Inbound Marketing Age

Andrea Blades

Andrea Blades
Andrea is a content editor at Equinet specialising in the manufacturing sector. With a fascination for the dynamics that impact communication in this sector, she has acquired a passion for taking complex subjects and creating clear and concise content that resonates with our client's customers.

Recent Posts

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.

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Why topic clusters matter for manufacturing SEO in 2018

Written by Andrea Blades  |  5, July, 2018  |  0 Comments  Subscribe

Topic clusters are an essential content strategy tool to help you simplify your content creation and concentrate your efforts around the manufacturing subjects that matter most to your customers.

In this blog post, we explore how topic clusters work, why they’re so useful for your content strategy and how you can go about creating them.

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12 go-to content creation ideas for the manufacturing sector

Written by Andrea Blades  |  7, June, 2018  |  0 Comments  Subscribe

Generating quality content, actively promoting it and keeping those creative juices flowing can be a challenge at the best of times.

The great news though is that your blogging strategy needn't feel like a chore if you keep a few simple and practical content creation ideas in mind.

Here are 12 strategies to help you produce relevant and engaging blog content that will delight your manufacturing prospects and keep them coming back for more

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Why tone of voice matters in blogging for manufacturing

Written by Andrea Blades  |  29, May, 2018  |  0 Comments  Subscribe

At the heart of a successful strategy for blogging for manufacturing is the ability to be able to write about often highly technical subjects in a way that communicates your expertise, but that remains fresh, accessible and enjoyable to read.

A key element of this process is to agree on a clear and consistent ‘tone of voice’ for your company or brand.

But what exactly is your tone of voice? 

And how can it help you to engage with your audience, increase rapport and better tell your story?

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How to ace your content marketing for manufacturing

Written by Andrea Blades  |  6, April, 2018  |  0 Comments  Subscribe

A successful manufacturing marketing strategy relies on creating and publishing relevant content that appeals to your “buyer persona” through the different stages of their buyer’s journey

So what exactly is content marketing? And how can you use it to build your brand, nurture relationships with your prospects and convert those leads into customers?

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How to master content promotion for manufacturing

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

OK, so you’ve spent precious hours creating a rich resource of remarkable content for your manufacturing prospects.

You've shaped it to address the specific needs of your buyer personas and you've tailored it to suit the individual stages of their buyer’s journey.

But are you missing a crucial piece of the puzzle? These days it’s simply not enough to assume that, in amassing this wealth of fresh and high quality content, it will automatically find its way to your target audience.

In order to ensure that your content is seen by the right people, and as many of the right people as possible. you’ve also got to have a dedicated and consistent strategy for promoting it.

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How topic clusters are redefining SEO in marketing for manufacturing

Written by Andrea Blades  |  27, February, 2018  |  0 Comments  Subscribe

The way that we search online is evolving. And for many manufacturers, there's a growing realisation that the traditional, keyword-centric, SEO methods that we’ve typically used to drive our content creation efforts may not be delivering the same results that they once did.

So what’s changed? One answer lies in the intent of our online search queries.

When we ask a search engine a question we’re looking to solve a problem. But these days we’re also being increasingly more specific about what it is we want to know.

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How a video production company can bolster your brand development

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

Video content has the power to be one of the best assets on your website.

From new product demonstrations to animated explainer videos, facility tours or customer testimonials, it’s a vibrant and engaging form of content that can enhance the customer experience, build brand awareness, encourage retention and generate leads.

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How manufacturing case studies support industrial marketing

Written by Andrea Blades  |  24, January, 2018  |  0 Comments  Subscribe

Cornerstone content is high-value, next-step content that is core to your industrial marketing goals, that establishes your authority within your industry, and that acts as a foundation for your brand.

Case studies are just one way to create compelling cornerstone content for your manufacturing company that can help you to earn trust, to generate new leads and to communicate to your prospects the value and usefulness of your product or service.

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Keeping it green - how to ensure your content writing has legs

Written by Andrea Blades  |  11, January, 2018  |  0 Comments  Subscribe

Creating evergreen content is a proven strategy for upping your search rankings and driving traffic to your site. But what exactly is it? Why is it so useful? And how do we go about creating it?

In this blog post we explore what makes certain content “evergreen”, why it’s so worthwhile, what differentiates it from other types of online content and how we can harness its benefits for our content writing efforts.

What makes content evergreen?

Evergreen content, as its name suggests, is any form of online content that is long-lasting (eternal or sustainable,) that is not time-sensitive, that offers tangible value and that addresses the needs of your audience.

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Diving into Inbound Marketing - my first six months

Written by Andrea Blades  |  21, December, 2017  |  0 Comments  Subscribe

May 2017 marked my first foray into the exciting and challenging world of inbound marketingI arrived with a background in journalism, creative writing and PR - but pretty much green to the world of inbound and excited to learn everything I could.

Suffice it to say, its been an incredible few months of listening, learning, reading (and reading) and immersing myself in a vast array of new topics.

On the one hand, marketing seems so much has changed since my first foray back in the 90s in New Zealand - and yet at its heart so much is still the same, with the time-honoured focus on building positive relationships and the solid value of providing audiences with “what they really want.”

This blog post summarises five key new topics that have particularly struck a chord over the past few months - and that look to be just as hot for inbound in 2018.

With massive thanks too, to the Equinet Content Team for their combined wealth of resources on the subjects.

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