Return on ad spend (ROAS) has become the default metric for many marketing teams. It’s clean, precise, and makes CFOs happy. Spend X dollars, get Y dollars back. Simple … right? Not quite. Here’s the issue: The more exact a marketing metric is, the easier it is to manipulate. Want a 2x ROAS? You can…
Implementing AI in Your Marketing Tech Stack — Tips and Tricks You Need to Know
Long before ChatGPT, I worked with clients who used AI and machine learning to speed up data analysis at scale. Their enthusiasm about AI’s ability to improve everything from business operations to AI marketing funnels piqued my interest. So when ChatGPT took over the news cycle, after my initial skepticism, I haven’t looked back. While…
How to manage multiple Instagram accounts stress-free
Key takeaways Reasons for creating multiple Instagram accounts for one brand include promoting specific product lines, targeting regional audiences, enhancing employer branding, or balancing personal and business identities. To manage multiple accounts without a headache, define clear goals for each account and establish a distinct voice and visual identity (using “we are ___ but not…
Social listening as an OSINT tool: 2025 guide for government
OSINT tools provide important insights for government and public sector agencies. They increase situational awareness and provide a cost-effective method of gathering large amounts of intelligence. In this post, we’ll look at how to use social listening tools to gather intelligence from real-time conversations happening across the web. Bonus: Discover the best way to gather…
The 9 Instagram metrics you need to track in 2025
Instagram metrics are data points that give you insight into your Instagram account’s performance. They provide information about your followers, your posts, and the impact of your Instagram marketing efforts. Some metrics are specific to individual posts (such as comments and likes), while others track overall account performance (like follower count and engagement rate). Instagram…
Bodega’s Matt Zaremba on How to Avoid Empty Calorie Marketing
Art and marketing are made for each other, and this week’s master proves that. He’s done collabs with brands like Nike, Heineken, Crocs, and the NBA … But it’s not all about advertising. He‘s also a serious artist in his own right, a luminary at the Isabella Stewart Gardner Museum, and his work’s been spotlighted…
How Content Audits Help The HubSpot Blog Age Backwards — A Peek Into Our Process
In 2023, my team and I began working on perhaps one of the most ambitious content audits ever conducted on the HubSpot Blog. We’ve run content audits in the past — but not like this. We ran the audit in three phases: Phase 1 addressed our oldest content. Phase 2 evaluated our lowest-performing content. Phase…
Best Times to Post on YouTube in 2025 [Research]
Despite the rise in popularity of short-form video, I was surprised to discover that YouTube sees the highest usage among social media platforms by video marketers, surpassing TikTok and Instagram. According to HubSpot Blog research, YouTube was the most successful social media platform in 2023, growing by 79% year-over-year. Of the marketers surveyed, 95% said…