we turned somewhere else for diversion. In particular, we went to the numerous comical and endearing 90s sitcoms that were on each week.

Not in the least did any semblance of Uncle Jesse (show kindness!), George Costanza, Ross and Rachel (and their Companions), and Zack Morris (among numerous others) keep us chuckling, they additionally showed us some important life examples that — in the event that you resembled me growing up around then — you took as undeniable guidance for how to explore life’s harder minutes.

A fourth of 100 years (express out loud whatever?!) later, I’m here to let you know how a portion of those examples can be applied straightforwardly to content showcasing. Seriously, there’s a thing (or a few) that you can truly detract from a portion of our #1 significant episodes.

In this way, right away: 6 substance advertising examples I gained from watching 90s television.

Quick Takeaways

• Content marketing is always evolving. Marketers must be willing to embrace change and step out of their comfort zones to keep up.
• Timing matters — failing to make a plan and stick to it can lead to lost opportunities.
• Resourceful tactics like repurposing old content boost the ROI you earn on content assets.
• Outsourcing to an agency can help you execute your content strategy with more confidence while you focus on other strategic priorities.

Content Marketing Lessons We Learned from 90s Sitcoms

Sometimes It’s Good to Do the Opposite

When you’re not getting the results you want from your content strategy, take a little advice from George Costanza and do the opposite. In this episode of Seinfeld, George laments that the decisions he’s made thus far in life have all been wrong, and Jerry sagely advises him:

“If every instinct you have is wrong, then the opposite would have to be right.”

Now I’m not suggesting your decisions have all been as wrong as George’s, or that you flip your entire content strategy on its head to do the exact opposite of what you’re doing now. The takeaway as I see it is about not simply digging your heels in and sticking to the plan, even when it’s not working.

Be willing to be like George and admit when something’s not going as expected, then figure out how to adjust. Content best practices evolve and change like any other part of business, and there’s a lot to get right when it comes to making Google’s algorithms happy, engaging the right target audience, and creating content that actually converts.

Undoubtedly, there will be times when you don’t get it right the first time and need to do some trial and error to get back on course.

The content marketing lesson: Keep trying. Keep improving. Do the opposite of what your instincts tell you when your instinct isn’t working. Do your research and adjust your strategy until it succeeds.

Change is Hard (But You’ve Got to Embrace It)

Uncle Jesse moving out of the house. Mr. Feeney dismissed his students after the last day of school. Will Smith stand in an empty house after his family leaves for the final time? If there’s one thing we know from 90s sitcoms, it’s that change is inevitable and it feels tough.

As a content marketer trying to keep up with the latest content trends and best practices, it’s a feeling you’re probably familiar with yourself.

For example There once was a time when all you had to do to get content ranking on Google was stuff it full of your target keyword and press publish. But Google (and its users) got smarter, and today the algorithm’s expectations for content quality are much more sophisticated.

It was a change met with resistance and even resentment as marketers realized they’d need to do more to create competitive content. But the brands that won are those that embraced the change to get ahead.

Here’s the lesson: Content marketing is fast-changing. New tools and technologies come out, trends come and go, and user expectations evolve. Embrace it all. Keep up with it. It keeps your content fresh, relevant, and engaging for your audience.

Great One-Liners Grab Attention

When you watched an episode of Family Matters and things went inevitably wrong on screen, you could count on Steve Urkel to turn around and ask with an aloof smile, “Did I do that?” Inevitably, when Friends’ Joey Tribiani saw an attractive woman, you waited expectantly for his “How you doin’?”

When someone didn’t give Stephanie Tanner her way on Full House? You knew you’d hear an exasperated “How rude!” Blossom heartthrob Joey Russo stole hearts with a single “Whoa!”

Many of our favorite 90s TV characters became so beloved because of the familiarity behind their signature taglines. If our attention veered for a moment, you could count on these lines to grab it back to see what was happening.

And while brand taglines might be more relevant to direct advertising, there are important lessons we can take away from content marketing too. Namely, a single line — a blog headline, email subject line, etc. — is what grabs your audience’s attention and makes them decide to stick around.

Consider this: 8 of 10 people will read your blog headline, but only 2 out of 10 will read your full blog. About a third of email recipients decide whether or not to read an email based solely on the subject line. No matter how great your actual content is, you’ve got to get the headline right if you want them to actually read it.

Sometimes You’ve Got to Be Resourceful

When Uncle Jesse, Stephanie, and Michelle got locked in a mechanic’s garage on the morning of Michelle’s birthday party, they could have thrown their hands up and called it quits. After all, they planned and purchased for the party happening at the house, and now all they had to work with was the equipment locked in the garage with them.

So what did they do? They got resourceful. They looked internally for things they could use to recreate a birthday party. What resulted (at least for kids like me watching from the couch) was just about the best party a girl could want.

As content marketers, we often end up in situations where our budget doesn’t stretch as far as we want it to or we just don’t have the bandwidth to get everything done that we planned for a given time period. But you still have to publish. You still have to engage your audience.

Just like Stephanie and Jesse used auto equipment to turn the garage into a circus, you can look right inside your own library of content for ways to keep your strategy active.

Repurposing or reusing content is a powerful way to keep web traffic flowing to your site. In fact, HubSpot found they earned 76% of their blog views from old articles they updated.

The takeaway: Don’t feel like you have to reinvent the content wheel every time—especially when you’re feeling stretched too thin.

Look at your current content library for ways to boost activity. Repurpose content on other platforms. Give older articles a refresh and repost. Rather than stressing about what you can’t do, look to maximize ROI on what you already have.

Timing is Everything

There were two types of people in the 90s: those that thought Ross and Rachel were on a break, and those who thought they weren’t. The will-they-won’t-they storyline between these two Friends characters was a staple of 90s pop culture, and if you tuned in, you know timing never seemed to be on the couple’s side.

Take the scene pictured above, when Rachel finally decides to tell Ross how he feels, only to be unexpectedly introduced to his new girlfriend. Ross loved Rachel, but she waited too long. To put it in content marketers’ terms, she lost her guy to a competitor.

Timing is debatable in the content marketing industry — the best day and time to publish your blogs or send an email or publish a new social media post largely depends on your audience and your industry (although there are general best practices to follow). 

We’re thinking of timing here more holistically. It’s essential to plan your strategy ahead of time so you can keep things consistent, build traffic reliably over time, and capitalize on opportunities like seasonal demand or new product launches.

Using a content calendar to plan your timing and stick to your plan is one of the smartest ways to put this important lesson into practice.

Otherwise? Your brand might end up like Rachel at the airport, watching potential customers (even those who may have loved your brand) go with other brands who got to them first.

It’s Okay to Ask For Help

Tim “The Tool Man” Taylor was notorious for trying to do everything himself — as he often liked to proclaim: “A real man doesn’t need a manual.” He even shrugged off the help of his loyal assistant, Al Borland, which led to many a home improvement disaster when things inevitably got out of his control.

While Tim’s stubbornness may have been a shtick, it offers a valuable lesson for founders and marketing leaders: Content marketing can’t be a one-man show, and trying to do it all on your own will likely lead to wasted effort and poor results.

It’s understandable, especially for startups and growing small businesses, to want to save on costs by executing your content strategy in-house, even when you don’t have the resources to do it. The problem is that you end up with lower ROI and less time to focus on what matters most to your business — serving your customers.

The lesson here is that it’s okay (and smart) to ask for content marketing help when you need it.

Outsourcing content is an alternative that’s proven effective for most companies (84% outsource content in some way) and can offer you convenient bundled services, access to key tools and expertise, and easier scalability than is possible when you hire an in-house team.

HubSpot, the client relationship the board (CRM) stage for scaling organizations, today reported the send-off of two new instruments fueled by computerized reasoning (artificial intelligence) – a content colleague and ChatSpot.ai – to assist its clients to save time while making better associations with their crowds.

The presentation of content collaborator and ChatSpot.ai expands on HubSpot’s prior interests in simulated intelligence including discussion knowledge, information quality tooling, information advancement, prescient simulated intelligence, and content streamlining, and that’s just the beginning. Controlled by industry-driving man-made consciousness frameworks from OpenAI, content collaborators and ChatSpot.ai make efficiencies for promoting, deals, and client care experts.

• Content Assistant: Launching today in private beta, the content assistant helps marketing and sales teams ideate, create, and share quality content in a matter of minutes, if not seconds. Among many options, content assistant can:
  • Suggest blog titles related to a product or service, then generate a complete blog post outline for that title;
  • Write content in a flash for blog posts, landing pages, website pages, sales and marketing emails, and knowledge base articles;
  • Streamline content marketing workflows into one place, saving teams time and energy. 
• ChatSpot.ai Launching today in public alpha, ChatSpot.ai helps HubSpot customers complete a variety of tasks using a natural language chat-based user experience. The tool helps users:
  • Add contacts and companies to the HubSpot CRM;
  • Create custom reports related to marketing, sales, and customer service;
  • Draft professional, effective sales emails personalized to the recipient.

Andy Pitre, EVP of product at HubSpot, said: “We are experiencing a step-function change in the way people work. At HubSpot, our goal is to help companies connect more deeply with their customers. Our new AI-powered content assistant helps them create quality content faster and easier, to better serve their customers.

“Advances in AI also have the potential to change the way people use and interact with software. We’re excited to launch ChatSpot.ai to experiment with how we can make our software even easier to use, and we’re inviting our customers to come along with us as we learn together.” 

Sign up for the content assistant beta or ChatSpot.ai alpha here. 

As well as saving customers’ time, in order to further improve the marketer experience, HubSpot can also announce its new Advanced Marketing Reporting offering which provides a birds-eye view of the customer journey to spot growth opportunities. The new solution will offer marketers access to all unified data for specialized advanced reporting and insight. Using Advanced Marketing Reporting, teams can identify how specific touchpoints, marketing actions, and assets are performing and optimize specific conversion paths. This will help the marketing department to do more with less as well as defend their marketing budget.

Do you feel like your B2B content promoting system has become flat and your techniques don’t appear to be coming by the outcomes they used to?

In the high-speed universe of computerized advertising, it’s fundamental to keep awake to date with the most recent patterns and strategies to remain pertinent to your crowd and try not to fall behind your rivals. In the event that you haven’t switched around your substance technique over the most recent year, now is the right time to assess the situation, sort out what’s working, and consider what new strategies you can utilize to make the most out of your substance.

Quick Takeaways:

• Brands can leverage AI to produce and promote content at optimal levels.
• Personalized content improves your conversion rates and builds one-to-one brand-customer relationships.
• Your employees can tell your brand story more convincingly than anyone else.
• The live video demonstrates your authenticity and transparency to customers.
• Data enables companies to continually improve and refine their strategies based on real insights.
• Content marketing agencies help save costs and execute more scalable strategies.

AI-Powered Content Production and Distribution

The amount of data that websites, apps, and businesses are collecting about online behavior and customers is growing at an exponential rate. In fact, worldwide data consumption is expected to reach 174 zettabytes (that’s 21 zeros!) by 2024 — nearly double it’s 2021 rate.

While the sheer volume of this data means that it can be difficult for humans to process effectively and gain insights from, spotting patterns and trends in data is something that machines are very good at.

Artificial intelligence software can now assist in all stages of content marketing — from spotting upcoming topic trends in the research phase and optimizing headlines for maximum impact and click-through rate, to automatically determining the best social networks and best times to promote content.

Intelligent software can not only speed up the content production process and make it more efficient, but it can help you to make content that better serves the needs of your audience too.

Personalized Experiences

AI and increased data collection have also made it possible to deliver a highly personalized experience to each individual member of your audience.

When you have data about demographics, browsing behavior, and previous engagement with your brand, you can use this information to deliver “hyper-personalized” content experiences to each user, custom-designed to be as useful and engaging as possible.

Salesforce reports that 84% of customers say being treated like a person, not a number (AKA receiving personalized attention) is very important to winning their business. This applies as much to B2C content marketing as it does in the B2B context.

Further, customers expect personalized conveniences like connected processes (think omnichannel communication), sellers who understand how they want/need to use products and services, and instant, on-demand engagement).

As anyone on the sales team knows, it’s making this human connection with someone that can make a sale. The same is true in content marketing. When your content is targeted in its delivery, prioritizes topics that your customers care about, and has a responsive design for seamless consumption, you can expect your leads to stick around.

By personalizing your B2B content marketing strategy, you not only streamline your sales funnel and improve your conversion rate but also helps build relationships with the individuals making purchase decisions for their companies.

Employee Generated Content

Influencer marketing can certainly be effective, but it can also be challenging to carry out in a B2B setting.

The answer is to use your own employees as influencers — the people who work for you are the best advocates for your business. It’s for this reason that over 70% of marketers use their employees as influencers.

Employees who advocate for their companies (such as by sharing brand content!) also help drive significant growth — employee-shared posts reach a staggering 571% wider audiences, and the leads they generate are 7X more likely to convert to sales.

Of course, for employee influencers to be engaging, genuine, and persuasive, it’s vital that they really believe in your brand and are passionate about the business succeeding.

Your internal influencers can tell the story of your brand in a way that nobody else can. But it’s essential that you nurture a positive culture of growth and support at work, and do whatever you can to make every individual employee feel as if they are an integral part of the company and the brand.

Each individual can give a unique viewpoint, and consumers tend to trust content with a human face more than a generic bra. Each employee can also bring his or her unique ideas to your content plan to keep things fresh and ensure you’re never stuck for content ideas.

Your employees can be your most effective salespeople so make sure you invest in employee engagement as much as you do in your content marketing strategy.

Live Video

HubSpot’s most recent State of Video report highlights exactly why it’s more important than ever to make video part of your digital content strategy. Their survey found that 90% of marketers say video has increased leads for their company — up from 86% in 2022 and the highest rate ever reported since the survey has been conducted.

Other must-know stats from the survey drive this point home even further:

• 91% of businesses use video as a marketing tool, and 96% see it as a critical part of their strategy
• 92% of marketers say video gives them a positive ROI (another all-time high)
• 87% of marketers say video has a direct positive impact on sales
• 96%  say it helps increase user understanding of their products and services
• 96% of consumers say they watch videos to learn about products and services
• 79% say video has directly convinced them to make a purchase

The takeaway — if you aren’t already using marketing in your content marketing strategy, the time to start is right now.

And while all types of video will continue to grow in popularity in 2023, live video, in particular, is one strategy that is certainly worth considering integrating into your content strategy.

Live video is becoming an increasingly important part of several social networks. 80% of consumers would rather watch a live video than read a blog post. And Facebook has said that users spend 3 times longer watching live videos than standard videos.

As live video is unedited, it’s a great way to demonstrate authenticity and transparency, and build trust in your brand. Live video can also be interactive and is effective at engaging your audience.

As well as being a popular content format, live content converts extremely well. One survey found that 67% of people watching a live stream would go on to make a purchase.

Data-Driven Content Strategy

Content marketing is no longer an optional part of your marketing strategy, but a must-have in today’s digital age. In fact, you’d be hard-pressed to find a business or brand that didn’t engage in some form of content marketing.

Today, successful B2B content marketers have increasingly sophisticated, data-driven content strategies with measurable goals and insights-based optimization that delivers higher ROI.

Consider this — while 94% of businesses use content marketing in some capacity, only 9% say their strategy is very successful. Many don’t even know if their strategy is successful or not. For those companies, I’d strongly venture to guess a missing piece to their puzzle is the lack of data insights. Further, an overwhelming majority of marketers — 87% — say data is their most underutilized asset.

Those businesses that are serious about content marketing will use insights from available data to construct their B2B content marketing strategy and plan, then analyze the results to ensure success. They’ll look for ways to refine and continually improve their strategy to find, engage, and convert the right audiences.

Along with this increasing sophistication in content marketing will come more reliance on tools and technology to deal with the data and manage strategy. The number of martech solutions is continuing to grow rapidly year after year, and there are definitely some exciting developments to watch out for in the future.

Hiring an Agency

You may not think of hiring a content strategy agency as a way to improve your own B2B content marketing strategy, but it’s fast becoming one of the top ways companies level up their execution. Here’s why — content marketing requires many moving parts and frequent, high-quality, high-volume content publishing. When you are running a business and focusing on serving your customers, content inevitably takes a back seat sometimes.

The problem is that your strategy then loses momentum, and you then lose potential customers to your competitors.

When you hire an agency, you have a dedicated, full-time team focused on your content. You can count on optimized content, reliable delivery, frequent publishing, and a data-driven approach. While it may mean a financial investment upfront to hire your new agency, outsourcing content marketing ultimately saves companies up to 90% compared to what they’d pay to hire, equip, and manage an internal content team.

Artificial intelligence (AI) has revolutionized the way businesses generate leads, providing a more efficient and effective means of identifying potential customers. However, with the vast amounts of data involved in AI-driven lead generation, there are increasing concerns around data privacy. In this blog post, we will explore the role of data privacy in AI-driven lead generation strategies and discuss how businesses can ensure they are using customer data in an ethical and responsible manner.

The Importance of Data Privacy

Data privacy refers to the protection of personal information, such as names, email addresses, phone numbers, and other sensitive data. With the rise of AI-powered lead generation tools, businesses have access to vast amounts of customer data, which can be used to target potential customers more effectively. However, this data is also sensitive and must be protected to ensure customer trust.

The Role of GDPR and CCPA

Two regulations that have a significant impact on data privacy in AI-driven lead generation are the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). The GDPR applies to all businesses that handle data belonging to individuals in the European Union (EU), while the CCPA applies to businesses operating in California that handle the data of California residents.

Under these regulations, businesses must obtain explicit consent from customers before collecting, processing, or storing their data. They must also be transparent about what data they are collecting and how they will use it. Additionally, customers have the right to access, correct, and delete their data at any time.

Ensuring Ethical and Responsible Use of Data

To ensure ethical and responsible use of customer data in AI-driven lead generation strategies, businesses can take several steps:

Be Transparent about Data Use

To build trust with customers, businesses must be transparent about what data they are collecting and how they will use it. This includes providing clear and concise privacy policies that outline the purpose of data collection and how it will be stored and used.

Obtain Explicit Consent

Businesses must obtain explicit consent from customers before collecting and using their data. This can be achieved through opt-in forms or checkboxes that customers must select to indicate their consent.

Use Data for Intended Purpose Only

To maintain trust, businesses must use customer data only for its intended purpose. For example, if a customer provides their email address to download a whitepaper, that email address should not be used for any other purpose, such as marketing emails, unless the customer has explicitly consented to such use.

Secure Data Storage

To protect customer data, businesses must ensure that it is stored securely. This includes implementing strong passwords and encryption, as well as regularly auditing data storage systems for vulnerabilities.

Conclusion AI-driven lead generation strategies have the potential to transform the way businesses identify and engage with potential customers. However, the use of customer data in these strategies must be ethical and responsible, ensuring that customer data is protected and used only for its intended purpose. By being transparent about data use, obtaining explicit consent, using data for its intended purpose only, and securing data storage, businesses can leverage AI to generate leads while maintaining trust with their customers.