HubSpot’s Surround Sound Content Strategy with Irina Nica (GMT137)

At HubSpot, “surround sound” is a content marketing approach that aims to make HubSpot products visible every time someone searches for a product-related keyword (e.g. “best help desk software” or “best live chat software”).

The goal is for potential users to see HubSpot mentioned in all or most of the pages that rank in Google’s top results for those keywords. Check out the first two articles in the series for a deeper dive into what is the “surround sound” effect and how we scaled the program at HubSpot.

In this episode, Irina Nica, Senior Marketing Manager at HubSpot, explains how she implemented the Surround Sound content strategy and what the results were.

In episode 137, you’ll learn:

  1. The six-step process to start a Surround Sound Content Strategy
  2. How you measure the result of the Surround Sound Content Strategy
  3. How to automate the process for reporting 600+ keywords
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Our sponsor for this episode

Thank you for the sponsor of this episode, Ahrefs Webmaster Tools.

Ahrefs Webmaster Tools helps website owners get more traffic from search by improving their website’s SEO performance. It does this in three easy ways:

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I took it for a test drive and I have to say I’m very impressed with how easy it was to use and how useful the data they provided. It gave me a holistic view of how my website is doing. I got more actionable tips, insights, and strategies to get ranking higher on search engines than Google Search Console. 

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About Irina Nica

Irina Nica is the Senior Marketing Manager, Product Awareness at HubSpot. She’s been working in marketing for SaaS companies for 13+ years. Throughout her career, Irina wore many hats and mastered a few skills — especially content, SEO, link building, and user acquisition.

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