Inbound Marketing Age

Content vs. Copy: What's the difference?

Written by Nicola Risi  |  20, August, 2018  |  0 Comments  Subscribe

It’s natural for most people to assume that content and copy are one in the same.

After all, if you can write a decent blog you've surely got the skills to write a good email subject line, a CTA (call to action), and a white paper. Writing is writing... right?

Unfortunately, this is the kind of view that impedes marketers from getting the full value from their marketing strategies.

Read more...

8 tips for promoting your blog posts on social media

Written by Katie Hutchinson  |  16, August, 2018  |  0 Comments  Subscribe

94% of content marketers are using social media as part of their strategy. And for good reason - 54% of buyers use social media to research potential vendors and solutions.

But social media is a crowded space, and the challenge is getting your content heard above the noise.

To really illustrate this point, here are some stats about what happens on social media every minute;

  • 448,800 tweets are published
  • 3.3 million Facebook posts are published
  • 65,972 photos are uploaded on Instagram
Read more...

What can the rise of video teach us about great writing?

Written by Andrea Blades  |  15, August, 2018  |  0 Comments  Subscribe

Video continues to dominate the digital landscape - from its prevalence on company websites, social media and news sites to the popularity of online streaming services.

And according to research from Wyzowl in ‘The State of Video Marketing 2018,’ video has established itself as a highly-rated and successful medium for increasing traffic, engaging with B2B prospects and encouraging action.

Among the report’s key findings was the fact that eighty-one per cent of businesses have used video content as a marketing tool.

Of these, a substantial 97% of respondents said that video had helped them to increase user understanding of their product or service. And 76% confirmed that the use of video had helped them to increase sales.

Read more...

How to improve every stage of your video production process

Written by Maddy Bogacki  |  14, August, 2018  |  0 Comments  Subscribe

More B2B companies are using video marketing than ever before. That makes sense considering the force with which a successful campaign can attract, qualify and convert new customers. But how can your business maximise on this creative venture?

There are three stages to video production:

Pre-production - planning your video, writing the script and coordinating activities

Production - producing the raw material for your video. This could consist of filming, recording audio or creating graphical assets.

Post-production - assembling the footage, editing and reviewing.

Read more...

Why one growth strategy is no longer enough

Written by Keith Errington  |  10, August, 2018  |  0 Comments  Subscribe

One of the classic business strategy models is Porter's Generic Competitive Strategies, a set of generic strategies that could be applied to all products or services in B2C or B2B businesses to gain competitive advantage and grow a business. It's a logical extension of his earlier model – Porter's Competitive Forces Model (otherwise known as the Five Forces Model) that analyses a business in terms of five competitive forces. These five forces shape every industry and every market, determining their profitability and attractiveness. The five forces are:

  • Bargaining Power of Suppliers
  • Bargaining Power of Customers
  • Threat of New Entrants
  • Threat of Substitutes
  • Competitive Rivalry between Existing Players
Read more...

How to stop Facebook algorithm changes affecting your business page

Written by Gemma Rogers  |  9, August, 2018  |  0 Comments  Subscribe

Facebook has been getting a pretty tough time of late in the media and the courtroom. Fake news, scandals and security breaches meant its reputation took a battering.

In January 2018, Facebook's algorithm changed drastically to prioritise posts that create meaningful conversations and interactions, especially between friends and family.

Great news for Joe Public, but not so great for businesses looking to gain new customers via Facebook marketing.

The new algorithm makes it much harder for business pages to get seen unless you have a very engaged audience who frequently like, comment and share your social posts.

Read more...

Are your landing pages GDPR-compliant?

Written by Nicola Risi  |  7, August, 2018  |  0 Comments  Subscribe

The GDPR (General Data Protection Regulation) was introduced across Europe in May 2018 to strengthen individuals’ rights when it comes to the handling and processing of their data.

As inbound marketers, we’ve always put the power in the hands of our prospects - and the GDPR champions that notion, so it's a regulation we should all willingly, and easily abide by.

Our communications and the ability to generate leads are dependent on high-quality data acquisition. Landing pages are an integral part of that acquisition process, so it’s natural to be dubious over the thought of tweaking and overhauling your existing landing pages and conversion paths. What if we put prospects off? What if people choose not to tick the box?

Read more...

Video Marketing: How to create animated whiteboard video

Written by Maddy Bogacki  |  6, August, 2018  |  0 Comments  Subscribe

Whiteboard videos are a prime example of an educational video that benefits buyer personas in the awareness stage of the inbound sales funnel. They come under the genre of explainer videos and use both illustration and animation to communicate concepts in a fun and unexpected way.

Read more...

8 easy visual content ideas for B2B blogs

Written by Maddy Bogacki  |  2, August, 2018  |  0 Comments  Subscribe

Choosing suitable imagery is a pivotal - and sometimes painful - point in the B2B marketing blog process. But there are valid reasons why marketers spend so much valuable time and effort selecting the right visual content for their posts.

Stunning visuals capture attention, improve the memorability of your post, provide variety and inspire emotion.

Marketing campaigns can sink or swim on the back of images. They reinforce your message and provide readers with context. In addition to this, they vastly improve website traffic: studies on visual content marketing have shown that articles with images get 94 per cent more total views.

Read more...

5 powerful marketing strategies to drive business growth

Written by Katie Hutchinson  |  1, August, 2018  |  0 Comments  Subscribe

The summer months often see the workplace a little quieter than usual. Half the office are away on holiday, relaxing on a beach or by a pool somewhere exotic. Decision makers are also likely to be taking some time away from their businesses.

And while a summer break gives us that much needed time to relax, it’s also a great time to get inspired. A little time out allows you to come back feeling reflective, reinvigorated and ready to tackle the problems you left behind - like growing your business.

Generating leads and expanding your customer base isn’t easy. But if you’ve been struggling with business growth and haven’t yet experimented with any of these tried and tested marketing strategies, this summer might just be the ideal time to dive in.

Read more...

How to use the Boston Matrix to inform your content marketing

Written by Keith Errington  |  31, July, 2018  |  0 Comments  Subscribe

Anyone who is involved in any way with marketing is likely to have heard of the Boston Matrix, and even Joe Public has probably come across the term 'cash cows'.

Possibly one of the most well-known marketing models, The Boston Matrix was created by Bruce D. Henderson for the Boston Consulting Group in 1970 to help corporations analyse their product lines.

Also known as the Growth-Share Matrix, it categorises a portfolio of products in a way that helps strategic decision making. Typically it is used to make hard decisions about investment – which products/services to drop and which to invest in to achieve maximum growth.

Read more...