Content Marketing Blog

The authoritative answer is… yes and no.

This is a question that’s been batted back and forth for years with some big names weighing in with anecdotal and statistical evidence supporting both sides of the argument. Let’s break down some of the fact and fiction first, then explore where the real value is in both social media and SEO.

In June, several members of the SPROUT Content team attended Digital Summit Denver, one of the region’s largest professional gatherings focused solely on digital strategy in marketing and business. Topics ranged from content marketing, to user experience (UX), to mobile usability, with engaging keynote speakers and fascinating experts facilitating more than 50 sessions over two days.

Data analysis tools have been around for many years. Rarely do marketing tools like social distribution platforms, content management systems or email marketing software exist without intelligence built in. While access to data is not a new concept, the way data is being analyzed and acted on is improving, thanks to more comprehensive tools that tie together facts and numbers with tangible marketing solutions.

SPROUT Content co-founder Dechay Watts and I recently came back from HubSpot’s annual Partner Day, which is a 2-day event at HubSpot’s Cambridge, MA headquarters for Gold and higher tiered agency partners.  The annual event left us energized by the amazing community of like-minded HubSpot partners, as well as the always-impressive HubSpot staff.  Our time spent there inspired us about new ways we can deliver even stronger results for our clients, and excited about the new announcements coming this year.

I was asked by a new client recently how they should set up their new blog: as a subdomain ( or subfolder ( What’s easier? What’s better for search results? This question has been batted back and forth online like a ball at Wimbledon.

Times change along with technology. It’s not a new song. After all, “Video Killed the Radio Star” 36 years ago.

To continually stay relevant, this year we made a dramatic shift as an agency, and hired an agile marketing coach. He worked with us to dive into the agile methodology, historically used by software companies, to deliver more efficient, stronger and faster results for our clients.

Technology companies exist in every niche, from artificial intelligence to cellular signal boosters to email marketing. Developers build technologies that make things easier, improve our lives, and introduce new inventions that pave the way toward the future. For tech developers, sharing their discoveries and marketing their products can help build their businesses and make their offerings even better.

We started working with an Agile Consulting and Coaching company a few years ago to help them develop performance content for their blog. All of the concepts we wrote about focused on agile implementation and training courses to help software companies and project managers be more efficient. This work introduced us to the concepts, tools and terminology used with agile (scrum, sprints, JIRA, product managers, etc.) and often had us joking about how nobody at our agency would want the title of "scrum master." But, it didn't inspire a magical first.


It’s been awhile since the last Panda and Penguin updates to Google’s ever-changing algorithm, which further solidified the need for authentic, quality content. Last week, Google was quietly at it again, and tweaked their algorithm to cause some published content to dramatically decline in search results.  For example: According to SearchMetrics data, Apple’s content dropped by a whopping 63%.

If you operate a Software as a Service (SaaS) company, then providing highly specialized software-based solutions is your thing. Your clients have problems and you’ve got answers—all available on the Internet, with no hardware to buy or confusing software to install. Customers are bound to start lining up outside your door, right?

When we think of manufacturers, it’s common to imagine massive companies like Toyota, General Electric or Apple. While these successful organizations are most well-known, there are many businesses on a smaller scale that represent the manufacturing industry. Whether for clothing, technology, transportation, paper products, or food production, manufacturing companies create many of the products we rely on today.

You may already know the importance of developing buyer personas when creating a marketing strategy. But without developing the appropriate buyer personas specific to your business, your marketing efforts will miss the mark.


Inbound marketing is a broad term that incorporates a large number of possible strategies, tactics, and best practices. There are so many tools and methods that come into play — with even more creative tactics deployed every day — it can feel difficult to keep up.

3 Ways for Sales to contribute to your Inbound Marketing Strategy

Picture this. As an inbound marketing agency, we’ve been working with a new client partner for 6 months. We’ve gotten to know their CEO, Director of Marketing, IT manager and product manager. We’ve dug deep into their business to get to know their competition, buyers and services. A comprehensive inbound marketing strategy was developed, mapping content topics and offers to their buyer’s journey, including relevant keywords, CTAs, internal links and sales funnel stage for each piece of content. We’ve written 20 blog posts and launched two lead generation campaigns to educate their prospects, generate marketing and sales qualified leads and nurturing those leads via email and social until they become customers.

In the 1990s, I spent time as a debt collector, knocking on the doors of customers who were in various stages of delinquency with the companies I worked for. To an outsider, the job might seem straightforward. You ask for money and people either give it to you or they don’t.

But I found that my success as an outside collector boiled down to three significant steps: Approach, research and teamwork. And I’ve found these three ingredients are the same for inbound selling.

What We Do

We are an inbound marketing agency that specializes in performance content for businesses in "unglamorous industries."

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Dechay Watts, CSO