It wasn’t too long ago that we weren’t participating so much right through Promoting and advertising.

If I published a blog submit on “SEO methodology”, it was a happy twist of fate if the YouTube group of workers had covered anything an identical that I might use in my submit.

Teams merely weren’t creating content material subject material cohesively right through different verticals. Let’s be truthful: We might grown too massive.

On the Blog group of workers, this moreover meant we had limited non-organic channels to use to get our posts in front of the most productive audiences.

At the moment, I’ll pull once more the curtain (sorry, I merely spotted Wicked) on how HubSpot’s Blog group of workers reimagined our option to content material subject material — transforming what was once a siloed blog methodology proper right into a dynamic, multi-channel storytelling software.

(Psst: Curious what else is happening on this planet of operating a weblog? Check out our brand-new 2025 State of Running a blog document with information from 500+ marketers — the principle time now we’ve got ever run such a entire audit on what’s happening across the operating a weblog landscape.)

Why We Offered Our Media Narratives Program

Once we first started our Distinctive Research program in 2017, something was immediately clear: our blog readers are utterly obsessed with information.

Like, Taylor-Swift-friendship-bracelets-level obsessed.

In our first entire 12 months, we drove over 1.4 million views by way of distinctive read about. Turns out, other people love information — regardless of platform.

The issue? Prime quality read about is pricey and time-consuming. We might have favored a further strategic approach to not merely create read about, on the other hand to distribute it effectively right through a few channels to make sure we’ve got been getting a very powerful bang for our research-bucks.

For instance, you don’t should be a blog reader to get entry to our State of Promoting and advertising information — despite the fact that, selfishly, I’d adore it will have to you’ve gotten been.

But if instead you could be an avid YouTuber, newsletter subscriber, or IG follower, you will have to however be capable of get entry to the easiest promoting and advertising inclinations at the ones platforms, too.

Enter: Media Narratives.

In June 2022, I piloted our first Media Narrative — a quarterly approach that may develop into how we imagine read about, content material subject material, and cross-team collaboration.

What started as an experimental program briefly was an impressive distribution engine for our distinctive read about, blog, and fashion.

What’s a Media Narrative?

Media Narratives is, at its core, a number of multimedia content material subject material centered spherical one data-backed theme.

Think: A YouTube video, podcast episode, blog submit, and a TikTok vid, all discussing the identical trending subject and the use of web page guests in opposition to one final offer.

Each and every Media Narrative is fueled by way of the Blog’s distinctive read about {and professional} concept leadership, and all the time has one corresponding research-backed file.

Let’s ruin it down in bullet-point construction. A Media Narrative consists of:

• One targeted, research-backed offer (suppose: State of Advertising and marketing, State of Product sales, State of AI)
• 15+ in-depth blog posts discussing the subtopics of that overarching file (i.e. “very best promoting and advertising not easy eventualities”, “very best promoting and advertising channels”, “promoting and advertising KPIs to pay attention to”)
• A professional interviews
• Films
• Podcast mentions
• Social content material subject material

… With distinctive read about as the foundation for each and every explicit particular person channel’s content material subject material.

And, to-date, Media Narratives have driven over 6M+ views to the Blog.

How Media Narratives Help Us Unravel for Channel Volatility

As organic search was an increasing number of unpredictable in 2024, we complex a brand-new, powerful technique that doesn’t merely rely on typical SEO tactics.

On the other hand we had each and every different secret weapon, too: Media Narratives.

Media Narratives have helped cushion the blow of search volatility over the past 12 months for two reasons:

1. Media Narratives leverage a few distribution channels — like YouTube, social media, and podcasts — which lend a hand us create content material subject material for platforms which could be a lot much less impacted by way of the organic tides.
2. Media Narratives content material subject material helps us compete against AI, since Media Narrative content material subject material is simply too difficult to replicate using AI. … Being excited by human perspectives, and all.

In several words, Media Narratives be sure we don’t have all of our eggs in one basket.

We distribute content material subject material on all the channels our audience might need, so they are able to come to a decision how, where, and why they need to consume our content material subject material.

Well … Optimistically they’re no longer asking why.

Plus, we submit content material subject material for Media Narratives like “Promoting and advertising Budgets: How So much Must Your Staff Spend in 2024?” and “The Best 5 Promoting and advertising Not easy eventualities Expected Globally in 2025, And Discover ways to Overcome Them” — two topics I’d somewhat no longer ask a robot about.

What This Way for Marketers [3 Lessons for 2025]

1. Don’t merely rely on search.

Okay, good enough — I know this is an obtrusive one.

On the other hand it is also surprisingly difficult. Our Blog methodology however is based totally primarily on organic web page guests.

Because of, let’s settle for it … Social media shoppers aren’t too determined to click on on on a blog link that takes them off of TikTok. I get it.

On the other hand now we’ve got came upon it an increasing number of crucial to test content material subject material on new channels.

Non-organic content material subject material deserves its time to shine. You’ll nearly indubitably in no way Google keyword words like “$400K fighter jets” and “Anti-marketing Liquid Dying”, right kind?

And however — and I’m hoping this isn’t too presumptuous — I consider you’d like to learn, “Martha Stewart, $400K Fighter Jets, and Comedy Writers: How Liquid Dying Wins at Anti-Promoting and advertising, In line with Liquid Dying’s VP”.

So give it a shot — proportion your blog posts by way of newsletters, social posts, YouTube descriptions, and further. And try out some newer UGC distribution channels, like Substack, Reddit, and Discord.

You wish to have to play by way of the foundations of each and every platform (cough, cough: Don’t junk mail your fanatics) on the other hand you will have to however get creative when it comes to the best way you get your content material subject material to be had out there.

Nevertheless curious what other marketers’ are up to? Give our 2025 State of Running a blog document (with information from 500+ marketers) a be told.

2. Put money into distinctive read about.

We’ve were given all spotted it first-hand: Throughout the age of AI, method too many marketers are getting at ease publishing generic “5 Promoting and advertising Trends” posts immediately from the fingertips of superb ole’ GPT.

So… What’s the Batman to ChatGPT’s Robin? Exact, human perspectives.

Distinctive information coupled with skilled evaluations is your aggressive merit in an international of AI-generated content material subject material.

It’s expensive, but it surely is usually a successful investment if it allows you to outrank your pageant while making your content material subject material further valuable.

For many who do come to a decision to put money into distinctive read about, I’d suggest to start small with a read about file that correlates strongly in your highest-intent topics. For many who advertise video promoting and advertising software, a video promoting and advertising file is your sweet spot.

3. Come with cross-team collaboration.

Our most successful Narratives ruin down silos.

When your podcast, social, newsletter, and blog teams artwork together, you create one more thing than the sum of its parts.

It’s not easy. It required a project-management mindset I wasn’t used to, and in the end, I sought after to take the time to learn how each and every group of workers operates (and their hottest verbal exchange sorts) forward of I got it right kind.

What I came upon is this: When operating with other teams, you will have to create collaboration possible choices in a few formats.

For me, this meant organizing a quarterly Zoom meeting that stakeholders might join, or an async spreadsheet they could drop notes into, or the selection for a 1:1 meeting with me to discuss how we might artwork together.

This will likely look different for you, on the other hand this is a excellent recommendation to collect feedback right through teams to make sure you’re creating a process that works for everyone.

Taking part in It Safe Way Being Left In the back of

If there’s something I’ve came upon from proudly proudly owning Media Narratives, it’s this: Content material subject material excellent fortune isn’t about taking part in it safe.

As an alternative, it’s about being bold, data-driven, and adaptable.

Our Media Narratives program is proof that every now and then, the bigger bets can pay off. It helped us treatment for some number one inside issues (siloed content material subject material teams), while creating further crowd pleasing content material subject material for our audiences.

And being a strong coverage against AI was once as soon as an added bonus.

My point? Use 2025 to try some new pilot strategies. Heck – give something like your own Media Narratives a shot. You in no way know how it is going to do.

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