The Inbound and Content Marketing blog

How to meet the manufacturing marketing challenge with your content

Written by Gemma Rogers  |  23, October, 2017  |  0 Comments  Subscribe

Over the past two or three years, many manufacturing businesses made a commitment to a content marketing strategy. Whilst, there is still a small proportion of manufacturing businesses that don’t do any form of content marketing, most recognise that the most effective form of manufacturing marketing, for lead generation and conversion, is content marketing.

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Top video content ideas for marketing manufacturing

Written by Maddy Bogacki  |  20, October, 2017  |  0 Comments  Subscribe

Manufacturers have the upper hand when it comes to video content marketing. On the shop floor there’s an abundance of innovative techniques and specialist material to film, and passionate employees who can come to life sharing their specialist knowledge in front of the camera.

Viewers remain curious about technical advances in the industry - just look at the enduring success of the documentary television series ‘How it’s made’.

Additionally, consumers have an unshakable interest in product quality and will perform search queries reflective of this. This will serve you well if you make video that aids their research;  90 per cent of user say that seeing a video about a product contributes to their purchase decision.

Video marketing is a creative way to showcase your high standards. This blog explores some of the most rewarding video content formats for manufacturing marketing teams to experiment with.

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The top 3 challenges keeping B2B marketers up at night

Written by Nicola Risi  |  19, October, 2017  |  0 Comments  Subscribe

Creative. Challenging. Dynamic. Relentless. Exhausting...

Just some of the words you might use to describe your B2B marketing role.

And, as you know, a successful marketer is one who is willing to learn and adapt to satisfy the needs of both prospects and customers.

In 2017, we’re slap bang in the middle of a period of disruption. Skill sets that might’ve propelled you to the top ten years ago could be now obsolete. Equally, if you don’t invest and expand your knowledge, business will begin to suffer in the race against political, economical and digital advancements.

Below we outline the top three B2B marketing challenges in 2017 and how you can put a plan into action to prioritise, tackle and wipe these off the to-do list, leaving you free to sleep easy again.

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24 ways to generate great blog ideas for manufacturing

Written by Andrea Blades  |  18, October, 2017  |  0 Comments  Subscribe

Dedicated, targeted and consistent blogging can help immeasurably in building your company's authority and establishing you as a thought leader in your industry. But what’s the secret to coming up with consistently great ideas that will engage and delight your manufacturing prospects?

If your blogging for manufacturing is in a content creation rut, here’s a guide to 24 pain-free ways to generate a host of new blog post topics that will rejuvenate and enliven your efforts.

1) Consider the why

What’s the purpose of your blog? Why are you doing what you’re doing? Are you looking to drive conversions, increase subscribers, boost revenue, build authority, raise awareness or convey information? Or maybe it’s all of the above? Having a clearly defined goal will ensure your content creation efforts stay relevant and targeted.

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How to win at SaaS email marketing

Written by Keith Errington  |  16, October, 2017  |  0 Comments  Subscribe

Despite the hype around social media, messaging apps and other newer forms of marketing communications, email is still an effective marketing channel. Providing your prospects have signed up for it, email still has the power to engage with clients and prospects as well as any other medium.

But like any marketing channel, it’s only valid when you are doing it right. Get email marketing wrong, you run the risk of losing not only prospects, but also your existing customers. Email marketing has great potential to irritate and annoy if is unwanted or unhelpful. There are few things people loathe more than spam. And spam is not just unsolicited emails, it’s any email that wastes the recipient’s time.

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How to align your video marketing strategy to the buyer's journey

Written by Maddy Bogacki  |  13, October, 2017  |  0 Comments  Subscribe

Marketers who use video grow revenue 49 per cent faster than non-video users. And research shows one in four consumers lose interest in a company if they don't have video.

However, as with any inbound marketing strategy, success relies on you reaching the right audience at the right time.

The buyer’s journey will equip you with all the intel you need to do so. Knowing what kind of video to make, and where to incorporate it in your inbound marketing campaign, will ensure that you get a return on investment.

What is the buyer’s journey?

The buyer's journey is the process that a prospective customer goes through before making a purchase decision. 

Inbound marketing is driven by a consideration of your target audience and their likely mood, interests and expectations at each stage of their buyer's journey: awareness, consideration, and decision. For this reason, you might consider making different videos for each stage. 

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How to create more successful landing pages

Written by Katie Hutchinson  |  12, October, 2017  |  0 Comments  Subscribe

The landing page is the gateway to your content. It is the web page someone lands on after clicking a call-to-action on your blog, email newsletter, or website.

It has one job - to convert visitors to leads.

A strong landing page will provide you with the top of the funnel information about prospects that you need to kick-start your lead nurturing activities. A weak landing page means visitors will bounce, and your chance of a blossoming relationship dwindles.

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What are pillar pages and why do you need them?

Written by Gemma Rogers  |  11, October, 2017  |  0 Comments  Subscribe

If you follow any of the leading content marketing blogs, you will have noticed ‘pillar pages’ or ‘pillar content’ is getting a lot of airtime lately. The phrase has been around a while, as long ago as 2013, (which in SEO terms is ancient)  but has come to the forefront recently, it seems, by HubSpot adopting the approach, along with the concept of ‘topic clusters’.  

What is a Pillar Page

If you’ve been doing inbound marketing a while, you may be wondering what the difference is between pillar content and cornerstone content. The good news is cornerstone content is virtually indistinguishable from Pillar content, they’re just branded differently.

Pillar page - as the name suggests are architectural, and involve structuring your website around key pages. Cornerstone content pieces are solid foundational content from which the rest of your content should branch from, and link to.

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How marketing is changing for SaaS companies

Written by Keith Errington  |  9, October, 2017  |  0 Comments  Subscribe

It is a tumultuous time for anyone involved in SaaS marketing – massive changes in the marketing landscape, the way customers buy and the channels available mean that SaaS marketing plans and strategy are having to be revised or even scrapped. SaaS companies, with their reliance on good marketing to gain customers and combat churn, will find themselves at the forefront of this change. They can either surf it and gain the benefits – or go under.

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SEO Trends: What to expect in 2018

Written by Nicola Risi  |  6, October, 2017  |  0 Comments  Subscribe

Google is the master of user experience.

Tirelessly working to update their algorithms, analyse user behaviour, study intent, goals, and gripes to ensure the best experience possible.

And, they do all of this while keeping their staff well-fed and well-kept with ball pits, slides, and free lunches. What gives?!

It’s no accident that Google has cemented its reputation as the internet leader, seeing us through an unforgiving digital revolution.

They don’t get complacent.

We’re highly adaptable creatures, and the way we access and consume content is constantly changing in line with advancements in technology. Equally, the volume of online information is growing, and algorithms have a responsibility to present us with what they deem the top portion of content in a sea of endless web pages.

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How to master content creation in 4 simple steps

Written by Katie Hutchinson  |  5, October, 2017  |  0 Comments  Subscribe

Effective content is the key to inbound marketing, and crafting effective content relies on creativity. 

Creativity can transform a piece of writing into compelling content that captures people's hearts and minds; content that has the power to sway the decisions of prospects.

But equally important is having a solid structure in place for producing content.

In fact, structure enables creativity. Structure creates opportunities. Creativity allows those opportunities to evolve, and thrive.

A structured content creation process is the backbone of a successful content marketing strategy

Content creation should involve four distinct stages, according to HubSpot.

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