Inbound Marketers spend a lot of time looking to the future, and there's a great opinion piece here which may help us identify a few new areas to think about.
There's one in particular that stands out for me - Personal Authority. Not in a big-headed way, I've seen this happening already in our clients, across our team here, as well as in many other agencies we know.
If you look at HubSpot, is it easy to see those people who have worked hard to grow their Personal Authority online? Does it add to your positive associations with HubSpot's brand?
Are there inbound agencies that you can immediately think of, who benefit from having a number of people who have built their personal authority there?
Raising awareness of your brand is a core responsibility of your marketing, and your personal branding is becoming a vital component of maintaining your brands relevance and authority.
If you want some ideas of how to help your team to increase their Personal Authority, combining these two things opens up a world of opportunity.
Content marketing has worked well for corporate brands for a while now, but users are gravitating more and more toward personal brands, which are able to provide a more human presence. Personal brands are more trustworthy, more approachable, and have more flexibility than corporate brands—customer reviews and testimonials are rising in importance in a corresponding growth pattern, and as content marketing competition heats up even further, that personal appeal is soon going to be irreplaceable. If you don’t already have the power of personal brands working for your corporate hub, it’s time to upgrade.