In Q1 2019, leading growth platform provider HubSpot recognised that users’ attention spans are getting shorter, and more creative ways of capturing attention and growing acquisition were needed.
With a treasure box of long-form content (courses) in HubSpot Academy, they recognized that it was often difficult for new visitors to discover this content, thus presenting a missed opportunity to attract more users to the platform and overall HubSpot ecosystem.
Jennifer Stefancik (Marketing Manager, Acquisition) and her team recognised that leveraging the power of episodic content and repurposing would be the key to successfully driving more acquisition. Since signing up with tribetactics, HubSpot Academy has seen nothing but positive results, directly impacting revenue.
40+ hours saved on manual content creation
16% + MoM growth contribution on Instagram community
38% of total tribetactics campaign new users generated in the first month.
One of the key drivers of authority and thought leadership for HubSpot is the HubSpot Academy, a free, online training resource centre where business owners, marketing and sales professionals alike can get world-class knowledge in the form of courses and learning courses. Upon completion, users can unlock certification badges which improve their credibility inside their companies and on LinkedIn in front of other professionals and companies in their industry. They started off with their Marketing Hub product. From there, they have expanded onto Sales Hub and Service Hub. HubSpot today represents a one-stop-shop for companies to grow better through marketing, sales, and customer service products.
Jennifer and her team were searching for new ways to get more content in less time, while still ensuring that all the ideas and strategy are kept 100% in house. That is when they discovered tribetactics.
After speaking with tribetactics, they decided to give it a shot.
HubSpot Academy and tribetactics partnered up, and set out with the goal of creating a content series based on HubSpot’s best Academy courses globally. The idea was to create original content that borrows from long-form assets already created in-house to repurpose and attune it further across all social media platforms including YouTube, Instagram, LinkedIn, and Twitter.
HubSpot Academy changed the way it thinks about the possibilities for creating more content in less time since partnering up with tribetactics.
With all the hours and days freed up from manual content creation, they were able to re-invest their time on other core activities that no one else can do except them like tracking results and planning future campaigns. Their Instagram community grew by 16% MoM, with over 38% of the total tribetactics campaign new users generated in the first month, and over 40 hours of manual content creation time saved.
At the same time, they achieved peace of mind that for every pillar episodic piece of content that they create they can compound its reach and results without expending their own resources, while still keeping it in-house.
Moving forward, HubSpot Academy continues to experiment with different episodic content formats to grow its business and increase its user base.