This week, Erica and Cassie chat with Kyle Denhoff, Director of Marketing (Media) at Hubspot. In this episode, Kyle walks us through his team's approach to YouTube, podcast, and email newsletter content, and how they tailor their channels to the audiences they're trying to reach. He also shares his thoughts on the leadership skills every marketer should adopt and provides encouragement for anyone looking to up-level their content strategies in the next year.
Here's a peek at what we cover in this episode:
[00:03:01] - Kyle details his non-traditional background - first studying journalism, then diving headfirst into the marketing agency realm, transitioning to a global social media role at Xerox, then moving into his current position as Director of Marketing (Media) at Hubspot. He also explains his team's day to day tasks in managing Hubspot's YouTube strategy, podcasts, and newsletters, and reveals his top tips for aspiring leaders.
[00:11:33] - Kyle explains Hubspot's YouTube strategy and what their team is doing on the platform to drive discoverability and growth of reach and influence. He also runs through the process of testing and learning on YouTube - evaluating viewership, view duration and drop-off to understand which formats work for their varied audiences and then making it repeatable.
[00:17:04] - Kyle shares his best podcasting tips and how new podcasters can set themselves up for success from the first episode.
[00:24:21] - Kyle outlines the 3 elements that make for a strong email newsletter strategy - original storytelling, curation, and unique voice - and explains the importance of providing value in your newsletter(s) before ever attempting to sell your subscribers anything. Finally, Kyle touches on his marketing predictions for 2024 and his thoughts on AI's role in marketing.
Grab a drink and listen in to this week's Marketing Happy Hour conversation!
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Other episodes you'll enjoy if you enjoyed Kyle's episode:
Content Marketing 101: Creating an Effective Social Media Presence | Elyse Estrella of Wine Enthusiast
"Edutainment" 101: Content That Converts | Travis Tyler of PandaDoc
Building an Engaging Brand on Social Media | Jack Appleby of Future Social
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