If you ask marketers about their 2020 content plans, most will tell you they had to pivot because of the pandemic. In 2021, many said the same thing, as the world adjusted to this new normal. We surveyed over 600 media planners this year and 99% of marketers who have ever pivoted their content plan did so in 2021, with 39% of them pivoting three times that year. So how are they budgeting in 2022? Let’s find out. How much are marketers spending on content marketing? According to HubSpot Blog Research, 39% of marketers surveyed say they allocate 31-50% of […]

2021 was a big year for the HubSpot content team. Our team grew, we faced challenges, and we had some fun with experiments. Experiments can teach you a lot about your audience and help you unlock growth opportunities. Here are some experiments we ran in 2021 and what we learned from them. Conversion Rate Optimization In January 2021, the web strategy team decided to run a form optimization experiment to understand how altering our forms would affect our users, ahead of a blog redesign. When evaluating the current form, the team found that it was breaking several best practices relating […]