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The Inbound and Content Marketing Blog

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How an inbound approach could help your SaaS company

Across the spectrum, industries are facing change on an unprecedented scale – and the software as a ...

9 habits SaaS content writers should avoid

Writing for the B2B market is often challenging, and never more so than in the world of the software...

The importance of storytelling in professional services marketing

At its core, marketing is storytelling. Telling stories allows you to connect with your target audie...

Five techniques a B2B content writer should master

Being a good B2B content writer involves a diverse range of skills, knowledge and experience. Not al...

Are you putting your B2B buyer personas first?

Inbound marketing is customer-centric: your target audience is at the heart of everything you do. Th...

What B2B content writers should know about 10x content

By now, many companies understand the vital role that content plays in attracting their target audie...

How to create content ideas for professional services marketing

Regular content creation is at the heart of modern marketing, but maintaining a constant stream of u...

Why are your B2B marketing tactics not working?

Are you struggling to maintain previous levels of sales, or having issues generating leads? If you a...

3 top benefits of content marketing for manufacturing

Whether you are a manufacturer already on a content marketing journey, or one that is considering ta...

4 myths about B2B content writing

"Myth: a widely held but false belief or idea." Oxford Dictionaries B2B content writing is a topic r...

4 simple productivity techniques to help B2B content writers

"We'll publish a blog post every day this month"; "this quarter, we'll create a top-of-the-funnel eB...

What are 2017's B2B social media marketing challenges?

It seems in 2017 the one thing we can be certain of is change. Nowhere is this felt more than in the...

Why inbound marketing for manufacturing supports Industry 4.0

"Industry 4.0, or the Fourth Industrial Revolution, is set to revolutionise the manufacturing and pr...

Why you should focus on B2B marketing fundamentals in 2017

January is traditionally a time when companies look to the year ahead, so what are the main B2B mark...

Why B2B content writers should embrace their writing voice

"Writing is the painting of the voice" - Voltaire We all have unique voices: deep and rich, breathy,...

Five creative content marketing ideas for manufacturing

The future of marketing for manufacturing lies in the production of good quality content that potent...

Should you carry out an inbound content audit?

The Christmas holidays are over and January (officially the longest month of the year) is stretching...

3 key inbound marketing takeaways for 2016

As 2016 draws to a close, it is the time for reflection and review, so we thought we would look back...

5 motivational tips for struggling B2B content writers

"This is how you do it: you sit down at the keyboard and you put one word after another until it's d...

Your 2017 B2B content marketing plan: let go of the fear

“You know what keeps most of our content from attaining epic status, don't you? Fear. Our fear of lo...

How to write complex content for time-starved managers

If you work in professional services or manufacturing, or any other industry where technology and co...

How to adopt an agile approach to content marketing for manufacturing

For many B2B manufacturers, marketing is continuing to prove a bit of a sore spot – more specificall...

Why you should be optimising your content around B2B topics

"It's a shift from terms to topics; a shift from longtail keywords, massive spreadsheets, down to ju...

Convert more leads to customers with inbound sales

Historically, there has been little alignment between sales and marketing, resulting in a disgruntle...

How to reuse and repurpose when writing B2B content

Writing B2B content is hard – and often the most difficult part is repeatedly creating new content o...

Securing a second date: how to craft copy for B2B landing pages

"Copy is so pivotal to the success or failure of your landing page that it's easy to take it for gra...

Stories shared at Equinet Media's Cambridge HUG

On Thursday 3 November, I was delighted to attend the first Cambridge HUG (HubSpot User Group), host...

5 ways to make your B2B website stand out from the crowd

In an ever-crowded online space, it's vital to seek ways to get noticed by your target audience. Fir...

Why your manufacturing company needs a content marketing plan

Change is the order of the day. Macro forces are combining to place intense pressure on organisation...

3 essentials that will make you a master of B2B mobile marketing

Mobile devices with limited screen sizes, such as tablets and smartphones, have gradually increased ...

Are you getting value from your inbound and content marketing agency?

We're all acquainted with the phrase: "You get what you pay for." In many ways, it's a bit of a mean...

How to work with your inbound marketing agency

Hiring an inbound marketing agency to power up your marketing efforts is exciting. You've carried ou...

6 ways to stop being creepy when personalising B2B content

Greater personalisation has become the holy grail for content marketing publishers across both B2C a...

8 proven ways a content writer can get buyers to engage online

Just recently AOL published the results of an impressive study into what drives engagement with cont...

Why Inbound Sales is the future

It is well-versed that buyer behaviour has changed significantly in recent years. Inbound Marketing ...

5 quick facts from HubSpot's State of Inbound 2016

"Inbound means transforming how we do business to be more helpful, more human, more empathetic. It f...

4 useful (and mostly free) online tools for the best content writers

Content writers are the builders of your B2B content marketing strategy. The content that they creat...

6 ways to connect online with potential customers

One of the hardest tasks any company faces is finding and connecting with potential customers, then ...

When is visual communication right for B2B inbound marketers?

Visual communication is generally considered to involve graphics, images, video – conveying messages...

How to avoid a big disconnect in your inbound marketing

In short - inbound marketing will count for little if your efforts don’t convert to sales. For sure,...

How to use your marketing data to make better content decisions

What’s the most important ingredient in your content marketing mix? Your way with words, your eye fo...

Inbound marketing and sales and the need for an SLA

The old sales playbook would likely quote "always be closing" or "it’s a numbers game". The sales te...

Why your inbound marketing agency bangs on about buyer personas

If you have done any reading at all on inbound or content marketing, you will probably have been str...

3 easy email newsletter ideas that will boost your inbound marketing

Newsletters often get a bad rap - we’ve all received boring ones that fail to offer any useful infor...

Social media - pros and cons for professional services marketing

Professional services marketing is not immune to the broader changes transforming the marketing tech...

How to make sure visitors don't hate your B2B website design

Your website is often the first point of contact between you and your future customers. Therefore, i...

Is your law firm full of valuable content writers?

More and more professions are coming round to the idea of inbound marketing. And law firms are among...

This is how your marketing can start generating inbound leads

In a previous post, we discussed why inbound marketing results in more effective B2B lead generation...

How to come up with new blog ideas to fill your sales funnel

Coming up with new blog ideas is something that we have to do on a constant basis as content and inb...

How to come up with a winning content marketing plan

In a previous post, we discussed the fundamental importance of buyer personas to your B2B content ma...

How the sales funnel has changed for professional services marketing

Anyone familiar with sales or marketing will recognise the traditional model of the sales funnel. It...

Why it's time to rethink professional services marketing

Referral: the act of directing someone to a different place or person for information, help, or acti...

3 questions you need to ask your lead generation company

"A lead generation company is a business that provides [other] businesses with prospective customer ...

How to generate great blog ideas when you have run out of steam

Inbound Marketing could be thought of as a huge monster with a massive gaping mouth, devouring conte...

The importance of buyer personas to your B2B content marketing

Buyer personas are integral to everything you create as a content marketer. They represent the peopl...

How to perform your own social media evaluation

More than any other communications channel, social media is subject to change – often fast and unpre...

The 5 key tactics of the best lead generation companies

"Lead generation is the process of attracting and converting qualified prospects to fill your sales ...

How to choose the right inbound marketing agency

So we’re an inbound agency – what are we doing writing a post on how to choose one? How does that wo...

4 creative marketing solutions that will help your B2B lead generation

Content is the fuel for your marketing efforts – it’s crucial for connecting with your customers and...

5 questions you need to ask about your marketing data

Modern digital marketing can produce lots of data – but what does the data really mean? Is it really...

Top 10 social media pros and cons

Nearly every business is now either using social media for marketing or is considering doing so. But...

3 simple ways to remove the stress from your blog management

A B2B blog is one of the most valuable assets your company can possess. According to HubSpot, B2B co...

4 ways a content writer can help your professional services marketing

“A revolution is underway” (Hinge Research Institute). Fortunately, it's not a bloody, violent one, ...

The importance of events to your B2B marketing strategy

There have been plenty of articles written on the importance of using inbound marketing, including s...

How Casanova can inspire your inbound and content marketing strategy

“Casanova: a man notorious for seducing women” (Oxford Dictionaries). Lover of more than 130 women, ...

5 inbound marketing predictions for 2016

It’s that time of year when we all start looking to the future: what lies ahead in 2016? Besides the...

The 12 Days of Inbound

Ho, ho, ho! Season’s Greetings to you all! Here’s a festive post to bring a little yuletide cheer to...

Your digital marketing mix: why you should focus on the bigger picture

Sometimes, elements of your digital marketing mix don’t turn out the way you planned. And you may th...

5 inbound marketing practices to stop in 2016

So it’s that time of year again. Along with John Lewis Adverts, the Coca-Cola truck and repeats of o...

5 tips for sending effective emails as part of your inbound strategy

Email is one of the most successful inbound marketing tools at your disposal. Done right, it can hel...

3 fears about B2B content marketing that we need to face

"I learned that courage was not the absence of fear, but the triumph over it. The brave man is not h...

5 simple ways content writers keep their readers hooked

"We are all apprentices in a craft where no one ever becomes a master." That quote is attributed to ...

5 steps to becoming a better blog writer

Blogging is getting very competitive these days, and there are more and more blog posts clamouring f...

3 reasons why inbound results in more effective B2B lead generation

When it comes down to it, inbound marketing is geared towards gaining leads. But sometimes, particul...

10 steps to the perfect 'How To' post for your B2B blog

In order for your B2B blog to be successful in its inbound marketing mission, you have to get people...

How to make eBook marketing work for your business

We are told that blogging is fundamental to a successful inbound marketing. But where do eBooks fit ...

Is your B2B blog looking tired and uninspired?

A change is as good as a rest. So if you think your B2B blog is looking a little tired or uninspired...

3 reasons why B2B inbound marketing is done best by all-rounders

Whether you’re part of an agency or an in-house team, if you are doing inbound marketing it's likely...

How to establish authority with your B2B blog

I’ve talked about having a strategy for your blog in the past, and the importance of having a reason...

This is why your content marketing plan doesn’t have to be original

“Nothing is original. Steal from anywhere that resonates with inspiration or fuels your imagination....

How to write your first B2B blog post

With the rise of blogging as a proven and profitable inbound marketing tactic, more business people ...

Feel the love: is your inbound marketing agency the one?

Choosing an inbound marketing agency to work with is a big step. Even if you’re satisfied that they ...

5 things that will make your online writing unique

Writing for the web is a beast that we’ve had to learn to grapple with in recent years. And it’s cer...

5 facts you'll need from HubSpot’s State of Inbound 2015

HubSpot has just released its seventh annual State of Inbound report. So what does it tell us about ...

7 checks for sharing B2B content on social media

A fundamental part of social media for B2B inbound marketing is sharing others' content - providing ...

4 important ideas to boost successful B2B content marketing

Have you embarked on a B2B content marketing journey? Or are you considering taking the first steps?...

4 stages of creativity: why the best blog writers stop first

Content never sleeps. In a 24/7, global world, it’s always at work, drawing in people who are lookin...

How can a "serious" B2B business use creative marketing?

What does it mean to be creative? Do you have to be a Pablo Picasso or a JK Rowling? According to th...

Why patience is the key to building customer relationships

"Have patience. All things are difficult before they become easy." Those are wise words from the fam...

7 do's & don'ts when using stock photography

We know that blog posts without images are not nearly as attractive as those with images and will su...

How to make your B2B blog posts more reader-friendly

If you’ve ever published anything online, you’ve likely asked yourself: “Who’s reading this?” The an...

Bringing your blog to life with images

Pictures are a must in any blog post these days as they attract the reader, get shared on social med...

5 key roles to build a successful B2B content marketing team

From sport to business, fashion to IT: teamwork is essential to a vast number of industries. Each me...

6 reasons to crop an image

Many bloggers and content creators will just take or find an image and use it "as is" - but this is ...

3 powerful in-depth steps to planning successful Awards

You are here because you may be considering setting up Awards for your organisation. I have written ...

Marketing automation services: how do you choose?

As a B2B marketer, you are likely finding that traditional marketing methods are challenged. Prospec...

5 practical productivity tips for content writers

Creating B2B content can be difficult at times – even for the most seasoned content writers. You may...

What one thing do the best bloggers have in common?

What makes someone a great blog writer? Perhaps it’s their in-depth knowledge of a topic, their pith...

5 key components of a successful B2B inbound marketing campaign

If you’ve got a great offer for your audience you want to ensure they receive it. But, in order to r...

Why your company has more content writers than you might think

One of the first things you may have considered when embarking on a content marketing strategy is: w...

The content manager's guide to GIFs

The GIF image format is making a comeback. While you may not have heard of the format until now, it ...

Key steps to building an effective B2B content strategy

Having a content strategy to guide our B2B marketing efforts is generally considered to be a good th...

Thank you page tips for effective B2B lead nurturing

A visitor to your company’s website has just downloaded one of your content offers; they have entere...

6 things to look for in an inbound and content marketing agency

More and more businesses are now investing in inbound and content marketing. However, implementing a...

5 simple ways to come up with blog ideas

It’s all very well committing to a regular blog schedule - but coming up with fresh ideas can often ...

How to connect at the heart of your marketing strategy

People often think of connections as a social thing - how we connect with followers and attract like...

How to write a white paper

Much of creating online content is about keeping it simple: creating catchy headlines; writing in cl...

The power of images in your inbound marketing mix

Picture the scene: It’s a night at the very beginning of man’s history. A cave with a fire at the en...

Is agility a key component of your marketing mix?

What do you think of when you hear the word “agility”? Perhaps a twirling gymnast or a skilled footb...

5 reasons you should consider investing in video production

For many people, being videoed is up there with their worst phobias. Even the most dynamic personali...

Why promoting your blog is an essential part of content marketing

The struggle is real: it’s hard to be heard above the noise when it comes to online content marketin...

Five assured ways to create catchy headlines for your B2B blog

Perhaps you’re reading this post because the headline caught your attention. From the front page of ...

The importance of The Hero's Journey in B2B content marketing

As long as humans have been on the planet they have told stories. We all know the power of a good na...

4 ways to overcome blogger's block in B2B content marketing

“You may delay, but time will not, and lost time is never found again.” Those are wise words from Be...

Why content writing for "boring" industries never has to be dull

Some industries seem like they were made for content marketing. But others, particularly in the B2B ...

Developing your writing voice: three things to keep in mind

Whatever industry you work in, it’s likely that you want to be influential. But getting the right pe...

Five pearls of wisdom to inject value into your content writing

In theory, you’ve done everything right: chosen a topic that is relevant to your ideal customers; us...

10 ways to keep your content marketing simple

The theme of this blog post is simple. Keep things simple. That’s it. Okay – so that might be a bit ...

13 millisecond test: are you using visual communications?

Imagine you’re using Google to research the best beaches in Barbados. You come across two blog posts...

The ultimate social media checklist before you post [infographic]

When writing an article for a blog or posting to a social media channel, there are many things you n...

5 key considerations when marketing to Millennials

Last week I looked at the different characteristics of the three generations of B2B customers – Baby...

Does your marketing strategy match your buyer?

IBM recently released the results of a study of the B2B buying habits of Millennials vs. Generation ...

Is content creation on the back foot now?

Content shock; content overload; content glut – you’ve likely heard such terms being bandied about. ...

The power of the employee advocate

So you want to market your company. You’ve heard about this thing called social media and something ...

Sex, lies and B2B marketing

Firstly, I should state that this blog post has no sex in it whatsoever.  None. Sorry. Are you disap...

Why you should consider creating B2B marketing podcasts

Podcasts are on the ascent - again. Originally a Noughties phenomenon, today these digital audio fil...

How B2B web video takes a step up with a Meerkat or a Periscope

Over the history of the Internet we have seen countless social media networks launched, blossom, and...

20 tips for writing an effective B2B case study

Looking at surveys of the content that most influences business buyers in their purchasing decisions...

B2B marketers: Stop selling and start being useful!

Traditionally B2B marketing has been viewed as fundamentally different to B2C marketing with differe...

Social Media: 12 tips to prevent problem posts

If you’ve been following this blog, you’ll see that we’ve been taking you through the steps required...

Five big marketing ideas for 2015

At this time of year it is traditional for bloggers to look back over the previous year or make pred...

Social Media Posting Best Practice Insights

In previous posts we have looked at strategy, monitoring, engagement and content; in this week’s pos...

Two minute guide to curating content

Social media can be used as a platform to establish authority and enhance your standing with clients...

Mastering social media: the rules of engagement

Social media is a two way street – a platform for conversations. It is possible to post, blog, tweet...

6 valuable web monitoring tips for effective social listening

The first task of any social media day – whether it’s your first step into social media or you are a...

B2B Social Media – 10 lessons from a space mission

Unless you have been living in a cave recently, you cannot help but know about the outstanding achie...

What's your social media strategy?

Social media is used by people for many things; some tweet about the music they are playing, some po...

Has professional services marketing changed forever?

It’s not so long ago that most professional services work was won through referrals. Not just from c...

WANTED: Social Media Superhero

Social Media is a unique communications channel. In previous posts I’ve talked about it being more t...

WTF is SMarketing?

Historically, for many organisations, the relationship between Sales and Marketing resembled a battl...

Sales and marketing just got better: HubSpot launch new CRM

I don’t need to tell you: selling just doesn’t work like it used to! It used to be a salesperson hel...

5 ways your digital marketing mix is like camping...no really!

Really? I hear you! Surely, the link between camping and the digital marketing mix must be pretty te...

Social media: What's your policy?

One of the great liberating things about social media as a communications channel is that anyone can...

What qualities do thought leaders bring to their business blogs?

Anna Lawlor, journalist and co-founder of Social i Media, gives her interpretation of the term "thou...

B2B email marketing success: 5 things to check before you hit send

Email is easy, right? You design your campaign, your content is penned and you have included the off...

7 simple B2B blog strategy tips that will help you get read

According to research in The State of Inbound Marketing 2013 by Hubspot (sample 3,339) 62% of market...

Why B2B marketers need a media-first approach in their marketing mix

Brian Clark, CEO of Copyblogger Media and architect of the recent ‘agile’ launch of New Rainmaker (a...

Blog writers tip: keep your blog on target with a brief

I like to think of blog posts as arrows – powerful, accurate and effective – but only if they are ta...

Why you need to be writing online content like a journalist

Anna Lawlor, writer and director of Social i Media, offers some fascinating insights into why writin...

Social Media – it’s not just marketing

I’ve introduced social media to a lot of people over the past few years and one thing has struck me ...

Why are you blogging?

We all know the reasons for having a blog right? It drives traffic to your website, it helps with se...

The 17 types of blog post your audience can't wait to read

We recently ran a training course for folk new to blogging, which covered everything from the busine...

Ten hidden benefits of writing a blog

Following on from my last post where I talked about a range of strategic reasons why an organisation...

If you haven't anything useful to say... don't! A John Lee interview

John Lee talks about the power of visual content in social marketing, the importance of quality cont...

Social must be integrated into your marketing mix: John Lee interview

Do you share links to your website or blog and wonder why no-body clicks on them? John Lee, Head of ...

The Five Contradictions of Native Advertising

Digital marketing sites, content publishers, pundits, brands and regulators currently seem obsessed ...

Social marketing for law firms: an interview with Paul Hutchinson

Paul Hutchinson discusses how marketing for law firms, using social marketing to communicate with cl...

Four most useful 2014 predictions for inbound and content marketing

This time last year, we came to the quick and sensible decision not to devise out own list of predic...

Are white papers really still relevant in the world of modern content?

In an age where Generation Y are, as I observed in an earlier post, “completely visual learners”,  w...

Social media management and the law: an interview with Michael Sissons

Consultant employment solicitor Michael Sissons at Cubism Law talks here about how to avoid legal an...

Negotiating the opportunities and challenges of guest blogging today

We can’t be the only business with a blog that has seen an increase in the numbers of requests recei...

The rising need for social media skills: an interview with Steve Ward

Seemingly no aspect of business these days is untouched by social media; Steve Ward of Cloud Nine Re...

How to really manage your LinkedIn Groups

In May 2013, LinkedIn reported that it had 1.5 million Groups. LinkedIn insiders now put the figure ...

The lure of LinkedIn for effective B2B online marketing

When we hear the term “social media”, many tend to think instinctively of the giants that deliver an...

What a Social Media Agency Shouldn't Do: Mark Jennings Interviewed

In part two of his interview (see part one), Mark Jennings tells us to watch out for clueless agenci...

Establish your B2B blog by finding the right people to write for you

If you are running an SME in the UK today you can’t have failed to notice the growing importance of ...

10 B2B infographics that we think rock - be inspired!

You may have seen our previous blog post all about B2B infographics, which outlined what infographic...

Things to know before hiring an agency for your social media campaign

Our own Eric Swain is the co-host (with Ann Hawkins) of a weekly podcast called The Social Media Sho...

How will Google impact the choices you make tomorrow?

Concerns over the NSA and GCHQ allegedly passing themselves off as Google in order to intercept priv...

Your Content Should Hit Home Runs: An Interview with Doug Kessler

Doug Kessler tells us that in order to rise above the content marketing floodwaters we should aim to...

How To Not Write Crap Content: An Interview With Doug Kessler

Doug Kessler of Velocity Partners wrote an ebook earlier this year that hit home for many of us. In ...

What 5 inbound rock stars taught me about the art of good listening

  This time last week I attended the exciting and inspiring Inbound Marketing UK (IMUK) 2013 confere...

Should Your CEO Be Tweeting?: An Interview with Neville Hobson

Our own Eric Swain is the co-host (with Ann Hawkins) of a weekly podcast called The Social Media Sho...

Why Social Business Matters Today: An Interview with Alan Moore

Our own Eric Swain is the co-host (with Ann Hawkins) of a weekly podcast called The Social Media Sho...

Essential tools for defining meaningful buyer personas

“A wise man knows his audience,” goes the venerable saying, and whilst it lacks gender equality it d...

Surefire ways to convince the boss your B2B blog is great idea

We've written on several occasions about the importance of C-level buy-in for your B2B content marke...

Why your content marketing commitment may be missing the mark

This is one of those subjects that is difficult to address without sounding smugly and unjustly crit...

B2B marketers - 8 infographics to make your lives easier

We would all like an easier life, right? And for us B2B marketers, working in a digital world that i...

Earn quality backlinks not just good keywords for optimisation today

A colleague of mine once related the story of an Irish friend, who worked for a company that built c...

Master of Content? Can you really “qualify” in B2B content marketing?

Businesses are fast recognising that the “old” marketing channels - print media, trade shows, telema...

Easy on the eye - picturing B2B content marketing's next big thing

Predicting the future is fraught with pratfalls and shouldn't be undertaken lightly. Never forget th...

Ebony and Ivory: sales and marketing in perfect harmony?

When Stevie and Paul were singing “side by side at the piano”, they were talking about symbiosis: “t...

Ace it like Murray! Original B2B research that scores every time

Years of heartache were brought to an end by Andy Murray's breathtaking performance at Wimbledon jus...

How to create B2B content your customers are hungry for

We've all heard the T.V. nutritionists say it – we need to eat certain foods in moderation, others i...

Writing online to build inbound leads? Choose your moment(s) wisely.

If you’ve ever been on management training, you might recall the term “emotional intelligence”. This...

What the Father of Advertising can teach today's B2B content marketer

One of the human behaviours that dogs our ability to make sense of emerging concepts is that, too of...

Is your B2B content marketing a complete waste of time?

It's a truth universally acknowledged: some people just shouldn't be allowed to choose their own clo...

Content killers: mistakes and pitfalls in B2B content marketing

“A life spent making mistakes”, wrote George Bernard Shaw, “is not only more honourable, but more us...

B2B Social Media Is Like Account Management

I'm sure, like me, many of you have encountered executives who say, " social media isn't for B2B!" T...

What is 'too much' information in B2B content writing?

In the old-school, outbound B2B marketing world, engagement with the audience is one-way and limits ...

How does the B2B content marketing novice make their own infographic?

Can it easily be done – so that the end result presents the necessary information successfully, and ...

Heart-strings, not purse-strings: humanisation and content touchpoints

One of the creepier (but strangely apposite) terms to come out of the marketing industry in the past...

Get your B2B blog noticed - 5 ways to optimise your posts

If you've started a B2B blog to generate more buzz about your business - and, hopefully, attract new...

Straight between the ize: clarity and shock value in content writing

Can you hear that ghostly thumping? That's George Orwell turning in his grave. Indeed, the man whose...

Inbound marketing: nurturing leads from interest to sales

(THIS IS THE VIDEO TRANSCRIPT) Jeremy Knight (JK): In the first video, we framed inbound marketing. ...

Top of the funnel lead generation for inbound marketing

  (THIS IS THE VIDEO TRANSCRIPT) Eric Swain (ES): We're back. Now, in our last video, we talked abou...

Inbound marketing and the importance of defining personas

  (THIS IS THE VIDEO TRANSCRIPT) So what is the most important part of setting up an inbound marketi...

Nice blog, but no cigar: content writing and Churchillian rhetoric

"To improve is to change; to be perfect is to change often." So said Sir Winston Churchill, master o...

What is inbound marketing and why should you care?

Recently, we were invited to speak about inbound marketing at an event put on by the Inspired Group....

Homophones - the Achilles Heel of Content Writing?

We’ve all seen it and we’re all moved to berate it: poor business writing, grammar and spelling. At ...

B2B Content Marketing - just a load of old cassocks?

When it comes to the art of marketing persuasion, there are two fundamentally distinct approaches. T...

From cold to "warm" calling, why permission-based B2B marketing rules

So, if you’re anything like me you’ll have become very skilled at avoiding or ignoring the company t...

You should co-source (not outsource!) your social media management

In the first part of this post, I explained why you should never outsource your social media managem...

Inbound marketing and the importance of analysing everything

(THIS IS THE VIDEO TRANSCRIPT) Thisisthefifthandfinalvideoinourseries oninboundmarketing.Inthefirstv...

How to best brief your writers for content that works for you

As you are well aware, getting content marketing right for your organisation means true commitment t...

Talkin' bout my generation: writing for the age of your buyer persona

There's an old teaching adage that says if you're interested in something, you'll learn it more easi...

Arggh! - what to write? 5 ways to beat blogger's block

Why can’t you get that damned B2B blog post written? Are you worried about making it perfect? Are yo...

Never ever outsource your social media. Ever.

A recent episode of The Social Media Show dealt with the question of whether organisations should ou...

How to create buyer personas that define your content marketing

Wouldn’t it be great if everyone out there wanted to buy your product? But they don’t. Even if every...

How outsourcing B2B blog writing can revitalise your online presence

The received wisdom is that good blog posts contain bullet points, so let’s begin with these:  B2B b...

Is it time to tweet? Tips for improving your social media management.

Social media. It has revolutionised our lives by allowing us to communicate, in real time, with whom...

The Business of Blogging – 6 reasons your company needs a B2B blog

As you will be well aware, business blogs are hugely popular, and more widely read, every day. Accor...

B2B PR: How to make sure newsjacking doesn't bite back

Newsjacking is a term (coined originally by marketer,  David Meerman Scott) for what B2B PR professi...

Content creation, inspiration and the art of remix

A couple of weeks back, I read a blog post which succinctly and emphatically brought into focus the ...

Top tips for making sure your B2B web video is seen and shared

Making videos for your business is a great way to reach prospective customers and show them somethin...

How To Do B2B PR in an Increasingly Social World

B2B public relations used to be a relatively simple practice. A PR team issued press releases, pitch...

Newsletter ideas that stop your writing going down the drain

Newsletters, schmoozeletters! Let’s be frank, newsletters have been around for longer than you and I...

Social Media is for People (Not Just Customers)

We’ve heard it before:   Don’t focus on the tools in social media The social web is about people con...

SEO isn't Dead, it's Evolving

Just as you were finally getting the hang of B2B SEO, along comes a sceptic to give its eulogy. Whet...

B2B web video production: what does it really cost to do it yourself?

Web video is a great content strategy for B2B organisations. Video is increasingly the vehicle of ch...

Great examples of how to use online video marketing in the B2B space

Of all the types of content you can create as part of an ongoing content marketing campaign, there i...

Why sales people need to be part of your content marketing pipeline

“Our sales people won’t want to write, so getting content from them will be tricky!” If you’re in ma...

The best inbound and content marketing predictions for 2013?

So if you’re a keen reader of marketing blogs or news articles, you can’t have missed the plethora o...

How to create B2B content that works throughout your sales funnel

In a previous post we talked about the importance of the “context” of your audience in B2B content m...

3 Reasons Why Marketing IS Everything in the Social Era

When Regis McKenna wrote “Marketing is Everything” back in 1991, he was describing a situation where...

B2B email marketing: 10 ways to make your Calls to Action work

So, your business has developed a decent contact mailing list, which is now receiving your B2B email...

Keeping it in context: B2B content marketing just got more relevant

As a savvy marketer, you're fully aware of the importance of content marketing in building fruitful ...

Devising a B2B content marketing strategy: your checklist for success

These days people expect engagement through a myriad of different platforms including social media, ...

Effective B2B email marketing how to find them, catch them, keep them

With a new survey from the DMA suggesting customer approval ratings for email marketing are at an al...

Lead nurturing: Using workflows to make your customers feel valued

For many people, the value of Inbound Marketing is that it draws potential customers to your website...

Lead Generation and Nurturing: Designing effective workflows

Content, content, content. It is the linchpin of the whole lead generation and inbound marketing pro...

B2B infographics - the what, why and how?

In a world where the consumption of information and how it reaches us is growing exponentially, yet ...

Creating Inbound Marketing campaigns: 5 "must dos" before kicking off

You may be thinking about a new inbound marketing campaign and are keen to get started.  There seems...

5 Top Tips for Using Images in your Online Content

Here at Equinet Media, we’ve been doing a lot of deliberating over images in online content recently...

Is creating remarkable online content a Darwinian process?

Bombarded by blogs, inundated with info-mails, nagged by newsletters? Is there just too much out the...

How great landing page design helps your customers take action

It seems like you’re doing everything right to engage your customers: your website and other content...

How to use social media to improve B2B SEO

B2B SEO strategies have gone through a lot of change in the past year. From algorithm updates, such ...

Business Writing - Good Grammar Matters - Part Two

In a previous business writing post on this subject we examined some of the most frequent grammatica...

The Brochure Design Survival Guide

We hear so much about the benefits of online marketing these days, you could end up believing that p...

3 White Paper Writing Tips to Learn More About Your Audience

Do you know your white paper audience? White paper writing should always be for a specific audience....

Business Writing - The Five components to Persuasive Content or Copy

The Art Of Persuasive Business Writing - Copy vs content: from a conversion perspective With busines...

Five Words Often Misused In Business Writing

Has it ever struck you how many, often well-educated, people seem to think that grammar and spelling...

Five Ways a Good Video Production can Benefit your Business

The internet has provided B2B businesses with many new ways to promote themselves, and with some fre...

Five Online Contract Publishing Benefits for Business

Successful B2B marketing depends on communicating effectively with your clients and prospective clie...

10 ways to re-purpose a single piece of content

Recent updates to search engine algorithms, such as Google’s Panda release, have led many writers to...

5 simple tips on how to write a white paper

White papers are powerful marketing tools but learning how to write a white paper can sound like a d...

Five Tips for Ensuring good ROI from Video Marketing

Video marketing has become one of the most powerful and exciting tools available to B2B organisation...

4 Benefits of Using White Papers in Your Content Marketing Strategy

Do you use white papers in your content marketing strategy? Are you aware of the many benefits of us...

What’s So Great About Inbound Marketing … And Why Should You Do It?

The short answer is that traditional ‘outbound’ marketing techniques just aren’t working as before –...

Pro Blogging Tips - Keeping your blog content interesting

The need for a business blog is all but indisputable, providing a method by which a website can be u...

What is a White Paper?

A white paper is a cross between a magazine article and a sales brochure. It can be divided into two...

How to position your Facebook fan page content

In line with increased consumer popularity, Facebook has worked hard to encourage businesses to get ...

How to Create a Powerful Case Study for Video Marketing

Video marketing is one of the most potent means of reaching prospective clients. A 2011 study by Goo...

The dos and don’ts of an email marketing template

Well managed email marketing is one of the most powerful online tools your business has to reach cus...

Lost for Words on your Email Newsletter or Blog?

One of the biggest challenges of any content marketing strategy for B2B businesses is the need to re...

Why Google 'Penguin' is great news for B2B SEO

One of the most difficult aspects of online marketing for any B2B firm is keeping up with the most r...

10 Blogging Tips for Successful B2B Blog Posts

A regularly updated blog can be a powerful way of reaching out to buyers, and of positioning yoursel...

Social Media Management - Five Top Tips for New Starters

Many years ago, the question on the proverbial lips of many B2B businesses was, ‘do we need a websit...

How to use a content marketing agency to build value

A content marketing study show that 99 percent of businesses have used at least one form of content ...

5 video marketing tips for making content more appealing to buyers

These days, many B2B businesses are scrambling to enhance their online presence with video marketing...

Top 5 blog writing services tips for briefing the author

As blogs have taken off, blog writing services have become valuable to businesses that don't have bi...

Guest Blogging – How you can use it to Boost your Online Presence

Having a regularly updated B2B blog is an essential part of creating and maintaining an effective bu...

How to write case studies that give customers confidence

Writing case studies should be an integral part of any content marketing strategy. In fact, they epi...

B2B SEO - Two Unlikely Avenues for Marketing Success

In days gone by, B2B SEO and B2C SEO were clearly defined and often mutually exclusive. But today, t...

5 Reasons Video Marketing is Better Than Banner Advertising

According to research by Digiday and Adap.tv, many online businesses are shifting their marketing bu...

New media publishing formats for producing successful newsletters

In today’s technology-driven marketing environment, every business needs to consider how new media p...

10 newsletter ideas that will get you results

Newsletters have always been an effective way to promote your business, but the explosion of social ...

Organic Search Accounts for Half of Digital Spending – B2B Survey

A recent report has confirmed that organic search remains at the top of many businesses’ marketing p...

Video Marketing Tips For Improving Your Online Success

Everyone loves watching videos, not just because they're funny and entertaining, but because they're...

Can B2B viral marketing be innovative internet marketing?

Is trying to go viral in b2b, innovative internet marketing, or just a pipe dream? As a means of rea...

Making the case for outsourced email marketing

It's not always easy making the case for outsourced email marketing.  You may hear that it's too exp...

B2B writing tips for creating an effective digital press release

Press releases have long been an effective part of the b2b writing kit and a way of generating inter...

Digital Marketing Strategies - have businesses grasped the opportunity

According to Econsultancy, many forward-thinking digitally-minded B2B marketers are finding that the...

B2B Link Building – How to Build and Expand your Network of Links

Last week we looked at the value of link backs and the importance of link building for B2B businesse...

Why link building should feature in your marketing mix

When it comes to your marketing mix, there are many different things to consider, but there are a fe...

Getting your marketing mix right is more important than ever

Marketing is different these days. There was a time when businesses could make cold calls or unsolic...

How do seo and social relate to your content marketing strategy?

Increasingly, the relationship between content marketing, seo and social media is evolving. To stay ...

Easy rules for making your B2B writing readable

So you’ve decided to embrace content marketing as the way forward for your business. You’ve got plan...

Social Media Management - take it step by step each day

Want to take your business to the next level?  Try tweeting about it. That's right, social media – o...

How will Google’s ‘Your World’ impact b2b search and social?

This month Google announced the latest in a series of changes which are moving the search and social...

Digital marketing agency predictions for 2012

Digital marketing remains a fledgling field, and one which is constantly changing and evolving along...

Getting started with b2b content marketing

A good content marketing strategy can be one of your most effective tools in reaching a wider online...

Why b2b blogging should matter to your business

At this time of year, many businesses are looking at their website’s performance over the past 12 mo...

New degree confirms importance of digital marketing and social media

Leicester’s De Montfort University has become the first UK university to offer a dedicated degree fo...

Social media management matters in a crisis

How a company reacts in a crisis can have major implications on its long term success. The key is co...

Email marketing click-through rates are rising – how about yours?

Email marketing is a powerful way of reaching customers and should be one of the top tools in your m...

5 email marketing pitfalls that you need to avoid

Email marketing is a cost-effective, efficient marketing tool and when done properly, it can be high...

Web video do's and don'ts for B2B companies

Online video is listed as one of the top ten strategic technology trends by digital marketing specia...

How important are social media marketing metrics in 2012?

Marketing campaigns that utilise social media can seem difficult to measure, particularly when it co...

5 ways to engage your market with content marketing

Today, there is an unprecedented level of competition for B2B services and products, and the growth ...

10 top tips for successful newsletter publishing

Having your own eNewsletter can be a powerful marketing tool, but it’s important to do it well. Here...

Why B2B businesses shouldn’t be afraid of using video content

One of the most exciting and potentially useful aspects of the internet from a B2B marketing perspec...

5 key considerations for effective email marketing

Email offers a highly efficient channel for communicating with clients in a targeted, measurable and...

Why use LinkedIn in your b2b marketing mix?

Since its beginnings in the living room of co-founder Reid Hoffman (pictured below) in 2002, LinkedI...

7 reasons why web video matters to business today

Web video for business is big business. If you’ve got a website, then you will most certainly benefi...

How to use effective social media marketing in b2b companies

Social media marketing is often thought of as the preserve of companies who deal with consumers, but...

e-publishing is now a viable option for any business

B2B publishing is the process of creating and distributing content to your prospects via e-newslette...

Keywords matter when compiling your online content

Content may be king, but it’s nothing without its subjects – in other words, the keywords that help ...

What great landing page design looks like: 8 must-have ingredients

So, as a savvy new media marketer, you understand what landing pages are and the central role they p...