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Recorded: 29 December 2015\n\nFor show notes please visit: \nhttp://hubshots.com/episode-13\n\nWelcome\nWe\u2019re halfway to being credible: http://contentmarketinginstitute.com/2015/11/podcasting-trend-tips-tools/\n\n\u201cAbout 50% of podcasters who start will quit when they hit episode seven,\u201d he says. \u201cThen 50% of those remaining will quit by the time they hit episode 23. If they make it beyond the 25-episode show mark, they have a pretty good chance of lasting two years.\u201d\n\nOur next goal: get to episode 26!\n\nAction item: ship it!\n\nShot 1: Inbound Thought of the Week\n45 weeks to go until Inbound 2016\n8-11 November 2016: http://www.inbound.com/\n\nAction item: start planning your learning activities for 2016\n\nShot 2: HubSpot feature/tip of the Week\nDon\u2019t neglect workflows: http://knowledge.hubspot.com/workflows-user-guide-v2/how-to-set-up-a-workflow-in-hubspot\nFrom Sep 2012, updated Oct 2015: http://blog.hubspot.com/blog/tabid/6307/bid/33635/12-Automated-Email-Workflows-You-ll-Kick-Yourself-For-Not-Using.aspx\nAction item: Ensure workflows are a key part of your marketing process. Review your existing workflows, and use them to improve the quality of your database.\n\nShot 3: Challenge of the Week\nChallenge your hunches\n\nFrom June 2015:\nhttps://www.distilled.net/resources/your-hunch-is-probably-wrong-the-importance-of-testing/\nSam Nemzer \u2013 Hierarchy of evidence for digital:\n\nTest your hunches\n\nAction item: review the assumptions you\u2019ve made previously and consider re-testing them e.g. Facebook Advertising, Content Strategy, Persona definitions\n\nShot 4: Opinion of the Week\nhttp://mashable.com/2015/12/18/content-marketing-predictions/\n\nFrom the list:\n#9. Focus will shift from engagement to goal-based outcomes\n\n\u201cOver the last twelve months, we\u2019ve seen marketers start to focus away from traditional publisher-centric metrics (page views, uniques, likes) to engagement metrics (attention minutes!). But next year we will see another significant shift to goal-based metrics. For most marketers, this means measuring conversions. Whether it\u2019s a lead capture or signing up for sweepstakes/emails/coupons, conversion-based content marketing will get us closer to the holy grail of real marketing ROI; the ones that can measure multi-touch attribution will win.\u201d\n\nAction item: for 2016 review your KPIs and make them based on conversions\n\nShot 5: General Tip of the Week\nFrom Jan 2014: https://raventools.com/blog/meta-descriptions-how-to-guide/\n\nAction item: the start of the year is a good time to review all the page Titles and meta descriptions for your site pages\n\nShot 6: State of Inbound Item of the Week\nState of Inbound 2016: http://www.stateofinbound.com/\nContent Marketing in Australia 2016: http://contentmarketinginstitute.com/2015/11/australia-2016-content-marketing-research/\nAction item: review the reports\n\nShot 7: Motivation of the Week\nhttps://moz.com/rand/my-complicated-relationship-with-no-longer-being-ceo/\n\nAction item: be honest about your strengths and weaknesses, get help where you need it, excel where you don\u2019t\n\nShot 8: Resource of the Week\nRaven Social Checklist: https://raventools.com/socialchecklist/\nHubSpot daily checklist: http://blog.hubspot.com/customers/social-media-daily-checklist\nAction item: choose the 2 or 3 social channels you are going to focus on (based on data), and do them well\n\nShot 9: Podcast of the Week\nHubSpot To Go \u2013 http://www.togo.fm/\nShout out to Chris Mottram \u2013 http://www.mottrammediagroup.com/\n\nGet your sticker \u2013 we have a few left \u2013 leave your address, or don\u2019t (allows us to get to know you better): http://hubshots.com/contact/