When I tell people I work for HubSpot many of them, particularly in the marketing and tech world, nod their head indicating they know all about HubSpot and Inbound marketing. Many have even read Inbound Marketing, the best-seller by Brian Halligan and Dharmesh Shah.
So ask a few questions on the topic and you'll likely hear "Oh sure, it's basically SEO" or "Yes, I know all about content marketing and driving conversions with landing pages, marketing automation etc."
I too thought this way but in the last few months I've come to realize that all this is just the mechanics of Inbound Marketing and misses the most important concept on why this methodology works. And understanding the why is essential to doing marketing and, perhaps even, business right.
What is Remarkable Content?
Back in 2008 HubSpot drove an outsized number of new leads each month by creating amazingly helpful educational content and making them available for free. We ran cutting-edge marketing experiments, interviewed known and unknown luminaries on niche subjects, and analyzed every new trend from the customer's point of view - and we made all the findings via free ebooks. I remember when I joined HubSpot in 2011 a colleague, Rick Burnes, told me that people buy HubSpot as much for the software as for the education. For a software company where most of the investment is in engineering this was mind-blowing.