Inbound Marketing Age

How to create deep content your audiences will love

Written by Keith Errington  |  18, April, 2019  |  0 Comments  Subscribe

There are around 170 million active* websites in the world today (*out of a grand total of around 1.7 billion hostnames) with an estimated 5.6 billion web pages indexed in search engines. WordPress alone sees around 70 million new posts a month.

So if you are writing a blog post and you want that blog post to be seen, how can you possibly reach your audience when there is just so much content out there?

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How to become more focused on outcomes

Written by Nicola Risi  |  16, April, 2019  |  0 Comments  Subscribe

As marketers, data analysis takes a firm seat in our weekly schedules. But so many of us are just skating across the surface of what can be achieved.

By shifting the focus from output toward outcomes, a business can maximise its performance and potential.  

Your output is the avenue you take to achieve outcomes; it’s the daily activities you use to generate exposure, connect with prospects and promote your business. Your output includes your newsletters, your emails, your website, your blogs.

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Can the future of content marketing be found in the past?

Written by Katie Hughes  |  9, April, 2019  |  0 Comments  Subscribe

Last month was Equinet's first ever Certification Day, where the company dedicated a whole day to training.

While studying for the HubSpot Inbound Marketing certification, I was reminded that once upon a time, as little as 350 words was sufficient enough to rank well, as long as you included the right balance of links and keywords.

That’s a stark contrast from today, where the average blog post currently sits at 1151 words.

It got me thinking about how content marketing has changed over the years. In some ways, it seems as though we are worlds apart from the way things once were.

But are we really creating content that differently to how we did it in the past?

I thought it was time for a little refresh…

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How to beat blogging burnout

Written by Nicola Risi  |  5, April, 2019  |  0 Comments  Subscribe

The flicking cursor taunts your tired mind and you find yourself doing everything and anything to avoid writing. Another pointless email, a quick snack... oh go on, one more coffee - then I'll make a start.

Hours later, you return to your blank page and question whether this blogging malarky is really worth it.

Sound familiar?

We've all been there. Whether you blog for your own business, outsource to a professional writer, or rely on your employees to come up with streams of remarkable, relevant and consistently well-written blog posts, burnout doesn't discriminate. Even the most talented and experienced writers suffer the dreaded yet inevitable 'bleurgh'.

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Is there still a need for marketing personalisation?

Written by Keith Errington  |  4, April, 2019  |  0 Comments  Subscribe

There is a wealth of opinions about the essential need to personalise your marketing efforts – not only in the world of B2C but also for B2B.

Endless articles have been written about the drivers for personalisation – arguing that customers want more personalisation.

Yet at the same time, there is a massive kickback against the intrusiveness of modern marketing with personal privacy a key issue for many customers. News stories about the unwanted and unprompted violations of people’s privacy by some of the top social media companies such as Facebook, and the search engine giant Google are not helping the case for personalisation.

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Is voice search really relevant for B2B?

Written by Osian Barnes  |  3, April, 2019  |  0 Comments  Subscribe

With the rise of Siri, Alexa, Amazon Echo and Google Home, voice search has been promising a revolution in our digital behaviour at home and work for some time now, but has it really happened?

What’s the story?

Voice recognition has come a long way since the early days.

Remember Microsoft’s CEO Satya Nadella’s excruciating Cortona demonstration, where he asked the voice assistant to retrieve some data and she thought he wanted to buy some milk?

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Clarity is the key to B2B content success

Written by Keith Errington  |  28, March, 2019  |  0 Comments  Subscribe

One of the guiding principles for content success is clarity. Without a clear approach, a clear understanding, and a clear delivery your efforts will be lost along the way.

In this article, we are going to concentrate on four key areas where clarity is the watchword.

1. Clarity of strategy

Once you’ve gone through the process of defining your company’s marketing strategy you should ensure that everyone on the team, or at least those involved in the delivery of the strategy, understand it and all that it is designed to achieve. That also includes senior managers and directors of the company – everyone should be on the same page.

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Why Equinet is embracing #CertificationDay

Written by Nicola Risi  |  27, March, 2019  |  0 Comments  Subscribe

Content marketing, digital marketing, web design; all are part of such a progressive industry.

We know the value of learning. Our offices are stacked ceiling to floor with books, we constantly seek the latest webinars, seminars and events and we are passionate about training and development. We know that to succeed in this industry, we must always have our finger on the pulse, which is why we promote a culture of learning.

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Is it time to make a B2B video case study?

Written by Maddy Bogacki  |  20, March, 2019  |  0 Comments  Subscribe

Case studies tell the inside story of your business partnership with customers. Typically, they delve into the initial challenges a user grappled with before finding you, and then share an honest, detailed account of how your business helped them to overcome those issues.

Video is just one of the ways you might choose to chronicle your customer’s experience. Here’s a summary of why case studies are an asset that can be folded into your B2B video marketing strategy.

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How to inject more life into your blog posts with visual media

Written by Katie Hughes  |  14, March, 2019  |  0 Comments  Subscribe

55% of marketers say blog content creation is their top inbound marketing priority. But, in a world where companies are starting to think more like media publishers, are text-only blog posts still holding people’s attention?

According to one study, “91% of consumers now prefer interactive and visual content over traditional, text-based or static media.” Plus, 65% of the population are visual learners.

But this doesn’t mean we should be putting our pens down and aborting blogging altogether. And if you’re not convinced of this, I implore you to read this blog post.

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How to maximise your content's performance

Written by Keith Errington  |  13, March, 2019  |  0 Comments  Subscribe

How can you tell whether your content is truly performing at its best?

One way of course, is to consult your analytics. This will tell you how many people are landing on the page, how long they are spending there, and whether they are clicking on links.

Analyse your content continuously and you'll start to spot patterns and trends which will help you form a picture of what content works well and what doesn’t.

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