Content marketing business Magnetic Content has become a certified agency partner of marketing and sales platform, HubSpot.
The relationship will allow Magnetic Content to be part of a growing network of agencies authorised to resell HubSpot’s marketing software and grow the movement globally.
As part of HubSpot’s partner program, Magnetic Content is able to offer a closed loop lead generation service with an inbound approach that reflects how modern consumers buy. Inbound marketing is the science of finding ways to get your customers to come looking for you.
Spectrum group business director Aaron Crowther said, “There are a number of organisations that say they do content marketing but haven’t invested in the human capital, the tools and the analytics we have. The way we approach content marketing at Spectrum Group through Magnetic Content is in the truest sense, inbound marketing.”
HubSpot senior international channel account manager Mads Nielsen said, “We are pleased to announce that Magnetic Content is a certified agency partner of HubSpot. It has a unique approach to inbound content marketing services and we’re confident of a long lasting partnership. Ninety-three per cent of companies using inbound marketing increase lead generation, so Magnetic Content is well positioned to offer a best-in-class solution to its clients.”
Inbound marketing costs 62 per cent less per lead compared to traditional outbound marketing, according to research produced by Voltier Digital. HubSpot’s all-in-one integrated platform combines blogging, content optimisation, SEO, social monitoring and publishing, email marketing, landing page, and analytics tools to attract, engage and delight customers.
Crowther said the key to a first-class communication approach is creating engaged communities and the only way to do this is to put the customer at the centre of the conversation.
“Our content marketing initiates conversation, debate and co-creation, which is essential if you want to close leads and build loyalty,” said Crowther.
“HubSpot allows us to take feedback on board and continually evolve the program so it becomes more effective over time, but the greatest value lies in the insights it gives clients who are using it to reimagine how they create value for their customers with products and services.”
The HubSpot partnership comes off the back of the launch of Spectrum Group’s Nectar offering, a digital program that assesses an organisation’s social pollination level, or digital influence. It compiles dashboards and reports that help clients make better business decisions based on how content is consumed and shared.
Crowther said Magnetic Content’s vision is to help its clients better understand how to integrate their entire marketing and communications functions in order to create meaningful connections that build trusted relationships.
“Where we are today as a Group means we’re speaking with lots of different people. Once we spoke mainly to PR managers, but today we speak more with CMOs and CEOs because we can offer something a little bit different that clearly shows how leads are generated and nurtured. We think of it as four pillars, one voice. It includes PR, social, creative and content,” said Crowther. “The connectedness with our clients within the Spectrum Group is only going to get better.”
Crowther said HubSpot is a strategic asset. “We brought Brian Corrigan in as content director because he has unmatched experience in the industry and this will strengthen his team further.”